Reading the sidewall
A 3D tire sidewall built in code, lit from the side by one low bay light. As the light sweeps across, the molded size and date code rise out of the rubber, and scrolling rolls the tire around to its date code.
Petrak & Daughter Tire Co.
A family tire shop on Kenmore Boulevard, in five pages.
A concept build. I invented the business and built its site.
Built in code, lit by one bay light.
Signed in paint
The wheel goes on and its five lug nuts are tightened in a star, the way the shop does it. Each one gets a stripe of yellow paint, the mark a mechanic leaves on a nut that’s been torqued.
Three Saturdays
On the family page, “& Daughter” goes up on the 1979 brick sign over three Saturdays in September 2016, in a yellow Walt mixed to match a lug nut Jo had striped.
A tire you can read.
Petrak & Daughter is invented: Stan Petrak built tires in Akron, his son Walt opened two bays on Kenmore Boulevard in 1979, and Walt’s daughter Jo has run the shop since 2016.
A tire shop sells trust in work you can’t see once the car leaves. So the site shows the work up close: the date code on a sidewall, five lug nuts tightened in a star, the price of each job written on a ticket.
Akron built them. We put them on right.
Every headline is set in Big Shoulders, in capitals like shop signage, and the reading text is in Newsreader, with its italic kept for the owner speaking. The colors are the ones already in a tire bay: vulcanized black, talc, crayon yellow and brick red.
Kenmore Boulevard, on a phone.
This is the same homepage on a phone, top to bottom. I lay out the phone version on its own, so nothing is shrunk to fit.
