# STACEY (TANTRUM) — CREATIVE-DIRECTION DOSSIER
**Stacey Smith · Tantrum Agency · Aspen Dental creative lead**
Compiled 2026-08-14 · Juliet-cited (every item = her exact words or the exact spec + real source)

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## 0. WHO / SCOPE / AUTHORITY / COVERAGE

**Who:** Stacey Smith, creative lead at **Tantrum Agency** — Aspen Dental's creative/visual agency (imagery + color + concept; the "Ask Aspen" campaign platform). Email `s_smith@tantrumagency.com`; colleague Dave Tann `d_tann@tantrumagency.com` (recipient-only in this inbox — zero emails FROM him exist). Board files were physically authored by **Allison Peden** (deck) and **Josh Vick** (territories) at Tantrum; Stacey is the sharing/direction lead — all shares came from `s_smith@tantrumagency.com`.
> Source: memory `reference-tantrum-aspen-creative-direction.md`; Gmail thread `19ffb6a240d9a744` "Today's AD meeeting"; Package Report author fields per TANTRUM-READOUT.md provenance.

**Scope: ASPEN ONLY.** Tantrum has no ClearChoice engagement — do NOT attribute any CC direction to her. Erin Karr 8/12: *"how do we get a Stacy for ClearChoice??"*
> Source: memory `reference-tantrum-aspen-creative-direction.md` ("Tantrum is **Aspen only**").

**AUTHORITY — "STACEY = RAFEH" (Chris ruling 8/13):** her delivered creative (the 3 boards + assets) is the **authoritative Aspen visual foundation**, co-equal with Rafeh's direction. Authority order per `/tmp/aspen-nextlevel/DESIGN-BRIEF.md:6`: *"Rafeh > Chris rulings ('STACEY = RAFEH', 8/13) > Nathan 8/13 docx … > Eric 8/12 Figma > Tantrum/Stacey ('not direction, just suggestions') > current site."*
**THE ONE CAVEAT:** her 8/13 23:23Z "Web thoughts" email opens *"THIS IS NOT DIRECTION, JUST SUGGESTIONS/THOUGHTS"* (Gmail thread `19ffd701a8bf74d2`). Everything sourced to that thread is **suggestion-tier, not direction** — she herself defers two items (two-font family; corner radii) to "RM" = Rafeh Masood. Keep DIRECTION (boards/assets) vs SUGGESTION (Web thoughts) distinct at all times.
**CONCEPT vs VISUAL:** Rafeh REJECTED the "Ask Aspen" CONCEPT/copy on Teams 8/13 20:19 (*[Rafeh internal feedback — held]*); the Tantrum VISUAL look-and-feel (palette, Figtree/Besley, chip/tile/A-super-graphic devices, photography) is **KEPT** and applied to the Warby page structure + Nathan's content spine.
> Source: memory `reference-tantrum-aspen-creative-direction.md` §RAFEH REJECTED; `project-aspen-warby-treatment-2026-08-13.md`.

**Channels swept:** Gmail (4 threads, 100% of messages read: `19ffd701a8bf74d2`, `19ffb6a240d9a744` all 9 msgs, `19ffb3412c6a34c0` both msgs, `19ffcdaa55a1f6f6` all 3 msgs) · her 3 Dropbox deliveries decoded locally (`~/tag-docs/aspen-warby/tantrum/`) · Google Drive (VERIFIED-EMPTY: zero files owned by s_smith — she delivers via Dropbox only) · calls (GAP: no local transcript of the 8/13 2-hr copy/hierarchy session; `~/tag-docs/calls/full/` ends 20260810-1700) · **Figma: she is NOT a Figma commenter** — no comments from her in any swept Figma file; her Figma access is UI-invite-pending (Commenter, free seat) on `0cKmL0B6ZtjcOddlEnvFYH`.
**Disambiguation honored:** Stacey Chamberlain / `stacey.roberts@aprio.com` (Aprio SALT tax) is a DIFFERENT person — all @aprio.com/tax/audit content excluded.
**Timeline note:** no Stacey/Tantrum email exists before 2026-08-13 in this inbox; her promised copy pass ("Copy suggestions coming in the am") had NOT arrived as of the 8/14 sweep.

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## 1. DO's — HER CREATIVE DIRECTION (authoritative, from the delivered boards)

### 1a. Palette

| # | Value | Role | Source (Juliet) |
|---|-------|------|-----------------|
| 1 | `#0F1F35` dark navy | "Not Sure What You Really Need?" panel bg | TANTRUM-READOUT.md §Color palette — deck is RGB/sRGB → EXACT, sampled from `_renders/deck-1.png` flat panels |
| 2 | `#1743D7` vivid blue | "Ask Aspen What Your Options Are." panel + filled chips | same |
| 3 | `#88BED9` powder blue | "Ask First. Decide Confidently." panel | same |
| 4 | `#9ECCE5` hero powder | hero ground | same |
| 5 | `#8CC3E1` light-blue headline | headline color | same |
| 6 | `#ECECE0` cream | "Ask Aspen What You Need." panel + cream chips | same |

**Territory palette (⚠ CMYK SWOP→sRGB APPROXIMATIONS, not authored values):** navy `#162B54` · dusty pink/mauve `#D0A6B5` · royal `#3561AD` · deep royal `#203D73` · sky/ice `#C8E8FA` · ghost-A mid blue `#6890C7` · cream `#F3F1EA` · white `#FFFFFF`.
> *"Before locking tokens from the two territories, get authored CMYK/brand values from Tantrum"* — TANTRUM-READOUT.md §Color palette + §Application guidance. No spot colors ("Spot Color Objects:" empty in all 3 Package Reports).

**Palette discipline (her boards' rule):** *"navy + one accent per territory (pink OR blue family) + cream/white. Never all accents at once."* — TANTRUM-READOUT.md §Image-treatment rules #8.

### 1b. Typography

| Principle | Spec | Source (Juliet) |
|-----------|------|-----------------|
| Figtree = brand workhorse | packaged `Figtree-Bold.ttf`; Adobe-Fonts SemiBold/Bold/ExtraBold/ExtraBold-Italic (this-means); Regular/Italic/Medium-Italic/SemiBold-Italic (yes) | TANTRUM-READOUT.md §Typography (Package Reports); `deck-native/Aspen_Brainstorm-AP-1_Package Report.txt` |
| Besley Medium SERIF for editorial body | `deck-native/Fonts/Besley-Medium.ttf` | same |
| MyriadPro-Regular = utility only | packaged | same |
| Headline style rule | *"all-lowercase, oversized, the key word set in italic ('means…', 'yes to…'), tight leading, sentence-period endings"* — visible across both territories | TANTRUM-READOUT.md §Typography |
| Weight/leading/spacing refinement (SUGGESTION-tier, adopted into build spec) | H1 weight down (Figtree Regular/Light-leaning), leading up, +10% hero-stack spacing, body −1 step — from her words *"Perhaps there is a thinner version of the font? … increasing the space a bit between the header, body copy and pills (like 10%)?? … decrease the font size of the body copy; it might feel more elegant."* | Gmail `19ffd701a8bf74d2` "Web thoughts"; adopted at DESIGN-BRIEF.md:20/:70 |

### 1c. Concept & layout devices (her board devices)

| Device | Verbatim / spec | Source (Juliet) |
|--------|-----------------|-----------------|
| Cropped-A super-graphic | *"The Aspen 'A' as a cropped super-graphic: one flat brand color (dusty pink or blue), scaled past the canvas so only strokes/counters show, layered at tile edges or behind subjects"* — proven in Redscout barber frame `PH_AD_Redscout_Day#4_20250921_Barbar Shop_0584.jpg` pink-A composite. Converges with RAFEH's own email device (*"anytime we have an Aspen dentist or clinician show up, we could use the A right behind them"*, thread `19ffb3412c6a34c0`) — her boards prove it; Stacey's on-record endorsement of Rafeh's version: *"Makes sense. Thanks Rafeh:)"* (msg `19ffb6bde68d3b8b`) | TANTRUM-READOUT.md §Image-treatment rules #4 |
| Tile-grid composition | *"alternating flat-color copy tiles and photo tiles; AspenDental lockup small in a corner of most tiles (navy on light, white/pink on dark)"* | TANTRUM-READOUT.md §Image-treatment rules #6 |
| Lowercase-italic photo overlays | *"Giant lowercase italic word overlays directly on photos in one accent color (pink on photos in 'this means'; light blue/navy in 'yes')"* | TANTRUM-READOUT.md §Image-treatment rules #5 |
| Pill/chip UI language | *"fully-rounded pills for services ('Ask Aspen' chips) and affirmations ('yes to…' stack) — alternating filled/outlined, icon + label"* | TANTRUM-READOUT.md §Image-treatment rules #7 |
| Service chip-cloud spec | Dentures, Tooth Extractions, X-Rays, Dental Crowns, Custom Tooth Shades, Dental Bridges, Veneers, Root Canals, Custom Dentures, Dental Implants, Surgery — *"rounded-full pills alternating vivid-blue fill/white text and cream fill/navy text, each with a line-icon"* (⚠ see her own DON'T on jargon, §3) | deck `Aspen_Brainstorm-AP-1_Package.ai` "Not Sure What You Really Need?" module (`_renders/deck-1.png`) |

### 1d. Photography

| Principle | Verbatim | Source (Juliet) |
|-----------|----------|-----------------|
| Real candid joy | *"Real, candid joy — not stock-dental posing. Mid-laugh, eyes closed, heads back, friends piled together; clinical shots only as 'collaboration' moments (mirror, X-ray walkthrough, model in hand)"* | TANTRUM-READOUT.md §Image-treatment rules #1 |
| Full-color natural, no filters | *"Full-color natural photography. No duotones, no color washes, no gradients — color comes from the flat tiles around the photos, not filters on them."* | TANTRUM-READOUT.md §Image-treatment rules #2 |
| Extreme smile crops | *"Extreme smile crops as hero graphics: mouth/teeth cropped past frame edges, heart-hands framing"* (yes territory: `2319fd2c…jpg` 1964x1500 heart-hands smile crop) | TANTRUM-READOUT.md §Image-treatment rules #3 + yes/Links inventory |
| Aspen's OWN Redscout shoot, not stock | *"Uses Aspen's own Redscout brand shoot (real, not stock): PH_AD_Redscout_Day_3_20250920_Office_Exam Room_0804.jpg (2500x1667), PH_AD_Redscout_Day_4_20250921_Barbar Shop_0584.jpg; plus Aspen-Smile-1.jpg (2090x2772) + Aspen-Smile-1-nobg.png transparent cutout"* | TANTRUM-READOUT.md §Asset inventory |
| Demo age: older-skewing subjects | *"A bit young, not the right demo?"* (SUGGESTION-tier origin, adopted into build spec: "Older-skewing subject per Stacey" DESIGN-BRIEF.md:69) | Gmail `19ffd701a8bf74d2` "Web thoughts" |
| Photos integrated, not floated | *"It also feels like an afterthought, as if it were just placed on the page. I'd remove the white border."* → hero photo full-bleed/tile-integrated, edge-anchored, no floated card (SUGGESTION-tier origin, adopted DESIGN-BRIEF.md:26) | Gmail `19ffd701a8bf74d2` "Web thoughts" |

### 1e. Copy / voice (from her boards — note concept-status)

| Item | Verbatim | Source (Juliet) |
|------|----------|-----------------|
| Board voice | all-lowercase affirmation lines with sentence-period endings: *"this means showing up fully." / "yes. a healthier future begins here." / "yes to… asking every question. / talking about cost. / starting again / clear options"* | `_renders/thismeans.txt` + `_renders/yes.txt` |
| "Ask Aspen" concept copy — ⚠ REJECTED as concept by Rafeh 8/13, HISTORICAL only | *"Don't Just Take A Seat. Take Part." / "Ask First. Decide Confidently." / "Ask Aspen What You Need." / … "At AspenDental, patients aren't passive participants. We listen to your concerns, talk through your options, and help you play an active role in your oral care."* CTA *"Ask Aspen Today"* | `_renders/deck.txt` (from `Aspen_Brainstorm-AP-1_Package.ai`); rejection per memory `reference-tantrum-aspen-creative-direction.md` |
| Her am copy pass | *"Copy suggestions coming in the am."* — NOT YET RECEIVED as of 8/14 sweep (freshest from:s_smith = 8/13 23:23Z). Watch inbox. | Gmail `19ffd701a8bf74d2` |

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## 2. DON'Ts — ANTI-PATTERNS SHE FLAGGED

| # | Don't | Verbatim | Source (Juliet) | Tier |
|---|-------|----------|-----------------|------|
| 1 | White border on hero photo / floated-card photo placement | *"It also feels like an afterthought, as if it were just placed on the page. I'd remove the white border."* | Gmail `19ffd701a8bf74d2` "Web thoughts" | suggestion (adopted) |
| 2 | Too-young hero demo | *"A bit young, not the right demo? And a little dark."* | Gmail `19ffd701a8bf74d2` | suggestion (adopted) |
| 3 | Heavy header / cramped leading | *"The header appears just a bit heavy and needs a bit more space in the leading."* | Gmail `19ffd701a8bf74d2` | suggestion (adopted) |
| 4 | Simultaneous light-blue + cobalt overload | *"struggling with the light blue and cobalt… Maybe lighten the cream color too"* → reduce simultaneous sky/cobalt use | Gmail `19ffd701a8bf74d2` | suggestion |
| 5 | Dental-jargon pills | *"They are all specific/dental jargon. Like, if my tooth hurts IDK what avenue to choose...Tooth Extractions?? maybe there is a 'general dentistry' pill"* | Gmail `19ffd701a8bf74d2` | suggestion (adopted: symptom-first relabel + General dentistry pill, DESIGN-BRIEF.md:137) |
| 6 | Misaligned block | *"Ask Aspen What You Need is shifted way to the left. I'm thinking it's unintentionally out of place."* (fix `.ask` block, `index.html:67`) | Gmail `19ffd701a8bf74d2` | suggestion (adopted) |
| 7 | All accents at once | *"Palette discipline: navy + one accent per territory (pink OR blue family) + cream/white. Never all accents at once."* | TANTRUM-READOUT.md §Image-treatment rules #8 | DIRECTION (board-derived) |
| 8 | Duotones / washes / gradients on photos | *"No duotones, no color washes, no gradients"* | TANTRUM-READOUT.md §Image-treatment rules #2 | DIRECTION (board-derived) |
| 9 | Replicating source-copy typos | *"Source-copy typos to NOT carry into the build: 'i reconginze myself again.', 'saying your're nervous', 'enjoying the moment .' (space before period)"* (+ "yes. is care at your peace" — peace vs pace flagged intent-to-confirm in TANTRUM-CONCEPTS-BRIEF) | TANTRUM-READOUT.md §Provenance notes | BB provenance note |
| 10 | ⚠ SECONDHAND (design-brief distillation, not her words): reducing the page to one blue on white | *"A page that is only one blue on white has lost the treatment"* — but vivid blue `#1743D7` appears ONLY on primary CTAs/links | DESIGN-BRIEF.md:22 + FUSED-TREATMENT.md §1 Rules | distillation of her boards + STACEY=RAFEH resolution |

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## 3. THE 3 CONCEPT DECKS

### 3.1 "Ask Aspen" (deck — `Aspen_Brainstorm-AP-1_Package.ai`, 49.3MB, RGB 1920x1080, project AD_007 Brand Concepting, authored Allison Peden)
Patient-empowerment platform: *"Don't Just Take A Seat. Take Part."* — patients as active participants. Homepage mock with headline panels (*"Ask First. Decide Confidently." / "Ask Aspen What You Need." / "Not Sure What You Really Need?"*), an 11-service rounded-pill chip-cloud on dark navy, laughing older-woman portrait on painterly blue with 4-point star, X-ray-walkthrough collaboration photos, CTA "Ask Aspen Today", circumflex-A "Âspen" lockup. Exact sRGB palette (#0F1F35/#1743D7/#88BED9/#9ECCE5/#8CC3E1/#ECECE0).
**Maps onto our build:** ⚠ CONCEPT/COPY REJECTED by Rafeh 8/13 ("value and convenience […]") — but the palette (the only EXACT hex source), the chip-cloud device, panel rhythm, and photography direction are KEPT. The Ask-Aspen voice survives only as the /ask-aspen secondary page + "Not sure where to start?" link, never the homepage lead.
> Sources: `_renders/deck-1.png` + `_renders/deck.txt`; TANTRUM-READOUT.md §1; memory rejection record.

### 3.2 "this means…" (territory — `this means.ai`, 65.5MB, CMYK SWOP 1920x900, authored Josh Vick)
Giant lowercase italic *"means…"* overlaid on candid photos: *"this means showing up fully." / "this means not holding back." / "this means enjoying the moment ."*; dusty-pink `#D0A6B5` accent on navy `#162B54`; Aspen "A" cropped huge as flat graphic (pink on navy, pink behind subjects — the Redscout barber-frame composite); real Redscout shoot photography.
**Maps onto our build:** the cropped-A-behind-subject hero device, lowercase-italic overlay type treatment, dusty pink as editorial (never-CTA) accent, tile-grid mosaics.
> Sources: `_renders/thismeans-1.png` + `_renders/thismeans.txt`; TANTRUM-READOUT.md §2.

### 3.3 "yes." (territory — `yes brand.ai`, 31.8MB, CMYK SWOP 1920x900, authored Josh Vick)
Giant lowercase *"yes. / yes to…"* affirmations: *"yes. a healthier future begins here." / "yes to… asking every question. / talking about cost. / starting again / clear options"*; navy + blues + cream; navy pill-chip stack; ghost "A" letterform cropped even larger as tile background; extreme smile crops (heart-hands frame).
**Maps onto our build:** the affirmation pill-stack pattern, ghost-A tile backgrounds, extreme-smile-crop photo tiles, blues+cream palette lane.
> Sources: `_renders/yes-1.png` + `_renders/yes.txt`; TANTRUM-READOUT.md §3.

**⚠ "this means" vs "yes" are two ALTERNATE positive territories, NOT a do/don't pair** (corrected assumption — TANTRUM-READOUT.md §What was actually shared).

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## 4. SUGGESTIONS — NOT DIRECTION (her 8/13 "Web thoughts" email, verbatim)

All from Gmail thread `19ffd701a8bf74d2`, s_smith@tantrumagency.com, 2026-08-13T23:23:19Z. **She opens: "THIS IS NOT DIRECTION, JUST SUGGESTIONS/THOUGHTS… Overall messaging, can't really speak to yet, but design I can."**

| # | Her words (verbatim) | Kind |
|---|----------------------|------|
| 1 | "The header appears just a bit heavy and needs a bit more space in the leading. Perhaps there is a thinner version of the font?" | type |
| 2 | "I'd also try increasing the space a bit between the header, body copy and pills (like 10%)??" | spacing |
| 3 | "I'd also decrease the font size of the body copy; it might feel more elegant." | type |
| 4 | "I know we discussed using two font families, so I am cool with that, but I'm unsure about RM's thoughts." | question → PENDING RM (Rafeh) stamp |
| 5 | "Image does not feel right to me. A bit young, not the right demo? And a little dark. Good capture of the emotion. It also feels like an afterthought, as if it were just placed on the page. I'd remove the white border." | photography |
| 6 | "Overall, the rounded edges are larger than in the concept. It seems like you guys are embracing this, does this detail have a stamp of approval from RM? Again, some of the stuff you guys are doing can influence ours." | question → PENDING RM stamp |
| 7 | "As of now I am struggling with the light blue and cobalt, but I don't have any suggestions on how to fix. Maybe lighten the cream color too?" | palette |
| 8 | "I also struggle with the \"What I really need...? section. They are all specific/dental jargon. Like, if my tooth hurts IDK what avenue to choose...Tooth Extractions?? maybe there is a \"general dentistry\" pill or something else." | content |
| 9 | "Ask Aspen What You Need is shifted way to the left. I'm thinking it's unintentionally out of place." | layout |
| 10 | "Copy suggestions coming in the am." — OPEN, not received as of 8/14 sweep | pending |

Related open items (other threads, same tier): *"I will set up a weekly TB… Should I include Erin Karr?"* (thread `19ffb6a240d9a744` — unanswered, Chris's call; the weekly "Tantrum x AD Web TB" invite landed, Weds 12:30–1:15 ET, thread `19ffc34d027a0d70`, first 8/19) · her ack of Nathan's homepage-hierarchy attachment: *"Awesome, thank you. We will take a look. Stay tuned."* (msg `19ffd4e197fb7018`, thread `19ffcdaa55a1f6f6`).
Per DESIGN-BRIEF.md:57 the build proceeds with the two-font + 16px-radius spec, **both marked "pending RM."**

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## 5. DOCS SHE DELIVERED

| Title | Locator | Date |
|-------|---------|------|
| "Ask Aspen" concept board (deck native) | `[local file] (49.3MB) + Package Report.txt · render `[local file] · copy `_renders/deck.txt` · PDF `[local file] | 2026-08-13 |
| "this means…" brand territory | `[local file] means.ai` (65.5MB) + Report.txt · render `_renders/thismeans-1.png` · copy `_renders/thismeans.txt` · PDF `~/Documents/TAG/tantrum-2026-08-13/this-means.pdf` | 2026-08-13 |
| "yes." brand territory | `[local file] brand.ai` (31.8MB) + Report.txt · render `_renders/yes-1.png` · copy `_renders/yes.txt` · PDF `~/Documents/TAG/tantrum-2026-08-13/yes-brand.pdf` | 2026-08-13 |
| Dropbox share email "Today's AD meeeting" (3 folders; zips retained) | Gmail thread `19ffb6a240d9a744`; zips `[local file] links: `[private Tantrum Dropbox link — held; request from BB] (folders) · `…/yriqf00ppupvjgxjbt6d1/AE3qSIoeLRlUssXzws8Us8Y?rlkey=[withheld]&dl=0` (this means) · `…/jbwm067a09p34liz9hsg2/AGw1giRlkK1-IuUmqb8yRX4?rlkey=[withheld]&dl=0` (yes) | 2026-08-13 |
| "Web thoughts" feedback email (NOT DIRECTION) | Gmail thread `19ffd701a8bf74d2`, 23:23Z; verbatim captured in `/tmp/aspen-nextlevel/design-docs.md` (S4 rows) | 2026-08-13 |
| Redscout brand-shoot photography (in territory Links/) | `[local file] Room_0804.jpg` + `PH_AD_Redscout_Day_4_20250921_Barbar Shop_0584.jpg` (2500x1667); hero `…/tantrum/folders/Links/Aspen-Smile-1-nobg.png` (2090×2772) | 2026-08-13 |
| Weekly "Tantrum x AD Web TB" invite (Weds 12:30–1:15pm ET) | Gmail thread `19ffc34d027a0d70` | 2026-08-13 |
| Her "Owning the A" ack (Rafeh direction thread) | Gmail msg `19ffb6bde68d3b8b` in thread `19ffb3412c6a34c0` | 2026-08-13 |

**BB-authored derivatives (context, not hers):** TANTRUM-READOUT.md `[local file] · TANTRUM-CONCEPTS-BRIEF.md `[local file] · FUSED-TREATMENT.md + TREATMENT-SPEC.md `[local file] · proof renders `[local file] · memory `reference-tantrum-aspen-creative-direction.md` + `project-aspen-warby-treatment-2026-08-13.md`.
**GAP note:** the deck she references as *"Deck (sent yesterday)"* has NO link in this inbox (likely sent 8/12 to chris.mason@teamtag.com) — the native files above ARE the content. She + Dave Tann are NOT on the demo-host gate roster (`copy-review-brief-2026-08-13.md:33`); access decision pending.

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## 6. APPENDIX — FUSED PALETTE + TYPE SPEC (verbatim from `[local file])

### §1 Palette (FULL Tantrum palette; never reduce to one blue)

| Role | Hex | Usage |
|------|-----|-------|
| Navy deep | #0F1F35 | Primary text on cream/white, darkest grounds |
| Navy territory | #162B54 | Section grounds, dark tiles |
| Vivid blue (owned CTA blue) | #1743D7 | CTAs, links, the ONE action color |
| Royal | #3561AD | Secondary blue accents, chips, icon strokes |
| Powder | #88BED9 | Soft tile fills, secondary bands |
| Sky | #C8E8FA | Lightest blue washes, chip fills |
| Dusty pink | #D0A6B5 | The "this-means" accent; editorial highlights, select tiles |
| Cream | #ECECE0 | Primary warm ground |
| Cream light | #F3F1EA | Alternate warm ground |
| White | #FFFFFF | Cards on cream, reversed text on navy |

Rules (verbatim):
- "Text on cream/white is navy #0F1F35 (not black, not #032654 body text)."
- "Use navy + pink + cream + blues together per Stacey's boards. A page that is only one blue on white has lost the treatment."
- "Vivid blue #1743D7 is reserved for action (buttons, links). Pink #D0A6B5 is editorial accent, never a CTA."
- "Do not eyedrop #032654 into the UI palette; UI navy stays #0F1F35 / #162B54." (the wordmark SVG ships with #032654 baked in — keep the asset untouched)

### §3 Type (verbatim)
- "Figtree (Google font; already the Aspen app face): Display: Figtree ExtraBold, lowercase, with the KEY phrase in Figtree ExtraBold Italic (the overlay device). Rows / labels / chips: Figtree SemiBold. Body / UI copy: Figtree Medium."
- "Long-form paragraph and quote body: Besley Medium (serif). … If Besley is unavailable in the target file, fall back to Figtree Medium and NOTE the substitution … do not substitute a different serif silently."

### §2 Modules (Stacey's board devices, verbatim list)
1. Tile-grid · 2. Ask-Aspen chip-cloud · 3. Extreme-smile-crop photo tiles · 4. Lowercase-italic overlays (KEY word in ExtraBold Italic) · 5. Cropped-A behind subjects ("scaled way up, cropped by the frame edge, sitting BEHIND a cutout subject (clinician or patient), tone-on-tone").

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*Nothing invented. Suggestion-tier items are labeled; board-derived rules are marked DIRECTION; secondhand distillations (DESIGN-BRIEF/FUSED) are flagged as such. Aprio "Stacey" fully excluded.*