Selected work

AFAB Dumpster

Disciplines
WEBSITE | BRAND SYSTEM
Status
Independent concept
Accent
Amber#f59e0b
AFAB Dumpster homepage hero, a dumpster rental concept in amber on near-black

The project

AFAB Dumpster

A self-initiated concept developed by Signal Grove to explore how a dumpster rental company could make sizes, pricing and service area readable at a glance. It was not commissioned.

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. It is set loud on near black with amber doing the pointing, because a loud page is easier to use on a phone in a driveway than a tasteful one.

The page

Sizes and pricing where the hero copy would normally go

The AFAB Dumpster home page in a browser window, rental sizes and pricing placed where hero copy would normally sit
The one question

Which container, and what it holds

The AFAB Dumpster sizing section, Dumpster Sizes For Every Project above the six and twelve yard containers with their dimensions and capacities
Who it is for

Nine audiences, each told which container suits them

The AFAB Dumpster audience section, nine cards naming who each container suits, from homeowners and renters to contractors and trade professionals
The quote

A price on the page, not behind a form

The AFAB Dumpster sizing page in a browser window, the fifteen and eighteen yard containers with capacities and transparent quotes, and a phone beside it showing the twelve yard
Design system

Deliberately loud, in a category that is quiet and beige

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 styles
On a phone

Standing in the driveway

Three phone screens from the AFAB Dumpster concept, showing the sizes, the pricing and the service area

Next project

Lakeland Lawn Services

A lawn care concept built around scoped services and one obvious way to ask for a quote.

See the project
The Lakeland Lawn Services concept homepage, composed in a browser frame

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