T3 Advisors web design process

T3 Advisors’ focus is on real estate and workplace solutions for the world’s most innovative companies.

Research and Planning

Upon first review of T3’s previous site, it was not clear to us exactly what T3 Advisors did. Real estate brokers? Real estate developers? Interior designers? All of the above? These initial questions seemed like a great starting point to sorting out T3’s new website. We began our research and planning phase by conducting a complete current site audit. We reviewed their Google analytics, site navigation, user experience, site engine optimization (SEO), security gaps, and pros and cons of their current content management system (CMS).

T3 site audit

Information architecture

After the research and planning phase we were given the green light to blow up the current Information architecture (IA) and start from scratch. T3 stands for Technology, Tenant, and Team. The “3” theme seemed like an interesting opportunity to hang the site architecture on. Could we simplify the site down to three main sections? After some whiteboarding sessions and IA refinement we were able to do just that: “Why T3”, “T3 Solutions”, and “Latest” became the main sections of the new site.

Information architecture plan

Visual direction

T3 truly practices what they preach. They place companies in very desirable spaces at the center of innovation around the globe and they have their own cool spaces in San Francisco, Palo Alto, NYC, and Boston. We had our meetings in their Boston office and that gave us inspiration for the initial look and feel, color palette, and typography for the new site.

T3 offices San Francisco, Boston, and Palo Alto
Mood boards
Motion studies and 3D stills


Design and development worked hand in hand over 16 weeks to create a system where T3 could test wireframes and provide weekly feedback. Front-end design and back-end development happened simultaneously to save time and improve collaboration. The site was built on a WordPress platform with WP engine and WordFence as a security solution. The CMS was customized to fit T3’s needs without overwhelming them with unnecessary features.


Last month we had the honor of launching the new site at T3’s annual company retreat hosted at their San Francisco location. It was slightly nerve-racking finishing and launching in front of a live audience, but in the end everything came off without a hitch.

Site launch at T3’s annual retreat

Some kind words from T3

What’s next?

Well, take a look at the new site and let us know if you have any feedback—we’d love to hear what you think. T3 is continuing to build out their case studies and latest updates. We’ll be keeping an eye on traffic and seeing where things can be improved.

Check out the new site here: t3advisors.com

Please keep on the look out for more updates.

Send me an email james@axl.design

Thanks for reading!



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James Grady

James Grady

Principal, Design Axl & Assistant Professor of Graphic Design, Boston University