Holoindustry · Brand & website · Freelance

How do you make deep tech feel clear and trustworthy?

A brand identity first, then a website shaped through a best-practice review and a workshop, for a company making thermal-imaging wearables for industry and emergency services.

Brand identity · Brand book · Communication materials · Website

The problem

A brand DNA in words but no visual identity, and a company that was a brand, a product and a service all at once.

My role

Freelance designer. Identity and brand book; website workshop, IA, wireframes and UI.

Team

The FrontlineGuru agency team, Holoindustry’s leadership and a Webflow developer

Methods

best-practice review of industrial-tech websites
workshop with the agency
feasibility checks with the developer

The brief

The agency had the words. The brand needed a face.

Tagline: See further. Decide faster. Work safer.

FrontlineGuru had already run brand DNA workshops with Holoindustry: values, personality, tone of voice and the line “See the unseen.” My job was to bring that to life visually. The brief was unusual: not to stand out, but to blend in. Anyone seeing the brand should place it in the tech and hardware world at a glance.

Directions

I explored three ways to create the brand.

Each direction took the same idea from a different angle. I showed every one on the same “See the unseen” slide, so the client compared ideas, not layouts.

DECISION

Eye/Window

A window that also reads as an eye: a frame you look through to see what’s hidden.

Colour

Then I kept the stage the same and changed only the colour.

The same phone, banner, letterhead and stage screen in every option, so each round of feedback was about colour alone. I only offered palettes I’d stand behind and left the call to the client, who chose blue-green because it felt most like them.

The system

The brand book turned one mark into a system.

Logo, colour, type, gradients, logo patterns, photography and applications, in a 37-page brand book. I also designed the product one-pager, bringing in ThermalGlass, an existing sub-brand.

Designing the website

Before any page, we agreed what the site had to do.

Before the workshop, I reviewed how other industrial-tech and hardware companies separate brand, product and service on their sites, and brought the patterns that worked into the session.

Holoindustry is a brand, a product and a service company at once, and visitors couldn’t tell which was which. I designed and facilitated a workshop with the agency team. Together we set the goals (awareness, leads, and a clear line between brand, product and service), key messages and USPs, then mapped the information architecture.

Wireframes to design

Structure first, then pixels.

I wireframed every page with placeholder copy to settle the layout logic; the agency then wrote the final text. I designed in Figma knowing the site would be built in Webflow, and checked feasibility with the developer as I went. I also built in trust signals: results in numbers, partner logos and testimonials.