The project began with a discovery session covering the community vision, the target buyer profile, the builder group structure, and the content priorities for launch. The site map was built to support a phased community that would evolve over multiple development stages, with flexibility to add builder partners, new phases, and neighbourhood information as the community grew. Wireframes were approved before any visual design began, ensuring the layout hierarchy served the content rather than the template. The visual design was developed in parallel with the copywriting, with landscape photography informing the colour decisions and page layout from the first comp. The homepage was built around a full-bleed hero image of the coulee and escarpment, establishing the landscape as the lead character of the community before any text was read. Builder partner pages were structured consistently so buyers could compare product and price ranges without leaving the community site. On-page SEO was configured across all primary pages with local search terms targeting southwest Calgary residential development, and the site was optimised for mobile from the ground up given the high volume of new community search traffic coming from mobile devices.