• Northern Ground Presents The Moderne "Website for a Luxury Highrise"

The Moderne

The Gist:

The Moderne is a 30-story luxury high-rise perched on the edge of downtown Milwaukee. Its residents enjoy access to all that downtown offers and a view reserved for few. Conceived by Barrett-Lo Visionary Development and designed by Rinka Chung Architecture, at the time The Moderne was considered a catalytic project that would ignite additonal development. It has since lived up to the promise.

Our second project for Barrett-Lo, we were tasked with creating a website as immersive as the building itself. The Moderne literally has the best night view of any building in the city, and that drove the design. Real estate sites inexplicably rely on off-the-shelf design and templates, but we aren't that. Unlike most responsive sites, we didn't simply focus on scaling downwards to mobile, but upwards to create as grand a presentation as any HD display would allow. Custom landing pages showcase every available residence; from the penthouse to the most affordable rental. We created a private portal for residents, feature pages for the history and architecture, and profiles of all the people involved in its creation and operation.  

This building isn't just an address but a vibrant, thriving lifestyle. 
Within a week, the site lept to the front page of Google for key organic search terms, and a $2.1M residence was purchased six weeks later. Can we take credit? No. Will we? Yes.

Degrees of View Mobile Widths
360 20+


  • Umbraco Content Management System
  • JavaScript, Sass, HTML5, CSS3, .NET, SQL Server

What made it tricky (fun):

  • Custom homepage photography & panning
  • Liquid layout
  • Robust unit detail pages
  • Yelp curated walking tour w/75+ POIs
  • Multiple stakeholders


The Moderne is an aspirational project that requires a visionary website. We set the bar high and Northern Ground flew over it.

Doug Cheever, Marketing Director