Case /05 · 2026
Kiwi
A week that moves like a cypher. One page, three classes, no excuses between a dancer and the register button.
Given
Three classes, two studios, and a sign-up nobody could find.
Kevin teaches hip hop three nights a week across two Zürich studios. He never had a website: students had to locate the right form on the right studio's site. Many gave up before they started.
- /aThe page has exactly one job: make registering obvious. One tap per class.
- /bNo photo material, no shoot budget, and a launch window of days, not months.
- /cIt must carry the energy of a cypher.
Proof
The wordmark is the window. The hero shows KIWI as a mask: video lives only inside the letters, the W drawn in signal orange. Scrolling zooms through the stem of the I until the image takes the whole room. Browsers give up on font glyphs at this zoom depth, so the letter outlines are embedded in the SVG as raw paths: exact geometry, pixel-true endpoint.
/02
The week is one horizontal strip.
DIE WOCHE is a pinned, scroll-scrubbed run where the three classes hit one after another like beats, each with its own oversized register button. Any class is reachable in two interactions from anywhere on the page. The boldness budget was spent here; the rest of the page stays quiet.
The week, scrubbed horizontally. Register is never more than a glance away.
/03
How the imagery was made without a shoot
The entire visual world lives inside one fixed system: ink black, concrete, a single signal orange. The key directing decision: the dancer is always filmed from behind. It gives the brand mystique and keeps the eye on the movement. Energy flows as a light trace through the silhouette.
Phones skip the video entirely: a portrait still, outpainted from the same frame.
Q.E.D.
- /01From zero to live in under a week, with no existing site to start from.
- /02One HTML file, no build pipeline. A timetable change is a text edit.
- /03Every class reachable in two interactions from any point on the page.
- /04Full fallbacks: reduced motion, no JavaScript, video on desktop only.