PRAX Academy
Jack Louii needed a site that matched the precision he teaches. PRAX Academy is a barber education platform on Skool — the site needed to feel editorial, cinematic, and intentional. Not a landing page. Not a template. A digital extension of the PRAX philosophy: structure, discipline, craft.
The hero sets the tone
Full-bleed editorial photography with a multi-layer gradient system — dark overlays for text readability on desktop, a compressed bottom fade on mobile to keep the face visible. The headline "Precision is built. Not born." hits immediately. No carousel, no slider, no noise. One image, one message, one CTA. The floating pill nav stays transparent to let the photography breathe.
Words that reveal
A scroll-driven text reveal animates the PRAX philosophy word by word as the visitor scrolls — each word fading from dim to bright as it enters the viewport. This isn't decoration. It forces the visitor to actually read. Below, an editorial photo strip uses cascading fade-in animations with staggered vertical offsets, creating a lookbook feel that signals "this is not a generic education site."
Structure over style
The three-stage curriculum — Foundations, Precision, Creative — is laid out in alternating image-text blocks with oversized ghost numerals (01, 02, 03) anchoring each stage. Topic grids list specific skills so prospects know exactly what they're getting. Stats at the bottom (1,000+ barbers trained, 12+ cities, 30+ tutorials) build credibility without bragging. Every element earns its space.
Results speak louder
Seven student testimonials rendered as oversized pull quotes in display typography — not crammed into tiny cards. Lead testimonials include hard stats ($30 to $50/cut, 200+ clients from one video) that make the transformation tangible. The layout gives each voice room to breathe, with staggered fade-in animations that reward scrolling.
One clear action
The final CTA is a single-focus conversion section — PRAX logo, oversized headline, pill button, and the key details ($149/mo, 30+ tutorials, 3 stages, Community) in quiet mono type below. No distractions, no alternative paths. The entire page funnels here. A centered philosophy quote above ("Precision is not about perfection — it is about intention.") provides the emotional bridge from content to commitment.
What we delivered
- Hand-crafted editorial site — zero templates, zero page builders
- 14 editorial photographs directed and integrated across sections
- 9 student testimonials with scroll-driven reveal animations
- 3-stage curriculum showcase with cascading fade-in effects
- Conversion-focused CTA flow driving Skool enrollment signups
- Dark cinematic aesthetic matching PRAX brand identity
See it live
Explore the full PRAX Academy experience.