# Design skeleton — shellyreesrandall.com

## 1. Brand DNA

### Business
- **Name:** Shelly Rees Randall, CDFA®, CDC® (Shelly Rees Divorce & Financial Coaching & Consulting / Daybreak Solutions LLC)
- **What they do, for whom, where:** Divorce financial strategy and private coaching for individuals (not couples) before, during, and after divorce in Washington State and across the U.S.A., based in Port Townsend, WA.
- **Offers:** Free Consultation; Finances FIRST Framework; Mapping the journey (introductory strategy series); Free download: "5 Money Moves to Get Your Divorce Moving".
- **The one action this page exists to cause:** Schedule a free, no-cost consultation at https://shellyrees.as.me/start-here.
- **Contact and socials:** Booking link: https://shellyrees.as.me/start-here; LinkedIn, Facebook, Instagram. No public email or phone number.

### Brand
- **Colours:** Accent tan `#AD835C`; Badge greens `#6CA45F` and `#52A041` (used exclusively for Washington State expert badge context); Ground pebble `#F4F6F6`; Ground driftwood `#EAE7E1`; Deep slate ink `#151C24`; Slate neutral `#505863`.
- **Fonts:** Display face: Cormorant Garamond (refined, warm editorial serif); Body face: Plus Jakarta Sans (clear, approachable humanist sans-serif).
- **Logo:** `assets/logo.webp` (full primary horizontal lockup) and `assets/logo-wa-expert-badge.webp` (secondary WA Expert state badge mark).

### Assets
| file | subject | px | luminance | dominant colours | plain backdrop | full-bleed at 1440 |
|---|---|---|---|---|---|---|
| `assets/logo-wa-expert-badge.webp` | WA Expert badge logo mark | 400x300 | 0.107 | #000100 (81%), #61a253 (16%), #2a5425 (2%) | yes (transparent) | no |
| `assets/logo.webp` | Full brand logo lockup | 1500x386 | 0.166 | #050403 (86%), #9d7755 (9%), #ad855e (4%) | yes (transparent) | no |
| `assets/portrait-01.webp` | Shelly arms raised overhead at sunset with wide sky | 1600x1065 | 0.606 | #d9d7d7 (70%), #9a9fac (17%), #9fb1c6 (12%) | no | yes |
| `assets/portrait-02.webp` | Shelly seated on driftwood smiling at camera | 1000x1250 | 0.418 | #685f55 (73%), #0e1219 (15%), #aba392 (11%) | no | no |
| `assets/portrait-03.webp` | Shelly walking along wet pebble shoreline | 1000x1250 | 0.595 | #9fa19d (81%), #6d6860 (10%), #ced2cb (8%) | no | no |
| `assets/portrait-04.webp` | Shelly holding balanced stacked stones on beach | 1000x1250 | 0.424 | #9ba0a3 (68%), #151c24 (21%), #505863 (10%) | no | no |
| `assets/portrait-05.webp` | Shelly circular headshot with tan ring | 500x500 | 0.771 | #f1f4f4 (90%), #6c5a53 (5%), #599acc (4%) | no (masked circle with baked white corners) | no |
| `assets/portrait-06.webp` | Shelly holding letterboard sign indoors | 411x500 | 0.630 | #dec7a7 (77%), #aba391 (11%), #e7ded7 (11%) | no | no |
| `assets/portrait-07.webp` | Shelly at desk with lavalier mic | 2500x1406 | 0.437 | #231e17 (75%), #a7a095 (13%), #daddd3 (10%) | no | yes |

## 2. Art direction

- **Concept:** Grounded optimism and Pacific Northwest coastal clarity guiding individuals through divorce financial decisions.
- **Palette:** Ground `#F4F6F6` (soft coastal grey-white), Ground dark `#151C24` (deep ocean slate), Ink `#151C24` (on light) / `#F4F6F6` (on dark), Accent `#AD835C` (brand warm tan), Secondary accent `#6CA45F` (Washington badge green).
- **Type:** Display: Cormorant Garamond; Body: Plus Jakarta Sans; The one typographic move: mixed weights in one line.
- **Image language:** plated (hard rectangular frames on clean grounds, echoing deliberate step-by-step clarity).
- **Motion language:** scroll reveal (subtle fade and 16px slide up upon entering viewport); hover states (button background fill transitions and subtle image lift).
- **Layout habits:** Asymmetrical side-by-side pairings, ample whitespace, grounded structured borders, card-based groupings for offers and credentials.

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient visitor, establish brand, and provide immediate booking access. | WHO I AM / HOW PEOPLE REACH ME | `assets/logo.webp` | cut |
| 2 | hero | Anchor core value proposition with warmth, optimism, and clear geography. | MY TAGLINES / WHO I AM / WHAT I OFFER | `assets/portrait-02.webp` | ground change |
| 3 | positioning | Clarify the individual financial advocacy role vs adversarial legal battles. | WHO I AM / MY TAGLINES / ABOUT ME | `assets/logo-wa-expert-badge.webp` | ground change |
| 4 | about | Introduce Shelly's lived experience, dual credentials, and personal philosophy. | ABOUT ME | `assets/portrait-04.webp` | ground change |
| 5 | offer | Present structured strategy pathways: Finances FIRST and Mapping the Journey. | WHAT I OFFER | none | ground change |
| 6 | process | Offer the low-friction entry point and immediate practical guidance. | WHAT I OFFER / ABOUT ME | `assets/portrait-03.webp` | ground change |
| 7 | proof | Validate results through client testimonials, reviews, and directory listings. | WHAT MY CLIENTS SAY | none | ground change |
| 8 | cta | Final high-conviction invitation to schedule the no-cost consultation. | MY TAGLINES / WHAT I OFFER / ABOUT ME | `assets/portrait-01.webp` | ground change |
| 9 | footer | Provide required legal disclaimer, territory acknowledgment, and practice details. | THE DISCLAIMER / WHO I AM / HOW PEOPLE REACH ME | none | cut |

## 4. Section specs

### 4.1 nav
- **Layout pattern:** hung from an edge
- **Ingredients:** Primary logo lockup, status badge ("Accepting new clients in Summer 2026"), direct consultation link button.
- **Asset and tool:** `assets/logo.webp`, resize (width 260px).
- **Motion:** hover states on CTA button and links.
- **Copy:** WHO I AM ("Shelly Rees Divorce & Financial Coaching & Consulting", "Accepting new clients in Summer 2026"), WHAT I OFFER ("Book your free consult").

### 4.2 hero
- **Layout pattern:** side-by-side
- **Ingredients:** Primary headline, supporting subheads, credential callouts, primary booking CTA button, plated portrait.
- **Asset and tool:** `assets/portrait-02.webp`, crop (4:5 ratio), resize (width 540px).
- **Motion:** scroll reveal on headline and content block; hover states on booking CTA.
- **Copy:** MY TAGLINES ("Expert, optimistic, financially focused divorce strategy and support", "Hi, I’m Shelly, your $avvy Divorce Coach.", "YES, YOU CAN figure out your finances and make confident financial decisions in divorce—and beyond."), WHO I AM ("Shelly Rees Randall, CDFA®, CDC® combines divorce financial strategy with private coaching (virtual or in-person) to empower individuals (not couples) in Washington State to make confident, informed financial decisions before, during and after divorce."), WHAT I OFFER ("Schedule a no-cost consultation").

### 4.3 positioning
- **Layout pattern:** plate on ground
- **Ingredients:** Statement callouts, county reach pill tags, WA Expert badge mark, clarity statement on individual advocacy.
- **Asset and tool:** `assets/logo-wa-expert-badge.webp`, resize (width 140px).
- **Motion:** scroll reveal on statement containers.
- **Copy:** MY TAGLINES ("Divorce isn’t just legal. It’s emotional, logistical, and very financial. Get a financial guide on your side."), WHO I AM ("I’m your individual “advocate,” not a “financial neutral” for couples.", "Specializing in Washington State divorces.", "🌟 Serving those divorcing in the U.S.A., with state-specific expertise in Washington State 🌟", "✨ All 39 counties, including King, Pierce, Snohomish, Skagit, Thurston, Clark, Spokane, Yakima, Island, San Juan, Clallam & Jefferson ✨", "LGBTQ+ & POLYAMORY FRIENDLY").

### 4.4 about
- **Layout pattern:** overlap
- **Ingredients:** Story narrative, personal journey reflection, credential checklist, community/housing involvement note, plated portrait holding stones.
- **Asset and tool:** `assets/portrait-04.webp`, crop (4:5 ratio), resize (width 500px).
- **Motion:** scroll reveal on bio paragraphs and image plate.
- **Copy:** ABOUT ME ("If you’re feeling anxious about dividing assets, understanding your options, or making expensive mistakes in divorce, you’ve found your guide—me!", "Let me introduce myself: As a CDC Certified Divorce Coach®, a trained financial coach, and a Certified Divorce Financial Analyst® who’s been divorced myself, I help you take smart, confident steps early in your divorce—before you feel rushed or pressured 😡 into financial decisions you may regret.", "Together, we’ll look at all the marital money and what matters most to you. Then we’ll make a plan that considers your finances, your children, and your peace of mind. 🧘", "You might still need an attorney—but first you need a clear map 🗺️ of the divorce process and a guide who’s been there. I invite you to take the financially savvy path through divorce—step by step, with information, clarity and confidence.", "Since 2019, Shelly has been transforming lives — first as an investment-savvy, tax-smart financial coach, then as a divorce coach and financial strategist — after surviving and thriving in her own divorce.", "💗 Affordable housing is one of my passion projects! I volunteer with and donate a portion of my profits to the innovative Housing Solutions Network and Habitat for Humanity East Jefferson County, in recognition that divorce doubles the need for housing options. 🏠🏡").

### 4.5 offer
- **Layout pattern:** split
- **Ingredients:** Two structured offer cards (Finances FIRST Framework and Mapping the journey), timing badges, direct booking links.
- **Asset and tool:** none.
- **Motion:** scroll reveal on cards; hover states on card interaction and consultation buttons.
- **Copy:** WHAT I OFFER ("⭐ If you are contemplating or at the beginning of a Washington State divorce, this is the ideal time to reach out. My Finances FIRST Framework gets you aligned with the best options for your family and your budget, before you’re deep in an adversarial and costly legal process you may not fully understand.", "⭐ Wherever you are in your Washington State divorce process, I offer practical, strategic help mapping the journey (my introductory strategy series) for those who feel confused and overwhelmed by the financial information and options. (Guess what? If you avoid the money conversations too long, others will make financial decisions for you.)", "Book your free consult", "Virtual and in-person appointments available.").

### 4.6 process
- **Layout pattern:** side-by-side
- **Ingredients:** Free checklist download callout box, early timing guidance, plated portrait walking on beach.
- **Asset and tool:** `assets/portrait-03.webp`, crop (4:5 ratio), resize (width 480px).
- **Motion:** scroll reveal on content and image; hover states on download trigger.
- **Copy:** WHAT I OFFER ("Are you thinking about divorce and wondering if you’re financially prepared? Download your FREE checklist of smart, private steps you can take NOW. It’s my gift to you! 🎁"), MY TAGLINES ("When? As early as possible.", "Get the financial facts, know your options, and make empowered choices."), ABOUT ME ("I see you. You’re googling “divorce finances” late at night and feeling so alone.", "I know you have SO MANY QUESTIONS, but they all boil down to this: “Am I going to be OK financially?”", "The sooner you reach out, the better. I love to connect with potential clients BEFORE they’ve talked to their spouse about their intention to divorce. I can help you time and script that conversation to set the tone and expectations for an amicable split.").

### 4.7 proof
- **Layout pattern:** stacked column
- **Ingredients:** Three client testimonial quote cards, two 5-star Google review cards, professional directory recognition badges.
- **Asset and tool:** none.
- **Motion:** scroll reveal on testimonial cards.
- **Copy:** WHAT MY CLIENTS SAY ("Your support was (and is) invaluable." — Jennifer, divorcing client, "Shelly is my partner in building my ideal life." — Suzanne, divorcing client, "My bestie recommended Shelly to me for general financial coaching a few years ago and that was great. Now I’ve retained Shelly again to coach me through my mediated divorce. Divorce financial coaching is now Shelly’s specialty, and she’s been an invaluable partner to me through this huge life change." — Ellen, divorcing client, "It feels like Shelly has unknowingly spent her whole life setting herself up to be the amazing coach that she is now.  She brings together attention to detail, experience, financial know-how with heart, prioritizing and real life.  I am so grateful for her work and dedication." — Armene Lamson, "Shelly is a combination of a financial strategist and divorce coach, offering a unique and invaluable perspective to her clients. Her approach in guiding clients through the economic complexities is not only impactful but also crucial in steering them towards financial clarity during their most challenging time." — India Kern, "Find a Divorce Coach, Coach Compare, and the Institute for Divorce Financial Analysts").

### 4.8 cta
- **Layout pattern:** side-by-side
- **Ingredients:** Encouraging closing headline, opportunity message, prominent primary consult scheduling button, plated celebratory outdoor portrait.
- **Asset and tool:** `assets/portrait-01.webp`, crop (4:3 ratio), resize (width 580px).
- **Motion:** scroll reveal on content container; hover states on CTA button.
- **Copy:** MY TAGLINES ("Divorce can be a fresh start — make it a $avvy one!"), ABOUT ME ("🚶🏽‍♀️🚶🏼‍♀️ This is a journey worth taking. A divorce can be one of the biggest financial events of your life. It is ALSO a massive OPPORTUNITY to get your financial life in order and curate a financially sustainable future that thrills you.", "I know divorce was never the plan. But with the right support, it can be your turning point. 🌄", "My goal? 🌈Helping my clients dream, then negotiate for the resources to fund their best lives. No need to wait; big shifts can — and do! — start during the divorce process."), WHAT I OFFER ("I'm ready for my free consult with Coach Shelly").

### 4.9 footer
- **Layout pattern:** stacked column
- **Ingredients:** Required legal disclaimer text, land acknowledgment, geographic base info, trade entity name, copyright line, social media links.
- **Asset and tool:** none.
- **Motion:** none.
- **Copy:** THE DISCLAIMER ("Disclaimer: This website is provided for general information and illustration purposes only (but all of the client quotes and testimonials are real). Nothing contained in the material constitutes personalized financial, legal, tax or investment advice. I encourage you to consult the appropriate professionals for advice specific to your situation."), WHO I AM ("A virtual coaching practice based in Port Townsend, Washington, U.S.A., the traditional territory of the S’Klallam and Chemakum Peoples", "Daybreak Solutions LLC", "© 2018–2026 Daybreak Solutions LLC. All rights reserved."), HOW PEOPLE REACH ME ("LinkedIn", "Facebook", "Instagram").