A rental starts with something that needs doing.
Tates Rents has something a generic equipment catalog cannot easily reproduce: employee-owners who help people figure out how to get a job done. I created this proposal through BoiseWebCo to explore how that guidance could begin on the website, before a customer knows the name of the machine or calls a branch.
The central decision was to provide two recognizable starting points. Someone who already knows the equipment can browse directly. Someone who knows only the outcome can begin with a project. The planner asks about the work, site conditions, access, and equipment experience, then develops a practical starting point to review with the rental team.
Renting equipment is also a coordination problem. Dates, the preferred branch, pickup or delivery, and the jobsite all affect the next conversation. I brought those details into the same journey and kept a visible summary alongside the questions so the customer can understand what has been decided and what is still missing.
The supporting website gives those decisions somewhere useful to lead. Representative equipment pages explain what to confirm before reserving; the branch directory makes local support visible; and the commercial-account page explains repeat-rental needs such as jobsites, invoices, and rental records. Each page supports a particular customer decision rather than simply adding more navigation.
The visual direction keeps Tates’ established blue-and-yellow identity and company photography while using strong headings, deliberate spacing, and prominent actions. The responsive experience carries the same project-first idea onto a phone, where a customer may be planning from the property or jobsite itself.
This is a proposal prototype, with working frontend interactions and representative content. It does not check live availability, quote a rental, or reserve equipment. A production phase would validate equipment recommendations and branch rules with Tates, confirm supported rental-system integrations, and measure planner completion, reservation starts, handoff errors, and assisted inquiries. Those are intended measures, not results achieved by this concept.
