{
  "name": "mikee.pro",
  "version": "1.0",
  "published": "2026-10-06",
  "url": "https://mikee.pro/brand/",
  "guide": "https://mikee.pro/brand/",
  "tokens": "https://mikee.pro/assets/css/tokens.css",
  "styles": "https://mikee.pro/assets/css/site.css",
  "fonts": "https://mikee.pro/assets/fonts/",
  "positioning": "For companies whose marketing numbers do not agree with each other, mikee.pro is the human-operated marketing system they can be held to - one named operator sets the measurement up and runs it, and every published figure carries its own evidence.",
  "oneIdea": "Provenance",
  "tagline": "Marketing you can check.",
  "descriptor": "Human-operated marketing systems.",
  "operatorModel": "Every engagement is set up and operated by Mikee Shattuck personally. There is no account layer, no software licence to a system nobody opens, and no automation left running unattended.",
  "theRule": "If a number cannot name its source and its window, it does not go in front of a decision.",
  "palette": [
    {
      "token": "--paper",
      "hex": "#f1f4f1",
      "role": ""
    },
    {
      "token": "--panel",
      "hex": "#fafbfa",
      "role": ""
    },
    {
      "token": "--panel-2",
      "hex": "#e9eee9",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 1.06,
          "aa_text": false,
          "aa_large": false
        },
        "--panel": {
          "ratio": 1.13,
          "aa_text": false,
          "aa_large": false
        },
        "--pine-deep": {
          "ratio": 11.62,
          "aa_text": true,
          "aa_large": true
        }
      }
    },
    {
      "token": "--ink",
      "hex": "#17252a",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 14.2,
          "aa_text": true,
          "aa_large": true
        },
        "--panel": {
          "ratio": 15.17,
          "aa_text": true,
          "aa_large": true
        },
        "--pine-deep": {
          "ratio": 1.15,
          "aa_text": false,
          "aa_large": false
        }
      }
    },
    {
      "token": "--ink-2",
      "hex": "#2c3b41",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 10.48,
          "aa_text": true,
          "aa_large": true
        },
        "--panel": {
          "ratio": 11.19,
          "aa_text": true,
          "aa_large": true
        },
        "--pine-deep": {
          "ratio": 1.18,
          "aa_text": false,
          "aa_large": false
        }
      }
    },
    {
      "token": "--muted",
      "hex": "#55646a",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 5.55,
          "aa_text": true,
          "aa_large": true
        },
        "--panel": {
          "ratio": 5.92,
          "aa_text": true,
          "aa_large": true
        },
        "--pine-deep": {
          "ratio": 2.22,
          "aa_text": false,
          "aa_large": false
        }
      }
    },
    {
      "token": "--muted-2",
      "hex": "#5f6e72",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 4.79,
          "aa_text": true,
          "aa_large": true
        },
        "--panel": {
          "ratio": 5.11,
          "aa_text": true,
          "aa_large": true
        },
        "--pine-deep": {
          "ratio": 2.57,
          "aa_text": false,
          "aa_large": false
        }
      }
    },
    {
      "token": "--rule",
      "hex": "#cdd6d2",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 1.34,
          "aa_text": false,
          "aa_large": false
        },
        "--panel": {
          "ratio": 1.43,
          "aa_text": false,
          "aa_large": false
        },
        "--pine-deep": {
          "ratio": 9.2,
          "aa_text": true,
          "aa_large": true
        }
      }
    },
    {
      "token": "--rule-soft",
      "hex": "#dfe5e1",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 1.15,
          "aa_text": false,
          "aa_large": false
        },
        "--panel": {
          "ratio": 1.23,
          "aa_text": false,
          "aa_large": false
        },
        "--pine-deep": {
          "ratio": 10.68,
          "aa_text": true,
          "aa_large": true
        }
      }
    },
    {
      "token": "--pine",
      "hex": "#2b5a4c",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 7.1,
          "aa_text": true,
          "aa_large": true
        },
        "--panel": {
          "ratio": 7.58,
          "aa_text": true,
          "aa_large": true
        },
        "--pine-deep": {
          "ratio": 1.74,
          "aa_text": false,
          "aa_large": false
        }
      }
    },
    {
      "token": "--pine-deep",
      "hex": "#14332b",
      "role": ""
    },
    {
      "token": "--pine-tint",
      "hex": "#e2ebe6",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 1.1,
          "aa_text": false,
          "aa_large": false
        },
        "--panel": {
          "ratio": 1.17,
          "aa_text": false,
          "aa_large": false
        },
        "--pine-deep": {
          "ratio": 11.22,
          "aa_text": true,
          "aa_large": true
        }
      }
    },
    {
      "token": "--pine-bright",
      "hex": "#3d7d67",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 4.38,
          "aa_text": false,
          "aa_large": true
        },
        "--panel": {
          "ratio": 4.68,
          "aa_text": true,
          "aa_large": true
        },
        "--pine-deep": {
          "ratio": 2.81,
          "aa_text": false,
          "aa_large": false
        }
      }
    },
    {
      "token": "--live",
      "hex": "#1e7f5c",
      "role": "state: running / verified",
      "contrast": {
        "--paper": {
          "ratio": 4.46,
          "aa_text": false,
          "aa_large": true
        },
        "--panel": {
          "ratio": 4.77,
          "aa_text": true,
          "aa_large": true
        },
        "--pine-deep": {
          "ratio": 2.76,
          "aa_text": false,
          "aa_large": false
        }
      }
    },
    {
      "token": "--flag",
      "hex": "#9a6b14",
      "role": "state: attention / being fixed",
      "contrast": {
        "--paper": {
          "ratio": 4.22,
          "aa_text": false,
          "aa_large": true
        },
        "--panel": {
          "ratio": 4.51,
          "aa_text": true,
          "aa_large": true
        },
        "--pine-deep": {
          "ratio": 2.92,
          "aa_text": false,
          "aa_large": false
        }
      }
    },
    {
      "token": "--hold",
      "hex": "#8a3b2a",
      "role": "state: failed / not joined",
      "contrast": {
        "--paper": {
          "ratio": 6.92,
          "aa_text": true,
          "aa_large": true
        },
        "--panel": {
          "ratio": 7.39,
          "aa_text": true,
          "aa_large": true
        },
        "--pine-deep": {
          "ratio": 1.78,
          "aa_text": false,
          "aa_large": false
        }
      }
    },
    {
      "token": "--on-ink",
      "hex": "#eef2ef",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 1.02,
          "aa_text": false,
          "aa_large": false
        },
        "--panel": {
          "ratio": 1.09,
          "aa_text": false,
          "aa_large": false
        },
        "--pine-deep": {
          "ratio": 12.08,
          "aa_text": true,
          "aa_large": true
        }
      }
    },
    {
      "token": "--on-ink-muted",
      "hex": "#9db0aa",
      "role": "",
      "contrast": {
        "--paper": {
          "ratio": 2.05,
          "aa_text": false,
          "aa_large": false
        },
        "--panel": {
          "ratio": 2.19,
          "aa_text": false,
          "aa_large": false
        },
        "--pine-deep": {
          "ratio": 6.0,
          "aa_text": true,
          "aa_large": true
        }
      }
    }
  ],
  "paletteNotes": {
    "oneAccent": "--pine is the only accent. Nothing else is decorative colour.",
    "statusColoursAreFunctional": "--live, --flag and --hold always mean a state. They are never used for emphasis.",
    "quietGreyIsDeliberate": "--muted-2 is #5f6e72 because the quieter #7b8a8d measured 3.23:1 on paper, below AA for the 11px text it carries."
  },
  "typefaces": [
    {
      "family": "Archivo",
      "weight": "400 800",
      "file": "/assets/fonts/archivo-latin.woff2"
    },
    {
      "family": "Archivo Print Condensed",
      "weight": "800",
      "file": "/assets/fonts/archivo-print-condensed-800.woff2"
    },
    {
      "family": "Plex Mono",
      "weight": "400",
      "file": "/assets/fonts/ibm-plex-mono-latin-400.woff2"
    },
    {
      "family": "Plex Mono",
      "weight": "500",
      "file": "/assets/fonts/ibm-plex-mono-latin-500.woff2"
    },
    {
      "family": "Plex Mono",
      "weight": "600",
      "file": "/assets/fonts/ibm-plex-mono-latin-600.woff2"
    }
  ],
  "typeJobs": {
    "--font-display": "Page titles and the single most important statement on a screen. Uppercase, never below 28px, never body text.",
    "--font-body": "Everything a reader reads: headings, paragraphs, buttons, tables.",
    "--font-mono": "Every number, unit, timestamp, source line and label. The instrument face."
  },
  "assets": {
    "logo": [
      {
        "file": "favicon.svg",
        "url": "https://mikee.pro/brand/logo/favicon.svg",
        "bytes": 334,
        "use": "Mark drawn for 16px, no hairline detail."
      },
      {
        "file": "lockup-paper.svg",
        "url": "https://mikee.pro/brand/logo/lockup-paper.svg",
        "bytes": 11064,
        "use": "Lockup reversed, for dark backgrounds."
      },
      {
        "file": "lockup-stacked.svg",
        "url": "https://mikee.pro/brand/logo/lockup-stacked.svg",
        "bytes": 11064,
        "use": "Stacked lockup, for square and narrow placements."
      },
      {
        "file": "lockup.svg",
        "url": "https://mikee.pro/brand/logo/lockup.svg",
        "bytes": 11064,
        "use": "Mark and wordmark, the standard signature."
      },
      {
        "file": "mark-ink.svg",
        "url": "https://mikee.pro/brand/logo/mark-ink.svg",
        "bytes": 334,
        "use": "Mark in ink, when pine would clash."
      },
      {
        "file": "mark-large.svg",
        "url": "https://mikee.pro/brand/logo/mark-large.svg",
        "bytes": 336,
        "use": "Mark at display size, for covers and signage."
      },
      {
        "file": "mark-paper.svg",
        "url": "https://mikee.pro/brand/logo/mark-paper.svg",
        "bytes": 334,
        "use": "Mark reversed in paper, for dark backgrounds."
      },
      {
        "file": "mark-pine.svg",
        "url": "https://mikee.pro/brand/logo/mark-pine.svg",
        "bytes": 334,
        "use": "Mark in pine, for light backgrounds."
      },
      {
        "file": "mark.svg",
        "url": "https://mikee.pro/brand/logo/mark.svg",
        "bytes": 334,
        "use": "The datum mark, pine on transparent. The default."
      },
      {
        "file": "wordmark-paper.svg",
        "url": "https://mikee.pro/brand/logo/wordmark-paper.svg",
        "bytes": 10761,
        "use": "Wordmark reversed, for dark backgrounds."
      },
      {
        "file": "wordmark.svg",
        "url": "https://mikee.pro/brand/logo/wordmark.svg",
        "bytes": 10761,
        "use": "Wordmark as outlines, ink, no font dependency."
      }
    ],
    "social": [
      {
        "file": "li-banner.png",
        "url": "https://mikee.pro/brand/social/li-banner.png",
        "bytes": 29561,
        "use": "LinkedIn banner, 1584x396."
      },
      {
        "file": "og-about.png",
        "url": "https://mikee.pro/brand/social/og-about.png",
        "bytes": 39518,
        "use": "OG card for the about page."
      },
      {
        "file": "og-brand.png",
        "url": "https://mikee.pro/brand/social/og-brand.png",
        "bytes": 41631,
        "use": "OG card for the brand system page."
      },
      {
        "file": "og-contact.png",
        "url": "https://mikee.pro/brand/social/og-contact.png",
        "bytes": 43450,
        "use": "OG card for the contact page."
      },
      {
        "file": "og-home.png",
        "url": "https://mikee.pro/brand/social/og-home.png",
        "bytes": 40508,
        "use": "OG card for the home page."
      },
      {
        "file": "og-services.png",
        "url": "https://mikee.pro/brand/social/og-services.png",
        "bytes": 45087,
        "use": "OG card for the services page."
      },
      {
        "file": "og-work.png",
        "url": "https://mikee.pro/brand/social/og-work.png",
        "bytes": 41237,
        "use": "OG card for the work page."
      },
      {
        "file": "post-1080.png",
        "url": "https://mikee.pro/brand/social/post-1080.png",
        "bytes": 48221,
        "use": "Square social post, 1080x1080."
      },
      {
        "file": "x-header.png",
        "url": "https://mikee.pro/brand/social/x-header.png",
        "bytes": 40534,
        "use": "X header, 1500x500."
      }
    ],
    "icons": [
      {
        "file": "apple-touch-icon.png",
        "url": "https://mikee.pro/assets/img/apple-touch-icon.png",
        "bytes": 2199,
        "use": "180px, opaque, for iOS home screens."
      },
      {
        "file": "icon-192.png",
        "url": "https://mikee.pro/assets/img/icon-192.png",
        "bytes": 4315,
        "use": "PWA icon, 192px."
      },
      {
        "file": "icon-512.png",
        "url": "https://mikee.pro/assets/img/icon-512.png",
        "bytes": 12813,
        "use": "PWA icon, 512px."
      },
      {
        "file": "icon-light-512.png",
        "url": "https://mikee.pro/assets/img/icon-light-512.png",
        "bytes": 12400,
        "use": "512px on paper, for light surfaces."
      },
      {
        "file": "maskable-512.png",
        "url": "https://mikee.pro/assets/img/maskable-512.png",
        "bytes": 6073,
        "use": "Maskable PWA icon, safe area respected."
      },
      {
        "file": "og-about.png",
        "url": "https://mikee.pro/assets/img/og-about.png",
        "bytes": 39518
      },
      {
        "file": "og-brand.png",
        "url": "https://mikee.pro/assets/img/og-brand.png",
        "bytes": 41631
      },
      {
        "file": "og-contact.png",
        "url": "https://mikee.pro/assets/img/og-contact.png",
        "bytes": 43450
      },
      {
        "file": "og-home.png",
        "url": "https://mikee.pro/assets/img/og-home.png",
        "bytes": 40508
      },
      {
        "file": "og-services.png",
        "url": "https://mikee.pro/assets/img/og-services.png",
        "bytes": 45087
      },
      {
        "file": "og-work.png",
        "url": "https://mikee.pro/assets/img/og-work.png",
        "bytes": 41237
      },
      {
        "file": "favicon.ico",
        "url": "https://mikee.pro/assets/img/favicon.ico",
        "bytes": 383,
        "use": "16/32/48 multi-resolution, for browsers."
      }
    ],
    "logoSourceVector": true,
    "wordmarkIsOutlines": "brand/logo/wordmark.svg is converted from the variable font to paths, so no asset depends on a font being installed."
  },
  "layout": {
    "measure": "68ch",
    "shell": "1180px",
    "rail": "210px",
    "radius": "3px",
    "hairline": "1px",
    "scale": {
      "--step--2": "0.6875rem",
      "--step--1": "0.8125rem",
      "--step-0": "1.0625rem",
      "--step-1": "1.25rem",
      "--step-2": "1.5625rem",
      "--step-3": "2.125rem",
      "--step-4": "clamp(2.5rem, 4.6vw, 3.75rem)",
      "--step-5": "clamp(2.9rem, 7.2vw, 6.25rem)",
      "--step-6": "clamp(3.4rem, 11vw, 9rem)"
    },
    "spacing": {
      "--s-1": "0.25rem",
      "--s-2": "0.5rem",
      "--s-3": "0.75rem",
      "--s-4": "1rem",
      "--s-5": "1.5rem",
      "--s-6": "2rem",
      "--s-7": "3rem",
      "--s-8": "4rem",
      "--s-9": "6rem",
      "--s-10": "8rem"
    }
  },
  "graphics": "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.",
  "voice": {
    "how": "Plain, specific, numeric. Sentence case. Active voice. Numbers in figures. No exclamation marks, no emoji, no adjectives standing in for evidence.",
    "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"
    ],
    "test": "Could a reader ask 'says who?' and get an answer? If not, rewrite it or attach the source.",
    "rewrites": [
      {
        "from": "We're passionate about data-driven marketing.",
        "to": "Seven data checks count every record that fails to join."
      },
      {
        "from": "We supercharge your growth engine.",
        "to": "Budget is set by office, from tracked ad position and billed revenue."
      },
      {
        "from": "Actionable insights at your fingertips.",
        "to": "Cost per hire is published as a range, because the CRM holds no click IDs."
      }
    ]
  },
  "motion": {
    "jobs": [
      "orientation: where did this come from",
      "process: how far through a sequence are we",
      "feedback: did my input register"
    ],
    "nothingLoops": true,
    "durations": {
      "--dur-1": "120ms",
      "--dur-2": "220ms",
      "--dur-3": "620ms"
    },
    "easing": {
      "--ease-out": "cubic-bezier(0.165, 0.84, 0.44, 1)",
      "--ease-in-out": "cubic-bezier(0.65, 0, 0.35, 1)"
    },
    "stagger": "Arrival order is derived from position among siblings: 70ms per step, capped at 460ms. A delay authored in the markup wins.",
    "positionRails": [
      "a 2px progress rule across the top of the viewport",
      "the sticky annotation rail: the current section at full strength, the rest at 42%"
    ],
    "optIn": "The hidden initial state is scoped to html[data-motion]. Pages that link site.css without scripting (proof sheets, the OG renderer) do not carry it.",
    "guarantees": [
      "site.js reveals on scroll, with a 4s watchdog",
      "@media (prefers-reduced-motion: reduce) resolves every hidden element to its finished state",
      "<noscript> in the document head does the same with scripting off"
    ]
  },
  "prohibited": [
    "cream + serif + terracotta",
    "near-black + a single acid green",
    "broadsheet: hairline rules everywhere, no hierarchy",
    "invented testimonials or client claims",
    "a client logo wall implying work that was not done"
  ],
  "files": {
    "sourceGuide": "brand/brand-guide.html (the working document)",
    "sourceTokens": "site/assets/css/tokens.css (the single source of truth)",
    "rebuild": "python3 brand/build-brand-page.py, then python3 build-pages.py",
    "gates": [
      "python3 audit/check-site.py",
      "python3 audit/check-motion.py"
    ]
  }
}
