# Design skeleton — carolinefarrell.com

## 1. Brand DNA

### Business
- **Name:** Caroline Farrell Nutrition
- **What they do, for whom, where:** Registered Nutritionist providing evidence-based, practical, and personalised private nutrition consultations online and in London for individuals managing weight, gut health, menopause, fertility, plant-based diets, sports performance, and corporate wellness.
- **Offers:** Private nutrition consultations (online and in London) covering Weight Management, Gut Health, Menopause & Perimenopause, Fertility, Plant-Based Diets, Sports Nutrition, and Corporate Wellness.
- **The one action this page exists to cause:** Book a free 10-minute discovery call.
- **Contact and socials:** Discovery call booking link; Instagram (@carolinefarrellnutrition), Facebook, LinkedIn. No published email or telephone number.

### Brand
- **Colours:**
  - Cream: `#F8F8EE`
  - Slate Blue-Grey ("Blueberry"): `#4F6070`
  - Deep Slate: `#425762`
  - Pale Blue: `#C0DFE4`
  - Off-White / Pure White (accent): `#FFFFFF`
- **Fonts:** Display: *Playfair Display* (editorial, refined, credible). Body: *Plus Jakarta Sans* (clear, warm, legible).
- **Logo:** Open leaf drawn in a single outline centred directly above the two-line letterspaced wordmark "CAROLINE FARRELL" over "NUTRITION" in slate blue-grey (`#4F6070`, `assets/logo.webp`) on light grounds, and knocked out in cream (`#F8F8EE`, `assets/logo-reverse.webp`) on dark grounds. Leaf icon on transparent (`assets/favicon.webp`).

### Assets
| file | subject | px | luminance | dominant colours | plain backdrop | full-bleed at 1440 |
|---|---|---|---|---|---|---|
| `assets/logo.webp` | Caroline Farrell Nutrition primary logo | 419x171 | 0.101 | #010102(73%), #4e5f6e(24%), #3b4550(1%) | yes | no |
| `assets/logo-reverse.webp` | Caroline Farrell Nutrition cream reverse logo | 426x172 | 0.265 | #010101(73%), #f7f6ee(24%), #5d5c5a(2%) | yes | no |
| `assets/favicon.webp` | Leaf icon only | 192x192 | 0.125 | #010202(63%), #435863(34%), #36454c(2%) | yes | no |
| `assets/portrait-01.webp` | Caroline in kitchen slicing fruit | 562x737 | 0.604 | #d7dbdf(73%), #aba9a7(16%), #182756(10%) | no | no |
| `assets/portrait-02.webp` | Caroline black-and-white outdoors by brick wall | 960x1636 | 0.324 | #181818(50%), #606060(36%), #969696(13%) | no | no |
| `assets/work-01.webp` | Frozen yoghurt bark with berries and chocolate | 2992x2992 | 0.626 | #d0d6da(61%), #a1a5a8(27%), #636569(11%) | no | yes |
| `assets/work-02.webp` | Homemade granola in glass jar | 1440x1440 | 0.670 | #dddfe0(84%), #afa699(8%), #5c2a1a(7%) | no | yes |
| `assets/work-03.webp` | Oat and chocolate cookies on wire rack | 1440x1440 | 0.599 | #d0d0cd(69%), #a9a8a3(22%), #6c645a(8%) | no | yes |
| `assets/work-04.webp` | Porridge bowl with blueberries and nut butter | 1440x1440 | 0.649 | #dedfdb(79%), #a9a69d(12%), #686254(8%) | no | yes |
| `assets/work-05.webp` | Banana loaves on wire rack | 1440x1440 | 0.605 | #dde3ea(79%), #9fa3a6(11%), #a3542a(9%) | no | yes |
| `assets/work-06.webp` | Rabbit-shaped fruit biscuits | 1440x1440 | 0.612 | #9c9fa7(72%), #c3cad8(15%), #b2b9c7(11%) | no | yes |
| `assets/work-07.webp` | Air-fryer scones with strawberries | 1440x1440 | 0.576 | #a4a2a2(62%), #d5d5d7(24%), #686563(12%) | no | yes |
| `assets/work-08.webp` | Fruit brack loaf with tea mug | 1440x1440 | 0.561 | #dcdee2(76%), #a5621d(14%), #120d09(9%) | no | yes |
| `assets/work-09.webp` | Chocolate tofu pudding in jar | 1440x1440 | 0.457 | #979ba8(75%), #665d5b(13%), #271714(11%) | no | yes |
| `assets/work-10.webp` | Hand holding apple-cinnamon muffin | 1440x1440 | 0.523 | #d9a059(68%), #582819(15%), #9f6324(15%) | no | yes |
| `assets/work-11.webp` | Yoghurt bowl with compote and fruit | 1440x1440 | 0.766 | #eff2ec(87%), #21130f(7%), #aba69f(4%) | no | yes |
| `assets/work-12.webp` | Overnight oats, brownie and book | 2293x2293 | 0.570 | #dddad7(77%), #aca79d(14%), #57271c(8%) | no | yes |
| `assets/work-14.webp` | Teaching kitchen cookery session | 1440x1440 | 0.532 | #a6a5a5(76%), #daa051(12%), #a06d58(11%) | no | yes |
| `assets/press-bbc.webp` | BBC logo | 300x86 | 0.000 | #000000(100%) | yes | no |
| `assets/press-channel4.webp` | Channel 4 logo | 186x256 | 0.068 | #000000(57%), #192c47(39%), #111826(3%) | yes | no |
| `assets/press-guardian.webp` | The Guardian masthead | 300x98 | 0.042 | #111111(53%), #020202(46%), #494949(0%) | yes | no |
| `assets/press-independent-ie.webp` | Independent.ie logo with harp | 300x300 | 0.874 | #fcfcfc(87%), #016435(10%), #101010(2%) | yes | no |
| `assets/press-telegraph.webp` | The Telegraph masthead | 300x48 | 0.000 | #000000(100%) | yes | no |

## 2. Art direction

- **Concept:** *Clinical rigor meets kitchen warmth* — a serene, luminous editorial journal blending evidence-based clinical credentials with everyday, doable nutrition.
- **Palette:**
  - Ground: Cream (`#F8F8EE`), Pale Blue tint (`#C0DFE4` at soft opacities), Dark Slate (`#425762` for grounding contrast sections)
  - Ink: Slate Blue-Grey (`#4F6070`) and Deep Slate (`#425762`) on light grounds; Cream (`#F8F8EE`) on dark grounds
  - Accent: Pale Blue (`#C0DFE4`) for highlighting plates, key lines, and quote cards
- **Type:**
  - Display: *Playfair Display* (deliberate editorial presence for section titles and headline quotes)
  - Body: *Plus Jakarta Sans* (clear, crisp humanist grotesk for clinical descriptions and reviews)
  - Typographic move: a two-typeface lockup combining italicized serif display accents alongside clean uppercase sans sub-headers
- **Image language:** *matted* — all photography sits inside generous, warm cream frames with subtle hairline borders, preserving documentary authenticity without clinical harshness.
- **Motion language:**
  - *scroll reveal*: subtle 16px upward fade for content groups as they cross 15% viewport threshold.
  - *hover states*: interactive buttons gently shift background tint and elevation; food plates lift slightly with subtle scale (1.02x).
  - *marquee*: continuous smooth horizontal glide for featured press publications and client recognition.
- **Layout habits:** Strict asymmetrical two-column splits balancing clinical copy against matted photography; calm breathing margins; framed quote callouts on `#C0DFE4` tinted grounds.

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient visitor, establish identity, and provide one clear direct booking CTA | Registered Nutritionist, Caroline Farrell Nutrition | `assets/logo.webp` | cut |
| 2 | hero | Deliver primary value proposition, authority, and invitation to book | What I do: | `assets/portrait-01.webp` | ground change |
| 3 | press | Validate professional authority and high-profile media trust | I've been featured by | `assets/press-bbc.webp`, `assets/press-channel4.webp`, `assets/press-telegraph.webp`, `assets/press-guardian.webp`, `assets/press-independent-ie.webp` | ground change |
| 4 | positioning | Articulate core philosophy of realistic, enjoyable, evidence-based nutrition | Practical and Personalised | `assets/work-01.webp`, `assets/work-11.webp` | cut |
| 5 | offer | Detail the key areas of clinical specialism and tailored support | What I help people with: | `assets/work-04.webp`, `assets/work-02.webp`, `assets/work-07.webp` | ground change |
| 6 | proof | Provide high-impact emotional resonance from a real transformed client | One from a client: | none | ground change |
| 7 | about | Establish credentials, extensive clinical tenure, and Premier League background | About me: / My experience, how I usually put it: | `assets/portrait-02.webp` | cut |
| 8 | proof | Provide overwhelming peer validation across diverse goals and long-term results | And these are my Google reviews, twenty of them, all five stars. | none | ground change |
| 9 | cta | Drive the single intended action: the free discovery call | Booking: | `assets/work-10.webp` | ground change |
| 10 | footer | Close page with brand mark, scope statement, and social connection | Registered Nutritionist, Caroline Farrell Nutrition / Instagram | `assets/logo-reverse.webp` | cut |

## 4. Section specs

### 4.1 nav
- **Layout pattern:** hung from an edge
- **Ingredients:** Primary logo lockup (leaf centered above name), navigation indicator ("London & Online"), primary booking button.
- **Asset and tool:** `assets/logo.webp`, resize (width 160px).
- **Motion:** hover states on booking button.
- **Copy:**
  - Logo: "CAROLINE FARRELL NUTRITION"
  - CTA: "Book a free discovery call"

### 4.2 hero
- **Layout pattern:** side-by-side
- **Ingredients:** Headline, credential subhead, supporting paragraph, primary CTA button, matted portrait.
- **Asset and tool:** `assets/portrait-01.webp`, crop (ratio 4:5), resize (width 520px).
- **Motion:** scroll reveal on entry; hover states on CTA.
- **Copy:**
  - "Registered Nutritionist in London and Online"
  - "Personalised nutrition support to help you improve your health, energy and wellbeing. With over 15 years' experience, more than 2,500 consultations delivered, and five seasons as a nutritionist in the Premier League, I provide evidence-based nutrition support tailored to your individual goals."
  - "Helping you improve your health through practical, personalised nutrition."
  - CTA Button: "Book a free discovery call"

### 4.3 press
- **Layout pattern:** stacked column
- **Ingredients:** Eyebrow header, horizontal flex row of media logos.
- **Asset and tool:**
  - `assets/press-bbc.webp`, resize (width 100px)
  - `assets/press-channel4.webp`, resize (width 60px)
  - `assets/press-telegraph.webp`, resize (width 150px)
  - `assets/press-guardian.webp`, resize (width 140px)
  - `assets/press-independent-ie.webp`, resize (width 130px)
- **Motion:** marquee across viewports.
- **Copy:**
  - "I've been featured by BBC, Channel 4, The Telegraph, The Guardian and Independent.ie."

### 4.4 positioning
- **Layout pattern:** overlap
- **Ingredients:** Philosophy statement callout card over two matted food photography plates.
- **Asset and tool:**
  - `assets/work-01.webp`, crop (ratio 1:1), resize (width 420px)
  - `assets/work-11.webp`, crop (ratio 1:1), resize (width 380px)
- **Motion:** scroll reveal on scroll entry; hover states on matted plates.
- **Copy:**
  - "Practical and Personalised — Evidence-based nutrition advice tailored to your lifestyle, preferences and goals."

### 4.5 offer
- **Layout pattern:** split
- **Ingredients:** Category list with titles and descriptions on one side; curated gallery of matted meal plates on the other.
- **Asset and tool:**
  - `assets/work-04.webp`, crop (ratio 1:1), resize (width 320px)
  - `assets/work-02.webp`, crop (ratio 1:1), resize (width 320px)
  - `assets/work-07.webp`, crop (ratio 1:1), resize (width 320px)
- **Motion:** scroll reveal on category items; hover states on food plates.
- **Copy:**
  - "What I help people with:"
  - "Weight Management — Sustainable weight loss and healthy habits without restrictive dieting."
  - "Gut Health — Support for IBS, bloating, reflux, constipation and digestive discomfort."
  - "Menopause & Perimenopause — Support for fatigue, weight gain, brain fog, poor sleep and hot flushes."
  - "Fertility — Nutrition support to optimise fertility and prepare your body for pregnancy."
  - "Plant-Based Diets — Vegan and vegetarian nutrition support tailored to your individual needs."
  - "Sports Nutrition — Nutrition strategies to support performance, recovery and energy levels."
  - "Corporate Wellness"

### 4.6 proof
- **Layout pattern:** plate on ground
- **Ingredients:** Centred testimonial feature card on Pale Blue (`#C0DFE4`) ground with large editorial quotation type.
- **Asset and tool:** none
- **Motion:** scroll reveal.
- **Copy:**
  - "One from a client:"
  - ""I met with Caroline and instantly felt that she understood my issues and that she could help. This may sound dramatic but it's turned my life around." — Faye, 46"

### 4.7 about
- **Layout pattern:** side-by-side
- **Ingredients:** Matted black-and-white portrait, biographical copy, experience and credential statistics block.
- **Asset and tool:** `assets/portrait-02.webp`, crop (ratio 3:4), resize (width 480px).
- **Motion:** scroll reveal.
- **Copy:**
  - "About me:"
  - "I'm a Registered Nutritionist with over 15 years' experience helping people improve their health through practical, personalised nutrition."
  - "Having delivered more than 2,500 consultations and worked as Club Nutritionist for Fulham FC and Watford FC, I have supported clients with a wide range of goals including weight management, gut health, menopause, fertility, sports nutrition and plant-based diets."
  - "My approach is evidence-based, realistic and tailored to your individual needs, helping you achieve sustainable results that fit your lifestyle."
  - "My experience, how I usually put it:"
  - "15+ Years' Experience — Supporting clients with weight management, gut health, menopause, fertility, plant-based diets and sports nutrition."
  - "2,500+ Consultations Delivered — Extensive experience helping clients achieve sustainable and realistic health goals."
  - "Premier League Experience — Five seasons as Club Nutritionist for Fulham FC and Watford FC, supporting performance, recovery and long-term health."

### 4.8 proof
- **Layout pattern:** stacked column
- **Ingredients:** Grid of verified client review cards, star ratings, reviewer names, and dates.
- **Asset and tool:** none
- **Motion:** scroll reveal on card columns; hover states on review cards.
- **Copy:**
  - "Google reviews, twenty of them, all five stars."
  - "L S, Mar 19, 2026 — "I have worked with Caroline for almost a year and she has completely changed how I think and feel about food. All of her advice is very evidence based, it's realistic to implement and able to work around your normal life. She is quick to respond to any questions outside of consultations which I have found particularly helpful to have touch points as things come up (e.g. what to choose when eating out). She is incredibly friendly and easy to talk to, and I've found her advice invaluable. I particularly liked the ability to keep food journals in the app, which I found helps you stay accountable…""
  - "Stefania Morena, Jan 19, 2026 — "I have come across Caroline's website while I was searching for a nutritionist to guide me on how to improve my diet. I was caught up by the simplicity, but yet informative website. That represents very well Caroline's personality and way of working: clear and insightful approach to your questions and matters. Right to the point, effective and easy to understand and follow. Working with her was a pleasure. She is friendly, making you at easy quickly. She had always replied effectively and swiftly to my messages and cleared my doubts and requests in a very timely manner, so that I could quickly…""
  - "Liz Guterbock, Jan 17, 2026 — "Caroline is helpful, thorough, and practical. She listens well and offers great and realistic solutions and suggest routines and recipes which are manageable and doable. Highly recommend!""
  - "Oliver Hamill, Nov 21, 2025 — "I first started working with Caroline in 2024 and recently returned for a follow‑up session to refresh my plan. Caroline is incredibly friendly, approachable and responsive. She provides clear, practical advice tailored to my goals around fitness performance and body composition. She designed meal plans which took into account my likes and dislikes as well as my preference for quick, easy‑to‑prepare meals. This has made it easy to stick to the plans long‑term and see noticeable results. I was particularly impressed by how quickly my daytime sugar cravings disappeared after following her plan,…""
  - "Nour Nashawaty, Nov 10, 2025 — "I have been working with Caroline over the past few weeks and just ending my programme (although not fully willing to let go of her excellent tips just yet) She is absolutely great to work with notably due to her ability to really listen to your needs and work flexibly around them (and in time), but also helping you approach your relationship with food beyond numbers and the scale - i would definitely recommend working with her and will personally be doing so in the future. Thanks again for all your help""
  - "Johanna Szczyglowska, May 13, 2025 — "Couldn't recommend Caroline more. She's incredibly knowledgeable and really tailors her advice based on your needs and goals. My focus has been sports performance and I've felt fantastic on my plan and well fueled. Thank you""
  - "natasha lendrum, Jan 20, 2025 — "Genuinely really enjoyed working with Caroline to help me achieve my health goals. She really listened to my needs on our initial call and created a plan that was filled with healthy dishes that worked perfectly for my busy lifestyle. She even had lots of practical tips on how to stay on track during Xmas. I'm really pleased with my progress so far and I've incorporated her recipes into my everyday life so much so that I'll continue to make them long after our last appointment together. Couldn't recommend enough!""
  - "Claire, May 17, 2024 — "HIGHLY recommend Caroline, so invested in achieving your requirement and really helps in what you need no matter what your circumstance is. Extrempy lovely, was so easy to speak openly with. Felt Caroline was always on the otherside of the phone to support where needed. Made my everyday life so easy/simple with recipes to ensure it fitted with my life style. Thank you so much and love using the recipes you recommended…""
  - "Lorna T, Jun 10, 2023 — "I very much enjoyed working with Caroline to make my vegan diet healthier. Because I run my own business I didn't want to spend too long prepping food each day, or indeed batch cooking all weekend! Caroline was able to provide a whole host of suggestions for quick, satisfying meals - many of which I am still looking forward to trying out. I found the food diary app is really good for logging food and drink and getting feedback and suggestions from Caroline. It's a great habit to notice what you're eating and how you feel before and after. I have a far better understanding of my health and, des…""
  - "Rachel Canning, May 6, 2023 — "I had previously seen Caroline for her expert advice a few years ago with regards to eating well during the peri-menopause. I therefore had no hesitation in booking further sessions with Caroline when I was lucky enough to be offered a place in London Marathon. Caroline was an invaluable source of knowledge and support with her advice on nutrition and hydration as I increased my training levels and with her advice around fuelling in the days leading up to the marathon and during the marathon itself. I'm so pleased to report that I completed the marathon and genuinely couldn't have done it with…""
  - "Ashley G., Jan 7, 2023 — "Caroline has been a big help to me regarding nutrition during my first pregnancy. She's extremely knowledgeable and has provided detailed recipes and plans to fit my lifestyle and helped target my areas of concern (e.g., preventing gestational diabetes, maintaining healthy iron levels, etc). I also think she'll be a huge help when it comes to post-partum and kids diets. Moreover, she just has a kind, warm, and gentle demeanour which was greatly appreciated.""
  - "Carina Lattimore, May 21, 2022 — "I saw Caroline and she was absolutely fantastic. I wanted to lose weight and had tried various diets, but could never stick to it. She helped me to understand what foods/meals were sugary and what would be healthier meal options. Even though it's been a few years since our last appointment, I still base my meals around what she suggested. Also, when my husband and I wanted to have a baby we went to see her about foods which would help boost fertility for both of us. We found her extremely helpful and not long after having seen her I became pregnant and we now have a 4 year old and a 1 year ol…""
  - "Mel M, May 10, 2022 — "I can't thank Caroline enough for changing my life. I contacted her in regards my goal related to weight loss and energy. We had a nice first chat and I followed the plan she made for me with a lot of excitement. I feel happier, my view and my relationship with food is much more positive and I love the recipes she sent to me. Do I see results? I DO SO VERY MUCH and I still can't believe I haven't done this any sooner.""
  - "Colleen Quinn, Nov 2, 2021 — "Caroline has been my find of 2022! Struggling with weight loss, a very busy work and family life and low energy, I was despondent at the beginning of the year. From my first consult with Caroline, I felt supported, heard and understood. Her bespoke nutritional plan for me following an hour long consult included all the foods that I love and was a revelation. I am now eating better, eating more and feeling satisfied. My energy has improved, I'm losing weight and I believe that I have a new approach to food that will definitely ensure better health for years to come. I look forward to my consult…""
  - "Idong Umoren — "I found Caroline online after talking myself out of weight loss surgery as I've struggled for many years with my weight. Caroline from the beginning up until now has been nothing but professional and evidence-based regarding her advice and my nutritional plan and I wouldn't be where I am today without her. I'm no longer pre-diabetic. I have shed 3 stone in total since having my second child (2 of which was with Caroline's support over 4 months). She continues to adapt and support my plan now I'm back at work and exercising and really wants to help me be the best me! Caroline never makes you th…""
  - "Alison Swan — "Caroline is knowledgeable, helpful and approachable. The diet plan she worked on for me has proved invaluable and the recipes are amazing. I was looking for nutrition advice specifically tailored to my lifestyle and Caroline listened very carefully to my requirements. I would wholeheartedly recommend her.""

### 4.9 cta
- **Layout pattern:** side-by-side
- **Ingredients:** Invitation heading, explanatory consultation copy, prominent booking button, matted food plate.
- **Asset and tool:** `assets/work-10.webp`, crop (ratio 1:1), resize (width 400px).
- **Motion:** scroll reveal; hover states on booking button.
- **Copy:**
  - "Booking:"
  - "Book a free discovery call."
  - "Book a free 10-minute discovery call to discuss your goals and find out how personalised nutrition support could help."
  - CTA Button: "Book a free discovery call"

### 4.10 footer
- **Layout pattern:** stacked column
- **Ingredients:** Cream reverse logo lockup on Deep Slate (`#425762`) ground, consultation location note, social media links.
- **Asset and tool:** `assets/logo-reverse.webp`, resize (width 180px).
- **Motion:** hover states on social links.
- **Copy:**
  - "Registered Nutritionist, Caroline Farrell Nutrition provides private consultations both online and in London."
  - "Instagram: @carolinefarrellnutrition"
  - "Facebook"
  - "LinkedIn"