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Fortville

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End-to-End Development Case Study

Corporate Identity, Copywriting, Design, Search Engine Marketing

Client Overview

Fortville Serviced Apartments are fully furnished accommodations for mid to long term business travellers across many nationalities. The business prides itself in its outstanding service, diverse amenities and prime location.

“Quality Living for Business Residents” 

Project Vision

As the website would be Fortville’s pioneer online presence, it was highly important that the site’s style and content were impressive as well as accurate. The client wanted the site to showcase Fortville’s different types of bedrooms and suites in an appealing way as well as highlight the many facilities residents could enjoy.

In addition to site design, Verz Design was also entrusted to deliver copywriting for the site’s content , designing a logo for the business and directing traffic to the completed site with search engine marketing on Google. The client’s vision hence required us to deliver a consistent professional yet inviting tone from end-to-end: in the site’s write-up, look and feel, as well as in search engine keywords and ad text.

The Verz Process: From Vision to Reality

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CORPORATE IDENTITY

When creating a brand new logo for Fortville, we thought about crafting a first impression for the business that exuded modernity and professionalism. The thin font lent a sense of sophistication to the logo, while the central graphic mirrored the neat and structured exterior of the apartments.

  • Fortville Logo #1

    Approved Logo Mock Up

  • Fortville Logo #2

    Proposed Logo Mock Up

  • Fortville Presentation View

    Approved Logo

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WEB COPYWRITING

The style of writing was targeted to be consistent with Fortville’s target audience of corporations and Human Resource personnel across every industry, reflecting a professional yet accessible quality. Verz also aimed to make a good impression on potential residents of Fortville by presenting Fortville as a full lifestyle experience rather than just temporary accommodations. The tagline “quality living for business residents” was used as the foundation for portraying Fortville apartments as “the perfect balance of work, play and a vibrant lifestyle”.

The writing also leveraged on Singapore’s selling points by presenting Fortville as being at the heart of “one of the world’s most vibrant and cosmopolitan destinations” and “a short commute from […] the historic Katong district with its international cuisine”.

  • About Us Copywriting

    Approved Copywriting

  • Lifestyle Hub Copywriting

    Approved Copywriting

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WEBSITE DESIGN

Here’s our designer’s approach in delivering the desired style to Fortville’s website.

Homepage Design

The client had a clear vision for the site’s homepage to exude a creative, dynamic, trendy and clean style. Our designer aimed to use vibrant images to showcase the relaxing interior of Fortville apartments. Bold accents of colour were employed to make give an energetic and dynamic impression upon visitors’ entry to the page.

  • Fortville Homepage #1

    Approved Homepage Mock Up

  • Fortville Homepage #2

    Proposed Homepage Mock Up

  • Fortville Mobile View

    Responsive Homepage Mock Up

Inner Pages Design

The neat and professional style carried through to the site’s inner pages. Prominent images were used to emphasise the sporty potential of Fortville apartments, once again presenting it as a lifestyle rather than temporarily accommodations. The apartments and suites were also featured prominently to give visitors the feeling of access and highlight the inviting nature of the spaces.

  • About Us

    Approved Inner Pages

  • Apartments Landing

    Approved Inner Pages

  • Apartments Detail

    Approved Inner Pages

  • Lifestyle Hub

    Approved Inner Pages

  • Review

    Approved Inner Pages

  • Get a Quote

    Approved Inner Pages

  • Contact Us

    Approved Inner Pages

  • Thank You

    Approved Inner Pages

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SEARCH ENGINE MARKETING (SEM)

With the website completed to the client’s vision and launched to the public, Verz then engaged in marketing the site on #1 international search engine Google to bring in web traffic. As a certified Google Partner agency, Verz was able to offer specific insights on optimising the Google marketing campaign and consult Google directly if any issues arose.

Within the first 5 months of marketing, the campaign generated over 28,000 impressions to potential customers. These ads featured Fortville’s contact number, business information, as well as links to the inner pages of the website.

Additionally, the campaign deployed a strategy of bidding aggressively for important keywords. This ensured that Fortville content remained at the top of Google’s first page search results for crucial keywords like “serviced apartments Singapore”.

Bringing it all togetherBringing it all together

The final output of Fortville really emphasised an end-to-end delivery of the client’s vision.

Verz was able to understand their business goals from the start and align all services to meet those goals: from copywriting to design to post-launch marketing.


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