You face the South, Huitztlampa, land of thorns and flowers. Huitzilopochtli watches over what grows. The scene takes on turquoise tones of Xiuhtecuhtli mosaic.
KleyFrance
Making a niche industrial site breathe.
Client context
KleyFrance is a French manufacturer of custom lifting solutions · slings, winches, specialized spreader beams · for very specialized sectors: oil, offshore oceanography, military industry. A legacy WordPress site, not responsive, whose graphic charter came down to an aging logo and a gray-blue palette without identity. The brief: rebuild while keeping industrial credibility, without falling into the "heavy metal" cliché that plagues this market.
Art direction approach
Rather than a flashy site, a design that breathes technical seriousness. Product photos on a clean background, sober but modern industrial typography (not thick futura, rather a balanced neo-grotesque), tight palette deep blue + functional orange like a safety marking ribbon. The redesigned logo keeps the founder's "K" spirit but with golden ratio proportions, legible at 16px as at 2m on a trade show.
The editorial challenge
The vocabulary is ultra-specialized. "Balancing spreader beam," "30t hydraulic underwater winch," "DNV/LOLER compliance." The site had to remain accessible to technical buyers (who know) without scaring off more generalist buyers (military, industrialists). Solution: a systematic dual reading · an explicit title in plain French, a precise technical subtitle with the industry vocabulary.
Concrete impact
Loading time divided by 3 (optimized WordPress, WebP images, Cloudflare cache). Mobile-first responsive. Unified quote forms with pre-filled conditions by target sector. Client feedback: incoming first contacts become more qualified · prospects arrive having understood the specialization before contacting.
What I take from it
In a B2B niche market, art direction matters more than one might think. Technical credibility comes through graphic choices consistent with the trade · no unnecessary creative dev effects, but each element must signal "we know what we're talking about."