Case File 003 · Latest work
BLNDFLD.
The job of the site
“Sell a worldview before a product: make women who arrive on their own time feel seen — and get them into the right frames in one scroll.”
Three decisions
What we chose · and why- 01Decision
Attitude as the interface
Headlines that pick a fight — “We don’t do pretty. We don’t do quiet.” — instead of polite hero copy. The brand’s voice does the selling; the nav just stays out of the way.
- 02Decision
Kill the guesswork
A face-shape stylist instead of a 40-frame grid: upload a selfie, the AI reads shape, angles and attitude, and hands back four frames on your own face. No clamping, no degree in optics.
- 03Decision
Scarcity, kept honest
Numbered drops, a fixed run of frames, and “no restocks” said plainly — with a waitlist instead of countdown-timer pressure. The scarcity is real, so the site doesn’t have to shout.
One constraint
Only a handful of frames existed at launch — one fixed run of acetates and no restocks — so the site had to sell conviction first and product second.
The gallery
Four files from the site
Live site
blndfld.com