Brookfield Residential

Designing systems, not sites

Brookfield Residential has been a leading community builder for over 40 years. As an innovated land developer and homebuilder, their passion is creating the best places to call home, while providing an amazing customer experience. Brookfield has seven communities in Edmonton, each offering a unique feel.

Element Collage for Lake Summerside

Systems-based Design & Element Collages

To create consistency across the Brookfield suite of community websites, Top Draw used a systems-based design approach—breaking down the sites into a system of components, and applying a new design to the components of each community—ensuring unique yet unifying brand identities. Top Draw implemented brand elements with Brookfield’s global header and global footer, as well as the similar design layout, while creating a unique look and feel for each community.

Management and implementation guided by the market research created a strong content strategy for Brookfield—ensuring to attract the target audience, drive the brand’s target market awareness, increase foot traffic to show homes, and direct web traffic to builders’ websites.

Once the websites were launched, Top Draw measured for performance and compared the data against the predetermined baseline metrics. By defining and monitoring goals early in the process, marketing messages, website usability, and visitor interaction was optimized on the basis of meeting a common goal.

Website designs for Brookfield Residential communities.


Top Draw created a unique yet unifying design, as well as boosted functionality and content management of the Brookfield communities websites to offer a valuable and impactful user experience for prospective clients, while promoting Brookfield’s high-quality lifestyle and facilities—all which lead to increased foot traffic to showhomes in each uniquely showcased community.