Reimagining Aboitiz Land's
digital home buying experience.

Aboitiz Land

A real estate website that had to do the job of a brand launch

Aboitiz Land is one of the Philippines' established real estate developers, with more than 30 years of history behind it and a clear mandate ahead: to innovate the way Filipinos live. Its portfolio spans residential communities, commercial developments, and master-planned townships built for the long term. By 2024 the company had a new brand identity, and what it needed next was a website that could carry it. That's where we came in, leading the real estate website development from the visual system through to launch.

The problem

On paper the brief was a website redesign. In practice it was a brand launch.

The previous site had done its job. But a company repositioning itself for the modern Philippine property market needed more than an updated look. It needed a faster, more secure platform, shaped around the way buyers actually search and decide.

Then there's the audience. Aboitiz Land serves first-time homebuyers who are still exploring their options, alongside seasoned investors weighing up a whole portfolio of communities. Those two arrive with very different questions, and the site had to answer both without making either one sit through the other's journey.

There was one more requirement, easy to overlook and impossible to ignore. A digital platform for a major property developer handles real user data and carries brand reputation at scale. Security had to be designed in from the start.

Our approach to real estate website development

The brand identity came first. We studied Aboitiz Land's new visual system, learned how it behaved in layout, and only opened the wireframes once we could design from inside it. A redesign of this kind has to grow out of the identity. Apply it as a surface layer and it shows. Every layout decision, typographic choice, and interaction needed to feel like it came from the same place the brand did.

UX came next. We mapped the journeys that mattered most, from a first visit to the homepage, through community exploration, to a qualified inquiry. Property websites tend to fill up with information all competing for the same screen. Our job was to clear that away and give people one obvious path through the site, so the next step is never a hunt.

Development ran on Laravel, an enterprise-grade PHP framework we chose for its security model and for the scale this platform has to hold. We configured the content management system for everyday use, so the Aboitiz Land web team could handle content updates on their own, without pulling in a developer for routine changes.

What we built

The brand, carried through every page

Aboitiz Land's updated visual identity, including their new geographic pattern, was integrated across the site with precision. Color, typography, spacing, and motion were applied consistently, so the website and the brand read as one thing. The site became the primary digital expression of the rebrand.

A custom property platform on Laravel

The brief called for something built to last, so we built it custom on Laravel. A template would have capped what the platform could do later. What's there now is secure, structured for growth, and built to handle the complexity of a developer running several communities at once, each with its own unit types and buyer journeys.

Property search made intuitive

Finding the right community, then the right unit inside it, is the core task of a real estate website. We designed the browsing experience around that one job. Communities are presented so buyers can compare them properly, then move to an inquiry without detours.

Built for the phone, where buyers actually look

Property research in the Philippines happens largely on a phone, often in short sessions spread across weeks. Navigation, property listings, image layouts, and inquiry flows were all designed for that screen first, then built up for desktop with nothing lost along the way.

A CMS the team can actually use

A powerful website that only a developer can update becomes a liability. So we configured the CMS for Aboitiz Land's internal team to publish listings and update pages themselves, with no technical background required. Listings go up the day the team decides to put them up.

After launch

The site went live matching the ambition of the rebrand. The platform holds up next to the communities it presents, and it was built for longevity, not just for launch.

Designblue continues to maintain the site under an ongoing technical maintenance agreement covering security updates, platform upkeep, and performance monitoring. That continuity is deliberate: the team that built the site is the team that still looks after it, and it's how we've run client work for the better part of two decades.

"They developed several of our websites and the Designblue team is really easy to work with. They are my go to for website implementations."

Irish Erika Dionisio, Aboitiz Land

Planning a property website that has to carry a brand

Start with where the brand is going. We can work back from there to what the site has to do, and what it'll take to build it.