# Design skeleton — outsidetheboxadhdcoach.com.au

## 1. Brand DNA

### Business
- **Name:** Outside the Box Coaching (Carolyn Verhoef PCC, PCNC)
- **What they do, for whom, where:** Professional Certified Neurodiversity Coach and ADHD Coach providing life, productivity, and business coaching for adults with ADHD; in person in Perth, WA, and online.
- **Offers:** ADHD Coaching 1:1, ADHD Group Coaching, ADHD Business Mentoring, Positive Intelligence Program, Life & Productivity Coaching, ADHD Productivity Tools.
- **The one action this page exists to cause:** Book a strictly pressure-free intro call ("Book Your Free Intro Call").
- **Contact and socials:** Website outsidetheboxadhdcoach.com.au; Instagram and Facebook; Perth, WA & Online (no published email or phone number; contact strictly via intro call booking).

### Brand
- **Colours:** Pale teal `#95D5D9`, warm cream `#F3F7E2`, warm dark grey text (no pure black).
- **Fonts:** Runalto (name and headings), Montserrat Light (body copy), Bright Sunshine (accent display for short 2–3 word phrases only).
- **Logo:** Circular logo mark with "Outside the Box" over two lines in light display serif, "COACHING" letterspaced beneath on a pale teal disc within a cream ring (`assets/logo.webp`).

### Assets
| file | subject | px | luminance | dominant colours | plain backdrop | full-bleed at 1440 |
|---|---|---|---|---|---|---|
| `assets/logo.webp` | Circular brand logo mark on pale teal and cream | 779x776 | 0.696 | #94d4d8, #4b6f50, #f1f6e1 | yes | no |
| `assets/portrait-01.webp` | Carolyn smiling in floral dress before cobalt door and terracotta wall | 2500x1500 | 0.519 | #e5a68a, #035ba8, #0175ca | no | yes |
| `assets/portrait-02.webp` | Carolyn kneeling on foreshore grass with two dogs | 800x600 | 0.622 | #e2e5e8, #556924, #1e1a18 | no | no |
| `assets/portrait-03.webp` | Carolyn seated by river with dogs and baked-in Positive Intelligence badge | 813x813 | 0.485 | #211f24, #98aec8, #58585c | no | no |
| `assets/work-01.webp` | Carolyn seated in yellow armchair smiling at client in consulting room | 800x1000 | 0.580 | #d5d4d4, #a3a3a5, #1c1a1e | no | no |
| `assets/work-02.webp` | Carolyn in yellow armchair laughing with open notebook and pen | 800x800 | 0.608 | #dcdbdb, #a7a3a3, #1d1b24 | no | no |
| `assets/work-03.webp` | Carolyn laughing at outdoor table with client over tea and cake | 800x800 | 0.388 | #675d54, #29211c, #624935 | no | no |
| `assets/work-04.webp` | Carolyn in denim jacket holding phone and laughing with client | 800x800 | 0.361 | #221a15, #666059, #916c57 | no | no |
| `assets/work-05.webp` | Carolyn standing in light hallway by Outside the Box Coaching sign | 800x600 | 0.609 | #e0dfde, #b3acab, #231f1f | no | no |
| `assets/work-06.webp` | Carolyn laughing in navy glasses in extreme wide letterbox crop | 2500x750 | 0.294 | #1f1a14, #5f5c55, #513421 | no | yes |
| `assets/credentials.webp` | Row of four accreditation badges on flat cream ground | 2500x750 | 0.873 | #f2f3e4, #f8b118, #f1b259 | yes | yes |
| `assets/favicon.webp` | Flattened circular logo mark at favicon resolution | 300x300 | 0.701 | #94d4d7, #4b6f50, #f1f6e1 | yes | no |

## 2. Art direction

- **Concept:** A grounded, restorative space for neurodivergent adults where calm clarity replaces executive overwhelm.
- **Palette:** Ground: Warm Cream (`#F3F7E2`); Ink: Warm Charcoal Grey (`#23201F`); Accent: Pale Teal (`#95D5D9`).
- **Type:** Display: Runalto; Body: Montserrat Light; Accent phrase: Bright Sunshine; Typographic move: Runalto heading with Bright Sunshine script accent phrase.
- **Image language:** Matted and plated warm environment photography enclosed in soft rounded frames or clean geometric plates on warm cream ground; never cut out.
- **Motion language:** `scroll reveal` on section entrances and `hover states` on interactive buttons and text links; no conflicting kinetic effects.
- **Layout habits:** Generous white space, calm asymmetric two-column splits, clear card grouping with soft borders, and grounded photo plates.
- **Why:** Signals point to safety and burnout relief for adults with ADHD through a reassuring, first-person voice. Direction chosen: Calm. Direction rejected: Bold (loud saturated grounds and high-stimulus motion would create sensory overwhelm and contradict the restorative intent of the practice).

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient visitor and provide immediate low-pressure path to call | WHAT I CALL MYSELF, HOW PEOPLE START WITH ME | `assets/logo.webp` | cut |
| 2 | hero | Settle the visitor, introduce Carolyn, establish the core promise | WHAT I CALL MYSELF, HOW PEOPLE START WITH ME | `assets/portrait-01.webp` | ground change |
| 3 | positioning | Frame who this is for and validate the journey out of burnout | WHO I WORK WITH, WHAT I CALL MYSELF | `assets/work-05.webp` | ground change |
| 4 | proof | Deliver clinical and professional trust immediately | MY CREDENTIALS | `assets/credentials.webp` | ground change |
| 5 | offer | Present coaching paths clearly without cognitive overload | WHAT I OFFER | `assets/portrait-03.webp`, `assets/work-01.webp` | ground change |
| 6 | proof | Provide deep emotional validation through lived client experience | WHAT CLIENTS HAVE SAID | `assets/work-03.webp` | ground change |
| 7 | about | Build personal safety and explain Carolyn's philosophy and qualifications | ABOUT ME, MY CREDENTIALS | `assets/work-02.webp`, `assets/portrait-02.webp` | ground change |
| 8 | newsletter | Provide accessible low-friction resources and ongoing support | Free things I write, HOW PEOPLE START WITH ME | `assets/work-04.webp` | ground change |
| 9 | cta | Invite the visitor to take one pressure-free step | HOW PEOPLE START WITH ME | none | cut |
| 10 | footer | Anchor location, credentials, social presence, and copyright | WHAT I CALL MYSELF, HOW PEOPLE START WITH ME, MY CREDENTIALS | `assets/logo.webp` | cut |

## 4. Section specs

### 4.1 Nav (`nav`)
- **Layout pattern:** hung from an edge
- **Ingredients:** Logo lockup on the left, subtle anchor navigation in the centre, primary CTA button on the right.
- **Why:** Quiet and accessible navigation that remains fixed or gently hung without obstructing reading flow.
- **Asset and tool:** `assets/logo.webp`, resize (width 60px).
- **Motion:** `hover states` on links and booking button.
- **Copy:** WHAT I CALL MYSELF ("Outside the Box Coaching"), HOW PEOPLE START WITH ME ("Book Your Free Intro Call").

### 4.2 Hero (`hero`)
- **Layout pattern:** side-by-side
- **Ingredients:** Primary headline set in Runalto, short supporting tagline, primary intro call button, paired with an expansive landscape portrait plated on the warm cream ground.
- **Why:** Placing Carolyn’s warm, smiling portrait alongside clear, grounded copy establishes immediate warmth and professional trust.
- **Asset and tool:** `assets/portrait-01.webp`, crop (ratio 4:3), resize (width 720px).
- **Motion:** `scroll reveal` on content entry, `hover states` on CTA button.
- **Copy:** WHAT I CALL MYSELF ("Professional Certified Neurodiversity Coach, ADHD Coach for adults thrive with ADHD life, productivity & business coaching Perth & Online", "Let's work with your uniqueness to stop burnout and live in calm authentic action."), HOW PEOPLE START WITH ME ("Book Your Free Intro Call").

### 4.3 Positioning (`positioning`)
- **Layout pattern:** plate on ground
- **Ingredients:** Large central statement with Bright Sunshine accent phrase, two-column detail on who she serves (1:1, group, online, in person), and a matted environmental photo plate.
- **Why:** Reassures the visitor that their neurodivergence is welcomed and accommodated flexibly.
- **Asset and tool:** `assets/work-05.webp`, crop (ratio 4:3), resize (width 640px).
- **Motion:** `scroll reveal` on text and plate entrance.
- **Copy:** WHO I WORK WITH ("Adults with ADHD. We can work together 1:1, in a group, online, or in person in Perth, WA."), WHAT I CALL MYSELF ("Certified Neurodiversity ADHD Coach", "ADHD Coaching").

### 4.4 Credentials Proof (`proof`)
- **Layout pattern:** full-bleed
- **Ingredients:** Sub-heading in Runalto, accredited post-nominals list, and the four-badge official credential composite banner framed across a soft pale-teal container.
- **Why:** Establishes rigorous accreditation (ICF PCC, PCNC, aadpa, ACO) to immediately build confidence and credibility.
- **Asset and tool:** `assets/credentials.webp`, resize (width 1200px), none.
- **Motion:** `scroll reveal`.
- **Copy:** MY CREDENTIALS ("Carolyn Verhoef PCC, PCNC", "ADD/ADHD Specialist", "Professional Certified Neurodiversity Coach™", "ICF Professional Certified Coach", "The four accreditation marks I'm allowed to display are ICF Professional Certified Coach, Coach Approach Training Institute Professional Certified Neurodiversity Coach™, ADHD Coaches Organization Member, and aadpa Associate Member.").

### 4.5 Offers (`offer`)
- **Layout pattern:** stacked column
- **Ingredients:** Section header, modular service cards for each offering with clear descriptors, paired with plated visual anchors (including the Positive Intelligence portrait with baked badge and consulting room work photo).
- **Why:** Clean modular cards allow neurodivergent visitors to digest distinct coaching pathways without visual fatigue.
- **Asset and tool:** `assets/portrait-03.webp`, crop (ratio 1:1), resize (width 400px); `assets/work-01.webp`, crop (ratio 4:5), resize (width 400px).
- **Motion:** `scroll reveal` on card entrances, `hover states` on interactive card targets.
- **Copy:** WHAT I OFFER ("ADHD Coaching 1:1", "ADHD Group Coaching", "ADHD Business Mentoring", "Positive Intelligence Program", "Life & Productivity Coaching", "Things I sell").

### 4.6 Client Stories & Proof (`proof`)
- **Layout pattern:** side-by-side
- **Ingredients:** Two long-form client testimonial cards with quotes and client attribution, client name trust roster, accompanied by a plated photo of Carolyn in warm conversation.
- **Why:** Validates the lived emotional relief of an adult ADHD diagnosis and demonstrates Carolyn’s intuitive, safe coaching approach.
- **Asset and tool:** `assets/work-03.webp`, crop (ratio 1:1), resize (width 500px).
- **Motion:** `scroll reveal` on quotes.
- **Copy:** WHAT CLIENTS HAVE SAID ("Lonnie Toy, ADHD Coaching", "TB, ADHD Coaching", "Lisa Evans, Rosie MacDonald, Earl Digby, Kelly MacKinnon, Sharon Ross, Linda Blackshaw").

### 4.7 About Carolyn (`about`)
- **Layout pattern:** overlap
- **Ingredients:** Extensive personal narrative copy on coaching philosophy, credentials, and methodology, framed by two matted candid plates showing Carolyn in practice and outdoors.
- **Why:** Deepens rapport by sharing Carolyn’s certified background, 18+ years of business experience, and commitment to strengths-aligned growth.
- **Asset and tool:** `assets/work-02.webp`, crop (ratio 1:1), resize (width 480px); `assets/portrait-02.webp`, crop (ratio 4:3), resize (width 480px).
- **Motion:** `scroll reveal` on biography blocks and photo plates.
- **Copy:** ABOUT ME ("As your Professional Certified Neurodiversity ADHD Coach, I can help you stop the confusion surrounding your ADHD and find your way to living as your calm, productive, effective, and authentic self.", "ADHD Coaching is a process for change...", "Through targeted advanced training...", "And a Professional Certified Neurodiversity Coach® PCNC...", "Whichever option suits your style..."), MY CREDENTIALS ("Over 18 years of experience in owning my own business").

### 4.8 Insights & Newsletter (`newsletter`)
- **Layout pattern:** side-by-side
- **Ingredients:** Free resources copy, newsletter subscription callout, and a matted candid photo of Carolyn sharing tools.
- **Why:** Offers a gentle, zero-commitment avenue for visitors who want ongoing education before committing to 1:1 coaching.
- **Asset and tool:** `assets/work-04.webp`, crop (ratio 1:1), resize (width 450px).
- **Motion:** `scroll reveal`, `hover states` on email input and submit button.
- **Copy:** Free things I write ("From building sustainable productivity to managing ADHD burnout, I share practical strategies to support your journey.", "One place to find essential information to support your ADHD wellbeing, executive functioning education, and a productive, fulfilling life."), HOW PEOPLE START WITH ME ("Receive deep insights to help you understand your ADHD and create real, lasting change.").

### 4.9 Call to Action (`cta`)
- **Layout pattern:** plate on ground
- **Ingredients:** Enclosed pale-teal card on warm cream ground with high-contrast text, clear reassuring promise of a strictly pressure-free conversation, and prominent primary booking button.
- **Why:** Provides a dedicated, low-friction close that removes intimidation for those seeking help.
- **Asset and tool:** none.
- **Motion:** `scroll reveal` on card entry, `hover states` on booking button.
- **Copy:** HOW PEOPLE START WITH ME ("Book a strictly pressure-free intro call to explore the possibilities of working together.", "Book Your Free Intro Call", "Set Up Your Intro Call Today").

### 4.10 Footer (`footer`)
- **Layout pattern:** split
- **Ingredients:** Logo mark, practitioner signature with post-nominals, location note, social media text links (Instagram, Facebook), and copyright statement.
- **Why:** Grounded close confirming business details, locations (Perth & Online), and brand identity without unnecessary distraction.
- **Asset and tool:** `assets/logo.webp`, resize (width 80px).
- **Motion:** `hover states` on navigation and social links.
- **Copy:** WHAT I CALL MYSELF ("Outside the Box Coaching", "Carolyn Verhoef PCC, PCNC", "Perth & Online"), HOW PEOPLE START WITH ME ("outsidetheboxadhdcoach.com.au", "Instagram", "Facebook").