{
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"notes": "Light-mode, clinical-but-warm palette. Sage and cream communicate trust and care — never cold or corporate. Fraunces at weight 500–600 carries the warmth; avoid heavy weight headers here (unlike Murphy Greens). Deepened amber (#8B6015) is the only accent — one warm note in an otherwise calm palette.",
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"md": "8px",
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"8": "64px",
"10": "80px"
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"tagline": "Nutrition for Breast Cancer Care and Recovery",
"version": "1.0",
"website": "https://dianemurphy.human2ai.ca",
"industry": "Health & Wellness / Clinical Nutrition",
"brandName": "Diane Murphy",
"gradients": {
"hero_bg": "linear-gradient(135deg, #3E5A2C 0%, #2A3D1C 60%, #1C2A12 100%)",
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"notes": "Fraunces carries warmth and authority without cold clinical weight. Nunito keeps body text approachable and readable at all sizes. This palette is for a clinical professional who connects with patients — the tone is expert-but-human, never cold white-coat.",
"scale": {
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"token": "--dm-type-h1",
"weight": 600,
"size_px": 36,
"size_rem": "2.25rem",
"line_height": 1.15
},
"h2": {
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"weight": 500,
"size_px": 26,
"size_rem": "1.625rem",
"line_height": 1.25
},
"cta": {
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"token": "--dm-type-cta",
"weight": 600,
"size_px": 15,
"size_rem": "0.9375rem"
},
"body": {
"use": "Protocol descriptions, body copy — extra line-height for readability",
"token": "--dm-type-body",
"weight": 400,
"size_px": 17,
"size_rem": "1.0625rem",
"line_height": 1.7
},
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"weight": 600,
"size_px": 48,
"size_rem": "3rem",
"specimen": "Nourishment Through Diagnosis and Beyond",
"tracking": "-0.01em",
"line_height": 1.1
},
"label_eyebrow": {
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"weight": 700,
"size_px": 11,
"size_rem": "0.6875rem",
"tracking": "0.18em",
"transform": "UPPERCASE",
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}
},
"font_primary": {
"family": "Fraunces",
"fallback": "Georgia, serif",
"rationale": "Fraunces in italic brings warmth and trust — clinical nutrition meets genuine human care. Use weight 500–600 (lighter than Murphy Greens) to signal expertise without rigidity.",
"google_fonts_url": "https://fonts.googleapis.com/css2?family=Fraunces:ital,opsz,wght@0,9..144,400;0,9..144,500;0,9..144,600;1,9..144,400;1,9..144,500&display=swap"
},
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"family": "Nunito",
"fallback": "Helvetica Neue, Arial, sans-serif",
"google_fonts_url": "https://fonts.googleapis.com/css2?family=Nunito:wght@400;500;600;700&display=swap"
}
},
"brand_voice": {
"tone": "Warm · Expert · Compassionate · Grounded",
"persona": "A registered nutritionist who has sat with women in the hardest moments of their lives and helped them build something solid. Not a wellness blogger — a clinical professional with deep human empathy. Calm, direct, hopeful without being naive.",
"register": "Clear, evidence-aware, person-first language. Never clinical jargon without plain explanation. Always \"your body\" or \"you\" — never abstract. Short paragraphs. Hope is grounded in protocol, not promises.",
"cta_style": "Invitational, not urgent: \"Schedule a call\" or \"Let's talk about where you are.\" Never countdown timers or scarcity framing. The relationship starts with trust.",
"vocabulary": {
"avoid": [
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"cleanse",
"superfood",
"cure",
"heals",
"fights cancer",
"kills",
"miracle",
"secret",
"toxic",
"gut health",
"wellness journey"
],
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"protocol",
"alongside",
"your body",
"tailored",
"recovery",
"support",
"Diane",
"cancer care",
"whole foods",
"anti-inflammatory",
"therapeutic"
]
},
"prohibited_framing": [
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"Before/after transformation language",
"Urgency or scarcity pressure",
"Influencer wellness aesthetic",
"Stock photo clinical imagery",
"Testimonials that make medical claims"
]
},
"image_style": {
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"fal_ai_model": "fal-ai/flux-pro/v1.1",
"style_references": "Editorial wellness photography with clinical credibility — think clean kitchen counter with real herbs and vegetables, warm afternoon light, professional warmth without cold clinical atmosphere. Never generic stock photo.",
"prohibited_elements": [
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"Before/after imagery",
"Text or logos in image",
"Cold clinical lighting",
"Generic stock photo look",
"Posed model shots"
]
},
"produced_by": "Ruby / Janet Weiss — SYSTEMshift Design & Brand",
"social_card_motifs": [
{
"cta": "Schedule a call → calendly.com/dianemurphy",
"key": "protocol-intro",
"body": "Anti-inflammatory nutrition · Whole food guidance · Ongoing support",
"name": "Protocol Card",
"badge": "90-Day Protocol",
"formats": [
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"landscape"
],
"headline": "Your 90-Day Protocol Starts Here",
"motifStyle": "editorial",
"description": "Introduces the 90-day program — primary awareness post."
},
{
"cta": "Learn more at dianemurphy.ca",
"key": "nutrition-tip",
"body": "Start by removing one category. Add colour to every plate. Omega-3s daily.",
"name": "Nutrition Insight",
"badge": "From Diane",
"formats": [
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],
"headline": "Anti-Inflammatory Eating, Simplified",
"motifStyle": "minimal",
"description": "Educational single-tip card — builds expertise and trust."
},
{
"cta": "Book now → calendly.com/dianemurphy",
"key": "book-call",
"body": "Schedule a free call with Diane. No pressure — just a conversation.",
"name": "Schedule a Call",
"badge": "Free Consultation",
"formats": [
"square",
"story"
],
"headline": "Not Sure Where to Start?",
"motifStyle": "bold",
"description": "Direct booking card — used for quiet Sunday or week-start posts."
},
{
"cta": "Download at dianemurphy.ca",
"key": "resource-promo",
"body": "Anti-inflammatory, whole food, designed for recovery. Free download.",
"name": "Resource Promo",
"badge": "Free Resource",
"formats": [
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"landscape"
],
"headline": "6 Free Nourishing Fall Soups",
"motifStyle": "minimal",
"description": "Promotes downloadable resources like the free soup recipes."
}
]
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