KraMZ corporate website
Website design concept and programming for Krasnoyarsk Metallurgical Plant
Krasnoyarsk Metallurgical Plant is one of the largest producers of aluminum products and innovative solutions for industrial and construction companies.
Problem and Solution
The new website should combine both branding and practical functions:
• Shape the perception of the plant as a large-scale and reliable manufacturer with many years of expertise;
• Shift the focus from selling standard products to providing comprehensive industry-specific solutions;
• increase engagement with consumers, strategic partners, and qualified personnel;
• showcase a wide range of products and services, as well as a personalized approach to client needs;
• provide intuitive access to an extensive product catalog;
The project was implemented as a full-cycle initiative: from analytics and design to development, optimization, and launch of two language versions (RU/EN).
Analytics
The study began with an in-depth examination of the production processes, product lineup, and user interaction scenarios. We conducted an audit of the current website, analyzed behavioral metrics, and performed industry benchmarking. Based on this data, we identified key barriers, the actual needs of the target audiences, and the priority business objectives that the new platform must address.
Structure and UX
These insights form the foundation of the information architecture: the structure systematically presents the product range, application sectors, completed projects, corporate culture, and career opportunities. The primary focus is on the end users: from product type to specifications, industry-specific solutions, and contact with a manager.
Two-level menu
To simplify navigation through the extensive content, a two-level menu has been implemented. Its structure covers both product categories and corporate sections: the plant’s history, sustainability principles, and official documentation.
Product Presentation
The main focus is on showcasing the product range: profiles, bars, tubes, and other products made of aluminum and aluminum alloys. Product presentations include tables with cross-section icons, allowing engineers or buyers to find the desired specifications in just a few clicks. The section’s structure enables users to quickly navigate from product type to specific characteristics.
The comprehensive solutions section features a segmented structure: for example, the «Construction» category is broken down into subcategories with ready-made industry-specific solutions.
Brand Identity and Visual Identity System
The visual language reflects KraMZ’s status as a technology partner with a long history. The concept is based on the geometry of the logo, which incorporates references to the plant’s products. The design is built on contrast: sharp forms are balanced by rounded elements and smooth gradients. This creates a sense of modern industrial aesthetics without excessive rigidity.
To visually present the product range, 3D visualizations of the products (cylindrical ingots, stampings, profiles) were developed and integrated into the catalog. A system of cross-section icons was developed separately. The photographic style emphasizes the scale of production while maintaining a strict yet «breathable» composition.
All elements are unified within a single design system built on the principles of minimalism and functionality: clear typography, a well-thought-out visual hierarchy, and consistent standards for presenting production and product photographs.
Result
The website combines branding and practical functions: it highlights KraMZ’s status as a technologically advanced and reliable partner with many years of expertise, while providing convenient access to the product catalog. The structure and visual presentation convey the company’s key strengths—a wide range of solutions, a high level of expertise, and the ability to tailor solutions to each client’s specific needs.
