This site
A service station with a sense of humour, and a mascot that is half fuel hose.
The name is a fork
Fuel or fooling. Everything had to work as one or the other, and preferably both.
The opening
Fifteen seconds of type that fills like a tank and then skids. It is not a video file: every frame is a function of time, drawn live, so it refits to any window and can be paused, skipped or left out for people who prefer less motion. The counter in the corner is counting the film itself.
One idea per craft
Each discipline does what it names. MOTION arrives with trails, UX is a click at the end of the shortest path, WEB reflows, PRODUCT gets stamped.
What went wrong
The first version was tidy and had no personality. The second got a snake, and the snake only had one eye. A shot of a hose coming to life never came back from the video model, so that section is a still that moves with your scroll.
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