Notes: Vienna Family Dental, strategy s2 (style playbooks)

Concept in one line: Editorial Heritage. The homepage is set like a well-made magazine about a neighbourhood practice, with a cover headline, plates with italic captions, a letter from the doctor, a contents page of services and a colophon for the hours, all in the logo's blue.

Main decisions

• Playbook: Editorial Heritage scored 5. It fits "Premium & Refined, Traditional & Trustworthy" without becoming the dental cliché. Classic Monogram (4) was the runner-up; I passed on it because crests felt stuffy for a family practice with children. Swiss Clinic and Warm Neighborhood are the category clichés. The scoring table is in brief.md.
• Type: Cormorant Garamond for display, with italics carrying the brand blue (the second half of every headline, the numerals, the roman numerals, the captions). Hanken Grotesk for text at 18px, with uppercase labels at 12.5px / .16em that echo the logo's Trajan-like capitals.
• Color: warm paper #F5F1E8, tinted paper #EAE3D4, and ink that is cooled to blue rather than the playbook's brown. The logo's deep blue #1D4E89 is the accent and the one button style. The "dark room" is the night blue #102036. I didn't use gold: the logo's own tapered black rules became the ornament instead.
• Surfaces, in order: paper (cover) → tint (facts) → paper (services) → tint (letter) → night (sedation) → paper (cases) → tint (pull quote) → paper (new patients and paying) → night photo band (team masthead) → tint (articles) → night (book and visit) → paper footer. No two neighbours share a surface.
• Signature: the cover. The H1 runs across the full width, about 113px on desktop, with "where no one rushes you." in blue italic. Below it are a large landscape plate of Dr. Paino with a double-rule frame and the caption "Plate I", the VF seal (my SVG drawing of the logo's script monogram as a round stamp) overlapping the plate's corner, and an issue line of facts.
• Kit moves per section: a colophon row of huge italic numerals (4.9, 1989, 7:30, 1 visit) · services as a contents list with lowercase roman numerals and rules · two featured services under double rules with large roman numerals · the letter with a drop cap, the doctor's own words as an italic quote, a signature-style name and a ruled credentials table · sedation levels I–IV in the dark room · smile cases as numbered plates (II–IV) with captions · an oversized hanging-quote pull quote (Kadie B.) · first visit in roman numerals beside a ruled paying table · the team as a full-bleed masthead row with Trish (since 1989) as the lead plate · articles as a contents list · the booking form beside a colophon of address and hours, with the seal.
• Copy: the H1 says what and where ("Family and cosmetic dentistry in Vienna"), and the hook is the practice's own line, "We will never rush you through appointments." Proof sits next to the claim it supports: Jason A.'s anxiety review in the sedation section, Jonathan V.'s Invisalign review next to the Invisalign case, Kadie B.'s "mold so we could see" review after the cases.
• Logo: the JPG's off-white background didn't match the paper. I made a transparent PNG and cropped it to the wordmark. That dropped the faint tooth watermark, which matches the supplied white version (also wordmark-only).

Placeholders and judgment calls

• Prices: none are published. There's one marked placeholder in the paying table ("new-patient exam price, to confirm").
• The booking form posts to #. It has no back end, as the task allowed.
• "We'll call to confirm a time" is my inference from "the Book button opens a request form". Confirm it with the office.
• Brief plain-language explanations of oral and IV sedation are general explanations, not claims the practice made.
• Team roles are shown only where the facts give them. Kathia and Jenefer have names only; Nancy and Jordan have only their year.
• Not used: "Est. 1989". Trish started in 1989, but the practice's founding year isn't stated, so I wrote "Trish has run the front desk since February 1989" instead.
• Not used: the full-face case photos. They're clinical and unflattering at large sizes, so I used the teeth close-ups instead.
• Phone screenshot: phone-full.png is capped at 16000px by the shoot tool, so it ends partway through the footer.

With better assets or more time

• Office photography: one real photo of the office, the street or the team at work would give the playbook its missing piece, a full-bleed photo band that reads as a magazine spread. Right now every image is a gray-backdrop portrait or a teeth close-up.
• A real signature: a scan of Dr. Paino's signature for the letter, instead of the name set in display italic.
• Feature images: a plate of the CEREC mill for same-day crowns and a veneer shade preview for the composite veneers.
• Prices and team roles: a confirmed new-patient price, and roles for the four team members listed without one.
• Live "today" in the hours: highlighting today's hours needs a few lines of JavaScript (or the server); I left it out.
• Self-hosted fonts: subset WOFF2 files instead of Google Fonts, per the build standard.

Where the guide helped, and where it got in the way

Helped

• Choosing and committing: picking one named language and scoring all six against the brief made the choice fast. "Use the whole kit" stopped me falling back to defaults; every section had a ready move (contents list, colophon, roman numerals, plates, pull quote).
• Concrete ingredients: each playbook names its fonts, surfaces, ornaments and signature, and that's much more usable than adjectives. The "neighbours never share a surface" rule made the page rhythm work almost by itself.
• The brief: writing fears → proof → section jobs before any code meant every review landed next to the right claim.
• The cold critique by a subagent was worth it. It caught the timid first hero (a polite split, not a cover), the team band on an off-system grey, and the doctor's quote breaking across columns.

Got in the way or left me guessing

• Issue-line example: the Editorial signature's example says "Est. ···", which invites inventing a founding year. This business has no stated one. The example should say "only if true".
• Brand vs playbook color: "Ink (near-black brown or navy)" plus "brand hue deep and sparing" vs "the brand stays recognisable" left me guessing how much blue to allow. I made blue the italic accent and the dark room. A line on how the brand color maps onto each playbook's roles would help.
• Missing photo surfaces: "At least four surfaces" plus "a full-bleed photo band" assumes photos that suit a band. With only gray-backdrop portraits, the "photo band" became the team masthead. The guide could name fallbacks per playbook when the real photos are weak (it says the kit carries the page, but not how).
• Placeholders vs studio polish: "Mark placeholders" (writing.md) conflicts with "would a studio put this in its portfolio". The critic flagged the visible placeholder. A standard, quiet placeholder style would settle it.
• Leftovers from the factory version: homepage.md and writing.md still point to SKILL.md, docs/site-plan.md, "Pacing" and the PR, none of which exist here. homepage.md's "Backgrounds change only to group (2-3 in total)" directly contradicts DESIGN.md's "at least four surfaces… neighbours never share a surface". I followed DESIGN.md.
• Repeated section headers: the playbook doesn't say how much to vary section headers. A consistent "№ + label + headline" header is very editorial, but by the fourth section it reads as templated. A hint like "vary the header treatment for the big moments" would help.
• Font weight and contrast: body text at 17px or more in a thin display serif works only for headings. The playbook could say outright that Cormorant isn't for body text.