Dunewell Properties

Project background

Dunewell Properties is a self-initiated concept project, and the brand is fictional. We created it to show how we would approach a website for a small Dubai brokerage that focuses on off-plan and waterfront apartments rather than selling a bit of everything. A business like this competes with large listing portals that carry thousands of properties, so its website has to offer something the portals cannot: judgement, clear explanations and an easy way to talk to a person.

Business objectives

The site needs to take a buyer from a loose idea, such as two bedrooms near the water within a set budget, to a short list of suitable developments quickly. It also has to carry the details that matter for off-plan purchases, like handover dates and payment plans, and make the next step feel low effort, whether that is a form or a WhatsApp message.

Design strategy

The palette borrows from the setting: sand and stone neutrals with a deep sea-teal for headings and actions. Lora gives the headlines a calm, editorial voice, while Inter keeps search fields, prices and specifications easy to read at small sizes.

Instead of stock photography, the concept uses architectural elevation drawings. The hero frames a waterfront skyline inside an arch, and each development card has its own elevation with floor lines and a dimension marker. In a live build these drawings would sit alongside real renders and photography, but they show how a consistent illustration style can make listings feel considered rather than lifted from a developer brochure.

The search bar sits across the bottom of the hero so it is visible on first load, with tabs for off-plan, ready and rental homes. Development cards lead with the facts buyers compare: location, bedrooms, size in square feet, payment plan and price, or “Price on request” where that is how units are released. A floor plan and four plain statements explain how the brokerage works, and the neighbourhood guides use simple map linework to introduce each area.

Development approach

We would build the site as a fast, largely static front end connected to a headless CMS for developments, neighbourhood guides and advisers, so the team can publish a new project without touching code. Search would filter a structured listings collection by area, type, bedrooms and budget, and the main results pages would be indexable for searches such as off-plan apartments in a particular area. Each development page would have descriptive URLs, structured data and responsively sized, compressed images.

The layout is designed mobile first. On a phone the search fields stack into a two-column grid with a full-width button, cards become a single column, and the WhatsApp and call actions stay within easy thumb reach. Colour contrast, visible form labels and keyboard focus states are part of the design rather than an afterthought.

What this concept demonstrates

It shows how we would give a small brokerage a distinct, trustworthy presence without relying on generic property imagery: a clear search journey, listings that answer real buyer questions, and an enquiry flow that matches how people in Dubai prefer to get in touch.