First screen
A manifesto instead of a sales pitch.
“Every decision, explained. Every result, earned.” states the doctor’s philosophy in eight words. Beside it, a tooth made of scattered points hints at 3D printing without a single stock photo.
- Headline
- Playfair Display, 74px
- Body
- Inter Light, 18px
- Visual
- Particle tooth, no stock
Navigation
Four words of navigation.
Home, About Dr Ahmed, Courses, Blogs. The header is sticky but nearly transparent, so it never competes with the reading. Fewer choices for an editorial site means more reading.
- Links
- 4
- Behaviour
- Sticky, 94% opaque
- Height
- 75px
Typography
Typography does the branding.
There is almost no imagery, so the type carries the identity: a classical serif for headlines with a warm brown accent line, and Inter Light for reading. Paragraphs are held to 546px, about 59 characters, the comfortable reading width.
- Headlines
- Playfair Display
- Body
- Inter Light, 18px, 1.6
- Reading width
- ≈ 59 characters
- Page frame
- 1180px, every section
Color
Paper, ink and one warm brown.
The palette is a printed journal: parchment and cream surfaces, near-black ink for text and actions, and a warm brown that marks the second half of each headline. No bright colors, because the subject is judgment, not promotion.
Parchment49%Cream19%Sand11%Linen20%
- Surfaces
- Paper tones only
- Ink
- Text and buttons
- Accent
- Warm brown, headlines only
Page structure
Reasoning first, credentials later.
The page argues before it introduces: the detail that changes a plan, what technology can and can’t do, how to learn the reasoning, and only then the twenty years of cases. Trust is earned by thinking out loud.
- Sections
- 8
Calls to action
Square, inked buttons that match the voice.
The actions are sharp-cornered ink rectangles with small uppercase labels, like a printed index. Explore the case thinking and Enquire about a consultation each lead somewhere specific.
- Primary
- Explore the case thinking
- Size
- 267 × 53px
- Corners
- Square
Mobile
The manifesto still fits on one screen.
The headline drops to 42px and both actions stack full width at 55px tall, so the whole philosophy and both ways forward are visible without scrolling.
- Headline
- 42px
- Actions
- 350 × 55px, stacked
- Menu target
- 42 × 42px