Selected work

Hickman Homes

Disciplines
WEBSITE | BRAND SYSTEM
Status
Independent concept
Accent
Brand green#14421b
Hickman Homes homepage hero, a Central Florida custom home builder concept in forest green and sand

The project

Hickman Homes

A self-initiated concept developed by Signal Grove to explore how a custom home builder could present its homes, its process and its credibility as one clear structure. It was not commissioned.

A custom home is the largest thing most people will ever buy, and the decision is made twice. First emotionally, from a photograph of a house someone can imagine living in. Then practically, from plans, finishes, timelines and whether this builder has done it before. Most builder sites pick one of those and lose the other. They are either a gallery with nothing behind it or a specification document nobody wants to read. This concept runs both on a single page: the promise up top where the photography is strongest, then the homes, the plans, the process and the proof, in the order a buyer actually asks for them.

The page

The promise up top, where the photography is strongest

The Hickman Homes home page in a browser window, a custom house behind the headline Luxury Custom Homes Built for the Way You Live
Identity

A serif for the promise, a sans for the specifications

Playfair Display carries the promise and Montserrat carries the detail, so floor plans stay easy to scan without the page turning into a brochure.

Hickman Homes brand guide: the lockup on light and dark, the named color palette with hex values, the type scale as it is actually set, and the real button styles
Capability

What the builder actually does, before what it has built

The Hickman Homes capabilities section, Building With Vision and Absolute Structural Integrity above four categories of work on sand
The homes

Models a buyer can picture themselves in

The Iconic Blueprint Foundations section of the Hickman Homes concept, three featured house models shown as photographic cards
Communities

Where the houses actually go

The Hickman Homes gated communities page in a browser window with an interior photograph, and a phone beside it showing the featured homes
On a phone

Both decisions, on the device they get made on

Three phone screens from the Hickman Homes concept, showing the hero, the featured homes and the plans

Next project

Polk Screen Pros

A screen and pool-cage platform we own, structured city by city across Polk County.

See the project
Polk Screen Pros homepage hero, a pool cage and screen rescreening site in pool cyan

Working on something like this? Tell us about your project, or see all the work.