/* 01–03 — strategy: market & competitors, positioning, tone of voice */

/* ───────── shared (pages sit on Sand) ───────── */
.page__head .tag-draft { vertical-align: middle; }
.page__head .note { max-width: 46em; }
#positioning .label, #voice .label { display: block; }
#positioning .source, #voice .source { opacity: .75; }

/* ───────── 01 market ───────── */
.mkt-stat { display: grid; gap: 12px; align-content: start; justify-items: start; padding: clamp(20px, 2.4vw, 32px); border-radius: var(--r-m); background: var(--white); }
.mkt-stat .btn { margin-top: 6px; }
.mkt-stat__num { font-size: clamp(2.1rem, 1.2rem + 2.4vw, 3.4rem); font-weight: 300; line-height: 1.04; letter-spacing: -.02em; color: var(--navy); }
.mkt-foot { margin-top: 20px; max-width: 46em; }

.mkt-card { display: grid; gap: 12px; align-content: start; padding: clamp(20px, 2.4vw, 32px); border-radius: var(--r-m); background: var(--white); }
.mkt-card .h4 { font-size: 1.3rem; font-weight: 400; }
.mkt-card p { max-width: 42em; }
.mkt-card__big { font-size: 3rem; font-weight: 300; line-height: 1; color: var(--navy); }
.mkt-src { font-size: 1.15rem; }
.mkt-src a { text-decoration: underline; text-underline-offset: 3px; }

.mkt-compete { grid-template-columns: minmax(0, 7fr) minmax(0, 5fr); gap: var(--gap); align-items: start; padding: clamp(18px, 2.4vw, 32px); }
.mkt-compete__map { min-width: 0; }
.mkt-compete__list { display: grid; grid-template-columns: 1fr 1fr; gap: 6px; align-content: start; }

.mkt-firm { display: grid; gap: 10px; align-content: start; text-align: left; height: 100%; padding: clamp(20px, 2.4vw, 32px); border: 0; border-radius: var(--r-m); background: var(--white); color: var(--navy); transition: background .15s; }
.mkt-firm:hover { background: var(--sand-soft); }
.mkt-firm .caps { opacity: .7; }
.mkt-firm .h4 { font-size: 1.3rem; font-weight: 400; line-height: 1.2; }
.mkt-firm__line { font-size: var(--fs-small); line-height: 1.4; }
.mkt-firm__line--none { opacity: .7; }
.mkt-firm__more { margin-top: 6px; font-size: var(--fs-small); font-weight: 500; text-decoration: underline; text-underline-offset: 3px; }

.mkt-map { display: grid; grid-template-columns: 26px minmax(0, 1fr); grid-template-rows: auto auto; column-gap: 10px; row-gap: 10px; }
.mkt-map__ylabels { display: flex; flex-direction: column; justify-content: space-between; align-items: center; }
.mkt-map__ylabels span, .mkt-map__xlabels span { font-size: var(--fs-micro); font-weight: 500; letter-spacing: .12em; text-transform: uppercase; color: var(--blue); white-space: nowrap; }
.mkt-map__ylabels span { writing-mode: vertical-rl; transform: rotate(180deg); }
.mkt-map__xlabels { grid-column: 2; display: flex; justify-content: space-between; }
.mkt-map__plot { position: relative; aspect-ratio: 5 / 4.4; border: 1px solid rgba(118, 180, 197, .35); border-radius: var(--r-m);
  background:
    linear-gradient(rgba(118, 180, 197, .2), rgba(118, 180, 197, .2)) 50% 0 / 1px 100% no-repeat,
    linear-gradient(rgba(118, 180, 197, .2), rgba(118, 180, 197, .2)) 0 50% / 100% 1px no-repeat,
    rgba(118, 180, 197, .05); }
.mkt-zone { position: absolute; right: 0; top: 0; width: 38%; height: 40%; border-left: 1px dashed rgba(118, 180, 197, .55); border-bottom: 1px dashed rgba(118, 180, 197, .55); border-top-right-radius: var(--r-m); background: rgba(118, 180, 197, .12); }
.mkt-caption { margin-top: 14px; max-width: 46em; }

.mkt-dot { position: absolute; transform: translate(-50%, -50%); width: 30px; height: 30px; padding: 0; border: 0; background: none; display: grid; place-items: center; }
.mkt-dot__mark { width: 14px; height: 14px; border-radius: 50%; background: var(--sand); box-shadow: 0 0 0 2px var(--navy); transition: transform .15s var(--ease), background .15s, box-shadow .15s; }
.mkt-dot:hover .mkt-dot__mark { transform: scale(1.2); }
.mkt-dot.is-sel .mkt-dot__mark { background: var(--blue); transform: scale(1.35); box-shadow: 0 0 0 2px var(--navy), 0 0 0 5px var(--blue); }
.mkt-dot__name { position: absolute; font-size: .75rem; font-weight: 300; line-height: 1.2; white-space: nowrap; color: var(--sand); pointer-events: none; }
.mkt-dot.is-sel .mkt-dot__name { font-weight: 500; color: var(--blue); }
.mkt-dot--r .mkt-dot__name { left: calc(100% + 4px); top: 50%; transform: translateY(-50%); }
.mkt-dot--l .mkt-dot__name { right: calc(100% + 4px); top: 50%; transform: translateY(-50%); }
.mkt-dot--t .mkt-dot__name { bottom: calc(100% - 2px); left: 50%; transform: translateX(-50%); }
.mkt-dot--b .mkt-dot__name { top: calc(100% - 2px); left: 50%; transform: translateX(-50%); }
.mkt-dot--self { width: 56px; height: 56px; }
.mkt-dot--self .mkt-dot__mark { width: 44px; height: 44px; background: var(--blue); box-shadow: 0 0 0 3px var(--navy), 0 0 0 4px var(--blue); display: grid; place-items: center; padding: 10px; }
.mkt-dot--self:hover .mkt-dot__mark { transform: scale(1.06); }
.mkt-dot--self.is-sel .mkt-dot__mark { transform: scale(1.1); box-shadow: 0 0 0 3px var(--navy), 0 0 0 6px var(--blue); }
.mkt-dot--self .mkt-dot__mark svg { width: 100%; height: 100%; }
.mkt-dot--self .mkt-dot__name { font-weight: 500; font-size: .8125rem; color: var(--blue); }

.mkt-item { display: grid; gap: 1px; text-align: left; padding: 9px 12px; border: 1px solid rgba(118, 180, 197, .3); border-radius: var(--r-s); background: transparent; color: var(--sand); font-size: var(--fs-small); line-height: 1.25; transition: background .15s, color .15s, border-color .15s; }
.mkt-item small { font-size: .6875rem; opacity: .75; }
.mkt-item:hover { background: rgba(118, 180, 197, .14); }
.mkt-item.is-sel { background: var(--blue); color: var(--navy); border-color: var(--blue); font-weight: 500; }
.mkt-item.is-sel small { opacity: 1; }
.mkt-item--self { border-color: var(--blue); }

.mkt-panel .caps { color: var(--navy); opacity: .7; }
.mkt-panel__line { font-size: 1.15rem; line-height: 1.35; }
.mkt-panel__line--none { opacity: .75; font-size: var(--fs-small); }
.mkt-panel__facts { display: grid; gap: 12px; margin: 0; }
.mkt-panel__facts dt { font-size: var(--fs-micro); font-weight: 500; letter-spacing: .1em; text-transform: uppercase; opacity: .7; }
.mkt-panel__facts dd { margin: 2px 0 0; }
.mkt-dev { margin-top: 18px; max-width: 46em; }

.mkt-cliches { display: flex; flex-wrap: wrap; gap: 10px; }
.mkt-cliches li { padding: 10px 18px; border: 1px solid var(--navy-45); border-radius: var(--r-pill); font-size: 1.125rem; }
.mkt-cliches s { text-decoration-thickness: 1px; opacity: .85; }
.mkt-honest { margin-top: 22px; max-width: 46em; }

@media (max-width: 1080px) {
  .mkt-compete { grid-template-columns: minmax(0, 1fr); }
  .mkt-compete__list { grid-template-columns: repeat(2, minmax(0, 1fr)); }
}
@media (max-width: 640px) {
  .mkt-compete__list { grid-template-columns: minmax(0, 1fr); }
  .mkt-map__plot { aspect-ratio: 1 / 1; }
  .mkt-dot:not(.mkt-dot--self) .mkt-dot__name { display: none; }
  .mkt-dot.is-sel .mkt-dot__name { display: block; }
  .mkt-dot--self { width: 44px; height: 44px; }
  .mkt-dot--self .mkt-dot__mark { width: 34px; height: 34px; padding: 8px; }
  .mkt-dot--self .mkt-dot__name { display: none; }
}

/* ───────── 02 positioning ───────── */
.pos-hero { display: grid; grid-template-columns: minmax(0, 1fr); gap: clamp(24px, 3vw, 40px); align-items: end; padding: clamp(28px, 4vw, 56px); border-radius: var(--r-l); background: var(--navy); color: var(--sand); }
.pos-hero__idea { display: grid; gap: 18px; }
.pos-hero__idea .caps { color: var(--blue); }
.pos-hero__idea .display { color: var(--blue); font-size: clamp(3rem, 1.4rem + 4.6vw, 5.6rem); line-height: .98; }
.pos-hero__line { display: grid; gap: 10px; justify-items: start; padding-top: 18px; border-top: 1px solid rgba(118, 180, 197, .3); }
.pos-hero__quote { font-style: normal; font-size: 1.125rem; }

.pos-state__head { display: flex; flex-wrap: wrap; align-items: center; gap: 10px 16px; margin-bottom: 18px; }
.pos-statement { display: grid; gap: 22px; justify-items: start; padding: clamp(20px, 3vw, 40px); border-radius: var(--r-m); background: var(--white); }
.pos-statement__lines { margin: 0; width: 100%; max-width: 54em; }
.pos-statement__lines > div { display: grid; grid-template-columns: 110px minmax(0, 1fr); gap: 20px; padding: 14px 0; border-bottom: 1px solid var(--navy-15); align-items: baseline; }
.pos-statement__lines > div:first-child { padding-top: 0; }
.pos-statement__lines dt { font-size: var(--fs-micro); font-weight: 500; letter-spacing: .12em; text-transform: uppercase; opacity: .7; }
.pos-statement__lines dd { margin: 0; font-size: clamp(1.15rem, 1rem + .5vw, 1.4rem); line-height: 1.4; }

.pos-aud { display: grid; grid-template-columns: repeat(4, minmax(0, 1fr)); gap: var(--gap); }
.pos-aud__btn { display: grid; gap: 14px; align-content: space-between; text-align: left; min-height: 130px; padding: 18px 20px; border: 0; border-radius: var(--r-m); background: var(--white); color: var(--navy); transition: background .15s, color .15s; }
.pos-aud__btn:hover { background: var(--sand-soft); }
.pos-aud__btn[aria-pressed="true"] { background: var(--navy); color: var(--sand); }
.pos-aud__btn[aria-pressed="true"]:hover { background: var(--navy); }
.pos-aud__name { font-size: 1.25rem; line-height: 1.2; }
.pos-aud__panel { margin-top: var(--gap); display: grid; gap: 22px; padding: clamp(20px, 3vw, 40px); border-radius: var(--r-m); background: var(--white); }
.pos-aud__panel .label { display: flex; align-items: center; gap: 8px; min-height: 22px; margin-bottom: 4px; }
.pos-aud__panel .label .chip { height: 22px; }

.pos-quote { margin: 0; display: grid; gap: 14px; padding-left: clamp(18px, 3vw, 36px); border-left: 4px solid var(--blue); }
.pos-quote__text { margin: 0; font-size: clamp(2.2rem, 1.2rem + 3.6vw, 4.4rem); font-weight: 300; line-height: 1.04; letter-spacing: -.02em; }

.pos-pillar { display: grid; grid-template-columns: minmax(0, 7fr) minmax(0, 5fr); gap: clamp(24px, 4vw, 64px); align-content: center; min-height: 340px; padding: clamp(24px, 4vw, 56px); border-radius: var(--r-l); background: var(--white); }
.pos-pillar__main { display: grid; gap: 14px; align-content: start; }
.pos-pillar__main .h3 { font-size: clamp(2rem, 1.2rem + 2.6vw, 3.4rem); line-height: 1.05; letter-spacing: -.02em; }
.pos-pillar__main p { font-size: 1.25rem; max-width: 30em; }
.pos-pillar__proof { display: grid; gap: 12px; align-content: start; padding-left: clamp(18px, 3vw, 40px); border-left: 1px solid var(--navy-15); }
.pos-list { display: grid; gap: 8px; }
.pos-list li { padding-left: 16px; position: relative; }
.pos-list li::before { content: ""; position: absolute; left: 0; top: .75em; width: 8px; height: 1px; background: currentColor; }
.pos-list .chip { height: 22px; margin-left: 4px; }
#positioning .card .label { margin-top: 6px; }

.pos-values { display: grid; border-top: 1px solid var(--navy-45); }
.pos-values li { display: grid; grid-template-columns: minmax(180px, 3fr) 40px minmax(0, 7fr); gap: 16px; align-items: baseline; padding: 22px 0; border-bottom: 1px solid var(--navy-15); font-size: 1.15rem; }
.pos-values__word { font-size: var(--fs-h3); line-height: 1.1; letter-spacing: -.01em; }
.pos-values__arrow { opacity: .5; }

.pos-words { display: flex; flex-wrap: wrap; gap: 8px 22px; }
.pos-words li { font-size: var(--fs-h3); line-height: 1.2; }
.card--navy .pos-words li { color: var(--blue); }
.pos-words--not li { text-decoration: line-through; text-decoration-thickness: 1px; opacity: .8; }
.pos-big { font-size: 1.3rem; line-height: 1.35; }

.pos-lines { display: grid; border-radius: var(--r-m); background: var(--white); padding: 6px clamp(16px, 2.4vw, 32px); }
.pos-lines li { display: grid; grid-template-columns: minmax(0, 5fr) minmax(0, 4fr) auto; gap: 20px; align-items: center; padding: 20px 0; border-bottom: 1px solid var(--navy-15); }
.pos-lines li:last-child { border-bottom: 0; }
.pos-lines__line { font-size: clamp(1.25rem, 1.05rem + .7vw, 1.7rem); line-height: 1.2; letter-spacing: -.01em; }

@media (max-width: 1080px) {
  .pos-aud { grid-template-columns: repeat(2, minmax(0, 1fr)); }
}
@media (max-width: 640px) {
  .pos-pillar { grid-template-columns: minmax(0, 1fr); min-height: 0; }
  .pos-pillar__proof { padding-left: 0; border-left: 0; padding-top: 18px; border-top: 1px solid var(--navy-15); }
  .pos-statement__lines > div { grid-template-columns: minmax(0, 1fr); gap: 4px; }
  .pos-aud { grid-template-columns: minmax(0, 1fr); }
  .pos-aud__btn { min-height: 0; }
  .pos-values li { grid-template-columns: minmax(0, 1fr); gap: 6px; }
  .pos-values__arrow { display: none; }
  .pos-lines li { grid-template-columns: minmax(0, 1fr); gap: 10px; justify-items: start; }
}

/* ───────── 03 tone of voice ───────── */
.voice-master { margin-bottom: 18px; }
.voice-note { margin-top: 18px; }
.voice-pr { display: grid; gap: 22px; align-content: start; padding: clamp(20px, 2.4vw, 32px); border-radius: var(--r-m); background: var(--white); }
.voice-pr { grid-template-rows: auto 1fr; }
.voice-pr__head { display: grid; gap: 8px; align-content: start; }
.voice-pr__top { display: flex; justify-content: space-between; align-items: center; margin-bottom: 8px; }
.voice-pr__head p { max-width: 42em; }
.voice-pr__quote { margin: 0; display: grid; gap: 10px; align-content: start; min-height: 190px; padding: 22px; border-radius: var(--r-m); background: var(--navy); color: var(--sand); }
.voice-pr__tag { font-size: var(--fs-micro); font-weight: 500; letter-spacing: .12em; text-transform: uppercase; color: var(--blue); }
.voice-pr__text { margin: 0; font-size: 1.3rem; line-height: 1.38; }
.voice-pr[data-state="before"] .voice-pr__quote { background: var(--sand); color: var(--navy); border: 1px dashed var(--navy-45); }
.voice-pr[data-state="before"] .voice-pr__tag { color: var(--navy); }

.voice-scales { display: grid; gap: 4px; padding: clamp(20px, 3vw, 40px); border-radius: var(--r-m); background: var(--white); }
.voice-scale { display: grid; grid-template-columns: 150px minmax(0, 1fr) 150px; gap: 20px; align-items: center; padding: 14px 0; }
.voice-scale__l { font-size: 1.125rem; }
.voice-scale__r { font-size: 1.125rem; text-align: right; }
.voice-scale__track { position: relative; height: 26px; }
.voice-scale__track::before { content: ""; position: absolute; left: 0; right: 0; top: 50%; height: 2px; margin-top: -1px; background: var(--navy-45); border-radius: 2px; }
.voice-scale__track::after { content: ""; position: absolute; left: 50%; top: 6px; bottom: 6px; width: 1px; background: var(--navy-15); }
.voice-scale__mark { position: absolute; top: 50%; width: 22px; height: 22px; margin: -11px 0 0 -11px; border-radius: 50%; background: var(--navy); border: 4px solid var(--white); box-shadow: 0 0 0 1px var(--navy); }
.voice-scales__cap { margin-top: 20px; font-size: var(--fs-h3); line-height: 1.2; letter-spacing: -.01em; }
.voice-scales + .voice-scales__cap + .source, .voice-scales__cap + .source { margin-top: 10px; }

.voice-chan { display: grid; grid-template-columns: minmax(0, 1fr) minmax(0, 1fr); gap: var(--gap); align-items: stretch; }
.voice-chan__info { display: grid; gap: 8px; align-content: start; padding: clamp(20px, 2.4vw, 32px); border-radius: var(--r-m); background: var(--white); }
.voice-chan__info .label:not(:first-child) { margin-top: 12px; }
.voice-chan__job { font-size: var(--fs-h3); line-height: 1.18; letter-spacing: -.01em; }
.voice-warm { display: flex; align-items: center; gap: 8px; margin-top: 16px; padding-top: 16px; border-top: 1px solid var(--navy-15); }
.voice-warm .label { margin-right: 6px; }
.voice-warm i { width: 14px; height: 14px; border-radius: 50%; border: 1.5px solid var(--navy); }
.voice-warm i.on { background: var(--navy); }
.voice-quote { display: grid; gap: 14px; align-content: space-between; justify-items: start; padding: clamp(20px, 2.4vw, 32px); border-radius: var(--r-m); background: var(--navy); color: var(--sand); }
.voice-quote .label { color: var(--blue); opacity: 1; }
.voice-quote__text { font-size: clamp(1.25rem, 1.05rem + .6vw, 1.6rem); line-height: 1.35; max-width: 30em; }

.voice-card { padding: clamp(18px, 2.4vw, 32px); border-radius: var(--r-m); display: grid; gap: 14px; }
.voice-card--white { background: var(--white); padding: clamp(8px, 1.4vw, 16px); }
.voice-card--navy { background: var(--navy); color: var(--sand); }
.voice-card--navy .label { color: var(--blue); opacity: 1; }
.voice-card--sand { background: var(--sand); }
.voice-words { min-width: 0; }
.voice-words td:first-child { width: 46%; }
.voice-like { display: flex; flex-wrap: wrap; gap: 8px; }
.voice-like .chip { height: 30px; font-size: .8125rem; }
.voice-check__out { min-height: 24px; }
.voice-check__list { display: grid; gap: 6px; }
.voice-check__list b { font-weight: 500; }

.voice-rules { display: grid; padding: 6px clamp(16px, 2.4vw, 32px); border-radius: var(--r-m); background: var(--white); }
.voice-rules li { display: grid; grid-template-columns: minmax(150px, 3fr) minmax(0, 9fr); gap: 20px; padding: 18px 0; border-bottom: 1px solid var(--navy-15); }
.voice-rules li:last-child { border-bottom: 0; }
.voice-rules__k { font-weight: 500; }
.voice-rules li p:last-child { max-width: 42em; }

@media (max-width: 1080px) {
  .voice-chan { grid-template-columns: minmax(0, 1fr); }
}
@media (max-width: 640px) {
  .voice-scale { grid-template-columns: 1fr 1fr; gap: 6px 12px; }
  .voice-scale__track { grid-column: 1 / -1; grid-row: 2; }
  .voice-scale__r { grid-column: 2; grid-row: 1; }
  .voice-rules li { grid-template-columns: minmax(0, 1fr); gap: 4px; }
  .voice-words td:first-child { width: auto; }
  .voice-pr__quote { min-height: 0; }
}