AFAB Dumpster homepage hero, a dumpster rental concept in amber on near-black

AFAB Dumpster

WEBSITE | CONCEPT

A concept redesign we produced ourselves, not commissioned work.

Nobody browses for a dumpster. They have a driveway full of demolition and one question with two halves: which size, and what does it cost. Every minute a site spends on anything else is a minute the next company is answering that question instead.

So the concept puts sizes and pricing where the hero copy would normally go, and keeps them visible as the page moves. The rest of it, the service area, the rules about what can go in, the how-it-works, follows behind, because those are the questions people ask second.

It is set in one sans, heavy and large, on near black with amber doing the pointing. That is a deliberately loud choice for a category where most sites are quiet and beige, and the reasoning is that a loud page is easier to use on a phone in a driveway than a tasteful one.

This is a concept redesign we produced ourselves. Nobody commissioned it, and no result is being claimed for it.

AFAB Dumpster brand guide: the lockup on light and dark, the named color palette with hex values, the type scale as it is actually set, and the real button stylesThe AFAB Dumpster homepage concept, with rental sizes and pricing placed where the hero copy would normally sitTwo sections from the AFAB Dumpster page, showing the rental sizes and how the service worksTwo further sections from the AFAB Dumpster page, covering pricing and the service areaThree phone screens showing the AFAB Dumpster concept at three points in its scroll
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