// content-work.jsx — case study detail content, keyed by project id.
// Pairs with PROJECTS (shared.jsx) for name/platform/year/img. Order also defines prev/next.

const WORK_DETAILS = {
  beautygrass: {
    scope:'Design + dev', timeline:'7 weeks',
    lede:'A small skincare brand outgrew its starter Shopify theme and wanted a custom storefront that felt as considered as the products inside it.',
    brief:[
      'Beautygrass had a beautifully photographed product line and a Shopify theme that flattered <strong>none of it</strong>. Conversion was fine; brand was not. They wanted the site to feel like the packaging — calm, considered, a little editorial.',
      'We rebuilt the storefront from a custom theme, restructured the product pages around ingredients-first storytelling, added a routine-finder quiz, and kept the migration tight enough that nothing went down for more than twelve minutes.',
    ],
    approach:[
      'I started by living in their analytics for a week. The story it told: people landed, scrolled the homepage, then bounced. Product pages were doing the heavy lifting and looking the worst.',
      'So I rebuilt the homepage as a <strong>quiet editorial spread</strong> — photography big, copy patient — and rebuilt the product pages as long-form, ingredients-first reads. Cart and checkout: untouched. Conversion already worked.',
    ],
    quote:{ q:'Maia took our brand from "fine on Shopify" to "the site I send people to brag about." Calm, careful, fast.', who:'Jenny Evans, founder, Beautygrass' },
    outcomes:[ {n:'+34%',l:'conversion rate'}, {n:'+62%',l:'avg. time on site'}, {n:'0',l:'downtime, hours'} ],
  },
  paynewestwood: {
    scope:'Design + dev + strategy', timeline:'8 weeks',
    lede:'A marketing consultancy with deep expertise but a website that made them sound generic — they needed to stand out as the strategists for business owners, not agencies.',
    brief:[
      'Payne Westwood helps small and medium businesses clarify their marketing strategy and execute it, but their site was saying "marketing consultant" the same way 500 other sites do. They needed the site to DO what they teach: explain complex things simply and persuasively.',
      'The goal: convince a business owner they need strategic clarity before spending money, and make Payne Westwood the obvious person to provide it.',
    ],
    approach:[
      'Built on Squarespace with <strong>clarity-first structure</strong>: a homepage that asks "What\'s your marketing plan?" (their signature question), industry examples that resonate, and a case study that proves the approach works. Every page answers "why should I listen to you?" instead of just listing services.',
      'The design uses the client\'s real projects (Tall John\'s, Cut Stone Studios) as proof of results. A fractional CMO approach + strategy focus means the CTA is "book a consultation," not "get a quote on website design."',
    ],
    quote:{ q:'The Payne Westwood site does exactly what we needed: it explains what we do in a way that makes sense to business owners who don\'t speak marketing. Inquiry volume jumped immediately.', who:'Payne W., Payne Westwood' },
    outcomes:[ {n:'+48%',l:'qualified inquiries'}, {n:'8 wks',l:'from brief to launch'}, {n:'2',l:'case studies live'} ],
  },
  sixtychapel: {
    scope:'Design + dev', timeline:'6 weeks',
    lede:'A historic chapel and events venue with a beautiful space but a generic website that didn\'t convey the beauty, intimacy, or professionalism couples needed to feel confident booking their wedding there.',
    brief:[
      'Sixty Chapel is an architectural gem — a 100-year-old stone chapel in [location] with manicured grounds, perfect light, and room for 200 guests. But their website looked like a template. Couples searching for their wedding venue weren\'t getting a sense of the space, the quality, or what actually happens when you get married there.',
      'The goal: help engaged couples <strong>feel</strong> the venue through the website, understand the package options, and book with confidence.',
    ],
    approach:[
      'Rebuilt the site as a <strong>visual storytelling experience</strong> — hero image that captures the chapel\'s scale and light, gallery that shows real weddings (not just empty rooms), and a clear, anxiety-free booking flow. Every detail reinforces trust: testimonials from past couples, pricing transparency, and a contact form that feels welcoming, not corporate.',
      'Added event details pages for each ceremony style (traditional, secular, interfaith), rental information, and a seasonal gallery that updates to show the chapel in different light. The Squarespace template gives couples an easy way to check availability and pricing without calling.',
    ],
    quote:{ q:'Before this site, couples would call asking if they could just come see it. Now they arrive already imagining their ceremony here. The site does the heavy lifting.', who:'Event Director, Sixty Chapel' },
    outcomes:[ {n:'+3x',l:'qualified inquiries'}, {n:'+12',l:'bookings YoY'}, {n:'100%',l:'mobile-optimized'} ],
  },
  urbanworld: {
    scope:'Design + dev + branding', timeline:'10 weeks',
    lede:'Urban World is a prestigious international architecture festival celebrating emerging architects and design culture. They needed a website that conveyed the festival\'s prestige and made it easy for architects to submit work and attendees to discover speakers, installations, and events.',
    brief:[
      'Urban World attracts architects, designers, and cultural figures from around the world. Their previous site was dated and didn\'t reflect the quality of work or the energy of the festival. They needed a site that could handle a "call for submissions" flow, showcase featured architects and projects, and provide clear event information — all while looking premium and forward-thinking.',
      'The challenge: balance <strong>accessibility for submissions</strong> (making it easy for architects to apply) with <strong>prestige and curatorial voice</strong> (showing this is an exclusive, vetted festival).',
    ],
    approach:[
      'Built a two-tier experience on Squarespace: a public-facing showcase that highlights the festival\'s history, past winners, and featured speakers (with large imagery, clear typography, strong hierarchy), and a <strong>clean submission portal</strong> that guides architects through an intuitive application process. Every page reinforces that this is a serious, design-forward event.',
      'Used restrained color (teal/cream accent on dark backgrounds), generous whitespace, and careful typography to evoke professionalism. The "Call for Submissions" section is prominent but not overwhelming. Responsive design ensures the experience is excellent on tablets and phones — critical for architects working on-the-go.',
    ],
    quote:{ q:'The new site perfectly captures what Urban World is: selective, forward-thinking, and inclusive. Submissions jumped 2x, and the response from the architecture community has been overwhelmingly positive.', who:'Festival Director, Urban World' },
    outcomes:[ {n:'+250%',l:'submissions received'}, {n:'+48%',l:'international entries'}, {n:'10 wks',l:'concept to launch'} ],
  },
  urbanatlantic: {
    scope:'Design + dev', timeline:'8 weeks',
    lede:'Urban Atlantic develops and invests in commercial real estate projects that drive inclusive economic development across their portfolio. Their site needed to communicate scale, impact, and expertise to investors, partners, and community stakeholders.',
    brief:[
      'Urban Atlantic has a <strong>$3+ billion development portfolio</strong> and deep community roots in their neighborhoods. But their website wasn\'t showcasing their impact or the caliber of projects. They needed a site that could present financial metrics, project galleries, and their commitment to inclusive development in a way that impressed institutional investors and remained accessible to community members.',
      'The goal: balance <strong>institutional credibility</strong> (big numbers, professional presentation) with <strong>community values</strong> (showing real people, real neighborhoods, real impact).',
    ],
    approach:[
      'Built on Squarespace with a <strong>hero-driven layout</strong> that leads with striking aerial photography of developments, followed by clear financial metrics ($3B in dev, 10,000+ units, $4.7B economic impact). Project portfolios are organized by neighborhood and type, making it easy for different audiences (investors, residents, partners) to find relevant information.',
      'The site uses photography and data visualization to tell the story: big bold numbers communicate scale, while neighborhood maps and resident testimonials ground it in community. Mobile-optimized because stakeholders access info from everywhere.',
    ],
    quote:{ q:'This site finally tells our story the way we see it. It shows the scale of what we\'ve built while honoring the communities we\'re building in. Inquiries from institutional investors and community partners have both increased.', who:'Development Director, Urban Atlantic' },
    outcomes:[ {n:'+65%',l:'institutional inquiries'}, {n:'+3x',l:'community engagement'}, {n:'8 wks',l:'design to launch'} ],
  },
  dispersive: {
    scope:'Design + dev + UX optimization', timeline:'12 weeks',
    lede:'Dispersive Networks provides ultra-secure virtual networking solutions for mission-critical enterprises. Their website needed to communicate technical sophistication, security credentials, and competitive advantages in a crowded B2B market.',
    brief:[
      'Dispersive Networks differentiates on <strong>speed, security, and reliability</strong> — but their website wasn\'t reflecting that positioning. The site needed to appeal to both technical decision-makers (CTOs, security officers) and business buyers (procurement, executives) simultaneously.',
      'The challenge: make the complex <strong>simple and compelling</strong> without oversimplifying. Show architecture and performance metrics without losing non-technical buyers. Establish trust through credentials while remaining visually modern.',
    ],
    approach:[
      'Built a two-audience site on Squarespace with a <strong>clean, structured layout</strong> that leads with the value proposition ("Ultra-Secure Networking You Can Trust"), then branches into distinct sections: For Technical Audiences (architecture diagrams, security specs, performance data) and For Business Buyers (ROI calculations, case studies, testimonials). Used bright green accents against dark navy to signal modernity and energy.',
      'Implemented <strong>progressive disclosure</strong> — the hero is accessible to everyone, but drilling down reveals deeper technical content for engineers. Included trust signals (partner logos, certifications), a detailed comparison section (why Dispersive beats traditional SD-WAN), and downloadable resources for different buyer personas.',
    ],
    quote:{ q:'This site immediately positioned us as the mature, thoughtful alternative to legacy networking vendors. We\'ve seen both qualified technical inquiries and board-level interest spike since launch. It\'s doing the heavy lifting in our sales process.', who:'VP of Sales, Dispersive Networks' },
    outcomes:[ {n:'+145%',l:'qualified leads'}, {n:'+72%',l:'avg. deal size'}, {n:'12 wks',l:'research to live'} ],
  },
  digitalspark: {
    scope:'Design + dev + copywriting', timeline:'6 weeks',
    lede:'Digital Spark Weddings is a premium wedding photography and videography studio. Their site needed to showcase the emotional storytelling of their work while streamlining the booking and inquiry process.',
    brief:[
      'Digital Spark wanted a portfolio site that <strong>doesn\'t feel like a portfolio</strong> — it needed to feel like an experience, a journey. The work itself (the photos and videos) should be the hero, but the site structure needs to guide couples from "exploring options" to "let\'s book this" smoothly.',
      'Traditional wedding photography sites can feel stiff and template-heavy. Digital Spark needed something that felt <strong>intimate, curated, and premium</strong> while remaining accessible to couples at different experience levels.',
    ],
    approach:[
      'Designed a <strong>portfolio-first layout</strong> on Squarespace with minimal text and maximum impact imagery. The homepage is a stunning gallery preview, followed by filtering options (wedding style, vibe, season). Each portfolio piece tells a micro-story — not just photos, but the emotion of the day.',
      'Built in <strong>seamless conversion pathways</strong>: from portfolio browsing to inquiry form to booking consultation. Testimonials are embedded contextually within portfolio pieces, so they feel earned rather than sales-y. Pricing is transparent but positioned as "let\'s talk about your day" rather than transaction-focused.',
    ],
    quote:{ q:'The new site captures exactly why couples choose us — it\'s not just technical skill, it\'s the way we see and tell the story of their day. Inquiry-to-booking conversion improved significantly, and couples are coming in with higher expectations (in a good way) about what we deliver.', who:'Creative Director, Digital Spark Weddings' },
    outcomes:[ {n:'+86%',l:'qualified inquiries'}, {n:'+42%',l:'conversion rate'}, {n:'6 wks',l:'concept to launch'} ],
  },
  teachplaylearn: {
    scope:'Design + dev + content strategy', timeline:'14 weeks',
    lede:'Teach Play Learn is an education company offering in-home tutoring, summer programs, and skill-building for K-12 families. Their site needed to balance appeal to parents, educators, and children while clearly communicating services and building trust.',
    brief:[
      'Teach Play Learn had a strong mission but their site didn\'t reflect the <strong>warmth, professionalism, and expertise</strong> that makes them unique. The audience is fragmented: busy parents making decisions, educators evaluating partnerships, and children who should feel welcomed.',
      'The goal: create a site that <strong>educates families about the approach</strong> (not just selling a service) while making the enrollment process frictionless. Build community and trust through storytelling, not just testimonials.',
    ],
    approach:[
      'Designed a <strong>colorful, approachable site</strong> on Squarespace that splits naturally into sections: Our Story (founder narrative, philosophy), Services (hover-reveal product details), How It Works (step-by-step process that feels non-intimidating), and Resources (blog, guides, downloads that establish expertise).',
      'Used <strong>photography and video heavily</strong> to show real families, real moments, and the actual experience. Included an interactive "Personality Quiz" that helps parents self-segment (summer learners vs. year-round vs. special needs support). Built a resource library to turn the site into a destination, not just a sales tool.',
    ],
    quote:{ q:'Before this site, explaining what we do took multiple conversations. Now families understand our philosophy in minutes, and they\'re enrolling faster because they already feel like they\'re part of the community. Teachers and school partners also use the site to refer us confidently.', who:'Founder, Teach Play Learn' },
    outcomes:[ {n:'+127%',l:'enrollments YoY'}, {n:'+3.8x',l:'avg. session booking'}, {n:'14 wks',l:'discovery to deployment'} ],
  },
  wearesantamonica: {
    scope:'Design + dev + content strategy', timeline:'16 weeks',
    lede:'We Are Santa Monica is a comprehensive initiative addressing homelessness and community wellbeing in Santa Monica. The site serves as a hub for residents, nonprofits, government agencies, and community partners to coordinate resources, learn about services, and get involved.',
    brief:[
      'Santa Monica\'s homelessness crisis is complex and requires coordinated action across dozens of organizations. The city needed a <strong>single, authoritative resource hub</strong> that could consolidate information about available services, volunteer opportunities, funding, and community initiatives — while remaining accessible and non-judgmental for people experiencing homelessness.',
      'The challenge: build a site that serves <strong>multiple audiences simultaneously</strong> (residents, service providers, government, nonprofits, homeless individuals) without talking down to any of them. Information architecture had to be crystal clear, content deeply researched, and pathways to action obvious.',
    ],
    approach:[
      'Built on a custom CMS with <strong>audience-first navigation</strong>: different landing pages for Residents, Service Providers, Get Involved, and Resources. Each audience sees the most relevant information immediately, with clear CTAs (donate, volunteer, access services, read stories).',
      'Used <strong>storytelling as trust-building</strong>: community member profiles (stories from people experiencing homelessness, service workers, volunteers) humanize the issue and show real impact. Impact metrics (985 people housed, $1.4M invested) validate the approach. Resource library with downloadable guides, reports, and data.',
    ],
    quote:{ q:'This site has fundamentally changed how we coordinate. Before, information was scattered. Now service providers, nonprofits, and residents can all find what they need. Quarterly check-ins show +42% increase in volunteer applications and +34% in donation inquiries.', who:'Community Development Director, City of Santa Monica' },
    outcomes:[ {n:'+42%',l:'volunteer applications'}, {n:'+34%',l:'donation inquiries'}, {n:'+68%',l:'service provider partnerships'} ],
  },
  greenandred: {
    scope:'Design + dev + e-commerce', timeline:'10 weeks',
    lede:'Green and Red Vineyard is a boutique winery in Napa Valley specializing in sustainable, small-batch wines. Their site needed to showcase three distinct vineyard locations, build the wine club, and position them as a premium but approachable producer.',
    brief:[
      'Green and Red had a strong wine portfolio but an outdated site that didn\'t reflect their quality or sustainability story. They needed to <strong>tell the story of three vineyards</strong> (each with distinct terroir and history), showcase wines with detailed tasting notes and pairing suggestions, and make wine club enrollment frictionless.',
      'The wine market is crowded. Differentiation comes from authenticity, education, and the founder\'s story. The site needed to feel <strong>premium but not pretentious</strong> — accessible to enthusiasts while impressing serious collectors.',
    ],
    approach:[
      'Designed a <strong>vineyard-as-hero layout</strong> on Squarespace: large, cinematic photography of each vineyard, followed by detailed descriptions (geology, climate, history, philosophy). Wine inventory organized by vineyard + type, with deep tasting notes, food pairings, and buy buttons.',
      'Built a <strong>streamlined wine club flow</strong>: one-click signup for different club tiers (red, white, mixed). Educational content (vinification process, terroir explanations, pairing guides) positioned them as educators, not just sellers. Email automation for club members with monthly releases and exclusive events.',
    ],
    quote:{ q:'The new site tells our story the way we see ourselves — serious about quality but human about it. Wine club memberships grew 3x in the first year, and we\'re getting interest from sommeliers and wine educators for partnerships.', who:'Owner, Green and Red Vineyard' },
    outcomes:[ {n:'+300%',l:'wine club signups'}, {n:'+156%',l:'direct sales'}, {n:'+89%',l:'wholesale inquiries'} ],
  },
  leolawellness: {
    scope:'Design + dev + course platform', timeline:'12 weeks',
    lede:'Leola Wellness is a holistic health coaching practice offering 1-on-1 coaching, workshops, and digital courses. The site needed to position the founder as an expert, streamline client booking, and launch digital products.',
    brief:[
      'Leola had built a strong coaching practice through word-of-mouth and referrals but couldn\'t scale beyond her availability. The site needed to <strong>showcase her expertise and philosophy</strong>, offer self-serve booking for coaching, and provide a <strong>digital course platform</strong> for passive income.',
      'The challenge: balance the intimate, personalized nature of wellness coaching with scalable digital offerings. The site had to feel warm and human (not clinical or corporate) while also appearing professional and trustworthy to health-conscious audiences.',
    ],
    approach:[
      'Designed a <strong>founder-forward homepage</strong> with large video of Leola introducing her approach, followed by clear service tiers: 1-on-1 coaching (with Calendly booking), group workshops, and digital courses. Built a <strong>simple course shop</strong> with learning modules, progress tracking, and community forum.',
      'Used <strong>educational content to build authority</strong>: blog posts on wellness topics, downloadable guides, testimonials from clients showing before/after transformations. Email sequences for course buyers and coaching prospects. Integration with payment processors and scheduling tools to run the business seamlessly.',
    ],
    quote:{ q:'Before this site, I turned away 2-3 clients a week because I had no capacity. Now I sell digital courses to people who want to start the journey themselves, and I have a clearer pipeline for high-ticket coaching clients. It\'s allowed me to scale without losing the personal touch.', who:'Founder, Leola Wellness' },
    outcomes:[ {n:'+215%',l:'coaching inquiries'}, {n:'+450%',l:'digital course revenue'}, {n:'+180%',l:'avg. client lifetime value'} ],
  },
  oldsuffolkpunch: {
    scope:'Design + dev + reservation system', timeline:'8 weeks',
    lede:'Old Suffolk Punch is a historic pub and restaurant in England. The site needed to showcase the venue for events/private hire, enable table reservations, and build community around the pub\'s food and drink offerings.',
    brief:[
      'Old Suffolk Punch had historic charm but a website that didn\'t reflect it. They needed to <strong>showcase the venue\'s character</strong> for corporate events, private parties, and weddings, while also driving regular table reservations and promoting their food/drink program.',
      'The opportunity: position the pub as more than just a place to drink — it\'s a destination for celebrations, corporate functions, and dining experiences. The site needed to inspire people to visit while making it easy to book.',
    ],
    approach:[
      'Built a <strong>storytelling-first site</strong> with immersive photography of the historic interior, cozy corners, and food. Clear navigation to different use cases: Dine with Us (menu + reservations), Events & Private Hire (with inquiry form and gallery of past events), and Drinks & Atmosphere (highlighting the bar, craft selection, and community vibe).',
      'Integrated <strong>OpenTable for reservations</strong>, a photo gallery of events, and a downloadable events menu. Monthly newsletter signup for locals interested in food/wine events. Reviews and testimonials from past events and regular diners to build credibility.',
    ],
    quote:{ q:'The site has completely changed how people discover us. We\'re now booking events we would never have found before — weddings, corporate meetings, product launches. Regular reservations are up 65%, and the event business is our fastest-growing revenue stream.', who:'Owner, Old Suffolk Punch' },
    outcomes:[ {n:'+65%',l:'table reservations'}, {n:'+185%',l:'event bookings'}, {n:'+52%',l:'avg. event value'} ],
  },
  'creative-breed': {
    scope:'Design + dev', timeline:'5 weeks',
    lede:'A creative studio that briefs beautiful work for everyone else and had, predictably, neglected its own website for four years.',
    brief:[
      'Creative Breed are a branding studio whose own site was a cobbler\'s-children situation: an old one-pager that undersold the work badly. The new site had to carry a portfolio that\'s genuinely excellent without getting in its way.',
      'The mandate was restraint. Big imagery, confident type, and a structure that lets the case studies do the talking — a frame for the work, not a competitor to it.',
    ],
    approach:[
      'I designed the whole thing as a <strong>gallery, not a brochure</strong>: generous whitespace, oversized project thumbnails, and a type system that whispers so the work can speak.',
      'Built on Squarespace so the team can publish new projects themselves without calling me — which, for a studio that ships constantly, was the entire point.',
    ],
    quote:{ q:'She thinks like a designer, codes like a developer, and replies to emails faster than my project manager. Hire her, then hire her again.', who:'Theo R., creative director, Creative Breed' },
    outcomes:[ {n:'4 yrs',l:'overdue, finally fixed'}, {n:'2×',l:'inbound project leads'}, {n:'100%',l:'self-published since'} ],
  },
  ember: {
    scope:'Design + dev', timeline:'6 weeks',
    lede:'A home-goods shop with gorgeous product photography trapped inside a theme that shrank it to thumbnails.',
    brief:[
      'Ember & Beam sell warm, tactile home goods and had the photos to prove it — wasted on a grid of tiny cards. They wanted the site to feel like flipping through a well-made catalog.',
      'The job: let the photography breathe, make browsing feel unhurried, and keep the checkout as frictionless as it already was.',
    ],
    approach:[
      'I rebuilt the collection pages around <strong>large, staggered imagery</strong> and slowed the whole rhythm down — fewer products per screen, more room each. Shopping became browsing.',
      'Product pages got a "in your room" context shot and honest dimensions up top, because the number one return reason was "smaller than I thought."',
    ],
    quote:{ q:'Maia made the whole process feel weirdly easy. We launched in three weeks and the site still looks better than anything we briefed her on.', who:'Sasha L., founder, Ember & Beam' },
    outcomes:[ {n:'+41%',l:'add-to-cart rate'}, {n:'−28%',l:'size-related returns'}, {n:'3 wks',l:'to launch'} ],
  },
  edupreneurs: {
    scope:'Design + dev', timeline:'8 weeks',
    lede:'A membership platform for course creators that needed to feel like a community, not a paywall.',
    brief:[
      'Edupreneurs runs a paid membership and wanted the marketing site to convey belonging before billing. The old site led with the price and lost people there.',
      'The brief: warmth first, logistics second. Make the free orbit generous enough that joining feels like the natural next step.',
    ],
    approach:[
      'Built on Squarespace with member areas, I led with <strong>faces and outcomes</strong> — real members, real wins — and pushed pricing down to where it answers a question the visitor is finally ready to ask.',
      'A resource library sits outside the paywall as a taste of the inside, doing the convincing the sales copy used to attempt alone.',
    ],
    quote:{ q:'Our trial-to-paid rate jumped the week we launched. People finally understood what they were joining before they saw a price.', who:'Nadia F., Edupreneurs' },
    outcomes:[ {n:'+38%',l:'trial-to-paid'}, {n:'+50%',l:'time before pricing'}, {n:'1 lib',l:'free, outside the wall'} ],
  },
  powerofyou: {
    scope:'Design + dev', timeline:'6 weeks',
    lede:'A life coach wanted a site that conveyed expertise without intimidation — science-grounded but warm, professional but human.',
    brief:[
      'Power of YOU is grounded in behavioral science and human design, but the coach needed her site to match that warmth. She needed strangers to feel they could have a real conversation before booking a call.',
      'The brief was tone above all else: credible but approachable, confident but not cold. Build trust, then get them on a call.',
    ],
    approach:[
      'I designed the site around <strong>clarity and conversation</strong> — a homepage that explains what coaching is and why it works, a process section that erases the mystery of "what happens next," and a booking flow that feels like the start of a relationship, not a sales funnel.',
      'Built on Squarespace with integrated scheduling, so a first-time visitor can go from curious to calendared in under five minutes. Real photos and real language replaced stock-photo sterility.',
    ],
    quote:{ q:'Maia captured the exact vibe I was going for — warm, professional, approachable. She took my vision and made it even better. Booking calls has never been easier.', who:'Diane M., Power of YOU' },
    outcomes:[ {n:'+45%',l:'clarity call bookings'}, {n:'6 wks',l:'start to launch'}, {n:'1',l:'seamless booking'} ],
  },
  lacausa: {
    scope:'Design + dev', timeline:'7 weeks',
    lede:'An apparel brand whose lookbook energy died the moment it hit a conventional Shopify grid.',
    brief:[
      'Lacausa shoots stunning seasonal lookbooks and then funneled all that mood into a generic product grid. The brand evaporated at exactly the moment of purchase.',
      'The goal: carry the editorial feeling all the way to the add-to-cart button without slowing anyone down.',
    ],
    approach:[
      'I built collection pages that open like a <strong>lookbook spread</strong> and resolve into a shoppable grid as you scroll — mood first, merch second, no hard seam between them.',
      'Product pages keep the styling context: this piece, on a person, in the world, with the buy button never more than a thumb-reach away.',
    ],
    quote:{ q:'Finally a store that feels like our brand instead of fighting it. The lookbook and the shop are the same thing now.', who:'Priya M., Lacausa' },
    outcomes:[ {n:'+29%',l:'units per order'}, {n:'+44%',l:'lookbook → product'}, {n:'1',l:'seamless experience'} ],
  },

  parkcounty: {
    scope:'Design + dev', timeline:'6 weeks',
    lede:'A tourism board sitting on incredible photography and a website that did it a genuine disservice.',
    brief:[
      'Explore Park County needed to turn "we have mountains" into "come to our mountains." The assets were spectacular; the old site reduced them to a list of links.',
      'Build a site that makes someone book a trip — and that a small non-profit team can keep current through the seasons.',
    ],
    approach:[
      'Full-bleed <strong>landscape photography</strong> drives the whole experience, with seasonal itineraries that update themselves as the calendar turns. The site sells the feeling of being there.',
      'On Squarespace so the board\'s two-person team can swap hero images and events without a developer, ever.',
    ],
    quote:{ q:'Visitors tell us they booked the trip because of the website. That sentence is worth the entire project.', who:'Dana R., Explore Park County' },
    outcomes:[ {n:'+73%',l:'itinerary views'}, {n:'2 people',l:'keep it current'}, {n:'4 seasons',l:'self-updating'} ],
  },
};

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