An unsolicited, give-first proposal for Chris Kemp and the Astra team. Enter the access word to read it.
A redesign concept for astra.com. The current site puts the unproven launch vehicle first and buries the propulsion business that is actually shipping, profitable, and flying with a perfect record. One reordering fixes most of it.
Astra today is two businesses. One of them, the Spacecraft Engine, shipped 110+ systems in 2025 with a 100% on-orbit record and real customers: Airbus OneWeb, Planet, Maxar, Astroscale. The other, Rocket 4, is a promising vehicle that has not yet flown.
The current homepage leads with the second one. A first-time visitor, a defense buyer, a satellite operator, all meet "Responsive Mobile Launch" before they ever learn that Astra powers satellites in orbit right now. The strongest, most credible thing you do is placed third.
The clutter is a symptom. The root cause is that every page tries to serve five audiences at once, with equal weight, in no clear order.
The hero leads with the vehicle that hasn't flown; the flight-proven engine business sits below the fold.
Engine buyers, launch customers, defense procurement, recruits, and press all land on the same undifferentiated page and have to self-sort.
A 2016→2024 milestone reel on the homepage reads as a company still proving it belongs, rather than one selling a product.
DoD, Space Force, and DIU are your clearest buyers, yet there is no page speaking their language: mission assurance, domestic manufacturing, contract vehicles.
Nothing here overstates Rocket 4. It stays prominent and honest. The move is simply to let the proven business carry the first impression, which is exactly the reordering you have already applied to the engineering: reliability first, then scale.
Cut the investor scaffolding entirely; it is no longer relevant post-take-private. One CTA per page, matched to that page's single audience. This mirrors how Rocket Lab and Astranis structure a dual launch-and-systems business, without copying their look.
In your own words: no gimmicks. One true statement per page, backed by a number, no marketing adjectives.
Everything above is already implemented as a clickable, responsive front page you can walk through end to end. Same facts as your site today, reordered to lead with proof.
Open the live demo →I am an engineering leader in financial-services AI, and I build small, sharp web concepts for people whose work I admire. I had a strong reaction to the Astra story, the OpenStack-to-orbit through-line, the reliability-first pivot, the propulsion business quietly carrying the company, and I could not stop seeing the site lead with the wrong thing. So I made the version I would want to show a defense buyer.
This is a give-first artifact. There is no invoice behind it and no ask beyond a conversation. If it is useful, take any of it. If a single reordering helps you land one propulsion customer or one defense program, it did its job.