The Woods & Co — bicoastal PR
A single-page concept for the beauty-and-wellness PR firm: placements as proof, and every claim written so it survives being checked.
Unsolicited concept. Not affiliated with, or commissioned by, The Woods & Co.
Ten tiles, clicked ten times
The concept began with verification, not opinion. The live site's ten case-study tiles do not open anything — I clicked all ten. The Instagram section renders empty: a heading and 36 pixels of height. Two fully written team bios sit in the page's code, switched off. And the Dolder Grand client mark in circulation has an anniversary badge sitting across the wordmark — so the concept leaves it out of the client wall rather than show it broken.
Promoted, not invented
“A recognized leader in beauty, health and wellness” was already on the firm's site. I did not write a new slogan; I promoted the one they had already written. A PR firm is hired for one thing, so the outlets they place clients in sit in the first screen — nothing has to be scrolled to before a visitor knows what you get. And the wall of thirty-plus client marks moved up to sit right under the numbers, on white, with no color filters — the marks are drawn to sit on white, and anything else fringes them.
Three moments saying one thing became one
Testimonials, industry roundups and Instagram used to be three separate moments saying the same thing. They are now one social-proof section — with the client quotes kept letter-for-letter, including the pause in the middle of one of them, because a quote tidied up is a quote changed.
On mobile, a “Get in touch” button rides the bar the whole way down and the phone number is styled as something you tap — on a phone there is no such thing as hovering to find out.
Inherited, then stepped
The system keeps what the live site already loads — Crimson Text for body, Montserrat for labels — and adds one step of hierarchy: Libre Caslon Text for headlines, at its true regular weight.
Measured on the painted background
Contrast gets measured rather than eyeballed, on the background actually painted: the ink used for section numbers had to darken, and the form fields — white on off-white, effectively invisible — got a defined edge. All 113 blocks of text pass AA at both tested sizes. The layout is checked down to a 320-pixel screen, the menu opens and closes with a keyboard as well as a finger, and the main button sits inside the first screen on a small laptop as well as a large one.