{
  "market": {
    "name": "My Santa Teresa Home",
    "town": "Santa Teresa",
    "region": "The Nicoya Peninsula",
    "url": "https://www.mysantateresahome.com",
    "contact": "mysantateresahome@gmail.com"
  },
  "identity": {
    "oneLine": "My Santa Teresa Home is where people find a furnished home in Santa Teresa, The Nicoya Peninsula for one to twelve months, and where owners find tenants who stay.",
    "wedge": "Built for 1 to 12 month stays, the renters Airbnb and Booking don't optimize for.",
    "shortForm": "Mid-term, not nightly.",
    "ownerPromise": "1 to 12 month tenants: fewer turnovers, longer rents, less churn.",
    "tagline": "Find your home in Santa Teresa, The Nicoya Peninsula."
  },
  "audiences": [
    {
      "who": "Renters",
      "what": "Remote workers, surfers, families and people trying out life in Santa Teresa for a few months. They want real prices, real availability and an owner who answers."
    },
    {
      "who": "Owners",
      "what": "Local owners and property managers who want fewer, longer, better tenants without repeating the same answers on WhatsApp."
    }
  ],
  "voice": [
    "Warm, direct, local. Write the way people in Santa Teresa actually talk: friendly, unhurried, never corporate.",
    "Concrete over abstract: a real street, a real price, a real walk to the beach. No clichés.",
    "Talk to one person. Use \"you\". Renters and owners are both customers; never talk down to either.",
    "Short sentences. One idea each. Cut every word that does not add a fact."
  ],
  "writingRules": [
    "Name the market as \"My Santa Teresa Home\" in every sentence that names us. Never translate it, never write it in capitals inside a sentence.",
    "Write about Santa Teresa and its own areas. Never borrow another town's places, photos or facts.",
    "No long dashes (the — character). Use a comma, a colon or a full stop.",
    "Only real facts: prices, sizes, distances and dates come from a live listing or the site. Never invent a number, a review, a quote or a person.",
    "Prices: the number with its unit, \"$1,800/month\". No \"from\", no \"starting at\", unless the listing itself says so.",
    "Place names keep their local spelling and accents (Playa, Cóbano, Mal País).",
    "Sentence case for headlines. No exclamation marks in headlines; at most one per piece.",
    "Emojis: at most one per post, never in a headline, never as a bullet list.",
    "Every piece ends with one clear next step and one link to the site."
  ],
  "phrases": [
    {
      "use": "List once, stop repeating yourself",
      "instead": "Easy to manage"
    },
    {
      "use": "Skip the repeats",
      "instead": "Save time"
    },
    {
      "use": "Pre-qualified renters",
      "instead": "Quality leads"
    },
    {
      "use": "Your number stays private",
      "instead": "Gated contact"
    },
    {
      "use": "No tire-kickers",
      "instead": "Filtered inquiries"
    },
    {
      "use": "Fresh on My Santa Teresa Home:",
      "instead": "New listings:"
    },
    {
      "use": "Take a look",
      "instead": "Click here, Learn more"
    },
    {
      "use": "the site, we",
      "instead": "the platform, this app, the marketplace"
    }
  ],
  "bannedWords": [
    "unleash",
    "supercharge",
    "transform",
    "level up",
    "hassle-free",
    "seamless",
    "world-class",
    "hidden gem",
    "paradise",
    "nestled",
    "boasts",
    "elevate",
    "game-changer",
    "dream home"
  ],
  "siteName": [
    {
      "where": "Titles, body copy, emails, captions, legal text",
      "use": "My Santa Teresa Home"
    },
    {
      "where": "Caption opener for a new listing",
      "use": "Fresh on My Santa Teresa Home:"
    },
    {
      "where": "Logo, social avatar, app icon",
      "use": "the wordmark file only"
    }
  ],
  "colors": [
    {
      "group": "Brand",
      "name": "Terracotta",
      "token": "--primary",
      "hsl": "19 60% 60%",
      "use": "The brand colour: main buttons and links, highlights, the one accent in a design.",
      "hex": "#D6835C"
    },
    {
      "group": "Brand",
      "name": "Terracotta, pressed",
      "token": "--primary-hover",
      "hsl": "19 55% 52%",
      "use": "Hover and pressed buttons; terracotta text on light backgrounds when it must be readable.",
      "hex": "#C86C41"
    },
    {
      "group": "Brand",
      "name": "Steel blue",
      "token": "--accent",
      "hsl": "214 41% 78%",
      "use": "Soft second colour: tags, small highlights, sky and sea moods. Charcoal text on it.",
      "hex": "#B0C4DE"
    },
    {
      "group": "Neutrals",
      "name": "Cream",
      "token": "--background",
      "hsl": "60 10% 98%",
      "use": "Page background and the default canvas for designs.",
      "hex": "#FAFAF9"
    },
    {
      "group": "Neutrals",
      "name": "White",
      "token": "--card",
      "hsl": "0 0% 100%",
      "use": "Cards and panels on cream.",
      "hex": "#FFFFFF"
    },
    {
      "group": "Neutrals",
      "name": "Sand",
      "token": "--sand",
      "hsl": "37 33% 93%",
      "use": "Section bands and calm backgrounds behind text.",
      "hex": "#F3EFE7"
    },
    {
      "group": "Neutrals",
      "name": "Charcoal",
      "token": "--foreground",
      "hsl": "0 0% 18%",
      "use": "Text and headings. Never pure black.",
      "hex": "#2E2E2E"
    },
    {
      "group": "Neutrals",
      "name": "Grey text",
      "token": "--muted-foreground",
      "hsl": "0 0% 42%",
      "use": "Captions and secondary text.",
      "hex": "#6B6B6B"
    },
    {
      "group": "Neutrals",
      "name": "Line",
      "token": "--border",
      "hsl": "40 10% 91%",
      "use": "Dividers and borders.",
      "hex": "#EAE9E6"
    },
    {
      "group": "Supporting",
      "name": "Teal",
      "token": "--accent-teal",
      "hsl": "174 35% 45%",
      "use": "Trust: verified, safe, confirmed.",
      "hex": "#4B9B93"
    },
    {
      "group": "Supporting",
      "name": "Warm sand",
      "token": "--accent-sand-2",
      "hsl": "30 28% 90%",
      "use": "Owner and landlord material.",
      "hex": "#EDE6DE"
    },
    {
      "group": "Functional",
      "name": "Green",
      "token": "--success",
      "hsl": "142 71% 38%",
      "use": "Success in the product only (accepted requests). Not for marketing.",
      "hex": "#1CA64F"
    },
    {
      "group": "Functional",
      "name": "Red",
      "token": "--destructive",
      "hsl": "0 84% 60%",
      "use": "Errors in the product only. Never in marketing.",
      "hex": "#EF4343"
    }
  ],
  "pairings": [
    {
      "text": "Charcoal",
      "on": "Cream",
      "ok": "any size",
      "ratio": 13
    },
    {
      "text": "Charcoal",
      "on": "Sand",
      "ok": "any size",
      "ratio": 11.8
    },
    {
      "text": "Charcoal",
      "on": "Steel blue",
      "ok": "any size",
      "ratio": 7.6
    },
    {
      "text": "Cream",
      "on": "Charcoal",
      "ok": "any size",
      "ratio": 13
    },
    {
      "text": "White",
      "on": "Terracotta",
      "ok": "large text only (24 px and up, or 19 px bold)",
      "ratio": 2.9
    },
    {
      "text": "Terracotta, pressed",
      "on": "Cream",
      "ok": "large text only",
      "ratio": 3.5
    },
    {
      "text": "Grey text",
      "on": "Cream",
      "ok": "any size",
      "ratio": 5.1
    }
  ],
  "colorRules": [
    "Cream or sand is the canvas; charcoal is the text; terracotta is the one accent. Most designs use only these three.",
    "Use terracotta for one thing per design: the button, the price or the key word. Not for large text blocks.",
    "Steel blue is a soft second colour, never next to terracotta in equal amounts.",
    "Green and red belong to the product (success, errors), never to marketing.",
    "No gradients, no neon, no pure black (#000000) or pure white text on cream."
  ],
  "fonts": [
    {
      "role": "Headings",
      "family": "Playfair Display",
      "weights": "400, 500, 600 and italic 400",
      "use": "Headlines, big numbers, quotes. Sentence case."
    },
    {
      "role": "Body and UI",
      "family": "Inter",
      "weights": "400, 500, 600",
      "use": "Body text, buttons, labels, captions, and the wordmark."
    }
  ],
  "typeScale": [
    {
      "level": "Heading 1",
      "spec": "Playfair Display 56 to 80 px, weight 500"
    },
    {
      "level": "Heading 2",
      "spec": "Playfair Display 24 to 28 px, weight 500"
    },
    {
      "level": "Heading 3",
      "spec": "Playfair Display 18 to 20 px, weight 500"
    },
    {
      "level": "Body",
      "spec": "Inter 15 px, weight 400"
    },
    {
      "level": "Small",
      "spec": "Inter 13 px, weight 400"
    },
    {
      "level": "Caption",
      "spec": "Inter 12 px, weight 500, uppercase, 0.12em tracking"
    }
  ],
  "logo": {
    "wordmark": "MY SANTA TERESA HOME in Inter Medium (500), uppercase, 0.2em letter spacing.",
    "files": [
      {
        "variant": "Dark on light (default)",
        "path": "/brand/wordmark-dark.svg"
      },
      {
        "variant": "Light on dark",
        "path": "/brand/wordmark-light.svg"
      },
      {
        "variant": "Terracotta, one colour",
        "path": "/brand/wordmark-terracotta.svg"
      }
    ],
    "rules": [
      "Minimum width 120 px; clear space at least 16 px on every side.",
      "Never redraw it in another font, never stretch, outline, shadow or recolour it outside the three files."
    ]
  },
  "photos": [
    "Real photos of Santa Teresa: its beaches, streets and homes, in daylight, natural colour. No stock photos of other places.",
    "Listing photos only from owners who allowed social and marketing use (the property photo consent). When unsure, ask first.",
    "No people's faces without their permission; no house numbers, licence plates or anything that locates a private home precisely.",
    "No heavy filters, no text baked into photos, no AI-generated scenes presented as real.",
    "Crop to the format: 4:5 for a feed post, 9:16 for a story, 1.91:1 for a link card. Keep the subject away from the edges."
  ],
  "formats": [
    {
      "name": "Instagram or Facebook feed post",
      "size": "1080 × 1350 px (4:5)",
      "recipe": "One photo, a Playfair headline of at most 8 words on a sand or cream band, caption of 2 to 4 short lines ending with the link in bio."
    },
    {
      "name": "Story or reel cover",
      "size": "1080 × 1920 px (9:16)",
      "recipe": "Keep text in the middle 1080 × 1420 px; one line of headline, one call to action."
    },
    {
      "name": "Link preview card",
      "size": "1200 × 630 px",
      "recipe": "Wordmark small in a corner, one photo, at most 6 words of headline."
    },
    {
      "name": "New listing caption",
      "size": "text",
      "recipe": "\"Fresh on My Santa Teresa Home: {bedrooms}-bedroom {type} in {area}, ${price}/month, from {available date}. {one real detail}. Take a look: {listing link}\""
    },
    {
      "name": "WhatsApp group message",
      "size": "text, under 400 characters",
      "recipe": "Plain text, no hashtags, one link, at most one emoji. Start with the fact, not with \"Hi everyone\"."
    },
    {
      "name": "Email subject line",
      "size": "under 50 characters",
      "recipe": "Says what is inside, in sentence case, no clickbait, no emojis."
    }
  ],
  "checklist": [
    "Says My Santa Teresa Home correctly and only talks about Santa Teresa.",
    "Every number is real and current (checked on the site today).",
    "No banned word, no long dash, no invented quote or review.",
    "Colours from the palette, text readable (see the pairings).",
    "Photos are real, allowed, and cropped to the format.",
    "One next step and one link."
  ],
  "sources": {
    "page": "https://www.mysantateresahome.com/brand",
    "markdown": "https://www.mysantateresahome.com/brand.md",
    "json": "https://www.mysantateresahome.com/brand.json",
    "listings": "https://www.mysantateresahome.com/listings.json",
    "summary": "https://www.mysantateresahome.com/llms.txt"
  }
}