Slate Auto

One heavy condensed grotesque does nearly all the work here, set in caps at billboard scale and carried from the hero headline down to the giant wordmark bleeding off the bottom of the footer. Almost the entire scroll sits in near-black and unpainted grey, the truck’s own factory color, which leaves the hi-vis yellow hero panel and the orange preorder button as the only two things asking to be clicked. Against that, the featured-wraps grid drops in row after row of tiny colored trucks, the one burst of chroma on the page and a neat restatement of the pitch: the vehicle is grey, the owner supplies the color.