Avocet Tower is a new beacon for Bethesda, Maryland - an office development with a two-story lobby, an outdoor plaza, and a reception shared with the adjacent A.C. Hotel. Working through JLL's branding team, the brief was to create a web experience that matched that ambition, inside a tight window: roughly 80 hours to refresh the site, build custom modules, and add real interactivity.
Everything followed Avocet's established brand guidelines closely rather than reinterpreting them - updated layouts, refreshed color application, and new templates, with animation added via the GSAP JS library to give the site some of the same presence as the building itself.
The site launched inside the 80-hour window and has continued under ongoing maintenance, informed by Google Analytics. The project reinforced two things worth carrying into every fast-turnaround brief since: follow the brand guide thoroughly rather than improvising around it, and start with design before writing a line of code.