Dark tech (Option 1)
A dark navy base with orange accents and a live road-scanning visual in the hero. Signals precision, authority, and AI capability — built for a procurement audience that expects enterprise software to look serious.
Infrastructure & Engineering / 2026
Dough — PAVE Design Exploration
Giving a client a real choice — three complete homepage directions, not one take-it-or-leave-it design.
PAVE is an AI platform that detects road damage for municipalities and road management teams. We designed three full homepage directions for their company website, each presenting the same content in a different visual language.
- Service
- UI/UX & Branding + Web Design
- Industry
- Infrastructure & Engineering
- Solution
- AI SaaS Platform
- Engagement
- Design exploration
Project overview
Three directions covering the same five sections, each built to stand alone.
Each direction covers the full homepage: a hero with the core value proposition, a product section explaining PAVE's AI detection, a features section, a partners strip, and a contact form. All three are complete enough to be shipped — the exploration is about direction, not a rough sketch.
Designing three directions side by side forces real clarity about what each visual language is saying, independent of content.
The challenge
The design challenge
An AI infrastructure product has a positioning problem: it needs to feel technical enough to be credible with engineers and municipal procurement teams, but approachable enough that decision-makers who are not data scientists can understand the value quickly.
- The product is visual — AI video analysis — but the audience is procurement, not engineers.
- Three directions meant three coherent systems, not three colour swaps.
- Each hero had to carry the same message with a different emotional register.
- The client needed enough contrast between options to actually make a choice.
UX approach
UX focus — making three directions genuinely different
Each direction uses a distinct visual register to frame the same product for the same audience in a different way.
Light illustration (Option 2)
A clean white base with an isometric city illustration, making the product feel approachable and solution-oriented rather than data-heavy. Softer, more consultative in tone.
Orange-led (Option 3)
A bold orange with high contrast and an application screenshot front and centre. Direct, energetic, and product-first — puts the actual tool in front of the decision-maker immediately.
Same structure, different voice
All three share identical information architecture — hero, solution, features, partners, contact — so the client could compare directions on equal terms, section by section.
Selected work
The same content, three different directions.
Hero, product, features, partners, and contact — designed three ways.
UI and product direction
Design focus — three visual languages from one content brief
Each direction is a complete design system in miniature: its own colour palette, typographic weight, imagery treatment, and component style.
- Option 1
- Dark navy with orange — authoritative, technical, AI-forward. Built for enterprise procurement.
- Option 2
- Clean white with illustration — approachable, solution-oriented, consultative. Built for a broader stakeholder audience.
- Option 3
- Bold orange with a product screenshot hero — direct, energetic, product-first. Leads with the tool itself.
- Shared structure
- Identical information architecture across all three, so the comparison is genuinely about visual direction, not layout.
Our process
From understanding the problem to a focused product direction.
- 01
Define the content brief
We agreed the five sections all three directions would cover: hero, product, features, partners, and contact.
- 02
Develop three distinct visual languages
We defined a colour system, typographic treatment, imagery approach, and component style for each direction before designing any screens.
- 03
Design all three full homepages
We designed each direction as a complete homepage in Figma — not a rough concept, but a finished screen the client could evaluate properly.
- 04
Present side by side
We presented all three directions together, section by section, so the client could compare them at the same level of detail.
Execution
Three complete homepages in Figma
Each direction was designed to completion in Figma, covering all five homepage sections with full layout, colour, typography, and imagery — ready to hand off for build in whichever direction the client chose.
- Three complete homepage designs in Figma
- Dark tech, light illustration, and orange-led directions
- Hero, product, features, partners, and contact in each
- Side-by-side presentation for an informed client decision
Impact
A client decision grounded in real options
The client chose Option 1 — the dark tech direction — a dark navy base with orange accents and a live road-scanning visual in the hero. The exploration gave PAVE a clear decision point and a build-ready design for the direction they wanted to go.
- Three full homepage directions designed in Figma
- Each covering the same five sections for a fair comparison
- Client selected Option 1: dark navy, orange accents, AI-forward
- Build-ready output from the chosen direction
Closing perspective
Direction-setting is its own design discipline
Designing three options teaches you things a single direction does not: what makes each visual language coherent, where the content resists one treatment but works naturally in another, and how much the emotional register of a homepage can shift the perceived credibility of the product behind it.
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