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Design

Like Iconic Brands and Well-Designed Homes, Skilled Craft Never Goes Out of Style

April 18, 2025
By Jim Sorgatz

Fajitas cooking on a flat iron skillet.
Bill Gelbaugh brings the same precision and visual appeal to camp cooking that he delivers at Outhouse.

In today’s world of ever-increasing automation, the role of the craftsman may no longer occupy the center stage it once did—say, during the Renaissance—but the need for skilled craft has never gone away. Whether it’s clothing, jewelry, furniture, or homebuilding, there is still something deeply human—and deeply valuable—about a well-built item. A custom home, for example, with thoughtful design elements and finishes shaped to a buyer’s personality, has a presence and soul you can’t replicate with mass production.

My dad was one of those rare craftsmen. He started a one-man remodeling business at the age of 40. While technically his own company, he served just three clients—two prominent Phoenix attorneys and Rex Maughn, the founder of Forever Living Products. Rex owned properties like Mormon Lake Lodge in Flagstaff and Southfork Ranch in Dallas—yes, that Southfork Ranch. These clients didn’t shop around. They didn’t ask for quotes. They trusted my dad implicitly and paid him hourly, not because it was cheaper, but because they knew he’d deliver something unique, beautiful, and lasting. I’ll never forget the time he was asked to saw down the legs of a $10,000 antique table just to make it fit below a window with a view. That level of trust only comes from knowing the person doing the work is a true master of their craft.

Technology and Craftsmanship – A Winning Pair

Here at Outhouse, we still believe in that kind of craftsmanship. Much of our work is technology-driven, but it takes more than software to create the kind of visual clarity, consistency, and brand integrity our clients expect. It takes a trained eye, experience, and people who genuinely care about what they’re making.

Man in forest leaning over a camp stove
Bill preparing a meal in the Northern Arizona forest.

A Print Department Founded by Craftsmen

Over thirty years ago, the Outhouse print department was founded by three such people: Bill Gelbaugh, Dorian Boese, and Doug Ills. What they built together wasn’t just a production team—it was a workshop, grounded in artistry, precision, and pride in the finished product. Bill brings a meticulous sensibility to everything he touches, from client branding to color theory to campsite organization. He takes camp cooking next level, creating sumptuous, vibrantly colored vegan meals prepared with bespoke cookware . Doug, a lifelong graphic artist, is also an avid photo restorer who brings old memories back to life with an almost reverent attention to detail. And Dory—well, Dory is a man who appreciates nuance. As a devoted bourbon aficionado, he shares weekly tastings with friends, each pour accompanied by storytelling and quiet discernment. These aren’t just hobbies: they’re reflections of character. Together, the three of them infused Outhouse’s print department with the integrity and intentionality that still defines our work today.

Man sharply dressed in pink blazer  and driving cap next to bright red antique convertible sportscar.
A man with style – Pressroom Manager Dorian Boese at the Barrett-Jackson Auction.

We Elevate Builder Brands

That same care is evident in how we treat your brand’s visual details. Bill, for instance, often catches inconsistencies in logos or brand colors that others miss. He’s been known to zoom in pixel by pixel to ensure a logo prints cleanly on a brochure or displays clearly on a touchscreen. It’s the kind of attention that doesn’t just protect a brand—it elevates it.

man at computer touching up a vintage photo.
Doug Ills restoring a vintage photo

Brand Consistency Is Paramount

And that brings us to a critical point. Brand consistency matters. You may recall a time, a couple of decades ago, when fast-food chains raced to trademark color combinations. Red may dominate the landscape, but it’s the specific hues, pairings, and logo integrations that make each instantly recognizable. Homebuilders are no different. Your brand guidelines: the way your colors appear online, in print, and in your sales environment are essential to how buyers experience your brand. That’s why you need partners who not only understand that but obsess over it.

At Outhouse, our team of visual professionals ensures that your interactive floor plans, site plans, and renderings reflect your brand precisely as designed. Colors are accurate across platforms: website, brochures, signage, and more. Each run of printed material is consistent. Every rendering and virtual tour carry your identity forward with integrity and impact.

An assortment of cookware and food om a pistachio-colored camp table next to an orange-colored ice chest.
A delicious meal prepared in a meticulously curated setting created by Bill.

Proudly Made In the USA

We take pride in that all our digital marketing tools: interactive maps, renderings, virtual tours, kiosks, visualizers, as well as our print collateral and sales center signage are produced by our team right here in the USA. Our home office in Phoenix, AZ houses the print facility that started it all.

Legs and shoes next to small pistachio-colored camp table with a pair of hand carved coffee mugs.  View of mountains across a field.

The Fibonacci Sequence and The Golden Ratio in Home Design

October 1, 2024
By Tabitha Warren

The Secret Formula Behind Beautiful Homes: The Fibonacci Sequence and the Golden Ratio Use Math to Create Beauty in Your Home

Examples of the Fibonacci spiral: stair cases, grapefruit, shells, sunflower, plants
Fibonacci spirals in a variety of contexts courtesy of Canva Pro

Coming from a financial background, when I think about the Fibonacci sequence, I think of a mathematical tool that market analysts use to understand and project market trends. I think of debatable market theory that sparks hot button discussions. For me, the Fibonacci sequence elicits thoughts of pie charts and trend lines. It’s an interesting tool in a market analyst’s toolbox.

When a colleague mentioned it to me in the realm of homebuilding, art, and aesthetics, my mind was blown. I had to learn more about this versatile sequence.

A Bit About the Fibonacci Sequence

The origin of the Fibonacci sequence is much discussed, but it’s believed that it has a hodgepodge evolution with both ancient Indian and medieval European ancestry. The mathematical concept itself seems to have appeared in Indian history as early as 200BC. Sanskrit poetry suggested the sequence in its rhythmic patterns.

In the West, the sequence became more widely known around 1202 as a result of Leonardo of Pisa, aka Fibonacci, when he introduced it to discuss the nature of rabbit population growth. The name “Fibonacci Sequence” wasn’t made popular until much later by a French mathematician named Edouard Lucas. Lucas conducted extensive research on the sequence. He realized that it had deeper relationships with other mathematical concepts. His formalization of this mathematical study allowed for a broader understanding of underlying mathematical structures and eventually led to his development of his own sequences, Lucas sequences, as well as the Lucas-Lehmer primality test.

Vector Set by Studioworkstock courtesy of AdobeStock

The Journey from Mathematics to Nature and Art

The Fibonacci sequence is a series of numbers in which each number is the sum of the two preceding numbers (0, 1, 1, 2, 3, 5, 8, 13). In nature, it is often seen in the arrangement of leaves, petals, seeds, and even galaxies. The Golden Ratio is a mathematical constant approximately equal to 1.618. It can be found in plenty in nature from the ratio of the length of a human arm to the length of the forearm, to the ratio of the length of a snail shell to its width, to the ratio of the distance between branches of a tree to the distance between the trunk and its branches.

If you look around you, you’re bound to notice the repeating patterns at work. Scientists hypothesize that the Fibonacci sequence and the Golden Ratio often lead to the most efficient arrangement for space-saving in nature. An example of this might be the number of seeds that can fit into the head of a sunflower, any other arrangement would not allow this maximized number of seeds. If you take the time to explore, you’ll notice this same thing in pinecones, lilies, and tree branches. All these things grow in spirals and often demonstrate Fibonacci patterns. Beyond plant life, you can observe this pattern in honeybee colonies and the nautilus shell. Look around, and you’ll be surprised to see mathematical sequences everywhere adding to the beauty of the visuals we assume happen at random.

In art, one need only look for a subtle spiral flow to recognize the influence of the Fibonacci sequence, guiding the viewer’s eye through the piece. Artists have embraced the Fibonacci sequence and the Golden Ratio for centuries. Master artists like Leonardo da Vinci had an affinity for mathematics, incorporating it into their art. The Mona Lisa and The Last Supper create a sense of balance and harmony that have captured the hearts and minds of audiences across the world. Leonardo employed the Golden Ratio to create a visual flow that captivates viewers.

The Fibonacci House by Square Three Architecture

Fibonacci Sequence and the Golden Ratio in Architecture and Home Design

Ancient structures like the Parthenon in Greece are testament to the Golden Ratio as far as showcasing adherence to proportions. The influence of these mathematical principles lends a timeless elegance to historical structures. Modern architects can draw inspiration from these architectural beauties when designing for enduring appeal. The golden ratio helps create a balance that makes sure that buildings are both visually pleasing and functional.

In home design, the Golden Ratio and the Fibonacci sequence offer a blueprint for creating spaces that feel instinctively balanced and inviting. Room dimensions, furniture placement, window and door sizes, and even decorative elements can all be guided by these principles. Notably, some architects have even designed entire homes based on the Fibonacci sequence. If you have a chance, take a look at this home by Square Three Architecture. They call it the Fibonacci House, and it is designed entirely around a Fibonacci spiral, incorporating the sequence throughout. The Fibonacci House is an extreme example, but it effectively demonstrates how the sequence and the Golden Ratio can be used to create pleasing flows within a design.

Other Ratios in Home Design

The Golden Ratio and the Fibonacci sequence may be the most used ratios in home design, but there are other mathematical sequences that can be used to create aesthetically pleasing spaces. Another approach to explore might be the Rule of Thirds. This rule divides a space into nine equal parts, with the points of intersection serving as focal points for furniture or decor. While not directly related to the Fibonacci sequence, the Rule of Thirds offers a similar approach to achieving visual balance and appeal.

The Fibonacci sequence and the Golden Ratio are more than just mathematical tools or systems; they are the underlying architects of wonder and coherence in our physical environments. From the beauty of nature to the style of art and the hygge of our homes, their influence is everywhere. A timeless aesthetic can be brought into our designs through balance and proportion if we understand these principles and incorporate them into our designs properly. The next time you’re awestruck by the sunsetting over the ocean, a fascinating painting, or a stunning room design, consider the Fibonacci sequence and the Golden Ratio. They might just be the underlying mathematical forces that harmonize the beauty you sense.

Insights From Our Online Marketing and Product Expert

October 2, 2024
By Jim Sorgatz

Atlanta Real Estate Forum Podcast

The career path taken by my co-worker and friend Kevin Weitzel is more interesting than most. Starting as a professional cyclist, he was an Olympic Alternate in 1988.  This was followed by service as a highly-decorated United States Marine for eight years.  Returning to his cyclist roots, his many productive years in the industry landed him a very successful career in the motorcycle/automobile world.  A strong belief in and practice of relationship selling catapulted him from floor sales to GM of the largest Motorcycle Dealer network in the United States in less than 5 years. He also has owned his own bicycle shop.  Five years ago, Kevin was introduced to the home building industry through a friend who owned Outhouse where, as Vice President of Business Development, he has led the team to the largest sales growth in company history since the housing downturn.  An expert in Interactive Builder Web and Marketing Content, 3D Rendering, Animation, Drafting, Virtual Reality, Matterport, and Print Marketing, Kevin is also a top-ranked International Builders Show speaker, and co-host of the weekly Builders Digital Marketing Podcast.

The podcast tables recently turned, with Kevin bringing his industry knowledge to the studio for an episode of Atlanta Real Estate Forum Radio. Joined by co-hosts Carol Morgan of Denim Marketing and Todd Schnick, the trio discuss Outhouse’s outsourcing services, as well as the effects COVID-19 has had on the way home builders design product, market online to buyers, and conduct sales onsite.

Click Here for Podcast

An early adopter of working remote, Outhouse has been riding the wave alongside the pandemic by helping home builders come up to speed with new technology. While builders have always used services like interactive floor plans and marketing features, the ongoing pandemic has accelerated reliance on these tools, plus more sophisticated virtual tours, animations, and visualizers in order to stay ahead of the competition in our new virtual world.

Enjoy the podcast!

Great Architectural Design Never Goes Out of Style

October 2, 2024
By Jim Sorgatz

What inspires a young entrepreneur to found a company focused on Computer-Aided Drafting (CAD) for residential architecture?  For Outhouse partner Stuart Platt, a big catalyst was growing up in one of the most breathtaking homes in Phoenix, “a unique desert oasis,” built by internationally acclaimed Architect, Will Bruder.  Constructed from a combination of glass, steel, and desert masonry, the home takes full advantage of the impressive desert setting in north Phoenix.  It is often hard to tell where the inside of the home stops and the outside begins.  SPECTACULAR!  This is the first thought that comes to mind when you walk in.   The second is, Wow, when Stuart says he grew up in an uninhibited family, he isn’t kidding.  There is nary a window covering in sight.  Third is who cleans all the glass?  The joke at Outhouse is this is why Stuart is so tall, he needed to be to reach the clerestory windows.  

Great design - expansive living room constructed of metal, glass and wood.
Great Design – Platt Residence, Phoenix AZ

Building this house did not come without challenges.  To move into their home, Stuart and his parents lived in a trailer on the property for four years while they were building.  After moving into the home prior to completion, construction continued for most of the Platt family’s tenure.  For those of us who have undertaken renovation projects while in our homes, we can certainly relate!

Modern, open kitchen designed for entertaining
Minimalist, but highly functional kitchen – perfect for entertaining

Earlier this year, the Platt residence went on the market and sold in a very short time.  Being curious by nature, Stuart asked a realtor friend to arrange a tour, and off they went.   When they arrived, they had a chance meeting with the owner, and when Stuart let him know his family built the home, the owner extended an invitation to house sit for a week while he was on vacation.  True story!

Outhouse Partner Stuart Platt in front of home his family built.
Outhouse Partner Stuart Platt – original homeowner (via parents)

Over the years, changes were made.  The sunk-in living room was raised, the kitchen was renovated, and needed most of all, proper air-conditioning units replaced a single evaporative cooler.  But the overall structure remains the same as it was when it was built more than thirty years ago. 

Expansive master bedroom with glass wall to bring the outdoors in.
Spacious bedroom which extends to the great outdoors.

The Platt residence proves that great design is timeless.  The HERS Rating on this home is probably astronomical, but who cares.  The one-of-a-kind design is fabulous!  Its style is being incorporated into today’s production homes which feature expansive walls of glass that open to the great outdoors, and materials that complement the natural setting.  Enhancing great design today are energy efficient features like dual pane low-e windows, well insulated walls and ceilings, a tight thermal envelope, air/vapor retarders, energy-efficient heating and cooling systems, low flow faucets and toilets, and energy efficient appliances.  Forward thinking builders are also implementing value engineering, modular construction, and innovative building envelopes including Structural Insulated Panels (SIPs), Insulating Concrete Forms (ICFs) and the JEP building system, all of which increase energy efficiency of a home.    

Great design and energy efficiency are at the core of Outhouse’s new partnership with Linderoth Associates Architects.  Our 40+ years of experience have led to a shared philosophy based five pillars of home design and marketing presented a decade ago by Sam Rashkin, Chief Architect of the Department of Energy Building Technologies Office:

  • Sustainable land development
  • Great design
  • High-performance
  • Quality construction
  • Effective home sales and marketing

With 76 million Boomers and 72 million Millennials seeking out builders who embrace these principles, the importance of designing, constructing and selling homes and communities featuring innovative planning techniques, great, timeless design, high performance, and socially responsible features cannot be overstated.  Homes like the Platt residence inspire us to build homes that seamlessly integrate indoor and outdoor living spaces.  Today’s innovative construction techniques allow that to happen.

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