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AOBPEnabling expertise for a safer future.

A phone on a perforated steel plate showing the AOBP homepage: “We combine expertise and innovation for a safer future.”

At a glance

Design thinking
Strength without the need to shout. Restraint is what keeps a defence association credible with ministries and partners.
Problem
The website was outdated, and defence imagery easily turns militaristic. AOBP needed to read as a reliable, innovative partner instead.
Approach
We started with the structure by renaming the industry categories, then built one module library for the website and the app.
Outcome
The redesigned website is live, and the member app follows the same visual language.
Role
Lucie as design and project lead, working with Daniel Ždych and the AOBP team.
What we designed
  • Visual identity
  • Website design
  • Design system
  • UX/UI design
Platforms
  • Website
  • Member app
  • Marketing assets
The AOBP website hero: “We combine expertise and innovation for a safer future” beside a jet flying over a misty forest.

The structure

Clear categories, so every member finds its place.

The industry categories are the backbone of the site. Their old names lacked clarity and missed both the range of sectors AOBP represents and its international scope.

We proposed a complete restructuring and renaming, and the new categories fed into AOBP’s SEO and marketing strategy.

The AOBP membership section: a member portfolio headline, a factory photograph and eight industry categories.

One visual language for the website and the member app.

A shared palette and module library serve both, so every page and screen follows the same rules.

AOBP colour palette: a large Blue Metallic gradient beside swatches of Sky Blue, Shipyard, Metallic Grey and Mā Blue.
ColourDeep metallic blues, with sky blue as the accent.
AOBP website modules: events, member categories, the homepage hero, an EU defence fund feature, vision and mission.
ModulesThe same modules are reused across pages, so new content never needs a new layout.

The tone

Strength, without the need to shout.

AOBP connects companies in a sensitive sector, and often in sensitive geopolitical moments. Restraint is what keeps it credible with ministries and international partners.

So the brand speaks with authority and unity, and deliberately avoids an aggressive or militaristic tone.

The photography follows the same restraint.

A dark blue marketing module with the AOBP logo and the Czech headline “Spojujeme expertízu v pozemní technice”.
“We connect expertise in ground equipment”, in Czech.
An armoured vehicle in a pine forest clearing, framed by a soft curved shape on a dark blue ground.
Member equipment in open landscape, framed by the brand’s curve.

News and member services sit at the top, because that is what people come for.

Everything below is assembled from the module library, so AOBP can add content without a redesign.

The AOBP homepage in English: a jet hero, key figures on member companies and the member portfolio, layered over other pages.
A monitor on a dark ribbed plinth showing an AOBP page about opening foreign markets to Czech companies, with key figures.
Opening foreign markets to Czech companies, told in figures.

The app members work in now matches the site.

The app is where members actually spend their time, so we redesigned it too. Events, news and the calendar now use the site’s own components, and no longer look like a different organisation.

Three phones on a ledge showing the AOBP member app: a home screen with events, a conference page and an event calendar.

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