How it works
Literature at portfolio scale is a systems problem.
Carrier publishes literature for 12 Ductless, 5 VRF, and 9 Light Commercial brands — 278 tracked model-lines. That scale is a commercialization opportunity: faster launches, tighter consistency. Here’s the system I built to handle it, and how this site was made from Carrier’s own guidelines.
The literature system
Text in, on-brand PDF out.
The slow part of product literature isn’t the writing — it’s the design, the brand review, and the production. So I separated them. Four inputs feed one renderer; the author only ever touches content, and the brand is guaranteed by construction.
A literature knowledge base
Mapped the full multi-brand portfolio and pulled the public product literature into one organized library, split by audience (consumer vs dealer) and type (launch vs literature).
A PDF → Markdown pipeline
Built tooling that downloads each brochure and spec sheet and extracts it to searchable Markdown, spec tables preserved, so a large library stays queryable instead of locked in PDFs.
Lifecycle research, 26 brands
Flagged which models are current vs superseded, surfacing the R-410A to R-454B refrigerant transition as the real driver of literature churn, plus brand consolidations to watch.
And this site
Carrier’s design system, implemented in code.
I distilled the 88-page Carrier Brand Guidelines into design tokens and built this site on them: the real palette, the Roobert typeface, the rounded frame device, and the 45° single-color gradients. A few specimens:
Color
Type: Roobert
Headline: Roobert Light
Subhead: Roobert Medium
Body: Roobert Regular. The brand voice is the “Visionary Architect”: ask a big question, prove the plan, make it happen. Short, active, human.
Voice principles
- Inspire with vision: lead with the opportunity, disruptive yet deliberate.
- Prove the plan: back claims with proof, pragmatic yet passionate.
- Make it happen: direct, active language with a clear next step.
Built with Astro for fast static delivery; intended for Cloudflare Pages at carrier.toprateddesign.com. Brand specifics are transcribed from public Carrier materials for this proposal.