The Victor Lofts, Camden NJ | Case Study | Splat, Inc.

The Victor Lofts

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Photography Credits:
Don Pearse Photographers

A refreshed look for a respected, historic landmark rental property.

The landscape for multi-family luxury rental properties is a very competitive one. For this assignment, Dranoff Properties asked us to refresh the branding and functionality of the website for one of their prized historic loft buildings, The Victor. Originally a manufacturing facility for the RCA Corporation, the building is best known as the original factory which produced the iconic RCA Victrola.

The success of The Victor has spawned competition in the local market. That competition is typically new construction and features lower ceilings and fewer, more standardized floor plans. To differentiate The Victor, we were asked to rework their former website. Differentiators were emphasized. The higher ceilings, the unique floor plans and all the historic details baked into the DNA of this landmark structure. The visual feel of the site was considerably changed as well, with the goal being to blend a look of timelessness, along with a modern user experience.

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