Greer
Safety-critical industrial UX for Greer, a Dover company — the global leader in Load Moment Indicator technology. We redesigned the operator interface, photographed the hardware, and built the illustration system behind two flagship products used on mobile cranes and heavy winch rigs around the world.
Rufnek
The Rufnek is Tulsa Winch's heavy-duty planetary winch — the kind of machinery that hauls oil field equipment, military vehicles, and downed utility poles. The product line carries decades of trust and a brand personality that sits somewhere between industrial Americana and pure muscle. Our assignment: modernize the operator-facing experience around Intelliguard™, the onboard monitoring system that tracks winch health, brake performance, and load conditions — without losing the rugged identity the Rufnek name has earned.
We designed the display unit, the UI for the Intelliguard system, and the product photography that carries the line across sales collateral and technical literature. The result: a matte-black control module that looks like it belongs on a service rig, backed by an interface that makes a genuinely complex piece of hydraulic equipment — three planetary gear sets, a spring-applied multi-disc oil brake, cam clutch load holding — legible to the operator and the technician servicing it.
The product photography was shot to let the hardware speak for itself. Clean, technical, confident. The kind of images that do the work on a trade show booth and a wholesale spec sheet without having to try.
Greer LMI
Greer's competitive claim is simple and real: the fastest calibration in the market, and the most intuitive operator interface. Calibration time measured in hours, not days. Training time cut down to what it should be. We built the UX to live up to that promise.
The TS7 touchscreen display — along with its sister products Element II and Insight — puts every critical variable on one screen: current load, max load, boom length, radius, angle, reeving configuration, work area definition, and live alarms. We designed the screen architecture around what an operator actually needs to see in the moment of a lift, not around what the sensors happen to output. Critical warnings surface visually and audibly without noise. Calibration, configuration, and diagnostic flows were rebuilt to get new operators productive in a single shift rather than a week.
The product had to work as a 7" in-dash display, a 4" secondary panel, and a touchscreen with gloves on — all drawing from the same design system. Imperial and metric. Multiple languages. IP67 rated for the kind of weather crane operators don't get to opt out of.
Interfaces for jobs where mistakes cost lives.
When a mobile crane operator lifts a load on a live job site, the display in front of them is the difference between a safe pick and a catastrophic one. Load weight, boom angle, reach, anti-two-block, operating radius, work area limits — every variable has to read cleanly at a glance, in sunlight, through gloves, in weather. This is the environment Greer has designed for since the 1980s, and it's where TWG — a Dover company and the parent of Greer and Tulsa Winch — came to us for help.
