Richards Partners 34 Amaia of Takapuna
Design DirectorCaroline Konarkowska
Team MembersRo Chen, Kyle Ranudo, Tommy Chin, Artem Verbo
Amaia is an apartment development brand that combines the best of urban, suburban and coastal living, emphasising warmth, connection, and community.
The Amaia website journey is set out on a one-page scroll that takes the user through a web experience which captures the essence of the brand. Much like the location of Amaia, the website reflects the urban and coastal tenstions, contrasting rigid and organic visual elements. Typography, imagery and motion play in the spaces between formality and fluidity, offering a visual metaphor of the Amaia lifestyle. Due to the diverse audiences that Amaia will bring, the user experience is visually innovative while still remaining intuitive.
The user lands on an interactive home page that introduces them to the Amaia brand. The dynamic gradient paired with the Amaia logo, engages the user with a glimpse of the Amaia lifestyle; serene, warm and inviting. The journey then takes the user to a visual split of “Ocean” and “Urban” offering an opportunity to click on either, revealing motion pieces that demonstrate the perfect contrast of the serene sea-side and the hustling city.
The Amaia website is built off telling the story of a new type of urban living. From the gallery interactions to the halo custom cursor, all the details are refined to capture both the practical details of the development as well as the idyllic life-style that Amaia offers.
The end result is a website that emphasises usability without compromising storytelling or design values. It is a conclusive digital extension of the brand experience that makes it easy for potential buyers to explore every aspect of the offering, a development that seeks to cultivate a new kind of living and redefine the urban neighbourhood.