Start a project — Hardware Lane Studio

Company

00 · The project

What do we call it, and where is it?

A working name is fine — the real one gets chosen on the concept board. The address opens the job file.

Project or land name

Address, road or parcel

01 · Project type

What is the project?

The product decides everything downstream — the name, the renderings, who we call first.

AEstate lots & acreage5–20 acre parcels, buyers bring an architect.

BLot subdivisionHalf-acre to two-acre lots, sold to builders or end users.

CTownhome or villa communityAttached or clustered product, one builder.

DSingle-family communityDetached homes, build-to-order or spec.

ERaw tract, still decidingWe can run the yield study first.

02 · Scale

How many lots?

Planned, not necessarily approved.

AA single houseOne home, one lot.

B2–10 lotsPlat territory.

C11–25 lotsLaunch territory.

D26–100 lotsSellout, usually phased.

E100+ lotsA master plan with its own timeline.

FNot sure yetThe layout hasn't been drawn.

03 · Where it stands

How far along is the plat?

This sets the launch date more than anything else.

ARaw land, no platConcept and yield still open.

BConcept layoutDrawn, not submitted.

CPreliminary plat approvedPre-development pricing window.

DFinal plat recordedLots exist; sell now.

EOn the market alreadyRelaunch with better assets.

FRemodelAn existing house, reimagined.

04 · The buyer

Who buys here?

The answer picks the renderings and the outreach list.

AEnd users with an architectThe family that builds once.

BCustom buildersBuying lots to build for clients.

CSpec buildersBuying in multiples.

DInvestorsLand-banking, holding for later.

05 · What you need pick any

What's missing?

Choose everything that applies — packages bundle these, à la carte separates them.

AA name and a brandMark, palette, type, standards.

BRenderingsWhat gets built here, in five kinds of light.

CWebsite and site planInteractive parcels, gated brochure.

DLot layout and pricingYield study, comps, the price argument.

EThe launchSocial, deck, 90-day playbook.

FSignage and print assetsRoad signs, entry monument, brochure, stake cards.

GAll of itConcept to sellout.

Five questions on this screen.

06 · Brand character

How should the place carry itself?

Pick the one that's closest. We'll show you six complete routes on the direction board anyway.

AQuiet & establishedSerif, restraint, old money.

BModern & minimalClean sans, white space, few words.

CWarm & naturalEarth, timber, a hand-drawn line.

DBold & contemporaryBig type, strong colour, confident.

EHeritage & storiedThe land's history, a crest, a date.

07 · Colour

Which palette feels right?

Instinct only. The final palette comes out of the land itself.

Earth & stoneFieldstone, taupe, ochre.

Deep green & brassHedgerow, verdigris, bone.

Black, white & oakSteel windows, white walls, timber.

Terracotta & creamWarm, sunlit, a little Mediterranean.

Slate blue & linenCool, calm, coastal-adjacent.

08 · Website

What should the site do first?

They all get the interactive site plan; this is about what a visitor meets on arrival.

AEditorialBig renderings, long scroll, a story.

BMap firstThe site plan and prices up front.

CBrochureClean, short, prints well.

DLaunch pageOne screen, one ask, a countdown.

EBuilder portalDocuments, plats, soils, pricing sheet.

FAll of itStory, map, brochure, launch and portal.

09 · Architecture

What gets built here?

The exterior we render. Parcels are sold as land; this is the picture that sells them.

AModern farmhouseGables, board-and-batten, black steel, porches.

BStone & timberFieldstone gables, cedar, standing seam — "modern heritage".

CTraditionalBrick or painted brick, symmetry, dormers.

DCoastalShingle or white lap siding, metal roof, wide porches, shutters.

EContemporaryFlat or low roofs, glass, stone planes.

FCraftsman & cottageShingle, brackets, deep eaves, tapered columns.

10 · Interiors

And inside?

Only matters if we render interiors — most Launch and Sellout sets include three.

ACollected & lived-inDark woods, mixed periods, patina — nothing matched.

BWarm traditionalProper rooms, panelling, a library, earthy colour.

COrganic modernPlaster, oak, stone, steel — nothing shiny.

DCoastalPale timber, linen, dusty blue with chocolate, painted tile.

ERomantic & storiedFlorals, fringe, tapestry, hand-painted tile.

FRustic lodgeTrusses, stone chimney, leather.

11 · Views to render pick any

Which pictures do you need?

A Launch set is eight to twelve; tell us which ones matter most.

AFrom the roadThe approach a buyer actually drives.

BFront elevationHead-on, windows lit.

CRear & outdoor roomPool, terrace, the view out.

DAerial of the lotSixty feet up, house on the land.

EAlternate exteriorA second angle, or the side that faces the view.

FPrimary suiteTerrace doors, the morning view.

GMaster bathFreestanding tub, the quiet room.

HKitchenThe room that sells the house.

IGreat roomTrusses and the window wall.

12 · Light & mood

What light sells this land?

Most sets mix them; pick the one the hero should carry.

ABright dayHonest, clear, shows the materials.

BGolden hourWarm, long shadows, the meadow lit.

CDusk, windows litBlue hour, lamps on, emotional.

DDawn mistFog on the meadow, first light.

EA mix — you chooseFive kinds of light across the set.

13 · Motion pick any

Do you want it to move?

Short clips for the site and social, built from the approved stills and your own footage of the road.

AStreet approachRising over the fence toward the house.

BDrone flyoverThe lot, the drive, the pond, the ridge.

CDrive-byFilmed on the real road, house added.

DDusk revealDay to lamps-on, one slow push.

EStills onlyNo video this round.

14 · Staging

How lived-in?

What appears in the pictures besides the house.

AEmpty & quietArchitecture and land only.

BLightly furnishedPorch chairs, a lit window, a truck in the drive.

CFull lifestylePeople, horses, a dinner on the terrace.

DSeasonalAutumn colour, spring pasture, a light snow.

Nine questions on this screen.

15 · Timing

When does it need to be on the market?

Launch is 25 working days from a signed brief.

AInside 30 daysWe'll tell you what's possible.

B1–3 monthsThe normal window.

C3–6 monthsTime for a proper concept.

DThe plat decidesLaunch when it records.

ELaterPlanning ahead.

16 · Package

What do you have in mind?

Published prices.

APlat$10,000 · name, brand, site, brochure, signs.

BLaunch$15,000 · plus renderings, deck, playbook, drone day.

CSellout$25,000 · plus layout, pricing, outreach, CRM.

DÀ la carteJust the pieces that are missing.

ERecommend oneTell us on the call.

17 · The call

Where do we reach you?

Luke calls personally. Two working days, usually sooner.

What you've told us

Your name

Company or entity

Phone

Best time to call

Anything else — the deadline, the partner, what you already have

18 · What you have

Send us what exists.

In any state — a plat, a survey, aerials, phone photos of the land, an old logo. It goes straight into the job file, and it's what the concept board is built from.

Drop the plat, the survey, aerials, photos — or browse

Several at once is fine. Up to 8 MB each here; anything bigger, we'll send a link on the call.

You'll hear from Luke directly. Files and answers stay in your job file — nothing is shared.