Case Study: Edgewood Properties

Building a Cohesive Digital Presence Across a Growing Portfolio

A property portfolio needs to help people understand each community while keeping the wider organization recognizable. At Edgewood Properties, I was responsible for the web presence across the property portfolio, including websites and email communications.

My work connected website development and updates with HTML email production. It involved the design, content, and marketing needs of individual properties as well as the corporate website.

This study brings together the website, UX, and email work described in that period. It shows the range of the contribution and the colleagues involved.

The Challenge

Each property had its own information, imagery, and audience. The challenge was to keep the navigation and visual decisions coherent while allowing a community or commercial property to retain its own identity.

A repeated layout or content decision could affect several sites. Clear references and coordination with the people supplying content were important parts of keeping the work manageable.

The aim was a practical approach to the portfolio: make information easier to follow and give the marketing team a consistent basis for updates.

The Strategic Approach

I worked with internal designers, copywriters, marketing colleagues, and technical staff on website and campaign needs. That collaboration connected the frontend implementation with the materials and decisions feeding into it.

The work included page structure, navigation, visual consistency, and reusable patterns across different property types. The details needed to fit the individual site as well as the shared approach.

Wireframes, content organization, and review of existing pages helped make the intended experience clear before and during implementation.

Working across the portfolio meant thinking about what could be shared and what needed a property-specific treatment.

Contributions Overview

The property lists below provide context for the website and communication work described in this study. Current linked websites may have changed since the versions I worked on.

Residential Communities Supported

Commercial Properties Supported

Alongside property-specific work, I supported updates to the Edgewood Properties corporate website.

Contributions spanned across:

• Website design, development, and refinement
• Email campaign creation and deployment
• Information architecture improvements
• User experience research and usability testing
• Brand consistency enforcement across digital assets
• Google Analytics tracking and iterative data-driven improvements

Applications and Tools Used

• Adobe Dreamweaver: HTML/CSS development and website maintenance
• Adobe Photoshop: Web graphics, marketing visuals, and image optimization (Save for Web)
• Adobe Illustrator: Logo refinements and scalable vector assets
• Adobe Acrobat: PDF creation and editing for digital property documents
• Constant Contact: Branded email campaign deployment and list management
• Litmus: Email rendering and quality assurance testing across devices and clients
• OmniGraffle: Wireframing, user journey mapping, and site architecture planning
• Wireframing and Storyboarding: UX planning and iteration for websites and emails
• Google Analytics: User behavior tracking, conversion analysis, and UX optimization
• SEO Basics: On-page meta optimization and content strategy for enhanced visibility
• Photoshop Optimization / TinyPNG: Improving page load speed through optimized assets
• Manual Versioning and CyberDuck: Secure file management, FTP workflows, and project archival discipline
• CyberDuck: Secure file transfer and collaboration across design and development teams
• WCAG 2.0 Best Practices: Color contrast, image alt-texts, and user accessibility consideration
• RealPage Platform: Property listings, leasing portals, and resident communication systems
• Google Maps Integration: Embedding property locations and optimizing findability
• Microsoft Office Suite: Project documentation, content planning, asset tracking, and internal communication

Dated work from the archive

These are working examples from the website and email responsibilities described above. The dates are creation dates recorded in my filename convention, rather than campaign send dates. For example, 20150827105327 records August 27, 2015 at 10:53:27; the invitation itself describes a later event.

Selected archived email examples. Dates follow the original filenames.

Creation date in filename	View the original email
2015-08-27	Park Lane pool-party invitation
2015-10-08	The Crossings: Trunk or Treat
2016-05-10	College Pointe quarterly newsletter
2016-08-03	Special invitation

Together, these samples show recurring email production across resident events, newsletters, and marketing communications. My responsibility also covered the property and corporate websites described in this study.

Before vs. After

The tables below describe the design and coordination issues involved and the approaches used to address them. They are a qualitative account of the work, rather than a controlled measurement of business outcomes.

The Result

The contribution brought website implementation, visual consistency, and communication materials together across the portfolio.

Shared patterns and templates provided a basis for ongoing updates. The work also depended on the people preparing content, reviewing designs, and coordinating priorities.

For another team, the relevant experience is the ability to work on an individual page or campaign while understanding its relationship to a wider set of properties and materials.

Credits and Acknowledgements

I worked alongside people whose design, content, and coordination made the projects possible. Their contributions deserve acknowledgment:

• Kevin Revoir, Graphic Designer: A creative partner whose design craftsmanship consistently elevated the visual quality across projects.
• Danielle Chan (Wong): An outstanding coordinator whose precision and calm execution kept complex timelines moving effortlessly, the best I have worked with.
• Bruce Gassman, Director of Sales: A communicator with unmatched clarity and persuasive energy, capable of articulating visions sharply and inspiring action at every level.
• Jack Morris, Founder: More than a leader, a mentor figure whose vision, decisiveness, and deep commitment to excellence created an environment where high standards were lived, not just expected.
• Ashley McPartland: A master of timing, whose ability to coordinate critical communications and initiatives at exactly the right moments made all the difference behind the scenes.
• Marc LeVine: A motivator whose positivity, encouragement, and visionary thinking regularly turned challenges into new opportunities, making the impossible feel achievable.

Thank you to these colleagues for the care, practical help, and perspective they brought to the work.

What I could contribute to your team

Website and campaign support across a portfolio

This work shows how I can support several related websites while paying attention to each brand’s content and audience. My contribution combines frontend work, information organization, email production, and coordination with design and marketing colleagues.

This case study highlights Gyata Tabiri’s contributions in partnership with Edgewood Properties’ marketing teams. Created for portfolio presentation purposes.