Independent concept project
Ridgeline Renovations
The business problem
Ridgeline is a two-person kitchen and bathroom contractor, twelve years in, whose work is excellent and almost entirely word-of-mouth — but their site is a template stocked with photos of kitchens they didn't build, a contact form nobody answers, and no way to see actual work. Homeowners weighing a $40k renovation need proof before they'll call, and stock photography signals the opposite: if you won't show your own work, people assume there isn't any. They lose inquiries to competitors with a photo gallery and a visible phone number.
Design direction
A proof-first structure: completed projects front and center with real before/after photography from actual jobs, the phone number visible in the header on every page, and a straight, specific answer on what things cost — replacing borrowed photos and vague reassurance with the kind of evidence a $40k decision actually requires.
