Case study
MassGarage Boston: minimalist precision for a Boston garage-door brand
A Greater Boston garage-door company wanted a site that looked like Apple's website — clean, fast, and confident — while owning local search in their market.
What they needed
MassGarage had a clear aesthetic vision: the restraint and confidence of Linear, Apple, and Stripe applied to a local garage-door business. No drop shadows, no clutter, no loud colors — Geist Sans, white surfaces, and a single subtle blue accent. Alongside the design brief, they needed serious SEO depth for the Greater Boston market. The platform had to separate their identity clearly from other garage-door tenants while sharing the same underlying infrastructure.
- editorial-minimal design family — Apple/Linear/Stripe aesthetic
- Geist Sans display font, white surfaces, #2563eb blue accent
- WCAG AA from day one — dark and light mode
- Shared platform infrastructure, zero cross-tenant data leak
What we built
editorial-minimal design family
Encoded the operator's Apple/Linear brief into a dedicated design-family token set: hairline borders, zero shadow, 8px rounded, Geist Sans headings, matte-cool palette. Every component renders the same restraint.
Bespoke 12-section homepage spec
Designed a 12-section homepage (MassGarageHomepageSpec) from scratch — not a template reuse. Each section mirrors the minimalist editorial spec: no decorative noise, every pixel deliberate.
Per-route override architecture
Built a bespoke _overrides/ directory covering every sub-route: services, locations, contact, pricing, financing, commercial, reviews, blog, FAQ, team, privacy, terms, and more. Each override is independently skinned to editorial-minimal.
LAW compliance from the ground up
Per-location phone isolation, geo-free homepage copy, garage-door chat safety pack, and 100% WCAG AA — all enforced as the site was built, not fixed after the fact.
Highlights
Concrete things we built for MassGarage.
editorial-minimal design family
Apple/Linear/Stripe aesthetic encoded as a reusable CSS family token. Hairline borders, zero shadow, Geist Sans, matte-cool palette.
Bespoke homepage spec (12 sections)
Custom MassGarageHomepageSpec — not a shared template. Every section authored specifically for this brand and market.
Full A-Z sub-route overrides
Every public route has a dedicated override file skinned to editorial-minimal. No route falls back to a generic shared layout.
WCAG AA in light and dark
100% contrast pass across all page types — included in the 22-cycle a11y mega-run. Minimal design doesn't mean invisible text.
Chat with LAW #18 safety
Garage-door chat safety pack with 5-layer defense. Refuses DIY repair instructions; routes every query toward scheduling.
How it's built
Runs on the shared WebsiteFactory platform — Next.js 15 on Vercel, Sanity for CMS content, Supabase for location and lead data. The editorial-minimal design family lives as CSS custom properties, not a separate codebase.
What's live today
MassGarage Boston is live at boston.websitefactory.space with the editorial-minimal design family, the bespoke MassGarageHomepageSpec homepage, and A-Z sub-route overrides for every public page. WCAG AA passes 100% across all page types in both light and dark mode. The Phase 2 full-site rebuild — 12-15 gpt-image-1 Boston-scene photos, authorized-dealer pages, and deep SEO content — is in progress.
More work
See what else we've shipped.
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