LUX Residential

Most luxury real estate branding is location-agnostic — the same coastal photography, the same gold-on-navy, the same typeface that signals "premium" without belonging anywhere specific. Lux Residential needed the opposite: a brand that locals in Portland, Maine, would recognize as theirs.The company came out of a merger between two established Portland firms — one in high-end property management, one in residential sales. They needed a single identity that could carry both offerings and position them as Portland's premier service for high-end living, without grafting a generic luxury rebrand onto the city.Since launch, the company has doubled the number of accounts under management. The new site moved from WordPress to Webflow, resulting in a 70% increase in site speed and a 30% reduction in security risk.