Client
Dream Developments
Role
Lead Developer
Year
2021
Awards
2022 Calgary BILD Awards , CHBA 2022 Best Website Western Canada
Nestled in Calgary's West End, Alpine Park represents an ambitious community development led by Dream. Anchored in the principles of new urbanism, Alpine Park is meticulously designed to prioritize people, bolster social connections, and foster neighborly interactions. With the Alpine Park brand firmly established and its visionary concept taking center stage, Dream sought Flipp's expertise in weaving captivating stories about this exceptional community. The collaboration aimed to breathe life into Alpine Park through a series of brand activations, including the creation of an industry-leading website experience.
Challenge
Telling the Alpine Park Story
Alpine Park, a dynamic community development, presented the challenge of creating marketing materials that could effectively convey the essence of life within this vibrant neighborhood. The task at hand was to craft a website that not only served as an information hub but also acted as a storytelling tool to communicate the vision and ethos of Alpine Park.
Solution
Crafting an Immersive People-First Website
With unwavering determination, our team set out to create an interactive and distinctive website experience that mirrored the uniqueness of Alpine Park. The website’s homepage design and development employed a blend of messaging and scroll-triggered animations to guide users through a day in the life of an Alpine Park resident. Each page allowed users to delve deeper into layers of content, providing them the freedom to engage at their preferred level.
This “people-first” philosophy extended to all brand activation materials, including advertisements, brochures, and a comprehensive signage and way finding program. Each element was thoughtfully designed to deliver a compelling experience, leaving potential buyers inspired to learn more.
Alpine Park’s exceptional efforts were acknowledged at the 2022 Calgary BILD Awards, receiving recognition for the best website, best marketing campaign, and best brochure.
Results
Excitement, Awareness, and Thriving Development
Our digital marketing endeavours yielded impressive outcomes, meeting the objectives of generating excitement, building awareness, and facilitating lead generation for Alpine Park. Search ads achieved double the standard click-through rate and contributed to 41% of all website conversions. Custom display ads reached over 12.9 million impressions, achieving four times the standard click-through rate.
Within just six months, more than half of Alpine Park’s initial phase lots were sold, and the development continues to flourish. The project stands as a testament to the successful communication of Alpine Park’s vision, engaging potential buyers, and driving growth.
Development Solution & Stack
CMS
Wordpress custom theme & structure
Programming Frameworks
Proprietary Laravel wrapper utilizing Blade Templating paired with PHP 8.3.
Frontend styling with Tailwind.css & Jquery.
GSAP Animation Library.
Server Infrastructure
Live development utilizing AWS.
Ubuntu with Nginx.
ImageMagick Utilization for optimized image handling.
Database Framework
MySQL 8.