Fjell

Fjell publishes long-form writing about mountains — the people who live on them, the routes across them, the politics of who gets to climb. Their previous site buried 4,000-word essays in a blog grid.

Approach

We designed a reading-first layout: generous measure, a fluid type scale, and photography that breathes between sections instead of competing with the text. The build is fully static and loads in under a second on alpine 3G.

Outcome

Average reading time doubled. The print edition now sells out its run, with the site as its only marketing channel.