:root {
  --ink: #000000;
  --muted: #5f5f5b;
  --line: #deded9;
  --paper: #ffffff;
  --card: #ffffff;
  --accent: #000000;
  --accent-deep: #000000;
  --accent-pale: #ecece8;
  --sage-pale: #f1f1ee;
  --blue-pale: #f6f6f3;
  --max: 1180px;
  --radius: 20px;
}

* {
  box-sizing: border-box;
}

html {
  scroll-behavior: smooth;
}

body {
  margin: 0;
  color: var(--ink);
  background: var(--paper);
  font-family: "Figtree", system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", sans-serif;
  font-size: 16px;
  line-height: 1.55;
  -webkit-font-smoothing: antialiased;
}

a {
  color: inherit;
}

button,
a {
  -webkit-tap-highlight-color: transparent;
}

.skip-link {
  position: fixed;
  top: 12px;
  left: 12px;
  z-index: 100;
  padding: 10px 14px;
  border-radius: 8px;
  background: var(--ink);
  color: white;
  transform: translateY(-150%);
  transition: transform 180ms ease;
}

.skip-link:focus {
  transform: translateY(0);
}

.shell {
  width: min(calc(100% - 48px), var(--max));
  margin-inline: auto;
}

.masthead {
  display: flex;
  align-items: center;
  justify-content: space-between;
  min-height: 88px;
  border-bottom: 1px solid var(--line);
}

.identity {
  display: flex;
  align-items: baseline;
  gap: 12px;
  text-decoration: none;
}

.identity-name {
  font-size: 16px;
  font-weight: 700;
}

.identity-role {
  color: var(--muted);
  font-size: 13px;
}

.nav {
  display: flex;
  gap: 26px;
  font-size: 13px;
  font-weight: 600;
}

.nav a {
  text-decoration: none;
}

.nav a:hover,
.nav a:focus-visible {
  opacity: 0.58;
}

.hero {
  padding: 106px 0 80px;
}

.eyebrow,
.case-number {
  margin: 0 0 18px;
  color: var(--ink);
  font-size: 12px;
  font-weight: 700;
  letter-spacing: 0.11em;
  text-transform: uppercase;
}

.hero-grid {
  display: grid;
  grid-template-columns: minmax(0, 1.42fr) minmax(290px, 0.58fr);
  gap: 72px;
  align-items: end;
}

.hero h1 {
  margin: 0;
  font-size: clamp(50px, 6.2vw, 76px);
  font-weight: 500;
  letter-spacing: -0.045em;
  line-height: 0.99;
}

.hero-copy {
  margin: 0;
  color: #343431;
  font-size: clamp(17px, 1.6vw, 20px);
  line-height: 1.48;
}

.role-note {
  margin-top: 30px;
  padding-top: 20px;
  border-top: 1px solid var(--line);
}

.role-note span {
  font-size: 12px;
  font-weight: 700;
  letter-spacing: 0.08em;
  text-transform: uppercase;
}

.role-note p {
  margin: 10px 0 0;
  color: var(--muted);
  font-size: 14px;
}

.throughline {
  display: grid;
  grid-template-columns: repeat(4, 1fr);
  padding: 8px;
  border: 0;
  border-radius: var(--radius);
  background: #f3f3f0;
}

.throughline-step {
  min-height: 132px;
  padding: 22px;
}

.throughline-step + .throughline-step {
  border-left: 1px solid #d5d5d0;
}

.throughline-step span {
  color: var(--ink);
  font-size: 12px;
  font-weight: 700;
}

.throughline-step p {
  max-width: 170px;
  margin: 30px 0 0;
  font-size: 18px;
  font-weight: 600;
  line-height: 1.25;
}

.work {
  padding: 92px 0 0;
}

.case {
  padding: 0 0 98px;
}

.case + .case {
  padding-top: 92px;
  border-top: 1px solid var(--line);
}

.case-header {
  display: grid;
  grid-template-columns: minmax(0, 1.55fr) minmax(260px, 0.7fr);
  gap: 64px;
  align-items: end;
  margin-bottom: 48px;
}

.case-header h2,
.supporting-copy h2,
.closing h2,
.dialog-content h2 {
  margin: 0;
  font-size: clamp(34px, 4.5vw, 58px);
  font-weight: 500;
  letter-spacing: -0.035em;
  line-height: 1.05;
}

.case-thesis {
  margin: 0;
  color: var(--muted);
  font-size: 18px;
}

.case-grid {
  display: grid;
  grid-template-columns: minmax(0, 0.95fr) minmax(390px, 1.05fr);
  gap: 46px;
  align-items: start;
}

.case-grid.reverse .case-story {
  order: 2;
}

.case-grid.reverse .decision-visual {
  order: 1;
}

.case-block {
  padding: 0 0 24px;
}

.case-block + .case-block {
  padding-top: 24px;
  border-top: 1px solid var(--line);
}

.case-block h3 {
  margin: 0 0 9px;
  font-size: 12px;
  font-weight: 700;
  letter-spacing: 0.08em;
  text-transform: uppercase;
}

.case-block p,
.case-block ol {
  margin: 0;
  color: #444440;
  font-size: 17px;
}

.case-block p + p {
  margin-top: 13px;
}

.case-block ol {
  padding-left: 21px;
}

.case-block li + li {
  margin-top: 10px;
}

.outcome-block {
  margin-bottom: 2px;
}

.scope-note {
  color: var(--muted) !important;
  font-size: 14px !important;
}

.text-link {
  display: inline-flex;
  align-items: center;
  gap: 8px;
  margin-top: 22px;
  padding-bottom: 4px;
  border-bottom: 1px solid currentColor;
  color: var(--ink);
  font-size: 14px;
  font-weight: 700;
  text-decoration: none;
}

.text-link:hover,
.text-link:focus-visible {
  opacity: 0.58;
}

.text-button {
  padding-top: 0;
  padding-right: 0;
  padding-left: 0;
  background: none;
  border-top: 0;
  border-right: 0;
  border-left: 0;
  cursor: pointer;
  font-family: inherit;
}

.link-row {
  display: flex;
  flex-wrap: wrap;
  gap: 4px 24px;
}

.secondary-link {
  color: var(--muted);
}

.decision-visual {
  position: sticky;
  top: 24px;
  overflow: hidden;
  padding: 26px;
  border: 1px solid var(--line);
  border-radius: var(--radius);
  background: var(--card);
  box-shadow: none;
}

.visual-label {
  margin-bottom: 24px;
  color: var(--muted);
  font-size: 11px;
  font-weight: 700;
  letter-spacing: 0.1em;
  text-transform: uppercase;
}

.choice {
  padding: 20px;
  border: 1px solid var(--line);
  border-radius: 14px;
}

.choice + .choice {
  margin-top: 12px;
}

.choice-topline {
  display: flex;
  align-items: center;
  justify-content: space-between;
  gap: 16px;
  font-size: 15px;
  font-weight: 700;
}

.signal {
  flex: 0 0 auto;
  padding: 5px 8px;
  border-radius: 999px;
  background: rgba(255, 255, 255, 0.7);
  color: var(--muted);
  font-size: 10px;
  letter-spacing: 0.04em;
  text-transform: uppercase;
}

.choice p {
  margin: 10px 0 20px;
  color: var(--muted);
  font-size: 14px;
}

.choice-result {
  padding-top: 12px;
  border-top: 1px solid rgba(30, 30, 28, 0.12);
  font-size: 13px;
  font-weight: 600;
}

.muted-choice {
  background: #f5f5f2;
}

.selected-choice {
  border-color: #b9b9b4;
  background: var(--accent-pale);
}

.selected-choice .signal {
  color: var(--ink);
}

.evidence-row {
  display: grid;
  grid-template-columns: repeat(4, 1fr);
  gap: 10px;
  margin-top: 18px;
}

.evidence-row div {
  padding: 12px 10px;
  border-top: 1px solid var(--line);
}

.evidence-row span {
  display: block;
  font-size: 24px;
  font-weight: 600;
}

.evidence-row p {
  margin: 3px 0 0;
  color: var(--muted);
  font-size: 11px;
  line-height: 1.25;
}

.signal-cloud,
.source-grid {
  display: flex;
  flex-wrap: wrap;
  gap: 8px;
}

.signal-cloud span,
.source-grid span {
  padding: 7px 10px;
  border: 1px solid var(--line);
  border-radius: 999px;
  background: #f5f5f2;
  color: #4f4f4b;
  font-size: 11px;
  font-weight: 600;
}

.identity-core {
  margin: 22px 0;
  padding: 24px;
  border-radius: 15px;
  background: var(--accent);
  color: white;
}

.identity-core small,
.identity-core strong {
  display: block;
}

.identity-core small {
  margin-bottom: 18px;
  font-size: 10px;
  font-weight: 700;
  letter-spacing: 0.08em;
  text-transform: uppercase;
}

.identity-core strong {
  font-size: 28px;
  font-weight: 600;
  letter-spacing: -0.02em;
}

.identity-core p {
  max-width: 360px;
  margin: 8px 0 0;
  color: rgba(255, 255, 255, 0.83);
  font-size: 13px;
}

.activation-paths {
  display: grid;
  grid-template-columns: 1fr 1fr;
  gap: 12px;
}

.activation-paths div {
  padding: 18px;
  border-radius: 13px;
  background: #f1f1ed;
}

.activation-paths div:last-child {
  background: #e7e7e3;
}

.activation-paths span,
.revenue-result span,
.audience-grid span,
.proof-grid span,
.dialog-grid span,
.dialog-result span {
  font-size: 11px;
  font-weight: 700;
  letter-spacing: 0.07em;
  text-transform: uppercase;
}

.activation-paths p,
.revenue-result p {
  margin: 10px 0 0;
  font-size: 14px;
}

.revenue-result {
  margin-top: 12px;
  padding: 18px;
  border: 1px solid var(--line);
  border-radius: 13px;
}

.process-line {
  display: grid;
  grid-template-columns: repeat(3, 1fr);
  gap: 1px;
  margin: 20px 0;
  overflow: hidden;
  border: 1px solid var(--line);
  border-radius: 13px;
  background: var(--line);
}

.process-line div {
  min-height: 112px;
  padding: 17px;
  background: #f6f6f3;
}

.process-line span,
.process-line small {
  display: block;
}

.process-line span {
  margin-bottom: 28px;
  font-size: 14px;
  font-weight: 700;
}

.process-line small {
  color: var(--muted);
  font-size: 11px;
  line-height: 1.3;
}

.audience-grid {
  display: grid;
  grid-template-columns: repeat(3, 1fr);
  gap: 10px;
}

.audience-grid div {
  padding: 16px;
  border-radius: 12px;
  background: #f0f0ec;
}

.audience-grid div:nth-child(2) {
  background: #e7e7e3;
}

.audience-grid div:nth-child(3) {
  background: #f6f6f3;
}

.audience-grid p {
  margin: 10px 0 0;
  color: #454541;
  font-size: 12px;
  line-height: 1.35;
}

.related-proof {
  margin-bottom: 92px;
  padding-top: 88px;
  border-top: 1px solid var(--line);
}

.related-proof-header {
  display: grid;
  grid-template-columns: minmax(0, 1.3fr) minmax(260px, 0.7fr);
  gap: 64px;
  align-items: end;
  margin-bottom: 34px;
}

.related-proof-header h2 {
  max-width: 760px;
  margin: 0;
  font-size: clamp(34px, 4.5vw, 56px);
  font-weight: 500;
  letter-spacing: -0.035em;
  line-height: 1.05;
}

.related-proof-header > p {
  margin: 0;
  color: var(--muted);
  font-size: 17px;
}

.artifact-grid {
  display: grid;
  grid-template-columns: repeat(3, 1fr);
  gap: 10px;
}

.artifact-grid a {
  display: flex;
  min-height: 270px;
  flex-direction: column;
  padding: 24px;
  border-radius: 16px;
  background: #f2f2ef;
  text-decoration: none;
  transition: background 180ms ease, transform 180ms ease;
}

.artifact-grid a:nth-child(2) {
  background: #e9e9e5;
}

.artifact-grid a:nth-child(3) {
  background: #f7f7f4;
  border: 1px solid var(--line);
}

.artifact-grid a:hover,
.artifact-grid a:focus-visible {
  background: #deded9;
  transform: translateY(-2px);
}

.artifact-grid span,
.artifact-grid small {
  font-size: 11px;
  font-weight: 700;
  letter-spacing: 0.07em;
  text-transform: uppercase;
}

.artifact-grid h3 {
  margin: 34px 0 0;
  font-size: 24px;
  font-weight: 500;
  letter-spacing: -0.025em;
  line-height: 1.05;
}

.artifact-grid p {
  margin: 15px 0 24px;
  color: var(--muted);
  font-size: 14px;
  line-height: 1.45;
}

.artifact-grid small {
  margin-top: auto;
  color: var(--ink);
}

.supporting-proof {
  display: grid;
  grid-template-columns: minmax(0, 0.85fr) minmax(440px, 1.15fr);
  gap: 62px;
  margin-bottom: 106px;
  padding: 48px;
  border-radius: var(--radius);
  background: #000000;
  color: white;
}

.supporting-copy .case-number {
  color: #ffffff;
}

.supporting-copy h2 {
  font-size: clamp(34px, 4vw, 48px);
}

.supporting-copy > p:not(.case-number) {
  margin: 22px 0 0;
  color: #c9c9c4;
}

.supporting-copy .text-link {
  color: #ffffff;
}

.supporting-copy .text-link:hover,
.supporting-copy .text-link:focus-visible {
  color: white;
}

.proof-grid {
  display: grid;
  grid-template-columns: 1fr 1fr;
  gap: 12px;
}

.proof-grid div {
  min-height: 150px;
  padding: 20px;
  border: 1px solid #333333;
  border-radius: 13px;
  background: #111111;
}

.proof-grid span {
  color: #ffffff;
}

.proof-grid p {
  margin: 36px 0 0;
  color: #d8d8d2;
  font-size: 14px;
  line-height: 1.4;
}

.closing {
  padding: 98px 0 110px;
  border-top: 1px solid var(--ink);
}

.closing h2 {
  max-width: 970px;
  font-size: clamp(40px, 6vw, 72px);
}

.closing > p:not(.eyebrow) {
  max-width: 720px;
  margin: 28px 0 0;
  color: var(--muted);
  font-size: 19px;
}

.closing-links {
  display: flex;
  flex-wrap: wrap;
  gap: 12px;
  margin-top: 36px;
}

.primary-button,
.secondary-button {
  display: inline-flex;
  align-items: center;
  justify-content: center;
  min-height: 48px;
  padding: 0 20px;
  border: 1px solid var(--ink);
  border-radius: 999px;
  font-size: 13px;
  font-weight: 700;
  text-decoration: none;
}

.primary-button {
  background: var(--ink);
  color: white;
}

.primary-button:hover,
.primary-button:focus-visible {
  background: #333333;
  border-color: #333333;
}

.secondary-button:hover,
.secondary-button:focus-visible {
  background: white;
}

.footer {
  display: flex;
  justify-content: space-between;
  gap: 24px;
  padding: 24px 0 34px;
  border-top: 1px solid var(--line);
  color: var(--muted);
  font-size: 12px;
}

.process-dialog {
  width: min(calc(100% - 36px), 900px);
  max-height: min(86vh, 820px);
  padding: 0;
  overflow: auto;
  border: 0;
  border-radius: 20px;
  background: var(--paper);
  color: var(--ink);
  box-shadow: 0 30px 100px rgba(24, 24, 22, 0.3);
}

.process-dialog::backdrop {
  background: rgba(25, 25, 23, 0.66);
  backdrop-filter: blur(4px);
}

.dialog-close {
  position: sticky;
  top: 16px;
  z-index: 2;
  display: block;
  margin: 16px 16px 0 auto;
  padding: 8px 12px;
  border: 1px solid var(--line);
  border-radius: 999px;
  background: white;
  color: var(--ink);
  font: inherit;
  font-size: 12px;
  font-weight: 700;
  cursor: pointer;
}

.dialog-content {
  padding: 22px 50px 52px;
}

.dialog-content h2 {
  max-width: 760px;
  font-size: clamp(34px, 5vw, 54px);
}

.dialog-grid {
  display: grid;
  grid-template-columns: 1fr 1fr;
  gap: 12px;
  margin-top: 36px;
}

.dialog-grid section,
.dialog-result {
  padding: 20px;
  border: 1px solid var(--line);
  border-radius: 13px;
  background: white;
}

.dialog-grid p,
.dialog-result p {
  margin: 26px 0 0;
  color: var(--muted);
  font-size: 14px;
}

.dialog-result {
  margin-top: 12px;
  background: #ecece8;
}

.reveal {
  opacity: 0;
  transform: translateY(18px);
  transition: opacity 520ms ease, transform 520ms ease;
}

.reveal.is-visible {
  opacity: 1;
  transform: none;
}

@media (prefers-reduced-motion: reduce) {
  html {
    scroll-behavior: auto;
  }

  .reveal {
    opacity: 1;
    transform: none;
    transition: none;
  }
}

@media (max-width: 900px) {
  .hero {
    padding-top: 86px;
  }

  .hero-grid,
  .case-header,
  .case-grid,
  .related-proof-header,
  .supporting-proof {
    grid-template-columns: 1fr;
  }

  .artifact-grid {
    grid-template-columns: 1fr;
  }

  .artifact-grid a {
    min-height: 220px;
  }

  .hero-grid {
    gap: 38px;
  }

  .case-header {
    gap: 22px;
  }

  .case-grid.reverse .case-story,
  .case-grid.reverse .decision-visual {
    order: initial;
  }

  .decision-visual {
    position: relative;
    top: auto;
  }

  .supporting-proof {
    gap: 36px;
  }
}

@media (max-width: 680px) {
  .shell {
    width: min(calc(100% - 30px), var(--max));
  }

  .masthead {
    align-items: flex-start;
    min-height: 0;
    padding: 20px 0;
  }

  .identity {
    display: block;
  }

  .identity-role {
    display: block;
    margin-top: 2px;
    font-size: 11px;
  }

  .nav {
    gap: 14px;
  }

  .nav a:first-child {
    display: none;
  }

  .hero {
    padding: 72px 0 54px;
  }

  .hero h1 {
    font-size: clamp(43px, 13vw, 62px);
  }

  .hero-copy {
    font-size: 18px;
  }

  .role-note {
    margin-top: 28px;
  }

  .throughline {
    grid-template-columns: 1fr 1fr;
  }

  .throughline-step {
    min-height: 114px;
    padding: 18px 14px;
  }

  .throughline-step + .throughline-step {
    padding-left: 14px;
  }

  .throughline-step:nth-child(3) {
    padding-left: 0;
    border-left: 0;
    border-top: 1px solid var(--line);
  }

  .throughline-step:nth-child(4) {
    border-top: 1px solid var(--line);
  }

  .throughline-step p {
    margin-top: 20px;
    font-size: 15px;
  }

  .work {
    padding-top: 66px;
  }

  .case {
    padding-bottom: 74px;
  }

  .case + .case {
    padding-top: 66px;
  }

  .case-header {
    margin-bottom: 34px;
  }

  .case-header h2,
  .supporting-copy h2 {
    font-size: 38px;
  }

  .case-grid {
    gap: 34px;
  }

  .case-block p,
  .case-block ol {
    font-size: 16px;
  }

  .decision-visual {
    padding: 18px;
    border-radius: 16px;
  }

  .choice-topline {
    align-items: flex-start;
  }

  .evidence-row {
    grid-template-columns: 1fr 1fr;
  }

  .activation-paths,
  .process-line,
  .audience-grid,
  .proof-grid,
  .dialog-grid {
    grid-template-columns: 1fr;
  }

  .process-line {
    gap: 1px;
  }

  .process-line div {
    min-height: 94px;
  }

  .process-line span {
    margin-bottom: 18px;
  }

  .supporting-proof {
    margin-bottom: 78px;
    padding: 28px 22px;
  }

  .related-proof {
    margin-bottom: 66px;
    padding-top: 64px;
  }

  .related-proof-header {
    gap: 20px;
  }

  .related-proof-header h2 {
    font-size: 38px;
  }

  .proof-grid div {
    min-height: 125px;
  }

  .proof-grid p {
    margin-top: 24px;
  }

  .closing {
    padding: 74px 0 82px;
  }

  .closing h2 {
    font-size: 45px;
  }

  .footer {
    display: block;
  }

  .footer span {
    display: block;
  }

  .footer span + span {
    margin-top: 4px;
  }

  .dialog-content {
    padding: 12px 20px 34px;
  }
}