Design Brief Streamline Lab / Streamline Industrial Website Platform: Wix Studio Disclaimer: Yes, this brief was assisted by AI — intentionally. We believe it helps articulate the structure and tone we are aiming for better than we might as industrial and laboratory specialists. That said, we are very real people. We welcome a Teams or Zoom call to review direction, align expectations, and refine the project together. Collaboration matters to us. We currently have a Wix site sketched out by our in-house graphic designer. She has done an excellent job establishing our colors, layout direction, and overall brand feel. However, she is not a web designer. In essence, we have the graphic identity and structural concept, but we need an experienced Wix professional to take that rough framework and execute it properly — structurally, technically, and responsively — within the Wix platform. We are looking for someone who can respect and elevate the existing brand direction, not redesign it from scratch. Company Overview Streamline Lab and Streamline Industrial are technical B2B divisions focused on precision weighing systems, laboratory instrumentation, industrial scale systems, and related service and calibration support. We operate primarily in the Pacific Northwest and serve clients throughout the United States. Streamline Lab focuses on precision laboratory balances, analyzers, and supporting instrumentation for biotech, clinical, materials research, and industrial quality control environments. Streamline Industrial focuses on heavy-capacity truck scales, belt scales, rail scales, and industrial weighing systems used in environments such as quarries, mills, transfer stations, and manufacturing facilities. Across both divisions, we combine technical equipment expertise with practical field execution. We are not just product sellers — we are implementers, installers, and long-term service partners. That operational depth should come through clearly in the website experience. Brand Feel & UX Direction Company Positioning Streamline is a technical industrial B2B brand serving laboratory and heavy industrial markets throughout the Pacific Northwest and beyond. Streamline Industrial targets rock quarries, paper mills, steel mills, waste transfer sites, and similar facilities. Within those organizations, we are speaking directly to plant managers, maintenance managers, operations managers, and engineering teams. Streamline Lab serves laboratory environments including biotech companies, hospitals, clinical labs, materials R&D facilities, and industrial quality control labs. Our primary contacts in these environments are lab managers, operations managers, and technical procurement personnel. This is not a lifestyle brand. It is a technical, operational brand. Overall Brand Personality The site should communicate engineering credibility and operational competence. It should feel technical, structured, precise, grounded, and quietly confident. We are practical people serving practical industries. The tone should reflect that. We are not trendy, startup-like, flashy, or overly animated. We are also not polished to the point of feeling sterile or corporate-generic. The site should give visitors immediate confidence that we understand real-world environments and technical equipment. If someone visits the site, the takeaway should be simple: “These people know what they’re doing.” Pacific Northwest Influence As a Pacific Northwest-based company, our tone should subtly reflect clarity, restraint, and structure. The visual language should use clean, cool color tones, depth, and strong layout discipline. The PNW influence should show through calm, controlled presentation and minimal clutter — not through outdoor imagery or rustic themes. This is industrial clarity, not lifestyle branding. Audience Psychology For Streamline Lab, the audience cares about accuracy, repeatability, documentation, validation, technical specifications, and long-term reliability. They care about service support and calibration stability. They are skeptical of vague claims and marketing exaggeration. The lab division must feel technically competent and precise. Information must be structured, accessible, and specific. For Streamline Industrial, the audience cares about reliability, uptime, ruggedness, installation logistics, service availability, and minimizing downtime risk. They want solutions that work in harsh environments. They distrust flashy marketing and corporate buzzwords. The industrial division must feel durable, capable, and operationally experienced. Both divisions require clarity over creativity. Site Structure Concept The homepage uses a split-screen entry model. When visitors arrive, they see a clear division between Streamline Lab and Streamline Industrial. Each side includes its respective logo, a concise descriptor, supporting imagery, and a clear call to action. This split should feel intentional and structured — not gimmicky. Transitions should be minimal and purposeful. The goal is immediate clarity: visitors should understand which division serves them within seconds. After selecting a division, users enter a tailored sub-landing experience specific to that audience. While the two divisions must feel distinct, they should clearly belong to the same parent brand. The structure must support segmentation without fragmentation. Visual Direction The color palette should lean toward industrial blues, charcoals, and steel greys, with controlled use of accent color. Avoid bright startup-style blues, oversaturation, or high-contrast gimmicks. Typography should be clean, confident, and highly legible. Strong header hierarchy is critical. Specification tables must be easy to read. Spacing should be consistent and intentional. The layout should follow a structured grid system with clear section separation and defined content blocks. Clarity is more important than decoration. Motion and Interaction Motion should be subtle and functional. Avoid parallax effects, trendy scroll animations, or decorative movement. Transitions, hover states, and dropdowns should feel engineered and deliberate. The site should feel stable and grounded, not dynamic for the sake of visual flair. Photography Direction Imagery should support technical credibility. For Streamline Lab, photography should show instruments in real lab settings, clean workspaces, controlled environments, and technical close-ups. For Streamline Industrial, imagery should show equipment in the field — steel, concrete, infrastructure, installation environments, and technicians working on real systems. Avoid generic office stock photography, call center imagery, or lifestyle-driven visuals. Messaging Tone The messaging should be direct, structured, and technically grounded. Avoid exaggerated phrases such as “revolutionary,” “cutting-edge solutions,” or “world-class excellence.” Favor specificity over hype. When possible, emphasize capabilities, specifications, service commitments, and operational clarity. We are confident in what we do and do not need marketing theatrics. UX Priorities The site must prioritize easy access to technical specifications, structured product categorization, and clear “Request a Quote” or “Speak with a Technical Specialist” pathways. Navigation should be logical and intuitive, with clean breadcrumbs and thoughtful internal linking. Mobile scaling must be clean and functional. This is a B2B technical site, and clarity, hierarchy, and structural discipline must take precedence over visual experimentation. Success Criteria When a lab manager visits the site, they should think: “These people understand technical instrumentation.” When a plant manager visits the site, they should think: “They know how to execute industrial installs.” When a competitor visits, they should think: “This is a serious operation.” Here is our existing "coming soon page" to give you an idea of the logos: https://www.streamlineco.us/