A design folio for a Leeds heating & boiler firm — the same honest business, told five different ways.
From
the editor
Northern Heatlink is the kind of business every street needs and few streets celebrate: Gas Safe registered heating and renewable energy engineers, based at 587 Selby Rd in Leeds, carrying out XX+ boiler and system services a year across Yorkshire and Lancashire. New A-rated boilers fitted in a day. Annual services that keep warranties valid. Breakdown callouts answered around the clock. Landlord certificates issued the same afternoon. Cover plans that turn surprise bills into one predictable payment. And 0% finance for the jobs that cannot wait.
So we set ourselves a brief with a twist: design five complete websites for the same firm — same facts, same phone number, same fixed-quote promise — and let each one argue for itself. One goes dark and monumental. One makes the page itself move like a film. One cuts typography into a sliced-tile mosaic. One strips everything back to white space and fine serif type. One is a poster you can paint with your cursor. None of them uses a stock photograph of a smiling family by a radiator. All of them tell you what the firm does, where it goes, what it costs (sample figures, honestly marked), and what to do when the boiler dies at midnight.
Read them in order, or jump to whichever temperament suits you. Then tell us which one feels like the firm you would actually call.
— The folio editor
Click through — each is a complete site
Oversized display type on near-black, a magnetic quote badge that follows your cursor, a two-way typographic marquee, an about section that reveals itself word by word as you scroll, a numbered service index with hairline dividers, and four sticky cards that stack over each other — numbers, process, service areas, emergency. The heavyweight: maximum presence, minimum decoration.
A fixed full-screen photograph of an engineer at work with exclusion-blend overlay type; scroll and a black panel slides up and swallows the hero — its caption fading out on a precise curve as the panel covers it. Inside, content blocks scale in and out around the viewport's centre, all driven by one animation frame loop. It ends the way films end: a white screen and a single invitation.
No photographs at all — instead, giant typographic compositions sliced into rounded cards, each card a window onto one larger design, alternating black and white like tiles. A 0→100 counter opens the piece; service cards stagger in on scroll; a full-screen statement mosaic makes the argument. Strictly monochrome, strictly typographic.
A narrow centred column, fine serif type, and room to breathe. A pull-quote from the workshop notes, one real photograph given the space of a gallery print, two plainly-priced plans (dark card, light card, sample figures marked), a dashed-border review carousel, and a mouse trail of amber dots for those who linger. Floating bottom navigation follows you down.
One screen, no scrolling — a poster. A giant wordmark, four corners of microcopy, and a central canvas where your cursor paints organic blobs that erase the foreground type to reveal a hidden layer beneath: text on text. Words rise in sequence on load; corners arrive together. Everything the firm wants you to know, set in small print like a gig poster.
The facts, straight — identical across all five studies
Daily vans across Yorkshire and Lancashire.
Boiler down? Check the basics, then call. Smell gas or suspect carbon monoxide: ventilate, leave, call 0800 111 999 first.
24/7 — (555) 010-2030
Gas Safe registered engineers on every job — a legal requirement for gas work, and we would not have it any other way. Serving Yorkshire since XXXX.
587 Selby Rd, Leeds LS15 8PX · Mon–Fri 09:00–17:00
Xxxxx xxxx xxxxxxxx…
— Customer Name
Xxxxx xxxx xxxxxxxx…
— Customer Name