Work · Four concepts
Four different businesses. Four distinct directions.
Self-initiated concepts for fictional brands, created to demonstrate design and functionality.
None of them is a client project. Each is a complete, working website with its own identity, built to show what a considered small-business site can feel like. Open them, click around, try them on your phone.
Fictional brand & website concept
Rowan Mercer
The design ideaA life in chapters. Condensed headlines, cobalt italics and full-bleed portraits turn one person’s work into a book you can browse.
What the site does
- 01Separate journeys for speaking, the book, workshops and one-to-one coaching
- 02A book page with a twelve-chapter contents and a readable sample chapter
- 03Multi-step demo enquiry flows for event organisers and coaching clients
Project note
Personal brands often collapse into a single bio page. Here each line of work gets its own chapter and its own rhythm, held together by one typographic system: tall condensed capitals for confidence, a cobalt italic for the human voice.
Self-initiated concept, not a client commissionFictional brand & website concept
VELVET CURRENT
The design ideaTurn the volume up. Acid yellow, deep plum and record-sleeve collage give a fictional soul band the energy of a gig poster.
What the site does
- 01An interactive record-sleeve viewer with three artwork concepts
- 02Live-show storytelling arranged as an arc: Arrive, Drift, Land
- 03Pages for sound and artwork, the band, the live show and booking enquiries
Project note
Band sites tend to be either a link list or a wall of photos. This one behaves like merchandise and a set list at once: sleeves you can flip through, posters, a band introduced as a collective, and a booking page written for promoters.
Self-initiated concept, not a client commissionFictional brand & website concept
PAPER & PLACE
The design ideaPaperwork, made calm. Ink-navy serif type, paper textures and a tidy appointment slip make a mobile notary feel careful and approachable.
What the site does
- 01A three-step demo appointment planner that assembles a request summary (nothing is sent)
- 02An illustrative service-area map with neighbourhood details
- 03An appointment guide with a preparation checklist
Project note
Local services win on reassurance. The site explains the appointment before asking for anything, uses plain language instead of legal jargon, and turns the request into a neat page the visitor can read back before sending.
Self-initiated concept, not a client commissionFictional brand & website concept
STILLPOINT Leadership
The design ideaQuiet authority. A restrained serif, generous margins and a single deep-forest chapter slow the reader down, the way a good coaching session does.
What the site does
- 01An interactive “Find your focus” panel that moves between four leadership themes
- 02Six-page structure covering services, approach, workshops and an enquiry page
- 03Demo enquiry form that validates locally and clearly states nothing is sent
Project note
The site treats leadership consulting as an editorial subject rather than a corporate service. Pages are paced like a printed brief: a calm opening statement, numbered ways of working, then one colour chapter where the visitor chooses a theme and reads what it looks like in practice.
Self-initiated concept, not a client commissionDesign by ⟪Author⟫ via Figma Community (CC BY 4.0) · built by Lumen&Form
Figma Community build
The design ideaFidelity first. The designer’s typography, spacing, colour and states, carried from the file to the browser without reinterpretation.
What the site does
- 01Every page in the file, built responsively
- 02Every state in the file: hover, focus, open menus and form feedback
- 03Forms that actually send
Project note
A designer’s public file, built as a working site overnight: every page, every state, forms live. The point of this one is fidelity — compare it to the file.
Built from a public design file, credited to its authorYour business could be the fifth.
Your site won’t look like any of these. It will be designed around your business, your customers and what you need the website to do. And you’ll see it working before you decide.