MezzFit, the combination.

New: D combines C's hero with B's blueprint, as picked after the test. Below it, the three original directions: same idea and 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 D: MezzFit's real deck with look up behind the yellow rails, beside the blueprint drawing building the fit-out.

D · Rail + Blueprint

The pick

Opens on C's hero: his real rails through "look up.", and the camera rises into the empty height. Then B's blueprint takes over and draws the whole fit-out in, while the checklist ticks. The rest of the page is B's system.

Why
C had the strongest first screen, and B explains the job best. Both blind readers' notes, combined.
Open D
Page E: the same MezzFit page in the Editorial register: light type on warm paper, his real deck framed beside look up.

E · Editorial

Split test

The same words, photos and drawing as D, in the quiet Editorial register: a light grotesk set large, warm paper and deep navy, yellow only for the action and the measure. 0.24 MB on first load against D's 1.6 MB.

Why
Tests whether the register changes the result with MezzFit's buyer.
Open E
Direction B: a construction-drawing section through a warehouse with the empty height hatched in yellow.

B · Section

Blind 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