The first is a classic glass milk bottle with a crimped foil cap, alone on deep cobalt, lit from behind so the milk glows against the dark, the wordmark printed in navy straight on the glass.
The second is the same bottle tipped into a pour, milk splashing into a ribbed glass on striped linen, apricots in a stone bowl, a croissant on a plate, white blossom at the edge, warm sun across a peach wall.
Halden - Landing Page Concepts
Halden sells to grid operators, and there were two good ways to pitch it: tell them what's coming, or show them everything happening now. Rather than pick one on instinct, I designed the landing page as an A/B test so real traffic decides.
The two pages share one 12-column grid, the same section order, type system and components. Each variant changes only its message, its hero visual and its light color, so any difference in demo requests comes from the pitch and not the layout.
The work was building a system flexible enough to carry two different stories without either one feeling like the backup version.
Forecasting (act before demand spikes) vs metering (see and bill every kilowatt)
I'd pick Forecasting. "From meter reading to early action" tells a grid operator what they get in one line. Did you write both hero lines before designing the visuals?