# Design skeleton — shellyreesrandall.com

## 1. Brand DNA

### Business
- **Name:** Shelly Rees Randall, CDFA®, CDC® (Daybreak Solutions LLC)
- **What they do, for whom, where:** Divorce financial strategy and private coaching for individuals (contemplating, during, or after divorce) in Washington State and across the U.S.A. (virtual practice based in Port Townsend, WA, with in-person appointments available).
- **Offers:** Free Consult (no cost, self-booked); 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:** Book a free consultation via https://shellyrees.as.me/start-here.
- **Contact and socials:** Online booking at https://shellyrees.as.me/start-here; LinkedIn, Facebook, Instagram; Port Townsend, Washington.

### Brand
- **Colours:** Primary tan #AD835C; Accent greens #6CA45F and #52A041 (WA badge only); Ground cream #FBF8F5; Card background #F2ECE4; Ink dark driftwood #231E17.
- **Fonts:** Display: soft warm serif (Fraunces); Body: clean humanist sans-serif (Plus Jakarta Sans).
- **Logo:** `assets/logo.webp` (primary lockup with name, photo, and badge) and `assets/logo-wa-expert-badge.webp` (standalone WA expert mark).

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

## 2. Art direction

- **Concept:** A grounded coastal sanctuary bringing warmth, optimism, and financial clarity to individuals navigating divorce.
- **Palette:** Ground: #FBF8F5 (warm cream); Ink: #231E17 (dark driftwood); Accent: #AD835C (warm tan) and #52A041 (WA badge green).
- **Type:** Display: Fraunces (warm, expressive serif); Body: Plus Jakarta Sans (clear, approachable sans); Typographic move: one italic word.
- **Image language:** Plated and overlapping coastal portraits with generous soft margins and natural earth tones.
- **Motion language:** Scroll reveal for entrance animations; hover states for buttons and interactive cards; word rotator for the hero headline.
- **Layout habits:** Asymmetrical overlap of portraits and text containers, grounded cards on soft warm backdrops, deliberate WA badge highlights.
- **Why:** Shelly sells personal financial clarity and emotional safety with an optimistic, personal, emoji-rich first-person voice; Warm fits her coastal photography and encouraging tone, whereas Bold was rejected for being too loud and corporate for sensitive divorce support.

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient visitor and provide immediate consult booking action | WHO I AM, HOW PEOPLE REACH ME | `assets/logo.webp` | cut |
| 2 | hero | Anchor optimism, establish credentials, and invite early guidance | MY TAGLINES, WHO I AM, WHAT I OFFER | `assets/portrait-02.webp` | ground change |
| 3 | positioning | Define role as an individual advocate and WA State specialist | WHO I AM, MY TAGLINES | `assets/logo-wa-expert-badge.webp` | ground change |
| 4 | about | Relieve isolation, build trust through personal and professional journey | ABOUT ME | `assets/portrait-03.webp`, `assets/portrait-04.webp` | ground change |
| 5 | offer | Present the strategic frameworks and free download resource | WHAT I OFFER | `assets/portrait-06.webp` | ground change |
| 6 | proof | Provide reassurance through client quotes, peer reviews, and directory listings | WHAT MY CLIENTS SAY | `assets/portrait-05.webp` | ground change |
| 7 | pause | Celebrate turning points and community housing commitment | ABOUT ME | `assets/portrait-01.webp` | ground change |
| 8 | cta | Prompt direct booking for the complimentary consultation | WHAT I OFFER, HOW PEOPLE REACH ME | none | ground change |
| 9 | footer | Fulfill legal compliance, county coverage, territorial acknowledgment, and copyright | THE DISCLAIMER, WHO I AM | `assets/logo.webp` | cut |

## 4. Section specs

### 4.1 nav
- **Layout pattern:** hung from an edge
- **Ingredients:** Logo lockup, geographic focus tag, primary CTA button.
- **Why:** Provides immediate recognition of her brand and quick access to booking without obstructing the flow.
- **Asset and tool:** `assets/logo.webp`, resize (width 260px).
- **Motion:** hover states on navigation links and CTA button.
- **Copy:** WHO I AM ("Specializing in Washington State divorces.", "Accepting new clients in Summer 2026"), WHAT I OFFER ("Book your free consult").

### 4.2 hero
- **Layout pattern:** overlap
- **Ingredients:** Lead statement with dynamic rotating word, intro bio, dual action triggers, plated portrait.
- **Why:** Greets visitors with empathy and optimism, positioning Shelly directly alongside her supportive beach portrait.
- **Asset and tool:** `assets/portrait-02.webp`, crop (4:5), resize (width 600px).
- **Motion:** word rotator on the headline ("emotional", "logistical", "financial"), scroll reveal on container entrance.
- **Copy:** MY TAGLINES ("Divorce isn’t just legal. It’s emotional, logistical, and very financial. Get a financial guide on your side.", "Hi, I’m Shelly, your $avvy Divorce Coach.", "Expert, optimistic, financially focused divorce strategy and support"), 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:** side-by-side
- **Ingredients:** Badge graphic, clarity statement on individual advocacy vs. neutral, regional focus callout.
- **Why:** Immediately clears up common confusion between couples mediation and individual financial advocacy.
- **Asset and tool:** `assets/logo-wa-expert-badge.webp`, resize (width 180px).
- **Motion:** scroll reveal on entry, hover states on badges.
- **Copy:** WHO I AM ("NOTE: I’m your financial advocate, not a “financial neutral” for couples.", "I’m your individual “advocate,” not a “financial neutral” for couples.", "🌟 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 ✨", "Virtual and in-person appointments available.", "LGBTQ+ & POLYAMORY FRIENDLY"), MY TAGLINES ("Divorce financial strategy & support in Washington State.").

### 4.4 about
- **Layout pattern:** plate on ground
- **Ingredients:** Empathy narrative, story of lived experience, credential stack, dual coastal images.
- **Why:** Connects directly with the emotional late-night searcher, establishing Shelly's unique combined qualifications.
- **Asset and tool:** `assets/portrait-03.webp`, crop (4:5), resize (width 480px); `assets/portrait-04.webp`, crop (4:5), resize (width 480px).
- **Motion:** scroll reveal on text blocks and image plates.
- **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.", "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?”", "You don’t have to do this on your own (nor should you!). You need someone educating, empowering and advocating for you who lives and breathes the financial intricacies of separation and divorce in your state.", "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."), MY TAGLINES ("When? As early as possible.", "Get the financial facts, know your options, and make empowered choices.", "YES, YOU CAN figure out your finances and make confident financial decisions in divorce—and beyond.").

### 4.5 offer
- **Layout pattern:** stacked column
- **Ingredients:** Core service cards (Finances FIRST Framework, Mapping the journey), free download card with letterboard visual.
- **Why:** Organizes her offerings clearly so clients know where they fit regardless of their stage in the process.
- **Asset and tool:** `assets/portrait-06.webp`, resize (width 320px).
- **Motion:** scroll reveal on cards, hover states on download trigger and cards.
- **Copy:** WHAT I OFFER ("Finances FIRST Framework:", "⭐ 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.", "Mapping the journey — my introductory strategy series:", "⭐ 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.)", "Free download, \"5 Money Moves to Get Your Divorce Moving\":", "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 ("Divorce preparation starts here").

### 4.6 proof
- **Layout pattern:** side-by-side
- **Ingredients:** Client quotes, 5-star Google review callouts, directory credentials, circular headshot badge.
- **Why:** Offers concrete proof of outcome and high-trust peer endorsements.
- **Asset and tool:** `assets/portrait-05.webp`, 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, "CDFA® (Certified Divorce Financial Analyst®), CDC® (CDC Certified Divorce Coach®), trained financial coach, divorced myself, in practice since 2019. I'm listed in three professional directories — Find a Divorce Coach, Coach Compare, and the Institute for Divorce Financial Analysts.").

### 4.7 pause
- **Layout pattern:** full-bleed
- **Ingredients:** Uplifting sunset image, forward-looking vision statement, housing philanthropy commitment.
- **Why:** Serves as an emotional lift and value-alignment moment before the final decision step.
- **Asset and tool:** `assets/portrait-01.webp`, crop (16:9), resize (width 1440px).
- **Motion:** scroll reveal on overlay content.
- **Copy:** 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.", "💗 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. 🏠🏡"), MY TAGLINES ("Divorce can be a fresh start — make it a $avvy one!").

### 4.8 cta
- **Layout pattern:** stacked column
- **Ingredients:** Direct invitation, reassuring consultation details, primary calendar link button.
- **Why:** Drives the singular conversion goal of the entire page with clear, low-pressure next steps.
- **Asset and tool:** none.
- **Motion:** scroll reveal on container, hover states on booking button.
- **Copy:** WHAT I OFFER ("I'm ready for my free consult with Coach Shelly", "Book your free consult", "Schedule a no-cost consultation"), HOW PEOPLE REACH ME ("Booking is https://shellyrees.as.me/start-here for the free, no-cost consultation. That link is the only way in — I don't publish an email address or a phone number, on purpose.").

### 4.9 footer
- **Layout pattern:** stacked column
- **Ingredients:** Mandatory legal disclaimer, territory acknowledgment, social links, trade/copyright notice.
- **Why:** Houses essential legal protection and regional recognition cleanly at the close of the experience.
- **Asset and tool:** `assets/logo.webp`, resize (width 220px).
- **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", "The business trades as Daybreak Solutions LLC and my copyright notice reads 2018–2026."), HOW PEOPLE REACH ME ("LinkedIn, Facebook and Instagram").