Bauwerk is a project developer for visionary concept properties with exceptional architecture that are designed for living and working in the future. What makes it so special is that the entire value chain, from planning and developing to marketing, is executed in-house. Bauwerk creates a holistic concept for every project and sees it through to key handover and beyond—the parallels with FORMAT D were immediately obvious here. It’s no wonder that we fit together perfectly as a team.
A rebranding process was undertaken at the same time as the website relaunch. During the rebranding process, we positioned the new umbrella brand across all of the teams and anchored it with the new web presence. The result is a user-oriented, avant-garde website which represents the passion, innovative spirit, and quality that power Bauwerk projects, along with a simple and needs-oriented property search.
The balance between design and conversion
One of the biggest challenges was posed by our core task, which we defined together: getting the balance right between a clear, design-oriented brand presence with the objective of reinforcing the brand and a user-centered and needs-oriented property search with the objective of increasing conversion rates. The new website now contains an optimized digital sales funnel and gives clear assistance to lead the user into the sales process. By completely revising the navigation structure and implementing a faceted property search, we can lead users to their perfect property as well as showing them the added value that the projects harbor. The eye-catching citrus yellow color of the search bar lights the way from the property search to the viewing appointment and pops up on the various navigation layers.
Our motto: constantly reinventing living space
Bauwerk creates sophisticated architectural concepts and is constantly reinventing living space: from transformable room structures to shared spaces and digital technology right through to e-mobility. Here, everyone can find their perfect residential model. This new way of thinking is conveyed to the user via the various subsections on the single pages for the projects, which were designed using a storytelling approach. As Bauwerk creates a unique brand for each of its projects with individual CI elements, the emphasis is clearly placed on the project brands. However, Bauwerk is still perceived as the umbrella brand.
Faceted searching via Vue.js
With the help of the NEOS CMS system, based on the sophisticated PHP framework “Flow”, we enable the customer to curate content itself via an Inline WYSIWIG Editor and thus give it a lot of freedom to adapt the project pages in particular. The faceted search, which we executed using Vue.js, posed a technical challenge. We needed to be able to work effectively with the same data at a variety of locations. The setup of the data structure was of considerable importance here, along with a filter logic that was constantly adjusted, queried and revised during the project until it felt right to the project team.