# Design skeleton — encounselling.com

## 1. Brand DNA

### Business
- **Name:** Emma Norman (she/her)
- **What they do, for whom, where:** COSCA Accredited counsellor and psychotherapist offering person-centred and psychodynamic therapy for adults aged 18 and over, in-person in Roseburn/Murrayfield (Edinburgh EH12) and online via Zoom UK-wide.
- **Offers:** 
  - Counselling sessions: 50-minute weekly in-person or online therapy, short term or long term, at £60 per session.
  - Free consultation: 20-minute video or phone consultation for prospective clients.
- **The one action this page exists to cause:** Email Emma Norman directly at encounselling@outlook.com to enquire or request an initial consultation.
- **Contact and socials:** Email: encounselling@outlook.com. Location: EH12 - Roseburn/Murrayfield, Edinburgh (close to Murrayfield tram stop and bus routes 12, 22, 26, 30, 31). Online: Zoom across the UK. Phone/socials: none.

### Brand
- **Colours:** Derived from photography and setting: warm sandstone ground (`#F7F5F0`), deep slate charcoal ink (`#202224`), muted garden foliage accent (`#4A584A`), and soft warm stone tint (`#ECE8E1`).
- **Fonts:** Display: Fraunces (warm, grounding humanist serif). Body: Source Sans 3 (clear, accessible, open sans-serif).
- **Logo:** none

### Assets
| file | subject | px | luminance | dominant colours | plain backdrop | full-bleed at 1440 |
|---|---|---|---|---|---|---|
| assets/portrait-01.webp | Emma Norman outdoors in garden | 652x532 | 0.413 | #5d6056 (65%), #202224 (22%), #9e9d9b (11%) | no | no |
| assets/accreditation-cosca.webp | COSCA accreditation mark | 134x132 | 0.943 | #fdfdfe (96%), #9da0a3 (2%), #1a1b1e (1%) | yes | no |
| assets/accreditation-psa.webp | Professional Standards Authority accredited register mark | 172x112 | 0.801 | #fcfafd (82%), #63338e (12%), #4d2a6c (4%) | yes | no |

## 2. Art direction

- **Concept:** A quiet, grounding sanctuary that conveys warmth, safety, and non-judgemental space for nervous prospective clients.
- **Palette:** Ground: `#F7F5F0` (light sandstone), Ink: `#202224` (soft charcoal), Accent: `#4A584A` (muted sage moss).
- **Type:** Display: Fraunces (soft, organic serif). Body: Source Sans 3 (calm, legible sans). Typographic move: one italic word.
- **Image language:** plated
- **Motion language:** scroll reveal (elements ease up gently with opacity on entering viewport), hover states (underlines draw and email links shift background on pointer hover). Rule: scroll reveal triggers once when 15% of the section enters the viewport; hover states respond instantly to pointer interaction.
- **Layout habits:** Generous vertical breathing room, single-column reading measures capped at 640px, balanced side-by-side pairings for portrait and credential displays, consistent plated margins.

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient visitor with name and provide direct email access | Name: Emma Norman (she/her), Getting in touch | none | cut |
| 2 | hero | Introduce practitioner, core identity, and visual presence | Counsellor & Psychotherapist in Edinburgh, About me | assets/portrait-01.webp | ground change |
| 3 | positioning | Clarify scope of work, topics supported, and affirming stance | What I work with, and who with | none | cut |
| 4 | process | Explain person-centred and psychodynamic approach, session feel, and non-pathologising ethos | How I work | none | ground change |
| 5 | offer | Outline session format, location, fee structure, and free 20-minute consultation | Counselling sessions, Free consultation | none | cut |
| 6 | proof | Establish trust, training, ethical code adherence, and memberships | My training and memberships | assets/accreditation-cosca.webp, assets/accreditation-psa.webp | ground change |
| 7 | cta | State upcoming availability and invite low-pressure direct email contact | Availability, Getting in touch | none | cut |
| 8 | footer | Close page with location summary and professional identity note | Name: Emma Norman (she/her), Counsellor & Psychotherapist in Edinburgh | none | none |

## 4. Section specs

### 4.1 nav
- **Layout pattern:** hung from an edge
- **Ingredients:** Practitioner name mark, geographic descriptor, direct email link action.
- **Asset and tool:** none
- **Motion:** hover states
- **Copy:** Name: Emma Norman (she/her), Counsellor & Psychotherapist in Edinburgh, Getting in touch

### 4.2 hero
- **Layout pattern:** side-by-side
- **Ingredients:** Main display headline, practitioner descriptor, introductory summary, plated portrait photograph.
- **Asset and tool:** `assets/portrait-01.webp`, resize (652px wide)
- **Motion:** scroll reveal
- **Copy:** Counsellor & Psychotherapist in Edinburgh, About me

### 4.3 positioning
- **Layout pattern:** stacked column
- **Ingredients:** Section heading, narrative paragraph detailing experiences worked with, statement on inclusive and affirming practice.
- **Asset and tool:** none
- **Motion:** scroll reveal
- **Copy:** What I work with, and who with

### 4.4 process
- **Layout pattern:** stacked column
- **Ingredients:** Section heading, multi-paragraph exposition of person-centred ethos, psychodynamic focus, practical session experience, and non-pathologising approach.
- **Asset and tool:** none
- **Motion:** scroll reveal
- **Copy:** How I work

### 4.5 offer
- **Layout pattern:** side-by-side
- **Ingredients:** Two paired cards covering session logistics (in-person/online, 50 minutes, £60 fee) and the free 20-minute introductory consultation.
- **Asset and tool:** none
- **Motion:** scroll reveal
- **Copy:** Counselling sessions, Free consultation

### 4.6 proof
- **Layout pattern:** plate on ground
- **Ingredients:** Training and ethics statement, past and present collective memberships, accreditation badges matted side by side.
- **Asset and tool:** `assets/accreditation-cosca.webp` (resize, 134px), `assets/accreditation-psa.webp` (resize, 172px)
- **Motion:** scroll reveal
- **Copy:** My training and memberships

### 4.7 cta
- **Layout pattern:** stacked column
- **Ingredients:** Availability announcement notice, prominent direct email link, location logistics for in-person Edinburgh sessions and online UK sessions.
- **Asset and tool:** none
- **Motion:** scroll reveal, hover states
- **Copy:** Availability, Getting in touch

### 4.8 footer
- **Layout pattern:** side-by-side
- **Ingredients:** Name lockup, location reminder, professional credential line, copyright and ethical note.
- **Asset and tool:** none
- **Motion:** hover states
- **Copy:** Name: Emma Norman (she/her), Counsellor & Psychotherapist in Edinburgh, Getting in touch