A showroom for premium custom homes, and a website we designed and wrote to show a home from the land up.
Land, design and build are three parts of one custom home, and the site tells them in that order, as one story, so a buyer sees the whole path in one place. Each part gets a few plain lines and a scene of its own. The showroom's Follow the Build posts, taken from its Instagram, show the work in progress, and its hand-drawn logo of green mountains and an amber house is used exactly as drawn.
Every scene was made for this site, in one style: pencil and ink on warm paper, like an architect's presentation sketch, with watercolor for the homes and for each of the showroom's rooms, from kitchens and countertops to bathrooms, lighting and appliances. None is a photograph, on purpose: a sketch shows the kind of home the showroom stands for without passing off a house as one it built. The pages around them stay warm and quiet, so the scenes carry the color.
The showroom's case to a buyer is one team from the land to the finished house, with nobody handed off along the way. We wrote the site's words around that, in short, plain lines, and gave its own line a screen to itself: One team. No handoffs. It reads as clearly on a phone as on a laptop. The site first went live in March and was rebuilt in May.
“The website looks so professional.”
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