PFG 1925 

From the home page itself, which had long been saying "since 1925". We took the house at its word. A centenary lends itself to emotion, rarely to a gimmick: the idea held because it rested on a real fact and proved it instead of announcing it.

One page: the centenary page. The 2026 / 1925 switch does not lead anywhere else — it is the same page and the same message, replayed in the language and the habits of the time. Technically it is a layer, not a second build: one switch, a stylesheet and an alternate set of texts.

No, every text was rewritten. The substance stays the same; the way of saying it belongs to its era. That is where the exercise is won or lost: an approximate pastiche is spotted at once, and it discredits the very fact it was meant to serve.

Barely. The patina — grain, vignette, sepia — is laid in CSS rather than in pre-filtered images, so the weight of the page hardly moves. Contrast was checked, keyboard navigation is intact, and the transition respects reduced-motion settings.

By the switch rate and the time spent in 1925, not by compliments. That tells you whether people tried it once out of curiosity or stayed to read. The centenary also gave the Geneva press something concrete — a funeral house marking its hundred years with this kind of editorial care is a subject in itself.

Yes, twice: the PFG website itself, then that of Azur Prévoyance, its funeral-provision subsidiary. The world, the tone and the families the house speaks to were not new to us — on a subject like this, that saves the first weeks otherwise spent learning the client's trade.