01 / Manufacturer site
Venus Chairs
A homepage for a second-generation office furniture manufacturer, built around the thing they actually do: assembly.
The redesigned homepage, on the WTM studio screen.
Overview
Venus makes office furniture under one 50,000 sq ft roof in Kanpur, with model codes running VC-2001 to VC-2599. The redesign takes its art direction from the factory itself: the page is cold graphite throughout, and colour appears only where a finished product does, the way grey steel only gains colour in the coating booth.
The brief
Redesign the homepage of a furniture manufacturer around the thing they actually do: making chairs.
The approach
Colour only where product exists
The page is cold graphite, like steel before the coating booth. Colour appears only on finished products and the main action, so the accent follows a rule instead of a mood.
Assembly is the centrepiece
A scroll-scrubbed frame sequence takes a chair apart and puts it back together as you read, with a readout naming each part.
The catalogue, drawn to scale
The model codes form one continuous line, cut into the 17 series they belong to, so the size of every range is visible at a glance.
Designed for the phone
The assembly frames ship in a smaller set for phones, and if frames are ever missing the page falls back to a live 3D chair, so it is never empty.
What we built
- A headline that widens like steel under a press
- A chair that assembles as you scroll
- The whole catalogue drawn to scale
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