Webreality Webreality is a team of 19 digital specialists: business strategists, designers, copywriters, information architects, usability consultants, software engineers and online marketing experts.
Royal Haslar

Regenerating a national treasure

Royal Haslar is one of Britain’s landmark buildings, part of the very fabric of our nation. We were proud to create a brand and website for this luxury waterfront development.


The Royal Hospital Haslar is an iconic waterfront estate in Portsmouth which served the Royal Navy for over 250 years. Purchased by Harcourt Developments in 2009, grand plans are transforming the historic buildings into stunning retirement and residential properties. We developed the brand positioning and strategy, including a new visual identity, as well as an inspirational website to attract buyers & investors.

  • Brand positioning & strategy
  • Brand creation
  • Copywriting
  • Content production
  • Website design & build
  • Custom software development
Brand Positioning

Grand in conception, magnificent in design

The Royal Haslar development will provide homes to a wide audience, from young professionals and families to empty nesters and retirees. The appeal is also diverse: historical architecture, waterfront living, green space, urban transport links - potential customers will have different motivations. We worked with the client to analyse the market and profile customers, developing a clear brand positioning statement and strategy to inform all design and marketing.

Brand Creation

A piece of British history

The visual identity takes inspiration from the unique history and architecture that make Royal Haslar such an iconic building. It communicates an elegance that appeals to potential buyers, but is also versatile for digital use. The logo references the elegant wrought ironwork on the main gates, while the round insignia is inspired by a Royal Naval Surgeon’s button from the early 19th century. Our rigorous research produced a logo with real integrity, essential for getting the local and historical communities on-side with the development plans.

Web Design

An epic introduction

To introduce this landmark regeneration project, we needed to impress people from the moment they landed on the site. A full width video banner with epic aerial footage of the development makes an instant impact, while well-crafted content and bespoke property management software allow potential residents to experience life at Royal Haslar while construction is completed.

Bespoke Software

Searching for perfection

With over 270 units to list, manage and sell, a custom property management system was required. Potential residents can use the ‘Property Search’ to browse and search properties, then view floor plans, unit specifications and imagery of each apartment, helping them to find their perfect home.

Sales Tools

Mapping it all out

Royal Haslar is set on 62 acres of prime waterfront parkland. The site is epic, but it’s a lot take in. To make it easier for potential residents we built an interactive map. This intuitive tool uses an aerial render and colour coded buttons to provide a clear and detailed impression of the finished site years before construction is complete.

Content Strategy

Bringing the area to life

There’s more to Royal Haslar than just the development itself. We produced content to tell the story of the surrounding area’s marine facilities, fantastic transport links and diverse culture. The breadth and depth of the content paints a detailed picture of what it will actually be like to live there, helping to drive purchase enquiries.


What we achieved

An engaging brand and informative content combine to ensure website visitors are engaged, exploring the development and using the excellent 'Property Search' to browse apartments. The high number of leads generated is a testament to success. 


0 :30 mins

average time on site, showing high levels of engagement

0 %

of website visitors use the 'Property Search' to browse apartments


expressions of interest generated via the website (May 2018)