# 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