Highland Farms is a comfortable, well-established retirement community in Black Mountain, NC. The goals of the website redesign were to improve their online image, give a sense of place to the viewer and emphasize the quality of life that you can expect to enjoy there. It was great to have professional photos to work with on this site. I find that real photos (as opposed to stock photos or illustrations) with real people, of the real place, are the most compelling and most credibility-building ways to present yourself online. The result is an authentic website that reflects their values and encourages the visitor to visit for a tour.