Case study
Unsolicited concept, not a client
Foundation Homes
A homepage concept for a Lake Norman custom builder, built around the owner’s involvement and a plan library that’s easy to browse.
Location
Mooresville, NC
Year
2026
Scope
Homepage concept
Platform
Framer
Services
Positioning, Copy, Web design, Framer build
Overview
Unsolicited concept. Foundation Homes is not a Sketch & Frame client. This is a homepage we designed to show how we would present an owner-led custom builder.
Foundation Homes designs and builds custom homes around Lake Norman, on the client’s lot or theirs.
Key features
Editorial grid of finished homes · Pinned five-step process · Plan library with hover previews · Contact form
The challenge
Finished homes and floor plans are hard to find on the current site. For a builder whose strength is the owner’s hands-on involvement, the site needed to feel personal and show real work.
Design decisions
Real finished homes lead the page in an editorial grid. The process is a pinned sequence: find, walk, design, finance, build.
The plan library is a simple list of names. Hovering one previews the home and its specs.
