Five directions.
All five now open with the same hero: the question, alone on screen, with the same slow word-by-word reveal over a video ground. Same copy, same palette, same body face throughout. What changes is the display serif and how each one argues below the hero.
Revision 4, 14 October. Shared hero across all five, lifted above center and set in title case with an italic Purpose. Imagery duotoned to the brand and grained; the hero video and every photograph are captioned placeholders until real client footage and photography arrive. Every text node on a solid ground passes measured contrast; text over video or photography is a scrim judgment, not a number a checker can grant.
Instrument Serif
Held back on purpose, and almost entirely typographic. Minimal ornament, images used only as punctuation, type carrying the whole argument.
02Fraunces
Reads like a letter rather than an agency site. One generous column, photographs used as plates in a book.
03Libre Caslon Display
Evidence first, for the owner who has been sold to before. Documentary imagery, numbers and client names early.
04Newsreader
Shows the work itself. Drawn strategy documents, funnel blueprints and offer maps, so discernment is an output rather than an adjective.
05Newsreader
Leans into what the name means. Atmosphere, the forge, embers that swirl. The furthest out of the five, deliberately.