The challenge
A second home in Blue Mountains isn't an asset to the person who owns it. It's the place they go to stop thinking. That makes property management a trust purchase rather than a maintenance contract. Every firm in the region pitched it the same way, with a task list and a phone number. Aspen Green already worked to a hospitality standard, handling everything from routine upkeep to last-minute special requests. Nothing about their digital presence said so. The site had to signal that care on sight, and speak to affluent owners the way they talk about their own homes.
What we did
- 1
Shift from upkeep to hospitality
A brand framework built around what owners actually want. The story moves from property upkeep to home concierge, and the language borrows from luxury hotels instead of trades.
- 2
Design for calm
Full-width interiors and an earthy palette drawn from the region itself. We built it in Squarespace so the team can update the site without waiting on us.
- 3
Tier the services
Membership Options sit apart from individual Services. Owners pick the path that fits them instead of decoding one long menu.
The outcome
Aspen Green now reads as a hospitality partner in a region where the competition still sounds like contractors. The owners getting in touch are the ones they actually want. They spend real time with the site first, arriving at the conversation already knowing what they're buying.