Pivot & Dah is a single bench in a converted net loft in Astoria, Oregon, run by Ingrid Kaskela, who spent twenty two years as a radio officer on cargo ships before satellites made the job vanish. She cuts each lever from solid brass bar, files the pivot by hand until the arm swings without play, fits silver contact points, and bolts it all to a heavy steel base she enamels signal red so the key stays put on a desk while you send.
Who this theme is for
A machinist, a radio amateur or any small bench selling one well made piece of hardware to people who already know the category: morse keys, paddles, audio knobs, switch panels, desk tools. These buyers compare specs before they compare photos, so the page leads with the key standing on an oak radio desk, then comes in close on the brass pivot and the gap between the contacts, then shows the lever being filed in a vise. The Marketplace layout keeps the price, the buy button and the cable details high on the page, the way a buyer of gear expects to find them.
What was decided in the brief
The style is Marketplace on its second variant, because its strong red primary is the colour of the enamelled base and its amber accent sits close to polished brass, so the buttons and highlights repeat the object. The brand facts lead with the single product, then the weight of the base, because a key that slides across the desk is the complaint every operator has about cheap ones, then the silver contacts and the hand adjustment, because that is where the price goes.