Plumbline
A product site for quoting software used by roofers, plumbers and HVAC crews. The buyers spend their day on job sites, so the site is built from their world instead of from dashboard screenshots.
- Art direction, product design, front-end build
- HTML, CSS, JavaScript, GSAP and ScrollTrigger, Lenis
- Instrument Sans
- 2026
Plumbline turns a site walk into a priced estimate: photos, a spoken scope and the contractor's own price book. Most software in this category is sold with feature grids and stock photos of people at laptops, to people who do not work at laptops.
I designed the site as an editorial piece. Golden-hour photography of real work, a quiet sans at large sizes, and motion that walks through the three steps of the product one at a time.
The same site at phone width. Each layout is composed for the small screen rather than scaled down.
Photography over interface
Job sites, a truck cab, a water heater mid-swap. The product appears inside a phone in someone's hand. Contractors recognise their day before they read a word, which does more than any feature grid could.
Editorial, not template
Bracketed section labels, one large restrained typeface, and almost no colour apart from a single orange signal. It reads like a well-made trade publication, which is a register this audience already trusts.
Motion that explains
Scroll pins the walk, price and sign sequence so each step owns the screen, built with GSAP timelines and Lenis smoothing. Motion is used only where it carries the order of events.
Cavora
A private medical record you actually carry: medications, vitals, results and paperwork, handed to a doctor with a QR code that expires when the visit ends.
