The Sage
The archetype that came out of the workshop with management: the company people learn from, not the one that competes on price.
UX/UI · WEB DESIGN · PRODUCT TEMPLATE · 2025
One clear way in to 23 cryogenic machines
A new website and brand elements for Dohmeyer, a maker of cryogenic freezing equipment with roots in Ghent and production in Mielec — built around four industries and the know-how behind every machine.
01 WHY A NEW WEBSITE
A strong engineering company with a website that undersold it
Dohmeyer’s freezers run around the clock in food and pharma plants, but the old WordPress site did not show it — in the client’s own words it was “not interesting”, “not updated” and “old-fashioned”. With 23 machines and four industries, buyers could not find their way to the right equipment.
Know-how is the product
Technology, applications and FAQ become real pages, not an afterthought.
Show results, not specs
Machines are presented through the product a customer makes and the result they get.
Four industries, four questions
Food, pharma, recycling and industrial buyers each need their own way in.
24/7 service, visible
The strongest promise had to be on every page.
02 ANALYSIS AND CHALLENGES
23 machines, four industries, three ways to search
Before the layout we mapped who comes to the site and what they look for. The hardest part was not the look — it was letting very different buyers reach the right machine in a few clicks.
Three ways to search
Some buyers start from their industry, some from a machine they already know, some from a question. The structure had to support all three.
Filters that remove
A chosen sector, product and application leave only matching machines. The client wanted the others greyed out — the filter cannot do that, so we show recommended equipment and keep an “All equipment” page.
Uneven content
Some machines had full leaflets, others only a name and a photo. One product template had to work for both.
Global, and easy to update
English and Polish, offices in Belgium, the USA, Poland and the Middle East — and content the marketing team can update in Webflow.
HOW THE INDUSTRY FILTER WORKS
Sector
Food & Beverage · CryoBio & Pharma · Environment & Recycling · Industrial Technologies
Product
Shrimps, ice cream, ready meals, meat — as photos a technologist recognises
Application
Freezing, crust freezing, coating, hardening
Equipment
Recommended machines, plus a link to the full range
Until a sector is chosen, the home page shows the full equipment grid — so nobody has to filter just to see what Dohmeyer makes.
03 INFORMATION ARCHITECTURE
Every route leads to the right machine.
The structure follows how clients search: by industry, by machine or by question. Each path ends on a product page with a clear next step — contact, download or support.
Industry selector
The same four sectors open the site and filter the equipment.
Language and search
English and Polish, with a search in the menu.
Footer with all offices
Belgium, USA, Poland, the Middle East and the 24/7 line.
04 FEEDBACK AND ITERATIONS
The client’s notes, and what we did with them.
“Show all products before the search.”
WHAT CHANGED
The home shows the full equipment grid until a sector is chosen, plus an “All equipment” page.
“Grey out machines that don’t fit.”
WHAT CHANGED
Not possible with the filter — non-matching items leave the list — so recommended equipment is shown instead.
“Pictures instead of icons for markets.”
WHAT CHANGED
Industries and products use real photos; pictograms stay for machine features.
“Other languages, with a globe.”
WHAT CHANGED
English and Polish switch in the header.
“CEO, mission and vision on the site.”
WHAT CHANGED
About us opens with the managing director, mission, vision and values.
“Stress 24/7 support.”
WHAT CHANGED
A 24/7 technical line in the footer and on the contact page.
“Add a search.”
WHAT CHANGED
A search sits in the menu, next to the language switch.
“Better footer and legal notes.”
WHAT CHANGED
The footer lists every office and the 24/7 line; company data moved under Legal notice.
05 THE LIVE SITE IN MOTION
Selected interactions
The product template in use and a quick tour through the main pages on mobile.
06 FINAL DESIGN
Four industries, one clear way into the product range.
EXAMPLE SCREEN · HOME
Open live website
07 STATUS
Live since May 2025.
The new site went live on dohmeyer.com in May 2025, built in Webflow by the studio, in English and Polish. Content and SEO work continued after launch together with Dohmeyer’s marketing team.
- UX: structure, wireframes, user flows
- UI design — desktop and mobile
- Industry selector and product filters
- Product page template
- Pictograms and industry icons
- Product leaflets
- Content coordination with the client
- Figma design for desktop and mobile
- Template for 23 product pages
- Pictogram and icon set
- Leaflet layouts
- Webflow site the team can edit