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◆ 940°CTier 02 · EssentialAdvisory · Professional

Keel Advisory

A restructuring advisory with four services and one uncomfortable line: call us earlier than you want to. The argument is made by a working runway model — move the cost slider and watch the covenant test go from breached to cleared.

Role
Design + build
Type
Professional services
Stack
GSAP · Accessible
Status
Concept build
The idea

In advisory, restraint is the whole pitch.

Illustrative model · what waiting costs you

A restructuring advisor is hired for judgement, and every firm in the category says so in roughly the same paragraph. Saying it proves nothing. The page had to demonstrate it instead, on the one question a board actually walks in with.

That question is how long do we have, so I built the answer rather than describing it. There is a runway chart with a slider under it: move the cost reduction from nothing up to forty-five per cent and the monthly burn, the months remaining, the cash left at the month-nine covenant test and the verdict on that test all recompute together, with a dashed line staying behind to show the path you were on. That is the firm's entire argument — earlier is cheaper — done as arithmetic instead of asserted in a pull quote.

Everything else is quiet so that one thing can be loud. Four mandates in an accordion, each with a duration, an output, and the same one-word answer under led by. Three case notes, anonymised and deliberately short. Three rules, one of which is that about a third of first conversations end with a recommendation to do nothing yet. The only ornament is the identity: a naval architect's lines plan — the drawing of a keel — set in SVG and inked in stroke by stroke as the page loads.

What went into it
Model

One set of constants, four readouts

Opening cash and monthly burn are declared once. The chart path, the runway in months, the cash standing at the covenant test and the breached-or-cleared verdict are all derived from them on every slider move, so there is no second copy of the numbers to fall out of step with the first. The chart is plotted from the model rather than picked out of a chart library, which is what lets the axis, the test line and the line itself stay in one coordinate space.

Evidence

The ghost line is the argument

The unmanaged path stays on the chart as a dashed line while the live one moves away from it. A number that improves tells you nothing on its own — the gap between the two lines is the thing being sold, and leaving the old path visible is what turns a slider into a demonstration.

Identity

A lines plan, not a logo

Keel is named for the part of a hull everything else is built on, so the hero carries a naval architect's lines plan: waterlines, stations and a spine, drawn as SVG. Each stroke has its own length measured at runtime and is drawn in by animating the dash offset, so the diagram is constructed in front of you rather than faded up.

Restraint

Nothing here has a second job

Paper ground, ink text, one navy — and one rust, which appears in exactly two places: the dashed line you are trying to get away from, and the word breached. Sections are numbered 01 through 07 and the four counters run once, on first sight, then stop. Under reduced motion the reveals and the accordion easing go, and the chart draws itself already complete rather than starting empty, because an unrevealed chart with motion disabled is just a missing chart.

Light the kiln

Need a site that reads as credible?

Tell me about the practice. I'll come back with whether it's a Tier 01 or Tier 02 job, a timeline, and a fixed quote.

hello@studiokiln.space
  • Tell meWhat you're building, roughly when you need it, and a link or two you like.
  • You'll hear backWithin 48 hours, from me. There's nobody else here to route it through.
  • You'll getA tier recommendation, a timeline, and a fixed quote. No hourly billing.