The website’s objective was to introduce and build interest in the new community of Saltleaf on Estero Bay. By communicating the value of its unique and comprehensive community vision, the website would enhance the appeal of its first residential offering, The Ritz-Carlton Residences, Estero Bay.  
Saltleaf on Estero Bay is a new, 507-acre community in Bonita Springs. A major differentiator from other Naples-area hospitality-branded residences is Saltleaf’s exceptionally peaceful and expansive natural setting. With Estero Bay as its border, Saltleaf will be a community where residents can take trails to a new neighborhood marina, golf course and 144-acre natural preserve. Saltleaf’s deep immersion in nature — and the life of serenity and activity it provides — sharply defines Saltleaf’s position among its local competitors. 
The website’s arresting homepage image quickly tells visitors that they have landed in the right place (this image also appears in ads and social media). But here, the motion of the leaf and water add to the experience, underscoring the community’s waterfront setting. The homepage also provides an orienting regional map and modules that hit topline interests: The Ritz-Carlton Residences; the new Saltleaf Golf Preserve; the new Saltleaf Marina; the rare waterfront setting; the world-class design team; and an interest list sign-up form. Most modules link to secondary pages for a deeper dive. The main navigational bar also adds high visibility to the sign-up process. And an appealing image gallery with teaser copy appears at the bottom of the homepage to deepen the audience’s engagement with social media.  
This website had the extra challenge of partnering with the developer’s sibling websites for Saltleaf Golf Preserve and The Ritz-Carlton Residences, Estero Bay. These three websites are seamlessly connected, each with its own vision but complementary in tone. The Saltleaf website strikes a balance between relaxed and refined imagery and language, speaking to an audience that might be interested in its public golf course and marina, or its very private and exclusive residences.