Kestrel Point.
A presale experience for a master-planned lakefront community, designed end to end in about two weeks.
- Role
- Concept, design and build
- Timeline
- About two weeks
- Deliverables
- Site plans, 13 renders, video, brand, interactive website
- Tools
- AI image and video generation, Lovable, Figma
The problem
Builders have to sell homes before they exist. Buyers are asked to commit to a community they can't walk through, and the marketing behind most new communities is assembled from four or five vendors who never talk to each other: one for renders, one for the website, one for branding, one for video. The result is slow, expensive and inconsistent.
The idea
One designer, one site plan, one consistent experience. I designed Kestrel Point, a fictional Central Florida community with townhomes, family homes, lakefront estates, a clubhouse, a beach club and a nightly lake show, to show what a complete presale experience can look like when everything comes from a single plan.
Lock the plan first
My first aerials looked beautiful and fell apart under scrutiny: roads that went nowhere, homes facing the wrong way, lanes that didn't line up. AI was generating buildings without understanding a plan. So I stopped rendering and locked the site plan first, with every road, lot, fence and amenity placed intentionally. From then on, every image matched. AI gives you speed. Design judgment is what makes the result believable.
Telling the story
Instead of a gallery, the website walks buyers through a full day at Kestrel Point, from morning coffee in the Village to the lake show at night. Every render was planned around a moment in that day, and the time of day shifts from image to image to tell it.
The brand
A community needs a name people can say and a mark they remember. The kestrel is a small falcon known for hovering still above the ground before it moves. It became the symbol for a place built around calm, clarity and the lake at sunset.
Symbol
What I built
- Day and night illustrated site plans
- An aerial hero and 13 eye-level renders
- Two cinematic video clips
- A logo and brand system
- An interactive website with a clickable site map, day-in-the-life timeline, amenity viewer and lead capture
- All copy and storytelling
What it shows
Most of this work usually takes four or five vendors and two to three months. Done as one connected process, it took about two weeks, and every piece matches because it all comes from the same plan. It's the same principle I've followed my whole career: when things are complex, people hesitate. When things are clear, they move.