/* BMT Media, bmt-media.com
   Tokens lifted from ads-consultant-site's design system so the two read as the same hand.
   Layout rhythm is deliberately different: editorial and left-aligned rather than centred.
   Dark is the only theme, by decision 2026-08-31. No JavaScript anywhere. */

@font-face {
  font-family: 'DM Sans';
  src: url('fonts/dmsans-latin.woff2') format('woff2-variations');
  font-weight: 400 700;
  font-style: normal;
  font-display: swap;
}

@font-face {
  font-family: 'Fraunces';
  src: url('fonts/fraunces-latin.woff2') format('woff2-variations');
  font-weight: 400 700;
  font-style: normal;
  font-display: swap;
}

/* Palette rebuilt 2026-08-31. The old one was lifted from ads-consultant-site: warm paper
   neutrals with a brown cast. Darkening warm neutrals turns them muddy, and Matt's verdict on
   brown-on-darker-brown was blunt and correct. Neutrals are now cool and near-neutral; the
   amber is kept for figures because against cool grey it reads as money rather than mud.

   The page runs light with two dark bands, AdsChoice's rhythm: dark hero, light, grey, light,
   grey, dark close. `.band-dark` swaps the tokens; everything downstream is token-driven. */

:root {
  color-scheme: light;

  --page: #f9fafa;
  --band: #edf0f1;
  --raised: #ffffff;
  --hairline: #dce1e3;
  --ink-display: #0f1416;
  --ink-body: #3d474b;
  --ink-muted: #646f73; /* clears AA on the grey band (4.51:1), which #677276 did not */
  --accent: #0d7a70;
  --accent-display: #0a625a;
  --accent-faded: #e4f1ef;
  --figure: #98670a;
  --plaque: #ffffff;

  --sans: 'DM Sans', ui-sans-serif, system-ui, -apple-system, sans-serif;
  --display: 'Fraunces', Georgia, 'Times New Roman', serif;

  --measure: 34rem;
  --gutter: clamp(1.25rem, 5vw, 3rem);
  --shell: 68rem;
}

.band-dark {
  --page: #0e1214;
  --band: #0e1214;
  --raised: #171e21;
  --hairline: #242d31;
  --ink-display: #f4f7f7;
  --ink-body: #c3cccf;
  --ink-muted: #8a9497;
  --accent: #2fb8a8;
  --accent-display: #63d3c5;
  --accent-faded: #0f2f2c;
  --figure: #f0b64a;
  --plaque: #ffffff;
  background: var(--page);
  color: var(--ink-body);
}

*,
*::before,
*::after { box-sizing: border-box; }

html {
  font-size: 106.25%; /* 17px base. The whole scale is built on this. */
  -webkit-text-size-adjust: 100%;
}

body {
  margin: 0;
  background: var(--page);
  color: var(--ink-body);
  font-family: var(--sans);
  line-height: 1.6;
  -webkit-font-smoothing: antialiased;
}

h1, h2, h3 {
  font-family: var(--display);
  color: var(--ink-display);
  font-weight: 600;
  line-height: 1.12;
  letter-spacing: -0.015em;
  margin: 0;
  text-wrap: balance;
}

h1 { font-size: clamp(2.3rem, 6vw, 3.9rem); }
h2 { font-size: clamp(1.65rem, 3.4vw, 2.3rem); }
h3 { font-size: 1.16rem; letter-spacing: -0.005em; }

p { margin: 0 0 1.1rem; max-width: var(--measure); }
p:last-child { margin-bottom: 0; }

a { color: var(--accent-display); text-underline-offset: 0.18em; }
a:hover { text-decoration-thickness: 2px; }

:focus-visible {
  outline: 2px solid var(--accent);
  outline-offset: 3px;
  border-radius: 2px;
}

img { max-width: 100%; height: auto; }

.shell {
  width: min(100% - (var(--gutter) * 2), var(--shell));
  margin-inline: auto;
}

.skip {
  position: absolute;
  left: -9999px;
}
.skip:focus {
  left: var(--gutter);
  top: 0.6rem;
  z-index: 10;
  background: var(--accent);
  color: #10201e;
  padding: 0.5rem 0.9rem;
  border-radius: 4px;
}

/* ---------- header ---------- */

.masthead {
  border-bottom: 1px solid var(--hairline);
  background: var(--page);
}

.masthead__inner {
  display: flex;
  flex-wrap: wrap;
  align-items: baseline;
  gap: 0.6rem 2rem;
  padding-block: 1.15rem;
}

.wordmark {
  font-family: var(--display);
  font-weight: 600;
  font-size: 1.2rem;
  color: var(--ink-display);
  text-decoration: none;
  letter-spacing: -0.02em;
  margin-right: auto;
}
.wordmark span { color: var(--accent-display); }

.nav {
  display: flex;
  flex-wrap: wrap;
  gap: 0.4rem 1.55rem;
  font-size: 0.94rem;
}

.nav a {
  color: var(--ink-muted);
  text-decoration: none;
}
.nav a:hover { color: var(--ink-display); }
.nav a[aria-current='page'] {
  color: var(--ink-display);
  text-decoration: underline;
  text-decoration-color: var(--accent);
  text-decoration-thickness: 2px;
  text-underline-offset: 0.35em;
}

/* ---------- generic section rhythm ---------- */

section {
  padding-block: clamp(3rem, 7vw, 5.2rem);
  scroll-margin-top: 1.5rem;
}

/* Alternating bands. The tint does the separating, so no rule between sections.
   Cards sitting on a tinted band flip to the page colour so they stay distinct. */
.band-grey { background: var(--band); }


.eyebrow {
  font-size: 0.78rem;
  font-weight: 600;
  letter-spacing: 0.1em;
  text-transform: uppercase;
  color: var(--ink-muted);
  margin: 0 0 1rem;
}

.lede {
  font-size: clamp(1.06rem, 1.9vw, 1.2rem);
  color: var(--ink-body);
  max-width: var(--measure);
}

.lede--spaced { margin-top: 2.2rem; }
.eyebrow--spaced { margin-top: 1.7rem; }
.tally--hero { margin-top: 3rem; }
.lede--tight { margin-top: 1rem; }

/* ---------- hero ---------- */

.hero { padding-block: clamp(3.4rem, 9vw, 6.5rem); }

.hero p:not(.pull) {
  font-size: clamp(1.1rem, 2.1vw, 1.32rem);
  margin-top: 1.4rem;
  max-width: 32rem;
}

.actions {
  display: flex;
  flex-wrap: wrap;
  gap: 0.75rem 1.5rem;
  align-items: center;
  margin-top: 2.1rem;
}

.btn {
  display: inline-block;
  background: var(--accent);
  color: #10201e;
  font-weight: 600;
  font-size: 0.98rem;
  padding: 0.72rem 1.5rem;
  border-radius: 999px;
  text-decoration: none;
}
.btn:hover { background: var(--accent-display); }

.btn--quiet {
  background: none;
  color: var(--accent-display);
  padding-inline: 0;
  text-decoration: underline;
  text-underline-offset: 0.25em;
}
.btn--quiet:hover { background: none; }

/* ---------- aggregate band ---------- */

.tally {
  display: flex;
  flex-wrap: wrap;
  gap: 2rem 4.5rem;
}

.tally div { max-width: 15rem; }

.tally b {
  display: block;
  font-family: var(--display);
  font-size: clamp(2.2rem, 5vw, 3.1rem);
  font-weight: 600;
  line-height: 1;
  color: var(--figure);
  letter-spacing: -0.02em;
}

.tally span {
  display: block;
  margin-top: 0.5rem;
  font-size: 0.95rem;
  color: var(--ink-muted);
}

/* ---------- results ---------- */

.results {
  display: grid;
  grid-template-columns: repeat(auto-fit, minmax(19rem, 1fr));
  gap: 1.15rem;
  margin-top: 2.4rem;
  padding: 0;
  list-style: none;
}

.result {
  background: var(--raised);
  border: 1px solid var(--hairline);
  border-radius: 10px;
  padding: 1.6rem 1.5rem;
  display: flex;
  flex-direction: column;
}

.result__vertical {
  font-size: 0.8rem;
  letter-spacing: 0.06em;
  text-transform: uppercase;
  color: var(--ink-muted);
  margin: 0.35rem 0 0;
}

.result__figure {
  font-family: var(--display);
  font-size: 1.42rem;
  font-weight: 600;
  line-height: 1.25;
  color: var(--figure);
  margin: 1.05rem 0 0;
  letter-spacing: -0.01em;
  max-width: none;
}

.result__note {
  font-size: 0.92rem;
  margin: 1rem 0 0;
  max-width: none;
  color: var(--ink-body);
}

.result blockquote {
  margin: 1.25rem 0 0;
  padding-top: 1.15rem;
  border-top: 1px solid var(--hairline);
}

.result blockquote p {
  font-size: 0.95rem;
  font-style: italic;
  max-width: none;
  margin-bottom: 0.7rem;
}

.who {
  display: flex;
  align-items: center;
  gap: 0.7rem;
}

.who__avatar {
  flex: none;
  width: 2.9rem;
  height: 2.9rem;
  border-radius: 50%;
  object-fit: cover;
  background: var(--accent-faded);
  border: 1px solid var(--hairline);
}

.result cite {
  font-style: normal;
  font-size: 0.85rem;
  color: var(--ink-muted);
}
.result cite b {
  display: block;
  font-weight: 600;
  color: var(--ink-body);
}

/* ---------- how we work / services ---------- */

.steps {
  display: grid;
  grid-template-columns: repeat(auto-fit, minmax(15.5rem, 1fr));
  gap: 2rem 2.6rem;
  margin-top: 2.4rem;
  padding: 0;
  list-style: none;
  counter-reset: step;
}

.steps > li { counter-increment: step; }

.steps h3 {
  display: flex;
  gap: 0.7rem;
  align-items: baseline;
  margin-bottom: 0.6rem;
}
.steps h3::before {
  content: counter(step, decimal-leading-zero);
  font-family: var(--sans);
  font-size: 0.8rem;
  font-weight: 600;
  color: var(--accent-display);
  letter-spacing: 0.06em;
}

.steps p { font-size: 0.97rem; max-width: 26rem; }

/* ---------- prose pages ---------- */

.prose h2 { margin-top: 2.8rem; }
.prose h2:first-of-type { margin-top: 0; }
.prose h3 { margin-top: 1.9rem; margin-bottom: 0.45rem; }
.prose ul { max-width: var(--measure); padding-left: 1.15rem; }
.prose li { margin-bottom: 0.5rem; }
.prose dl { max-width: var(--measure); margin: 0; }
.prose dt { font-weight: 600; color: var(--ink-display); margin-top: 1.2rem; }
.prose dd { margin: 0.25rem 0 0; }

.contact-list {
  list-style: none;
  padding: 0;
  margin: 2rem 0 0;
  display: grid;
  gap: 1.5rem;
  max-width: var(--measure);
}
.contact-list dt {
  font-size: 0.8rem;
  letter-spacing: 0.08em;
  text-transform: uppercase;
  color: var(--ink-muted);
  font-weight: 600;
  margin: 0;
}
.contact-list dd {
  margin: 0.3rem 0 0;
  font-size: 1.05rem;
}

.hours {
  margin-top: 0.4rem;
  font-size: 0.92rem;
  color: var(--ink-muted);
}

.updated {
  font-size: 0.88rem;
  color: var(--ink-muted);
  margin-top: 2.6rem;
}

/* ---------- footer ---------- */

.footer {
  border-top: 1px solid var(--hairline);
  margin-top: 0;
  padding-block: 2.4rem 3rem;
  font-size: 0.9rem;
  color: var(--ink-muted);
}

.footer__inner {
  display: flex;
  flex-wrap: wrap;
  gap: 0.8rem 2.5rem;
  justify-content: space-between;
}

.footer a { color: var(--ink-muted); }
.footer a:hover { color: var(--ink-display); }

.footer nav {
  display: flex;
  flex-wrap: wrap;
  gap: 0.5rem 1.4rem;
}

/* Wide content must scroll inside itself, never the page. */
.scroll-x { overflow-x: auto; }

@media (prefers-reduced-motion: reduce) {
  *, *::before, *::after {
    animation-duration: 0.01ms !important;
    transition-duration: 0.01ms !important;
  }
}

/* ---------- services grid ---------- */

.offers {
  display: grid;
  grid-template-columns: repeat(auto-fit, minmax(16.5rem, 1fr));
  gap: 1.6rem 2.2rem;
  margin-top: 2.4rem;
  padding: 0;
  list-style: none;
}

.offers h3 {
  margin-bottom: 0.5rem;
  padding-top: 0.85rem;
  border-top: 2px solid var(--accent);
}

.offers p { font-size: 0.97rem; max-width: 26rem; }

/* ---------- qualification list ---------- */

.fit {
  display: grid;
  grid-template-columns: repeat(auto-fit, minmax(17rem, 1fr));
  gap: 2rem 2.6rem;
  margin-top: 2.2rem;
}

.fit ul {
  list-style: none;
  padding: 0;
  margin: 0.9rem 0 0;
}

.fit li {
  position: relative;
  padding-left: 1.5rem;
  margin-bottom: 0.55rem;
  font-size: 0.97rem;
}

.fit li::before {
  position: absolute;
  left: 0;
  font-weight: 700;
}

.fit--yes li::before { content: "+"; color: var(--accent-display); }
.fit--no  li::before { content: "\2013"; color: var(--ink-muted); }

/* ---------- pull statement ---------- */

.hero .pull {
  margin-top: 1.5rem;
  font-size: clamp(1.18rem, 2.3vw, 1.5rem);
}

.pull {
  font-family: var(--display);
  font-size: clamp(1.4rem, 3vw, 1.95rem);
  font-weight: 600;
  line-height: 1.25;
  color: var(--ink-display);
  letter-spacing: -0.015em;
  max-width: 30rem;
  margin: 0 0 1.4rem;
}

/* ---------- client logos ----------
   The source logos are wildly inconsistent: a black tile, a transparent wordmark that would
   vanish in dark mode, and two 32px favicons. A uniform white plaque normalises all of them
   and fixes dark mode in one move. */

.result__logo {
  align-self: flex-start;
  display: inline-flex;
  align-items: center;
  justify-content: center;
  height: 2.9rem;
  padding: 0.4rem 0.6rem;
  margin-bottom: 1rem;
  background: var(--plaque);
  border: 1px solid var(--hairline);
  border-radius: 8px;
}

.result__logo img {
  display: block;
  height: 100%;
  width: auto;
  max-width: 9rem;
  object-fit: contain;
}

.result__logo--text {
  font-family: var(--display);
  font-weight: 600;
  font-size: 0.98rem;
  color: #0f1416;
  letter-spacing: -0.01em;
  padding-inline: 0.85rem;
}

.result h3 { margin-bottom: 0.1rem; }

.result__more {
  margin-top: auto;
  padding-top: 1.2rem;
  font-size: 0.92rem;
  font-weight: 600;
}

/* ---------- case study ---------- */

.vid {
  display: grid;
  grid-template-columns: minmax(0, 1fr) minmax(0, 1fr);
  gap: 2rem 3rem;
  align-items: center;
}

@media (max-width: 47rem) {
  .vid { grid-template-columns: minmax(0, 1fr); }
  .vid__media { order: -1; }
}

.vid--flip .vid__media { order: -1; }
@media (max-width: 47rem) { .vid--flip .vid__media { order: -1; } }

.vid video {
  width: 100%;
  height: auto;
  border-radius: 12px;
  border: 1px solid var(--hairline);
  background: var(--band);
  display: block;
}

.vid blockquote {
  margin: 1.5rem 0 0;
  padding-left: 1.1rem;
  border-left: 3px solid var(--accent);
}

.vid blockquote p {
  font-style: italic;
  font-size: 1.02rem;
  margin-bottom: 0.6rem;
}

.facts {
  list-style: none;
  padding: 0;
  margin: 1.4rem 0 0;
}

.facts li {
  position: relative;
  padding-left: 1.5rem;
  margin-bottom: 0.5rem;
  font-size: 0.97rem;
}

.facts li::before {
  content: "+";
  position: absolute;
  left: 0;
  font-weight: 700;
  color: var(--accent-display);
}

.backlink {
  display: inline-block;
  margin-bottom: 1.5rem;
  font-size: 0.92rem;
}

/* ---------- hero band ----------
   The whole site is dark now, so this no longer overrides tokens. The gradient is what makes
   the hero read as a distinct band rather than more of the same. */

.hero--dark {
  position: relative;
  overflow: hidden;
  background:
    radial-gradient(115% 85% at 86% 6%, rgba(20, 150, 138, 0.34) 0%, rgba(20, 150, 138, 0) 60%),
    radial-gradient(80% 65% at 6% 96%, rgba(63, 96, 122, 0.22) 0%, rgba(63, 96, 122, 0) 64%),
    var(--page);
  padding-block: clamp(3.4rem, 8vw, 5.6rem);
}


.hero--dark h1 { font-size: clamp(2.1rem, 4.4vw, 3.1rem); }

.hero__grid {
  display: grid;
  grid-template-columns: minmax(0, 1.15fr) minmax(0, 0.85fr);
  gap: 2.5rem 3.5rem;
  align-items: center;
}

@media (max-width: 54rem) {
  .hero__grid { grid-template-columns: minmax(0, 1fr); }
}

.hero__note {
  font-size: 0.85rem;
  margin-top: 1rem;
}

/* The funnel diagram. Deliberately NOT a fake dashboard: no invented client numbers, no
   currency, just proportions and a caption saying it is illustrative. AdsChoice's mockups
   assert results nobody can check; this asserts a shape and admits it. */

.funnel {
  background: rgba(255, 255, 255, 0.045);
  border: 1px solid var(--hairline);
  border-radius: 14px;
  padding: 1.5rem 1.6rem 1.3rem;
}

.funnel__head {
  display: flex;
  justify-content: space-between;
  align-items: baseline;
  gap: 1rem;
  margin-bottom: 1.1rem;
  padding-bottom: 0.9rem;
  border-bottom: 1px solid var(--hairline);
}

.funnel__head b {
  font-family: var(--display);
  font-size: 1.02rem;
  font-weight: 600;
  color: var(--ink-display);
}

.funnel__head span {
  font-size: 0.74rem;
  letter-spacing: 0.09em;
  text-transform: uppercase;
  color: var(--ink-muted);
}

.funnel__row {
  display: grid;
  grid-template-columns: 8.2rem minmax(0, 1fr);
  align-items: center;
  gap: 0.9rem;
  margin-bottom: 0.55rem;
  font-size: 0.86rem;
}

.funnel__row span { color: var(--ink-body); }

.funnel__bar {
  height: 1.55rem;
  border-radius: 4px;
  background: linear-gradient(90deg, #12907f, #35c7b4);
}

.funnel__row--dim .funnel__bar {
  background: rgba(255, 255, 255, 0.16);
  border: 1px solid rgba(255, 255, 255, 0.22);
}
.funnel__row--dim span { color: var(--ink-muted); }

.funnel__foot {
  margin-top: 1.2rem;
  padding-top: 0.95rem;
  border-top: 1px solid var(--hairline);
  font-size: 0.84rem;
  color: var(--ink-muted);
}

.funnel__foot b { color: var(--figure); font-weight: 600; }

/* ---------- nav call to action ---------- */

.nav a.nav__cta {
  background: var(--accent);
  color: #10201e;
  padding: 0.42rem 1rem;
  border-radius: 999px;
  font-weight: 600;
}
.nav a.nav__cta:hover { background: var(--accent-display); color: #10201e; }

/* ---------- proof line ---------- */

.proof {
  display: flex;
  align-items: center;
  gap: 0.75rem;
  margin-top: 2rem;
  font-size: 0.9rem;
  color: var(--ink-muted);
}

.proof__faces { display: flex; }

.proof__faces img {
  width: 2.1rem;
  height: 2.1rem;
  border-radius: 50%;
  object-fit: cover;
  border: 2px solid var(--page);
  margin-left: -0.6rem;
}
.proof__faces img:first-child { margin-left: 0; }

/* ---------- result cards, evened up ---------- */

/* Rows size to their own content; cards within a row still stretch to match each other
   (grid's default align-items). `1fr` here forced every row to the tallest row's height,
   which padded the last row out with dead space. */
.results { grid-auto-rows: auto; }
.result__figure { margin-bottom: 0; }
.result blockquote { margin-top: auto; }