Halde

Brief

Halde is a self-initiated concept for a sustainable furniture studio caught in a common trap: a name, a rough visual style, and a website that could describe almost any furniture business. The exercise: settle the position in writing before touching a single page of the site.

Approach

A short positioning document came first — who the studio is actually for (people renovating one room at a time, not a full house), what makes its process different (visible material sourcing, repairable joinery), and the specific words that say so. The website was then built directly from that document's language, not written freehand alongside it.

Outcome

A site whose homepage headline is a direct sentence from the positioning document, not a paraphrase — the clearest, most checkable proof that the strategy actually shaped what got built, rather than being filed after a single presentation.