UX + visual language
Print-industrial system for Amerimatter: aged paper field, deep ink structure, vermilion only for critical calls. Catalog-clear hierarchy so stock and order paths read as transactional and premium.
Target audience
CNC shops, buyers, and plant-facing operators who need stock, cut, and order information without marketing fog. Surfaces must scan like a catalog: clear SKUs, hard structure, immediate next action.
Design choices
- Stratified type — bold all-caps sans for headers; serif for body and descriptive copy.
- Flat structure — hard borders, no soft shadows; alignment and order over decoration.
- Limited palette — paper field, ink for structure, slate for meta, vermilion only for DO / critical CTAs.
- Catalog metaphor — listings, contents, price or quote, requisition-style actions where the journey is commercial.
Palette
#F4ECE2
#111213
#1D2D3D
#8BA0B1
#DF3A23
Paper is the field. Ink carries body and structure. Navy anchors primary navigation and controls where needed. Slate is secondary technical meta. Vermilion is reserved — danger, material finish callouts, and critical transactional CTAs — not decorative accents on every chip.
Goals
- Make industrial commerce readable: stock → product → cut/plan → order.
- Feel premium and transactional without looking like generic SaaS.
- One system across catalog, product plate, forge demo, and guides.
- Design decisions documented so brand life stays reproducible in portfolio work.
Personas / workflow
Needs alloy, size, finish, and price path — catalog and product plate first.
Cut and nest before purchase — forge / cutter demos prove craft and reduce waste questions.
Needs a coherent surface across marketing, catalog, and commerce — not three different aesthetics.
Design choices lock brand identity before platform scale: print-industrial honesty, catalog structure, and commerce-ready CTAs. Interactive demos prove craft; the stack follows the design system, not the other way around.