Adam Clayton Butler

Lexin EB-5: Opportunity Through Investment

Responsive website

Promoting foreign investment in U.S. real estate

EB-5 is a type of United States green card created by the Immigration Act of 1990 to stimulate the U.S. economy by encouraging foreign investment in U.S. businesses. The basic idea is this: If a foreign investor invests a certain amount of money in a U.S. business, and the investment creates at least 10 U.S. jobs, then the investor (and his or her family) gets put on a fast-track to U.S. citizenship. Lexin Capital is an American real estate investment firm that has a diverse portfolio of real estate investments all over the world. Lexin recently started pursuing the EB-5 program as an additional source of capital for their projects. I designed a clean, informative, responsive website to promote this new area of growth and encourage international investors to participate in the program.

Creating an image of opportunity

The homepage prominently features the Statue of Liberty in the hero area to evoke the feeling that opportunity exists in the U.S. While this may seem cliché to us, the impression it gives some non-Americans may be quite different. To some, America is still the land of opportunity and I wanted to tap into some of that. The design is clean, bold and corporate, using large, New York-themed imagery to establish an iconic sense of place. The purpose of the content is to lay out the benefits of working with Lexin EB-5, tell about their investments and describe the process that an investor goes through during the course of the program.

Steps to becoming a U.S. citizen

One of the main areas of the site is meant to lay out a step-by-step guide for how the EB-5 process works. I did research on what this process entailed and mapped out 2 slightly different paths that an investor could take through it. I also built the main conversion form for getting an investor accredited. The form scrolls over a fixed background image of New York, giving it a nice sense of depth.

Portfolio of internationally-financed properties

I designed a portfolio section for Lexin to showcase their EB-5 investments. Each investment has a miniature case study with high-level information, financial information and photos of the property, presented in an elegant way. The business goal here is to show that Lexin has their hands in some major real estate developments so that future investors will choose Lexin over another firm.

Fluid from mobile to desktop

The website was built on Zurb’s Foundation 5 grid system to be responsive and mobile-first.