Amplio: Brand system, motion and Webflow website

Amplio handles surplus asset disposition for industrial operators. It appraises idle inventory, capital equipment and whole facilities, moves them, and resells them, so the space comes back and the value does not sit on a shelf. We design and build Amplio in Webflow, from the brand system through to the pages and the motion that explains the service.

Surplus builds up quietly. Spare parts outlive the machines they were bought for, a line is retooled and its equipment stops earning, a site closes and everything in it becomes somebody's second job. None of that shows up as a crisis, so it waits.

The existing options make waiting look reasonable. Liquidators take the easy lots and leave the rest, brokers work in months, and compliance and reporting arrive late if they arrive at all. So the website has a persuasion problem before it has a product problem. It has to make a slow, invisible cost feel worth acting on this quarter.

Visitors arrive with a size of problem rather than a service in mind. The site sorts itself that way: excess inventory for the plant clearing out what it no longer runs, capital equipment for a planned exit, and full facility for a site being wound down.

Each route carries the same structure, so a visitor who picks the wrong one still recognises where they are and can move across without starting again. Buyers get their own entrance. They are not being sold a disposition service, they are being offered access to the lots, so that side of the site argues for the quality of the list and the reliability of the logistics instead.

The system takes its geometry from the things Amplio moves. The symbol sits on a sixty degree isometric grid, and so do the spot illustrations and the background shapes, which are named for what they are drawn from: a hex bolt, stacked layers, gear teeth. Nothing is decorative for its own sake.

Control Uptight sets the headlines, narrow enough to run long value statements at display size without crowding. Pairings are fixed in advance against AA contrast, so the palette can stretch from pale blue to rust red without anyone having to check a page at a time.

The Progressive Steel Shader gives the system a surface. It is a brushed metal treatment used as a background layer, and it is the one place the brand is allowed to be purely material.

The navigation is drawn twice, once for light sections and once for navy, with the dropdown, the collapsed mobile bar and the open mobile sheet specified in both. A page can change ground without the furniture changing shape.

Share cards follow the same rule. One line carries across four treatments, so a link posted anywhere still reads as Amplio before anyone clicks it.

The hardest thing to explain is that disposition is a process someone else runs. The product animations take it in order: a spreadsheet goes in, the inventory is appraised and prepared, and each item comes out with a route attached.

The third step is the one that matters. An idle valve is not simply for sale. It can be sold, redeployed into another part of the business, or disposed of properly, and the animation shows all three opening off the same item rather than presenting resale as the only answer.

The work is ongoing rather than delivered once. New use cases, new buyer material and new product explanations arrive as the business finds out which of them people actually read.

Website design

Brand system: symbol, illustrations, shapes, shader

Product animations

Webflow development

Ongoing design and development