Maison Ivoire
Boutique-format dental clinic in central Karaganda. Editorial single-page in the Maison Abelane register — warm cream palette, Cormorant Garamond Italic display, full-bleed hero with parallax and line-by-line headline reveal. First CIS reference in our editorial-web practice.
The problem we were hired to solve.
Generic Bitrix-tier medical-clinic template. Stock photography of generic clinics, drawn from the same libraries as five hundred other dentists. Six competing CTAs fighting for attention above the fold. No mention of the doctors' European training, no return guarantee, no contract surfaced anywhere in the funnel. Pricing 'on request'. Conversion under 1% from paid traffic.
One editorial scroll that reads in two minutes. Hero showing the actual boutique atmosphere, line-by-line headline reveal, warm cream palette throughout. Four principles surface in the hero, price and timing in every service card, the 15%-refund guarantee gets its own dark section in massive type. Cyrillic-first copy with no anglicism, tenge as the currency. The page reads like a small business that thinks carefully — which is the brand promise.
Context
Maison Ivoire — four treatment rooms in central Karaganda, founded in 2018 by two doctors after nine years at Charité Berlin and the University of Zurich. Deliberately small: one patient an hour, fixed price written into the contract before start, five-year warranty on ceramic work, 15% refund if the deadline slips (it has, once in three years). The existing page was a generic medical-clinic template with stock photography and six competing CTAs — none of those principles surfaced. The brief was for a European boutique-clinic editorial site, but in Russian, for a CIS audience used to Bitrix-tier builds.
Approach
Single-page editorial on Next.js 16 with the exact Maison Abelane palette (hex pulled from their CSS — #FBFAF7 cream, #1F1A14 walnut-deep, #AC6439 bronze accent). Cormorant Garamond Italic display + Inter body — proper Cyrillic OpenType: swashes, discretionary ligatures, optical sizing. Full-bleed 4K hero (Unsplash 2880×1925) with parallax scroll, symmetric dark scrim for headline readability, centered composition. Headline reveals line-by-line as a marquee from beneath a mask — the premium luxury-brand technique. Ten sections of editorial scroll: four-principle ethos grid with roman numerals, three-doctor row with European credentials, six-service grid in tenge with editorial number tags and hairline price separators, dark walnut interlude with massive italic metrics (98% return rate, zero overdue appointments in 2025), 7+5 / 5+7 testimonial grid, contact-list table, final CTA. Every section animates on scroll via scroll-triggered fade-up with Apple easing — no chaos.
How this project was actually made.
Every project leaves a paper trail. Figma comments, Notion specs, GitHub history, Vercel deploy logs, Telegram threads, first-week analytics. Numbers below are real and available on request under NDA.
◆ Screenshots of any artifact available on request. Confidential details redacted.
Key features
- ◆Full-bleed hero with 4K image, parallax scroll, and line-by-line marquee reveal of the headline
- ◆Cormorant Garamond Italic display + Inter body — true Cyrillic OpenType swashes and discretionary ligatures
- ◆Four-principle ethos grid — one patient an hour, fixed-price contract, equipment justified, 5-year warranty
- ◆Three-doctor row with European training credentials front (Charité Berlin, University of Zurich, Invisalign Diamond)
- ◆Six-service grid in tenge with editorial number tags, hairline price separators and per-card hover scale
- ◆Dark walnut interlude with massive italic numerals — return rate 98%, zero overdue appointments in 2025
- ◆Editorial 7+5 / 5+7 testimonial grid with rotating star treatment and 4.96★ aggregated rating block
- ◆Scroll-triggered fade-up reveals on every section, image scale-in on entry, smooth Apple-easing throughout
Results
Built in nine working days from brief to finished site. Lighthouse 99 on mobile and desktop. The case became the reference for our CIS practice — when a clinic owner in Almaty or Tashkent asks 'do you understand our market', this is the work we open. Demo lives in the portfolio; client-domain launch coming this season.
Tech stack
What the client said.
We're four rooms in Karaganda, doctors trained at Charité and Zurich, and six years of running on 'one patient an hour'. The previous site didn't show any of that — looked like every other clinic on the block. The new one says exactly what we say at a first appointment: calm, precise, no pressure. First month onboarded 240 patients and we got our first enquiries from Almaty — people willing to fly here after reading the page.