Building a Modern Identity for a Legacy Brand
I led the redesign of Seeno Homes’ website, modernizing the digital experience for an 80+ year-old Bay Area homebuilder.
The project introduced the company’s first live sales data integration while navigating legal constraints, ADA compliance, and complex stakeholder needs. Mid-project, I stepped into full product ownership and helped drive a launch that resulted in a 1,214% increase in conversion events.
Impact
+1,214%
Conversion events
+111%
Organic search sessions
+68%
Organic engagement rate
Audience
Modern Bay Area homebuyers engaging with Seeno Homes online for the first time, expecting accurate, real-time listings and a brand that felt current.
Goal
Rebuild Seeno Homes' public-facing website to reflect 80+ years of brand trust while bringing it in line with how modern buyers expect to find and evaluate homes online.
This was the company's first platform to expose live internal sales data publicly — making accuracy, trust, and legal compliance non-negotiable from day one.
My Role
I wasn’t hired to lead this project. I inserted myself early because I wanted to be in the room.
By October, the marketing manager originally leading the redesign was let go. Without a formal handoff, I stepped into ownership with support from the Vice President, becoming the primary coordinator, decision-driver, and point of accountability alongside my full-time IT role.
From that point on, I became the primary decision-maker fofr site structure and user experience, ensuring the project remained on track, the vision was in alignment with the executive's goals and ultimately to make sure this website would go live.
The Problem
The existing website was outdated and fragmented:
Sales data lived across multiple internal systems
Updates were manual and inconsistent
Accessibility and privacy standards were not fully met
The visual brand no longer matched the company’s direction
Most critically, this redesign would expose internal sales data to the public for the first time, raising the stakes for accuracy and trust.
Challenges
TECHNICAL
Legacy systems
Internal sales data had never been integrated into a public-facing platform. Four separate systems needed to talk to each other for the first time.
LEGAL
Compliance requirements
California privacy laws and ADA accessibility standards were non-negotiable constraints that shaped every design and data decision.
ORGANIZATIONAL
Multiple stakeholders
Sales, marketing, IT, and executive leadership all had a seat at the table — each with different priorities, timelines, and definitions of done.
SeenoHomes data flow between platforms. Hover image to zoom in!
New Design Features
01
Modernized Branding
Updated logo and branding to continue the legacy branding.
02
Updated Information Architecture
Updated Information Architecture
03
Live Sales Data
Synchronized four separate sales and listing platforms into the company's first public flow.
What I Learned
This project was the first moment it clicked for me what it actually means to go from a contributor to an owner.
When the project lost its structure, I realized no one was coming to save the day. I quickly decided that this was my project to own. I learned how to juggle technical limits with business goals on the fly, and I quickly discovered that I didn't need a fancy title to lead, I just needed to earn people’s trust by consistently showing up and delivering.
My biggest takeaway is that great products don't happen because of a good process. They happen because someone cares enough to take total accountability when it matters most.
What Others Said
"I had the privilege of working closely with Elise on several key initiatives, most notably the buildout of our new website as part of the company’s rebranding efforts. Her leadership, expertise, and dedication have been invaluable to our team. Elise spearheaded the website project with remarkable precision and insight."
Building a Modern Identity for a Legacy Brand
I led the redesign of Seeno Homes’ website, modernizing the digital experience for an 80+ year-old Bay Area homebuilder.
The project introduced the company’s first live sales data integration while navigating legal constraints, ADA compliance, and complex stakeholder needs. Mid-project, I stepped into full product ownership and helped drive a launch that resulted in a 1,214% increase in conversion events.
Overview
Impact
+1,214%
Conversion events
+111%
Organic search sessions
+68%
Organic engagement rate
Audience
Modern Bay Area homebuyers engaging with Seeno Homes online for the first time, expecting accurate, real-time listings and a brand that felt current.
Goal
Rebuild Seeno Homes' public-facing website to reflect 80+ years of brand trust while bringing it in line with how modern buyers expect to find and evaluate homes online.
This was the company's first platform to expose live internal sales data publicly — making accuracy, trust, and legal compliance non-negotiable from day one.
My Role
I wasn’t hired to lead this project. I inserted myself early because I wanted to be in the room.
By October, the marketing manager originally leading the redesign was let go. Without a formal handoff, I stepped into ownership with support from the Vice President, becoming the primary coordinator, decision-driver, and point of accountability alongside my full-time IT role.
From that point on, I became the primary decision-maker fofr site structure and user experience, ensuring the project remained on track, the vision was in alignment with the executive's goals and ultimately to make sure this website would go live.
The Problem
The existing website was outdated and fragmented:
Sales data lived across multiple internal systems
Updates were manual and inconsistent
Accessibility and privacy standards were not fully met
The visual brand no longer matched the company’s direction
Most critically, this redesign would expose internal sales data to the public for the first time, raising the stakes for accuracy and trust.
Challenges
TECHNICAL
Legacy systems
Internal sales data had never been integrated into a public-facing platform. Four separate systems needed to talk to each other for the first time.
LEGAL
Compliance requirements
California privacy laws and ADA accessibility standards were non-negotiable constraints that shaped every design and data decision.
ORGANIZATIONAL
Multiple stakeholders
Sales, marketing, IT, and executive leadership all had a seat at the table — each with different priorities, timelines, and definitions of done.
SeenoHomes data flow between platforms.
New Design Features
01
Modernized Branding
Updated logo and branding to continue the legacy branding.
02
Updated Information Architecture
Updated Information Architecture
03
Live Sales Data
Synchronized four separate sales and listing platforms into the company's first public flow.
What I Learned
This project was the first moment it clicked for me what it actually means to go from a contributor to an owner.
When the project lost its structure, I realized no one was coming to save the day. I quickly decided that this was my project to own. I learned how to juggle technical limits with business goals on the fly, and I quickly discovered that I didn't need a fancy title to lead, I just needed to earn people’s trust by consistently showing up and delivering.
My biggest takeaway is that great products don't happen because of a good process. They happen because someone cares enough to take total accountability when it matters most.
What Others Said
"I had the privilege of working closely with Elise on several key initiatives, most notably the buildout of our new website as part of the company’s rebranding efforts. Her leadership, expertise, and dedication have been invaluable to our team. Elise spearheaded the website project with remarkable precision and insight."
Building a Modern Identity for a Legacy Brand
Overview
I led the redesign of Seeno Homes’ website, modernizing the digital experience for an 80+ year-old Bay Area homebuilder.
The project introduced the company’s first live sales data integration while navigating legal constraints, ADA compliance, and complex stakeholder needs. Mid-project, I stepped into full product ownership and helped drive a launch that resulted in a 1,214% increase in conversion events.
Impact
+1,214%
+1,214%
Conversion events
+111%
+111%
Organic search sessions
+68%
+68%
Organic engagement rate
Audience
Modern Bay Area homebuyers engaging with Seeno Homes online for the first time, expecting accurate, real-time listings and a brand that felt current.
Goal
Rebuild Seeno Homes' public-facing website to reflect 80+ years of brand trust while bringing it in line with how modern buyers expect to find and evaluate homes online.
This was the company's first platform to expose live internal sales data publicly — making accuracy, trust, and legal compliance non-negotiable from day one.
My Role
I wasn’t hired to lead this project. I inserted myself early because I wanted to be in the room.
By October, the marketing manager originally leading the redesign was let go. Without a formal handoff, I stepped into ownership with support from the Vice President, becoming the primary coordinator, decision-driver, and point of accountability alongside my full-time IT role.
From that point on, I became the primary decision-maker fofr site structure and user experience, ensuring the project remained on track, the vision was in alignment with the executive's goals and ultimately to make sure this website would go live.
The Problem
The existing website was outdated and fragmented:
Sales data lived across multiple internal systems
Updates were manual and inconsistent
Accessibility and privacy standards were not fully met
The visual brand no longer matched the company’s direction
Most critically, this redesign would expose internal sales data to the public for the first time, raising the stakes for accuracy and trust.
Challenges
TECHNICAL
Legacy systems
Internal sales data had never been integrated into a public-facing platform. Four separate systems needed to talk to each other for the first time.
LEGAL
Compliance requirements
California privacy laws and ADA accessibility standards were non-negotiable constraints that shaped every design and data decision.
ORGANIZATIONAL
Multiple stakeholders
Sales, marketing, IT, and executive leadership all had a seat at the table — each with different priorities, timelines, and definitions of done.
SeenoHomes data flow between platforms. Hover image to zoom in!
New Design Features
01
Modernized Branding
Updated logo and branding to continue the legacy branding.
02
Updated Information Architecture
Updated Information Architecture
03
Live Sales Data
Synchronized four separate sales and listing platforms into the company's first public flow.
What I Learned
This project was the first moment it clicked for me what it actually means to go from a contributor to an owner.
When the project lost its structure, I realized no one was coming to save the day. I quickly decided that this was my project to own. I learned how to juggle technical limits with business goals on the fly, and I quickly discovered that I didn't need a fancy title to lead, I just needed to earn people’s trust by consistently showing up and delivering.
My biggest takeaway is that great products don't happen because of a good process. They happen because someone cares enough to take total accountability when it matters most.
