From Research to Concept

Brand audit. The Flex is warm and human: deep green, cream, real apartment photography. Base360 is cool and technical: a blue-to-violet gradient and product UI. The Academy needed to sit between them.

Competitor audit. I reviewed creator courses, rent-to-rent programmes, community memberships and software academies. A detailed curriculum and transparent pricing built trust. Income claims, fake discounts and lifestyle imagery destroyed it.

Exploring the hero. I tested several directions: a wall of apartments, postcards from seven cities, giant photo-filled “1 → 30” numerals, and the blueprint. The blueprint won because it’s the only one that is both eye-catching and an explanation of the offer.

The Problem

How do you launch a new brand that two very different people trust within 30 seconds?

Two offers, one page. A low-cost Launch programme sold through a free webinar, and a premium Scale programme sold through a strategy call.
A “wow” that still explains. The brief asked for a hero that stops the scroll without hurting clarity.
A sibling, not a copy. The Academy had to feel related to The Flex and Base360, while having its own personality.

Key Concept - The Blueprint

The hero is a floor plan of a rental company. The top row (sourcing, deals, operations) is the Launch path. The bottom row (team, pricing, growth) is Scale. The dashed extension is “your next units”. The foundation underneath is Base360, the software everything runs on. One image explains both offers and the relationship between all three brands.

Two Paths

The offers side by side. Each card shows who it’s for, what you leave with, what’s included and the price, and has one clear action.

Founders & Results

The Academy is new, so instead of invented testimonials, the results are the two companies the founders already built: The Flex and Base360.

CTA Flows

The webinar takes three fields, then a confirmation with the date and add-to-calendar. The strategy call asks a little more, so the team can qualify the lead, then moves to a calendar step and confirmation.

Questions

The FAQ answers what a sceptical visitor would ask before committing: which path is for me, how much it costs, which countries it’s for, and whether there’s a refund. The first answer also works as an honest filter, saying plainly who the programme is not for.

Mobile

The blueprint stacks vertically. The two paths become a toggle, with a sticky bar that follows the selected path.

Reflection

This project taught me that concept work and production work need different timeboxes. The brief changed halfway through, adding a second offer and a second flow, and most of my time went into the two hardest questions: what the “wow” should be, and how three brands relate. Once those were answered, the page came together quickly, because every section reused the same components. Next time, I’d timebox the concept phase separately and validate the direction before building.

The Users

• The 9-to-5 leaver: wants to start a first rental business safely, and has no units yet, or just one.

• The early operator: runs a few units and is stuck on manual work, thin margins and no time to grow.

• Both are busy, ambitious and sceptical of “guru” courses.

Design Decisions

Launch leads, Scale stays visible. The webinar is the primary action because it’s the bigger market and a smaller commitment. Scale gets an equally visible secondary button, never just a link.

Colour as a path system. Ochre is Launch and mint is Scale, on every button, chip and form, so one page serves two audiences without confusion.

Base360 only where the software is. The Flex supplies the green, cream and photography. Base360’s gradient appears only where the software does the work: the foundation, the product cards, the lockup. The serif, ochre and mint belong to the Academy.

Proof, not promises. Every number on the page is real and public. Where data was missing, I used labelled placeholders instead of inventing it.

One action per moment. Every section ends in a clear next step, and anyone not ready to commit gets a low-friction option: the free checklist.

The Solution

A single page built around one idea: the blueprint of the company you’re about to build. Launch leads because it’s the bigger market and a free webinar is the easier first step. Scale is never more than one click away.

View the Figma files here

Next Step

The page closes by offering both paths side by side, so visitors don’t have to scroll back up to decide. For anyone not ready to commit, a low-friction option sits underneath: the free STR scaling checklist, or the waitlist for the next cohort.