My Proptech
My Proptech | Saas Tool
Du Val is a New Zealand property development group. MyPropTech is their investor-facing SaaS platform — giving clients real-time visibility into their property portfolio performance. The platform was undergoing a rebrand. Alongside the product redesign, they needed a public-facing marketing website: one that would generate leads, build brand credibility, and attract the right investor profile. I conducted extensive research on how to showcase a tech tool on a website without giving away too much information, ensuring that the user experience was intuitive and easy to navigate. Together with my junior graphic designer, we worked towards creating a brand identity that reflected the platform's innovative approach — using a clean and contemporary aesthetic with a strong emphasis on data visualisation.
Client
Du Val
Services
Visual Design UI & UX Design
Industries
Proptech
Date
February 2023
The Challenge
The biggest design challenge wasn't visual — it was strategic. The product evolved continuously throughout the project, with new features and shifting priorities at every stage. Holding a consistent, coherent brand identity through that process required as much discipline as it did creativity.
The Website
The marketing site needed to do one job well — communicate the value of a complex platform clearly enough that the right investor would want to sign up or book a demo, without turning into a feature dump.
The hero leads with the core value proposition front and centre: "Fortify your investment strategy with powerful property data." Bold, direct, and immediately relevant to the target audience.
From there, the page walks visitors through what MyPropTech is, what it offers — research, analysis, portfolio tools, dynamic pricing — and why it's different, before ending with a clear call to action to get started.
The dark, data-forward aesthetic was a deliberate choice. It signals credibility and sophistication without feeling cold — the right tone for investors who take their decisions seriously.
Outcome
MyPropTech partially launched before Du Val closed. The platform never got its full moment — but the product was genuinely ahead of its time, and the brand reflected the ambition behind it.
Key Learnings
Strategy comes before aesthetics. The most important decisions on this project weren't about colour or typography — they were about what to show, what to hold back, and how to guide the right person toward taking action.
Consistency is a design skill. When the product beneath you keeps shifting, maintaining a coherent brand vision becomes its own discipline. This project taught me that more than any other.
Good design can outlast the product. The company closed, but the work stands on its own. That's what you're always building toward.