[2026-08-06] update | About restarted from scratch after two rejected reskins | Updated: log

Glen rejected two passes that preserved the old About structure; the page is now genuinely new. Five sections, all white: hero (first-person hook "I spent 11+ years deciding whether PPE evidence held up. Now I make sure yours does.", framed portrait, Book a call and Connect on LinkedIn pills side by side), the career as four numbered steps (ran the tests, led the test team, assessed the documentation, founded Trace), the founding moment built around the centred display line "You cannot buy advice from the judge" with the impartiality story in two paragraphs, three what-it-means-for-you value lines (assessor's questions early, one lead across the chain, honest boundaries with the motorcycle-apparel specialism named), and the standard close-band form panel replacing the old lime cta-close. The origin spread, compliance-manager cycle box, beliefs band, credential rows, the resurrected process section and the cta-close band are all deleted, with 58 dead CSS rules removed. All copy is new, first person, from approved wiki facts only. Lesson recorded: "redesign" and "restart from scratch" mean discard the structure, not reskin it.

[2026-08-06] update | About redesigned from the wiki; article breadcrumbs removed; Field Notes masthead aligned | Updated: log

About got the real redesign Glen asked for, built from the wiki rather than reskinned: seamless hero with Book a call and the framed greyscale portrait (yellow offset block, same treatment as the home hero, replacing the masked cutout built for the old dark band); origin story with the pull quote and the compliance-manager cycle as a lime-ruled paper panel; the three locked core messages; the assessor's-side credential rows; a new "How I work" section carrying the engagement shape that ends on the proper handover ("You inherit a record, not a mystery", relocated from the stripped services page as intended); lime ticks on every section heading; all sections white with the lime cta-close as the CTA exception. The article's breadcrumbs were removed outright (markup and CSS), and the Field Notes masthead came down from 78px to the sitewide heading scale. All audits green: 19 pages, links clean, five stylesheets fully used.

[2026-08-06] update | Homepage swapped live; FAQ page deleted; About, Contact, Field Notes and the article aligned | Updated: log

The light build is now the homepage: home-light.njk became index.njk at "/", the old dark homepage and home.css were deleted, and the hero portrait was narrowed again on Glen's call. The FAQ page was deleted outright on Glen's call; Field Notes moved from the Resources sub-nav to the main nav and the Resources group was dissolved (nav is now Solutions / Field Notes / About / Contact; the training page keeps its own on-page FAQ). The sub-nav service notes ("We find the route" etc.) were rewritten without business-"we". About: the "Built inside Notified Bodies" insider claims were reframed to the approved assessor's-side wording, LinkedIn line went first person, arrows removed; the lime cta-close band stays as the sanctioned CTA exception. Contact: the page now shares the close band's single-panel construction; the form lost its competing "Start the conversation" heading and 72px h1 (Glen: "two halves slapped together"), gained white fields, green valid-field feedback and the lime pill submit. FAQ-scale masthead reduced sitewide and FAQ category labels adopted the dot-eyebrow construction before the page was removed. The live article (Testing is a snapshot) went light: white header with dot-eyebrow tag, first person ("so I could check them"), breadcrumb arrows to slashes, CTA arrows removed, dead footer CSS deleted; the ink signature-framework panel stays as its centrepiece element. All remaining dark themeColors flipped white. Verified: 19 pages build, links resolve, all five stylesheets fully used, sitewide sweeps clean.

[2026-08-06] update | Services page stripped to a pure router; full-site banned-terms sweep now clean | Updated: log

The services page was first rebuilt as a decision page with six offer cards and a process section, then stripped right back on Glen's feedback (the cards confused even him): now two sections only, a plain hero ("Six routes. Start with the situation.") and six rows, service name large, the visitor's sentence in italic under it, one line of what it is, whole row a link. Proof strip, process section and CTA band all removed; the service pages sell, this page routes. Glen's handover-process content (scope in writing, work you can see, decisions stay yours, a proper handover not a document drop) was written and then removed with the section; it is recorded here because it is approved framing worth reusing on a future page. Sitewide sweep finished the job: About, Contact, FAQ, book-a-call, website-terms, resources, the article disclaimer and the old homepage were cleared of "Tell Glen" phrasing, em dashes and "laboratory"; the whole built site (21 pages) now scans clean of banned terms. The em dash inside services.json (shared home/services data) was also fixed. The insider claim "Built inside notified bodies" is gone from the site.

[2026-08-06] update | Issue Support, Range Review and Technical Ownership complete the six-service pass; offer cards introduced | Updated: log

Issue Support: seamless hero whose callout carries the form action instead of a call ("Do not wait until you can explain it perfectly", send-the-facts anchor), the redundant urgent strip removed, first person for triage and correspondence, "laboratory" corrected to "test house". No copy draft exists for this service; passed against the live copy and voice rules only. Range Review: visitor's-own-sentence quote (the voice guide's recorded example "We cannot say which report belongs to which product any more"), first-person form, and the two reviews rebuilt as offer cards adapted from Glen's own card mock (audience row, numbered label, statement, checklist with lime square markers, Start here action; no prices and no full-lime card per standing rules; footer notes then removed on Glen's call). Verdict recorded on extending the card pattern: right for Range Review's two offers; the Technical Ownership matrix stays a table (three-way inclusion comparison); Team Training keeps its spread plus outcomes (cards would duplicate). Technical Ownership: seamless hero and callout, first-person form heading, em dash removed; content was already voice-correct. All six service pages now share the language: white sections, seamless hero, callout with one action, lime tick headings, dot eyebrows, first person, no em dashes, no banned words, verified by build, link check and CSS audit.

[2026-08-06] update | Certification Project rebuilt; all-white sections locked as a standing rule | Updated: log

Certification Project got the same pass: seamless hero with the "One owner for the whole route" callout, the visitor's-own-sentence quote opening the stall section ("The test house sends back a cryptic report and stops replying..."), first person for the doing and Trace for the contractual boundary, laboratory corrected to test house, "Build the file" corrected to "Build the documentation" per the banned-words list, "which means" benefit tails on the deliverables, and the dark "How the project moves" band flipped white. Draft insider-process claims and industry disparagement not used. Glen then locked "all sections white" as a bookmarked standing rule (recorded in session memory): every section ground white on every page, element panels (cards, the close band's paper panel, form fields) are the only non-white surfaces, no separator lines. Applied sitewide: content-section/audience-band/note-signup grounds, About beliefs band, and the three dark Technical Ownership bands all flipped with full text-colour corrections. Technical Ownership, Issue Support and Range Review still owe their full content passes.

[2026-08-06] update | Route Finder rebuilt on the new page language; nav dropdowns and paper sections flipped | Updated: log

Route Finder got the same full-freedom pass as Team Training, against the voice guide, banned-words list, route-finder copy drafts and the dark-psychology skill. Seamless hero (shared svc-hero-flow treatment) with the "Discuss it with Glen" callout carrying "A written route, in five working days. Fixed fee, scope agreed before work starts." New section: the impartiality gap (test houses are assessors, not advisors), the draft's strongest factual material, framed per voice rule 4 with founder claims limited to the approved founder-section wording. First person throughout; "Laboratories/laboratory" corrected to "test house"; em dashes removed; benefit lines added to the three deliverables ("Which means..."); draft price (£495), monthly slot scarcity and invented cost figures deliberately not used. Sitewide in the same pass: nav dropdown panels restyled white/rounded for the white header, and copy-section "paper" sections now render white (all sections white apart from the close band's panel, Glen's rule).

[2026-08-06] update | Sitewide light conversion of tracetechnical.co.uk locked in session with Glen | Updated: log

Glen directed the final visual pass live: white header sitewide with the typeset "Trace Technical" wordmark replacing the SVG lockup; all heroes flat white (no gradients or grain), service/about/services-index hero text flipped to ink; close band and founder sections white; no separator lines between sections (whitespace and padding separate, hairlines only inside content); eyebrows sitewide restyled to the home pattern (lime dot + spaced caps, no capsule); lime tick mark above section headings as the recurring signature. Home-light hero finalised: portrait near the seam with Connect badge, diagnosis as a popup on the photo with close button, "Motorcycle apparel experts" as the hero eyebrow (Glen's wording), founder section runs without a portrait. Mobile menu became a full-screen ink overlay with links spread down the screen and the lime CTA pill at the thumb. Team Training page restructured to pains → courses → outcomes → FAQ → CTA, seamless hero, all copy reused verbatim from the approved live page. Close-band form unboxed and modernised with green valid-field feedback; Book a call and next-service link are same-size pills. Team Training then got the full copy pass Glen requested, against the voice guide, banned-words list, the team-training copy drafts and the dark-psychology skill: hero callout ("Discuss it with Glen") carries the page's one CTA; third-person Glen references converted to first person per the locked I/Trace/we rule; "programmes" unified to "sessions"; a quiet consequence close added under the pains list (no invented figures, per voice rule 3); a benefits line added over the outcomes; draft material on scarcity ("4 teams per quarter"), guarantees and invented costs deliberately NOT used, per the drafts-are-not-approved-facts rule. Home page eyebrow line ("Motorcycle apparel experts", Glen's wording) remains the one line not skill-passed. Pre-existing em dashes on the other five service pages still need a copy pass.

[2026-08-04] update | Reconciled website copy drafts and recorded copy controls | Updated: website/copy-drafts (17 drafts), website/copy-drafts/website-copy-drafts, index, log, CLAUDE.md, brandbrain.md

Approved editorial pass: changed Technical Partner to Technical Ownership in copy, applied required terminology and UK English, removed em dashes, converted dollar examples to pounds, replaced invented testimonials with an approval placeholder, removed artificial scarcity/waitlist language, and changed guarantees and absolute claims to firm but qualified wording. Notified Body references now describe relevant experience rather than an insider claim. CLAUDE.md and randbrain.md now require the dark-psychology skill and copy-drafts reference for new public website pages; drafts remain reference material, not approved source copy.

Wiki Log

Chronological record of all wiki activity. Append-only.

[2026-08-04] update | Locked the public-page voice as Glen in first person, and the I/Trace/we rule | Updated: voice/voice-guide, index, log

Glen supplied the tone direction for the website rebuild: Glen talking, not a company writing. Eight rules recorded with his own examples, covering the visitor's-sentence opener, honest uninflated consequences, the refusal to invent figures, boundaries stated as credibility rather than disclaimer, first person with story-carried credibility, dryness confined to the margins, lowering the effort of making contact, and never asking readers to self-qualify.

Person rule resolved in the same pass: "I" for anything Glen personally does, "Trace" for the entity in contractual and legal contexts, "we" only where it means the client and Glen together on a job, and never "we" meaning the business. The footer strapline is the one sanctioned exception. This supersedes the third-person service-page copy currently live, which was written before the direction existed.

[2026-08-04] update | Locked current terminology, founder background, and website-copy rules | Updated: origin-story, positioning, primary-icp, ppe-buyer-and-enforcement-context, offer-architecture, services, which-service-do-i-need, voice-guide, website/copy-drafts/website-copy-drafts, index, brandbrain; Created: voice/banned-words

Confirmed: Technical Ownership is the current service name; Trace's primary audience is motorcycle protective apparel brands; PPE products replaces protective products; generic file wording becomes documentation; and Trace Yellow remains the final brand accent. The website-copy drafts remain internal reference material. Every new public website page must use the dark-psychology copywriting skill and use those drafts for copy and composition, without treating draft claims, pricing, testimonials, urgency, or tiers as approved.

[2026-07-30] create | Wiki initialized | Created: all scaffold articles

Initial scaffold created with starter articles across all categories: identity (origin-story, positioning, values), audience (primary-icp, objections), offers (offer-architecture), voice (voice-guide), proof (proof-stack), market (competitive-landscape), strategy (content-strategy, growth-thesis). All articles at low confidence with zero sources.

[2026-07-30] ingest | Company details, services summary, competitor analysis, founder background, PPE standards coverage | Updated: origin-story, positioning, primary-icp, objections, offer-architecture, competitive-landscape, proof-stack, voice-guide, growth-thesis | Created: company-details, standards-coverage

Three source files ingested:

  • company-details.md — legal name, company number, contact details, VAT status, ICO registration
  • trace-summary-services-icp-competitors-background.md — full service/pricing breakdown, ideal client profiles, 8 named competitors with pricing and differentiation analysis, Glen Mascall's background
  • ppe-standards-coverage.md — PPE Regulation 2016/425, 10 product standard categories, reference standards

This ingest touched 11 of 13 articles. Two articles remained unpopulated: values, content-strategy.

[2026-07-30] ingest | Live Service SOP Summaries | Updated: values, voice-guide | Created: delivery-methodology

Source file ingested:

  • live-service-sop-summaries.md — full operating procedures for all five services, shared delivery controls, stop conditions, close-out standards

Extracted: operational values (no guessing/TBC convention, written scope before work, client owns the decision, written approval for costs, honest close-out, reduce scope not price), delivery methodology (shared 9-step pattern, service-specific routes, stop conditions), voice patterns (TBC usage, "separately scoped" language, boundary-setting patterns). Job system references excluded per user instruction.

Content strategy remains the only unpopulated article.

[2026-07-30] create | Core Messages locked | Created: core-messages | Updated: index

Ran the Core Messages skill, distilled from the four pillar points under the Exposed/Covered lens. Locked three: (1) responsibility for getting it right never transfers to the test house, certifier, factory or a new hire, (2) being on the market is not the same as being right, (3) documentation is not proof until someone actually checks it. Sits at brand level alongside One Word and above the pillars.

[2026-07-30] create | Thought Leadership: four content pillars locked | Created: content-pillars, signature-frameworks | Updated: index

Ran the Thought Leadership skill under the Exposed/Covered lens. Built four pillars, each a complete Story/Point/Framework/Action unit: "How the System Actually Works" (test-house responsibility, framework: Your Technical File Is a Passport), "Avoidable Mistakes" (mid-route construction changes voiding tests, framework: Testing Is a Snapshot, Not a Status), "From Live to Covered" (ranges selling for years with no real due diligence, framework: One Cabinet, Every Drawer Labelled), and "More Hands, Not More Safety" (headcount vs. technical match, framework: The Wrong Toolbox). Two prior content pillars from content-strategy ("technology and modern ways of working" and the original "compliance-manager cycle" framing) were dropped/renamed per founder direction. All stories are real, sourced directly from the founder in session, not fabricated. Framework visual prompts kept in signature-frameworks as content assets, not folded into brandbrain.md.

[2026-07-30] update | Added "gear" to banned phrases | Updated: voice-guide

Founder feedback during One Word skill session: "gear" is banned, use "apparel" instead (e.g. "motorcycle apparel", not "motorcycle gear").

[2026-07-30] update | Added "paperwork" and "lab" to banned phrases | Updated: voice-guide

Further founder feedback during One Word skill session: use "documentation" not "paperwork", and "test house" not "lab".

[2026-07-30] update | Swapped a positioning differentiator | Updated: positioning

Founder disliked "Direct delivery — work is done by the specialist, not delegated to junior staff" in the What Makes Us Different list. Replaced with "Trains the team, not just the file", pointing at Team Training building internal product/quality/compliance capability rather than just outsourcing the work.

[2026-07-30] update | One Word Problem and Solution landed | Updated: positioning

Ran the One Word skill. Founder chose "Exposed" as the one-word problem (top 3 causes: patchy or missing per-product documentation on ranges already on the market, product teams with no background in testing/certification requirements, and the exposure a single consumer incident creates with nothing to show if questioned) and "Covered" as the one-word solution. Written into the positioning article as the lens for downstream lessons and skills.

[2026-07-30] ingest | Founder interview — founding motivation | Updated: origin-story, primary-icp

Source: founder-interview-2026-07-30.md — Glen's founding motivation, the compliance-manager cycle problem, conflict-of-interest barrier from testing/certification career, goals (faster to market, less stressful, embrace technology). Origin story now at high confidence. ICP updated with the market problem pattern.

[2026-07-30] ingest | Founder interview — content strategy | Updated: content-strategy

Source: founder-interview-2026-07-30.md (updated) — content channels (LinkedIn, website), editorial angle (insider knowledge from the testing/certification side), core provocation ("have we been doing it wrong this whole time?"), content pillars derived. All 14 wiki articles now populated. No unpopulated articles remain.

[2026-07-30] ingest | BraveBrand Intelligence playbook, prompt pack, market intelligence | Updated: primary-icp, objections, content-strategy, competitive-landscape

Source: bravebrand-playbook-2026-07-30.md — AI-generated audience research from BraveBrand Intelligence. Corrections applied: "hardware" → PPE, "ISO" → EN/Standards, $ → £. Synthesised quotes flagged as AI-generated, not real client language.

Extracted: transformation journey and 5 severity-ranked pain points added to ICP. Language map (pain phrases, desire phrases, search phrases, emotional triggers) added. Failed solutions added to objections (lab-direct, DIY research, generalist hires). New objection patterns: "I'll just ask the lab" and "we'll handle it internally". 31 proven content hooks added to content strategy (pain agitation, contrarian, curiosity, identity, transformation categories). Congregation points added (LinkedIn, r/ProductManagement, Hardware Massive, The Hardware Academy). Intertek and TÜV SÜD testing body complaints added to competitive landscape.

AI brand system prompt pack and market intelligence report contained overlapping data — deduplicated during ingest. Brand positioning angles ("Regulatory Navigator", "Compliance Architect", etc.) noted but not adopted as Trace identity — existing positioning from founder sources is more authentic.

[2026-07-30] ingest | Founder interview — proof points, speaking, brand experience, Lane Hunters recall | Updated: proof-stack

Source: founder-interview-proof-points-2026-07-30.md — speaking at motorcycle PPE seminars/webinars, bespoke training for Triumph Motorcycles, Norton Motorcycles, The Merlin Partnership. Inception-to-market track record across established brands, sub-brand launches (Ruroc/Enginehawk) and startups (Wh05Dat). Lane Hunters government recall as cautionary proof point. Proof stack moved from medium to high confidence. Some brand names cannot be disclosed publicly yet.

[2026-07-30] update | Terminology fix: "protective-product" removed | Updated: positioning, primary-icp, proof-stack, origin-story, offer-architecture

User instruction: the term "protective-product" (as a compound label, e.g. "protective-product businesses/brands") is disliked. Removed or replaced with "PPE" across all wiki articles where it appeared as a category label. Plain non-compound usage ("a protective product", "protective products") was left alone where it read naturally. raw/ source files were not touched (immutable).

[2026-07-30] ingest | Call notes — Denim Masters (sourcing agent, referral signal, US market signal) | Updated: growth-thesis, primary-icp, competitive-landscape, proof-stack | Created: call-denim-masters-2026-07-30.md (raw)

Source: call-denim-masters-2026-07-30.md — informal catch-up call with an old contact who owns Denim Masters, a sourcing agent used by many motorcycle apparel brands. He described Trace's service as "invaluable" and could see himself directing his own sourcing clients to pay Trace directly for testing, documentation and certification once product is prototyped. He also plans to try to expand into the US, citing growing demand from US motorcycle apparel brands to advertise CE certification.

Extracted: a potential new growth channel — referral/introducer partnerships via sourcing agents (added to growth-thesis as low-confidence, single-source, no commercial terms agreed) — plus a corresponding emerging buyer segment in primary-icp ("Referral-Sourced Clients": price-only, pre-sold by the introducer, trust barrier bypassed). An informal, private, unpermissioned endorsement was added to proof-stack (explicitly flagged as not for public use). An unverified US market signal (US brands wanting to advertise CE certification) was added to competitive-landscape.

All additions marked low confidence and flagged with open questions (commercial terms, whether this is repeatable, whether a flat-fee package is needed for this channel) — see the health-check questions raised in this session for follow-up.

[2026-08-01] ingest | Services & Offers Notion workspace — service architecture, pricing, PPE scope | Updated: offer-architecture, positioning | Created: (none)

Source: Services & Offers Notion hub and six service detail pages — Route Finder, Certification Project, Range Review, Technical Partner, Team Training, Issue Support — plus Proposed Services (Compliance Control, parked).

Major updates applied:

Offer Architecture:

  • Services now grouped by customer journey stage (Find route → Move product forward → Regain control → Build capability) instead of linear ladder
  • "Testing & Certification" renamed to "Certification Project" with new scoped pricing model (Full/Documentation-only/Testing-only/Certification-only coordination)
  • "Retainers" renamed to "Technical Partner" with three levels (Advisory/Oversight/Operations) and product-volume-based pricing
  • New service: Issue Support — emergency technical support priced by issue type (£450–£950)
  • Range Review pricing changed from tiered by portfolio size to per-product model (£150 base, £350 for deeper review, minimum 10 products)
  • Team Training restructured: three named sessions (PPE Foundation £750, PPE Document Workshop £1,750, Motorcycle Advanced £1,500) with pathway discount (£3,500 for all three), plus interactive app-based platform (design/build in progress)
  • Route Finder pricing remains £495 (working reference, open questions noted)

Positioning:

  • "PPE compliance consultancy overall" replaces specialist-only framing
  • Motorcycle protective apparel explicitly positioned as master specialism (not exclusive limit)
  • Explicit PPE category scope added: master specialism (motorcycle apparel/equipment), selected categories (hand, hi-vis, eye, head, hearing, sports), and excluded categories (respiratory, fall-arrest, industrial footwear)
  • "Services matched to customer journey" added as a key differentiator
  • New working rule: customer situation first, then proportionate service

Parked concepts: Compliance Control (app-based range/evidence operating system with client-owned SharePoint integration) noted as proposed future service, not in public offering.

All pricing confirmed in Notion working notes; some items (Route Finder scope, training platform build/delivery effort) marked as open questions. Offer progression pathway clarified: Route Finder for startups, Range Review for established businesses, then Certification Project/Issue Support/Technical Partner/Team Training as needed.

[2026-08-01] update | Trace PPE Pathway core message added | Updated: positioning, offer-architecture, brandbrain.md | Updated: index

Source: Services & Offers Notion hub (updated 2026-08-01 14:57).

The Trace PPE Pathway core message added:

  • "Know the route. Move the product. Regain control. Build capability."
  • Identified as core brand slogan/message and umbrella line for service architecture
  • Ties together the four service groups by customer journey stage
  • Added to positioning.md (new "Trace PPE Pathway" section), offer-architecture.md (restructured service philosophy section), and brandbrain.md (new pathway section)
  • Parallels the Exposed/Covered one-word positioning as a brand-level messaging framework

[2026-07-30] update | US market signal corroborated | Updated: competitive-landscape, growth-thesis | Created: founder-note-us-market-2026-07-30.md (raw)

Source: founder-note-us-market-2026-07-30.md — Glen's direct answer to a wiki health-check question. Confirmed the US CE-certification demand is not just Denim Masters' impression: other big brands, including Merlin and Bobhead, have also tried to breach the US market. Added the structural insight that US-based brands cannot organise UK/EU testing and certification themselves, making this a genuine capability gap rather than just a demand signal. Competitive-landscape US section upgraded from low to medium confidence (single source → two independent sources) and renamed from "US Market Signal (Emerging, Unverified)" to "US Market Opportunity". Growth-thesis referral/channel section updated with the same corroboration and Glen's stated go-to-market motion (direct outreach + referral network).

Open question carried forward: whether the Merlin/Bobhead US attempts were Trace engagements (would become a proof-stack track-record claim) or observed independently (stays market colour only) — not yet clarified.

[2026-07-30] update | Merlin/Bobhead clarification + CCQS network signal | Updated: competitive-landscape, growth-thesis, proof-stack | Created: founder-note-merlin-bobhead-clarification-2026-07-30.md (raw)

Source: founder-note-merlin-bobhead-clarification-2026-07-30.md — Glen confirmed the Merlin/Bobhead US attempts were not Trace engagements; he learned of them through prior company experience and a contact at CCQS, a notified body. Closes the open question from the previous entry: this stays as market intelligence in competitive-landscape, not a proof-stack track-record claim. Added the CCQS relationship itself to proof-stack as an "Industry Network" authority signal, worded to avoid implying influence over certification decisions, consistent with Values.

[2026-08-01] ingest | Logo assets added to repo | Created: brand-assets.md | Updated: index

Source: trace_flat_assets_aligned/logo-assets (31 files across icon_only, icon_background, lockup categories).

Brand Assets article created documenting:

  • Guiding Progress mark — the four-waypoint logo representing the Trace PPE Pathway
  • Colour palette: Trace Yellow (#F1F252), Black, White
  • Asset structure: organized by type (icon, background, lockup) → variant (Compact, Expanded) → format (PNG, SVG)
  • Icon Only: standalone mark, three colours, for favicon/app icon/standalone uses
  • Icon with Background: Compact (small/tight spaces) and Expanded (hero/tiles) variants
  • Lockup: icon + "trace" wordmark, three colour combinations, two PNG sizes, SVG with outlined letterforms (no font dependency)
  • Usage rules: minimum sizes, colour rules, spacing, do/don't guidance

31 logo asset files added to brand-wiki/assets/logo-assets/ in repo (12 PNGs for icon_background, 6 PNGs + 3 SVGs for icon_only, 6 PNGs + 3 SVGs for lockup). All assets available in both PNG and SVG formats at production-ready sizes.

[2026-08-01] reorganize | Website assets folder created | Updated: website/README.md

Source: brand-images/ and brand-mockups/ folders added at repo root by the user. Consolidated both into a new website/ folder (website/images/ — 14 product-photography assets; website/mockups/ — 4 AI-generated design-system/homepage/social mockups) since both are website assets rather than logo files or wiki content. Added website/README.md explaining the split and flagging that mockups are reference-only, not to be cloned or shipped directly.

[2026-08-01] ingest | Service deep dives and PPE Buyer & Enforcement Context added | Created: offers/services.md, offers/offer-playbooks.md, audience/ppe-buyer-and-enforcement-context.md, identity/visual-identity.md, strategy/website-main.md | Updated: strategy/growth-thesis.md, strategy/content-strategy.md, market/competitive-landscape.md, offers/offer-architecture.md, audience/objections.md, audience/primary-icp.md, identity/brand-assets.md

Source: Services & Offers Notion hub — six service "Deep Dive — Working Specification" pages (Route Finder, Certification Project, Range Review, Issue Support, Technical Partner, Team Training) and the new PPE Buyer & Enforcement Context page (all fetched 2026-08-01); brand-wiki/offer-playbooks/ folder (per-service brand-playbook JSON, market-intelligence, and prompt-pack files); brand-wiki/website/mockups/ and brand-wiki/website/images/ for visual identity and website direction.

Services — Deep Dives (new article): carries the "why it exists / who it's really for / why the gap isn't filled / risk of not using it / best next service" narrative layer under Offer Architecture for all six services. Positioned explicitly as the working-specification layer, cross-linked both ways.

PPE Buyer & Enforcement Context (new article): who Trace sells to (PPE brands placing product on the market, not PPE buyers/employers); the real exposure (products/evidence/claims that can't withstand scrutiny, not just "somebody might complain"); who can create exposure (OPSS, Trading Standards, HSE, marketplaces/retailers, test houses/certification bodies, BSIF — explicitly not an enforcement authority — customers/public); public recall/safety-report visibility; commercial consequences; and the explicit positioning rule against fear-based selling. Cross-linked from objections.md and primary-icp.md.

Offer Playbooks (new article): documents brand-wiki/offer-playbooks/ as core service reference material, not marketing campaigns — required reading alongside services.md and offer-architecture.md. Includes a terminology audit run against current canonical names and Voice Guide rules:

  • Stale service names found in 2026-07-31-dated files only: "Campaign: Retainers" (→ Technical Partner) and "Campaign: PPE Compliance Pathway" (→ Team Training) — the services-overview prompt pack (updated 2026-08-01) already has correct current naming and explicitly bans "campaign" framing
  • Banned-word instances: internal persona nicknames "The Lab Liaison" and "The Gear Architect" in route-finder-brand-playbook JSON (low risk, not client-facing)
  • Two American-spelling instances inside AI-prompt template body text ("color and material language", "organizing principle") inconsistent with the same file's own UK-English rule
  • Imagery rule restricts all generated visuals to "motorcycle-related only" across every prompt pack, even though services also cover hand/hi-vis/eye/head/hearing/sports PPE categories — flagged as a deliberate-looking but unconfirmed scope decision, not an error, worth revisiting as non-motorcycle work grows

Visual Identity (new article): brand personality (technical, controlled, quietly confident), colour palette with role/meaning per colour (not just hex values), typography (Satoshi/Inter, Manrope ExtraBold wordmark), three approved imagery treatments (monochrome, yellow duotone, dark duotone), applied social/carousel/hero patterns. Explicit caveat that brand-wiki/website/mockups/ are reference only. Cross-linked with brand-assets.md (logo file spec) which this article complements rather than duplicates.

[2026-08-01] reorganize | Loose top-level folders consolidated into brand-wiki/ | Updated: offer-playbooks/README.md, offers/offer-playbooks.md, identity/brand-assets.md, identity/visual-identity.md, strategy/website-main.md, website/README.md, brandbrain.md

Per CLAUDE.md's documented directory structure, only Skills/, brand-wiki-frontend/, and brand-wiki/ are legitimate top-level siblings (plus brandbrain.md, CLAUDE.md, .gitignore). offer-playbooks/, assets/, and website/ had accumulated at the repo root outside that structure. Moved all three inside brand-wiki/ (now brand-wiki/offer-playbooks/, brand-wiki/assets/, brand-wiki/website/) and corrected every path reference across the wiki articles, README files, and brandbrain.md written or touched earlier in this same session.

Website — Main Site Direction (new article): homepage and service-page structure inferred from the homepage-hero mockup; includes a naming-correction table since the mockup uses placeholder labels ("Certification Projects", "Retained Support", "Critical Issue Support") that don't match canonical service names.

Growth Thesis (updated): replaced stale "Testing & Certification"/"Retainer" service names throughout with current names; added Issue Support as a third, urgency-driven entry point alongside Route Finder and Range Review; added PPE Buyer & Enforcement Context as the underlying reason Issue Support and Range Review convert.

Content Strategy (updated): added three distinct content-to-offer bridges (Route Finder, Range Review, Issue Support) instead of one, with an explicit instruction to reference enforcement/visibility context factually rather than through fear-based framing.

Competitive Landscape (updated): added Satra Technology and SGS to the Testing Bodies section, and Centric Software/Bamboo Rose as adjacent PLM-software alternatives — all sourced from per-offer market-intelligence reports not previously cross-referenced into this article. Flagged with the same synthesized/AI-generated confidence caveat used elsewhere in the wiki.

Offer Architecture (updated): cross-linked to the new services.md and ppe-buyer-and-enforcement-context.md articles.

[2026-08-01] ingest | Strategic Reference hub (8 pages) ingested | Created: offers/which-service-do-i-need.md, frameworks/ppe-responsibility-map.md, frameworks/ppe-evidence-red-flag-library.md, frameworks/ppe-enforcement-and-recall-playbook.md, frameworks/ppe-product-lifecycle-map.md, frameworks/ppe-claims-and-product-information-risk.md | Updated: proof/proof-stack.md, frameworks/standards-coverage.md, market/competitive-landscape.md, voice/voice-guide.md, strategy/website-main.md, offers/services.md, offers/offer-architecture.md, audience/ppe-buyer-and-enforcement-context.md

Source: Notion "Strategic Reference" page (parent: Services & Offers hub) and its 8 child pages, all fetched 2026-08-01 — a previously uningested set of "working authority notes" distinct from the service pages: they explain the world around the problem/risk/decision rather than what Trace sells.

Which Service Do I Need? (new article): the primary customer-routing decision system — situation-first funnel logic ("where is the product or range stuck right now?") mapping six customer situations to the six services, each with signals, price, and CTA; a customer-to-service table; 14 funnel qualification questions; explicit disqualifiers (e.g. wanting a guaranteed pass, wanting invented/backdated evidence); and the funnel sequence/internal routing rule. Flagged one minor cross-source inconsistency: this page states Range Review's Portfolio Review has no fixed minimum, while the Range Review deep-dive (in Services) states a 10-product/£1,500 minimum — noted for Glen to confirm which is current. Also captured named motorcycle standards (EN 17092, EN 13594, EN 13634, EN 1621 parts) used to scope Team Training's Motorcycle Advanced session, now added to standards-coverage.md.

PPE Responsibility Map (new article): who owns what across brand owner/manufacturer, authorised representative, importer, distributor/retailer/marketplace, test house, certification body, and authorities (HSE, Trading Standards, OPSS, BSIF) — plus Trace's own role and a 7-question "responsibility test" for any product.

PPE Evidence Red Flag Library (new article): warning signs across product identity, test evidence, certificates/declarations, marking/information, change control, and commercial red flags — each category ending with the likely next Trace service, making it useful for both delivery checklists and sales qualification.

PPE Enforcement and Recall Playbook (new article): practical first-response steps (name the product, pause claims/shipments if justified, preserve evidence, never edit/backdate evidence), triage questions, containment options, and authority references — the operational counterpart to Issue Support.

PPE Product Lifecycle Map (new article): an 11-stage lifecycle (idea and intended use → design → evidence planning → testing → certification route → technical file → placing on market → post-market monitoring → product change → renewal/retirement → corrective action/recall) with each stage mapped to the Trace service(s) that apply — the clearest existing illustration of why the six services connect end-to-end.

PPE Claims and Product Information Risk (new article): the claims ladder (descriptive → feature → performance → comparative → route claim) and common claim failures. Added a named, concrete red flag per direct user instruction: brands describing a product as "certified" or using language like "CE rated armor" to imply full conformity assessment when only a component was tested, or the claim exceeds the assessed scope — flagged as both a client-facing risk pattern Range Review/Issue Support catch, and a discipline Trace's own copy must never blur.

Proof Stack (updated): added the "Competence and Experience Record" internal guardrail — master vs. selected competence, what Trace must not claim (not a certification/notified/approved body, regulator, test house, or legal practice), and the proof register categories to maintain going forward.

Competitive Landscape (updated): added the standing "Market and Enforcement Watch" monitoring list — what to monitor, primary sources, per-signal triage fields, monthly/quarterly cadence, and the authority principle (verified law/regulation/official guidance over commentary).

Voice Guide (updated): added a "Public Copywriting Process Rule" — per explicit user instruction, any public/external copy must be run through Skills/dark-psychology-copywriter-v2.md before finishing. Flagged as an open tension: that skill's full framework (manufactured scarcity, fear-based pain agitation, urgency tactics) conflicts with this same voice guide's no-hype/no-urgency rule and the "do not sell through fear" rule in ppe-buyer-and-enforcement-context.md. Recorded as a case-by-case call for future public-copy work, not resolved in either direction. Also saved as a persistent feedback memory outside the wiki (feedback_public_copywriting_dark_arts_skill.md) since it governs future-session behaviour, not just wiki content.

Website — Main Site Direction (updated): added a "Clarity Rule — Don't Overwhelm" section per explicit user instruction — many visitors are new to PPE entirely, so the site must minimise icon-reliance (icons always paired with a plain-language line), avoid jargon on first contact, and prefer the which-service-do-i-need.md situational-question structure over a raw six-service list.

Cross-linked the new articles into services.md, offer-architecture.md, ppe-buyer-and-enforcement-context.md, and website-main.md.

[2026-08-01] reorganize | website-main.md moved to new website category; mockup layout direction removed | Updated: website/website-main.md, brandbrain.md, CLAUDE.md

Per direct user correction: the website-main.md article had misread the design mockups as layout/design inspiration. Removed the "Homepage Structure," "Service Page Template," and "Naming Corrections" sections entirely — the mockups in brand-wiki/website/mockups/ are visual-identity tone reference only (Visual Identity) and must never inform actual site layout, navigation, or page structure. Also created a new website wiki category (added to CLAUDE.md's category list and directory structure) and moved website-main.md from wiki/strategy/ to wiki/website/, since the user plans to add landing pages and sales pages here as they're created. brandbrain.md's Website Direction section updated to match.

[2026-08-01] update | offer-playbooks folders renamed and terminology fully resolved | Updated: all 5 service folders in offer-playbooks/ (route-finder, range-review, certification-project, technical-partner, team-training), offer-playbooks/README.md, services-overview/services-overview-ai-prompts.md, offers/offer-playbooks.md

Per direct user instruction ("these names are old and the docs themselves too" / thorough check requested), resolved every remaining stale-naming and accuracy issue flagged in the earlier terminology audit, rather than leaving them as flagged drift:

  • Renamed folders and files to canonical names: testing-certification/ → certification-project/, retainer-support/ → technical-partner/ (internal files renamed to match the new folder slug).
  • "Campaign:" / "Campaign Voice" labels replaced with "Service:" / "Service Voice" across all five prompt-pack files — per explicit user instruction, Trace's six services are not campaigns.
  • Stale service names fixed throughout brand-playbook JSON and market-intelligence files (not just prompt-packs): "Testing and Certification" → Certification Project, "Trace Retained Support" → Technical Partner, "PPE Compliance Pathway" (as a service label) → Team Training — carefully distinguished from the legitimate brand-level Trace PPE Pathway slogan, which was left untouched.
  • Team Training pricing corrected — brand-playbook JSON and market-intelligence.md both carried a stale, superseded 4-tier structure ("PPE Compliance Foundations £750 / PPE Product Compliance in Practice £1,500 / PPE Technical Documentation Workshop £2,500 / Connected Team Training pathway £5,000"). Replaced with the current structure (PPE Foundation £750, PPE Document Workshop £1,750, Motorcycle Advanced £1,500, complete pathway £3,500), stated as plain fact rather than flagged as a correction, per user instruction.
  • Competitive Landscape sections removed from all 5 market-intelligence files — per direct user instruction ("the competitive landscape for all services are wrong and can be removed, or directed to our competitor info in the wiki"), each file's synthesized, service-by-service competitor section was replaced with a pointer to the maintained Competitive Landscape wiki article.
  • Brainstormed program-name options simplified to the real service name — per user instruction ("whatever fits, either the service name... would make more sense"), each brand-playbook JSON's invented sub-brand/program-name ideas (e.g. "The Compliance Champion Academy," "The Audit-Ready Blueprint") were replaced with the actual service name (Team Training, Range Review, etc.) — Trace doesn't run services under invented sub-brand names.
  • Banned-word persona nicknames fixed: "The Lab Liaison" → "The Test House Liaison", "The Gear Architect" → "The Apparel Architect" (route-finder brand-playbook).
  • American spelling fixed in isolated instances found across files (realized→realised, Paralyzed→Paralysed, Decentralizer→Decentraliser, Harmonization→Harmonisation).
  • Broken internal links fixed in services-overview-ai-prompts.md — its per-service links pointed to old capitalised/spaced folder names that never actually matched the real folder structure.
  • All 5 brand-playbook JSON files validated as still-parseable JSON after edits.
  • Not fixed, flagged for a future pass: each brand-playbook JSON retains a structured competitiveLandscape object (distinct from the removed prose sections) with the same synthesized data — left as internal research data rather than rendered content; may still want stripping/redirecting later.

Updated Offer Playbooks to describe the completed cleanup instead of the prior audit findings.

[2026-08-01] update | No-fear-selling rule removed; dark-arts copy delivered for homepage routing section | Created: website/homepage-routing-section-copy.md | Updated: audience/ppe-buyer-and-enforcement-context.md, voice/voice-guide.md, strategy/content-strategy.md, brandbrain.md

Source: user reviewed a live screenshot of the site's homepage six-card routing section (matching Which Service Do I Need's structure) and gave two direct instructions: (1) remove the "do not sell through fear" positioning rule, (2) apply dark-arts copywriting to the six cards' body text, keeping the quoted problem-statement headlines as-is ("the problem parts are okay").

Positioning rule removed: the "do not sell through fear or imply every PPE brand is about to be prosecuted or recalled" rule is gone from Ppe Buyer And Enforcement Context, Voice Guide, Content Strategy, and brandbrain.md. Pain agitation and consequence/loss framing are now explicitly approved for public body copy under Voice Guide's Public Copywriting Process Rule. Two guardrails remain, distinct from the removed rule: (1) situational problem-headlines stay factual, only supporting body copy gets the persuasion treatment; (2) every consequence used in copy must be real and documented (recall, delisting, stalled launch, etc. — sourced from Ppe Buyer And Enforcement Context), never invented or exaggerated.

Homepage Routing Section — Copy (new article, website category): finalized, shippable dark-arts body-copy lines for all six routing cards (Route Finder, Certification Project, Issue Support, Range Review, Technical Partner, Team Training) — the actual copy, not direction, since this maps to a real live site section. Cross-linked into Which Service Do I Need and website-main.

Updated the persistent cross-session memory (feedback_public_copywriting_dark_arts_skill.md) to record the resolution — this is no longer an open tension to flag each time, it's a settled rule with two specific guardrails.

[2026-08-02] update | Removed fixed Typography/Imagery/Applied-Patterns constraints from Visual Identity | Updated: identity/visual-identity.md, brandbrain.md, index.md

Per direct user instruction — the locked-in typography (Satoshi/Inter), the three approved image treatments (monochrome/yellow duotone/dark duotone), and the mockup-derived applied layout patterns (social post/carousel/hero patterns) were removed from Visual Identity as too restrictive for upcoming website design work. Replaced with an explicit "open for the website work" note: no fixed fonts, image treatment, or layout pattern going forward — the single carried-over hard constraint is that the site must never read as a generic SaaS website. The logo wordmark's fixed Manrope ExtraBold spec was kept (that part isn't a design-freedom question, it's the production logo file). Colour palette, brand personality, and logo-in-context sections were left untouched — not part of the user's request. Mirrored the same change into brandbrain.md's condensed Visual Identity section.

Not resolved in this pass: the user was invited to either leave this fully open or give creative direction; no direction was given yet, so this remains a genuinely blank slate pending the user's answer.

[2026-08-02] ingest | Website copy drafts brought into repo | Created: website/copy-drafts/README.md, website/copy-drafts/{route-finder,certification-project,range-review,technical-partner,team-training,all-services}/*.md (18 files)

User supplied 18 AI-generated website copy files from C:\Users\gmasc\OneDrive - tracetechnical co uk\Documents\website-copy (external to the repo) with instructions to organize into a sensible folder structure and rename anything that didn't make sense — explicitly component material meant to be pulled from, not shipped whole per page. Copied (originals left in place at the source path) into wiki/website/copy-drafts/, one subfolder per canonical service plus all-services/, with three consistently-named files each: landing-page-copy.md, sales-page-copy.md, services-tier-copy.md (all-services/ uses homepage-copy.md + services-page-copy.md instead, since those genuinely are the whole-site pages). Renamed away from the source's inconsistent naming (team-training-homepage-copy.md and route-finder-copy.md etc. were the same content type — a full landing-page pass — just named differently).

Not reconciled with brand rules — flagged in the new README instead of silently fixed: the copy carries pricing throughout (conflicts with the no-pricing-on-public-pages rule), uses the banned word "gear," is in US spelling throughout, and each services-tier-copy.md invents a three-tier pricing ladder per service that doesn't match the real one-fixed-fee-per-service offer architecture. Editing copy content wasn't requested this pass.

[2026-08-02] create | Website design direction captured from user creative brief + reference images | Created: website/website-design-direction.md | Updated: website/website-main.md, identity/visual-identity.md, index.md

User supplied 15 reference images (MadeByShape agency site, Supervity AI decks, Amperive EV landing, a "System Performance" proof template, Flex fintech illustration set, nu.image) plus a detailed creative brief, in direct follow-up to the same-day removal of the old fixed Typography/Imagery/Applied-Patterns constraints from Visual Identity. Created a new article, website-design-direction, to hold this — distinct from website-main (content/messaging only) and Visual Identity (underlying brand system).

Captured, with mid-conversation corrections folded in as they happened rather than left as a first-draft contradiction:

  • Never-generic-SaaS / Awwwards-calibre bar, the "60-year-old mother" clarity test, no content-trap CTA repetition
  • Green explored as a replacement for/addition to Trace Yellow — not decided (every strong reference leans lime/acid green over yellow)
  • Mixed type weight and contrast pairing rather than one weight throughout
  • No repeating left/right image-text section structure down the page — flagged by the user as a defining generic-template tell
  • Buttons: bespoke and brand-unique — explicitly not pill-shaped, after the user's own first instinct (MadeByShape's pill CTAs) was corrected on reflection; kept the underlying "click-appeal" quality bar, dropped the literal shape
  • Responsive priority: 14" laptop first, then desktop, mobile deliberately deprioritised
  • Imagery: max one photo of Glen (About page), close-up-only apparel shots (motorcycle/hi-vis only for now, never implying Trace manufactures/sells PPE), no images at all on article pages
  • Illustration: character-style line art (Flex reference) chosen over technical/schematic line art, primarily for articles
  • IA: "problems we solve" not "services," LinkedIn integration as designed follow/connect components (not buried text links) plus every article cross-posted to LinkedIn from the site as canonical source
  • Build plan: real site will eventually live in this repo and deploy to Cloudflare, but only after a wireframe pass the user is doing separately — nothing here is a go-ahead to start building
  • Noted for forward reference (not yet actioned): user is separately planning a complex service-matching questionnaire funnel for the site, to cross-link with Which Service Do I Need once specced

Updated website-main to point to the new article, and bumped its Last Updated date since the "layout/design is out of scope for this article" line now has a real cross-reference instead of being simply unaddressed.

[2026-08-02] update | Brand accent colour changed yellow to green | Updated: identity/visual-identity.md, identity/brand-assets.md, website/website-design-direction.md, brandbrain.md, index.md

Per direct user decision, resolving the "green vs yellow" open question from the same-day website-design-direction brief. Trace Yellow (#F1F252) is retired as the primary accent; Trace Green #C4F136 (a first documented value from the reference set, explicitly provisional) takes its place across Visual Identity, website-design-direction, and brandbrain.md. The 10-15% accent-usage discipline and the "black + accent = PPE/hi-vis colour coding" rationale both carry over unchanged, just re-argued for green instead of yellow.

Logo not yet updated — flagged, not fixed. The user is redesigning the logo around the new green separately; the production files in brand-wiki/assets/logo-assets/ still physically use yellow (filenames like trace-guiding-progress-mark-yellow.svg, yellow lockup/tile variants). Added an explicit "stale until logo redesign lands" note at the top of Brand Assets rather than editing or renaming any of the actual asset files, which are outside what this pass is responsible for.

[2026-08-02] update | Recovered edits dropped by an OneDrive sync conflict | Updated: offer-playbooks/README.md, log.md (this note)

While staging today's changes for commit, found brand-wiki/offer-playbooks/README-TraceLaptop.md and brand-wiki/wiki/log-TraceLaptop.md sitting untracked — initially assumed (and told the user) these were conflict copies from another device. They were not: they were OneDrive conflict copies of this session's own earlier edits, split off during the OneDrive sync client outage/restart earlier in the day (see the "OneDrive sync issue" note from that pass). The live working copies of offer-playbooks/README.md and wiki/log.md had silently reverted to their pre-edit state at some point after the edits were made and before this check.

Recovered: re-applied the services-overview/ row edit to offer-playbooks/README.md (brand-playbook JSON + prompts, not prompts-only). The dropped log entry's content had already been substantively captured by this file's current entries, with one exception — a note that wiki/offers/offer-playbooks.md was not updated earlier due to the same OneDrive outage (still true: that file has not been touched today). Recording that here since the original note was lost. The two -TraceLaptop conflict-copy files have been deleted now that their content is confirmed merged back in.

[2026-08-02] update | Removed all mockups/ references and deleted the folder | Updated: identity/visual-identity.md, website/website-main.md, website/README.md, index.md, brandbrain.md | Deleted: website/mockups/ (4 files)

Per direct user instruction ("dont want any trace of them"). Deleted brand-wiki/website/mockups/ (the four AI-generated design-system/homepage mockup PNGs) and scrubbed every reference to it: the "Note on sources" paragraph and Sources line in Visual Identity, the mockup-caveat paragraphs in website-main, the mockups bullet in brand-wiki/website/README.md (also fixed a stale link path to website-main while in there), and the mockup mentions in brandbrain.md's Visual Identity and Website Direction sections. Left generic uses of the word "mockup" alone where it's just design vocabulary, not a reference to the deleted folder (e.g. AI prompt-pack files, "no stock hero-with-laptop-mockup layout" in website-design-direction).

[2026-08-02] update | Fixed website copy drafts invisible on the live wiki site | Updated: index.md, website/website-main.md | Renamed: website/copy-drafts/README.md -> website/copy-drafts/website-copy-drafts.md

User reported the copy-drafts content added earlier today wasn't visible anywhere on the wiki site or mentioned in the article body. Root cause: the frontend (brand-wiki-frontend/.eleventy.js) only lists a page in the sidebar/homepage/category listing if it can parse a **Category:** bold-line from the file — the collection folder's README.md had no such line (or any of the Article Format metadata), so it and the whole set were effectively invisible even though the raw pages did build. README.md as a filename was also a problem on its own: with no metadata, the frontend falls back to a fileSlug-derived title, and "readme" would have rendered as the page title "Readme."

Fixed by renaming the article to website-copy-drafts.md (matches the website-copy-drafts wikilink convention used elsewhere) and adding a proper Category/Sources/Confidence/Last Updated header, plus a real linked file table (direct site URLs) replacing the old plain folder-tree code block. Added an explicit cross-reference from website-main to website-copy-drafts, since the user flagged that page specifically as where this should be discoverable. Verified with a local Eleventy build (npx @11ty/eleventy in brand-wiki-frontend/) rather than assuming — confirmed the new page appears in the homepage Website category list, the sidebar, and that the wikilink resolves, before pushing.

[2026-08-03] update | Accent colour finalized to yellow; full palette documented | Updated: identity/visual-identity.md, identity/brand-assets.md, index.md, brandbrain.md | Deleted: website/website-main.md, website/website-design-direction.md, website/homepage-routing-section-copy.md

Per direct user decision: Trace Yellow is final as the brand accent colour — the earlier yellow→green exploration is settled, not revisited. Visual Identity rewritten with the full production palette (lime yellow #F1F252, near black #17171E, secondary black #22222A, white #FFFFFF, warm off-white #F4F3EE, secondary warm grey #ECEBE4, body text grey #4D4D55, muted grey #5D5D65, border grey #DEDDD4, dark border #45454E), replacing the prior green/provisional palette. Brand Assets's "logo redesign pending" stale-flag note removed — the production logo files (which use yellow) are current again, not stale. brandbrain.md's Visual Identity section updated to match.

Deleted (user requested a pre-upload cleanup sweep): website-main.md and website-design-direction.md (both to be redone once tomorrow's new site is in place) and homepage-routing-section-copy.md (shipped copy tied to the old site). Cross-references to all three removed from Which Service Do I Need, website-copy-drafts, website/README.md, and brandbrain.md's Website Direction section (now a placeholder pending the new site).