Every presentation and every open decision for this client, with its live state read from the store — so this page cannot tell you something the store disagrees with. Each item opens its own page; the decisions are taken there, never duplicated here.
Five criteria with their own verdicts and notes, ten points to spend across them, six bipolar axes, and the words the work must earn. Roughly thirty minutes, run in the room rather than async. The disagreements are the point — they are cheaper to find here than in a comp.
Open the criteria sessionThe findings, the growth-channel tests, the ask, and the internal process section. Its sign-off state is shown above — read from the store, not typed here.
Open the audit deckBoth founders held the row and neither left a note, so nobody can tell what gives you pause and no next step can be written. One line each — or that it is approved as it stands.
Open the audit — the row is on its pageTwo attempts were rejected and a three-direction comp menu declined. The path forward is not another mock: it is the criteria session at the top of this page, agreed first, so the next attempt is built against something stated rather than a moving target.
Cairo's diagnosis of the first mock still holds as the eventual brief: it swapped the brand's real equity — the hand-drawn faucet logo, the illustrated collection badges, the period serif — for generic versions of each, which is what "nothing like the brand" named.
A v2 built the following morning was rejected too, and the comp menu declined. The protocol now is never to show design work against no agreed objective — which is why the criteria session runs first and why no new comps are commissioned until it and the identity either/or land.
One page per client, reached by a single link from the Kickoff. Everything for that client lives here and nowhere else.
1 · Sections in the order a founder needs them: Run first (anything that gates the rest), Presentations, Open (decisions waiting on a founder), then this pattern note. Empty sections are removed, not left standing.
2 · State is read, never typed. A card carries data-track="page-id" and the shared component paints it green when both founders have signed that page off, amber when one has. A typed status line goes stale the moment somebody taps — that is exactly how a card claiming "Elizabeth has not signed off" survived her signing off.
3 · Decisions are taken on their own page, never duplicated here. This page links through. Two strips writing the same row would be a second approval surface, and the standing rule is one store, one component.
4 · The decision comes first, the reasoning collapses beneath it — as with the mock above. Anything longer than a couple of sentences goes under Context.