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Website design

Pick a direction

Most design conversations start with “go find three websites you like.” That is homework, and it usually produces three sites from three different industries that cannot be reconciled.

So here is the shortcut. Each card below is a complete direction — colors and typefaces chosen to work together, not a menu of parts to assemble. The words are deliberately the same in every preview so the only thing changing is the design.

Pick one or two, hit Copy my picks, and paste the codes into your build brief. Nothing here is binding — it tells me which direction to run at, and we refine from there.

Already been sent a build brief? The picker is built into step 2 of it, so you can choose there instead — this page is just the bigger, slower look.

Your picks:
D-01

Ledger

Warm, printed, established. Reads like a business that has been here a while.

Page #FBF7F0
Surface #FFFFFF
Text #1C1A17
Accent #9E2B25
Accent type #7E1F1A

Fraunces for headlines, Inter for text.
Suits: Law, accounting, insurance, heritage trades, anyone selling trust.

EstablishedEditorialPremium
D-02

Signal

Dark, precise, engineered. Equipment and systems people trust this one.

Page #0B0F14
Surface #141C25
Text #E8EDF2
Accent #3AD6BE
Accent type #3AD6BE

Space Grotesk for headlines, Inter for text.
Suits: HVAC, electrical, IT, equipment rental, anything technical.

ModernTechnicalConfident
D-03

Counter

Loud, hungry, immediate. Built to make somebody walk in the door now.

Page #FFFDF8
Surface #FFFFFF
Text #14100C
Accent #D93A0F
Accent type #A82B07

Archivo Black for headlines, Archivo for text.
Suits: Restaurants, bars, food trucks, barbershops, gyms.

BoldAppetisingEnergetic
D-04

Timber

Earthy, calm, made by hand. Montana without the clip-art mountain.

Page #F5F2EC
Surface #FFFFFF
Text #1F211C
Accent #4A6B3D
Accent type #3A5530

Bitter for headlines, Karla for text.
Suits: Outfitters, landscaping, woodwork, wellness, farm and ranch.

CraftGroundedCalm
D-05

Clinic

Clean, calm and unhurried. Reads as careful without reading as cold.

Page #F7FAFC
Surface #FFFFFF
Text #14202B
Accent #15618F
Accent type #12536F

Manrope for headlines, Source Sans 3 for text.
Suits: Dental, clinics, chiropractic, physical therapy, anything medical.

CalmClinicalReassuring
D-06

Atelier

Quiet, expensive, almost no color. Lets the photography do the talking.

Page #FAFAF8
Surface #FFFFFF
Text #16161A
Accent #7A6448
Accent type #5E4E38

Cormorant Garamond for headlines, Jost for text.
Suits: Salons, spas, boutiques, photographers, anyone selling taste.

ElegantMinimalRefined
D-07

Ironworks

Heavy, industrial, built for a dirty screen in a bright bay.

Page #16181A
Surface #202427
Text #E9ECEE
Accent #FF7A1A
Accent type #FF7A1A

Oswald for headlines, Roboto for text.
Suits: Auto shops, welding, machine shops, heavy equipment.

IndustrialToughDirect
D-08

Meadow

Soft, friendly, unthreatening. The one that makes people feel looked after.

Page #FFFBF5
Surface #FFFFFF
Text #2A241E
Accent #B85217
Accent type #9C4515

Nunito for headlines, Nunito Sans for text.
Suits: Pet care, childcare, family practices, community services.

FriendlyWarmApproachable
D-09

Slate

Modern corporate without the stock photos. Straight, confident, unfussy.

Page #F6F7F9
Surface #FFFFFF
Text #1B1F26
Accent #2450B8
Accent type #1D42A0

Public Sans for headlines, IBM Plex Sans for text.
Suits: Consulting, insurance, property management, professional services.

ProfessionalModernAssured
D-10

Ember

Dark, warm and a bit loud. Feels like the room it belongs to.

Page #17110F
Surface #221917
Text #F0E6E1
Accent #E8663F
Accent type #E8663F

Bebas Neue for headlines, Barlow for text.
Suits: Tattoo studios, bars, live music, late-night everything.

MoodyBoldNocturnal
D-11

Harbor

Sober, coastal, institutional in a good way. Older money than Ledger.

Page #F8F9FA
Surface #FFFFFF
Text #10202F
Accent #0F5C6B
Accent type #0B4854

Lora for headlines, Work Sans for text.
Suits: Law, wealth management, surveying, established family firms.

SoberEstablishedTrustworthy
D-12

Ridge

Dark, outdoors, premium. Not a clip-art mountain in sight.

Page #1D2420
Surface #27302B
Text #E7EDE8
Accent #C9A227
Accent type #C9A227

Zilla Slab for headlines, Rubik for text.
Suits: Outfitters, guides, lodges, land and ranch real estate.

RuggedPremiumOutdoor
D-13

Pulse

Fast, athletic, high contrast. Built to push somebody to sign up today.

Page #FFFFFF
Surface #F5F7FA
Text #0E1116
Accent #C0143F
Accent type #A81038

Saira Condensed for headlines, Inter for text.
Suits: Gyms, CrossFit, sports medicine, performance training.

EnergeticAthleticUrgent
D-14

Linen

Soft, unhurried, low contrast on purpose. The opposite of a hard sell.

Page #FBF8F4
Surface #FFFFFF
Text #33302B
Accent #5E6B53
Accent type #4A5442

Marcellus for headlines, Mulish for text.
Suits: Massage, yoga, wellness, counselling, birth and postpartum care.

SoftRestfulConsidered
D-15

Grid

Swiss and technical. Everything on a line, nothing decorative.

Page #FFFFFF
Surface #F7F7F7
Text #111111
Accent #0038CC
Accent type #0030B0

Chivo for headlines, Inter for text.
Suits: Architects, engineers, surveyors, design and fabrication.

TechnicalPreciseRational
D-16

Orchard

Fresh and green without going twee. Good with real photographs of real food.

Page #FCFBF3
Surface #FFFFFF
Text #23281C
Accent #47701F
Accent type #3A5C18

Vollkorn for headlines, Source Sans 3 for text.
Suits: Farms, markets, nurseries, garden centers, food producers.

FreshHonestSeasonal
D-17

Nocturne

Dark and synthetic. The most contemporary thing on this page.

Page #121018
Surface #1C1926
Text #EDEAF5
Accent #9B6BFF
Accent type #9B6BFF

Sora for headlines, DM Sans for text.
Suits: Creative studios, events, nightlife, anything selling to under-35s.

ContemporarySleekNight
D-18

Depot

Workmanlike and legible. A light-room alternative to Ironworks.

Page #F5F4F1
Surface #FFFFFF
Text #1E1E1C
Accent #B03A0A
Accent type #8E2E07

Roboto Condensed for headlines, Roboto for text.
Suits: Trades, contractors, plumbing, roofing, supply and rental.

UtilitarianSturdyPlain-spoken
D-19

Cove

Cool, clean and modern. Clinic without the clipboard.

Page #F6FAFA
Surface #FFFFFF
Text #12242A
Accent #0B6B74
Accent type #08545C

Outfit for headlines, Figtree for text.
Suits: Chiropractic, physio, dental, optometry, veterinary.

CleanModernCalm
D-20

Press

Newsprint confidence. Big headline, strong rule, nothing hiding.

Page #FFFFFF
Surface #F4F4F2
Text #0A0A0A
Accent #B01A20
Accent type #96151B

Playfair Display for headlines, Source Sans 3 for text.
Suits: Agencies, media, events, bold local brands with something to say.

EditorialConfidentLoud

None of these quite right? Say so — these are a starting point, not the whole universe. Tell me which one is closest and what is wrong with it, and that is usually a faster route than starting from blank.

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