PAR systems
Year: 2022
My Role: UX/UI Designer
Team: Modern Climate
Art Director
Website Design
Website Architecture
UX/UI Design
The Situation
PaR Systems, an industrial automation leader, needed a digital presence that matched their innovation and precision. Their legacy website did not reflect the company’s scale, technical expertise, or future-focused capabilities. The platform lacked intuitive UX, modern design sensibility, and practical lead generation tools. It needed a complete overhaul to support both brand elevation and business growth.
The Task
I was challenged to create a robust digital experience that:
Embodied PaR’s identity as a precision-driven, forward-thinking automation provider.
Delivered an intuitive UX for highly technical B2B audiences.
Integrated, scalable, component-based architecture to grow with PaR’s evolving offerings.
Provided tools for conversion, including CRM integration and streamlined user flows.
The Action
UX/UI Excellence:
A dual-homepage design exploration offered both modular reuse and fresh creative directions.
A component-based design system was developed, supporting flexible page templates and intuitive user journeys.
Special attention was given to fluid scrolling, layered information architecture, and rapid discovery for engineering personas.
Brand Elevation Through UI:
The new visual identity integrated teal gradients, bold typography, metallic sheens, and curated industrial photography to communicate scale and sophistication.
Functional Integration:
Salesforce was integrated into the CMS to transform the site into a lead-generation powerhouse.
Basic search and multi-level navigation UX were prioritized for usability and future upgrades
The clean design and impactful imagery effectively showcase their automation and manufacturing solutions.
This user-centric layout offers intuitive navigation, guiding visitors through critical services and industries while emphasizing precision and innovation.
Efficient and strategic multi-site solution
Two websites, one unified strategy
Over the years, PAR acquired several companies, migrating their websites into the PAR site with redirects to retain traffic. While effective, this approach wasn’t suitable for Jered, a global leader in marine systems since World War II, due to its significant brand and SEO equity.
To address this, Modern Climate created a shared site architecture and content module library, allowing modules to be tailored for each brand within the CMS. The sites are connected through utility navigation and strategic contextual linking.
Precision, quality, safety, and efficiency.
The site emphasizes a minimalist design, with straightforward navigation and a focus on its core services—strategy, art direction, and production, particularly in the context of photoshoots.
Results
Integrated with Salesforce
Transforming it into a lead-generating tool with trackable qualified leads through forms and CRM integration.
Scalability and CMS Efficiency
The scalable WordPress system empowered internal teams to manage content without developers, improving publishing speed and editorial efficiency.
Enhanced Technical UX
The new interface, built for technical users, enables intuitive navigation and fast access to solutions—driving deeper engagement and quicker conversions.
Summary of Par.com
Designed with a technical audience in mind, the website features fluid scrolling transitions and intuitive navigation, enabling engineers to pinpoint the exact solutions they need quickly. Integrated Salesforce functionality transforms the site into a powerful lead generation and nurturing tool, while its adaptable design ensures it can scale with PaR's growth. Every detail is crafted to convey precision, expertise, and the boundless potential that PaR Systems' technology unlocks.
