Maidstone Properties is a property development company focused on creating considered residential developments with an emphasis on quality, design and long-term value. Studio Sole was engaged to develop a new digital presence for Maidstone, alongside marketing collateral for its latest development, 6 Heaphy Street in Blockhouse Bay.
The project provided an opportunity to rethink how the Maidstone brand could be presented, moving away from the conventional visual language often associated with property development and towards a more editorial, design-led identity.
The project began with a rethink of how the existing Maidstone brand could be used moving forward. Rather than creating a completely separate visual identity for each development, the goal was to establish a more considered design language that could provide consistency across future projects while still allowing individual developments to have their own character.
The resulting direction takes cues from editorial design, combining strong typography, generous spacing and a restrained visual system to create a brand presence that feels confident and contemporary.
This approach gives Maidstone Properties a more distinctive position within the property development market, while creating a flexible foundation that can be carried across digital, print and future developments.
The website was designed around the idea that a property development website doesn't need to follow a predictable formula. Instead of relying on rigid grids and conventional property layouts, the experience uses editorial compositions, large-scale imagery and considered typography to create a more engaging way of exploring Maidstone's work.
Developed entirely in Webflow, the website balances this more expressive visual approach with clear access to the information prospective buyers need. Developments, company information and project details remain easy to navigate, while interaction add movement and depth throughout the experience. The result is a website that feels more like an extension of the Maidstone brand than a traditional property development template.
Alongside the website, Studio Sole developed marketing collateral for 6 Heaphy Street, a collection of architecturally designed homes in Blockhouse Bay. The development comprises 14 freehold homes designed by FORMIS Architecture, with a focus on considered layouts, quality finishes and contemporary living. The sales brochure carries the same editorial language established through the new Maidstone identity, creating a consistent experience between the digital presence and physical marketing material. Typography, imagery and layout were carefully considered to present the development as a complete proposition rather than simply a collection of property specifications.
This consistency across website and print helps establish a stronger visual connection between Maidstone Properties and each development it brings to market.
The website was built in Webflow to give Maidstone Properties a flexible platform that can evolve as new developments are introduced. The structure allows project information and imagery to be updated while maintaining the established visual language across the site. By creating the brand, website and development collateral as part of the same project, the various touchpoints work together as one cohesive system rather than existing as separate pieces of marketing.
Maidstone Properties now has a more distinctive visual language and digital presence that reflects its design-led approach to property development. The new Webflow website provides a platform for showcasing current and future developments, while the supporting marketing collateral demonstrates how the refreshed identity can extend seamlessly into physical applications. Together, the project establishes a more confident and editorial approach to property development branding - giving Maidstone a recognisable visual foundation that can continue to evolve with each new project.
