Concept
Holzbau Kehlberg
Concept for a carpentry business: roof structures, extensions and interiors as a quiet photo essay instead of a service list.
View the concept
- 01
Starting point
Carpenters are judged by pictures, yet most present themselves online as a bulleted list of services. The craft itself stays invisible.
- 02
Goal
A presence that puts the quality of the work before the description – and still reaches an inquiry in two clicks.
- 03
Concept
Built like a printed catalogue of works: numbered projects, generous whitespace, one line of explanation each. Services sit underneath as a calm list, not a tile grid.
- 04
Design
Sand, ink and a warm timber brown as the accent. A serif for headlines gives the craft weight without looking old-fashioned.
- 05
Build
A single static page, images in a modern format and lazily loaded. The inquiry path is reachable from three places.
- 06
Design goal
anyone leaving the page should remember the workshop’s signature, not a list of keywords.
What was built
- Brand concept and colour world
- Custom web design
- Project sequence with art direction
- Services and process presentation
- Mobile optimisation
- Inquiry flow
Three decisions
Numbered projects, not a tile grid
A grid makes every job the same size and therefore equally important. A numbered sequence gives each project its own stage.
A serif for the craft
Traditional trades can carry a serif. It signals permanence – as long as the rest of the page stays modern.
One sentence per project
Clients do not read project reports. They want to know what it was, how long it took, and whether it looks good.
Your business is missing here.
We build you a first draft before you pay anything. After that you decide in your own time.
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