Selected work

Sunset Deck

Disciplines
WEBSITE | BRAND SYSTEM
Status
Independent concept
Accent
Cedar#B97942
Sunset Deck homepage hero, a deck and outdoor living concept in navy and cedar

The project

Sunset Deck

A self-initiated concept developed by Signal Grove to explore how an outdoor-living builder could sell premium decks and docks as well on a phone as on a desktop. It was not commissioned.

A deck is bought for the evening it makes possible, not for the joinery. Whatever the specification says, the thing being sold is a particular hour of the day in your own backyard. So the concept is built around that rather than around a catalogue. It runs as one long scroll in navy and cedar against sand, evening colors rather than daylight ones, and the photography is given the room to carry it. The build detail is present, but it sits underneath the feeling rather than in front of it, and the inquiry stays reachable from anywhere in the scroll.

The page

Selling the hour, not the joinery

The Sunset Deck home page in a browser window, a lakeside dock at dusk behind the headline Custom Decks and Docks Built for Central Florida Living
Identity

Evening colors, not daylight ones

Navy and cedar against sand. Playfair Display sets the headline and Inter carries everything else, which keeps the page from turning into a brochure while the serif does the work of making it feel considered.

Sunset Deck 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

Waterfront and outdoor building, shown before it is described

The Sunset Deck capabilities section, Premium Waterfront and Outdoor Building above two photographs of finished decks at sunset
The other half of the business

Repair and re-decking, for the deck somebody already has

The deck repair and re-decking section of the Sunset Deck concept, a photograph of a weathered dock beside the copy and two calls to action on navy
On a phone

The inquiry never more than a tap away

Three phone screens from the Sunset Deck concept, showing the hero, the work and the inquiry form

Next project

AFAB Dumpster

A dumpster rental concept built so sizes and prices are the first thing you see.

See the project
AFAB Dumpster homepage hero, a dumpster rental concept in amber on near-black

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