Designing a seamless acquisition pipeline for foreign investors targeting Australian commercial land and master-planned estates. From custom logo creation to a comprehensive desktop UI spec, this case study explores multi-tier subscription logic, localised payment methods (including WeChat Pay), and dynamic account verification flows.
The Challenge
The project started as a raw data dump with a pretty tangled brief. The client wanted an experience that felt like a modern real estate platform, but built around a subscription model—a domain I hadn't designed for yet.
Right away, I spotted a major issue with the supplied concept logo. It was a light yellow mark on a white background that failed basic WCAG accessibility standards and severely limited what I could do with the UI palette.
I pitched a quick brand refresh to fix the foundation first—pairing a dark navy with yellow accents so the UI had real contrast and structure. Once the brand was accessible and locked in, I moved straight into designing the subscription architecture and the landing experience.
Project Goals
Fix the Brand & Accessibility First:
Replace the unworkable concept logo with a high-contrast navy and yellow identity that meets WCAG standards and looks trustworthy to commercial investors.
Map Out the Subscription Model:
Structure a clear, multi-tiered checkout flow (Free Trial through Level 3) so users immediately understand what each tier unlocks before paying.
Clean Up Data-Heavy Search:
Take complex property metrics, land plots, and investment filters, and organise them into a simple, scannable desktop layout.
Build a High-Converting Landing Page:
Design a landing experience that connects the marketing story directly into the onboarding and account creation flow.
Initial Logo Concept
New Logo Concept
Colour Palette
Role: Secondary logo colour, used for accents and CTAs
Role: Primary colour for logo, used for backgrounds and headings
Role: Used for copy
White #FFFFFF
Role: Used for backgrounds and copy on dark backgrounds
Light Blue Grey #E1E6EB
Role: Used for borders
Light Grey #F5F7F9
Role: Used for backgrounds
Subscription Platform
The core web app experience mapping out multi-tier subscription plans, localised checkout options, and instant feature access.
Aureliax Landing Page
The marketing landing experience built to connect commercial land investment opportunities directly into the onboarding pipeline.
Key Takeaways
Problem Identification
Investing in Australian property from overseas is usually a headaches-and-spreadsheets mess. Offshore buyers have to deal with confusing FIRB regulations, fragmented market data, and dodgy listings—while most existing platforms completely lack the trust and polished branding needed to handle high-value investments.
The Approach
I focused on building a clean, high-trust digital experience that turns complex regulatory and market data into something clear and actionable.
My main focus areas were:
Clear Financial Tracking: Designed simple, visual yield calculators and live syndicate progress cards so target IRRs and GDVs can be reviewed in seconds.
Frictionless Conversion: Built a modular pricing matrix, interactive free trial toggles, and an easy checkout flow to guide users smoothly to onboarding.
Upfront Compliance Info: Designed clear visual callouts and checklists for foreign buying rules (FIRB), so buyers can quickly see key requirements right on the page.
The Outcome
The result is a clean, data-driven platform that bridges the gap between raw property data and foreign investors. It takes the guesswork out of foreign acquisitions..
Current Status
Desktop concept sent to client for initial review.
