Clean Air leads. Plus a bold pass from the board.
Concept 1 was picked as the direction and now comes in five takes, the newest built around the sun in the Novatec O. Below them: seven bolder concepts, five from the inspiration mix board plus two more sun-mark stories. The three original alternates close the page. Every section on every page carries a small dashed marker (S1, S2, S3) in its top-left corner so feedback can point at exact sections.
Clean Air
CONCEPT 1The original. Floating pill nav, a poster hero, images set inside a statement line, and an equipment accordion that opens on hover. One deep blue.
Clean Air: Gallery
CONCEPT 1BThe photographic take. A matted plant-photo hero, an editorial equipment grid, the seven drying technologies on a snap strip, and the people who stayed 30+ years.
Clean Air: Index
CONCEPT 1CThe typographic take. Maximum breathing room, an equipment index that previews each machine on hover, and the lightest motion of the family.
Clean Air: Manifesto
CONCEPT 1DThe type-forward take. Product images set inside the hero headline itself, equipment cards that pin and stack on scroll, and a featured-first drying section.
Clean Air: Sunrise
CONCEPT 1EThe brand take. The real Novatec sun becomes the O in the headline, the borrowed blue gives way to the logo's orange, and the orbit turns slowly around the mark.
The Showroom
CONCEPT 5Room 1, perfected. The category's white brochure language executed flawlessly: ecommerce-grade product presentation, a working dryer finder, burnt orange on near-white.
The Machine Film
CONCEPT 6Room 2. The homepage cut like a film: a pellet-macro title card, the Baltimore aisle under scrim, three machine portraits, a mono manifesto. One amber accent.
The Catalog
CONCEPT 7Room 3. The fleet is the homepage: seven drying technologies as named plates in a gapless grid, spec rows on the flagship, the warranty stamped like a rating plate.
The Living Plant
CONCEPT 8Room 4. A hand-drawn plant schematic runs the hero: pellets flow from silo to machine throat, readouts labeled as simulated, instrument teal on cool paper.
The American Blueprint
CONCEPT 9Room 5. One argument drawn in a drafting room: American production since 1950, navy sheets, self-drawing linework, a 75-year build log, brass figures.
First Shift
CONCEPT 10The sun-mark story, dark. Plants run before dawn, so the Novatec sun rises over a drawn horizon as you scroll, and warm wells light the equipment.
The Loop
CONCEPT 11The sun-mark story, drawn. Plant-wide conveying as a closed loop: four stations on a ring, the flow turning slowly, and the sun holding the center.
Control Room
CONCEPT 2Tactical telemetry. Terminal blacks and one hazard red, a simulated control panel, a pinned horizontal walk down the equipment line, scrubbed type.
American Standard
CONCEPT 3Heritage broadsheet. Condensed American display type, serif body, real employee tenure, a 75-year seal beside the warranty. No motion at all.
Modular System
CONCEPT 4Swiss industrial print. The homepage as an engineering drawing: title block, red-node schematic, giant module words, gapless compartments. Static.