Provenance is the brand.

What it is. A human-operated marketing operations practice. One named operator builds the measurement, automation and reporting layer under a company's marketing and then runs it — it is not software you license and leave to itself.

Who it is for. Businesses that spend real money on marketing and cannot fully explain what it produced. Multi-location, lead-generation and B2B service firms see the fastest return, because the same question has to be answered per market.

What it is against. Dashboard theatre, blended averages, attribution sold as precision when it is a guess, and suppliers paid a percentage of the media spend they are meant to be questioning.

The one idea. Provenance. Every figure names its source, its window and its freshness, and records that fail to reconcile are counted and published rather than smoothed away.

How it sounds. Plain, specific, numeric. Sentences that could be checked. Sentence case. Active voice. Numbers in figures. No exclamation marks, no emoji, no adjectives standing in for evidence.

What it refuses. “Passionate about,” “data-driven,” “world-class,” “ninja,” “unlock,” “supercharge.” Superlatives that cannot be sourced. Anything that would survive being pasted onto a competitor's site unchanged.

The test for any sentence. Could a reader ask “says who?” and get an answer? If not, rewrite it or attach the source.

Name the operator. The model is a human running the system, so copy names the human: “Mikee Shattuck”, “one operator”, “run by a person”. Never “our team”, “our platform”, “our solutions”. A system is always described with whoever operates it attached.

Say the uncomfortable thing. The site reports one system as broken because it is. A supplier who only reports green trains people to ignore the report — that principle is a voice rule as much as an operating one.

Motion has exactly three jobs: orientation, process, feedback. Where did this come from (a block rises 14px and resolves). How far through a sequence are we (a step's accent bar grows and its ordinal comes up to full strength as that step is reached). Did my input register (a rule under a service row, a hover state, a button label that changes to “Sending…”). Nothing loops. Nothing bounces. Nothing animates without a job.

One orchestrated moment, not scattered effects. The hero schematic draws itself once, on arrival: sources to layer to decision, staggered 60ms apart. On work, the two-bar exposure figure fills from 100% to 0% as it enters view. On every page, hairlines ink themselves in from the left like a rule being drawn on a sheet.

Order is derived, not typed. Arrival delay is computed from an element's position among its siblings — 70ms per step, capped at 460ms — so a list arrives in reading order without anyone hand-numbering it. A delay written into the markup on purpose always wins over the computed one.

Three durations, one curve. 120ms for feedback, 220ms for small transitions, 620ms for a one-off reveal or a schematic draw, all on cubic-bezier(0.165, 0.84, 0.44, 1) — fast out, long settle.

Two rails report position. A 2px pine rule runs across the top of the viewport measuring how far through the page you are. The sticky annotation rail brings the section you are currently in to full strength and drops the others to 42%.

Reduced motion and no script are both supported states, not fallbacks. With prefers-reduced-motion set, the stylesheet resolves every hidden element to its finished state and the script takes its no-animation branch: counters render at their final value, the schematic is drawn, the bars are filled. With scripting off, a <noscript> block in the document head does the same. A four-second watchdog covers the third case, a script that loads and then fails part way. The site is complete without any of the animation.

Graphic language. Hairline rules and mono labels, drawn the way a schematic is drawn: sections separated by title-block rules, registers laid out as a table, connectors as plain lines. Rules carry information, they do not decorate.