The Town Green project represents a US $180 million mixed-use development in Scotts Valley, California, designed to bring together housing, retail, restaurants, public art, and green spaces. As the development team prepared for the community’s first event, they needed a digital platform to inform residents, collect interest, and build an early subscriber base. I was tasked with building that platform from scratch.
Launch a clean, responsive, mobile-first website in two weeks, in time for the first community event, and collect contact information from visitors to allow the development team to communicate updates as the project evolves.
I served as the sole designer and developer. Responsibilities included:
To evoke the feel of a welcoming community space, I selected photos of plazas, green spaces, and vibrant public areas from around California. Choosing these images instead of the empty land made it possible to convey the vision of Town Green as a future gathering place rather than a basic real estate project.
Starting with a mobile layout allowed for quicker prototyping and ensured accessibility for many users. Once the mobile foundation was solid, the design was easily expanded to a desktop version, making the site future-proof and responsive on all devices.
The site was structured with user and community needs in mind:
This structure ensured that the site delivered the most important value, which was to connect the community with the development team in a clear and effective way.
These numbers demonstrate early community interest, strong engagement, and success in building a subscriber base, which is exactly what the site was designed to accomplish.
