Design Homepage

Description

Paste with the kickoff document and the usable photography. Do not attach the recon report or the build dossier.

Prompt

<context> Attached is a kickoff brief for a website being built from scratch for an existing business, plus photography that belongs to them. There is an old site, but it is being discarded entirely and is not attached — nothing about its structure, navigation, or aesthetic is a constraint. Treat this as greenfield.

This is a direction-setting session. I am not looking for a finished homepage. I am looking for several genuinely different answers to the same brief, so I can pick one and develop it. Whatever we land on here becomes the visual language for the rest of the site, so the goal is range, not polish. </context>

<task> Read the brief, paying particular attention to the Direction, the audience, and the Anti-Brief.

Then produce four distinct visual directions. Each one is the top of the homepage — hero through the first content section. Not the full page.

Distinct means the directions disagree about something real: what the hero leads with, how much weight the photography carries, whether the tone is plain or expressive, how dense the page feels, what the primary action is. Four variations on one layout with different colors is a failed session. If two directions could be described the same way in a sentence, replace one.

After each, give me one line: what this direction is betting on, and who it serves best. </task>

<constraints> - **Use the supplied copy as written.** It has been drafted deliberately. Do not rewrite, expand, or embellish it, and do not add sections that need copy I have not given you. If a direction needs a line that does not exist, tell me rather than writing one. - **Invent no facts.** No founding dates, no history, no awards, no sourcing or provenance claims, no reviews or testimonials. Everything stated on the page must come from the brief. - **Honor the Anti-Brief.** It names the reflex answer for this category. Do not produce it, including as one of the four "for comparison." - **No generic AI aesthetic.** Avoid default font stacks (Inter, Roboto, system fonts), purple or blue-violet gradients, glassmorphism, the centered-hero / three-feature-cards / testimonial-strip template, and decorative iconography standing in for content. Type and color should follow from what this business is, not from what looks current. - **Design for the phone first, on a bad connection.** Assume the real visit is one-handed, outdoors, in daylight, on a slow network. Anything that only works at desktop width or after a large image loads has failed the primary case. - Use the attached photography. Where the brief says an image is missing, leave the gap visible rather than substituting stock — I need to see what has to be commissioned. - Do not polish. Low fidelity is correct at this stage. </constraints>

<output_format> Four directions, each with:

- The hero and first content section
- One line on what it is betting on and who it serves

Then, separately: which one you would pick and why. Argue for it — I want your read, not a summary of the options. </output_format>