Embrey came in with an interesting set of objectives. How do you create a "brand" of website, one that doesn't look like a template, one that speaks to how unique Embrey is, all at the same time encompassing the unique branding of each of their 38 individual properties? I started with which characteristic should be familiar across the board, the parts that say Embrey, the uniquely alike. Then I moved on to which parts would be the unique personality captured by that property to cater to each demographic area. It still amazes me how much hero imagery can change the entire feeling of who the target audience is, the feel of the community, and where the property is located.