Praxis Dr. med. Christian Frey

This practice's entire claim to trust rests on one thing — a named surgeon who personally handles every step — and that thing lived in third-party directories but nowhere on its own website, which had not a single page about any doctor. Around it, the defects of a template: light-green text on white that couldn't be read, no reading typeface ever chosen, and a headline that was, literally, a picture of a sentence.

The building itself already tells the story: a white corridor, one green wall, and an alpine panorama hung at eye height — an ophthalmology practice that put distance on a wall. None of that came through on the site. The work wasn't to modernise a website, but to let the practice look, on screen, like what it already is in the room.

The practice's green and its display type (Anton) were kept, but disciplined: green became ground and mark, never body text; and the reading voice that had never existed was introduced. The design law was simple — «the site is the building»: white ground, air, the green plane used as a wall, the alpine panorama as the only full-bleed image, numerals as wayfinding, and every page answering what happens, how long it takes, and what to do next.

Where a fact wasn't confirmed, it was left marked and unclaimed; and the practice came to introduce itself by what actually sets it apart: «Drei Termine. Ein Arzt» — three appointments, one doctor.

A website where the surgeon and his team are named, where the real photographs of the practice are shown uncropped, and where whatever isn't yet verified is deliberately left unclaimed. It's a study: it exists as a private review build, nothing launched, no results to show.