Work History / Lïef Development
liefmidtownphx.comA buyer site rebuilt to the project brand and opened to search
Jimmy rebuilt the Lïef Midtown buyer site to the project brand standard, launched it on its own domain on June 25, 2026, and opened it to search engines on July 1, 2026.
Brand · 2026
| Project type | Website rebuild and launch |
|---|---|
| Industry | Residential real estate development |
| Seat | Principal, Brand and Product Merchandising |
| Ran through | Common Ground, for Lïef Development |
| Worked with | Jesse Fowler, who built the original buyer site |
| Dates | June 22 to July 1, 2026, with updates through September 2026 |
| Location | Midtown Phoenix, Arizona |
What it is
Lïef Midtown is the adaptive reuse of a 1971 office building in Midtown Phoenix into 22 residences. Jesse Fowler built the original buyer site, "The Lïef Residences", with its residence, selections and look-book pages. That site is still live at its original address.
A brand review dated June 22, 2026 found that the site carried the company wordmark on a buyer surface, three typefaces from outside the brand, a retired footer credit and a partner's proprietary product name. Jimmy had the homepage corrected against the project standard, then rebuilt the site as his own project. The build was done with an AI coding assistant. He set the direction and approved each change.
What Jimmy did
- Commissioned the brand review of June 22, 2026. Its changelog records five fixes applied and five items left open.
- Replaced the company wordmark with the project wordmark, and chose the two logo files the site uses.
- Replaced three outside typefaces with self-hosted Japandi and Piala. Both are licensed third-party typefaces. He held production use of Piala until he had purchased its commercial license on June 25, 2026.
- Removed a partner's proprietary product name from the copy and described the interior walls as an advanced solid-masonry system.
- Chose on June 24, 2026 to rebuild the missing pages inside his own build, independent of the original, and had the site deployed from his own hosting account.
- Set the domain records at the registrar himself. The site went live on liefmidtownphx.com on June 25, 2026.
- Held the site out of search engines for a soft launch, then released the hold on July 1, 2026.
- Decided on June 25, 2026 that motion plays for every visitor.
- Added filter and sort to the residences on June 27, 2026: eight filters, a sort control, a live count and a list price on each of the 22 cards.
- Swept the name from "The Lïef" to "Lïef Midtown" across the site.
- Rejected generated scenes that did not represent the building. He required each floor image to start from a real reference, a frame of the 101-page view study or a site photograph, and generated the finished images himself from those references.
- Replaced a mixed gallery with three pairs, each a photograph of the existing structure beside the design study made from it.
- Put an inquiry pipeline in place on July 1, 2026. The form posts to a server function, which drops spam and forwards the inquiry through an automation workflow to the team inbox. An analytics lead event fires on the same submit.
Results
- The site is live and open to search. Its menu runs Welcome, Residences, Finishes, Selections, Gallery, FAQ, Plan Set and Inquire.
- An internal audit on July 17, 2026 graded the site A minus, against C minus for the company site, and called it the template for the other sites.
- On July 6, 2026, Jesse Fowler's recorded view of the website and the look-book was "great, has been great."
- The renumbering of the residences to the architect's scheme was made in the local build on September 14, 2026 and had not been deployed when the notes were written.
- The files hold no traffic, inquiry or sales figures.