Verge - Website

Verge’s website was created to introduce a fresh take on real estate marketing in a competitive urban environment. The objective was to present Verge not as another typical multifamily development but as a central hub for a vibrant neighborhood lifestyle. The website serves as the digital front door to this identity, reflecting a product that is intentionally different from its competitors.

Design Approach
Unlike conventional real estate websites that rely on rigid templates, Verge’s site was built on Amplify, our custom property website platform to deliver an immersive and expressive brand experience. The design avoids generic layouts in favor of a bold and thoughtful visual identity. Custom graphics, dynamic type treatments, and a consistent brand voice are woven throughout the interface, reinforcing Verge’s personality on every page.

Creative button styles and unexpected interactive elements keep users curious. Subtle scroll-triggered animations and layered content create moments of discovery, encouraging visitors to engage rather than passively consume information. These design choices position the site as part of the living experience, not just a static leasing tool.

Functionality & UX
At the core of the user journey is simplicity paired with surprise. The website prioritizes intuitive navigation while introducing playful, engaging interactions that make the process of exploring Verge feel distinct. The leasing path is seamless, but the experience also leaves room for exploration, letting potential residents connect emotionally with the brand. A key focus of the website is neighborhood storytelling. Rather than presenting Verge in isolation, the site highlights its connection to the surrounding community. Through interactive maps, lifestyle content, and visual storytelling, the property is positioned as a gateway to the neighborhood, reinforcing its role as more than just a place to live.

Impact
The Verge website redefines what it means for a real estate property to show up online. Rather than following the typical logo-color-type formula, it delivers a brand-forward, immersive experience designed to connect with today’s renter. Even with six months to go before C.O., the site has already attracted over 10,000 sessions and captured 60+ qualified leads, before preleasing is in full swing.