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.
D · Rail + Blueprint
The pickOpens 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.
B · Section
Blind test winnerThe 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"
C · Behind the Rail
Buyer 2nd · Designer 4thHis 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"
A · Look Up
Buyer 4th · Designer 2ndThe 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"