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Related Argent | Brent Cross Town

Showcasing one of Europe’s largest town centre regenerations

Visit the live site
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What is Brent Cross Town?

  • One of Europe’s largest town centre regenerations.
  • Projected Value of £8bn
  • 6,700 new homes, 25,000 workspaces and 50 new shops and restaurants.
  • 50 acres of green parks set it apart from other London based developments
  • Offers a better way of living and working in London

The Brief

  • Property developer Related Argent wanted a cutting-edge website to cater for first time buyers, businesses, global investors and local councils.
  • It needed to be future proofed, with the ability scale alongside the development.
  • To showcase Brent Cross Towns unique attractions, opportunities and lifestyle proposition.
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The Challenge

  • Bringing Brent Cross Town to life. With the majority of the development under construction, the site needed to convey the ambition of the project whilst also catering for the immediate.
  • A wide range of audiences, each with their own requirements and goals.
  • Reflecting the core values of the development.
  • Driving user engagement, lead generation and repeat visitors.

My Role

  • Lead Designer.
  • Responsible for taking the project from user flow stage to final design, high fidelity prototype & handover to external development team.
  • Working directly with the client with weekly calls to present designs, facilitate feedback and manage additions to scope.
  • Facilitating meetings with all project stakeholders including external development, branding and content agencies.
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Bringing the town to life

  • A thorough review of existing assets allowed us to highlight opportunities.
  • Imagery and video took centre stage, with a focus on lifestyle, nature and well being.
  • Intuitive interactive maps to aid placemaking and allowe easy exploration of the vast development.
  • Dedicated pages for businesses, locations and attractions to allow easy access to valuable information.

The execution

  • A feedback led design process, presenting prototypes to the client throughout decision making allowing progressive signing off.
  • Crafting High fidelity figma prototypes inclusive of animations, interactions and live content.
  • Creation of a highly efficient block & component library allowing for rapid, iteration, editing and creation of pages for both desktop and mobile.
  • Documentation and organisation of figma file for use by external development team.
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The Results

  • The Brent Cross team were delighted with the new website and the increases in traffic, downloads and engagement.
  • The site also gain traction over a number of online news outlets.
  • 100% increase in referral traffic
  • 120% increase in sales brochure downloads
  • 30% increase in engagement time
  • 17% increase in page views

Testimony

  • Rachel Jones, Senior Marketing Manager, Related Argent  
  • “Bolser have created a new site that ensures the Brent Cross Town is future- proofed for the many phases of the project. Bolser’s UX expertise has ensured the site is easy to use, with multiple content areas for ultimate flexibility. The design is clean and fresh with micro-animations to ensure high levels of engagement. The team have been great to work with, very accommodating given the many stakeholders involved and challenges we’ve had to overcome. Hopefully we get to work together again.”
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