This is a working review. Open each version, scroll through, and tell us which direction feels most like Dutton Brown — or what needs to change. Your input shapes what ships on duttonbrown.com/trade.
Click any card to open the full mockup. Each page is a standalone prototype — no logins, no forms. Just design and copy.
The simplest version: every approved trade account gets 20% off. No paid tiers, no upgrades. This is what most competitor programs look like (Visual Comfort, Urban Electric, Arteriors). Lowest friction to ship, least distinctive.
Introduces the Power Designer paid tier. Free tier at 15%, paid at 20% with priority production, concierge service, unlimited samples, physical kit, founding-member promo ($149 for first 50). More ambitious model. Visual styling was a first pass — cinematic but not yet Dutton Brown.
V2's content and structure, now sitting on db-brand tokens: #4A4A4A primary (not pure black), #F7F5F2 surface, 4px radius, Poppins 300 headlines, sentence-case verb-first buttons, tagline footer, and the signature 14-powder-coat color strip before the footer. This is the version that looks and sounds most like Dutton Brown.
Once these are answered, we can commit to a direction and start the Shopify build. Nothing here is a blocker to reviewing the mockups — it's what comes after.
Flat is safer and faster to Phase 1. Tiered is more ambitious and potentially more valuable long-term. Big decision — this shapes the whole build.
V3 aligns to db-brand tokens and the live site look. V2 is more editorial/cinematic. V3 is the production-ready design direction if we keep the tiered model.
Chase to confirm: check acceptance, 50% deposit for custom work, Net 30 gating rules. Needed before Phase 1 launch regardless of model.
Currently built with Chase as rep. Hannah as marketing voice on nurture. Confirm or swap.
Existing free-sample workflow for trade. Need an SOP pointer to plug into the portal + Power concierge "unlimited samples" perk.