Narrowable board for Mike. Not a homepage rebuild. Not cream hygiene. Steal craft from the $20k original and the morning design / motion guide — do not treat a colour lock as the whole page. Door stays start.roofhero.com.au.
Kill 7. Keep 3. Options span film language, graphic systems, illustration vs photo, and UI motion — not ten near-duplicates.
Hard outs: cream flagship revival · apex edits · fake 4.9 / suburb counts / invented prices as style · AI neon spectacle · second primary CTA · Roover on first screen.
Live tokens for reference only: Host Grotesk + Inter · blaze #ff7006 · plantation dark · address-first.
Reply with numbers to keep (e.g. “keep 1, 4, 7”) or one sentence per kill. Then we only move what you name.
01
Aerial Trace
The $20k craft, cleaned. Dark plantation field. Real suburban aerial as the object. One hairline perimeter/ridge trace. One or two designed evidence chips (thumb + label + leader) — no invented pitch/tile counts as live numbers. Address door sits beside the plate, not inside a toy.
Motion / graphics
Still-first. Optional single draw of the dashed ridge (once, ~1.2s). Chips fade in after the line completes. No auto-loop. Pause on interaction. Reduced motion = end still with line already drawn.
Fits / wrong
Fits when RoofHero must feel like a $50k Sydney decision with adult competence — proof of “we read the roof” without a software demo.
Wrong if chips become fake live measurements, HUD chrome, or a second film fighting the address field.
Reference direction
Precision of architectural survey overlays on real aerial photography — not a SaaS dashboard, not a map app.
02
Zoom Ladder
Documentary push from suburb plate to one roof. Address types (or is already filled as a still), then continuous zoom through locked map plates until the roof fills the frame. Ends on aerial + outline — not on RoofViz chrome.
Motion / graphics
~7–10s one-shot: plate ladder → amber/plantation outline draw → hold. Replay only. No colour playground. First readable frame is suburbs + door, not a logo sting.
Fits / wrong
Fits when the brand story is “start with any Australian address” and you need motion that earns the door.
Wrong as an infinite loop, a cinema night-dive, or a land on material swatches as meaning.
Reference direction
Documentary satellite push-ins (news / planning board), not Google Earth theatre.
03
Scan-Dot Draw
The “everywhere” motion language: one live scan-dot walks the perimeter and turns a photograph into a drawing. Ridges and valleys follow. Face tints and dimension pills only if they answer a homeowner question — never developer labels.
Motion / graphics
7–10s one-shot on a real (or labelled example) roof. Dot → line → structure. One-shot, not loop. Line weight hierarchy for hero / card / thumb.
Fits / wrong
Fits as a reusable graphic engine across site, ads, and Start proof — same language, three skins.
Wrong on invented geometry, US copy, neon AI, or hash/lab chrome.
Reference direction
Drafting plotter / CNC path visualisation — a tool drawing, not a HUD.
04
Paper Lift
Aerial intelligence dissolves into a white paper blueprint; plan lines draw; then a quiet 3D lift of the roof object on paper. Product visualiser may appear only as a late proof beat — never the first meaning.
Motion / graphics
Beat spine: aerial → read → blueprint → lift → (optional) calm orbit. Paper, not dark console. Dissolve keeps linework. ~10–13s max if used as proof film behind/after the door.
Fits / wrong
Fits when you want the emotional beat “the roof becomes a job you can hold.”
Wrong as the company open, as Pennhurst lab chrome, or as material-dock colour toys as brand.
Reference direction
Physical model shop: photo → measured drawing → scale model on a sheet — not a game engine trailer.
05
Job Card Evidence
The graphic system is the job file itself. Hero art is a calm, designed “job details” plate: roof size/shape language, material clues, things to check, one question only you can answer. Photography supports the card; the card is the object.
Motion / graphics
Almost no film. Rows resolve in order (160–220ms). Certainty ladder states. Provenance tags. Status is deterministic, not theatrical.
No hero film. The graphic idea is restraint: plantation or deep field, Host display, one blaze control, address field as the only drama. Photography, if any, is a still plate that does not move. Motion is UI only.
Motion / graphics
160–220ms cubic ease. Focus ring = blaze 18% ring. Buttons change fill only — no bounce. Cards: 1px line, no lift theatre. First paint is the page.
Fits / wrong
Fits when trust is damaged by motion theatre, or when Start / ads need absolute calm.
Wrong if “quiet” becomes empty cream hygiene or a stylesheet with no roof object anywhere in the journey.
Reference direction
Private bank / specialist clinic sites — one action, no spectacle.
07
Spec House
Manufacturer / specifier authority. Warm stone grounds, thin rules, flat cards, material and finished-project bands. Technology almost invisible until a single evidence module. Real Australian roofs and materials, documentary light.
Motion / graphics
Minimal. One deliberate reveal per section. Content visible before motion. No loops except a live-state dot. Evidence module may use a single trace still.
Fits / wrong
Fits when RoofHero must feel like established roofing service first, platform second.
Wrong if it becomes a handsome conventional tradie site and hides “job clear before price.”
One 3D roof as a designed object on a void — paper or deep plantation — not a neighbourhood tile in a rounded card. Same roof continues through how-it-works. Swatches/looks are product, optional, after comprehension. Labelled reference, never “your house.”
Motion / graphics
Poster first, then subtle orbit only with Pause. Chosen look persists. No second property. No truck. No lifestyle.
Fits / wrong
Fits proof sections and product demos after the story; strong when craft must feel expensive.
Wrong as a cream full-page hygiene revival, or as “try the roof” colour play as first-screen brand.
Reference direction
Product photography of a single industrial object on seamless — Apple-meets-materials house, not a configurator toy.
09
Editorial Duo (support only)
Premium 2D editorial illustration world for campaign / email / support — Baz & Josh equal specialists, status-flip comedy. Not the product UI. Not the homepage proof. Mix stays roughly 80% product evidence / 15% story / 5% dry humour.
Motion / graphics
Mostly stills. If motion: simple holds, parallax of props, no lip-sync spectacle. Product screens composited from approved captures — never generated readable UI.
Fits / wrong
Fits paid social, explainers, chat guides — human warmth around a serious product.
Wrong as core homepage art direction, superhero/cartoon, or photoreal generated faces.
No continuous film. A locked set of editorial stills that tell address → roof found → outline → job ready. Each still is a designed plate. Transitions are cuts or simple crossfades. Feels like a brand book, not a product trailer.
Motion / graphics
Manual or timed advance (5–7s). Pause on hover/focus. Reduced motion shows the full stack static. Same crop language and grade across the set.
Fits / wrong
Fits when you want absolute control of craft and rights, or when autoplay film keeps failing taste gates.
Wrong if stills are mismatched stocks, or if the sequence invents prices/names.