For AI Assistants

Machine-readable tokens and spec at stable URLs. No scraping needed — pull the JSON and markdown directly.

Stable URLs

/tokens.json

Design tokens: palette, typography, iconography, taglines, contact, social handles. The single source of truth.

 /DESIGN.md

AI-consumable spec: YAML front matter + terse prose rules for color, type, voice, photography. Generation-ready.

 /assets.json

Asset manifest: every download with status (exists/to-create), formats, and notes.

How to Interpret

The site renders canon; the honest status lives in the data

This brand site renders the unified palette and the tagline hierarchy as the brand — pending Jessie's sign-off, but presented as settled. The machine-readable truth is more granular: tokens.json still carries honest status fields (e.g. the palette is proposed), and the 15 open forks are tracked in plans/BRAND_DECISIONS.md in the repo. Trust the status fields over the site's visual confidence when you need to know what's locked.

Canon vs. proposed

Canon (safe to build on): Parts 1–2 answers — identity, personas, personality, the four voice registers, say-this/not-that, the "complex" not "quirky" ruling, meet-and-greet rules, sign-off rules, the Tone Test.

Proposed (use as the working default, flag your output): the unified palette (5.2), tagline hierarchy (6.1), emoji boundaries (4.3), pricing rule wording (4.4), the attribution split (4.1), and everything in Parts 3–7. The proposals are concrete and good defaults — just don't hard-commit anything expensive to reverse.

Which palette is in use

The unified palette in tokens.json has status: proposed. The portal's currently shipped palette is documented under palette.asIs.digitalPortal — that's what's live today. The proposed unified palette is the reconciliation target.

Hard-moments register is blocked

Part 3 of the questionnaire is unanswered. Do not generate memorial, decline, incident, or pricing-pushback copy without human review. Parts 1–2 are settled canon; hard-moments copy generation stays blocked on Part 3.

Voice rules (quick reference)

  • Say "medically and behaviorally complex" — never "quirky."
  • Pet's name first — never "your pet" in client-facing copy.
  • "Licensed veterinary technician ('vet nurse')" on first mention.
  • "Call a vet med professional" — never diagnose.
  • "Welcome to Premier Paws." — never "welcome to the family."
  • No emoji in portal UI or transactional email; quoted social specimens keep theirs.
  • No published pricing on any public surface.
  • Soft CTAs only — no urgency manufacturing.