21GRAMS

21GRAMS was a newly rebranded healthcare agency looking for an identity that felt exclusive, mysterious, and genuinely consequential. The attitude behind the work was deliberately provocative: healthcare matters more than sneakers, so its agency should not look or behave like another fashion-led creative shop.

The name draws from the story of an experiment that attempted to measure the weight of the human soul. During the agency's early brand research, I connected that idea to sacred geometry and the Platonic solids. The team developed a world divided between Essence and Craft: light and dark, soul and material, ascent and gravity. We used the dodecahedron as a recurring symbol for the soul.

That thinking shaped an ethereal, otherworldly web concept in which navigation was spatial and the transition between pages carried as much meaning as the pages themselves.

An external development team built the agency's original public site. I never felt its implementation fully delivered the concept: transitions were choppy, navigation lacked a complete menu, keyboard movement was absent, and accessibility had not been treated as part of the experience.

In January 2023, I independently rebuilt the site as a personal design-and-engineering study. The remake was never adopted as the agency's public website. It is an archival portfolio artifact that asks what the original concept could feel like with smoother movement, clearer navigation, on-screen directional controls, arrow-key navigation, and more accessible interaction.

The strongest part of the remake is its page-to-page flow. Svelte keyed blocks let each route enter and leave as part of one continuous environment rather than a collection of disconnected pages. The visible arrows and keyboard controls use the same directional model, while a conventional menu gives visitors a direct route when they do not want to explore spatially.

Building it became a focused study in Svelte transitions, keyed blocks, and keyboard interaction. The measure of success was not traffic or conversion—the site was not a public launch—but whether the original Essence-and-Craft idea finally felt fluid in use.

As Director of Experience, I contributed to the original brand research, introduced the connection between the 21GRAMS story and sacred geometry, helped shape the Essence-and-Craft concept, contributed to the color story, and supported the broader brand work.

For the later remake, I designed and built the complete web experience. I cleaned up and animated the Platonic-solid artwork, but another 21GRAMS creative originally drew those forms in Illustrator. The site's copy was also created by the agency team, not by me.