# Design brief — "Suite 210: The Quiet Clinic"

*The winning direction from a judged three-way pitch (8.8/10), with the best ideas of the
two runners-up grafted in: the injection-constellation diagram and section-end seal stamps
from "Yeobaek (여백) — The Considered Blank", and the dot-leader fee carte + dated provenance
block from "The Hanji Catalogue". Full proposals and judge scoring in
`../research/workflow-outputs.json`.*

## Core idea

The site behaves like the practice: a private clinic that assumes you were referred. One
calm scrolling page, engraved-stationery register, first-person clinician voice, one door in
("Request an appointment"). Korean heritage appears as **material** (celadon, one seal, one
glossed word — 정성 *jeongseong*), never as theme or decoration.

## Palette (CSS custom properties in `index.html`)

| Token | Light | Dark ("the evening clinic") | Role |
|---|---|---|---|
| `--bg` | `#F7F3ED` linen | `#1F1B16` | page ground |
| `--paper` | `#FDFBF6` | `#292319` | carte, form, note panels |
| `--stone` / `--hairline` | `#DCD4C6` | `rgba(220,212,198,.22)` | rules, frames (decorative only) |
| `--taupe` | `#746A5C` (AA-verified) | `#A79C8B` | eyebrows, captions, fee descriptors |
| `--ink` | `#2A241D` (never #000) | `#EAE3D6` | text |
| `--accent` | `#57705F` deep celadon | `#9DB8A8` | links, CTA, text-safe accent |
| `--accent-soft` | `#6E8B7B` | `#8FA898` | dots, borders, decorative only — never text |
| `--cinnabar` | `#A34D39` both modes | same | **the dojang seal only — used exactly once** |

Dark mode is "the same object after hours" — warm lamplight gradient, not an inversion.

## Typography (system stacks only — no webfonts)

- **Display** (headlines, prices, pull quote): `Palatino, "Palatino Linotype", "Book Antiqua",
  "URW Palladio L", Georgia, serif` — always weight 400; selective italic single words
  ("looking like *yourself*").
- **Body/UI:** `-apple-system, BlinkMacSystemFont, "Segoe UI", "Helvetica Neue", Arial` —
  16–17px, line-height 1.7, max 62ch.
- **Eyebrows/labels:** same sans, 11–12px, uppercase, 0.14–0.16em letterspacing, taupe.
- **Prices:** Palatino with `font-variant-numeric: tabular-nums`, right-aligned, dot leaders.
- **Korean** (정성, seal): `"Apple SD Gothic Neo", "Malgun Gothic", "Noto Sans KR"` — always
  glossed in English, never load-bearing.
- **Signature:** `"Snell Roundhand", "Savoye LET", "Segoe Script", "Brush Script MT", cursive`.

## Section order (one page, anchor nav: Practice · Treatments · Fees · About · Visit)

1. **Masthead** — inline-SVG `fs` mark + "FaceSPec / Seolhee Patel, NP", sticky, translucent
   linen + blur. No cart, no hamburger.
2. **Hero** — layered CSS-gradient "morning light through linen" (lamplight-on-charcoal in
   dark). H1 *"The quiet art of looking like yourself."* Credential line in small caps with
   celadon middle dots. One outlined CTA.
3. **The practice** — small-by-design manifesto; 정성 (*jeongseong*) grace note; treatment-room
   photo placard; section closes with low-opacity celadon `fs` stamp.
4. **The Seoul method** — the injection-constellation SVG (continuous-line face profile
   seeded with celadon dots; caption "More points. Smaller doses. The Seoul method.");
   Gangnam training story; the "note on the word Botox" (two products: Jeuveau, Xeomin).
5. **Treatments** — open hairline-ruled rows, no accordions. Two groups: Injectable
   aesthetics (Skin Botox — the Glow Facial marked *signature* with a small fs seal;
   Traditional; Focused Botox; SkinVive; PRP) and IV therapy (three blends; antioxidants;
   NAD+; FDA disclaimer inline).
6. **Fees** — the carte: paper panel, dot leaders, tabular Palatino prices, small-caps group
   heads, one price format (`$350–$900`). Names match section 5 exactly. Footnote: fees are
   for treatment by her; consultations never obligate; the Botox-shorthand note.
7. **About** — portrait placard; narrative arc (Korea & Young Nightingale Award → ten years
   NYC ER/SICU → NYU, board-certified → comfort care *as character, one sentence* → Gangnam
   apprenticeship); celadon italic pull quote (*"Precision is something you learn where
   mistakes are not allowed."*); dated **provenance block**; script signature + the one
   cinnabar dojang (설희); "The SP in FaceSPec is me."
8. **What to expect** — 01 Consultation / 02 Treatment / 03 Follow-up columns; the
   no-social-media before/after privacy paragraph; "hospital standards" closer.
9. **Visit** — address large in Palatino (maps link); hand-drawn SVG line map of the
   Boerum Pl / Joralemon block with transit labels; tappable mailto/tel; three-field form
   ("What are you hoping for?", optional "Who sent you?"), submit = "Send a note"; reply
   promise. *(Form is mocked — see README.)*
10. **Footer** — centered fs flourish; credential line; "No social media. New patients by
    referral and inquiry."; results-vary + FDA legal line.

## Copy voice rules

First person singular, present tense — a clinician writing a personal letter. Short
declarative sentences. Zero exclamation points, emoji, superlatives ("best", "ultimate",
"radiant", "effortlessly" banned); "luxury" never appears. Every proper noun gets one
plain-language sentence before any claim. Claims stated as what patients seek, never
promised outcomes. Korean terms at most twice, always glossed. Recurring rhetorical move:
restraint framed as skill — say what she deliberately doesn't do. Every sentence must
survive being read aloud by Seolhee without embarrassment.

## Signature moments (the five details that make it feel bespoke)

1. **The fs seal system** — masthead mark, low-opacity section-end stamps, signature-treatment
   marker, footer flourish; plus the single cinnabar dojang in About.
2. **The injection constellation** — the one diagram that proves the Seoul method visually.
3. **Soft-light hero / evening dark mode** — atmosphere with zero images.
4. **The fee carte with provenance grammar** — catalogue typography doing credibility work.
5. **Photography as intent** — framed placards with letterspaced "…TO COME" captions and the
   hand-drawn map, so absent photos read as curation, with frames pre-built for a real shoot.
