Yajvin Tandon — selected work

Case Study · 26 Feb – 9 Sep 2026

The 2026 Rebuild

How a twenty-five-year installer-maintainer with a zero-incident record was given a design system, a quotation engine, a crawlable website, a content layer and an operations dashboard — in 195 days.

The campaign, as shipped

One film · 10 plates

When a Lift Fails, Everyone Answers.The film · Section 106 · 20s · sound

A twenty-second vertical film. It opens on the Supreme Court judgment of 29 July 2026 — that a lift is a common carrier, and that manufacturer, maintenance agency and premises owner are jointly and severally liable — and closes on the 47-Point Safety and Compliance Audit beneath the 25 years, zero incidents record.

Red campaign poster. The word PHOTOSHOOT is struck through and replaced with INSTALLATION, over a black-and-white photograph of a Span technician working inside a landing door still wrapped in protective film.
This Is Our InstallationBuilt by Engineers · the thesis
BUILT BY ENGINEERS on a red ground, the word ENGINEERS half-set in Devanagari, over a yellow site helmet carrying the Span roundel. NOT MARKETERS beneath, and a taped note reading no stylist was involved.
Built by Engineers, Not MarketersBuilt by Engineers · red cut
The same manifesto on a pale gridded ground. The helmet is turned to show SPAN ELEVATORS PVT. LTD. printed across it, scuffed from use, and the note beside it reads the scuffs are real.
Built by Engineers, Not MarketersBuilt by Engineers · white cut
White poster listing three completed quarterly services at 47 of 47 checks each, with the next visit scheduled.
Trust Isn't Installed. It's Serviced.Maintenance
White poster with a line drawing of a traction sheave and rope, above a note that a fault caught early is a spare part and one ignored is a shutdown.
Elevators Whisper. We Listen.Early detection
White poster diagramming a single call button branching to ropes, brakes, motor and controller.
One Button. Everything Answers.The hidden 98%
White poster comparing a scheduled Tuesday 11:00 service nobody notices against an unscheduled 2:00 failure everybody notices.
Your Calendar. Or the Elevator's.Prevention
White poster setting 25 years against 0 incidents in red, bracketed in navy, over the line that boring is engineered.
The Best Ride Is the One You Forget.The record
Poster naming four commitments — documented processes, experienced technicians, faster response, lifecycle partnership — above a deep blue duotone of a passenger stepping out of a cabin.
Choose Proof. Choose Span.The standard
Poster over a blue duotone of an elderly passenger's hands on a handrail, listing every visit recorded, every defect escalated, every record yours.
Safety Isn't a Promise. It's Proof.Documentation

Span’s own sites, crews and equipment, rendered from the campaign’s own sources. Shown as 1400px derivations; the three Built by Engineers cuts are published at their native 1080px rather than upscaled to match their neighbours.

195
Days
9
Workstreams
40+
Deliverables
510
AMC sites, one system
What was builtFive systems · what this page can show
The design system17 Jun

Jost and Inter, extracted from the fonts already working in print. No bold weight anywhere. Red drawn as line, never fill.

On this pageThe creatives above and the record below are set in it.
The quotation engine9–17 Apr · 9 Sep

A quotation template with a fixed logo standard, finished into a standard that issued eleven quotations in one working session.

WithheldThe issued documents carry client names and site addresses.
The crawlable website16–17 Jun

Rebuilt on server-rendered Next.js and verified with JavaScript off, as a bot — every major AI crawler let in.

On this pageCaptured below with JavaScript disabled.
The content layer31 Aug

The IS 17900 keystone guide, every clause checked against nine BIS source documents, three drafting errors caught before print.

Published by SpanNot reproduced on this page.
The Span Service databaseAugust

The operations dashboard the lede names. Internal — named in the timeline below, and not shown here.

InternalNamed, not shown.

Two of the five are on this page. The other three are absent by decision rather than by omission: the quotations carry a client’s information, the keystone guide was published by Span rather than here, and the service database is internal. Three different facts, and this page keeps them apart.

The Span Elevators homepage rendered with JavaScript disabled: the full navigation — About, Products, Design, Services, Blog, Contact and a Get a Quote button — above a dark hero reading PAN-INDIA · IS 17900 COMPLIANT, the headline Twenty-Five Years. Zero Incidents. Every Single Floor., a line of body copy, the tagline Engineered to Elevate. Designed to Endure., and two buttons.
spanelevators.com, with JavaScript offCaptured 19 September 2026 · 1440×1120

Script execution was disabled in the browser before the page was requested, so none of the twenty-one script tags in the document ever ran — and the page still arrives complete: 24 headings, 47 links, 7 of 7 images, 2,631 characters of text. Its robots.txt admits eleven crawlers by name rather than by wildcard, nine of them AI agents, and closes /admin and /api to all of them.

01

Strategy and Campaigns

Late February – March 2026

26 Feb
Session one — a six-campaign Google Ads playbook and an eight-board Pinterest strategy, built before a single asset existed.
28 Feb
The Price–Value Fortress positioning locks: compete on twenty-five years of ownership cost, not on unit price.
March
A six-scene fear video, testimonial architecture, and the Ārohana LX animation — all in a gold-on-obsidian language that would not survive the year.

The record, first attempt

A serif “25 | 0” in champagne gold on obsidian. The right idea, in someone else’s aesthetic.

02

Documents

April 2026

9–17 Apr
The first quotation template, with a fixed logo standard. The first Bhāravāha catalogue, ten pages, built by hand.
17 Apr
A government-housing directory mapping every DDA, CGHS and GPRA society across Delhi NCR — the sales map before there was a sales organisation.

03

Sales Organisation

Late May – mid June 2026

27 May
Recruitment kit, LinkedIn banners, a profile audit — the hiring infrastructure built once, for whoever fills the seat next.
3 Jun
A matte-black, gold-foil folder concept is rejected in one line: theatrical. The correction becomes the brief for everything after.

The turn

Minimalist-premium, typography-led, one accent element, maximum negative space. No seals, no textures, no ornament beyond what is specified.

04

System Lock and Website

Mid June – early July 2026

17 Jun
Type settled by extracting the fonts already working in print: Jost and Inter, no bold weight anywhere, ever again.
16–17 Jun
The site rebuilt on server-rendered Next.js. Verified with JavaScript off, as a bot — every major AI crawler let in.

The record, locked

Elongated brackets, read as elevator doors parting. A faint centre seam. Red figures on white, drawn as line, never fill.

05

Growth Infrastructure

August 2026

4 Aug
A thirty-one clause exclusive channel-partner agreement, signed, for Chhattisgarh.
13 Aug
The Independence Day canvas — an inscription, not an advertisement. No CTA. Span signs as patron.
August
An unanswerable pricing question forces Span Operations into existence — 510 sites and 1,242 visits, off a five-tab spreadsheet, onto a real system.

Where the dashboard came from

A hand-made adherence estimate came out higher than what the system later computed. The estimate had been wrong in the direction that flatters.

06

Content Engine and Campaign

July – September 2026, continuing

Jul–Sep
Built by Engineers. Not Marketers. stages across four platforms. Eight rounds of failed hero lines before the campaign’s own summary became its headline.
31 Aug
The IS 17900 keystone guide publishes, every clause checked against nine BIS source documents. Three drafting errors caught before print.
9 Sep
Eleven quotations issued on the finished standard, in one working session.

The register, found

Hindi sentence structure, English nouns the street already uses, written the way Delhi types on WhatsApp. “25 Years. Zero Incidents.” stays English, everywhere — the one line held apart from the rest.

25 | 0

25 Years · Zero Incidents

Engineered to Elevate. Designed to Endure.

NextThe catalogue