Home page · direction study
The current home leans mission-control. These four alternatives push the home in four different directions: a product-led live demo, an editorial trust piece, a brutalist declaration, and a 4th that takes the manifesto and re-skins it in the dark mission-control register. Pick one as the direction, or take a section from each.
Each variant is a self-contained file. The current home on datareport.ai is the reference — these are alternatives that push the brand voice in different directions. Open the variants, scroll, then come back here to compare. The 4th variant (mission-manifesto) uses anonymized project names so it can be shared without exposing real clients.
See the in-app direction study →Dark telemetry console. What broke, right now.
Open variantPrint-style weekly. What happened, in long form.
Open variantColor-coded cards. How are my projects doing.
Open variantA high-fidelity fleet preview embedded in the hero. The product IS the home page — the visitor sees exactly what the dashboard looks like before they sign up.
The home is a long-form essay on the agency reporting problem. A magazine-style client report card on the right. Pull quotes, drop caps, byline.
A manifesto home. Oversized serif "STOP MAKING MONTHLY REPORTS" with a literal strike-through. 12 numbered declarations as the structural spine. Monospace body.
The 3rd variant's manifesto skeleton, re-skinned in the dark mission-control register. The same 12 declarations — but each row carries live fleet data (clicks, sync time, monitor status). Anonymized project names so it can be shared.
The home sells the product by showing the product. Best for buyers who are technical, comparison-shopping, and want to see the dashboard before they sign up. The visual register is "shipped software" — Linear, Vercel, Notion.
The home is a long-form essay that earns the click. Best for buyers who are pain-aware (they've been writing monthly PDFs) and want emotional resonance before they sign up. The visual register is "publication" — FT, Monocle, The Economist.
The home is a manifesto. The product is the answer to a question. Best for buyers who resonate with conviction and a strong point of view. The visual register is "manifesto" — Are.na, Yale, mschf.
The manifesto skeleton from variant 3, but in the dark mission-control register of the in-app product. The 12 declarations carry live fleet data on the right. Best for buyers who already trust the product (saw a demo) and need conviction to convert. Anonymized project names — safe to share.
Same data, same product — different section rhythm. Pick the structure that matches the buyer's reading mode.
| Section | 01 · Product-led | 02 · Trust-led | 03 · Manifesto | 04 · Mission-manifesto |
|---|---|---|---|---|
| Hero posture | Embedded fleet preview, real numbers | Editorial byline + bau-master report card | "STOP MAKING MONTHLY REPORTS" declaration | Same declaration, dark skin, pulsing live indicator |
| How the product is shown | Live HTML preview, the dashboard itself | One client's "report card" deliverable | Stark wireframe mock, full-ink borders | Dark embedded dashboard, anonymized project names |
| Body register | Short product copy, system sans | Long-form essay, serif body, drop cap | 12 numbered declarations, mono body | 12 declarations × live fleet data, 4-col rows |
| Pricing presentation | 3 cards, "Agency" featured | Comparison table, 6 rows | 3 columns, ink-filled "Agency" panel | 3 columns, surface-2 "Agency" panel, green CTA |
| Accent color | oklch(58% 0.18 255) — teal-blue | oklch(48% 0.18 28) — deep red | oklch(55% 0.24 25) — bright red | oklch(82% 0.18 165) — mint green |
| Type system | SF Pro Display, system sans | Iowan Old Style, serif | Times New Roman + monospace | Times New Roman + monospace on dark |
| Background | Light neutral, system chrome | Paper white, ink text | Stark white, near-black ink | Dark navy, off-white fg, mint accent |
| Best for | Technical buyers, comparison | Pain-aware buyers, trust | Conviction-driven buyers, brand | Buyers who've seen the demo, need conviction |
Choose one as the canonical home, or pick sections from different variants (e.g. manifesto hero + product-led how-it-works + editorial case studies).
The variants are intentionally opinionated. Rewrite any line — headlines, feature descriptions, case study ledes — to match your real voice.
Swap the placeholder numbers for live data. Add a real integrations strip. Connect the pricing page, the sign-up form, and the changelog.