Designing a multi-buyer real estate experience for a high-value legacy estate.
Golden Ridge presented a rare design challenge: how to position a single property for multiple futures at once. More than a real estate listing, the project required a brand-led digital experience capable of communicating land, legacy, and long-term opportunity—while speaking clearly to very different buyer motivations.
Golden Ridge needed to appeal to a variety of specific buyer types, each with different motivations, decision criteria, and emotional drivers. In the current MLS listing, users couldn’t determine what the property’s value meant for them personally, or visualize future potential. This lead to confusion and low/unqualified engagment. We needed to build a resource that could satisfy:
At the same time, the property owners wanted professional photography, video assets, an exclusive and professional aesthetic delivered within an 8-week timeline.
Rather than treating the site as a static MLS listing, we approached Golden Ridge as a branded destination—one that could frame the land as an investment in opportunity, a lasting family legacy estate, or an event experience.
The site was designed to answer a single question clearly and confidently: "What could this property become for the right buyer?"
Golden Ridge is a 37.5-acre estate property located in Brentwood, Tennessee, offering a rare combination of acreage, privacy, and proximity to Nashville. Unlike a typical residential listing, the property presented a unique opportunity: it could function equally well as a private family compound, a development-ready land investment, or a future hospitality and event venue.
The goal of this project was to design a custom digital experience that could attract a highly qualified buyer, communicate the long-term value of the land, and elevate the property beyond the constraints of a traditional MLS listing.
The identity needed to feel elevated without becoming overly luxurious or rustic. The goal was professionalism, clarity, and restraint—avoiding anything that felt kitschy, speculative, or themed. It needed to speak to all three buyer profiles.
Through interviews with the property owners and early-stage market discovery, a clear pattern emerged:
Golden Ridge attracted three very different—but equally viable—buyer profiles. Each had distinct motivations, risk tolerances, and decision triggers that needed to be reflected in the digital experience. Rather than designing for a single “ideal buyer,” we structured the experience around three distinct buyer persona groups.
Motivations: How quickly can this property be turned into a profitable development?
Motivations: Is this a once-in-a-lifetime property worthy of passing down?
Motivations: Can this property become a thriving and profitable event venue?
The site architecture was designed to support multiple buyer perspectives without fragmenting the experience. Key pages included:
Rather than explicitly labeling content by buyer type, the IA allowed users to naturally gravitate toward the information most relevant to their intent—whether that was acreage and development potential, lifestyle and legacy, or experiential opportunity.
The visual design leaned heavily into scale, light, and atmosphere. Design principles included:
Professional photography and drone footage were commissioned to capture:
The final visual tone was intended to feel aspirational and open-ended—presenting the property as a canvas rather than a finished product.
To support our goals, we focused on optimizing high-level information crucial to the buyer types. The following top-level and interior pages were prioritized:
This project provided an opportunity to work cross-functionally, across many industries and organizations. I collaborated closely with several internal and external administrative and content production teams. These included:
As timelines tightened toward the end of the engagement, the project transitioned into a design-only handoff. High-fidelity designs and brand assets were prepared for development, though the site did not progress to build.
In hindsight, the scope and complexity of the project would have benefited from a more direct build approach (e.g., Webflow) to reduce translation overhead and maintain momentum.
The website did not ship, but there were some valuable takeaways and lessons I will carry forward. Golden Ridge was an opportunity to produce:
The project stands as an example of delivering cohesive, elevated design under conditions of ambiguity and evolving constraints.
This project reinforced several lessons that now directly inform how I approach complex, high-stakes engagements:
While the project did not reach launch, it strengthened my ability to lead through ambiguity, align diverse stakeholder needs, and deliver thoughtful, strategic design under pressure.