Direction A · Flight line

The bet: aviation is a business people are passionate about, and nothing in the current product acknowledges that. A real aircraft photograph does more for credibility in one second than a paragraph of copy.

The floating chips do quiet work — they show, before sign-in, that this product answers how does my fleet compare. That's the feature customers value most and the one they currently have to go hunting for.

Image note: this is the most engineering-forward shot in the set — low angle, gear down, engines and belly visible. It reads as an aircraft being operated rather than an aircraft being advertised, which is the right register. Two alternates are in assets/: alt-hero-final-approach.jpg (737 on short final, more literal) and alt-hero-contrail.jpg (near-abstract, huge negative space). Rename any of them to hero.jpg to swap.

Direction B · Standard

The bet: restraint reads as authority. This is the most elevated of the three and the least like the current product — big type, deep whitespace, colour used once. It behaves like a company that doesn't need to persuade you.

The headline does double duty — benchmark is both the claim to category leadership and the name of the feature customers actually want. The three figures underneath carry the proof, and all three are operational facts rather than market-share claims.

One to raise with Anindya: the strongest version of this headline is the market-share one — the fluid in more than half the world's commercial aircraft. It's a far better hook, and it's true. I've kept it out of the default because a claim like that on a customer-facing page usually wants marketing or legal sign-off first. Worth asking whether it's already approved language.

Image note: the strip is deliberately calm — a wing over cloud, fading up into white. alt-strip-goldenhour.jpg is the dramatic alternative, but drama fights this direction's whole argument.

Direction C · Instrument

The bet: closest to the sage.eastman.com model Anindya pointed at, so it's the safest to get approved — a white sign-in card on a branded field with the product visible beside it.

The product panel is built rather than photographed, which lets it double as a preview of where the benchmarking work is heading: position in a distribution rather than two numbers side by side, and — the part Jason asked for — the sample count stated on the chart itself.

No photography. That's the point of having it in the set — if the room decides imagery is a risk or a licensing headache, this direction still stands on its own.

Notes on the assets

Photography licensing. These are Unsplash images, which are free for commercial use and fine for comps and internal review. Before production, worth a conversation about whether Eastman wants owned or properly licensed photography — a global brand page usually does.

Identifiable liveries. Several images in the set show a readable airline livery or registration. On a B2B page that can imply a customer relationship that may not exist. The images used here were chosen partly because the aircraft are hard to attribute — worth keeping that constraint if the shots change.

Type. These are set in real Sofia Pro. One note for whoever builds this: Adobe's family name is sofia-pro, lowercase and hyphenated, and the face ships 700 and 900 but no 800 — a heading left at 800 silently renders as 900 Black. Headings here are set at 700.