MezzFit, three directions.

The same idea and the same words, three different designs. Each one is built as a full page and was tested blind, against each other and the earlier version, by a cold buyer (a warehouse owner about to sign a bigger lease) and a cold studio designer. Open each one, scroll it on desktop and on your phone, and pick.

Concept work, not the live website
Built and tested 3 to 4 Nov 2026

Direction B: a construction-drawing section through a warehouse with the empty height hatched in yellow.

B · Section

Test winner

The page is a construction drawing. Scroll, and the fit-out draws itself into the empty height: deck, stairs, power, lights, offices, approvals.

Buyer: 1st: "the only one that shows me what happens inside my own shed"
Designer: 1st: "clearly a mezzanine company's and nobody else's"

Open B

Direction C: MezzFit's real deck with yellow handrails crossing the giant words look up.

C · Behind the Rail

Buyer 2nd · Designer 4th

His real install in layers: "look up." sits behind his own yellow rails. On scroll, the deck drops and the empty height above it grows.

Buyer: 2nd: "this is the product"
Designer: 4th, but "the most arresting first screen of the four"

Open C

Direction A: a warehouse aisle with look up set in the empty air above the racking and a yellow measure.

A · Look Up

Buyer 4th · Designer 2nd

The buyer's own warehouse: "look up." hangs in the empty air, and a scroll film tilts the camera up into that height, ending on a real MezzFit deck.

Buyer: 4th: the hero warehouse isn't MezzFit's work
Designer: 2nd: "the best rhythm"

Open A