The room the work is standing in

[FOUNDER COPY — Journal launches with two published pieces (Brand Bible ch. 26) and this one belongs to pillar two, case study craft: the commercial priority.

Outline held here so the piece can be written against it:

• The founding conviction of design practice — the work speaks for itself — and where it holds: in the room, at the site, in person.
• What changes when the work is encountered through a website: the viewer arrives without context, and the case study is the room the work stands in.
• What a strong case study actually documents: the problem, the decision, the system, the result — not a photo gallery with captions.
• One concrete before/after reading of a typical project page, anonymised.
• Close plainly; no pitch. The byline carries the argument.]