docs: project purpose — what this is and why (Phoenix Hallmark redesign)
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# phoenix-website-hallmark
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# Phoenix Website · Hallmark Redesign
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Phoenix Salon + Spa website redesign — Hallmark anti-slop recreation of phoenixcameronpark.com. Local prototypes only; no live deploy without approval.
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**Repo:** `Tony_tech/phoenix-website-hallmark`
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**Live site (unchanged):** [phoenixcameronpark.com](https://www.phoenixcameronpark.com)
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**Business:** Phoenix Salon + Spa · Cameron Park, CA (Ashley Thornhill, founder + lead esthetician)
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**Status:** Prototype only — **not deployed live**. No auto-publish.
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---
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## What this project is
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A **redesign track for the Phoenix Salon + Spa website**, starting from a full Hallmark (anti-AI-slop) design audit of the live homepage and a **local recreation** that keeps real business content while replacing the template skeleton.
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### In this repo
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| Path | Purpose |
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|------|---------|
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| `README.md` | This file — project definition and why |
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| `docs/PROJECT.md` | Goals, non-goals, constraints, success criteria |
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| `docs/hallmark-audit-2026-07-16.md` | Full Hallmark audit of the live site |
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| `prototype/` | Self-contained Hallmark homepage prototype (`index.html`, `tokens.css`, `styles.css`) |
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| `docs/decision-log.md` | One-change-one-entry decisions for this project |
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### Not this project
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- Not a full multi-page production rewrite (yet)
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- Not social content, Instagram, or OpenMontage clip factory (see `personal-agent-os/projects/salon-social-media-system`)
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- Not competitive audits of other salons (see `Tony_tech/salon-digital-intel`)
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- Not live deploy to production without explicit user approval
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---
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## Why we are doing it
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### The problem
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The live site (`phoenixcameronpark.com`) carries **real value** — Ashley’s expertise, memberships, reviews, address, photography — but ships inside a **Lovable / AI-default local-business layout**:
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- Centred hero + equal service cards + “Learn More →” factory
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- Three equal “STEP” onboarding cards
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- Eyebrow labels on every section
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- Inter + pure white SaaS tokens under a warm cream varnish
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- Entry modal + awards banner + awards section competing with **Book**
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- Voice collision: title says *luxury*, H1 says *“Hey bestie”*, body says *“Elevated Beauty”*
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That reads as **generic AI template**, not as Phoenix / Ashley / Cameron Park. For a service business that wins on trust and taste, the site’s skeleton undercuts the craft in the treatment room.
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### The opportunity
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Hallmark (Nutlope / Together AI skill, installed into Leonard) encodes anti-slop rules: structural variety, honest copy, token discipline, sparse nav/footer, photographic split layouts. We use it to:
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1. **Diagnose** the live site with a named punch list (audit).
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2. **Prove** a better shape with a local prototype (no risk to production).
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3. **Iterate** with Tony/Ashley before any live cutover.
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4. **Compound** a reusable pattern for other local businesses later (search-velocity / digital presence work).
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### Why now
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- Hallmark was integrated into Leonard (2026-07-16) specifically for non-slop design work.
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- Phoenix is the flagship local brand for Tony + Ashley; the website is the front door for booking and memberships.
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- Prototype-first avoids the past failure mode of patching live surfaces without approval.
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---
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## Design direction (prototype v1)
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| Axis | Choice |
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|------|--------|
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| Macrostructure | **Split Studio** (photo / text diptychs) |
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| Genre | Editorial · warm studio |
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| Theme | Custom — warm oat paper, deep ink, small teal accent |
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| Type | Cormorant Garamond + IBM Plex Sans + Source Serif 4 (quotes) |
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| Nav | Sparse (Services · Memberships · Ashley · Reviews · Visit + Book) |
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| Footer | Statement close, not multi-column SaaS dump |
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| Voice | Treatment-room honesty — not bestie / not elevated-marketing cliché |
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**Content kept:** services, Glow $70, tans from $95, Ashley bio, client quotes, address, phone, email, live CDN photos.
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**Cut:** modal, 3-step cards, equal card factory, Inter, pure white paper, awards as full section (kept as one ribbon line).
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---
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## Operating rules (binding)
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1. **Gitea is the archive** for this project’s artifacts.
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2. **No live deploy** without explicit “publish / deploy / ship to production” from Tony.
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3. **Preview before publish** — show local or staged result; get approval.
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4. **One change = one commit = one decision-log entry** when we start mutating production paths.
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5. **Ashley voice accuracy** is top priority; no invented metrics or overclaims.
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---
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## How to view the prototype
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Local (VPS path used during build):
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```text
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/home/vpsadmin/phoenix-hallmark-prototype/index.html
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```
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Or open the files under `prototype/` in this repo after clone.
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Book / membership links still point at the **live** site; forms in the prototype are inert demos.
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---
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## Next steps (not started until asked)
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- [ ] Tony/Ashley review of prototype v1 (likes / dislikes)
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- [ ] Section-level revisions
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- [ ] Multi-page shell (services, membership, contact) still local
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- [ ] Only after approval: staged deploy plan for production
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---
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*Initialized 2026-07-16 by Leonard (Hermes) on Tony’s direction: audit live site → Hallmark recreation → persist to Gitea with project definition.*
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