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All work
Concept 04
Real estate
Framer
Self-initiated
Aurelia.
Sells from a screen.
Brief
Self-initiated concept · real estate
Written by RELAY
Brand
Aurelia
Fictional 40-storey tower, Seattle · 214 residences
Scope
Web design · Framer build
Residence configurator · Investor section · Motion
Timeline
3 weeks
Sprint plan
Fig. I — Showcase reel, 1080p60
Sound off
01 — The brief
A tower that has to sell before it is built.
We set ourselves the brief a property agency would hand us: Aurelia, a fictional tower positioned around privacy, service and tranquility, renders done. Its developer needs one sales site for buyers and investors — 214 residences, a payment schedule, a 2028 completion — while the agency's digital team is on another launch.
Four layout families with specs and pricing, six amenities, a gallery, an investment section with yield and reservation figures, location times and a viewing request flow. On a real relay, the agency keeps brand, renders and the client relationship; RELAY designs and builds in Framer, under the agency's name.
Agency keeps
Positioning · Renders and photography · Copy · Client relationship · Credit
RELAY takes
UX · UI · Digital brand system · Framer build · Residence configurator · Investor section · Viewing flow · Motion · QA
02 — The challenge
Two audiences, one quiet page.
01
Buyers and investors on one site
A family comparing two-bedrooms and a fund reading yield projections want different things from the same page. The site had to stay calm and editorial while serving both, without a "mode switch".
02
Pricing that moves as units sell
Four layout families, "from" prices, reserved percentage and construction milestones all change through the sales cycle, editable by the sales gallery without a designer, and consistent across the residences, investor and contact pages.
03
Make 214 units feel like one address
Floor plans on request, viewings by appointment, a sales gallery that replies within a day: the inventory had to read as a residence, not a listing, with the tower, the view and the service always in frame.
03 — How we built it
The sprint, week by week.
W1
Brief, audit, sitemap
On a relay, week one also means agency-domain accounts and their Slack. Here: render audit, inventory data model and a seven-section sitemap, locked by Friday.
W1–2
Digital brand system
Serif display with "01 — Section" numbering, a stone-and-dusk palette pulled from the renders, grid, and a motion language of slow pans and a doorway that opens into the lobby on scroll.
W2
Pages and build in parallel
Home, Apartments, About, Infrastructure, For investors and Contact designed and built in Framer the same week. On a relay, the agency's CD presents every Thursday.
W2–3
Residence configurator and investor section
A residence switcher (one-bed to penthouse) with specification, area, aspect and "from" pricing from the CMS; and an investor section with yield, GDV, reserved-to-date and expandable schedule and exit options.
W3
CMS, viewings, QA, launch
Residences, layouts, amenities, zones and rooms as CMS collections; viewing request flow to the sales gallery; accessibility and performance passes. Published to framer.app as a live concept.
04 — The work
The concept site. Scroll it.
Open in a new tab
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Pages — full-page captures of the concept site
05 — In numbers
For the developer. For an agency.
Developer
residences in 4 layout families — specs and pricing CMS-editable
Developer
audiences served — buyers and investors — on one calm site
Agency
weeks, brief to handover — the sprint an agency would book
Agency
extra hires an agency needs — and zero RELAY credit on the sales site
06 — White-label notes
How we’d stay invisible.
The part agency owners ask about first. Here is exactly how a relay hides the seams.
01
Agency-domain identities
02
Reviews run through the agency
03
Their templates, their tone
04
NDA before the brief
05
Clean exit, IP assigned
07 — Deliverables & handover
What an agency would walk away with.
Design
Figma file in the agency's team · 8 templates · Component library · Section numbering and type system · Motion specs
Build
Framer site, ready to move to the client's workspace · CMS: Residences, Layouts, Amenities, Zones, Rooms · Residence configurator · Viewing request flow · Analytics and consent
Documentation
Sales-gallery guide for price and inventory updates · Loom walkthroughs · Accessibility and QA log · Launch checklist — all in the agency's templates
Rights
Full IP assigned to the agency · No RELAY credit anywhere on the site · Aurelia is a fictional residential tower, so this concept is ours to show
Next concept — 05
Pulse — fitness club →
Web design · Framer build · Schedule CMS — self-initiated concept
