# MAIK — WEBSITE BUILD BRIEF
**For:** Claude Design (primary) / Cursor / Figma Make / v0 / Ven in-house designer (alternates)
**From:** Steve Aylward, founder
**Date issued:** 16 June 2026
**Phase:** 11 — Website handoff
**Status:** Locked. Build to spec. Escalate only on items explicitly marked "founder approval required."

---

## 0. ONE-LINE PROJECT BRIEF

Build the launch website for **Maik** — a premium Australian 3D-printed sculptural lighting brand operated entirely by a 15-agent AI fleet — as a gallery-editorial Shopify Plus storefront in the design language of "The Call," shipping an MVP of 7 pages and 3 SKUs in 30 days against Lighthouse > 90 and WCAG 2.2 AA.

---

## 1. BRAND DNA

### 1.1 The substrate (one sentence, embed everywhere internally)
> **Objects whose forms are only possible because AI designs them and 3D printers make them.**

This is the load-bearing idea. Every design decision serves it. If a choice — a font, a crop, a microcopy line — softens, hides, or apologises for the substrate, it's the wrong choice.

### 1.2 Positioning
- **Category:** Premium sculptural lighting (table, desk, floor lamps; future: pendants, sconces).
- **Price ladder:** $189 – $499 AUD AOV.
- **Geography at launch:** Australia only. NZ in V3. EU/UK explored in V3+.
- **Distribution model:** Hybrid evergreen catalogue (12–20 SKUs available year-round) + 4 numbered limited drops per year (50–200 units each, numbered M-XXX, sold through and gone).
- **Operations:** Designed in Melbourne by AI agents. Printed in Melbourne on a managed Bambu Lab + Prusa farm. Hand-finished. Shipped via AusPost MyPost Business.

### 1.3 Voice
Confident-industrial. First-person sparingly (founder only, /about only). Dry. Considered. The voice of someone who has spent a long time looking at the object before speaking about it.

### 1.4 Tone by surface
- **PDP body copy:** Restrained, declarative, technical. No persuasion.
- **Drop essays:** Editorial, slightly literary, never precious.
- **Atelier copy:** Procedural, matter-of-fact, transparency-first.
- **Marketing email:** Same voice as the site. Never breaks character.

### 1.5 ICP — who Maik is for
1. **The collector-decorator (primary):** 32–55, household income $180k+ AUD, lives in a renovated terrace or warehouse conversion in Melbourne / Sydney / Brisbane / Auckland, already owns one Gantri or one Wooj or one Established & Sons piece. Reads Wallpaper, follows @sightunseen, buys at Criteria or Spence & Lyda. Sees lighting as sculpture that performs a function, in that order.
2. **The interior designer (secondary, drives trade revenue):** Boutique residential studios specifying for one-off homes. Wants something her clients can't buy at Coco Republic. Trade discount, lookbook PDF, direct studio line.
3. **The early-adopter design-tech native (tertiary, drives press):** Follows generative design accounts, has opinions about Zaha vs. Hadid, posts process. The smallest segment, the highest sharing rate.

### 1.6 What Maik is NOT
- Not Etsy. Not handmade-charming. Not "small batch" in tone.
- Not commodity 3D-print. We never use the word "smooth," never show seamless plastic, never apologise for layer lines.
- Not crypto, not Web3, not "AI art." The AI lives in the design pipeline; it never lives on a PDP.
- Not budget. Sub-$189 SKUs do not exist. There is no entry tier.
- Not personalisable at launch. (Optional custom commission lives in V3, gated, $1,200+.)

### 1.7 Core design principles (these govern every decision)
1. **Object first.** The lamp is the hero of every frame. UI recedes.
2. **Paper, not screen.** The site reads as a printed gallery monograph that happens to transact.
3. **Restraint as luxury.** White space, slow type, no movement unless earned.
4. **Material honesty.** Show the ribbing. Show the layer lines as feature, not flaw.
5. **Editorial cadence.** Drops are events. The site reflects this with seasonal hero rotation.
6. **Transparency is the moat.** The atelier livestream, the print queue, the materials list — these are competitive weapons, not nice-to-haves.

### 1.8 Reference brands (the recipient agent should pull each up before designing)
| Brand | URL | What to take |
|---|---|---|
| **Gantri** | https://www.gantri.com | Product photography grammar (white seamless, 4:5 ratio, single-object hero). PDP spec grid layout. The way they make 3D printing feel premium without ever boasting about it. |
| **Wooj Design** | https://www.wooj.design | The category template — independent designer making 3D-printed lighting at price. Study their PDP hierarchy and the way they handle "made by us" without preciousness. Learn what to do better. |
| **Aesop** | https://www.aesop.com | The retail voice. The product description as quiet poem. The colour discipline (one bottle, one paper bag, one stone counter). Maik's body copy lives here. |
| **Nilufar Gallery** | https://www.nilufar.com | The gallery framing. Editorial layout. The way collectible design is presented as object-and-essay, not product-and-CTA. Drop pages live here. |

Secondary reference (for atelier transparency): **Bellroy's process pages** (https://bellroy.com/our-story).
Secondary reference (for editorial cadence): **Hodinkee shop** (https://shop.hodinkee.com).

---

## 2. DESIGN SYSTEM TOKENS

Copy-pasteable. These are the canonical values. The source of truth is `the-call.html` in `/10-brand-and-mvp/`.

### 2.1 Colour tokens (CSS custom properties — paste into root)

```css
:root {
  /* Surfaces — 95% of the system runs here */
  --paper:      #F4F1EB;   /* primary background */
  --paper-2:    #EAE5DA;   /* secondary surface, alt rows */
  --bone:       #DCD3BE;   /* card / chip / divider zone */

  /* Inks — type and structure */
  --ink:        #1F1A14;   /* primary type */
  --ink-2:      #2D261D;   /* secondary type */
  --travertine: #3A3630;   /* deepest neutral, footer ground */

  /* Quiet greys */
  --muted:      #8A7E6B;   /* metadata, captions */
  --line:       #D0CABD;   /* hairlines, rules */

  /* Accents — appear in moments only, never as fills */
  --euc:        #5C6B57;   /* eucalyptus, primary accent (CTAs hover, tags) */
  --euc-deep:   #41513D;   /* eucalyptus deep (pressed states) */
  --brass:      #A8895F;   /* brass, highlight (drop numbers, prices on dark) */
  --rust:       #A04A2C;   /* state-only — error, sold-out, never decorative */
}
```

**Colour discipline rule:** Paper, ink, neutrals own 95% of every screen. Accents (euc, brass, rust) appear in single, contained moments — a hovered button, a sold-out tag, a drop number. Never as a fill, never as a gradient, never as decoration. If a screen feels colourful, it's wrong.

### 2.2 Typography

```css
/* Fraunces — display + editorial + product names */
font-family: 'Fraunces', 'Times New Roman', serif;
/* weights: 300, 400, 700, 900 */
/* italic optical-sizing enabled — variable axis SOFT=50, opsz=auto */
/* Use italic for: product names, editorial pull-quotes, hero headlines */

/* Inter — body + UI + nav */
font-family: 'Inter', system-ui, sans-serif;
/* weights: 400, 500, 600, 700 */
/* feature-settings: "ss01", "cv11" for stylistic alternates */

/* JetBrains Mono — spec, price, drop number, ALL metadata */
font-family: 'JetBrains Mono', 'IBM Plex Mono', monospace;
/* weights: 400, 500 */
/* uppercase + tracking-wide for drop numbers and metadata labels */
```

#### 2.2.1 Type scale (px / line-height)

| Token | Family | Size / LH | Use |
|---|---|---|---|
| `--t-display` | Fraunces 300 italic | 96 / 100 | Home hero, drop hero |
| `--t-h1` | Fraunces 400 italic | 64 / 72 | Page titles |
| `--t-h2` | Fraunces 400 | 40 / 48 | Section headings |
| `--t-h3` | Fraunces 500 | 24 / 32 | Card titles, PDP name |
| `--t-eyebrow` | JetBrains Mono 500 | 12 / 16, tracking 0.12em, uppercase | Section eyebrows |
| `--t-body` | Inter 400 | 16 / 26 | Body copy |
| `--t-body-l` | Inter 400 | 18 / 30 | Lede, editorial body |
| `--t-ui` | Inter 500 | 14 / 20 | Nav, buttons, form labels |
| `--t-meta` | JetBrains Mono 400 | 13 / 18 | Spec values, prices, drop counts |
| `--t-caption` | Inter 400 | 12 / 16 | Image captions, footnotes |

**Line length rule:** Body copy `max-width: 65ch`. Editorial body `max-width: 58ch`. Headlines may break naturally; never set headline `max-width` in characters.

### 2.3 Spacing scale (4-base, copy-paste)

```css
:root {
  --s-1:  4px;
  --s-2:  8px;
  --s-3:  12px;
  --s-4:  16px;
  --s-5:  24px;
  --s-6:  32px;
  --s-7:  48px;
  --s-8:  64px;
  --s-9:  96px;
  --s-10: 144px;
}
```

Section vertical rhythm: 96–144px between major sections on desktop, 64–96px on mobile.
Card internal padding: 24px (mobile) / 32px (desktop).
Page horizontal gutter: 24px (mobile) / 48px (tablet) / 96px (desktop max 1440px container).

### 2.4 Radius

```css
--r-0: 0;        /* default for everything — cards, images, inputs */
--r-1: 2px;      /* subtle softening only where needed */
--r-pill: 999px; /* buttons + tags only, nothing else */
```

### 2.5 Motion

```css
--ease: cubic-bezier(0.22, 1, 0.36, 1);
--d-fast: 180ms;
--d-med:  320ms;
--d-slow: 600ms;
```

**Motion rules:**
- Never animate type. Never.
- Never use parallax. Never.
- Card hover: 2px Y-translation, --d-fast, --ease. No tilt, no scale, no shadow swell beyond opacity 0.04 → 0.08.
- Page transitions: fade --d-med only. No slide, no curtain, no reveal.
- Image lazy-load: opacity 0 → 1 over --d-slow on intersection. No skeleton shimmer.
- Hero crops: static. If video, ≤ 8s loop, no audio, < 2MB.

### 2.6 Grid

12-column desktop, 4-column mobile. Gutter 24px desktop / 16px mobile. Container max-width 1440px centred. Use CSS Grid, not flex hacks.

### 2.7 Iconography

Lucide icons only (https://lucide.dev), 1.5px stroke, 20px default. No filled icons. No custom illustration. The lamps are the only "illustration" the site contains.

---

## 3. SITE ARCHITECTURE — REQUIRED PAGES

The MVP ships 7 pages. The full V1+V2 site is 10 pages. Each is specified below with route, purpose, sections, hero, CTA, content source, and assets.

---

### 3.a HOME — `/`

**Purpose:** Convert the curious visitor into a newsletter subscriber and the qualified visitor into a PDP click. Establish the gallery-editorial register in the first 800px.

**Hero composition:**
- Full-bleed image: `v2-hero-gallery-cream.png`, 100vw × 80vh on desktop, 100vw × 70vh mobile.
- Headline overlay, bottom-left, 96px Fraunces 300 italic: *"Objects only possible because AI designs them and 3D printers make them."*
- Eyebrow above headline, JetBrains Mono 12px uppercase tracking 0.12em: `MAIK · MELBOURNE · EST. 2026`
- CTA pair, bottom-right: primary `SEE THE COLLECTION` (pill, ink fill, paper text) + secondary `READ THE STUDIO` (text-only, underline on hover).
- No scroll indicator. No autoplay video. Static, slow, gallery.

**Sections (top to bottom):**

1. **Hero** (above).

2. **The drop strip** — full-width band, paper-2 background, 144px tall.
   - Left 50%: `v3-drop-announcement.png`, cropped 16:9.
   - Right 50%: JetBrains Mono eyebrow `DROP 01 · LIVE NOW`, Fraunces 40px italic *"M-001 to M-003 — the inaugural drop"*, body 60 words, CTA `ENTER THE DROP →`.

3. **Featured SKUs grid** — 3-up product cards (4:5 imagery).
   - Card 1: `v2-pdp-twisted-bone.png` — *The Cream* — `$189 AUD` — tag `EVERGREEN`
   - Card 2: `v2-pdp-wave-sage.png` — *The Wave* — `$249 AUD` — tag `DROP 01 · 12 / 50`
   - Card 3: `v2-pdp-olive-cluster.png` — *The Olive* — `$329 AUD` — tag `DROP 01 · 8 / 50`
   - Each card: image / name (Fraunces italic 24px) / price (mono 14px) / status tag (mono 11px uppercase).
   - On hover: 2px Y-lift, --d-fast. No tilt.

4. **The atelier** — split 60/40.
   - Left 60%: `v3-atelier-six-printers.png`, edge-bleed to viewport left.
   - Right 40%: eyebrow `THE ATELIER`, Fraunces 40px *"Six printers. One studio. Brunswick, Melbourne."*, 100-word body from Quill agent, CTA `INSIDE THE ATELIER →`.
   - Body copy template:
     > *"Maik is printed in a 90sqm studio in Brunswick. Six Bambu Lab X1C printers run continuously. Every lamp is hand-finished, inspected, and packed by the same studio that made it. The fleet of agents that designs Maik shares the space — process and product in one room."*

5. **Editorial signature crop** — full-bleed `v2-detail-travertine-base.png`, 100vw × 60vh. No copy overlay. Caption JetBrains Mono 11px bottom-right: `*THE CREAM* — DETAIL — TRAVERTINE BASE`.

6. **Newsletter capture** — paper-2 band, 96px vertical padding, centred.
   - Eyebrow: `JOIN THE LIST`
   - Fraunces 32px: *"Be first when the next drop opens."*
   - Inter 14px subtitle: "One email per drop. No noise. Unsubscribe in one click."
   - Klaviyo embed (List ID: `MAIK_MASTER_LIST` — replace at handoff). Input + submit inline.

7. **Footer** (see 3.k).

**Primary CTA:** `SEE THE COLLECTION` → `/lamps`
**Secondary CTA:** `ENTER THE DROP` → `/drops/01`
**Content source:** Quill agent (copy), Atlas agent (drop status integer), Anvil agent (inventory counts).

---

### 3.b COLLECTION — `/lamps`

**Purpose:** Present the catalogue at gallery cadence. Allow filtering without commodity-grid feel.

**Sections:**

1. **Page head** — 96px vertical padding.
   - Eyebrow: `THE COLLECTION`
   - Fraunces 64px italic: *"Twelve lamps. Three drops a year."*
   - Body 50 words: *"Maik's catalogue is hybrid: an evergreen line you can buy any day, and four numbered drops a year, fifty to two hundred units each. Everything is printed in Melbourne, on demand."*

2. **Filter rail** — sticky horizontal bar, 56px tall, paper-2 background, hairline below.
   - Filter groups left-aligned: `COLOUR` (Cream / Sage / Olive / Bone), `SIZE` (Desk / Floor), `STATUS` (Evergreen / Drop / Limited).
   - Sort right-aligned: `NEWEST` / `PRICE ↑` / `PRICE ↓`.
   - Active filter shows as pill with × to remove. Multi-select within a group.

3. **Product grid** — 4-up on desktop, 2-up on tablet, 1-up on mobile.
   - 4:5 aspect ratio, hairline border, hover lift 2px.
   - Card content: image / Fraunces italic 24px name / mono 13px price / mono 11px status tag.
   - Use Higgsfield assets — see 6.0 map.

4. **Pagination** — only if > 20 SKUs. Numeric, mono, hairline-separated. No infinite scroll.

5. **"Designed by the studio agent" block** — bottom of page, 96px above footer.
   - Eyebrow: `ON DESIGN`
   - Fraunces 32px: *"Designed by Quill. Engineered by Anvil. Lit by hand."*
   - 120-word body explaining the agent fleet at appropriate depth.
   - CTA: `READ THE STUDIO →` → `/about`.

**Primary CTA:** Each card → `/lamps/{sku}`
**Content source:** Atlas agent (catalogue manifest), Quill (designed-by block).

---

### 3.c PRODUCT PAGE / PDP — `/lamps/{sku}`

**Purpose:** Close the sale. Communicate the object's specificity. Defuse the "is it just a plastic lamp?" question without ever defending.

**Layout:** Two-column 60/40 desktop. Stacked mobile.

#### Left column (60%)

- Hero image: 4:5 ratio, full column width. `v2-pdp-twisted-bone.png` for M-001 etc.
- Below hero: thumbnail strip, 4–6 images, 1:1 squares, 12px gap, horizontally scrollable on mobile.
- Thumbnail set per SKU includes: hero / detail / lifestyle-in-room / scale-with-hand / packaging / spec-side.
- Click thumbnail = swap hero with --d-fast crossfade.

#### Right column (40%)

Vertical stack, all left-aligned, 32px between blocks:

1. **Breadcrumb** — mono 11px: `THE COLLECTION / DROP 01 / M-001`
2. **Drop tag** — mono 13px brass: `DROP 01 · 12 / 50 REMAINING` (Anvil live integer)
3. **Product name** — Fraunces 400 italic 48px: *The Cream*
4. **Lede** — Inter 18px, 60 words exactly. Voice locked to Quill agent. Example for *The Cream*:
   > *"A ribbed table lamp printed in a single 14-hour pass. The form is parametric: the ridges tighten near the base and loosen near the shade, so the light scatters at the top and pools at the desk. Cream-pigmented PLA composite. Brass cord. Travertine base. Made and lit in Melbourne."*
5. **Price + shipping** — mono 18px: `$189 AUD` · adjacent caption mono 11px: `FREE SHIPPING WITHIN AUSTRALIA`
6. **Add to cart** — full-width button, ink fill, paper text, pill radius, 56px tall.
   - Default: `ADD TO CART · $189`
   - Hover: background swaps to --euc (eucalyptus). --d-fast.
   - Pressed: --euc-deep.
   - Sold out: `JOIN THE WAITLIST` in --rust on bone background.
7. **Afterpay micro-block** — Afterpay official asset, "4 payments of $47.25" mono 12px.
8. **Spec grid** — 2-column, hairline-separated rows. Labels Inter 12px muted uppercase, values mono 14px ink. Required fields:
   | Label | Value |
   |---|---|
   | PRINT TIME | 14h 22m |
   | MATERIAL | Cream PLA composite (40% recycled) |
   | POWER | E27 / 8W LED included / 2700K warm |
   | DIMENSIONS | H 380 × W 220 × D 220 mm |
   | WEIGHT | 1.8kg |
   | MADE IN | Brunswick, Melbourne |
   | SHIPS IN | 5–7 business days from order |
   | REPLACES | Bulb only — no proprietary parts |
9. **"From the studio" note** — bone background card, 24px padding.
   - Eyebrow: `FROM THE STUDIO`
   - 60-word note. Voice = Quill, signed off `— THE MAIK STUDIO`.
   - Example: *"The Cream began as a question to Quill: what does a lamp look like when its job is to make a desk feel quieter? Eleven generations later, this is the form that survived. The base is travertine for weight; the cord is brass for the small good thing of touching brass."*

#### Below the fold (full width)

10. **How it was made** — three paragraphs from Quill, 96px vertical padding, paper-2 background. Includes one inline image: `v2-detail-ridges-macro.png` cropped 16:9.

11. **Customer photos** — only if real UGC exists; otherwise hide block. Six 1:1 thumbnails, mono caption `@handle`.

12. **You might also like** — 4-up grid of related SKUs (same logic as collection page card).

13. **Footer.**

**Primary CTA:** Add to cart
**Content source:** Atlas (SKU metadata), Quill (lede + studio note + how-it-was-made), Anvil (inventory + ship-by date).

---

### 3.d DROP / LOOKBOOK PAGE — `/drops/{drop-number}`

**Purpose:** Treat each drop as a gallery exhibition. The page is an essay with objects.

**Sections:**

1. **Drop hero banner** — 64px paper-2 strip across top of page.
   - Mono 16px tracking-wide, left-aligned: `DROP 01 · M-001 → M-003 · LIVE NOW · 32 / 150 REMAINING`
   - Mono 16px right-aligned: `OPENED 14 JUNE 2026 · CLOSES WHEN SOLD`
   - Countdown timer disabled — Maik never uses urgency timers. Inventory count alone.

2. **Hero image** — full-bleed `v3-drop-announcement.png`, 100vw × 90vh.

3. **Drop title block** — 144px vertical padding, centred, max-width 720px.
   - Eyebrow: `DROP 01`
   - Fraunces 72px italic: *"The Inaugural Drop"*
   - Single subtitle line, Inter 20px: *"Three lamps. Fifty of each. Printed and numbered in Melbourne."*

4. **Editorial essay** — 600 words from Quill agent. Max-width 58ch. Fraunces 18px for body (yes, body in Fraunces for the essay only — editorial register). Generous 32px paragraph spacing. One pull-quote inline, 32px Fraunces italic with hairline above and below. One inline image: `v2-life-dining-cream.png` full-bleed within the column max-width.

5. **The drop grid** — full 3-up of SKUs in the drop. Cards use the larger PDP-grade imagery, 4:5.

6. **Drop FAQ** — accordion, max 5 questions. Required:
   - "Will these come back?" → "No. Drop 01 closes when these 150 are gone."
   - "Why drops?" → 60 words from Quill.
   - "Where is it printed?" → 40 words, links to /atelier.
   - "How long until it ships?" → Live answer from Anvil.
   - "What if I miss it?" → "Join the list. Drop 02 opens September 2026."

7. **Email-me-when-next-drop signup** — same component as home newsletter, but Klaviyo property `next_drop_alert: true`.

8. **Footer.**

**Primary CTA:** Each SKU card → PDP. Secondary: newsletter.
**Content source:** Quill (essay + FAQ), Anvil (live inventory), Atlas (drop manifest).

---

### 3.e ABOUT — `/about`

**Purpose:** Disclose the AI-operated brand thesis. Build trust through transparency, not charm. First-person from Steve, used sparingly.

**Sections:**

1. **Hero** — `v3-dawn-gallery.png` full-bleed, 100vw × 70vh, no overlay. Caption mono 11px bottom-left: `THE STUDIO AT DAWN · BRUNSWICK`.

2. **First-person opening** — max-width 58ch, Fraunces 18px body, 144px vertical padding.
   - Eyebrow: `THE STUDIO`
   - Fraunces 48px italic: *"I wanted to make objects that could only exist now."*
   - 400 words. First-person Steve. Tells the story honestly: software founder, fell in love with generative geometry, bought six printers, built an AI fleet to design objects faster than a single designer could, started Maik. No fake humility, no Etsy charm.

3. **The AI-operated brand block** — paper-2 band, 96px padding, two columns 50/50.
   - Left: eyebrow `HOW MAIK RUNS`, Fraunces 32px *"Fifteen agents. One studio. Fully transparent."*
   - Right: 200 words. Names the orchestrator (Forge) and 14 specialists. Explains the principle: AI handles design, scheduling, copy, support triage, ad ops, analytics, finance. Humans handle: hands-on printing, finishing, packing, founder approval on every drop.
   - Below: agent fleet org chart — simple SVG, 15 nodes, hairline connections, mono labels. No avatars, no cute names beyond their function names.

4. **Behind-the-scenes gallery** — 4-up grid.
   - `v3-atelier-six-printers.png`
   - `v2-atelier-three-lamps.png`
   - `v3-detail-usbc-connection.png`
   - `v2-exterior-facade.png`

5. **Press** — only when real press exists. Until then, this block is hidden. Placeholder copy in code: `<!-- /about/press hidden until press logos populated -->`.

6. **Contact-the-studio CTA strip** — bone band, 48px tall.
   - Mono 14px: `QUESTIONS? WRITE THE STUDIO →` → `/contact`

7. **Footer.**

**Content source:** Steve directly (founder narrative, founder approval required). Quill (AI-operated block). Atlas (fleet diagram data).

---

### 3.f ATELIER — `/atelier`

**Purpose:** Turn the factory into content. Transparency as moat.

**Sections:**

1. **Hero** — `v3-atelier-six-printers.png` full-bleed, 100vw × 80vh.
   - Overlay bottom-left: mono 16px `MAIK ATELIER · BRUNSWICK, MELBOURNE · LIVE`
   - Eyebrow above, Fraunces 56px italic: *"Watch the lamps being made."*

2. **Live webcam block** — full-width, paper-2 background, 96px vertical padding.
   - Embed: Bambu Handy stream or OctoEverywhere stream of the actual print farm.
   - 16:9 ratio, max-width 1200px, centred.
   - Below stream: mono 12px caption `LIVE FROM THE FLOOR · BRUNSWICK · GMT+10`
   - Fallback if stream offline: looped 8s MP4 from `v3-atelier-six-printers.png`-grade footage. Caption updates to `RECORDED FOOTAGE · LIVE STREAM RESUMES 9AM AEST`.
   - **V1 ship:** static photography only (the static photo of the farm, with a "Live stream lights up in V2" note). Webcam goes live in V2.

3. **Print queue** — full-width band, ink background, paper type.
   - Eyebrow: `IN THE QUEUE`
   - 3-up grid of currently-printing jobs from Anvil agent's live data feed.
   - Each card: SKU image / mono name / mono time remaining / mono operator (`PRINTER 03`).
   - Example data: `M-001 · 2H 14M REMAINING · PRINTER 03`
   - Refresh every 60 seconds.

4. **Studio fitout gallery** — 2-up landscape grid.
   - `v2-atelier-three-lamps.png`
   - `v2-exterior-facade.png`

5. **Materials transparency** — long-form block, max-width 65ch.
   - Eyebrow: `WHAT MAIK IS MADE OF`
   - Fraunces 32px: *"Every material, every supplier, every certification."*
   - Table of materials: filament supplier (Polymaker AU), pigment source, base material (travertine — Coburg stone yard), cord (Pulse Lighting Co., Brunswick), bulb (Philips Hue compatible E27), packaging (Detpak 100% recycled).
   - Downloadable PDFs: certifications, MSDS sheets, ROHS compliance. Mono link list.

6. **Process video** — 60s atelier process film. Hidden if asset not yet produced.

7. **Footer.**

**Content source:** Anvil agent (queue live feed), Quill (materials copy), Atlas (supplier manifest).

---

### 3.g JOURNAL / EDITORIAL — `/journal`

**Purpose:** SEO content engine output that doesn't look like SEO content. Sage agent's domain.

**Sections:**

1. **Page head** — 96px padding.
   - Eyebrow: `THE JOURNAL`
   - Fraunces 64px italic: *"On lighting, geometry, and Australian design."*

2. **Featured pillar** — full-width hero card. 60/40 split.
   - Left: 16:9 image (`v3-dawn-gallery.png` for first pillar).
   - Right: eyebrow `PILLAR · 1,800 WORDS`, Fraunces 32px title, 40-word dek, mono 12px date + read time, CTA `READ →`.

3. **Article grid** — 3-up cards.
   - Each card: 4:5 image / Fraunces italic 22px title / 30-word dek / mono 11px date.

4. **Topics rail** — horizontal list of categories, mono 14px, hairline-separated. Categories at launch: `GENERATIVE DESIGN` / `LIGHTING` / `AUSTRALIAN DESIGN` / `3D PRINTING` / `THE STUDIO`.

5. **Footer.**

#### 3.g.i — Article template `/journal/{slug}`

- Max-width 65ch column.
- Title Fraunces 56px italic.
- Dek Inter 20px.
- Byline mono 12px: `BY THE MAIK STUDIO · 12 JUN 2026 · 8 MIN READ`.
- Body Inter 17px / 28 line-height.
- Inline images full column-width, 4:5 or 16:9, mono caption below.
- Footnotes mono 12px, anchor-linked.
- End-of-article CTA: newsletter capture + 3-up "more from the journal" grid.

**Pillar pieces (1,500+ words):**
1. "Why a 3D-printed lamp can be heirloom" (technical, materials-focused).
2. "Generative geometry, explained for designers" (educational, foundational).
3. "What we learned printing 150 lamps in Brunswick" (process, transparency).

**Supporting articles (600–800 words):**
4. "On ribbing: a small history of the surface"
5. "PLA composite vs ABS vs nylon — what holds a bulb at 2700K"
6. "Five lamps that influence Maik" (Castiglioni, Sarfatti, Mariyo Yagi, etc.)
7. "Why we number our drops"
8. "Brass cord, travertine base — choosing materials that age"

**Content source:** Sage agent (drafts), Quill (final voice pass), Steve (founder sign-off on first 4 pillars only).

---

### 3.h TRADE — `/trade` (gated)

**Purpose:** Capture and approve interior designers, architects, and stylists.

**Public-facing section:**

1. **Hero** — `v2-life-living-trio.png` full-bleed, 100vw × 60vh.
   - Overlay: eyebrow `MAIK FOR THE TRADE`, Fraunces 56px italic *"For interior designers, architects, and stylists."*

2. **Programme block** — max-width 65ch.
   - 200 words explaining the trade programme: 40% off retail, dedicated studio line, digital lookbook PDF, custom commission inquiry path, fast-tracked dispatch on stock orders.

3. **Application form** — Tally embed (or Formstack as alternate). Fields:
   - Business name (required)
   - ABN (required for AU; international notes alternate)
   - Practice type: dropdown (Residential / Hospitality / Commercial / Stylist / Other)
   - Website (required)
   - Instagram (optional)
   - 50-word intro (required)
   - Email + phone
   - Consent: marketing opt-in (Klaviyo property `trade_applicant: true`)

4. **What happens next** — 3-step explainer. Mono headings, Inter body.
   - 01 — Echo agent triages within 24h.
   - 02 — Studio approval within 3 business days.
   - 03 — Portal credentials emailed.

5. **Footer.**

**Post-approval gated portal** (V2 build):
- Same visual system, additional pages: `/trade/portal`, `/trade/lookbook`, `/trade/commission`.
- Wholesale pricing visible on all SKUs (40% off retail).
- Lookbook PDF download (designed by Lumen agent, refreshed each drop).
- Custom commission inquiry: 6-field brief, routes to Forge for triage.

**Content source:** Quill (copy), Echo (triage), Forge (commission routing).

---

### 3.i CONTACT — `/contact`

**Purpose:** Single triage point. Echo agent reads every submission.

**Sections:**

1. **Page head** — 96px padding.
   - Eyebrow: `CONTACT THE STUDIO`
   - Fraunces 48px italic: *"Write the studio. Echo will answer."*
   - 60-word body: *"Maik runs on email. Every message is triaged by Echo, the studio's communications agent, and routed to whichever specialist can answer best. Most replies arrive within one business day."*

2. **Contact details** — 3-column.
   - Studio: `45 Stewart St, Brunswick VIC 3056` (placeholder commercial LI — Steve to confirm at handoff)
   - Email: `studio@maik.com.au`
   - Hours: `MON–FRI · 9AM–5PM AEST`

3. **Form** — embedded. Fields: Name / Email / Reason (dropdown: Order / Trade / Press / Custom / Other) / Message. Honeypot on hidden field. reCAPTCHA v3 invisible.

4. **Map** — only if studio is open to visitors. Static MapBox tile of Brunswick. Otherwise hide.

5. **Footer.**

**Content source:** Echo agent (submission triage), Steve (address sign-off).

---

### 3.j CART + CHECKOUT — Shopify default, custom theme

**Purpose:** Convert without breaking the gallery register.

**Cart drawer:**
- Slide-in from right, 480px wide, paper background, hairline left edge.
- Each line item: 1:1 image left, name (Fraunces italic 20px), variant (mono 12px), price (mono 14px), qty stepper (mono).
- Subtotal mono 18px.
- Eyebrow band: `FREE SHIPPING ON ORDERS OVER $189 AUD` (mono 11px, --euc if threshold met, --muted if not).
- CTA: `CHECKOUT · $XXX` ink-filled pill, full-width.

**Checkout (Shopify Plus default with theme):**
- Single-page checkout. Shopify Plus standard layout, restyled with Maik tokens.
- Payment methods, in order of prominence: Shop Pay, Apple Pay, Afterpay, Card.
- Afterpay live at launch. Klarna added only if V2 data shows demand.
- Order confirmation page: Fraunces italic *"Thank you. Your lamp begins printing tomorrow morning."* — Quill copy. Estimated ship date pulled live from Anvil's queue.

**Order confirmation email** (Klaviyo):
- Subject: `Your Maik order — beginning print tomorrow`
- Body: Fraunces header, Inter body, exact same voice as site. No "Yay!", no exclamation marks, no cartoon graphics.

**Content source:** Anvil (ship-by), Quill (confirmation copy).

---

### 3.k FOOTER (every page)

- Travertine background (`#3A3630`), paper type.
- 96px vertical padding.
- 4 columns:
  1. **Maik** — logo + 30-word brand line.
  2. **Shop** — Lamps / Drop 01 / Trade / Gift cards (V2).
  3. **Studio** — About / Atelier / Journal / Contact.
  4. **The list** — small Klaviyo inline form.
- Hairline above 24px legal row: `© MAIK 2026 · MADE IN MELBOURNE · ABN 12 345 678 901 · PRIVACY · TERMS · RETURNS`.

---

## 4. KEY ON-SITE FLOWS

### 4.1 First-visit → newsletter capture
- Klaviyo modal trigger: 25 seconds OR exit-intent on desktop / 50% scroll on mobile, whichever first.
- Modal: paper background, hairline border, 480px wide.
- Eyebrow: `BEFORE YOU GO`
- Fraunces 32px italic: *"Be first when the next drop opens."*
- Inter 14px: "One email per drop. No noise. Unsubscribe in one click."
- Email input + `JOIN` button (ink fill).
- Dismiss: tiny × top-right, mono `NO THANKS` text link bottom.
- Frequency cap: once per 14 days per visitor. Suppress on /cart and /checkout.

### 4.2 Browse → cart → Afterpay checkout
1. PDP → `ADD TO CART` → cart drawer slides in.
2. Cart drawer → `CHECKOUT` → Shopify checkout.
3. Customer chooses Shop Pay (auto-fill), Apple Pay (one-tap), Afterpay (split into 4 fortnightly), or card.
4. Afterpay flow: redirect to Afterpay → approval → return to Maik confirmation. Estimated total fortnightly shown on PDP and cart.
5. Confirmation page + Klaviyo confirmation email + GA4 purchase event + Meta CAPI purchase event + Anvil queue addition (Shopify webhook).

### 4.3 Drop launch flow
- T-7 days: Klaviyo `drop_announce` flow fires. Email subject: `DROP 02 opens Friday — three new lamps`.
- T-24h: countdown email. No countdown on site.
- T-0: drop goes live. `/drops/02` becomes the home hero. Existing customers tagged `previous_buyer` receive 30-min early access via a `?preview=` URL parameter.
- During drop: inventory count visible on hero strip and PDP. Updates every 60s.
- Sold-out handling: SKU card and PDP CTA flip to `JOIN THE WAITLIST` (--rust). Klaviyo property `waitlist_sku: M-XXX`.
- Drop close: page archives to `/drops/02` with `SOLD OUT · CLOSED` mono banner. Stays live as catalogue.

### 4.4 Custom commission inquiry (V3)
- `/trade/commission` or trade portal entry.
- 6-field brief: client name / project type / scale / brief description / budget band (`$1,200–$2,500` / `$2,500–$5,000` / `$5,000+`) / timeline.
- Submits to Forge agent. Forge replies within 24h with feasibility + price band. Founder approval required on every quote $5k+.

### 4.5 Trade application + approval
- Application form (3.h) submits to Echo.
- Echo triages: validates ABN via ABR lookup, scans website for legitimacy, scores fit.
- Approved → Klaviyo automation sends portal credentials + welcome lookbook PDF.
- Rejected → polite decline email from Echo, voice locked to Quill.
- Borderline → routes to Forge for human-style review. Founder approval on first 20 trade signups.

### 4.6 Returns / refunds
- 30-day return on evergreen SKUs. No returns on drop SKUs (sold as collectible — disclosed on PDP).
- Customer emails studio@maik.com.au → Mercury agent triages.
- Mercury issues prepaid AusPost return label via Shopify Shipping.
- Refund processed on lamp receipt + inspection. Standard Shopify refund flow.
- Refund email voice: dry, matter-of-fact, no apology theatre. Quill voice.

---

## 5. CONTENT TONE GUIDE

### 5.1 Voice attributes
Confident. Considered. Dry. Restrained. Materially honest. Quietly proud.

### 5.2 Banned words (do not appear anywhere on the site)
- "smooth," "flawless," "perfect," "polished" (commodity-3D-print language)
- "we" in corporate sense (use "the studio" or "Maik")
- exclamation marks
- emoji (anywhere — PDP, cart, email, confirmation)
- "amazing," "stunning," "beautiful" (commodity descriptors)
- "drop" as a verb ("dropping" — only "drop" as a noun)
- "AI-powered," "AI-driven," "powered by AI" (use "AI-operated" only, and only on /about + earned media)
- "innovative," "disruptive," "revolutionary"
- "handcrafted" (Maik is printed; printed is the point)
- "limited edition" (use "numbered drop")

### 5.3 Preferred vocabulary
- "ribbed," "carved," "sculpted," "considered," "made," "printed," "placed," "lit"
- "the studio," "the atelier," "the floor"
- "an object," "a form," "a lamp"
- "designed by Quill," "engineered by Anvil," "lit by hand"

### 5.4 Type-treatment rules
- **Product names:** Always italic Fraunces (e.g., *The Cream*, *The Wave*, *The Olive*). Lowercase article, capitalised noun.
- **Drop numbers:** Always JetBrains Mono uppercase (e.g., `DROP 01 · 12 / 50`). Two-digit zero-pad.
- **Prices:** Always JetBrains Mono 500. Always with `AUD` suffix on PDP and cart, optional in card grids. Example: `$189 AUD`.
- **SKU codes:** Mono uppercase with hyphen (`M-001`, `M-002`).
- **Dates:** Mono format `12 JUN 2026` — never `12/06/26` or `June 12, 2026`.
- **Times:** Mono format `9AM AEST` — uppercase, no punctuation.
- **Body copy line length:** 65 characters per line maximum (`max-width: 65ch`). 58ch for editorial body.

### 5.5 "AI-operated brand" placement rules
- Allowed: /about, /journal pillar pieces where editorially relevant, /trade explainer, earned media (press, podcasts, founder posts), investor decks.
- **Forbidden:** PDPs, cart, checkout, confirmation emails, ads, drop pages, collection page card copy.
- The substrate ("Objects only possible because AI designs them and 3D printers make them") IS allowed on home hero and drop hero. That sentence is the substrate, not the AI-operated phrasing.

---

## 6. IMAGERY LIBRARY MAP

44 Higgsfield assets in `/assets`. Warm-neutral grade, gallery editorial. Filenames are canonical.

### 6.1 Primary photography (use first)

| Filename | Primary use | Secondary use | Treatment |
|---|---|---|---|
| `v2-hero-gallery-cream.png` | Home hero | About atmospheric | 100vw × 80vh bleed, no overlay treatment |
| `v3-dawn-gallery.png` | About hero | Journal pillar 01 lead | Bleed, mono caption only |
| `v2-life-dining-cream.png` | Drop essay inline | Collection secondary | Inline editorial, 16:9 |
| `v2-life-living-trio.png` | Trade hero | Home secondary slot | 100vw × 60vh bleed |
| `v2-life-bedroom-sage.png` | Drop 01 essay inline | M-002 PDP lifestyle thumb | Inline editorial |
| `v2-life-library-sage.png` | Journal pillar lead | Drop page secondary | 16:9 |
| `v2-pdp-twisted-bone.png` | M-001 PDP hero | Home featured card | 4:5, no treatment |
| `v2-pdp-wave-sage.png` | M-002 PDP hero | Home featured card | 4:5 |
| `v2-pdp-olive-cluster.png` | M-003 PDP hero | Home featured card | 4:5 |
| `v3-floor-lamp-foyer.png` | M-004 PDP hero (V3 launch) | Collection grid | 4:5 |
| `v3-atelier-six-printers.png` | Atelier hero | About behind-the-scenes | 100vw × 80vh bleed |
| `v2-atelier-printers.png` | Atelier secondary | About process | 4:3 |
| `v2-atelier-three-lamps.png` | About gallery | Atelier process | 16:9 |
| `v3-detail-usbc-connection.png` | PDP detail thumb | Atelier transparency block | 1:1 macro |
| `v2-detail-ridges-macro.png` | PDP "how it was made" | Material honesty block | 16:9 inline |
| `v2-detail-travertine-base.png` | Home signature crop | PDP detail thumb | 100vw × 60vh full-bleed |
| `v2-detail-hand-rotate.png` | PDP scale-with-hand thumb | Journal pillar inline | 1:1 |
| `v3-drop-announcement.png` | Drop 01 page hero | Home drop strip | 100vw × 90vh |
| `v3-pair-scale-study.png` | Collection page section break | Drop page grid | 16:9 |
| `v2-drop-brass-plinth.png` | Drop 02 future hero | Journal "On ribbing" lead | Held in reserve |
| `v2-stilllife-glow.png` | Newsletter modal background tint | Confirmation email banner | 16:9, treated to --paper-2 |
| `v2-exterior-facade.png` | About behind-the-scenes | Contact page atmospheric | 16:9 |

### 6.2 Secondary library (sm-* / sb-* / gd-* / ed-* prefixes)
These are alternate aesthetic explorations from earlier Phase 10 systems (System A "Studio Maik," System B "Soft Machine," etc.). **Do not use on production site without founder approval.** They remain in `/assets` for:
- Internal mood boards
- A/B test challengers (V2+)
- Trade lookbook variation
- Press kit alternates

Treat the `v2-*` and `v3-*` prefixed images as the canonical production library. Treat `sm-*`, `sb-*`, `gd-*`, `ed-*` as held-in-reserve.

### 6.3 Image treatment rules
- Never apply Instagram-style filters. The Higgsfield grade is the grade.
- Never add drop shadows to imagery.
- Never use overlays except the hero headline (which sits on the image, not on a darkened layer — the grade already supports white type at the chosen positions).
- Crop tightly. Trust the image. No safe-margin padding.
- All `<img>` tags require `alt` text describing the object materially, not poetically. Example: `alt="The Cream — ribbed table lamp, cream PLA composite, travertine base, brass cord."`
- Lazy-load everything except the first hero. `loading="lazy"` default. `loading="eager"` + `fetchpriority="high"` on the home hero only.

---

## 7. TECHNICAL REQUIREMENTS

### 7.1 Platform
- **Shopify Plus** — required.
- Theme: custom-built on Dawn fork, fully restyled to Maik tokens. No off-the-shelf themes. No theme apps that inject their own CSS.
- Headless Hydrogen option held in reserve for V3 (when international + custom commission flows justify it).

### 7.2 Marketing + email
- **Klaviyo** — required.
- Flows live at launch: Welcome (3-email), Abandoned Cart (3-email), Browse Abandonment (1-email V2).
- Flows live V2: Drop Announce, Post-Purchase (3-email), Win-back (single).
- Flows V3: Replenishment (when SKU set is stable), VIP/repeat customer.
- All Klaviyo emails: same voice as site. Use Klaviyo HTML editor with Maik base template — Fraunces (web font fallback to Georgia), Inter (web font fallback to Helvetica), JetBrains Mono (web font fallback to Courier).

### 7.3 Payments
- **Stripe** (via Shopify Payments) — base processor.
- **Shop Pay** — enabled.
- **Apple Pay** — enabled.
- **Afterpay** — live at launch. Afterpay merchant agreement signed by Steve (founder approval required, in progress).
- **Klarna** — added only if V2 attach-rate data justifies.
- **PayPal** — not at launch. Considered if Klarna doesn't get added by V3.

### 7.4 Shipping + ops
- **AusPost MyPost Business API** integration.
- Anvil agent generates labels via Shopify Shipping → AusPost API.
- Free shipping threshold: $189 AUD (= cheapest SKU price — effectively free shipping on all single-lamp orders).
- Below threshold (e.g., parts orders V3): $12 flat AU-wide.
- International shipping: disabled at launch. Enabled NZ in V3.

### 7.5 Tracking + analytics
- **Meta Pixel** — installed via GTM.
- **Meta Conversions API (CAPI)** — server-side, all standard events (PageView, ViewContent, AddToCart, InitiateCheckout, Purchase). iOS-stable.
- **GA4** — installed via GTM. E-commerce events enabled. Conversion events: `add_to_cart`, `begin_checkout`, `purchase`, `generate_lead` (newsletter signup), `submit_application` (trade).
- **Google Tag Manager** — single container, all marketing pixels go through it.
- **Google Search Console** — verified domain + sitemap submitted.
- **Hotjar** — installed for V1, recordings disabled by default (only heatmaps + session replays on consent).

### 7.6 Performance
- Lighthouse > 90 on all four (Performance, Accessibility, SEO, Best Practices) — desktop AND mobile.
- LCP < 2.0s on the home hero.
- CLS < 0.05 across all pages.
- TBT < 200ms.
- Image strategy: AVIF with WebP fallback. Responsive `srcset` on every product image. Hero images max 240KB AVIF.
- Font strategy: Self-host Fraunces, Inter, JetBrains Mono. `font-display: swap`. Preload the two used in hero (Fraunces italic + Inter 400).
- Defer everything non-critical. No render-blocking JS.

### 7.7 Accessibility
- **WCAG 2.2 AA** minimum across the site.
- Colour contrast: all type passes 4.5:1 against its background. Hero overlay text checked against the underlying image, not the token.
- Focus states: visible 2px --euc outline on every interactive element. No `outline: none` ever.
- Form labels: every input has a programmatic label. Placeholders are not labels.
- Skip-to-content link on every page.
- Alt text on every meaningful image. Decorative images get `alt=""` explicitly.
- Keyboard navigation: every interactive element reachable and operable by keyboard.
- Tested with VoiceOver (Safari) + NVDA (Firefox) before launch.

### 7.8 Privacy + compliance
- Cookie banner: minimal, paper background, hairline, mono copy. Two choices: `ACCEPT` / `ESSENTIAL ONLY`. No "settings" trap, no dark patterns.
- AU Privacy Act 1988 compliant. APP 1–13 covered in /privacy.
- Klaviyo consent capture: explicit opt-in checkbox on every form. No pre-ticked boxes.
- GDPR-ready (for V3 EU expansion): consent stored, DSAR endpoint at studio@maik.com.au routed through Echo.
- Terms, Privacy, Returns pages drafted by legal-skills agent (Atlas + legal review), founder sign-off required.

### 7.9 Hosting + DNS
- Shopify Plus handles hosting. Domain `maik.com.au` registered through Steve's existing AU registrar (founder confirmation required at handoff).
- CDN: Shopify's default + Cloudflare in front for additional caching of journal/static pages (V2).
- SSL: Shopify-managed cert.
- Redirects: `www.maik.com.au` → `maik.com.au` (apex preferred).

---

## 8. WHAT TO SHIP IN MVP V1 — FIRST 30 DAYS

Hard scope. Anything outside this list is V2 or later, no exceptions.

### 8.1 Pages
1. Home `/`
2. Collection `/lamps`
3. PDP template `/lamps/{sku}` (3 SKUs live)
4. About `/about`
5. Atelier `/atelier` (static photography only, no live cam yet)
6. Contact `/contact`
7. Cart + Checkout (Shopify)

### 8.2 SKUs live
- M-001 *The Cream* — $189 AUD — evergreen
- M-002 *The Wave* — $249 AUD — Drop 01, 50 units
- M-003 *The Olive* — $329 AUD — Drop 01, 50 units

Drop 01 page (`/drops/01`) drafted but soft-launched alongside the SKUs. Counts as a single template in scope.

### 8.3 Integrations live
- Shopify Plus theme deployed
- Klaviyo: Welcome flow + Abandoned cart flow
- Shop Pay + Apple Pay + Afterpay (tested with $1 transaction)
- Meta Pixel + CAPI
- GA4 + GTM
- Google Search Console verified, sitemap submitted
- Cookie banner live

### 8.4 Soft launch
- Site behind Shopify password page for the first 7 days post-build.
- Password shared with: 40 early-list subscribers + 10 trade contacts + Ven team.
- Invite-only soft launch validates checkout, tracking, voice. Real traffic.
- Public launch on day 8 with first newsletter blast.

### 8.5 Out of MVP scope
- Journal page + content (V2)
- Live atelier webcam (V2)
- Trade portal (post-application UI is V2; application form CAN be on a coming-soon-style /trade page in V1 with "Applications open August 2026" mono note)
- Custom commission (V3)
- M-004 floor lamp (V3)
- NZ / international shipping (V3)
- A/B test framework (V2)

---

## 9. WHAT GETS BUILT IN V2 — MONTH 2–3

### 9.1 Content
- `/journal` index page + article template
- First 8 articles published (4 pillars + 4 supporting)
- Drop 02 page (`/drops/02`) ready for September launch

### 9.2 Features
- Live atelier webcam embed
- Drop 02 launch with full flow (drop_announce email, waitlist, sold-out handling)
- Trade application form fully live + Echo triage routing
- A/B test framework (Shopify-native or Convert.com — TBC by Forge)

### 9.3 Klaviyo expansion
- Drop announce flow (3-email sequence)
- Post-purchase flow (3-email: thank-you / care guide / review request)
- Win-back flow (1-email, 90-day dormant trigger)

### 9.4 Performance + ops
- Lighthouse retest after journal content added — must stay > 90.
- Server-side rendering review (likely no change in V2 — Shopify Plus liquid is fine through this stage).

---

## 10. WHAT GETS BUILT IN V3 — MONTH 4–6

### 10.1 Trade
- Full trade portal post-approval (gated pages, wholesale pricing, lookbook PDF, commission inquiry).
- First 20 trade accounts onboarded.

### 10.2 Custom commission
- `/trade/commission` inquiry form live.
- Forge agent triage workflow live.
- First 3 commissions delivered (success metric: $5k+ projects, founder-approved).

### 10.3 Platform
- Hydrogen headless storefront evaluated. Migration only if data justifies (page weight, custom interactivity needs).
- If Hydrogen migration: phased, journal first, then PDP, then home.

### 10.4 Catalogue
- M-004 floor lamp launches as Drop 03's anchor SKU.
- Evergreen catalogue grows to 8 SKUs.

### 10.5 Geography
- NZ shipping enabled (AUD pricing maintained, AusPost International).
- EU exploration scoped — Hydrogen multi-currency + EU fulfilment partner identified.

---

## 11. HANDOFF MATERIALS

The recipient agent receives, in a single zip / shared folder:

1. **This brief** — `11-website-brief.md` (the document you're reading).
2. **The Call design system** — `the-call.html` in `/10-brand-and-mvp/` — the source of truth for tokens, type, components, voice samples. The brief defers to The Call on any spec ambiguity.
3. **The full asset library** — `/assets/` directory, 44+ Higgsfield-grade images, canonical filenames. Production set is the `v2-*` and `v3-*` prefixes (see 6.0 map).
4. **The brand voice guide** — Section 5 of this brief.
5. **The 4-SKU MVP product spec** — sibling Phase 10 deliverable. Includes M-001 / M-002 / M-003 / M-004 dimensions, materials, print times, bill-of-materials, photography sets, copy decks.
6. **The Klaviyo content briefs** — first 4 emails (welcome 1–3 + abandoned cart) written by Quill, pre-loaded.
7. **The legal pages drafts** — Privacy, Terms, Returns (founder sign-off pending — recipient agent should publish behind `noindex` until signed).
8. **Steve's direct line** — `steve@ven.com.au` (or Slack #maik-build) for items explicitly marked "founder approval required."

### 11.1 Decisions that REQUIRE founder approval before build
- Final brand name (Maik is the working name through Phase 10; Phase 12 resolves the legal name).
- Studio physical address publication.
- Afterpay merchant agreement final terms.
- Legal page copy (Privacy, Terms, Returns).
- About page first-person narrative (the 400 words).
- First newsletter blast copy (for soft launch → public launch).
- Trade discount band (placeholder is 40%; final pending margin review).

### 11.2 Decisions ALREADY locked (do not re-litigate)
- Design system tokens and type system.
- Site architecture (the 7 MVP pages, the 3 V2 pages, the 4 V3 features).
- Voice and banned-word list.
- Imagery library and the v2/v3 production prefix rule.
- Shopify Plus platform choice.
- Klaviyo for email.
- Afterpay live at launch, Klarna in V2 if data justifies.

---

## 12. ACCEPTANCE CRITERIA

The website is delivered when all of the following are true. Steve will not sign off on partial delivery.

### 12.1 Page completeness
- [ ] All 7 V1 pages live and reachable from the global nav and footer.
- [ ] All 3 SKUs (M-001, M-002, M-003) live with full PDPs, spec grids, "From the studio" notes.
- [ ] Drop 01 page (`/drops/01`) drafted and accessible.

### 12.2 Performance
- [ ] Lighthouse > 90 on Performance / Accessibility / SEO / Best Practices, on both desktop and mobile, on home, collection, PDP, and atelier pages.
- [ ] LCP < 2.0s on home hero.
- [ ] CLS < 0.05 site-wide.

### 12.3 Accessibility
- [ ] WCAG 2.2 AA audit passed (use axe-core + manual keyboard + VoiceOver pass).
- [ ] All type meets 4.5:1 contrast minimum.
- [ ] All forms have programmatic labels.
- [ ] Skip-to-content link present on every page.

### 12.4 Commerce
- [ ] Shop Pay + Apple Pay + Afterpay live and tested with a $1 transaction each (founder credit card).
- [ ] Cart drawer, checkout, and confirmation page styled to Maik tokens.
- [ ] Order confirmation email renders correctly in Gmail, Apple Mail, Outlook 365.

### 12.5 Marketing + tracking
- [ ] Klaviyo welcome flow fires on test subscription.
- [ ] Klaviyo abandoned cart flow fires on test cart abandonment.
- [ ] GA4 receives `add_to_cart`, `begin_checkout`, `purchase` events accurately on 5 test purchases (deduplicated against Meta).
- [ ] Meta Pixel + CAPI receive the same 5 test purchases (deduplicated, no double-count).
- [ ] GTM container deployed, published, version-tagged.

### 12.6 Brand voice
- [ ] Banned word audit: zero instances of "smooth," "flawless," "perfect," "polished," "amazing," "stunning," "AI-powered," "AI-driven," "innovative," exclamation marks, emoji.
- [ ] Product name audit: every `*The Cream*`, `*The Wave*`, `*The Olive*` rendered in italic Fraunces, lowercase article, capitalised noun.
- [ ] Drop number audit: every drop reference in JetBrains Mono uppercase with two-digit zero-pad (`DROP 01`, never `Drop 1` or `drop one`).
- [ ] "AI-operated brand" appears only on /about and nowhere else.

### 12.7 Ops integration
- [ ] Anvil agent's print-queue endpoint connected (or stubbed with realistic data + scheduled for V2 if endpoint not yet live).
- [ ] Echo agent receives contact form submissions and routes correctly.
- [ ] Shopify webhook → Anvil queue addition firing on test purchase.

### 12.8 Legal + privacy
- [ ] Cookie banner live, AU Privacy Act compliant.
- [ ] Privacy / Terms / Returns pages published (behind `noindex` if founder sign-off pending; remove `noindex` on sign-off).
- [ ] Klaviyo consent capture verified — no pre-ticked boxes.

### 12.9 Final review
- [ ] 30-minute walkthrough scheduled with Steve.
- [ ] Steve signs off in writing (Slack acceptance with `:white_check_mark:` reaction on the build-complete message OR explicit "approved" reply).
- [ ] Recipient agent files a post-launch monitoring brief: who watches the site for the first 14 days post-launch (default: Forge agent, with Echo on contact, Atlas on commerce events).

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## CLOSING NOTE TO THE RECIPIENT

Maik is a hard brand to build because every easy decision is the wrong one. The temptation will be to soften — more colour, more movement, a friendlier voice, a smiling face on the about page, an emoji in the confirmation email. Resist all of it.

The brand is a quiet room with a lamp in it. Build the quiet room. The lamp does the rest.

When in doubt: paper, ink, neutrals; Fraunces italic for the name; JetBrains Mono for the number; ship it.

— Steve
Founder, Maik
`steve@ven.com.au` · `+61` direct on Slack

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*End of brief.*