Concept design for a fictional businessTrades and building
Ironbark Builds
Custom home builder, Margaret River WA
The concept
“Laid in Lifts”
Rammed earth is built in lifts, one compacted layer at a time, and the bands stay visible for the life of the house. Pages stack as earth-toned strata annotated with a builder's dimension strings, with the low South West sun moving across them.
01The home page, top to bottom
The home page on desktop and on a phone
What is real here
The design, the code and the words were all made by the Digisurge process. The business, its people, prices and photos are fictional. Photos are AI-generated atmosphere.
02The brief
What the owner asked for.
Answers from the brief this concept was built from, in the owner's words. The business is fictional; the process is the one every customer goes through.
- Goal
- Enquiries for a new-home consultation
- Customers
- People planning a new custom home or a major renovation in the Margaret River region and the South West: owners working with an architect, and owners who want the builder to design with them. People who value craft, local materials and energy-efficient homes over display-home packages.
- Tone
- Grounded, crafted, considered. Few words.
- Likes
- Architectural photography, earthy materials, slow living.
- Never
- Display-home brochures, glossy renders, 'dream home' clichés.
- Services
- Architect-designed homesBuilder-designed homesMajor renovationsLocal materialsPassive solar, energy-efficient design
Final design review
4.20/ 5
Average across the 12-point design rubric, from a separate AI critic, after round 2. Nothing scored under 4.
Portfolio-ready
03The design system
Made for this business only.
Every Digisurge site starts with a named concept and a handful of signature devices, the recurring moves that make it recognisable. These are this site's.
Signature devices
- 01Strata bands in the earth palette
- 02Dimension strings as section labels
- 03A drawn house section showing the real noon sun angles
Palette
- #1B1916
- #EEE9E0
- #C9B194
- #D49C63
Typefaces
- CastoroDisplay
- Hanken GroteskText
- Spline Sans MonoAccent
Like what you see?
Yours will look nothing like it.
That is the point. Your site gets its own concept, built from your business, your place and your customers.
$14 first month, then $59 a month, GST included