01The problem, plainly
Two years.
Forty-six
enquiries.
No website.
You commissioned one before.
You rejected it —
it never captured what you actually do.
02What every other ID studio does
For a studio with range,
it ends up looking like
no identity at all.
03The rule
One sentence
Not a style
Not a visual direction
A rule
Every project enters as an object.
It only becomes a room
if you go looking.
04Why this rule is already yours
_ALD_-_Fun_Chair_.pdf
We didn't invent it.
We found it hiding in your own work.
We simply gave it a name.
Building #002
Building #007
Building #009
Building #010
Building #011
Furniture #002
05What the rule decides — the landing page
No hero.
No slogan.
Just objects.
Pick one.
Enter a project.
05What the rule decides — the project index
Every project becomes one object.
A catalogue instead of a gallery.
01
02
03
04
05
06
07
08
09
05What the rule decides — the project map
Range stops being
the thing you
apologise for.
Quiet
Loud
Home
Commercial
06What the rule forbids
No interior photo hero.
No carousel.
No room-grid index.
No autoplay showreel.
No "we create awesome design."
You already rejected these.
The rule made it official.
07The escape hatch
The room is never more than two clicks from any object.
The object is the door.
The room is the proof.
If someone can't find a finished home within ten seconds,
we've failed.
Click the object
Clicks: 0
Chapter Two — Framework
"Every project enters
as an object."
So — what is the object?
Not a photo. Not a crop.
A commission.
Framework — The object
The object
is drawn.
One illustrator, art directed by us.
One symbolic artefact per project —
the thing that holds its story.
01Style ref
Style ref02
03
04
05
06
07
08
09
10
11
12
13
14
15
Fifteen artefacts, to be drawn. The illustrated object is the fixed entry — always.
08What this means for build
One object,
one entry.
ObjectThe illustrated artefact is the main. Always. Around fifteen at launch.
SoundAttaches only to object interactions — hover, pick up, drop. Never ambient.
EntryEvery project, past and future, enters the site the same way: one object, one entry.
09Chapter Three — The art direction spec
#000000
#3F2619
#006EA8
#86AEDD
#6B8D80
#FFEC85
#97A3A2
Muted tones from your own palette — the browns, the slate blues, the ash.
Black and white doing the heavy lifting, exactly as your brand guideline already says.
No gradients. No vibrant poster colour.
Slanted edges and irregular shapes — your brand elements, used as containers, not decoration.
10Motion
Stepped,
not smooth.
Smooth
60 fps — rejected
Stepped
10 fps — ours
The frame-by-frame motion you liked is a 2D animation technique. 10 FPS.
It matches the hand-sketched Chairman, the isometric line work, the analog objects.
11The Chairman
You don't meet him immediately.
He lives among them.
Standing in the isometrics.
Seated beside a cutout.
Watching the project finish, the way you wrote him.
Made inside your drawing pipeline — not as a separate illustration layer.
That's why he'll feel resident, not decorative.
Two or three short films of him, planted through the site.
You never look for them. They appear.
Like everything else,
he's discovered.
12Typography
Light 300Afterlife
Regular 400Afterlife
Medium 500Afterlife
The website doesn't invent a new identity.
It commits to the one you already built.
Every project enters as an object.
It only becomes a room
if you go looking.
AAppendix — Design system
Colour tokens
ink
paper
ash
brown
blue
sky
sage
butter
stone
Type scale — Aktiv Grotesk Ex only
Display · Md 500Enters as an object
Heading · Md 500Catalogue not gallery
Lede · Lt 300It only becomes a room if you go looking.
Body · Rg 400Every project enters the site the same way.
Label · Md 500Website direction 1.0
Spacing tokens
s1 · 8
s2 · 16
s3 · 24
s4 · 40
s5 · 64
s6 · 96
Containers
Brand elements as containers, not decoration.
Motion spec
All movement runs on steps(5–10) at 500ms — a 10 fps flipbook, never eased butter. Sound binds to object interaction only.