Fire Cloak Canada

The Brief

Consolidated Dealers had just signed as the exclusive Canadian distributor for Fire Cloak, a UK-manufactured EV fire blanket that’s among the first in the world to achieve DIN SPEC 91489 certification. The product is genuinely important — EV battery fires burn at over 1600°C, can’t be suppressed with water alone, and are becoming more common as EV adoption accelerates.

But the Canadian market didn’t know Fire Cloak existed yet. Consolidated needed a dedicated product page that could do the heavy lifting: explain what the product is, prove its credentials, show the lineup, and get interested buyers to request a quote. All on a single, scrollable page that feels as premium as the product itself.

Built on Cutting-Edge Tech

This isn’t a WordPress page with a dark theme. The Fire Cloak site is built on Astro for blazing static performance, with Three.js powering 3D visual elements, GSAP driving scroll-triggered animations and counter sequences, and Pixi.js rendering particle effects that evoke smoke and heat. The tech stack was chosen deliberately — every framework earns its weight in the final experience.

Dark Theme, Serious Product

We went dark. The subject matter is fire safety — smoke, heat, emergency response. A dark palette with amber and teal accents felt right. It gives the product imagery room to breathe, makes the certification badges pop, and sets a tone that says this isn’t a novelty item.

The Fire Cloak brand already had strong assets: the flame logo, product photography, certification marks. We built around those rather than competing with them.

Animated Fast-Facts

The opening section hits visitors with four animated counters — temperature resistance (1600°C), fire resistance testing (90 minutes), water typically required for traditional suppression (40,000L), and deployment time (under 60 seconds). These numbers do more persuading than paragraphs could. The counters animate on scroll, giving the page energy without feeling gimmicky.

Certifications That Matter

For a safety product, certifications aren’t decoration — they’re the whole credibility story. We built a dedicated section showcasing all six international certifications (DIN SPEC 91489, BS 476, FMVSS 302, ASTM D6413, NFPA 701, ISO EN 13501-1) with expandable detail panels. The DIN SPEC certification gets special treatment as a world-first achievement, with a full breakdown of what the ratings mean in plain language.

Product Lineup

The product section presents four blanket sizes (4×3m, 8×6m, 12×9m, and made-to-measure) plus storage accessories. Each product gets a card with specs, fire rating, and ideal use cases. The layout makes it easy to compare options without overwhelming the visitor. Photography is consistent across all cards, reinforcing the product family.

Deployment Guide

We broke the deployment process into four clear, numbered steps with icons and descriptions. This section serves two purposes: it shows how simple the product is to use, and it communicates that Fire Cloak has thought through the real-world emergency scenario. The “Call 911” callout at the top anchors the whole sequence in reality.

Industry Targeting

Rather than writing for a generic audience, we built sections that speak directly to the key buyer segments: fire departments, automotive dealerships, charging stations, parking garages, ferry operators, and towing companies. Each gets a card explaining why Fire Cloak matters to them specifically, with dedicated CTAs for department and dealership pricing.

News & Press

A news section pulls in coverage from Collision Repair Magazine, Fire Cloak USA, and Consolidated Dealers’ own announcements. This builds social proof and shows the product has momentum. Each article card links out to the full piece.

Converting Interest

The page funnels everything toward a quote request form at the bottom. Fields are kept to essentials — name, organization, email, province, area of interest. No friction, no account creation. The form sits against the same dark backdrop with a clear “Submit Request” action. Every section above it builds the case; this section closes it.

Responsive Down to Mobile

The entire page is fully responsive. Product cards stack cleanly, the certification section reorganizes for smaller screens, and the deployment steps remain legible on phone. Performance stays tight with optimized AVIF images and minimal JavaScript.