How I built this
I treated the role as a systems problem.
Carrier publishes literature for 12 Ductless, 5 VRF, and 9 Light Commercial brands. That’s a volume-and-consistency challenge. Here’s the system I built to understand it — and how this site was made from Carrier’s own guidelines.
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/spec sheet and extracts it to searchable Markdown — preserving the spec tables — 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Flagged which models are current vs superseded — surfacing the R-410A → R-454B refrigerant transition as the real driver of literature churn, plus brand consolidations to watch.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 demonstration.