Joinery firm

The problem

A buyer decides whether these two people are any good in about six seconds, on a phone, usually standing in the room they want built. None of the other three concepts have that problem — a golf club and an accountant aren't judged on whether the work looks handmade, a joiner is. The site had to read as physical before it read as anything else.

What I did

• The one build across all four concepts where type itself moves: the headline's width axis compresses as you scroll, the way timber compresses under a plane. Everywhere else on the site is still — the motion budget went on this one thing.
• The 01/02/03 numbering on the three services came off. Wardrobes, staircases and kitchens aren't a sequence, and numbering them implied an order that never existed.
• A before/after wipe for the one wardrobe job with both photographs, with a toggle button alongside the scroll-scrub — not everyone can or wants to scroll to compare two images.
• The quote form asks for a photo and a rough measurement, the two things needed to price a job, matching what "send us the room" already promised rather than routing everyone to a phone call.

What it proves

The same standards as paid work: a performance budget it has to come in under, WCAG 2.2 AA as a floor rather than a finish, and no page that takes six seconds on a phone. Nobody briefed this and nobody signed it off, which is the honest limit of what a concept can show you.