Hook & Ladder Apartments

Generating early applications for a new environment-friendly affordable housing project

Partnering with Newport Partners and Added Value Marketing LLC, Laukkonen Design launched the new Hook & Ladder Apartments website.

This new 118-unit project is Minnesota’s first multi-family building built to Passive House Certification standards for extremely low energy use. It targets one of the most underserved segments of the housing market: renters who earn less than 60% of the area median income. Built in the heart of the Northeast Minneapolis Arts District, it’s just a few minutes from downtown.

The new website is easy to navigate across devices. Designed for heavy mobile usability, 70-80% of the site traffic is on mobile. The crisp design established branding that has carried over to online ads, email marketing and social media. The integration of an online application form successfully generated early applications and community interest.

Creative and technology services included:

  • Wireframe and sitemap to define and organize content
  • Website design
  • WordPress content management / website populating
  • Project management
  • Image creation with retouching
  • Coordination with copywriter, developer and client through site launch

FEATURE  Mobile-ready website works on all devices

With an affordable housing audience, 70-80% of traffic to the Hook & Ladder Apartments’ website is on mobile devices. The site resizes its elements, adapting to desktop or mobile devices for a great experience. It’s easy to read and navigate and shows up higher than competitors’ “desk-top only” websites in Google searches.

FEATURE  Online application form filled apartments quickly

Integration of a simple mobile-ready ‘Intent to Apply’ form generated early applications and committed renters.

FEATURE  Photo galleries scroll with just a swipe

Professional images and aerial drone photos entice renters with solar panels, a community room, amenities and 1BR apartments.

FEATURE  Icons promote in-demand property features

Renters want more than a great apartment—they want an on-site dog run, responsive maintenance, and a fitness center. Green space and an onsite playground draw in families.


FEATURE  Local community gets top billing

Featuring Hook & Ladder’s neighborhood shows their commitment to the growing and active Northeast Minneapolis Arts District.