Axal
Axal is a YC-backed hardware partner that designs, sources, and assembles custom PCBs — one team owning a process most companies split across four vendors. We rebuilt their site as an unsolicited concept, to show what that story looks like told clearly.
Context
This was an unsolicited public redesign — a strategic critique of how a technically strong company can be perceived more clearly. We worked only from public information: their current site, YC profile, launch video, and publicly available content. The goal was to show that repositioning happens through clarity and narrative, not decoration.
Results
This wasn't a live engagement, so there's no traffic or conversion data to report. What the redesign is built to do: make Axal's actual differentiator, one team owning the entire process instead of five vendors, legible in the first scroll, and replace generic engineering visuals with the company's own launch footage so the page feels like a real company instead of a placeholder.