Project Overview
Morris Moor is an innovative and energetic precinct of commerce, retail, and dining in Moorabbin. Grounded in a strong sense of community, Morris Moor is focused on growth, building a reputation as a multilayered and highly appealing destination for families, as well as shoppers, foodies, creatives, and everyone in between.
Project Commissioner
Project Creator
Project Brief
PLAYGROUND was briefed to create a website that would showcase Morris Moor’s tenants, array of events, and unique, electric energy. We needed to communicate up-to-date info, invite users to explore each page, and stoke curiosity with a fresh look and feel.
Project Need
The website needed to capture every part of Morris Moor’s personality and offering – its vision, history, and sustainable approach – and promote the precinct as a place to base your business or simply hang out. We focused on creating a website that is as interactive as the place itself, using real-time data – like mini-golf scores and the footy tipping competition – to be updated daily and give users a personalised experience. Events and precinct updates regularly change, giving tenants new ways to market their offerings, while visitors gain a well-rounded picture of what’s happening.
User Experience
Our mission for the Morris Moor website was to reflect the brand’s vibrant look and feel, and then turn it up a notch. The precinct is playful and interactive and we wanted to express this in the digital experience. We activated the website with a unique tile-like design that excites the senses while clearly communicating the brand’s key messages. The What’s On page is designed to update location specific stats and facts daily, a fun example of Morris Moor’s innovative thinking. Use of video and parallax effects enhance this further, especially as we talk to Morris Moor’s history, a page that deserves to be as interesting as its subject.
Project Marketing
Morris Moor is a fast-paced environment, an ‘always on’ place where the community can come and go at their leisure, attend regular events, and enjoy all the spaces that Morris Moor has to offer. Our task was to share what was going on and reflect the precinct’s vibrant energy in a meaningful and engaging way. Opening up new ways of marketing resident businesses, we decided on a selective approach, focussing on data, live stats and tenant information. Regularly updated and shared on the community-centric tiles, the website offers tidbits of information, with options to dive deeper if the audience is interested.
Project Privacy
Adhering to industry standards, the Morris Moor website was built with secure coding and ongoing security checks. User data is securely handled by following least privilege and data encryption principles. Using a headless content management system (CMS) significantly contributes to our security baseline, ensuring that content management and distribution are secure and resilient against common web vulnerabilities.
Digital - Entertainment & Leisure
Digital services have overtaken entertainment and leisure. They influence what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. We're looking for nominations that make entertainment even more entertaining.
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