The Feil Organization
For over 60 years, The Feil Organization, an established investment, development and management firm based in New York City, has been a powerful force in real estate.
Freelancing at The Breton Group, a creative agency that focuses on commercial real estate clients, I was brought in to develop the recently revamped designs of The Feil Organization website, while aiding to design new pages as the site was built.
HTML, CSS, Javascript and various JQuery open source libraries were used for functionality, responsiveness and front end development. PHP was implemented to hook the existing MySQL database, contact forms and to include commonly used elements of the site like the footer, header, sidebars, amongst others.
The Feil Organization website can be viewed live at www.feilorg.com
Mobile First Approach:
Every great interface starts with structure. Using Figma, I mapped out low-fidelity wireframes with a mobile-first mindset—prioritizing content hierarchy, user flow, and functionality across all breakpoints. These blueprints kept the team aligned on layout decisions and ensured the design stayed user-focused before any pixels got pretty. Wireframes acted as the skeleton that would later support the full visual story of the site.
Once the foundation was set, it was time to bring the vision to life. I transitioned from wireframes to high-fidelity mockups using Adobe Illustrator & Photoshop, refining visual elements, typography, and brand consistency across the site. Every button, gradient, and responsive breakpoint was designed with intention, reflecting both the elegance of The Feil Organization’s legacy and the clarity of modern UX best practices. The result? A polished interface that feels as solid as the buildings they manage.
Desktop Approach
Designing for desktop wasn’t just about scaling things up—it was about enhancing the experience. Building on the mobile-first wireframes, I expanded layouts in Sketch to take advantage of larger screen real estate while maintaining visual hierarchy and clarity. These desktop wireframes helped define how content would breathe, how components would align, and how users would flow through the site in a more immersive way. Every section had its place, and every click led with purpose.
With structure locked in, I moved into high-fidelity desktop mockups using Adobe Illustrator & Photoshop, translating clean wireframes into fully branded visuals. This phase allowed me to refine the design language—implementing subtle details, hover states, and larger visual elements that elevated the experience without overwhelming it. The final designs stayed true to Feil’s refined aesthetic while delivering a modern interface that’s just as intuitive as it is impressive.
IANF - A Strategic Sitemap Approach
Before a single line of code was written, the foundation was laid out — meticulously. Using Figma, I designed a detailed sitemap that did more than just organize content — it told the story of how users would move through the site.
This visual map served as both compass and canvas, guiding the redesign of The Feil Organization’s website from the ground up. From core hubs like Properties and Tenant Services to supporting structures like Residential Apps, News, and Departmental Breakdowns, every section was accounted for, strategically placed for clarity and flow.
But this wasn't just a static outline — it was a UX planning tool in disguise. Each icon was carefully chosen to communicate page functionality at a glance: from database-driven templates and downloadable documents to expandable content libraries and dynamic result pages. Directional flow lines were added to reflect real user journey paths, highlighting interconnected sections and navigation patterns across the site.
Even the smallest detail carried intention — like shaping the Home node as a literal house. Because yes, details matter.
Beyond clarity, the map anticipated growth. Reusable page templates and modular content structures were built into the architecture, streamlining development and improving design consistency as new sections were introduced.
This wasn’t just a sitemap — it was the birth of a new framework:
IANF™ — Information Architecture & Navigation Flow, a structural and behavioral blueprint tailored for a content-rich, future-ready real estate platform.