Website Concept Study · For Review

Ten distinct design languages for the GenTech site — same content, same photography, same story. Each is a starting point for the conversation, not a finished site. Open any one to explore its full homepage.

Ten directions. One company.

10 directions10 built out in full5 pages eachSame content across all
01
Chattanooga

Built on a
foundation of trust.

Cinematic Twilight
Moody · Photographic

Dark, immersive, editorial. Full-bleed photography, forest-and-bronze, a refined serif, slow filmic motion. Reads like a luxury architecture brand.

PaletteCharcoal green · Bronze
TypeCormorant · Geist
BuildFull site · React app
02
A MonographChattanooga

Built on a
foundation of trust.

Plate IBrow Ridge — Lookout Mtn
The Monograph
Light · Editorial · Gallery

Paper-white and intellectual, like a printed architecture journal. High-contrast Didone, a strict grid, hairline rules, plate captions.

PaletteWarm paper · Ink · Clay
TypeBodoni Moda · Archivo
BuildFull site · 5 pages
03
● ChattanoogaTN/GA/AL

Built to
stand.

3 Disc.
Tri-State
№135
Structural
Bold · Graphic · Confident

Concrete, ink, brick-red. Monumental condensed type, a visible structural grid with hard borders, inverted black sections.

PaletteConcrete · Ink · Brick
TypeAnton · Archivo · Mono
BuildFull site · 5 pages
04
DWG №135SCALE 1:1

Built
to spec.

DETAIL A —
Blueprint
Technical · Precise

An architect's drawing brought to the screen. Navy drafting grid, cyan hairlines, dimension lines, sheet numbers, mono annotations.

PaletteNavy · Cyan · Bone
TypeArchivo · Space Mono
BuildFull site · 5 pages
05

Rooted in
the region.

CommercialResidentialMaintenance
Terra
Warm · Tactile · Organic

Earthen and human. Terracotta, olive, and sand, a warm humanist serif, soft rounded forms, materials-forward warmth.

PaletteSand · Terracotta · Olive
TypeSpectral · Archivo
BuildFull site · 5 pages
06
● GenTechTN/GA/AL

build
well.

Commercial · Residential01
Atelier
Minimal · Modernist · Swiss

Ultra-restrained. Pure white, vast negative space, a single red accent, asymmetric grid, big images, very few words.

PaletteWhite · Ink · Red
TypeSpace Grotesk
BuildFull site · 5 pages
07

Build
it bold.

№135TNGA
Vanguard
Loud · Contemporary · Editorial

Fashion-magazine energy. Type over image, an electric-blue accent, a kinetic ticker, dramatic scale contrast. Design-forward.

PaletteBlack · Bone · Electric
TypeSyne · Archivo
BuildFull site · 5 pages
08
G
Chattanooga, Tennessee

Built on a foundation
of trust.

Heritage
Classic · Formal · Trusted

Old-establishment gravitas. Deep green, cream, and gold, a classic Caslon serif, symmetric composition, a crest, formal rules.

PaletteForest · Cream · Gold
TypeLibre Caslon · Archivo
BuildFull site · 5 pages
09
TN · GA · AL

Building where
the views are.

Vista
Bright · Scenic · Airy

Light and expansive — built around the aerial mountain photography. Sky and stone tones, an elegant serif, big horizons. Resort-like.

PaletteStone · Sky · Water
TypeNewsreader · Archivo
BuildFull site · 5 pages
10
IndexRev. 2026

Commercial.
Residential.
Maintenance.

W-01McLemoreGA
W-02Brow WoodGA
Index
Systematic · Catalogue

A beautifully ordered ledger. Off-white, ink, and teal, monospace structure, ruled rows, plate numbers. Confident and systematic.

PaletteOff-white · Ink · Teal
TypeArchivo · Space Mono
BuildFull site · 5 pages
How to use this. Each direction is a distinct visual world built on GenTech's real projects and photography. Each is a complete, clickable site — homepage plus Projects, a project case-study, Practice, Capabilities, and Regions. The goal is to choose one — or borrow the best of a few — and refine from there. Content, copy, and imagery stay identical across all ten; only the design language changes.
GenTech Construction · Concept StudyCommercial · Residential · Maintenance