Work / Stonebrook Concept project
Repositioning a builder to win premium outdoor projects.
Stonebrook builds $20k to $100k+ patios and pools, but looked like a general contractor online. We gave it a quiet, premium identity and a site built to attract the right projects.
The challenge
What wasn't working
Stonebrook's online presence looked like any general contractor's. It attracted bargain enquiries for small repairs, while the premium clients it wanted assumed it was too small for their projects.
Sales time was spent on calls that were never going to convert, and the best work wasn't presented in a way that justified the price.
"We're getting calls for $500 jobs. We want the $50,000 ones."
Homeowners in Scottsdale and Paradise Valley planning major outdoor projects. They research for weeks, compare portfolios and processes, and want confidence that the result will be worth the investment.
Goals
What the new brand and website had to do
Attract bigger projects
Raise the average budget of incoming enquiries.
Fewer unqualified leads
Filter out small jobs before they take up sales time.
More consultations
Turn serious visitors into booked site visits.
What we learned
Insights that shaped the design
At this price, the process matters as much as the finished photo.
Asking for a range feels natural and stops mismatched enquiries.
Large, editorial images say "premium" faster than any headline.
Brand solution
Quiet luxury
Aa Bb 123
Colour palette
Voice and tone
Calm, confident and precise. Never pushy, never discounted.
- Confident
- Considered
- Precise
- Unhurried
Website solution
Key design decisions
Each decision is linked to the goal it supports.
Full-bleed editorial hero
A large, cinematic photo and a serif headline set a premium tone from the first second.
Goal 1: Attract bigger projectsStarting prices on every service
"From $18k" on patios sets expectations and quietly filters small jobs.
Goal 2: Fewer unqualified leadsA four-step process with a 10-year warranty
Showing consultation, design, build and walkthrough builds the confidence premium buyers need.
Goal 1: Attract bigger projectsGoal 3: More consultationsConsultation form with project type and budget range
Chips and a budget dropdown qualify leads while keeping the form short.
Goal 2: Fewer unqualified leadsGoal 3: More consultationsStaggered project gallery
An asymmetric, magazine-style layout makes the work feel curated, not catalogued.
Goal 1: Attract bigger projects
Desktop and mobile
Designed for the phone first
Measuring success
How we'd know it's working
| What we track | Target | Design decision that supports it |
|---|---|---|
| Share of enquiries above $25k | Over 60% | Starting prices and budget range in the form |
| Consultation bookings per month | Steady growth from serious buyers | Clear process and warranty, single primary call to action |
| Enquiry to consultation rate | Above 50% | Qualified leads only reach the sales team |
| Time spent on gallery and process pages | Higher than other pages | Editorial gallery and process layout |
This is a concept project based on a fictional brief, so these are the targets the design is built to reach, not reported results. For client projects, we agree targets like these at kickoff and report against them after launch.
Try it yourself
See the live concept website
Open the working site and try it on your phone.
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