Novatec Homepage redesign — concept round

Four directions · one structure · one approved copy set

From resin pellet to part, told four ways.

Every concept below runs the same argument and the same leadership-approved copy: resin is the biggest investment in the plant, and Novatec makes everything that carries it from the railcar to the press. They differ in what they argue with — light, engineering, restraint, or force. Compare the heroes first, then the nine-stage material path, then the Knowledge Center.

StructureClaim → proof → the parts
CopyRound 5, verbatim
AssetsReal Novatec photography
Open decisionThe AI language
01

Cinematic DarkArgues with scale and craft

The approved direction, resolved. Near-black ground, alternating cream, and the travelling starburst that ignites the words as it crosses them.

  • Signature — the sweep: light travels the headline and the material path, and each stage ignites as it passes.
  • Feels like a film title sequence for a factory.
  • Best for continuity — five rounds of stakeholder agreement already sit behind it.

Risk: dark sites can read as “tech company” rather than manufacturer if the photography goes abstract.

Open concept → New tab ↗
02

Technical BlueprintArgues with engineering rigour

The engineer’s site. Warm paper on a real engineering grid, navy as the structural ink, and orange reserved for one meaning only: this is the part that is running.

  • Signature — leader-line callouts on real equipment, and the material path drawn as a P&ID.
  • Feels like the best equipment manual ever printed.
  • Best for the younger engineer researching hard before anyone calls a rep.

Risk: restraint reads as cold if the photography underneath it isn’t strong.

Open concept → New tab ↗
03

Editorial PathArgues with expertise and restraint

Content first. Paper, enormous type, enormous air, and the Knowledge Center promoted to the most designed module on the page.

  • Signature — the material path collapses into a sticky rail that tracks what you’re reading.
  • Feels like an industry journal that happens to sell equipment.
  • Best for the thought-leader positioning the brief asks for by name.

Risk: the editorial serif is where the 50+ segment either reads authority or “law firm.” Worth testing.

Open concept → New tab ↗
04

Plant FloorArgues with physicality and confidence

Charcoal and amber, hard edges, zero radius. Real people on a real floor at real scale. Built by people who make things out of steel.

  • Signature — hard state flips, a stage marquee, and stencil plate numbers tagged into every section.
  • Feels like the trade-show booth and the shop-floor placard.
  • Best for distributor reps, trade shows, and carrying straight into print.

Risk: loud enough to fatigue across a long page — needs quiet sections to breathe against.

Open concept → New tab ↗

Read this first

The notes explain why the structure changed.

The audit of the live homepage, the reasoning behind collapsing three “we handle everything” statements into one claim plus one proof graphic, the design-system recommendations, what to test, and the one open decision that blocks a final build — the AI language, which the guardrails ban and the positioning brief claims.

Open the UI/UX notes → Open questions for leadership ↗