Northline
An architecture practice's portfolio site, rebuilt as long-form editorial rather than a project grid — because the firm's actual differentiator is the writing behind each build, not the renders.
- Client
- Self-initiated — an architecture practice concept
- Role
- Solo — design and build
- Duration
- One week (Week 51), full-time evenings
The brief
The reference concept treated every project as a thumbnail in a grid. Architecture practices this size compete on narrative and process documentation more than on any single render, so the brief shifted the format toward one long-scroll editorial page per project, with the grid demoted to an index.
The build
- 01
Prioritized typographic rhythm over imagery density — large type, generous line length, and a restrained image cadence so the writing carries the page.
- 02
Built the project-index grid as a lightweight teaser layer, deep-linking into the long-form page rather than trying to convey the whole story in a card.
- 03
Kept motion to scroll-triggered reveals only — no parallax, no scroll-jacking — because the practice's own brand voice is unhurried and precise, not showy.
What didn’t work
An early pass tried a horizontal-scroll project index to feel more 'architectural.' It tested badly — visitors on mobile couldn't find the affordance and bounced before reaching any content. Reverted to a standard vertical grid; the editorial depth lives on the detail page, not the navigation.
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- Northline — architecture practice site