Overview
problem
Cambridge Crossing is a massive construction site in the Lechmere area of Cambridge. With plans of fully opening 10+ years in the future, this was a fledging project with only a few of the buildings actually under construction. With massive expenses lingering, they needed to sell their future vision to lock in large commercial clients that would fund the continued development of the project.
solution
This meant developing a website that could draw in future tenants with renderings and the ability to adapt as new buildings became actualized. A campaign based on bravery showed the company’s tenacity and signaled to investors that their contributions today would help create something amazing for tomorrow.
With a launch event fast approaching, CX needed a website to make their new name and web presence known. My role was to design a website that could be built quickly and showcase the brand's new identity, while connecting with prospective investors and tenants.
People First.
Buildings Second.
People First. Buildings Second.
Selling the Vision
My Creative Director came up with a campaign about bravery, so I designed the homepage of the CX site to house the campaign video, followed by a brief breakdown of the future vision.
Technical Details
In addition to the flashy campaign stuff, the website also needed to house news updates and floor breakdowns of the future buildings. These pages were essential for any future tenet to understand the space.
Four Audiences
The key audiences CX hoped to attract were commercial, residential and retail tenets. But they also boast a robust outdoor space for community events and public use. Connecting with each audience was essential for the company’s success.
When I started working with CX, the project was still a hole in the ground. With limited imagery to work with, much of the vision relied on renderings and miniature models.
Working with my dev team, I created interactive maps like this one.
Showing off the master plan and breaking down the commercial, residential and retail spaces was essential for making the project feel tangible for prospective investors, residents and the surrounding community.
I used detail shots from around the neighborhood to add life to the site and help give a sense of community.
