Foamline

One product, two buyers. A driver washing a car in the driveway wants to know which jug to buy and how to use it. A car wash owner wants the cost of a single wash and how often to restock. A generic product page answers neither of them well.

Nine pages. The home page opens with a giant headline where the foam video plays only inside the letters, then splits into separate paths for home use and for car washes. A size picker shows the volume, weight, number of washes and price of each of the three jugs. The car wash page works out the cost of one wash in a table and explains how to switch from another product without downtime. Four practical guides cover cost per wash, streaks, foam equipment and what really scratches paint, each with a table of contents that stays beside the text as you read. On phones the dilution tables turn into cards where every figure keeps its label, so "1:80" never shows up as a bare number.

The working prototype of all nine pages was ready by 5 August 2026 and then went online for the product owner to click through. Its figures came from the product's marketplace listing, and the prototype never invented what it did not know: 42 red notes marked every figure and detail that had to come from the owner, from contacts to company details.

For this portfolio we turned it into a fictional brand in Texas, translated all nine pages including the four guides in full, switched to gallons and dollars, filled the red notes with demo data, redrew the canister label and cropped the foam clip.

Each buyer lands on a page written for them: a driver sees a jug and a how-to, a car wash sees what one wash costs.