Redesigned website made an invisible product standout.

FlatWire, maker of a flat, “invisible” wire for home decor and home electronics applications, needed a gender-neutral website that engaged both home decor and home electronics customers.

Soloflight chose to focus on the simplicity of the product. They wanted it to seem approachable and doable for those unfamiliar with electronics, while still seeming technical and practical to those who care about electronic innovations. The newly designed website appealed to both groups through a balanced use of photography, illustration, typography and color. Lifestyle photography, bold colors and handwritten type spoke to the DIY audience. Technical illustrations, icons, graphics and a dominant sans-serif typeface were used to connect with the more technology-minded audience.