50+ page brand guideline powering 100+ landing pages optimized for conversion, SEO, and AEO.

The Challenge

Baker Street manages over 2,000 residents across a scatter-site portfolio in Ann Arbor and was evaluating its SEO and AEO strategy alongside a website conversion overhaul. But there was no cohesive brand system to build on. The existing site lacked clear positioning, a consistent voice, and a unified design language, making it impossible to scale content or landing pages without everything feeling disjointed.

The Solution

Wayline facilitated Baker Street's complete brand rebuild: positioning, value proposition, voice guidelines, a full color palette, typography system, imagery direction, and competitive differentiation against other Ann Arbor property managers. The result was a 50+ page branding guideline that became the foundation for generating 100+ unique landing pages, each optimized for conversion, traditional SEO, and AI engine optimization. Every page was built on the new design system so it reinforced Baker Street's identity from the first impression.

The Results

Baker Street launched with a fully integrated brand-to-web pipeline produced entirely by Wayline, connecting a 50+ page branding guideline to 100+ unique landing pages to SEO/AEO optimization. The generated pages gave Baker Street keyword coverage they never had, built on a design system that ensures every new page is on-brand without manual design work. The brand now has a clear, documented identity that scales across every touchpoint.

Deliverables

Brand Strategy

Full brand strategy across 71 pages covering brand core, voice pillars, messaging hierarchy, target market analysis, competitive positioning, and creative direction.

Brand Guidelines

Complete brand guidelines across 36 pages covering logos, typography system, color palette, and imagery direction.

Brand Imagery Direction

Imagery guidelines capturing the feeling of everyday life at its best: warm, effortless, and quietly elevated, reflecting the pace, comfort, and human moments that make a property feel truly lived in.

Extended Color Palette

The full extended palette introducing tonal variations across Blueprint, Brownstone, Plaster, Fieldstone, Brass, Glass Blue, and Adobe, adding flexibility and depth across layouts and applications.