A website for a keynote that raises a question

Storyanalytica is the expert brand of Dr Ari Hiltunen and the home of his keynote The Catharsis Code™. The starting point was unusual: the website had to raise a question, not answer it. We agreed early on that the site would be the keynote's trailer rather than its summary. The insight happens in the room, not online.

The whole identity is built around one idea: a shaft of light that reveals only part of the picture. In the home page opening, the light widens from a narrow slit across Aristotle's face as the visitor scrolls, and when the story moves from Aristotle to Hollywood, the face breaks into fragments. The same light returns in the book covers, in Ari's portrait and at the end of an archway.

Motion is part of the storytelling, not decoration. The text changes at its own pace so there is time to read it, even if the visitor keeps scrolling. If the visitor has asked their device for less motion, the same content appears calmly, without animation.

A mysterious website is a risk if visitors don't understand what they can book. So clarity was built in three layers. The navigation, the page title and the share preview make it clear straight away that this is a keynote. The first plain statement comes at the point where the lights literally come on. At the end, there is every practical detail, from length and languages to tailoring the talk for the occasion.

Ari's four books in four languages make his expertise visible without a long CV. A photography brief gave every image the same language of light. The photographs and book covers were taken by Mirkku Merimaa / Ihana Elämys.

The keynote's English name and trademarks were still open during the project, so the name was built as a single value that can be changed. When the name or mark changes, it updates everywhere on the site, including page titles and share previews. The site is in Finnish and English, and its structured data tells search engines and AI search who Ari is, which books he has written and that The Catharsis Code™ is a keynote you can book.

Ari updates the content himself, directly on the page. He clicks the text where it appears and saves the change at the bottom of the page. He signs in with a one-time link sent to his email, so no password is needed.

The site can be seen at storyanalytica.com.