Start here
The proposal, the brand as we understand it, and the project as it is scoped. Read these before the concepts — they set out what the site has to do and what is still undecided.
Sherpas IT · Proposal
Proposal
Every question from the Linda Fruit scope document answered in order — cost, timeline, concepts and revisions, content loading, hosting, ongoing support, third-party licensing, and an explicit list of what is not included.
Open proposal →
Reference · Brand
Working brand guide
Everything extracted from the brand pack into one reference — identity, color with calculated contrast ratios, typography, patterns, archetype and approved copy. Plus the things that need clarity from the brand designer and suggestions for making the brand work as an interface.
Open brand guide →
Reference · Project
Project scope
The confirmed product record — audiences, purpose, positioning, site map with visitor modes, timeline with the schedule risk stated plainly, development requirements, what evidence exists, and a table of open decisions with owners.
Open scope →
Homepage concepts
Four draft concepts, every one built on your brand. Built out in full so you can judge them as real pages rather than descriptions. Unlimited revisions either way — we iterate until it is right.
Concept 01 · Our recommendation
One Apple, Refitted
The page is one bin of one grower's fruit and never leaves it. Five numbered folds retitle the same footprint — block, picked, sorted, placed, returned — so “we look for more opportunity in every apple” becomes the mechanic instead of a claim. Grower and buyer read the same volume from opposite ends.
Open concept →
Concept 02 · Alternate
The Lot Ticket
Every bin carries a tag that follows the fruit from block to shelf. The homepage becomes that chain of tagged records, and every claim is pinned to a tag holding real specifics — nothing floats as an adjective. Traceability is the argument.
Open concept →
Concept 03 · Alternate
The Season
The page runs the orchard year from bloom to shipment, and marks the exact point where the rest of the category starts telling its story. “Premium starts long before harvest” proved structurally: Linda's story begins five months earlier.
Open concept →
Concept 04 · Alternate
The Matched Pair
Two apples in identical pose that look like the same fruit. Pointer marks land one at a time on what actually separates them — pick timing, storage, grade tolerance, handling. Settles “premium should mean something” with evidence rather than assertion.
Open concept →
Review notes
A few things to know as you look through the concepts, so you can read them the way they are meant to be read — and a short list of what we need from you next.
Reading the concepts
- The details are stand-ins. Anything with a dotted gold underline — variety names, dates, lot numbers, certifications, team names — was written by us to fill the layout. None of it came from you, so please don't read any of it as fact.
- The photography isn't shot yet. Every image is a labeled placeholder naming the picture that belongs there. That doubles as a brief for your photographer.
- The hero video is a slot, not a film. Each homepage opens with a full-width video. Everything around it is built and working — it plays silently, loops, and can be paused by anyone who wants it still. Only the footage is missing.
- The type is close, not final. Your real headline and body fonts are licensed but not yet switched on for web use. These pages use the nearest free lookalikes, so headlines will sharpen slightly once we make the change.
What we need from you
- A direction. Tell us which concept to build, or which parts of which.
- Content. Varieties and pack styles, certifications, leadership bios, and what you offer growers.
- The photo and video shoot. This is the one item that decides whether the 28 August date holds.
- Font access. A web license code from your Adobe account — no extra cost, it just needs switching on.
- Where inquiries should go. Which person receives growers, buyers, feedback and general questions.
The proposal sets out the full timeline and what each date depends on.
For your brand designer
- Two greens share one code. In the brand guide, the bright green and the deep green are both labeled with the same value. Your logo file settles which is which, and we have built to that — but the guide should be corrected so nobody else is caught by it.
- The green in the guide and the green in the logo differ slightly. Close enough that no one will see it, far enough apart that the two should be made to agree.
- The bright green can't carry small text. It isn't dark enough behind white lettering to meet accessibility standards, so we use the deep green wherever text sits on a dark background. Worth knowing for print and packaging too.
- A wider logo would need their source file. We built a one-color version, a shorter lockup and app icons from what you sent. A single-line version isn't possible from this export — two words are fused together in it.