# 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 (EH12), Edinburgh, and online across the UK via Zoom.
- **Offers:** In-person and online counselling sessions (50 minutes, £60/session, short or long term); free 20-minute video or phone consultation.
- **The one action this page exists to cause:** Send an email enquiry to encounselling@outlook.com to arrange an initial consultation or session.
- **Contact and socials:** encounselling@outlook.com; in-person at EH12 (Roseburn/Murrayfield, Edinburgh); online via Zoom. No social links, phone number, or automated booking system.

### Brand
- **Colours:** Derived from photography — muted sage olive (#5d6056), warm sandstone oat (#f4f1ea), deep slate charcoal (#202224), soft linen white (#faf9f6).
- **Fonts:** Soft humanistic serif for headings (e.g. Fraunces or Newsreader); quiet neutral sans-serif for body (e.g. Inter or Source Sans 3).
- **Logo:** None. Name set typographically.

### Assets
| file | subject | px | luminance | dominant colours | plain backdrop | full-bleed at 1440 |
|---|---|---|---|---|---|---|
| assets/portrait-01.webp | Emma Norman head and shoulders in garden | 652x532 | 0.413 | #5d6056, #202224, #9e9d9b | no | no |
| assets/accreditation-cosca.webp | COSCA accreditation mark | 134x132 | 0.943 | #fdfdfe, #9da0a3, #1a1b1e | yes (white opaque square) | no |
| assets/accreditation-psa.webp | Professional Standards Authority mark | 172x112 | 0.801 | #fcfafd, #63338e, #4d2a6c | yes (white opaque rect) | no |

## 2. Art direction

- **Concept:** A quiet, welcoming garden room in Edinburgh that offers an unhurried, safe space to be heard.
- **Palette:** Ground: linen (#faf9f6) and sandstone oat (#f4f1ea); Ink: deep slate charcoal (#202224); Accent: muted garden sage (#5d6056).
- **Type:** Display: soft, warm serif; Body: clean, gentle humanist sans; Typographic move: one italic word in subheadings for warmth.
- **Image language:** Matted and plated imagery sitting comfortably within generous, breathable margins; never cut out or stretched.
- **Motion language:** Subtle scroll reveal on text blocks entering view, soft hover states on links and contact triggers.
- **Layout habits:** Generous white space, single-column reading measures (max 65ch), grounded asymmetric plates, gentle ground-change seams.
- **Why:** The practitioner sells safety and psychotherapeutic care to nervous clients in a gentle first-person voice; Calm was chosen for its soothing, non-commercial posture, while Editorial was rejected as too sharp and detached.

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient visitor and provide immediate gentle way to reach out | Emma Norman (she/her) · Counsellor & Psychotherapist | none | cut |
| 2 | hero | Present Emma warmly and establish safety, location, and presence | Edinburgh and Online - Counsellor & Psychotherapist · About me | assets/portrait-01.webp | ground change |
| 3 | positioning | Clarify approach, non-pathologising ethos, and how therapy works | How I work | none | ground change |
| 4 | proof | Reassure about inclusivity, lived experiences, and areas of support | What I work with, and who with | none | ground change |
| 5 | offer | Explain practical session logistics, fees, and location clearly | Counselling sessions · Free consultation · Availability | none | ground change |
| 6 | proof | Establish clinical credibility, ethics, and professional memberships | My training and memberships | assets/accreditation-cosca.webp, assets/accreditation-psa.webp | ground change |
| 7 | cta | Enable a low-pressure, direct email connection | Getting in touch | none | cut |
| 8 | footer | Close page with quiet sign-off and location summary | Emma Norman (she/her) · Edinburgh & UK Online | none | none |

## 4. Section specs

### 4.1 nav
- **Layout pattern:** Hung from an edge (top bar, generous padding, resting quietly on linen ground).
- **Ingredients:** Practitioner name and credential, clear unobtrusive mailto link for direct contact.
- **Why:** Calm requires zero friction and immediate clarity without aggressive fixed buttons.
- **Asset and tool:** none.
- **Motion:** hover states on text links.
- **Copy:** Emma Norman (she/her), Edinburgh and Online - Counsellor & Psychotherapist, Getting in touch.

### 4.2 hero
- **Layout pattern:** Plate on ground (two-column asymmetric layout with portrait matted on the right and introductory copy on the left).
- **Ingredients:** Headline descriptor, practitioner name, introductory paragraph, matted landscape photo.
- **Why:** Establishes Emma's calm presence immediately without overwhelming full-bleed theatrics.
- **Asset and tool:** assets/portrait-01.webp (matted, tool: resize 580px, no crop).
- **Motion:** scroll reveal.
- **Copy:** Edinburgh and Online - Counsellor & Psychotherapist, About me.

### 4.3 positioning
- **Layout pattern:** Stacked column (centred editorial measure, ample breathing room).
- **Ingredients:** Section title, explanatory prose on person-centred and psychodynamic philosophy, paragraph on non-pathologising practice.
- **Why:** Gives the client space to absorb her warm, non-judgemental philosophy without distraction.
- **Asset and tool:** none.
- **Motion:** scroll reveal.
- **Copy:** How I work.

### 4.4 proof
- **Layout pattern:** Side-by-side (left anchor heading, right expansive narrative block).
- **Ingredients:** Affirming statement on identity and lived experience, list of therapeutic experiences supported.
- **Why:** Grounds the practitioner’s inclusivity in an open, easily scannable format.
- **Asset and tool:** none.
- **Motion:** scroll reveal.
- **Copy:** What I work with, and who with.

### 4.5 offer
- **Layout pattern:** Plate on ground (warm sandstone container dividing practical details into clear columns).
- **Ingredients:** Session format, frequency, fees, free consultation offer, transport details, and current availability note.
- **Why:** Provides transparent practical answers to all financial and logistical questions before reaching out.
- **Asset and tool:** none.
- **Motion:** scroll reveal.
- **Copy:** Counselling sessions, Free consultation, Availability.

### 4.6 proof
- **Layout pattern:** Side-by-side (accreditation details alongside small matted marks).
- **Ingredients:** Training background, code of ethics statement, past collectives, paired with official accreditation badges.
- **Why:** Small opaque white badges sit neatly on a dedicated white-tinted badge plate without degrading resolution.
- **Asset and tool:** assets/accreditation-cosca.webp (plated, tool: resize 134px), assets/accreditation-psa.webp (plated, tool: resize 172px).
- **Motion:** scroll reveal.
- **Copy:** My training and memberships.

### 4.7 cta
- **Layout pattern:** Stacked column (focused, inviting contact panel).
- **Ingredients:** Reassuring heading, plain email address link, practical note on how enquiries are handled.
- **Why:** Respects the client's vulnerability and keeps the action as simple as writing an email.
- **Asset and tool:** none.
- **Motion:** scroll reveal, hover states on email link.
- **Copy:** Getting in touch.

### 4.8 footer
- **Layout pattern:** Hung from an edge (simple bottom bar with subdued typography).
- **Ingredients:** Practitioner name, location note, copyright year.
- **Why:** Gentle, quiet closure to the page experience.
- **Asset and tool:** none.
- **Motion:** none.
- **Copy:** Emma Norman (she/her) · Counsellor & Psychotherapist in Edinburgh.