Elegant, modern, simple: three refinements of the hero

Not eight more variations of one label. These are three complete heroes built to one brief, each a different reading of the same three words, drawn on the centred layout now in home-B-v1.html.

Four changes are shared by all three, and they matter more than the eyebrow question did. Space: the band grows from 104px to 128px of padding, because air is the cheapest elegance available and a hero with no picture can spend it freely. Tracking: the page sets +.005em on headings, which is correct at 34px and wrong at 56px, where Montserrat needs to close up rather than open out. Every headline here runs negative tracking, and that single change is what most separates a modern setting from a 2015 one. One button, not two: a gold block and a NIGHT block at equal weight make the visitor choose before they have read anything, and neither wins; the assessment becomes a text link, which is quieter, not lesser. Less copy: A and C drop the supporting line, which restates the subhead one line later.

Cutting a line of copy is a proposal to AISV, who own the words, not a decision taken here. The one brand question in the set is called out on option C.

No option carries an image. The three states are the firm's own, from the footer.

ASilentNothing sits above the headline. The page opens directly on the sentence, which is the most confident thing a hero can do and the simplest: one fewer element, no label explaining what is about to be said. The three states move to the bottom as a quiet trust line, where they reassure instead of announce. H1 at 60px with -.015em tracking, one gold button, the assessment as a text link.
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BMeasuredThe conservative refinement: the label stays, but as plain sentence case in grey rather than tracked-out small caps, so it says what the firm does instead of announcing a category. Everything else is the same discipline, and the supporting line is kept but demoted to 15px. Pick this one if removing the label entirely feels like too much distance from what has already been shown internally.
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CLighterThe same structure as A with one change that carries most of the "elegant" weight on its own: the headline drops from Bold 700 to SemiBold 600 and grows to 64px with -.022em tracking. Large type does not need the density that reads as authority at small sizes, and letting it breathe is what separates elegant from merely big. This is a brand deviation and should be decided rather than absorbed: the guide sets H1 at Bold.
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If you want one: A. It is the only one where nothing is doing a job that another element already does, and simple is mostly a subtraction problem. C is A with a typographic argument attached, so take C if the lighter headline is worth opening the brand-weight question; take B if the label has to stay.