Rolatube

Rolatube is the world’s only volume manufacturer of Bistable Reeled Composite (BRC), a structural material that transforms from a compact, coiled strip into a rigid, load-bearing tube. Their technology is deployed across defence, emergency services, industrial automation, consumer goods and space, providing engineers with lightweight deployable structures that no other product on the market can match.

The challenge was one of perception. Rolatube’s existing website positioned them as a mast manufacturer rather than the technology company they had become. The site didn’t reflect the breadth of their innovation, the range of markets they were operating in, or the scale of opportunity their technology represented. For potential investors, the story wasn’t landing.

Rolatube needed a digital presence that communicated the full scope of their technology across four core pillars: Mast Systems, Consumer Goods, Automation and Special Projects. The site needed to position them as fresh, innovative and disruptive in a way that resonated with investors, engineers and partners globally.

Repositioning through design

The primary goal was to shift perception from mast manufacturer to technology company. We built the site around Rolatube’s four core pillars: Mast Systems, Consumer Goods, Automation and Special Projects. Each pillar was given its own sub-brand logo and dedicated colour, replacing the primary brand identity on relevant pages. This structure immediately communicated the scale and diversity of the business, making the investment proposition far clearer at first glance.

The design language was built to feel unmistakably tech-focused. Animated background graphics create depth and movement as users scroll through the site, while glowing hover effects on interactive elements reinforce the innovative, cutting-edge positioning. Spacious layouts kept content digestible, bold typographic statements set in Futura anchored each section with impact, and scroll-triggered animations revealed content progressively to keep the experience engaging without overwhelming the user.

Custom illustration

With limited photography available across all four pillars, we developed a suite of custom line drawings to show how Rolatube’s technology is used in real-world situations. A hero illustration brought all four pillars together in a single graphic on the homepage, giving visitors an immediate understanding of the technology’s breadth. Individual illustrations were created for each pillar and application area, bridging the gap between abstract composite technology and the tangible, everyday scenarios where it’s deployed – from defence operations and emergency response through to consumer products and automated systems.

Sub-brand system & colour palette

Rolatube’s existing dark blue was retained as the foundation colour, with new secondary colours sourced for each of the four sub-brands. Every colour was tested against AA accessibility standards and checked to work both individually and when sitting side by side across the site. The palette needed to feel cohesive as a system while giving each pillar a distinct identity that reinforced the breadth of the business.

Distributor area & locator

We built a dedicated distributor area with a locator tool, allowing potential partners and buyers to find their nearest Rolatube distributor quickly. The system supports Rolatube’s growing global distribution network, giving international visitors a clear route from browsing the technology to connecting with a local supplier.

The redesigned website repositioned Rolatube as the innovative technology company they are. Investors, engineers and partners now land on a site that immediately communicates the scale of the opportunity. Not just masts, but a disruptive composite technology with applications across defence, automation, consumer goods and beyond.

• Complete repositioning from product manufacturer to technology company, with animated graphics, glowing interactions and a design language built to feel cutting-edge
• Custom line drawings developed to showcase real-world applications across all four business pillars
• Sub-brand system with dedicated colours and logos for Mast Systems, Consumer Goods, Automation and Special Projects, reinforcing the breadth and scale of the business
• Distributor area and locator tool built to support Rolatube’s growing international network