Industry Challenge
A client approached me needing a website for his crane company. The primary requirement was scalability; the site had to allow for easy addition of new equipment, as the business was just starting out with a single machine.
Competitive Analysis and the "Authenticity Paradox"
After analyzing the competition, I noticed something interesting. Most websites in this sector are painfully simple, poorly styled, and struggle to present information clearly. However, I soon realized this might actually be a highly effective sales strategy. Construction industry websites often look like they are from 2010, yet they feel authentic to the customer. The typical Polish entrepreneur is accustomed to this—such a site signals: "this is a tradesman, not a corporate facade."
This created a core problem to solve: how to present the offering in an accessible and modern way, while maintaining the trust built by the industry's "rawness"?
Wireframing and Information Architecture
As always, instead of thinking about colors, I started with a content analysis. I developed a schema of all parameters a machine for rent must include. I had to determine what data is critical for an engineer looking for equipment, ensuring the presentation would be clear and fast.
Visual Design
Once the hierarchy was established, I moved on to selecting fonts, colors, and the overall feel of the site—though the wireframe already made it clear that this would be technical brutalism.
For the design, I decided that the style that would maintain consistency and clarity needed to resemble a specification table. This allows a client looking for a crane to check parameters in an instant. Consequently, the crane section was placed immediately below the Hero, with no unnecessary "fluff."
Textures, Concrete, Steel – The "Hard" Feel
Finishing Touches: Technical Precision
The Saira font, which looks downright "blocky"
Final section style
Below are three sections reflecting the developed style.
Technology: Sanity and Client Autonomy
I translated the developed data schema into a structure within Sanity. This allows the client to manage their offerings independently; adding a crane automatically triggers the creation of its dedicated subpage on the site.
To enable the client to fully manage the website, I also wrote a user manual for the dashboard and instructions on how to add new equipment.