Three directions for building places with purpose.

Each direction is a complete visual system — type, color, layout, and motion — applied to the Home page and a case study (The Ashby, with a distinct before/after module each). The brand colors are shared and locked; everything else is what's up for decision. Use the Direction switcher in any page's header to jump between them.

Crimson #C61130 — primary

Orange #F4901E — accent

White / sand base

Architectural · Restrained

The Archive

Gallery-quiet, editorial, precise.

A refined serif voice with hairline rules, framed photography, and catalog captions. Lots of whitespace; crimson used as a precise accent.

Type Spectral serif · Public Sans labels
Photos Framed & captioned grids
Before/after Side-by-side plates

Home Case study

Solid · Institutional

Civic

Dependable, structured, timeless.

Wide grotesque headlines on a strong modular grid, with confident crimson color-blocking and a numbered section system. Reads as credible and built-to-last.

Type Archivo Expanded · Archivo
Photos Bordered, gridded
Before/after Tabbed toggle

Home Case study

Warm · Human

The Block

Cinematic, photography-first, warm.

Full-bleed imagery and a characterful humanist headline voice, with a neighborhood-first story. The most editorial and emotive of the three.

Type Bricolage Grotesque · Public Sans
Photos Full-bleed, cinematic
Before/after Draggable slider

Home Case study

On the placeholders: the sun mark is a clean redraw of the brand symbol for layout purposes — the real uncropped vector should replace it. Any “by the numbers” figures (e.g. 4 buildings · 35+ homes) are shown with a dashed underline because they're provisional and need confirming. 722 E McMillan uses a “photography forthcoming” placeholder until photos arrive.

All three directions share the same content, contact details, and locked brand colors — so a decision is purely about feel, not facts.