Edition Birmingham

For an overseas investor, Birmingham often needs establishing before the building does. Manchester has years of coverage behind it; Birmingham's case - regeneration, transport, rental demand, the gap between price and yield - still has to be made. The launch had to answer the city before it answered the apartment.

So the site opens wide and narrows: the city, then the location, then the building, then the apartment you would actually reserve. The investment rationale, floor plans and pricing sit on the page rather than behind a form, because an investor comparing three cities will not fill in a form to get the basics.

I led the creative direction and design, ran the build, and produced the collateral the sales team take into meetings - brochures, floor plans and price lists - kept aligned with the site so nothing contradicts itself between a screen and a printed page.