SailScan web directions

SailScan home page: three directions

Review mocks for J-Ro. Above the fold plus "how it works", real copy from the creative brief. Not the live site.

A · Regatta instrument

Dark navy, HUD readouts and counting numerals. Reads like a race-boat display: the product is a measurement tool, so the page behaves like one.

Open A

B · Crafted loft

Cream and slate, Bodoni Moda headlines, big photographs, phones tucked into the picture. The page looks like a sailmaker's catalogue.

Open B

C · Lab white

White, one blue accent, three phones centred. Gets to "photo in, numbers out" in one screen.

Open C

What each says to whom

	Enterprise (Doyle, Quantum)	Weekend sailors
A	"Serious instrument, built for performance teams." Fits the Platform and white-label pitch.	Exciting, but can feel like a pro-only tool.
B	"One of us." Speaks sailmaker heritage and craft, and sits easily next to a loft's own brand.	Warm and trustworthy. Slowest to explain what the app does.
C	Clean and credible as software, but generic: nothing says sailing or loft.	Clearest and quickest to understand; easiest to download from.

Enterprise (Doyle, Quantum)

Weekend sailors

"Serious instrument, built for performance teams." Fits the Platform and white-label pitch.

Exciting, but can feel like a pro-only tool.

"One of us." Speaks sailmaker heritage and craft, and sits easily next to a loft's own brand.

Warm and trustworthy. Slowest to explain what the app does.

Clean and credible as software, but generic: nothing says sailing or loft.

Clearest and quickest to understand; easiest to download from.

Where each follows the brief, and where it doesn't

	Follows	Deviates, and why
A	Palette (1b4079, 3c91e6, bfb5af, e00040, black). Oswald for display, Poppins for body. Red on Sign in and CTAs. Stacked word pyramid.	No full-bleed video: a still hero photo with slow drift stands in. The brief's red is e00040, which is crimson, not the "reddish orange" the text asks for; we kept the swatch.
B	Bodoni Moda (the brief's serif pairing) with Poppins body. Brief palette tints; e00040 for Sign in.	Cream background and darker slate (#16263d, #f4efe8) are outside the five swatches, to get the editorial look. Oswald is not used. Photos are the brief's comp images and the existing hero: placeholders, licence unchecked.
C	Blue 3c91e6 from the palette; the three-card copy and H2 block verbatim.	Uses Inter, not the brief's fonts, for the Linear/Stripe feel. One accent only, so no red Sign in or CTA. This is the furthest from the brief.

Follows

Deviates, and why

Palette (1b4079, 3c91e6, bfb5af, e00040, black). Oswald for display, Poppins for body. Red on Sign in and CTAs. Stacked word pyramid.

No full-bleed video: a still hero photo with slow drift stands in. The brief's red is e00040, which is crimson, not the "reddish orange" the text asks for; we kept the swatch.

Bodoni Moda (the brief's serif pairing) with Poppins body. Brief palette tints; e00040 for Sign in.

Cream background and darker slate (#16263d, #f4efe8) are outside the five swatches, to get the editorial look. Oswald is not used. Photos are the brief's comp images and the existing hero: placeholders, licence unchecked.

Blue 3c91e6 from the palette; the three-card copy and H2 block verbatim.

Uses Inter, not the brief's fonts, for the Linear/Stripe feel. One accent only, so no red Sign in or CTA. This is the furthest from the brief.

Common to all three: parallax phone flow, quotes carousel, H3 platform block and Media page are not in these mocks. Phone images are the current app store screenshots. Store badges are plain buttons.

Recommendation: A's structure with B's craft. Start from A, because the brief asks for "kinetic", "fast" and "cutting edge" and the live site already reads dark and technical. Pull in B's Bodoni Moda accent and photo-led sections for the About, Platform and Media pages, which is where Doyle and Quantum will look. Keep C as the model for the app-store landing path, where speed to download matters. If J-Ro wants one direction only, pick A.