Bulk Lift Products, SOW item 3. Aesthetic: Measured Industrial. Yellow notes are board annotations for MSH and are not part of the design. Base is switched by one attribute on <html> - both variants render from the identical token file.
Authorized dealer
Bulk Lift Products is the authorized source for Cummins, Donaldson, Volvo Penta, Sennebogen, Skyjack, Gradall, MAFI, Konecranes and KAMAG. Specify a machine, or find a part by number and order it on account.
Machine-led, no people. "We want it to have more machine and parts rather than people. That is a for sure key note for leadership." Every image on this board was checked frame by frame - one candidate machine photograph was rejected during the build because an operator was visible in the cab.
Motion one · Parts
Exact part-number matches rank first. Order on account, or add to cart. Bulk entry by part number through Quick Order.
Motion two · Equipment
Capacities, specifications, video and downloadable spec sheets for every class we represent. Equipment inquiries route to inside sales and never enter the cart.
Why the page splits here. Two audiences with opposite urgencies - "usually in a hurry, often with a machine down" versus "a considered purchase with a long sales cycle". The parts route leads with a part-number field; the equipment route leads with the class. Two reserved button roles, enforced by colour: solid brand red is parts and commerce only (Add to cart, Browse parts); solid ink with an arrow is equipment only (Explore equipment, Equipment Request). Red never carries an equipment action and ink-solid never carries a cart action, so an equipment inquiry cannot be mistaken for one (SOW items 12 and 13, ASK-0003).
Equipment
Eight classes, one image each. Category level, never product level - that is what keeps a visual menu possible at this catalog size.
Light base, measured fit. All ten machine-class images are cutouts on a white ground (eight at #FFFFFF, two at #FEFEFE), so on a light field they need no plate and no re-masking. The parts photography that exists is also shot on white - though note that most parts have no photograph at all today, so this argument rests on the machine imagery, which we have measured, rather than on parts imagery, which largely does not yet exist. The hero and the yard photograph are full-bleed photographs, not cutouts, and are framed deliberately on both bases.
Parts
The axis the catalog does not have today. Brand becomes a filter inside these, not the only way in.
Deliberately typographic, not imaged. Category tiles here carry no photography. Measured reason: across a 300-product sample spanning all six brand collections, the product images resolve to about 50 distinct files once Shopify hash suffixes are stripped, and content-hashing eight Cummins products returned three identical 2-4KB files - they are OEM brand logos, not part photographs. An imaged parts grid would render as the same logo repeated. Categories carry weight through type and hierarchy instead. Counts are deliberately omitted - see the rationale note on catalog totals.
Authorized for
Nine parts brands, plus Liftace and E-VER on the equipment side.
Four of the eleven have no logo asset anywhere on the current site - Gradall, MAFI, Liftace and E-VER. They render as typographic brand plates sized to sit at the same optical weight as the real marks beside them - measured on the render, the type reaches 28.5px of inked cap-height against 33-34px for the marks that are height-limited, a 1.09x gap overall (Konecranes is the outlier at 17px because its wordmark is width-limited, not scaled down) - and the wall flows rather than sitting on a fixed 6-up grid, so eleven plates leave no hole. This is a template requirement, not a placeholder to swap later.
Answers
Structural, not decorative. "I love that it is scannable, but there has to be an element on our pages of the big 5 for SEO and AEO which could be a lot of text as well." A scannable top of page, with the long-form zone underneath on every brand, equipment and category template. Note: the SOW carries no editorial or blog line item, so this zone is designed and left empty - a labelled recommendation, not sold work.
