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Website BuildsConcept workNothing here was commissioned

Three websites for businesses that do not exist.

Alder & Ash, Northline and Luma House were never briefed by anyone, never invoiced and never launched. We wrote the briefs ourselves, answered them properly, and left the results here, because taste is easier to show than it is to describe.

The paid, live work is on the showcase

Status of this work

Commissioned by
Nobody
Fee paid
None
The businesses
Invented
What they are for
Showing how we answer a brief

Alder & Ash

Independent restaurantUnbuilt

The brief, written by us

An independent dining room built around the British seasons, where the design has to carry appetite as well as information.

Seasonal roasted vegetables plated on dark ceramic in a warmly lit restaurant

The restaurant, the address and the menu prices are invented.Concept imagery — no live site

A warm, food-led identity and a low-friction booking journey, built so the design carries appetite as well as information.

Open the Alder & Ash concept

The move worth pointing at

An editorial sample menu, opening hours and a fictional Bristol address, all reachable without hunting for them.

What happens after the button

Table request, then a text to the pass while service is on, then a confirmation email the guest can find again later.

Northline

Plumbing & heatingUnbuilt

The brief, written by us

A trades business where the hard part is not persuasion but routing: boiler care, heating, plumbing and an obvious lane for an urgent fault.

Copper plumbing fittings and tools arranged in a clean professional workspace

The business is invented and the coverage area shown is illustrative only.Concept imagery — no live site

A practical, reassuring service site where urgent help, coverage and quote requests are the easiest things to find.

Open the Northline concept

The move worth pointing at

An illustrative coverage map centred on Leeds, with Wakefield and Harrogate on it, so “do you come to me?” is answered before it is asked.

What happens after the button

Quote request, then a text to the engineer straight away, then written confirmation of what happens next.

Luma House

Hair & beautyUnbuilt

The brief, written by us

A calm, expressive salon where expertise never feels intimidating and the prices are not hidden behind an enquiry form.

Editorial beauty still life with soft sculptural forms and salon tools

The salon, the address and the sample prices are invented.Concept imagery — no live site

An expressive editorial direction that holds treatments, pricing and booking together without losing clarity.

Open the Luma House concept

The move worth pointing at

A plain treatment price list, from £48, sitting openly inside a deliberately editorial layout rather than behind a form.

What happens after the button

Booking request, then an immediate confirmation text, then the slot closing in the salon calendar so nobody double-books it.

Everything above is imaginary.

Eight websites we have actually built for working UK businesses are on the showcase, with their domains printed on them, so you can go and look rather than take our word for it.

See the real client work

Tell me about your business.

One message is enough to start. I’ll read it and reply myself, usually with a couple of questions and a clear price.

Liam Tapp, Website Builds

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