A finish-carpentry shop in fictional Hollowbrook, Connecticut. Run by Tom Reeves out of a converted dairy barn since 1998. Built end-to-end at full quality so you can see what the JCW process delivers when it's applied to a real-feeling small business — brand, voice, calendar, content, and all.
Tom Reeves, 53, runs a four-person finish-carpentry shop out of a converted 1940s dairy barn on his own property in Hollowbrook, in northwestern Connecticut's Litchfield County. He apprenticed at eighteen with Earl Voorhees in Cornwall and has been on his own since 1998. His wife Annie taught grade school. Their kids — Sam and Hannah — are out of the house. Riggs the black mutt sleeps under the bench.
The work is built-ins, custom cabinetry, mantles, and interior trim. The audience is homeowners working with architects on real renovations, plus the architects themselves. Tom isn't the cheapest carpenter in Litchfield County and never plans to be.
Sample website is the public-facing site. Workbook's the private deliverable. Strategy, calendar, and questionnaire are the planning artifacts. Journal's a year of mapped weekly posts (Q1 written; Q2–Q4 themed).
The public-facing Pioneer Carpentry site — brand identity, voice, services, project gallery, process, about, testimonial. The page a prospect lands on.
Open the sample websiteThe 12-tab CMS that holds it all. Strategy, audience, four pillars, blog, social, GBP, newsletter, and review. The actual deliverable from a JCW engagement.
Open the workbookThe planning doc. Brand, audience, four pillars, channels, voice, and year-one targets — the foundation everything else answers to.
Read the strategyThe full year on one page. Twelve months × four pillars × rotating weekly themes — 52 posts mapped from April 2026 through March 2027.
See the calendarThe sample website's blog. 12 fully-written posts in Tom's voice (Q1: April–June). Built / Materials / Workshop / Season, in rotation.
Read the journalThe intake form JCW sends every new client. Long-form, no rush. The answers feed the Strategy. Tom's filled-in version is in Workbook Tab 02.
View the questionnaireTom's voice carries across the sample website, the blog, the social posts, and the newsletter. Same person, same register; the texture changes with the room. Three samples from three different parts of the demo.
"We don't do drywall or framing. We come in at the finish layer — the part of a house that everyone touches and most contractors hand off."From the sample website home. Direct, defining the work.
"Annie comes out to the shop sometimes during dovetail week. She likes the sound. The chopping, mostly. She told me once it sounds like a metronome that's slightly drunk. She wasn't wrong about it."From the Workshop pillar (May blog). Personal, grounded in the cast.
"Both are real money. Don't let anyone tell you oak is the cheap option — it isn't, not at the species level we use."From the Materials pillar (April blog). Direct opinion. Numbers behind it.
Same person. Three different rooms. That's the voice work the Workshop does on every brand — found, not templated.