The public persona of NeueHouse began as intentionally opaque. Exclusivity not only created intrigue, but drove demand. This approach to brand equity and strategic marketing was successful at driving potential Members to learn how to engage. However, its existing website, holding true to their approach, made it extremely difficult to discover core details about the offering.  

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As a culture shifted from discerning and considered to one-click and on-demand, it became critical that information be rapidly accessible and contact instant. Leveraging a new set of identity elements, the new NeueHouse website provided a greater level of product detail, clearer site architecture, and reduced user friction. Created in collaboration with King & Partners.