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+# Project definition — Phoenix Website Hallmark
+
+## One-liner
+
+Rebuild Phoenix Salon + Spa’s web presence so it **looks made, not generated**, while keeping real business truth (services, people, prices, location, reviews).
+
+## Goals
+
+1. **Trust match:** Site quality should match treatment-room quality.  
+2. **Booking clarity:** Primary action is book; awards and marketing noise stay secondary.  
+3. **Brand coherence:** One voice (Ashley / Phoenix), one type system, one paper/ink palette.  
+4. **Anti-slop:** No equal-card SaaS templates, no Inter-default stack, no invent-a-stat copy.  
+5. **Safe iteration:** Prototype and Gitea first; production only with explicit approval.
+
+## Non-goals (current phase)
+
+- Full ecommerce / Shopify rebuild  
+- Replacing booking backend  
+- Auto-publishing stories or SEO spam  
+- Live CSS patches to production without review  
+- Social media pipelines (separate project)
+
+## Stakeholders
+
+| Person | Role |
+|--------|------|
+| Tony | Product owner / technical collaborator |
+| Ashley | Brand / service truth / voice |
+| Leonard (Hermes) | Audit, design system, prototypes, Gitea persistence |
+
+## Success criteria
+
+- [ ] Stakeholder can open prototype and say “this feels more like us”  
+- [ ] No Hallmark critical structural tells on homepage prototype  
+- [ ] Book path is unambiguous above the fold  
+- [ ] Real prices/contact/people unchanged unless Ashley/Tony edit them  
+- [ ] All durable artifacts live in this Gitea repo  
+
+## Related repos
+
+- `Tony_tech/salon-digital-intel` — competitive audits / search-velocity ops  
+- `Tony_tech/personal-agent-os/projects/salon-social-media-system` — social / brand docs