Work

Concept projects, built start to finish.

We don't have published client work yet, so instead of inventing any we built three websites for fictional businesses — through the same brief, design, build and checks a client project goes through. Open each one and click around.

Concept demonstrations

Three sectors, three different directions.

Every business below is invented. The names, phone numbers and addresses are fictional, and nothing on these sites describes real customers or results.

Desktop home page of the Orrery Labs concept website
Mobile home page of the Orrery Labs concept website

Concept project — a fictional business

AI / SaaS

Orrery Labs

We invented this business and built its website end to end, the way we build client sites, to demonstrate our process. It is not a client, and nothing on it describes real results.

The brief
An AI forecasting API that predicts grid load for regional electricity operators. The buyers are engineering leads; the site has to feel like a serious technical product and lead to demo requests.
Visual direction
Cinematic. A dark, precise field with an orbital abstract motif and restrained motion: it reads as a modern technical product without stock imagery of servers or people. Copy leads with what engineers check first — explainable forecasts, a simple API, data ownership.
Built around
Demo request

Intended visitor journey

  1. An engineering lead arrives from a search or a referral
  2. Reads what the forecasts cover and how they can be audited
  3. Checks the API and data-ownership answers in the FAQ
  4. Requests a demo on their own historical data
Open the live concept site (opens in a new tab)
Desktop home page of the Cedar Valve Plumbing concept website
Mobile home page of the Cedar Valve Plumbing concept website

Concept project — a fictional business

Local plumbing

Cedar Valve Plumbing

We invented this business and built its website end to end, the way we build client sites, to demonstrate our process. It is not a client, and nothing on it describes real results.

The brief
A family plumbing and water-heater company. Most visitors arrive on a phone with something leaking, so the number must be obvious and the page fast and clear on mobile.
Visual direction
Warm local. Friendly, hand-made feeling with pipe-like line art and a calm palette; the phone number, hours and service area sit in the first screen. Mobile-first and restrained, because the visitor is in a hurry, not browsing.
Built around
Call or request a visit

Intended visitor journey

  1. A homeowner with a leak searches on their phone
  2. Sees straight away what is fixed, where and when
  3. Taps to call — or, out of hours, sends a short visit request
  4. Gets a call back to arrange the visit
Open the live concept site (opens in a new tab)
Desktop home page of the Hotel Saltmarsh concept website
Mobile home page of the Hotel Saltmarsh concept website

Concept project — a fictional business

Boutique hotel

Hotel Saltmarsh

We invented this business and built its website end to end, the way we build client sites, to demonstrate our process. It is not a client, and nothing on it describes real results.

The brief
A fourteen-room hotel in a restored 1920s cannery on the coast, with a small restaurant. Guests should feel the calm of the place and ask about dates, with no prices on the site.
Visual direction
Editorial. Unhurried, print-journal layout with generous whitespace, serif headlines and topographic line art that suggests the coastline. It sells atmosphere and story rather than a booking engine, which suits a small independent hotel.
Built around
Ask about dates

Intended visitor journey

  1. A guest planning a special trip finds the hotel
  2. Reads about the rooms, the restaurant and the building's story
  3. Asks about dates and the number of guests
  4. The hotel replies personally with availability
Open the live concept site (opens in a new tab)

How we show work

What you see here is what we can stand behind.

Client projects will be published only with the client's permission, and outcomes only once they have been measured. Until then, these concept projects are the most honest way to show how we work.

Book a callThe Company Website package
  • Concept projects are always labelled as fictional
  • Client work only with permission
  • Outcomes only when measured
  • No stock photos presented as real people or places
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