MurermesterMagnus

The brief

Murermester Magnus is a Copenhagen mason with more than fifteen years in the trade. Most of the good work is stuff a customer never gets to check: the joints in a wall, the layers under a bathroom floor. The old site ran on stock photos, so none of that came across. The new one had to show the craft and get people to call or ask for a quote.

The approach

Their own tagline is Danish masonry with a focus on detail, so I took it literally. The whole page is a brick wall at real size, painted white like the city's old brick houses and standing in low sun behind a street tree, and every block of text is a patch of lime render that gets troweled on when you scroll to it. The cursor is a work lamp that rakes light across the joints, the way a mason checks them. The old site had a page for each service; here each one opens in place with what it covers and how a job runs, and bathrooms and facades keep the old site's stock photos. Further down, a bathroom floor comes apart into its five layers, and three customers say what it was like. The firm can keep it all up to date from a phone: the number, email and address, the five services and their photos, and the customers' words sit in Sanity, a headless CMS, with the editor in Danish. The page reads them when it loads, with no rebuild, and keeps its own copy if Sanity is slow.