**A. The aesthetic.** A quiet Swiss-editorial "sunrise" page: sage ground, ruled horizon, one coral sun, a light grotesk with lots of air, and a mid-page flip to a solid coral block carrying a single claim.

**B. The bar.** A top studio would make the sun the whole story. One coral disc is born in the hero, stays on screen as a fixed object, and travels: it sits on the horizon, drops behind the practice text, then swells until it is the page for one sentence, then contracts into the logo dial that has been quietly filling all along. Sections are few and each does one thing: a claim, a split (founders and partners as two literal halves the visitor drags between), the six services as a single list where hovering a row changes the sun's position or reveals one sentence, one false-colour object at full bleed, a one-line process, one duotone portrait, the close. Type is two sizes and one weight change, with the ruled lines used as an actual grid the copy sits on, not a decoration. Motion is only the disc and the rules drawing. Nothing bobs. Nothing fades up. No timeline, no accordion, no black footer. At 390 wide the disc still does the work and the rules become the lined paper the copy sits on.

**C. Ranking.**
1. ref-5 Sunrise. The model for this world, and it wins on restraint: a ruled band, one disc, one paragraph, nothing else.
2. ref-1 Polyteia. A real poster system with grain, a colour logic that flips per panel, and type that owns the space.
3. ref-3 Hogrene. A tight, complete identity where lime and lilac are used with discipline across every surface.
4. This site. Real ideas at the top (entrance, coral takeover, the dial in the logo) dragged down by a templated back half and two visible defects.
5. ref-2 Meridian. Crafted but overloaded; gradients, condensed serif, and cut-out photos all shouting at once.
6. ref-4 Optiva. A consulting template with the stock team photo the brief explicitly forbids.

**D. Gaps.**

Structure and sequence. The page runs hero, 01 Practice, 02 Two rooms, 03 coral claim, 04 Work, 05 ladder plate, 06 Engagement timeline, 07 Erin, 08 Questions, 09 Close, then a black footer. Eleven stops on a page for people who arrive half sold.
- **Length.** The page is 12,500px tall at 1440. Sections 01, 02, 04 and 07 each end with 300 to 500px of empty sage. Cut section padding by 40% and drop one of 06 or 08.
- **The sun is two objects.** The hero disc and the claim disc never connect. The claim disc appears from nowhere at the top of section 03. Make one disc, fixed, that scales through the page.
- **The takeover holds on nothing.** The claim spans 300vh but the copy is only visible for about a sixth of it. At scroll 4800 the screen is a flat coral rectangle with no content, and the exit is a hard horizontal cut to sage. Shorten to 200vh, hold the copy until the exit, and exit by shrinking the disc into the logo dial or into the ladder.
- **Nav tint over coral.** During the takeover the sticky nav keeps its paper tint, producing a muddy salmon band across the top. Make the nav transparent or fully coral while inverted.
- **07 Erin is unresolved.** No portrait is used although the brief allows one and the CSS for a multiply-blend duotone exists. The fallback lined block with a coral circle reads as a broken image.
- **07 attribution is a black box.** The blockquote's attribution inherits the global footer background and renders as a solid black rectangle with invisible text, on desktop and phone. This is the most visible defect on the page.
- **05 ladder.** Right idea, wrong scale. The ladder occupies a tenth of a big grey frame. Bleed it full width, or set it as the ground behind the 04 list.
- **09 Close and footer.** The ring echo is good. The three-column black footer is the only black surface on a page whose world is "black text," not black blocks. Make it sage or coral with two lines.
- **Nav numbering** skips 03 and 05. Honest, but it reads as a mistake to anyone not counting sections.

Interactivity. What responds: nav links draw an underline and go coral when active, the CTA pill fills coral, the work rows draw a coral rule and slide the title, the rooms toggle swaps with a stagger, the accordion plus turns coral, and the logo dial fills as you scroll.
- **Logo dial.** The best interaction on the page and it is 16px wide. Nobody will see it. Give it a home in the hero at 60px and let it be the thing that becomes the claim.
- **Work rows.** All six link to the contact anchor. A hover that only slides text is decoration. Reveal one concrete artefact per row, or move the sun.
- **Two rooms.** A small pill switch under a huge heading. The section's name promises two rooms; show two halves side by side the visitor slides between.
- **Hero.** Nothing responds. The sun should at least track the pointer or react to the rooms toggle.

Motion. The entrance is the strongest moment: rules scale down, horizon draws, sun rises, ring pops, headline lines rise in stagger. It means sunrise, and it is choreographed. After that every section uses the same reveal: ghost numeral slides in from the left, content fades up. The engagement dots filling in sequence mean nothing. The bobbing scroll dot means nothing. Keep the entrance and the disc; delete the rest.

Type, colour, imagery, spacing.
- **Type.** Hanken Grotesk at 200 and 300 is on brief and the hero break "You didn't plan / to manage / anyone." is good. The page has one register only: h1, h2, body. Body at 45% ink on sage is under contrast in the work descriptions and the room copy. The coral-highlighted phrases in section 01 are lifted wholesale from ref-5.
- **Colour.** Palette faithful. Two breaks: the salmon nav band during the takeover, and the black footer.
- **Imagery.** One good false-colour ladder, too small. No portrait. The lined-paper fallback is not imagery.
- **Spacing.** The asymmetric two-column in 01, where the right column starts mid-height, is the best layout decision on the page. Everything below 03 is a centred or left-aligned stack with the same rhythm.

Phone. The hero, the rules, the sun and the takeover all survive at 390 and the sticky nav gains a coral progress rule. The menu sheet with big numbered links is the right move. Problems: the coral circle in the sheet reads as a floating button and is not one; the lined placeholder block takes a full screen in 07; the black attribution box is still there; dead space stacks up faster on a phone.

**E. Overdone and templated.**
- Small-caps numbered eyebrows with a short rule, "01 — THE PRACTICE". The 2025 AI-editorial default. Penalised.
- Giant outlined ghost numerals behind headings. Seen on every Awwwards clone. Penalised.
- The "Scroll" cue with a bobbing dot. Penalised.
- Four dots on a line as a process timeline. Penalised.
- FAQ accordion with plus circles. Penalised.
- Three-column dark footer with an "Elsewhere" column. Penalised.
- "Fig. 05 —" caption convention and coral-highlighted phrases, both borrowed rather than designed.
- Copy voice of stacked aphorisms: "No discovery theatre." "Structure is a kindness." "That is not scarcity marketing." Placeholder, but the pattern of clever one-liners as headings is itself a tell.

**F. Commitment and score.** The page commits hard where it counts: the palette is exact, the geometry is only lines and circles, the entrance is a sunrise, and the coral takeover is a real full-screen moment as the brief asked. The named rule break, the numeral bleeding off the left edge, is timid; the takeover is the real break and it works. Half-measures: no portrait, a black footer, a timeline and an accordion carried over from a default kit, a nav that goes salmon over coral, and a black box where a name should be. The back half of the page is a different, safer designer than the top half.

Design score: concept strong, sequence loose, type competent but single-voiced, colour faithful with two leaks, imagery direction right but underdelivered, motion meaningful at the top and rote below.

RANK: 4
SCORE: 6.5/10