Customer works in the market of non-mass services - designing of industrial boilers for factories, enterprises, and sports complexes. Together with the client we chose a strict flat style with no flashy colors, tried to use a minimum of them. Special emphasis in the design is given to the texts, and intentionally: a client came to the conclusion that our target audience would really need to have high-quality and carefully thought out text about the work of the company, its services and equipment it utulizes for their projects. In addition, the design has no calls to action for visitors at all, though it’s confronting modern website design standards. We wanted to get away from the catchy and obsessive appeals in order to avoid the effect of ado about nothing - design has to bear the promise of reliability and seriousness.