You face the South, Huitztlampa, land of thorns and flowers. Huitzilopochtli watches over what grows. The scene takes on turquoise tones of Xiuhtecuhtli mosaic.
You enter the noon. Here, what burns leaves a mark.
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."
A song for this direction
Yn quetzalizquixochitl aya
oitzmolinico
mimilihui, cueponih,
in tepilhuan in quauhtli ocelotl
yxquich oncuetlahui ya
quexquich onquiçaquiuh huiya
quexquich onmomanaquiuh in tlalticpac
The precious izquixochitl
has come to green again,
it sprouts, it opens:
these are the princes, the eagle, the jaguar.
Everything withers,
all that comes to appear,
all that comes to be on the earth.