Case Study: Edgewood Properties

Building a Cohesive Digital Presence Across a Growing Portfolio

In 2015, Edgewood Properties was in the middle of a powerful expansion phase — launching residential communities and commercial centers across New Jersey and neighboring states. The company’s physical footprint was growing fast, but its digital presence faced a critical challenge: each property was developing in isolation, risking fragmentation, inconsistency, and lost public trust.

When I joined Edgewood Properties, foundational digital efforts were already underway. I was initially hired as an HTML and frontend developer to support website needs. However, as the organization’s portfolio expanded and the demands of consistency and user experience grew, my role naturally evolved into a broader responsibility — helping to unify, refine, and enhance the digital strategy across properties.

Through strategic planning, user-centered design, and collaboration with internal teams, I helped Edgewood Properties transform its scattered web and email efforts into a coordinated, brand-consistent system — one capable of supporting aggressive growth while strengthening client trust, accelerating marketing, and preparing the company for its next evolution.

The Challenge

As Edgewood Properties expanded its residential and commercial footprint, the digital landscape grew increasingly fragmented. Each property operated with its own emerging web presence and marketing needs, often built without centralized brand standards or user experience consistency. Visual identities varied. Website structures differed dramatically. Email campaigns lacked unified tone, timing, and design.

Without a coordinated digital framework, the company faced hidden risks. Prospective tenants and buyers encountered inconsistent experiences from one property to another. Marketing teams spent valuable time recreating assets and navigating unclear standards. Brand trust — critical in real estate — became vulnerable to erosion through inconsistent first impressions.

To maintain its leadership in an increasingly competitive market, Edgewood Properties needed more than better visuals — it needed a scalable, unified digital strategy that could grow with its expanding portfolio, while delivering a consistent, trusted brand experience across every community and commercial center.

The Strategic Approach

Rather than rushing into isolated project fixes, I approached Edgewood Properties’ digital challenges through a system-wide lens. I began by auditing the existing websites, email campaigns, and digital assets for consistency, usability, and brand cohesion. Working closely with internal teams — including copywriters, designers, marketing leads, and technical staff — I built a clear map of strengths, gaps, and opportunities across the portfolio.

I developed standardized visual frameworks and information architecture models that could scale across multiple property types — residential, commercial, mixed-use — while preserving each property’s unique identity. Consistency in navigation, typography, color systems, and messaging tone became a priority across websites and digital campaigns.

At the same time, I introduced more disciplined user experience practices: wireframes, usability testing, data-driven refinements through Google Analytics, and internal content workshops. Every property touchpoint — from a resident portal login to a commercial leasing inquiry form — was evaluated for clarity, flow, and brand alignment.

This strategic foundation didn’t just improve individual projects — it made future launches faster, brand trust stronger, and marketing execution more seamless across the growing Edgewood Properties portfolio.

Contributions Overview

Between 2015 and 2017, I led or contributed to the digital strategy, website enhancements, and email communications for more than a dozen residential communities and commercial centers under the Edgewood Properties portfolio. These projects involved creating new web experiences, refining existing platforms, and establishing consistent branding and information structures across properties.

Residential Communities Supported

Commercial Properties Supported

Alongside these property-specific initiatives, I supported updates to Edgewood Properties’ corporate website (edgewoodproperties.com), ensuring the main brand presence reflected the growing scale and sophistication of the portfolio.

Contributions spanned across:

• Website design, development, and refinement
• Email campaign creation and deployment
• Information architecture improvements
• User experience research and usability testing
• Brand consistency enforcement across digital assets
• Google Analytics tracking and iterative data-driven improvements

Applications and Tools Used

• Adobe Dreamweaver: HTML/CSS development and website maintenance
• Adobe Photoshop: Web graphics, marketing visuals, and image optimization (Save for Web)
• Adobe Illustrator: Logo refinements and scalable vector assets
• Adobe Acrobat: PDF creation and editing for digital property documents
• Constant Contact: Branded email campaign deployment and list management
• Litmus: Email rendering and quality assurance testing across devices and clients
• OmniGraffle: Wireframing, user journey mapping, and site architecture planning
• Wireframing and Storyboarding: UX planning and iteration for websites and emails
• Google Analytics: User behavior tracking, conversion analysis, and UX optimization
• SEO Basics: On-page meta optimization and content strategy for enhanced visibility
• Photoshop Optimization / TinyPNG: Improving page load speed through optimized assets
• Manual Versioning and CyberDuck: Secure file management, FTP workflows, and project archival discipline
• CyberDuck: Secure file transfer and collaboration across design and development teams
• WCAG 2.0 Best Practices: Color contrast, image alt-texts, and user accessibility consideration
• RealPage Platform: Property listings, leasing portals, and resident communication systems
• Google Maps Integration: Embedding property locations and optimizing findability
• Microsoft Office Suite: Project documentation, content planning, asset tracking, and internal communication

Before vs. After

Without strong digital coordination, Edgewood Properties’ early web presence faced fragmentation, inconsistency, and inefficiency risks across its expanding portfolio. The following tables illustrate the contrast between the challenges encountered before centralized strategy, and the improvements realized after strategic digital alignment.

The Result

By mid-2017, Edgewood Properties’ digital presence had transformed from a collection of independent property sites into a cohesive, brand-consistent portfolio. Residential and commercial developments now shared a unified design language, clearer information architecture, and stronger digital-first branding across all customer touchpoints.

Website launches became faster and more efficient. Marketing teams operated with consistent templates, reducing asset production time. Client trust strengthened visibly, as prospective residents and commercial clients encountered a professional, reliable brand experience at every digital entry point.

Through this strategic digital foundation, Edgewood Properties improved its marketing agility, internal collaboration, customer satisfaction, and brand perception — positioning itself for continued expansion and success across highly competitive markets.

Credits and Acknowledgements

Successful projects are never built alone. I’d like to acknowledge several individuals whose contributions, collaboration, and spirit made my work at Edgewood Properties not only possible, but rewarding:

• Kevin Revoir, Graphic Designer: A creative partner whose design craftsmanship consistently elevated the visual quality across projects.
• Danielle Chan (Wong): An outstanding coordinator whose precision and calm execution kept complex timelines moving effortlessly — the best I have worked with.
• Bruce Gassman, Director of Sales: A communicator with unmatched clarity and persuasive energy — capable of articulating visions sharply and inspiring action at every level.
• Jack Morris, Founder: More than a leader — a mentor figure whose vision, decisiveness, and deep commitment to excellence created an environment where high standards were lived, not just expected.
• Ashley McPartland: A master of timing, whose ability to coordinate critical communications and initiatives at exactly the right moments made all the difference behind the scenes.
• Marc LeVine: A motivator whose positivity, encouragement, and visionary thinking regularly turned challenges into new opportunities — making the impossible feel achievable.

To each of these individuals: thank you for setting a standard of professionalism and collaboration that made Edgewood Properties a place where great ideas turned into real, measurable success.

This case study highlights Gyata Tabiri’s contributions in partnership with Edgewood Properties’ marketing teams. Created for portfolio presentation purposes.