Three design directions for the new Totally Kitchens website, plus the strategy document that explains why we explored them. The recommended homepage sits at the top, with a heritage variant for the Tom Howley audience and a mobile rendering alongside.
Open any tile to see the full design at full fidelity. Each opens in a new tab — close it to come back here. Read the strategy document first if you'd like the reasoning before the visuals.
Recommended Architectural · the recommendation
Editorial-architectural direction with the existing red logo as the only chromatic accent. Real photography, the Price Estimator surfaced as a primary action, project portfolio with proper references.
Variant Heritage · for the Tom Howley audience
Bespoke-furniture register: Cormorant Garamond, ivory paper, oxblood and brass accents. Designed for clients who see themselves choosing between Totally Kitchens and the heritage names.
Variant Mobile The same homepage, on a phone
iOS-framed mobile rendering of the architectural direction. Two hero variants side-by-side. Sticky bottom bar with phone and estimator.
Document Critique, three directions, recommendation
The reasoning behind the three exploratory directions, the critique of the existing site, and the case for the recommended approach. Read this first.
Magazine-led exploration
Earliest exploratory direction. Editorial layout vocabulary, large pull quotes, photography-led. Useful as a reference for the editorial moves carried into the recommended homepage.
The direction the recommendation builds on
Disciplined grid, mono-caption metadata, restrained colour. The exploratory version that informed the final homepage above.
Softer, warmer counterweight
Domestic warmth, friendlier copy, softer rhythm. Useful for understanding what we deliberately did not pursue and why.