/* Layout: editorial black-and-white. White sections with one black band mid-page and a black close; lavender appears once per screen. */
:root {
  --ink: #000000;
  --paper: #FFFFFF;
  --lavender: #AA7CCA;
  --plum: #6C41A1;
  --oxblood: #5C1A2B;
  --rule: #DADADC;
  --rule-dark: #3A3A3C;
  --muted-dark: #B9B6BE;
  --font: "Poppins", "Helvetica Neue", Arial, sans-serif;
  --gutter: clamp(16px, 5vw, 72px);
  --max: 1240px;
  --sec: clamp(72px, 10vw, 140px);
  color-scheme: light;
}
* { box-sizing: border-box; }
html { scroll-behavior: smooth; }
@media (prefers-reduced-motion: reduce) { html { scroll-behavior: auto; } }
body {
  background: var(--paper);
  color: var(--ink);
  font-family: var(--font);
  font-weight: 400;
  font-size: 1.0625rem;
  line-height: 1.65;
  -webkit-font-smoothing: antialiased;
}
img { max-width: 100%; display: block; }
a { color: inherit; }
:focus-visible { outline: 2px solid var(--lavender); outline-offset: 3px; }

.wrap { max-width: var(--max); margin-inline: auto; padding-inline: var(--gutter); }

/* type scale */
.label {
  font-size: .8125rem; font-weight: 600; letter-spacing: .16em; text-transform: uppercase;
  margin: 0;
}
h1, h2, h3 { margin: 0; text-wrap: balance; font-weight: 600; letter-spacing: -.02em; }
h1 { font-size: clamp(2.75rem, 6.4vw, 5.25rem); line-height: 1.02; }
h2 { font-size: clamp(2rem, 4vw, 3.25rem); line-height: 1.1; }
h3 { font-size: 1.375rem; line-height: 1.25; letter-spacing: -.01em; }
p { margin: 0; max-width: 62ch; }
.stack { display: grid; gap: 1.25rem; align-content: start; }

/* buttons */
.btn {
  display: inline-block; justify-self: start;
  font-family: var(--font); font-weight: 600; font-size: 1rem; letter-spacing: .01em;
  text-decoration: none; padding: 1.05rem 2rem; border-radius: 2px;
  transition: background-color .2s ease, color .2s ease;
}
.btn-dark { background: var(--ink); color: var(--paper); }
.btn-dark:hover { background: var(--lavender); color: var(--ink); }
.btn-light { background: var(--paper); color: var(--ink); }
.btn-light:hover { background: var(--lavender); color: var(--ink); }

/* header */
header { padding-block: 28px; }
header .wrap { display: flex; align-items: center; justify-content: space-between; gap: 24px; flex-wrap: wrap; }
.logo {
  font-weight: 600; font-size: 1.05rem; line-height: .92; letter-spacing: .01em; text-decoration: none;
  display: grid;
}
nav ul { list-style: none; display: flex; gap: clamp(16px, 2.6vw, 36px); margin: 0; padding: 0; flex-wrap: wrap; align-items: center; }
nav a { text-decoration: none; font-size: .8125rem; font-weight: 500; letter-spacing: .14em; text-transform: uppercase; }
nav a:hover { color: var(--plum); }
nav .nav-cta { border-bottom: 1.5px solid var(--ink); padding-bottom: 2px; }

/* hero */
.hero { padding-block: clamp(24px, 4vw, 56px) var(--sec); }
.hero .wrap { display: grid; grid-template-columns: minmax(0, 5fr) minmax(0, 7fr); gap: clamp(32px, 6vw, 96px); align-items: center; }
.hero figure { margin: 0; }
.hero img { width: 100%; aspect-ratio: 4 / 5.4; object-fit: cover; object-position: 50% 20%; }
.hero h1 .pop { color: var(--lavender); }
.hero .stack { gap: 1.5rem; }
.hero .btn { margin-top: .75rem; }

/* stats */
.stats { padding-bottom: var(--sec); }
.stats ul {
  list-style: none; margin: 0; padding: 0;
  display: grid; grid-template-columns: repeat(4, minmax(0, 1fr)); gap: clamp(24px, 3vw, 48px);
}
.stats li { border-top: 1px solid var(--ink); padding-top: 1.5rem; display: grid; gap: .5rem; align-content: start; }
.stats .num { font-weight: 300; font-size: clamp(2.75rem, 4.6vw, 4rem); line-height: 1; letter-spacing: -.03em; font-variant-numeric: tabular-nums; }
.stats .cap { font-size: .975rem; line-height: 1.45; max-width: 22ch; }

/* two-column editorial blocks */
.split { display: grid; grid-template-columns: minmax(0, 5fr) minmax(0, 7fr); gap: clamp(32px, 6vw, 96px); }
.split .left { display: grid; gap: 1.5rem; align-content: start; }
.edge { color: var(--oxblood); }

.problem { padding-bottom: var(--sec); }

/* dark sections */
.dark { background: var(--ink); color: var(--paper); padding-block: var(--sec); }
.dark p { color: var(--muted-dark); }
.dark .lead { color: var(--paper); }

.how .head { display: grid; gap: 1.5rem; margin-bottom: clamp(48px, 6vw, 88px); }
.steps { list-style: none; margin: 0; padding: 0; display: grid; grid-template-columns: repeat(2, minmax(0, 1fr)); gap: clamp(40px, 5vw, 72px) clamp(32px, 6vw, 96px); }
.steps li { border-top: 1px solid var(--rule-dark); padding-top: 1.5rem; display: grid; gap: .75rem; align-content: start; }
.steps .n { color: var(--lavender); font-weight: 500; font-size: .9375rem; letter-spacing: .08em; font-variant-numeric: tabular-nums; }
.how .btn { margin-top: clamp(48px, 6vw, 80px); }

/* photo band */
.band img { width: 100%; height: clamp(220px, 38vw, 520px); object-fit: cover; object-position: 50% 45%; }
.band figcaption { font-size: .75rem; letter-spacing: .14em; text-transform: uppercase; font-weight: 500; padding: 12px var(--gutter) 0; color: #55525A; }

.case { padding-block: clamp(56px, 7vw, 96px) var(--sec); }

/* ways */
.ways .head { display: grid; gap: 1.5rem; margin-bottom: clamp(48px, 6vw, 88px); }
.ways .head p { max-width: 60ch; }
.options { list-style: none; margin: 0; padding: 0; display: grid; grid-template-columns: repeat(4, minmax(0, 1fr)); gap: clamp(28px, 3vw, 48px); }
.options li { border-top: 1px solid var(--rule-dark); padding-top: 1.5rem; display: grid; gap: .75rem; align-content: start; }
.close { margin-top: clamp(88px, 11vw, 160px); display: grid; gap: 1.75rem; }
.close h2 { font-size: clamp(2.25rem, 5vw, 4rem); max-width: 18ch; }
.close .btn { margin-top: .5rem; }

footer { background: var(--ink); color: var(--muted-dark); border-top: 1px solid var(--rule-dark); padding-block: 40px; font-size: .875rem; }
footer .wrap { display: flex; justify-content: space-between; gap: 24px; flex-wrap: wrap; align-items: end; }
footer .logo { color: var(--paper); }
footer .email { color: var(--paper); user-select: all; }

/* responsive */
@media (max-width: 960px) {
  .stats ul { grid-template-columns: repeat(2, minmax(0, 1fr)); row-gap: 40px; }
  .options { grid-template-columns: repeat(2, minmax(0, 1fr)); }
}
@media (max-width: 760px) {
  .hero .wrap, .split { grid-template-columns: minmax(0, 1fr); }
  .hero .copy { order: -1; }
  .hero img { aspect-ratio: 4 / 4.2; }
  .steps, .options { grid-template-columns: minmax(0, 1fr); }
  nav ul { gap: 14px 18px; }
}

/* nav current page */
nav a[aria-current="page"] { color: var(--plum); }

/* services page */
.page-hero { padding-block: clamp(24px, 4vw, 56px) clamp(56px, 8vw, 112px); }
.page-hero .stack { gap: 1.5rem; max-width: 980px; }
.page-hero .btn { margin-top: .75rem; }
.stages { padding-bottom: var(--sec); }
.stage { border-top: 1px solid var(--rule); padding-block: clamp(40px, 5vw, 72px); }
.stage:last-child { border-bottom: 1px solid var(--rule); }
.stage .n { color: var(--plum); font-weight: 500; font-size: .9375rem; letter-spacing: .08em; font-variant-numeric: tabular-nums; }
.stage .left h2 { font-size: clamp(1.75rem, 3.2vw, 2.5rem); }
.detail { display: grid; gap: 2rem; align-content: start; }
.detail .intro { font-size: 1.1875rem; line-height: 1.55; }
.detail .group { display: grid; gap: .75rem; }
.detail .label { color: #55525A; }
.detail ul { list-style: none; margin: 0; padding: 0; display: grid; gap: .6rem; max-width: 62ch; }
.detail li { padding-left: 1.4rem; position: relative; }
.detail li::before { content: ""; position: absolute; left: .1rem; top: .68em; width: 5px; height: 5px; border-radius: 50%; background: var(--ink); }

/* about */
.about-hero { padding-block: clamp(24px, 4vw, 56px) var(--sec); }
.about-hero .split { align-items: start; }
.about-hero img { width: 100%; aspect-ratio: 1 / 1; object-fit: cover; object-position: 50% 30%; }
.about-hero .stack { gap: 1.35rem; padding-top: clamp(0px, 2vw, 24px); }
.quote { padding-block: var(--sec); }
.quote blockquote { margin: 0; display: grid; gap: 1.5rem; }
.quote blockquote p { color: var(--paper); max-width: 22ch; font-size: clamp(2rem, 4.4vw, 3.5rem); line-height: 1.12; font-weight: 500; letter-spacing: -.02em; text-wrap: balance; }
.quote blockquote p em { color: var(--lavender); font-style: italic; }
.quote cite { font-style: normal; font-size: .8125rem; letter-spacing: .16em; text-transform: uppercase; font-weight: 600; color: var(--muted-dark); }
.experience { padding-block: var(--sec); }

/* results */
.results-list { padding-bottom: var(--sec); }
.result { display: grid; grid-template-columns: minmax(0, 5fr) minmax(0, 7fr); gap: clamp(16px, 6vw, 96px); border-top: 1px solid var(--rule); padding-block: clamp(28px, 3.5vw, 44px); align-items: baseline; }
.result:last-child { border-bottom: 1px solid var(--rule); }
.result .num { font-weight: 300; font-size: clamp(2.75rem, 5.4vw, 4.5rem); line-height: 1; letter-spacing: -.03em; font-variant-numeric: tabular-nums; }
.result .what { display: grid; gap: .4rem; }
.result .what strong { font-weight: 600; font-size: 1.1875rem; }
.gallery { padding-bottom: var(--sec); }
.gallery .head { display: grid; gap: 1.5rem; margin-bottom: clamp(40px, 5vw, 64px); }
.gallery ul { list-style: none; margin: 0; padding: 0; display: grid; grid-template-columns: repeat(3, minmax(0, 1fr)); gap: clamp(32px, 4vw, 56px) clamp(20px, 2.5vw, 36px); }
.gallery li { display: grid; gap: .9rem; align-content: start; }
.gallery img { width: 100%; aspect-ratio: 1 / 1; object-fit: cover; }
.gallery h3 { font-size: 1.125rem; }
.gallery p { font-size: .975rem; }
@media (max-width: 960px) { .gallery ul { grid-template-columns: repeat(2, minmax(0, 1fr)); } }
@media (max-width: 760px) {
  .result { grid-template-columns: minmax(0, 1fr); }
  .gallery ul { grid-template-columns: minmax(0, 1fr); }
}

/* videos */
.videos { padding-bottom: var(--sec); }
.videos .head { display: grid; gap: 1.5rem; margin-bottom: clamp(40px, 5vw, 64px); }
.video-grid { display: grid; grid-template-columns: repeat(3, minmax(0, 1fr)); gap: clamp(20px, 2.5vw, 36px); }
.video-grid figure { margin: 0; display: grid; gap: .9rem; align-content: start; }
.video-grid .frame { position: relative; aspect-ratio: 16 / 9; background: var(--ink); max-width: 100%; }
.video-grid iframe { position: absolute; inset: 0; width: 100%; height: 100%; border: 0; }
.video-grid figcaption { display: grid; gap: .25rem; font-size: .975rem; }
.video-grid figcaption strong { font-weight: 600; font-size: 1.0625rem; }
.more-links { list-style: none; margin: clamp(28px, 3vw, 40px) 0 0; padding: 0; display: flex; flex-wrap: wrap; gap: 12px 40px; }
.more-links a { font-weight: 600; text-decoration: none; border-bottom: 1.5px solid var(--ink); padding-bottom: 2px; }
.more-links a:hover { color: var(--plum); border-color: var(--plum); }
@media (max-width: 960px) { .video-grid { grid-template-columns: minmax(0, 1fr); } }

/* interview */
.interview { padding-block: var(--sec) 0; }
.interview .left p:last-child { max-width: 40ch; }
.interview .frame { position: relative; aspect-ratio: 16 / 9; background: var(--ink); max-width: 100%; align-self: start; }
.interview iframe { position: absolute; inset: 0; width: 100%; height: 100%; border: 0; }

.close h2 .pop { color: var(--lavender); }
.close h2 { max-width: 22ch; }

/* resources */
.res-list { padding-bottom: var(--sec); }
.res-item { display: grid; gap: .6rem; text-decoration: none; border-top: 1px solid var(--ink); border-bottom: 1px solid var(--rule); padding-block: clamp(28px, 4vw, 48px); max-width: 860px; }
.res-item .label { color: #55525A; }
.res-title { font-size: clamp(1.6rem, 3vw, 2.25rem); font-weight: 600; letter-spacing: -.02em; line-height: 1.15; }
.res-dek { max-width: 60ch; }
.res-more { font-weight: 600; justify-self: start; border-bottom: 1.5px solid var(--ink); padding-bottom: 2px; margin-top: .5rem; }
.res-item:hover .res-title, .res-item:hover .res-more { color: var(--plum); border-color: var(--plum); }

/* article */
.post { padding-block: clamp(24px, 4vw, 56px) var(--sec); }
.post-head { display: grid; gap: 1.25rem; max-width: 900px; margin-bottom: clamp(40px, 6vw, 80px); }
.post-head .label a { text-decoration: none; border-bottom: 1px solid currentColor; }
.post-head .dek { font-size: clamp(1.15rem, 1.8vw, 1.375rem); line-height: 1.5; max-width: 52ch; }
.post-body { max-width: 720px; display: grid; gap: 1.35rem; }
.post-body p { max-width: 64ch; }
.pull { font-size: clamp(1.75rem, 3.6vw, 2.75rem); line-height: 1.15; font-weight: 600; letter-spacing: -.02em; border-top: 1px solid var(--ink); border-bottom: 1px solid var(--ink); padding-block: 1.5rem; margin-block: 1rem; max-width: none; }
.pull .pop { color: var(--lavender); }
.traps { display: grid; gap: clamp(32px, 4vw, 48px); margin-block: 1.5rem; }
.trap { display: grid; gap: 1rem; border-top: 1px solid var(--rule); padding-top: 1.5rem; }
.trap h2 { font-size: clamp(1.5rem, 2.6vw, 2rem); }
.trap .label { color: var(--plum); }
.kicker { font-weight: 600; }
.section-h { font-size: clamp(1.75rem, 3vw, 2.25rem); margin-top: 2rem; }
.missing { display: grid; grid-template-columns: repeat(2, minmax(0, 1fr)); gap: clamp(24px, 3vw, 40px); margin: 1rem 0; }
.missing div { border-top: 1px solid var(--ink); padding-top: 1rem; display: grid; gap: .5rem; align-content: start; }
.missing dt { font-weight: 600; font-size: 1.125rem; }
.missing dd { margin: 0; }
.post-cta { margin-top: 2.5rem; background: #F3F1F5; padding: clamp(24px, 4vw, 40px); display: grid; gap: 1rem; }
.post-cta .btn { margin-top: .5rem; }
@media (max-width: 640px) { .missing { grid-template-columns: minmax(0, 1fr); } }

.psteps { list-style: none; margin: .5rem 0 0; padding: 0; display: grid; gap: 0; }
.pstep { display: grid; grid-template-columns: 3.25rem minmax(0, 1fr); gap: 1rem; border-top: 1px solid var(--rule); padding-block: 1.5rem; }
.pstep:last-child { border-bottom: 1px solid var(--rule); }
.pstep .n { color: var(--plum); font-weight: 500; letter-spacing: .08em; font-variant-numeric: tabular-nums; padding-top: .2rem; }
.pstep div { display: grid; gap: .75rem; }
.pstep h3 { font-size: 1.25rem; }
.faq { display: grid; border-top: 1px solid var(--ink); }
.faq details { border-bottom: 1px solid var(--rule); padding-block: 1.1rem; }
.faq summary { cursor: pointer; font-weight: 600; font-size: 1.0625rem; list-style: none; display: flex; justify-content: space-between; gap: 1rem; }
.faq summary::-webkit-details-marker { display: none; }
.faq summary::after { content: "+"; font-weight: 400; font-size: 1.4rem; line-height: 1; }
.faq details[open] summary::after { content: "\2212"; }
.faq details p { margin-top: .75rem; }

/* revenue map */
.paths { list-style: none; margin: 1.5rem 0 clamp(40px, 5vw, 64px); padding: 0; border-top: 1px solid var(--ink); }
.path { display: grid; grid-template-columns: 3rem minmax(0, 1.2fr) repeat(3, minmax(0, 1fr)); gap: clamp(16px, 2.5vw, 32px); padding-block: 1.5rem; border-bottom: 1px solid var(--rule); align-items: start; }
.path .n { color: var(--plum); font-weight: 500; letter-spacing: .08em; padding-top: .15rem; font-variant-numeric: tabular-nums; }
.path h3 { font-size: 1.1875rem; }
.path .leg { display: grid; gap: .35rem; }
.path .leg .label { color: #55525A; font-size: .75rem; }
.path .leg p { font-size: .975rem; line-height: 1.55; }
@media (max-width: 900px) { .path { grid-template-columns: 2.5rem minmax(0, 1fr); } .path .leg { grid-column: 2; } }

/* calculator */
.calc { display: grid; grid-template-columns: minmax(0, 1fr) minmax(0, 1fr); gap: clamp(28px, 4vw, 64px); margin-bottom: clamp(48px, 6vw, 88px); align-items: start; }
.calc-inputs { display: grid; grid-template-columns: repeat(2, minmax(0, 1fr)); gap: clamp(16px, 2.5vw, 32px); }
.calc fieldset { border: 0; margin: 0; padding: 0; display: grid; gap: .9rem; min-width: 0; }
.calc legend { margin-bottom: .9rem; border-bottom: 1px solid var(--ink); width: 100%; padding-bottom: .6rem; }
.calc-field { display: grid; gap: .35rem; font-size: .9rem; }
.calc-field .in { display: flex; align-items: center; gap: .35rem; border: 1px solid #C9C6CE; padding: .55rem .75rem; background: var(--paper); }
.calc-field .in:focus-within { border-color: var(--ink); outline: 2px solid var(--lavender); outline-offset: 1px; }
.calc-field input { border: 0; outline: 0; font: inherit; font-size: 1.0625rem; font-weight: 500; width: 100%; min-width: 0; background: transparent; color: var(--ink); font-variant-numeric: tabular-nums; }
.calc-field .unit { color: #55525A; }
.calc-out { display: grid; grid-template-columns: repeat(2, minmax(0, 1fr)); gap: 2px; background: var(--ink); border: 2px solid var(--ink); }
.tile { background: var(--paper); padding: clamp(18px, 2.5vw, 28px); display: grid; gap: .5rem; }
.tile .label { color: #55525A; }
.tile .big { font-size: clamp(2rem, 4vw, 3rem); font-weight: 300; letter-spacing: -.03em; line-height: 1; font-variant-numeric: tabular-nums; }
.pop-tile { background: var(--ink); color: var(--paper); }
.pop-tile .label { color: var(--muted-dark); }
.pop-tile .big { color: var(--lavender); font-weight: 400; }
.calc-sum { grid-column: 1 / -1; background: var(--paper); padding: clamp(18px, 2.5vw, 28px); font-weight: 500; max-width: none; }
.bench dt { font-size: clamp(1.75rem, 3vw, 2.25rem); font-weight: 300; letter-spacing: -.02em; font-variant-numeric: tabular-nums; }
@media (max-width: 960px) { .calc { grid-template-columns: minmax(0, 1fr); } }
@media (max-width: 480px) { .calc-inputs { grid-template-columns: minmax(0, 1fr); } }