Mortar™ / the brick and mortar design system
Mortar™ holds it together.
Your story is the brick. Mortar™ is the design system behind every site we build: the type, the layouts and the rules we’ve refined site after site, so yours looks like you and not like every other AI-made website.
What it covers
We did the hard part once. You get the benefit.
Type
Pairings tested at phone size, in sunlight, by people in a hurry. Big where it should be, readable everywhere else.
Color
Built from your logo, your storefront and your trucks. Never from a trend palette.
Layout
Every page has one job: a call, a booking or a visit. The layout leads there and nowhere else.
Photos
Your real people and your real work. When we need scenery, we say so. We never fake a crew or a customer.
Words
Short sentences in your own voice. Your phone number where people look for it. No agency jargon.
What it blocks
What never gets through.
- Purple gradients
- Glowing blobs
- Stock icons in circles
- “Trusted by 500+” badges
- Smiling stock crews
- Emoji as icons
- Gradient text
- The same font as every AI site
The rules
Four rules. No exceptions.
Your story first
Every site starts from a conversation, your photos and your town. Never from a template.
One page, one job
Each page has a single ask: call, book or visit. Everything else supports it.
Real or nothing
Real people, real work, real reviews. If we don’t have it yet, we leave a spot for it.
No AI tells
The giveaways of AI-made sites are blocked at the system level, so Foreman™ can’t add them either.