When we show clients concept websites at Plurpet, one thing people sometimes notice is that they don’t have branding — not ours, and not the client’s either. We also tend to use stock images and placeholder text like “Lorem Ipsum.” So, what’s the reason behind that?
It’s simple: these are just concepts, not finished products. And there are a few good reasons we do things this way.
1. We’re Protecting Our Ideas
Every layout, design, and structure we create is the result of time, thought, and creativity. These concepts are original work, and under copyright law, they’re protected — even before they’re sold or published. So, we don’t fully brand them because we want to protect our intellectual property.
Leaving concepts unbranded helps prevent others from copying or passing off our designs as their own. Once a client officially starts a project with us, that’s when we go all-in with customisation and branding.
Quick legal note: Copyright in the UK (and many other countries) is automatic. You don’t need to register it — as soon as we create a design, it belongs to us unless otherwise agreed.
2. Concepts Are Just the Starting Point
The idea behind these mockups is to give you a feel for what your website could look like — not to present a finished product. We use them to show layout ideas, structure, user flow, and design direction. But once we’re working together on a real project, everything gets tailored to your business: colours, fonts, images, tone of voice — all of it.
Think of it like an architect showing you a model home. It’s not your house yet, but it gives you a sense of what’s possible.
3. Stock Images & Placeholder Text Are Intentional
We use generic content on purpose. Here’s why:
- It keeps the focus on the design, not the specifics.
- It avoids making assumptions about your brand, your audience, or your voice.
- It makes the concept flexible and suitable for different industries.
When you decide to move forward, we replace everything with content that fits your business. Custom images, real copy, proper messaging — the full works.
4. We Add Branding When It Matters Most — Yours
Branding is deeply personal to each business. That’s why we don’t guess or slap on temporary logos during the concept stage. Once we’ve had a proper discussion about your goals, vision, and target audience, we build the site around your brand — not a generic one.
In Short
We keep our concept websites unbranded to protect our designs, avoid assumptions, and give every client a clean slate. Once you’re ready to build something real, that’s when the magic happens — tailored content, on-brand visuals, and a site that’s fully yours.
If you’ve seen one of our concepts and want to turn it into the real thing, just reach out. We’d love to build it with you.