Design system.

Purple 700 is the brand. Lavender 300 is the accent: numerals, one highlighted word, active nav. Grounds are deep plum, not black. Light mode swaps grounds and inks; accent becomes Purple 700 for contrast.

Figtree (variable) for every heading, label, button and numeral. Forum Regular for paragraphs and list items only, never bold or italic. Uppercase tracked labels at 12–13px carry the eyebrows, nav and buttons.

One container, fluid gutters, generous section padding. Anything that holds text reflows; nothing has a fixed height. Grids use auto-fit with a 300–460px minimum so rows never orphan a single tile.

Cards are Ground 2 with a 12% ink hairline. Image tiles keep dark-mode chrome in both themes: dark ground, white 14% hairline, purple-tinted shadow. Shadows otherwise appear only on hover-lift, menus and the slideshow.

Solid lavender for the one action that matters on a page. Outline for everything else. Nav links fill with a lavender circle on hover and bold up; there is exactly one active link per page.

Everything eases with cubic-bezier(.2,.7,.2,1). Reveals rise 36px over .9s, staggered .15s. No bounces, no parallax. Film grain and a dot grid sit over dark grounds only and switch off in light mode.

Speak to a business owner, not an agency. Sentence case everywhere except labels. Numbers are concrete. Emphasis comes from a lavender word or a hard stop, never bold body text. No emoji.