URBAN EDGE

To begin this project, Squeaky completed extensive research on Urban Edge’s direct competitors and held multiple discovery sessions and stakeholder interviews. The insights gained from that discovery work ensured that Squeaky created a modern website that was easier to use, more accessible, and sleeker than other companies in the REIT market.

Squeaky redesigned and modernized the entire Urban Edge website, balancing respect for the company’s legacy with a bold, future-ready experience designed to attract new real estate investors. The site was rebuilt to meet Web Content Accessibility Guidelines (WCAG) AA standards, ensuring full technical and visual compliance.

Accessibility was embedded into every design decision—extending beyond standard color palettes and typography. Through Squeaky’s partnership with a specialized accessibility firm, the site underwent both automated and manual testing to deliver a compliant, inclusive experience without compromising design or performance.

Urban Edge’s former UX was not as easy to navigate as their clients needed it to be. Squeaky streamlined the navigation menus and created a seamless and easy to use search bar for property information. Each page was designed to be visually pleasing while keeping data and company holding information easy to locate.

Using improved callouts, color blocking, more legible typography, and optimized content hierarchy, the user experience and SEO were vastly improved. Due to the amount of extensive content in the site, we created a complementary navigation tier which preserves the clean UI while providing a dedicated home for the client’s most extensive resources to ensure unobstructed, intuitive discovery.

This refreshed experience makes it easier for users to quickly find the information they need while reinforcing Urban Edge’s updated brand identity. The platform also equips the Urban Edge marketing and web maintenance teams with the tools needed to manage and update the site efficiently.

Squeaky built a custom Drupal-based CMS for Urban Edge that replaced third-party limitations with a powerful, fully owned platform. By integrating automated APIs, property data is refreshed daily—ensuring the website, interactive site plans, and downloadable property brochures are always current, with minimal effort from the Urban Edge team.

The solution features dynamic, interactive site and floor level maps that make property exploration intuitive and engaging, while surfacing detailed, real-time data for each location. Urban Edge now owns and controls all property data, giving their team the flexibility to manage, market, and scale content on their terms.

By eliminating reliance on Property Capsule’s third party software, Urban Edge removed ongoing fees and unlocked functionality tailored to their exact needs. The system integrates seamlessly with existing data sources, improves SEO performance, and is built to evolve alongside the business.

Urban Edge now has a scalable, cost-effective platform that showcases their new brand identity while delivering enterprise-level functionality—without the cost or constraints of traditional property management systems.