Vestry

What we built

Vestry is a subscription for the documents, wishes, and final arrangements that keep a family whole — built while you're well, kept until they need it.

The design problem here is tone. Estate and end-of-life products usually pick one of two bad options: clinical and cold, or sentimental to the point of being maudlin. We went somewhere else — a quiet, editorial, almost archival feel. Serif type, warm paper tones, roman numerals, generous space. The site treats the subject as serious and ordinary rather than frightening.

How we built it

• Custom editorial design that reads calm instead of clinical or sentimental
• A concrete sample vault entry in the hero, so the abstract becomes tangible
• The seven vault categories laid out as a plain index, not a feature grid
• Security given its own place in the navigation, where this audience looks
• Waitlist capture as the single action ahead of launch

What changed

Vestry has a site that earns trust before it asks for a subscription — the tone does the persuading, and the sample entry answers "what is this, exactly?" in the first screen.