The answer is printed upside down

Most portfolios open with the work: a hero image, a big result, then a paragraph explaining why it matters. We turned that around. Every case on this site starts with the client’s question, and the answer sits underneath it, printed upside down.

It is a small inconvenience on purpose. A reader who has to turn the card has already spent a moment with the question. They have guessed at an answer of their own. When ours appears, it is measured against theirs, which is a much fairer test than measuring it against nothing.

We borrowed the idea from the answer key at the back of an old puzzle book, printed the wrong way up so you can’t read it by accident. If you would rather skip the game, every answer is also on one page, the right way up. Nobody has to turn anything there.