The problem
Large agencies lead with famous client work. A young studio cannot, and should not pretend to. The site needed to prove judgement without inventing a portfolio.
The decisions
- 01
Own one word.
Every benchmark owns a single idea. Minimark's was already in its wordmark: the orange full stop. The position became 'Complexity, to the point.'
- 02
A grid that collapses into the logo.
A field of lines represents every option a product team faces. Scrolling pulls it into one throat that ends in the orange dot.
- 03
Studies instead of a Work page.
Each study carries a label for what kind of work it is. Client cases are added only when they are cleared to publish.