How dbURBAN Built a Website as Distinctive as Their Communities
When Your Website Doesn’t Match Your Mission
dbURBAN aims to ease Utah’s housing crisis by developing tailored apartment communities throughout the state. However, affordable living options should provide more than just four bare walls, using the cheapest materials. Instead, they offer luxury, location, lifestyle, and thoughtful city-involved planning that transforms neighborhoods. They don’t just construct buildings. They challenge outdated rental stereotypes. By creating social communities, they address both the physical and psychological needs of their clients.
At its heart, dbURBAN cares enough about their mission to not care what has been done before. Their rebelliousness oozes into every project. But they’re not careless – quite the opposite. dbURBAN invests hours of research in each project and makes customer-focused decisions based on proven data points. Their previous site simply made things harder - harder to explain what they do, harder to attract interest, and harder to build trust with new stakeholders. They didn’t need to tell clients about their process. They needed a site that immersed a curious visitor in the spirit of what they do.
The Fix
JamboJon began by exploring who dbURBAN is and what makes each of their properties unique. Our team poured through their articulate brand books, absorbing their vision and direction. The site design needed to mirror the textures, bold contrasts, and luxury finishes of dbURBAN’s aesthetic. Since each community had its own unique personality, each landing page demanded a distinct voice, tone, and layout, without losing the cohesion of the overall brand. We experimented with the voices until they spoke the language of the target demographic. Each property was treated like a standalone site: custom headers, footers, calls to action, and hand-picked images. Our crew of designers and content writers built a site that could finally carry the weight of dbURBAN’s mission. With constant feedback and course tweaks, the owners loved it – and more importantly, it FELT like them.
- Researched the dbURBAN brand and each unique community aesthetic.
- Designed a site with texture, contrast, and luxury finishes.
- Experimented with a distinct voice and tone for each property.
- Customized each landing page, but kept them cohesive.
- Worked with owners to create something that truly represented their brand.
Key Features:
Texture Everywhere
From concrete grids to shadowed overlays, the site offers a layered experience. The heavy-handed texture creates tension and contrast that represent the physical spaces dbURBAN builds – edgy, refined, and entirely unique.
Distinct Voices
Every word chosen to describe the individual property fits the audience, brand archetype, and community vibe, making each page feel like its own standalone site. From a rebel living it up, to a holistic adventurer communing with the outdoors, every word works to make an emotional impact for the future residents.
Call to Action
On this site, even the call to action has personality: CTAs like “Dare to Live Differently” or “I Want to See It For Myself” are a little mischievous, a little playful – and totally on-brand for dbURBAN’s outlaw archetype.
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