Longbow
(View the live site)
Project details
Client
LONGBOW
Year
©
2026
Services
UI/UX & product design
context & challenge
Selling an intangible car meant rethinking how the vehicle itself gets presented. A spec sheet convinces nobody before they've felt anything — so instead of static renders with price and performance numbers up front, each model plays as motion: hover a card and the car animates, the price and a "Reserve" button surface only once you're already engaged, not before. The logic: let the car move first, ask for the deposit second. That ordering matters more here than on an established brand's site, where the badge alone can carry the first few seconds.
Branding had a credibility problem too — no press, no reviews, no track record to borrow from — so the fix wasn't only visual. The same grid of white lines and corner tick marks that runs across the page like alignment marks on a drawing also structures the real product data — reservation tiers, weight, range, price — inside its measured cells, so the site reads like a spec sheet, not a brochure laid over one. Typography follows the same logic smaller: Geist Mono for structure, EB Garamond italic for the emotional lines, echoing "Celeritas Levitas" itself — and a ticker underneath keeps repeating the pitch in words, "driving like it used to feel," filling in for reviews that don't exist yet.
One detail sets the tone before a single piece of content loads: the preloader isn't a spinner, it's a monospace ".LOADING" label — the same engineering voice as the rest of the site, starting before the page does. A second detail runs underneath the hero and every hover card: an automatic brightness layer sits over each car photo and video, keeping white type legible whether the car in frame is silver, black, or shot against blown-out daylight — a system built once, not a fix patched onto each image.
There's no horsepower number anywhere on the site, and no comparison table against Tesla or Rimac — the brand's whole pitch is weight, not power, so competing on raw numbers would have undercut the argument it's actually making. The one spec that does surface, 0-62 in 3.5 seconds, only shows up once you're already inside the reservation flow, tied directly to the weight figure instead of staged as a headline claim. Leaving the numbers game out of the sell was as deliberate as anything that made the page.
