# Design skeleton — carolinefarrell.com

## 1. Brand DNA

### Business
- **Name:** Caroline Farrell Nutrition
- **What they do, for whom, where:** Registered Nutritionist providing private consultations both online and in London. Evidence-based, personalised nutrition support for weight management, gut health, menopause, fertility, plant-based diets, sports nutrition, and corporate wellness.
- **Offers:**
  - 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
- **The one action this page exists to cause:** Book a free 10-minute discovery call.
- **Contact and socials:** Discovery call only (no published email or phone number). Instagram: @carolinefarrellnutrition, Facebook, LinkedIn.

### Brand
- **Colours:**
  - Slate blue-grey (Blueberry): `#4F6070`
  - Deep slate (Leaf accent): `#425762`
  - Cream: `#F8F8EE`
  - Pale blue (Social backing): `#C0DFE4`
- **Fonts:** Not supplied; serif display paired with clean functional sans.
- **Logo:** Open single-outline leaf centred strictly above the two-line wordmark CAROLINE FARRELL over NUTRITION in letterspaced caps.

### Assets
| file | subject | px | luminance | dominant colours | plain backdrop | full-bleed at 1440 |
|---|---|---|---|---|---|---|
| `assets/logo.webp` | Primary logo (slate blue-grey on transparent) | 419x171 | 0.101 | #010102(73%) #4e5f6e(24%) #3b4550(1%) | yes | no |
| `assets/logo-reverse.webp` | Reverse logo (cream on transparent) | 426x172 | 0.265 | #010101(73%) #f7f6ee(24%) #5d5c5a(2%) | yes | no |
| `assets/favicon.webp` | Standalone leaf mark | 192x192 | 0.125 | #010202(63%) #435863(34%) #36454c(2%) | yes | no |
| `assets/portrait-01.webp` | Caroline smiling in kitchen with fresh fruit | 562x737 | 0.604 | #d7dbdf(73%) #aba9a7(16%) #182756(10%) | no | no |
| `assets/portrait-02.webp` | B&W portrait outdoors against brick wall with mug | 960x1636 | 0.324 | #181818(50%) #606060(36%) #969696(13%) | no | no |
| `assets/work-01.webp` | Frozen yoghurt bark on plate on marble | 2992x2992 | 0.626 | #d0d6da(61%) #a1a5a8(27%) #636569(11%) | no | yes |
| `assets/work-02.webp` | Granola in glass jar on marble | 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 seeds | 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 box and 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-and-cinnamon muffin | 1440x1440 | 0.523 | #d9a059(68%) #582819(15%) #9f6324(15%) | no | yes |
| `assets/work-11.webp` | Yoghurt bowl with fruit in green-rimmed bowl | 1440x1440 | 0.766 | #eff2ec(87%) #21130f(7%) #aba69f(4%) | no | yes |
| `assets/work-12.webp` | Overnight oats jar, brownie, and revision book | 2293x2293 | 0.570 | #dddad7(77%) #aca79d(14%) #57271c(8%) | no | yes |
| `assets/work-14.webp` | Cookery teaching kitchen snapshot | 1440x1440 | 0.532 | #a6a5a5(76%) #daa051(12%) #a06d58(11%) | no | yes |
| `assets/press-bbc.webp` | BBC block logo | 300x86 | 0.000 | #000000(100%) | yes | no |
| `assets/press-channel4.webp` | Channel 4 numeral logo | 186x256 | 0.068 | #000000(57%) #192c47(39%) #111826(3%) | yes | no |
| `assets/press-guardian.webp` | The Guardian masthead logo | 300x98 | 0.042 | #111111(53%) #020202(46%) #494949(0%) | yes | no |
| `assets/press-independent-ie.webp` | Independent.ie logo on white square | 300x300 | 0.874 | #fcfcfc(87%) #016435(10%) #101010(2%) | yes | no |
| `assets/press-telegraph.webp` | The Telegraph masthead logo | 300x48 | 0.000 | #000000(100%) | yes | no |

## 2. Art direction

- **Concept:** A clinical journal of modern nutrition: structured editorial authority grounded in practical evidence, clear typographic proportion, and crisp photographic plates.
- **Palette:** Ground: Cream (`#F8F8EE`), Pale Blue (`#C0DFE4`), Deep Slate (`#425762`). Ink: Slate Blue-Grey (`#4F6070`), Deep Slate (`#202B33`), Cream (`#F8F8EE`). Accent: Pale Blue (`#C0DFE4`).
- **Type:** Display: high-contrast transitional serif (Newsreader / Baskerville style). Body: clean geometric sans (Plus Jakarta Sans). Typographic move: a two-typeface lockup.
- **Image language:** plated. Crisp rectangular photographic plates set cleanly on cream and pale blue grounds with generous white borders.
- **Motion language:** sequenced text (for hero entry lockups), scroll reveal (subtle fade and translation for section cards), hover states (underlines draw, button backgrounds subtly elevate).
- **Layout habits:** asymmetric side-by-side, plate on ground, multi-column editorial grids.
- **Why:** Signals: 15+ years experience, Premier League sports nutrition credentials, evidence-based clinical claims, professional food and portrait photography. Chosen: Editorial. Rejected: Calm, because her high-performance athletic background and extensive national press profile require crisp editorial authority and structured clarity rather than soft therapeutic withdrawal.

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient visitor, establish identity and primary CTA | What I do | `assets/logo.webp` | cut |
| 2 | hero | Anchor credibility, location, and core promise | What I do / Booking | `assets/portrait-01.webp` | ground change |
| 3 | press | Establish authority via national media features | Press | `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 | Present practical philosophy and standout stats | What I do / My experience | `assets/work-04.webp` | cut |
| 5 | offer | Detail the key areas of clinical and lifestyle support | What I help people with | `assets/work-01.webp`, `assets/work-02.webp`, `assets/work-07.webp`, `assets/work-11.webp` | ground change |
| 6 | proof | Prove life-changing client outcomes and consistency | One from a client / Google reviews | none | cut |
| 7 | about | Build personal trust and career depth | About me / My experience | `assets/portrait-02.webp` | ground change |
| 8 | cta | Drive conversion to the 10-minute discovery call | Booking | none | cut |
| 9 | footer | Provide closing navigation, credentials, and social links | What I do / Booking | `assets/logo-reverse.webp` | none |

## 4. Section specs

### 4.1 nav
- **Layout pattern:** side-by-side
- **Ingredients:** Logo mark centred above wordmark, anchor links, and a primary action button.
- **Why:** Delivers immediate recognition on a clean cream ground without crowding the hero.
- **Asset and tool:** `assets/logo.webp`, resize (width 160px).
- **Motion:** hover states.
- **Copy:**
  - What I do: "Registered Nutritionist, Caroline Farrell Nutrition provides private consultations both online and in London."
  - Booking: "Book a free discovery call."

### 4.2 hero
- **Layout pattern:** plate on ground
- **Ingredients:** Two-line display lockup, qualification subheader, descriptive paragraph, discovery call CTA button, and a framed kitchen portrait plate.
- **Why:** The natural kitchen portrait immediately establishes Caroline's warm, approachable, and practical demeanour.
- **Asset and tool:** `assets/portrait-01.webp`, crop (4:5 ratio), resize (width 520px).
- **Motion:** sequenced text.
- **Copy:**
  - What I do:
    - "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."
  - Booking: "Book a free discovery call."

### 4.3 press
- **Layout pattern:** stacked column
- **Ingredients:** Section header and an evenly spaced horizontal row of national press logos.
- **Why:** Solidifies immediate high-level public authority using national mastheads.
- **Asset and tool:**
  - `assets/press-bbc.webp`, resize (height 32px), none.
  - `assets/press-channel4.webp`, resize (height 36px), none.
  - `assets/press-telegraph.webp`, resize (height 26px), none.
  - `assets/press-guardian.webp`, resize (height 28px), none.
  - `assets/press-independent-ie.webp`, resize (height 34px), none.
- **Motion:** scroll reveal.
- **Copy:** Press: "I've been featured by BBC, Channel 4, The Telegraph, The Guardian and Independent.ie."

### 4.4 positioning
- **Layout pattern:** asymmetric side-by-side
- **Ingredients:** Headline lockup, practical guidance text, three experience callout statistics, and a food plate.
- **Why:** Balances evidence-based elite sports credibility with approachable everyday nutrition.
- **Asset and tool:** `assets/work-04.webp`, crop (1:1 square), resize (width 540px).
- **Motion:** scroll reveal.
- **Copy:**
  - What I do: "Practical and Personalised — Evidence-based nutrition advice tailored to your lifestyle, preferences and goals."
  - My experience:
    - "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."

### 4.5 offer
- **Layout pattern:** stacked column
- **Ingredients:** Section title, introductory statement, seven service spec cards with inline food plates, and discovery call link.
- **Why:** Clarifies specific clinical domains while demonstrating appealing, unrestrictive real-world food choices.
- **Asset and tool:**
  - `assets/work-01.webp`, crop (1:1 square), resize (width 320px).
  - `assets/work-02.webp`, crop (1:1 square), resize (width 320px).
  - `assets/work-07.webp`, crop (1:1 square), resize (width 320px).
  - `assets/work-11.webp`, crop (1:1 square), resize (width 320px).
- **Motion:** scroll reveal, hover states.
- **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:** stacked column
- **Ingredients:** Large featured client quote block followed by a responsive three-column grid of verbatim Google reviews.
- **Why:** Verbatim unedited client stories build deep emotional rapport and undeniable evidence of success across different health goals.
- **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"
  - Google reviews:
    - "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.\""
    - "Ewa Thews, Jul 25, 2022 — \"I found Caroline through online search almost 10 years ago. During our first meeting Caroline listened carefully and reassured me that a lot can be achieved through planned nutrition. Detailed recommendations, many easy recipes and suggestions were sent to me on the same day. Caroline also took time to explain the basis of healthy eating and added lots of exciting and colourful foods into my diet like herbs, spices and berries. My health improved within just a few months. Since then I consulted Caroline for her advice on another two occasions. She was always professional, approachable and shar…\""
    - "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…\""
    - "Christopher Pitt, May 11, 2022 — \"Caroline has done an amazing job in helping me to eat more healthier and to gain a better understanding of the nutritional value of what I'm putting in my body. I would throughly recommend her to anyone looking for a nutritionist.\""
    - "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.\""
    - "Silvia Marchesan, May 9, 2022 — \"I have been followed by Caroline for 4 months now and I am really happy with the services she provides. I have lost weight, feel healthier and I am using her recipes daily. Thanks to her I found a thyroid problem, with specific tests, which she addressed by giving me natural supplements\""
    - "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…\""
    - "Aidan O'Rourke — \"I normally don't give reviews on Google but I just wanted to say that Caroline is extremely knowledgeable, experienced and professional nutritionist. I am so so glad to have had the opportunity for a few consultations over the past two years. Caroline has listened to what my goals and targets were, what food I do and don't like, what my energy levels were like at certain moments of the day and by going through this she has given me fantastic advice and I was able to achieve my goals. I can hand on heart say that it has been the best value for money I ever spent as now I feel and look better, h…\""
    - "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.\""

### 4.7 about
- **Layout pattern:** side-by-side
- **Ingredients:** Story narrative, professional credentials breakdown, and a plated portrait of Caroline.
- **Why:** Sets Caroline's professional career narrative against an authentic portrait, reinforcing expertise and personal accountability.
- **Asset and tool:** `assets/portrait-02.webp`, crop (3:4 ratio), 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."

### 4.8 cta
- **Layout pattern:** stacked column
- **Ingredients:** Callout title, concise explanatory sentence, and an oversized action button.
- **Why:** Provides a dedicated, frictionless closing portal focused exclusively on booking the 10-minute call.
- **Asset and tool:** none.
- **Motion:** scroll reveal, hover states.
- **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."

### 4.9 footer
- **Layout pattern:** side-by-side
- **Ingredients:** Reversed brand logo in cream, practice location and consultation summary, Instagram/social links, and copyright note.
- **Why:** Grounds the entire page in deep slate with quiet, permanent authority.
- **Asset and tool:** `assets/logo-reverse.webp`, resize (width 160px).
- **Motion:** hover states.
- **Copy:**
  - What I do: "Registered Nutritionist, Caroline Farrell Nutrition provides private consultations both online and in London."
  - Booking: "Book a free discovery call."