Crescent & Oak Realty
A concept luxury real estate brand and site for Orlando, FL
Project Overview
Crescent & Oak Realty is a concept project: a fictional Orlando, FL–based real estate brokerage, invented and built end-to-end — brand, content, design system, and full-stack build — to demonstrate what a genuinely polished real estate web presence looks like when it's not assembled from a template.
Real estate is one of the most template-saturated categories on the web. The brief I set for myself was simple: what does this vertical look like when every section is designed with intent instead of dropped in from an IDX plugin?
Our Role
Design & Development (solo) — concept brand invented and built end-to-end, from brand identity and content to a deployed, production-grade Next.js build.
- Invented the full brand identity — name, palette, typography, and market positioning
- Wrote all content from scratch: 7 neighborhood profiles, 7 listings, agent bios
- Curated and matched 55 individually sourced photographs to each listing's narrative
- Built live listing filters, a working mortgage calculator, and a custom lightbox gallery
See It Live
The Concept
Brand
Crescent & Oak Realty, "Central Florida's Finest Addresses" — a name drawn from real Orlando geography (Crescent Lake, the city's oak-canopied historic streets) so the identity reads as locally authentic rather than invented-sounding.
Market
Seven real Orlando-area neighborhoods — Winter Park, Lake Nona, Dr. Phillips, Windermere, Baldwin Park, Thornton Park/Downtown, and College Park — each researched and written with distinct character rather than generic copy.
Inventory
Seven listings spanning $465K to $3.4M across five property types — bungalow, colonial, condo, new-construction, and golf-course/lakefront estates — each with a full spec sheet, written description, and dedicated photo gallery.
Visual Design
The design direction moves away from the cold, corporate-blue palette most brokerage sites default to. Instead: a warm cream and sand base, deep forest green, and a warm gold accent — paired with Fraunces, a display serif with real editorial weight, against Inter for body copy.
The result reads closer to a boutique hospitality brand than a listings portal — every section designed with intent rather than dropped in from an IDX plugin.
Design in Practice
Interactive Engineering
Live Listing Filters
Neighborhood, price band, and bedroom count, filtered client-side with instant results and URL-aware deep-linking — /listings?neighborhood=windermere lands pre-filtered.
Mortgage Calculator
A working calculator on every listing page — down payment, rate, and term sliders recalculating monthly payment in real time.
Custom Lightbox Gallery
Keyboard and click navigation, built without a third-party gallery dependency.
Scroll-Triggered Animation
Reveal-on-scroll sections and animated stat counters using Framer Motion, tuned to feel premium rather than gimmicky.
Fully Responsive
A dedicated mobile navigation pattern across mobile, tablet, and desktop.
Static Generation
Listing detail pages statically generated at build time via generateStaticParams for instant loads, with next/image handling optimization and responsive srcset delivery.
Content & Photography
Every listing, neighborhood profile, and agent bio was written from scratch rather than filled with lorem ipsum — because a case study built on placeholder content doesn't actually prove the design holds up under real information density.
All 55 photographs were individually curated and downloaded (not hotlinked) from freely licensed sources and matched to each listing's specific narrative — a lakefront estate gets a private dock shot, a downtown condo gets a skyline view, a bungalow renovation gets original hex-tile detailing.
Project Highlights
A full concept, not a template
Real content depth, real interaction design, and real performance discipline — treated exactly like a real client engagement.
55 curated photographs
Individually sourced and downloaded from freely licensed sources, matched to each listing's specific narrative.
Zero-warning production build
Built on Next.js 16's App Router with TypeScript throughout, shipping with zero ESLint warnings and a clean production build.