# RTZ Hope — Design System Spec > Source: [rtzhope.org](https://rtzhope.org/) (live site, captured 2026-05-14) > Stack: Squarespace 7.1 · `site.css` (versioned theme) + `custom.css` (border-radius overrides) > All color tokens grepped from production CSS `:root` (HSL → hex). Photography pulled from the live Squarespace CDN with referer header set. Logo and 10 photos captured. > **Coverage**: 584 URLs in sitemap.xml; ~50 standalone content pages fetched (excluding individual blog posts, story entries, event listings, and product variants — patterns from each are captured). All five top-level nav clusters traversed; all sub-page clusters (retreat, provider, memorial, donation methods, multi-language) sampled. --- ## At a glance **Return to Zero: H.O.P.E.** (RTZ Hope) is a national nonprofit supporting families through pregnancy and infant loss — miscarriage, stillbirth, infant or toddler death, infertility, ending a wanted pregnancy, loss through surrogacy, or failed adoption. Founded by **Kiley Krekorian Hanish, OTD, OTR/L, PMH-C** and her husband **Sean Hanish** after the stillbirth of their son **Norbert** on July 12, 2005. The grassroots movement began in 2014 with the Emmy-nominated film *Return to Zero*, and grew into a 501(c)(3) nonprofit (EIN 82-5131976). Since 2020, they've served **1,500+ families** virtually; since 2014, **400+ women** have attended in-person retreats. **What they do (the six pillars):** 1. **Healing retreats** — Twice-yearly retreats for bereaved mothers at Whispertree Retreat Center, Boonville, CA (max 19 participants per cohort). Two formats: *Honoring Your Loss* (any stage of grief) and *Finding Yourself After Loss* (≥ 1 year out). Pricing tiers: Luxury Platform Tent **$1,750** · Barn private room **$2,050** · Toll House private room **$2,550**. 4 nights / 5 days · 12 farm-to-table meals · scholarships available. 2. **Virtual support groups & workshops** — Year-round programmed groups (Grief Support 101 monthly intro, *Pregnancy and Infant Loss* monthly, *Pregnancy After Loss* monthly, *No Living Children Not by Choice*, *Loss of an Infant or Toddler*, *Recurrent Loss & Infertility*, *Ending a Wanted Pregnancy* for birthing parents AND couples, BIPOC-specific 6-week groups, LGBTQ+ workshops, *Couples Workshop*, *Holiday Boundaries*, *Somatic Skills*, etc.). All virtual, registration-based. 3. **National provider directory** — Searchable directory of clinicians, therapists, doulas, and birthworkers trained in pregnancy and infant loss support. Complemented by separate directories for *Holistic Health and Wellness* (acupuncture, yoga, somatic therapy, energy work, hypnotherapy), *Counseling US / International*, *Local Support Groups by US State* (Alabama through Wisconsin), and *International Perinatal Loss Organizations* across 8 countries (Australia, Belgium, Canada, Ireland, Italy, New Zealand, Sweden, UK). 4. **Provider education (National Perinatal Loss Collaborative · RTZ × Jane's Room)** — CE-accredited Thinkific platform (`rtzhope.thinkific.com`), monthly clinician webinars (first Friday, 10 AM PST / 1 PM EST, 1 hr, CE credit for nursing & social work), practical bereavement guides (NICU, ultrasound tech, LGBTQ+, BIPOC, memory-making, fetal death certificates, NICU language), annual *Provider Spotlight* series featuring loss-informed practitioners. 5. **Memorial / remembrance features** — *Beacons of Love Tribute Wall* (year-round namelist), *Starry Sky* (December winter-solstice virtual cards + name registry), *HOPEtober Luminary program* (October awareness campaign), *Wave of Light* gathering, *Recognition of Life Certificates*, *Remembrance Keepsakes directory* organized into 9 categories. 6. **Materials commerce** — Printed brochures (English, Spanish, bilingual sets), digital brochures and bundles, brochures for hospitals and providers, plus the seven $5.99 Recognition of Life Certificate designs. Sold via Squarespace shop at `/purchase-materials`. **Audience (three concentric circles):** - **Primary**: bereaved parents — mostly mothers; also non-birthing partners, dads, grandparents - **Secondary**: friends and family of bereaved parents (the "what do I say?" cohort) - **Tertiary**: healthcare providers and birthworkers seeking training and resources **Register**: Compassionate-clinical with a literary serif voice. **Never** baby-pink/baby-blue grief tropes. **Never** clinical-distant. The voice is *"we are sitting with you"* — present-tense, second-person, validating. Reads closer to a literary memoir or a thoughtful retreat brochure (Esalen, Kripalu, On Being) than a typical nonprofit fundraising site. **Voice anchors pulled from live site (the strongest brand phrases)**: - **"Break the silence. Nurture healing. Inspire hope."** — THE tagline. Appears on every page. Three-word triad. - **"You are not alone in your grief."** — `/welcome` H1 (the alt-landing variant). - **"You don't have to carry this grief alone."** — Parents/Support hero H1. - **"Whatever you're feeling right now is valid. We're here to sit with you."** — primary validation line. - **"You are not alone. Your pain matters. And healing is possible."** — Lighthouse program triad. - **"No family should navigate loss alone."** — Team mission line. - **"It takes a village."** — Get Involved H1. - **"Pregnancy and infant loss impacts at least 1 in 4 families."** — Lighthouse statistic. - **"Beneath the vast expanse of the night sky, every star tells a story. Here, in the glow of our lighthouse, we honor the babies who shine forever in our hearts."** — Beacons of Love tribute wall hero. - **"Together, we create a sky filled with love, remembrance, and hope. Their light will always shine."** — Beacons of Love closing line. - **"Even on the darkest night, the stars still twinkle and shine so bright. Even when we can't see them, they're always near. Just like the little ones who are no longer here."** — Starry Sky (December winter-solstice campaign). --- ## 🎯 Core assets ### Logo - **Primary**: `assets/rtz-hope-brand/logo.jpg` — Wordmark with sun/sunrise glyph ("RTZ HOPE LOGO" from CDN, served at 1500w). The only logo asset on the live site; used in header and footer. - **Favicon**: `assets/rtz-hope-brand/favicon.ico` — same mark, cropped. - **Note**: No SVG version published. The wordmark uses the brand's serif (Libre Baskerville family). Treat as a raster lockup — do not recolor or stretch. ### Photography (10 live assets, all from Squarespace CDN, filenames audited 2026-05-14) - `assets/rtz-hope-brand/photo-clouds.jpg` — Vladimir Anikeev (Unsplash); cumulus clouds above against pale blue sky. **The actual homepage hero.** - `assets/rtz-hope-brand/photo-birds.jpg` — flock of birds in flight against blue sky. Used in homepage three-pillar "Connect with others." - `assets/rtz-hope-brand/photo-hands.jpg` — Karola G (Pexels); two pairs of hands clasped (BIPOC + white). Used in three-pillar "Find space to heal." - `assets/rtz-hope-brand/photo-reading-nook.jpg` — cozy reading nook with green armchair and natural light. Used in three-pillar "Find compassionate care." - `assets/rtz-hope-brand/photo-connection.jpg` — Tima Miroshnichenko (Pexels); mother embracing daughter in softly-lit room. Used in audience-pivot "Friends & family." - `assets/rtz-hope-brand/photo-comfort.jpg` — Behnam Mohsenzadeh (Unsplash); quiet armchair in soft side-light. Used in audience-pivot "Care providers" + Stories grid. - `assets/rtz-hope-brand/photo-cane-interior.jpg` — Hans (Unsplash); cane-back chairs in sunlit living room. Used in Stories grid (Red Papasan Chair). - `assets/rtz-hope-brand/botanical-iris.jpg` — Pierre-Joseph Redouté–style blue iris botanical print. Used in Stories grid (Everything That Isn't There). - `assets/rtz-hope-brand/botanical-roses.jpg` — pink-rose botanical illustration. Used in Stories grid (Love and Grief, Side by Side). - `assets/rtz-hope-brand/botanical-cockscomb.jpg` — red-cockscomb botanical illustration. Use for memorial / quiet content. - `assets/rtz-hope-brand/seal-candid-gold.png` — third-party trust mark (GuideStar Candid Seal Gold 2025). Keep when displaying nonprofit credibility; not part of RTZ Hope's own brand assets. **Botanical illustrations are a brand signature.** RTZ Hope mixes photographic imagery with Pierre-Joseph Redouté–style watercolor botanical prints (iris, roses, cockscomb). These come from public-domain Wikimedia Commons sources and provide a quieter, more literary register for memorial and Stories of Hope content where photography would feel too journalistic. **Photo direction**: - **Soft, diffuse daylight**. Never harsh sun, never fluorescent. Magic-hour or overcast. - **Subject matter**: skies (cloud as feeling), hands (connection), candles (remembrance), nature (stillness), one or two people in soft conversation (community). **Never** crowds. - **No babies. No pregnancy bumps. No empty nurseries.** These are too on-the-nose and re-traumatizing for the audience. The brand earns its dignity by *not* showing the loss directly — it shows the *feeling around* the loss. - **No stock-photo smiling families.** The audience is in grief; aspirational happy-family imagery reads as exclusionary. - **Faces are optional and often back-of-head or partial.** Privacy + universality. - **Aspect**: large editorial 16:9 or 4:5 portrait. Photos breathe at full-section width with generous margin above and below. --- ## 🎨 Foundations ### Color tokens (extracted from production CSS `:root`) The live Squarespace theme defines five HSL-based brand tokens. Below are the canonical conversions to hex, plus the announcement-bar variant blues that appear in the compiled CSS. | Token | HSL | Hex | Role | |---|---|---|---| | `--white` | `0, 0%, 100%` | `#FFFFFF` | Page background (primary) | | `--lightAccent` | `27, 24%, 84%` | `#E0D5CC` | Warm tan/beige — soft section backgrounds, retreat warmth | | `--accent` | `203, 41%, 55%` | `#5D97BB` | **THE RTZ blue** — links, primary buttons, accent strokes, logo color | | `--darkAccent` | `203, 14%, 26%` | `#39444C` | Deep slate — body ink on light, navy panels, footer | | `--black` | `0, 0%, 17%` | `#2B2B2B` | Body text (soft near-black, never `#000`) | | announcement-1 | `198.75, 46.67%, 52.94%` | `#4F9CBF` | Brighter sky-blue — used on announcement bar variant | | announcement-2 | `203.08, 42.72%, 41.76%` | `#3D7598` | Deeper blue — pressed/dark states | | overlay | `200, 29.03%, 93.92%` | `#EBF1F4` | Pale icy-blue — section background overlay, hairlines | → canonical mapping (suggested for `_shared.css`): - `--brand` → `#5D97BB` - `--brand-deep` → `#3D7598` - `--brand-soft` → `#EBF1F4` - `--warm` → `#E0D5CC` - `--ink` → `#2B2B2B` - `--ink-deep` → `#39444C` - `--bg` → `#FFFFFF` **Gold rule (the accent discipline)**: there is **no gold, no orange, no warm-accent secondary**. The warm beige `#E0D5CC` is *the* warmth — it functions where another brand would use champagne or sand. Adding a gold accent to this palette would push it toward "wedding-y" or "memorial-card sentimental" — both off-brand. **Forbidden colors**: - Pure black `#000` (live brand uses `#2B2B2B`) - Baby pink (`#FFC0CB` and friends), baby blue (`#ADD8E6`) — gendered grief tropes that the brand explicitly avoids - Red — too clinical / emergency-coded for a healing brand - Neon anything - Saturated jewel tones (deep purple, jewel teal, royal blue) — reads as corporate gala fundraiser, not present-tense grief - Heavy gradients (especially SaaS purple-to-blue) — at odds with the still, photographic register ### Typography Two real font families load from Google Fonts: ``` Display: Libre Baskerville — 400/700/400i/700i — section H1/H2, italic accents inside headlines Body: DM Sans — 400/500/600/700 + italics — body, UI, eyebrows, buttons ``` A Typekit ID is also loaded (`use.typekit.net/ik/jy8W9PX87j8SjHAVf7cAsmebrxH6YIRADKCZjCutmuqfe0t...`) — this likely provides the wordmark/logo cut. For HTML use, the Google pair is sufficient. **Type pattern (signature)**: **italic-inside-roman headlines**. The brand's most recognizable typographic move is inserting an *italic phrase* into an otherwise upright headline: ``` You don't have to carry this grief alone. Get support right in your inbox ← "Get support right in your inbox" set in italic Join us for Honoring Your Loss ← "Honoring Your Loss" set in italic Join the Lighthouse ← "The Lighthouse" set in italic Gratitude to Those Who HELP US SPREAD H·O·P·E ← "Gratitude to Those Who" set in italic The Story of Hope ← "Hope" set in italic ``` This is the brand's editorial breath. Italic = the warmer/more personal half of the sentence. Roman = the structural/calling-out half. **Never italicize the whole headline** — the contrast IS the move. **Eyebrow / kicker pattern**: H·O·P·E itself is sometimes typeset with **interpunct dots between each letter** (`H·O·P·E`) as a stylistic flourish in donation and value-statement contexts. Use sparingly — never on every page. **Italic discipline**: italics are Libre Baskerville italic — never DM Sans italic in display roles. DM Sans italic appears only in body callouts where serif would be too formal. --- ## 🧱 Signature patterns These are the patterns that *make* the brand recognizable. Remove them and the design degrades into "generic Squarespace nonprofit." 1. **Three-word triad: "Break the silence. Nurture healing. Inspire hope."** — Appears on the bottom of every page as the closing motto. Three sentences, three verbs, three nouns. Set in serif italic or roman; never broken across multiple lines if avoidable. Treat as the brand's signature like Apple's "Designed in California." 2. **Italic-inside-roman headlines** — see Typography. The brand's most distinctive move at the H1/H2 level. 3. **20-25px rounded photo tiles** — `custom.css` explicitly applies `border-radius: 20px` (and one 25px exception for the carousel) to image blocks and section-level imagery. Combined with `overflow: hidden`, this gives the brand a softly-chamfered photographic look — never sharp editorial 0px, never pill-shaped 999px. Bake `--radius-photo: 20px`. 4. **Editorial section H2 + sub-line + photo + 2-paragraph body** — The page rhythm is unhurried. Each section gets: a section H2 (often italic), a quieter sub-line below, a single hero photo (full-section width, 20px radius), then two short paragraphs and a single CTA. No multi-column grids of feature tiles; no icon rows; no bullet-heavy "what's included" stacks. The page reads like a magazine essay, not a marketing page. 5. **Single-CTA sections** — Each section terminates in *one* CTA — never a CTA cluster. Examples: "Find support" / "Learn More" / "Find a virtual support group" / "Search Our Provider Directory" / "Support Our Work". A button row would erode the meditative pace. 6. **Generous vertical pacing** — Sections breathe with `clamp(4rem, 8vw, 7rem)` of vertical padding. The cumulative visual effect is "slow." This is *intentional emotional pacing* — the audience is in grief and cannot scan; the design slows them down so they can read. 7. **Soft-blue + warm-beige + cream palette** — Never high-contrast. Never inverted (dark background under body copy). The footer is deep slate `#39444C` — that's the only darkness. Body sections alternate white `#FFFFFF`, pale icy `#EBF1F4`, and warm beige `#E0D5CC` panels. 8. **Dual seasonal campaigns (Luminary + Starry Sky)** — Two annual ritual moments, each with their own visual vocabulary: - **HOPEtober (October)** — Pregnancy & Infant Loss Awareness Month. **Luminary** motif: candles, 150-Luminary goal, "Lighting the Way, Together." Signature image: `photo-candlelight.jpg`. Activates parent-facing "Become a Luminary" sign-ups and culminates in the global *Wave of Light* gathering on Oct 15. - **Starry Sky (December)** — Winter-solstice / holiday-season campaign. **Star** motif: night-sky imagery, virtual condolence cards, a digital memorial where families add their child's name to the "Starry Sky." Voice anchor: *"Even on the darkest night, the stars still twinkle and shine so bright."* Pairs with the holiday gift guide. These campaigns share the *light through grief* metaphor but never collide — Luminary lives in October, Starry Sky lives in December. The rest of the year is metaphor-quiet. 9. **The Lighthouse (year-round giving)** — A third light metaphor running parallel to the two campaigns. **Lighthouse** = sustained monthly giving program ("Shine a Light with us / Join now"). Permanent (vs. seasonal Luminary/Starry Sky). The Beacons of Love Tribute Wall also lives at "the lighthouse," reinforcing the lighthouse as the brand's permanent home of remembrance. 10. **Beacons of Love Tribute Wall (a signature memorial component)** — A year-round digital memorial: a **vertical text-based namelist** (NOT an interactive grid of photo cards; NOT a Google-map-style mosaic). 30+ baby names listed in simple typographic columns separated by hairlines. Visitors add a name via a form ("honor a baby in our lighthouse"). The pattern is deliberately quiet and unornamented — every name gets equal weight, no images, no dates, no causes. The page reads like a war memorial wall in text form. Voice anchors live above and below the list (see voice anchors). When designing memorial features for similar nonprofits, **resist the urge to gridify** — the namelist's flatness is the point. 11. **Memory-Making 9-Category Taxonomy** — A curated resource taxonomy that other organizations could use as a template. Categories: **Mother Supplies · Stuffed Animals · Memory Boxes · Books · Jewelry · Photography · Hand/Foot Mold-Prints · Blankets/Clothes/Diapers · Cards** (plus a *Misc Supplies* overflow). Framed with: *"every person's grief is unique, and what feels meaningful or helpful will vary."* The brand never prescribes — they organize and let parents choose. Treat this taxonomy as the brand's *Dewey Decimal* for grief artifacts. 12. **Inclusivity disclosure** — On gendered-language pages (BIPOC, LGBTQ+), the brand inserts an explicit small-italic note: *"We note that this page uses the words 'woman,' 'women,' or 'mother.' This is not intended to be exclusionary."* This is a brand pattern, not a footnote — make it visible, set in italic body, and never hide it in fine print. 13. **Italic-titled retreats & programs** — Major program names are typeset in italic when referenced inline: *Honoring Your Loss*, *Finding Yourself After Loss*, *The Lighthouse*, *Starry Sky*, *Beacons of Love*, *Three Minus One*, *Return to Zero*. This italic-as-proper-noun pattern reads literary (like book titles in a NYT review) and distinguishes the brand's programs from generic descriptive phrases. **Always italicize when naming a program inline.** 14. **Three-pillar feature cards (homepage signature)** — Distinct from the three-stage Parents-page arc. The HOMEPAGE three-up uses photo + italic Baskerville headline + single CTA, with three doors into the brand: **Connect** (support groups) · **Heal** (healing retreats) · **Care** (provider directory). Photos are 5:6 portrait, 20px chamfer. The headlines are *fully italic* (unlike the rest of the site) — one of the few places the brand allows full-italic display. Headlines verbatim: - *"Connect with others who understand your loss."* → Support Groups - *"Find space to grieve and begin to heal."* → Healing Retreats - *"Find compassionate, loss-informed care."* → Find a Provider 15. **Audience-pivot blocks (homepage signature)** — A pair of full-width two-column blocks (photo + copy) explicitly addressing the visitor who is *not* the bereaved parent. Two voices: (a) *"Supporting someone through pregnancy or infant loss?"* → /family, (b) *"Are you a care provider?"* → /providers. Stacked on the homepage. The brand uses these to acknowledge that the bereaved isn't the only audience — without making the support flow feel any less directed at them. Reverse-layout the second block. **Never collapse these into the primary support flow.** 16. **Founder message block (Amie's Message)** — A centered long-form first-person paragraph block on warm beige. Carries the brand's strongest promise: *"You will never forget your baby, but you will find meaning and experience joy again."* Eyebrow → italic H2 → 2–3 paragraphs → italic signature → single outline CTA. The voice is one-parent-to-another, never institutional. 17. **Featured Stories grid (4-up)** — Homepage teaser for Stories of Hope. Four cards in a row (collapses 4 → 2 → 1). Photo + bold serif title + italic byline. Image direction: alternate between quiet interiors and botanical illustrations — the mix prevents a single-photographer feeling. The whole card is clickable, going to `/stories-of-hope/`. 18. **Newsletter strip** — *"Get support right in your inbox."* Italic Baskerville H2 + pill-shaped email input + brand-blue submit button on warm beige background. Lives near the page footer. 19. **Closing triad with donate CTA** — A variant of the closing triad: instead of standalone on pale icy bg, it merges with the donate CTA on slate. The triad becomes the H2 itself; a single *"Support our work"* button sits below. The brand's homepage uses this merged variant. Both variants (standalone + with-cta) are valid. --- ## 🗣 Voice anchors (verbatim from live, copy-paste-ready) Pull copy directly from this list whenever a slot allows — these are the strongest, most field-tested phrases on the brand. ### Hero / anchor lines - **"Break the silence. Nurture healing. Inspire hope."** — closing tagline, every page - **"You don't have to carry this grief alone."** — H1 for Parents / Find Support hub - **"Whatever you're feeling right now is valid. We're here to sit with you."** — primary validation - **"RTZ Hope is a national nonprofit supporting families through loss on their journey to parenthood."** — homepage descriptor / SEO line - **"You are not alone. Your pain matters. And healing is possible."** — Lighthouse / hope triad ### Section openers - **"It takes a village."** — Get Involved H1 - **"Better care for bereaved families starts with you."** — For Providers H1 - **"The Story of *Hope*"** — About / Our Story H1 - **"Stories of Hope · Stories, insights, and hope shared by our community"** — Stories landing - **"Honest conversations about pregnancy and infant loss from those who've been there."** — Conversations of Hope - **"Help Us Spread"** — HOPEtober H1 (incomplete on purpose — invites the reader to finish "HOPE") ### Mission / vision (verbatim) - **Mission**: *"Return to Zero: Hope is dedicated to offering hope and healing to those impacted by pregnancy and infant loss (including infertility, secondary infertility, miscarriage, ending a wanted pregnancy, stillbirth, infant or toddler death, loss through surrogacy, or failed adoption) through genuine connection, holistic support, inclusive resources, and grief-informed education."* - **Vision**: *"Individuals and families navigating the unimaginable pain of pregnancy and infant loss have access to compassionate, grief-informed resources and support to move towards healing and hope."* ### Values (verbatim list) 1. Compassionate Care 2. Holistic Healing 3. Sustained Support 4. Empowerment Through Education and Resources 5. Community and Connection 6. Integrity and Advocacy ### Three-stage support framing (a brand pattern) The brand offers a three-stage care arc that recurs on Parents, Find Support, and the homepage: 1. **For the newly bereaved** → *"Find guidance for the early days of loss."* 2. **For navigating loss** → *"Find support as you move through your grief."* 3. **After a diagnosis** → *"Find resources after a life-limiting or fatal diagnosis."* ### Audience expansion framing (Welcome page H1 alternates) The brand has two distinct hero-line variants — pick the right one for context: - **Calmest / most inclusive**: *"You are not alone in your grief."* (Welcome / cold-traffic landing) - **Most active / closest contact**: *"You don't have to carry this grief alone."* (Parents hub / warm-traffic landing) The first speaks to the universal fact; the second speaks to the agency the visitor has. Both are valid — never blend them ("You are not alone and don't have to carry this grief alone." → mush). ### CTA library (use these — don't invent new ones) - **"Find support"** · **"Learn More"** · **"Find a virtual support group"** · **"Search Our Provider Directory"** · **"Support Our Work"** · **"Donate Now"** · **"Join now"** (Lighthouse) · **"Start Fundraising"** · **"shine a light with us"** · **"tell us more"** · **"submit your story"** · **"Register Now"** (retreat) ### Voice tone Compassionate, second-person, present-tense, validating. Uses *bereaved* (preferred over *grieving*), *parents* (inclusive of all caregivers), *your baby* (singular, dignified — never "babies" in the plural when speaking to one parent). Avoids battle/fight rhetoric. Avoids euphemism (says "stillbirth," "infant death," "miscarriage" directly). Avoids religious specificity but is open to "spiritual" and "honor." Avoids urgency. Uses italics for the warmer half of a sentence. --- ## ✋ Forbidden moves - **No baby-pink / baby-blue gendered grief palette.** The brand's color choice (sky-blue + warm beige) is itself a refusal of these tropes. - **No babies, pregnancy bumps, or empty nurseries in photography.** Re-traumatizing and too literal. - **No corporate stock photography of smiling families.** The audience is in grief; aspirational happy-family imagery reads as exclusionary. - **No fight / battle / war metaphors.** ("Fight for awareness" → off-brand. "Break the silence" → on-brand.) - **No urgency / countdown CTAs.** ("Only 3 spots left!" → off-brand. "Space is limited to 19 participants." → on-brand — it's a constraint, not a high-pressure tactic.) - **No religious specificity in core copy.** Spirituality and ritual are welcome; specific scripture or denomination references aren't. - **No CTA clusters at the section bottom.** One CTA per section. Stacking ("Donate Now / Volunteer / Read More / Join the Group") reads as fundraising-desperate. - **No bullet stacks of icon + feature.** The brand uses paragraph text and editorial pacing. Tech-startup "Features" stacks erode the literary register. - **No purple-to-blue SaaS gradients.** No glass-morphism. No neon. No drop shadows on cards (use the photo's own contrast against `--brand-soft` instead). - **No `display: none` on the inclusivity disclosure.** When the brand uses "woman" or "mother" in research-driven sections, the *"This is not intended to be exclusionary"* note must remain visible. - **No baby-feet icons, no angel-wing icons, no halo icons.** No "in loving memory" cursive script font. - **No Inter / Roboto / Geist swap for headlines.** Libre Baskerville is the brand. Fallback chain: `Libre Baskerville → Cormorant Garamond → Georgia → serif`. --- ## 📐 Spacing & rhythm - **Section vertical padding**: `clamp(4rem, 8vw, 7rem)` — meditative, magazine-paced. Larger than a typical SaaS site. - **Container max-width**: `1500px` (matches live `--sqs-site-max-width`), with `clamp(1.5rem, 4vw, 3.5rem)` gutters on mobile. - **Heading → body gap**: `28px` (more air than a typical 16-20px stack) - **Paragraph max-width**: ~70 characters (`max-width: 36em`) — readable, prevents wide-line eye fatigue - **Body line-height**: 1.6–1.75 (more than a UI default 1.4–1.5 — supports slow reading) - **Photo radius**: `20px` standard, `25px` for carousel slides - **Button padding**: `14px 28px` for primary, `12px 24px` for secondary; both with `border-radius: 999px` (pill) — the only place the brand goes fully round --- ## 🔗 Facts of the business (for content fills) | Field | Value | |---|---| | Legal name | Return to Zero: H.O.P.E. | | Common name | RTZ Hope | | Type | 501(c)(3) nonprofit | | EIN | 82-5131976 | | Founder | Kiley Krekorian Hanish, OTD, OTR/L, PMH-C (Executive Director) | | Co-founder | Sean Hanish (filmmaker, Emmy-nominated *Return to Zero* 2014) | | Founding moment | Stillbirth of son Norbert, July 12, 2005 | | Film year | 2014 (*Return to Zero*, streaming on iTunes, Amazon Prime Video, Roku, YouTube) | | Anthology book | *Three Minus One: Parents' Stories of Love and Loss* | | Email | connect@rtzhope.org | | Venmo (donations) | @rtzhope | | Service scope | National (US) and international (some virtual programs) | | Retreat location | Whispertree Retreat Center, Boonville, California | | Retreat capacity | 19 participants max | | Retreat duration | 4 nights / 5 days · 12 farm-to-table meals included | | Retreat pricing | Toll House $2,550 · Barn $2,050 · Luxury Platform Tent $1,750 · scholarships available | | Annual retreat | November (2026: Nov 4-8) — *Honoring Your Loss*. Sister retreat: *Finding Yourself After Loss* (≥1 yr out, new dates TBA) | | Retreat policy | Women-only currently · no age cap (loss timing ranges from 3 weeks to 35 years ago) · pregnant individuals welcome · children/infants not permitted · all-faiths spiritual approach | | Awareness month | October (HOPEtober campaign) · December (Starry Sky winter-solstice campaign) | | Annual global ritual | Wave of Light — October 15, 7 PM local time (global candle lighting) | | Webinar program | National Perinatal Loss Collaborative (RTZ × Jane's Room) · monthly first Friday 10 AM PST · 1 hr · CE credit for nursing + social work · 8 sessions in 2026 series | | Total served (virtual) | 1,500+ families since 2020 | | Total served (in-person retreats) | 400+ women since 2014 | | Statistic anchor | "Pregnancy and infant loss impacts at least 1 in 4 families." | | Director of Community Support | Betsy Winter (somatic trauma coach) | | Trust mark | GuideStar Candid Seal Gold 2025 | | Provider education platform | rtzhope.thinkific.com (CE-accredited) | | Partner organizations | Jane's Room (monthly webinars), Wildhorse Foundation (grants), PALS (legacy partner) | | Social | Instagram · Facebook · YouTube · LinkedIn | ### Site information architecture (the full crawled tree) ``` Who We Are → /about · /mission · /events-updates (+ ~12 dated announcements) · /team · /donors · /reports · /where-we-stand · /financial Find Support → /find-support · /parents · /support · /directory · /support-groups · /support-group-facilitators · /support-group-faqs · /groups-us · /groups-international · /counseling-us · /counseling-international · /holistic-health · /retreat · /honoring-your-loss · /retreat-faq · /retreat-vision · /retreat-testimonials · /retreat-alumni · /honoring-accommodations-pricing · /honoring-facilitators · /honoring-travel · /honoringlocation · /attending-honoring · /retreat-registration · /scholarships · /finding-yourself-after-loss (alt retreat) Resources → /resources · /whatwelove (books/podcasts) · /gift-guides · /gift-guides/postpartum-grief-care-basket · /gift-guides/pregnancy-infant-loss-ornaments · /holiday-gift-guide · /mothers-day-thrive-guide · /bipoc · /lgbtq · /family · /friends-family-resources · /keepsakes · /memory-makingresources (+ 9 sub-categories) · /certificates (+ 7 product variants @ $5.99) · /film · /testimonials Voices of Hope → /voices-of-hope · /stories-of-hope (~30 individual stories, tagged) · /conversations-of-hope · /providers · /instagram-lives-with-kiley-hanish Get Involved → /get-involved · /21-ways-get-involved · /thelighthouse · /rtz-wishlists · /wishlist-program (+ parent-request, provider-request) · /partner · /crowdfunding · /sustainability-campaign · /stocks-and-securities Donate → /donate · /donation-form · /retreat-sponsorship · /retreat-sponsorship-donation-form · /sustainability-campaign-donation-form Provider Education → /education · /ceu · /webinar-intro · /webinar-series-2026 (+ 8 monthly webinars, first Friday) · /2024-provider-spotlight (12 provider profiles) · /2023-provider-spotlight · /provider-spotlight · /provider-self-care-guide · /provider-memory-making-resources · /purchase-materials (+ printed/digital/bilingual/Spanish/bundles) Memorial / Remembrance → /beacons-of-love-tribute-wall · /starry-sky · /starry-sky-form · /starry-sky-virtual-cards · /virtual-cards · /virtualcards · /wave-of-light-gathering Multi-language → /international (8-country partner directory) · /embarazo-compasivo (Spanish: "Compassionate Pregnancy" guide) · /los-hermanos (Spanish: "The Siblings") · /que-hacer-no-hacer (Spanish: "What to Do / Not Do") · /purchase-materials/spanish-materials · /purchase-materials/bilingual-sets · /blog (Portuguese, French, German, Russian, Spanish, Turkish "At the Hospital" translations) Seasonal Campaigns → /hopetober (October) · /hopetober-luminary-toolkit · /starry-sky (December — winter solstice) Special Programs → /nplc (No Pregnancy/Living Children specialized track) · /evyn-rayne-scholarship-form · /tag-scholarship-form · /retreat-cta · /welcome (alt-landing for new visitors) Blog → /blog (+ multilingual translations of "At the Hospital" guide, plus categories: BIPOC, alumni, friends-family, hospital, parents, providers, and Spanish equivalents) ``` The site supports ~10 Spanish-content pages (NOT a full localization — targeted high-value translations) and a multilingual *"At the Hospital"* guide in 7 languages. Treat Spanish as a first-class but selective second language; other languages are blog-only. --- ## 🎨 Palette variations (proposed) Same skeleton (sky-blue accent + warm beige + cream), different temperature for different page-types. All four pass WCAG AA on body text. 1. **Daylight** (default) — `#5D97BB` sky-blue + `#E0D5CC` warm beige + `#FFFFFF` cream. The live site. Use for: homepage, support, resources, get-involved. 2. **Hearth** — `#9C7B5E` warm bronze + `#E0D5CC` warm beige + `#F8F1E8` warm cream. Use for: retreat detail pages, keepsakes, hospitality-feeling content. Same chamfer, warmer overall. 3. **Stillness** — `#7A8B7E` muted sage + `#E0D5CC` warm beige + `#FFFFFF` cream. Use for: nature/meditation/ritual content, after-a-diagnosis pages. Reads quieter than Daylight. 4. **Twilight** — `#39444C` deep slate + `#5D97BB` sky-blue accent + `#EBF1F4` pale icy. Use for: HOPEtober campaign at-rest sections, memorial pages, "In Memoriam" lists. Dark mode for grief, not for tech. All four hold the brand's italic-inside-roman headline pattern, the 20px photo chamfer, and the closing triad tagline. --- ## 🧭 Tonal cousins map If you're not sure whether a design choice belongs here, ask: *would this appear in an On Being podcast art-card or a Kripalu retreat brochure?* If yes → ship. If it would belong in a hospital ad or a gala fundraising email → kill. - **Yes (tonal cousins)**: On Being (Krista Tippett) · Kripalu · Esalen · Modern Loss (Rebecca Soffer) · Refuge in Grief (Megan Devine) · The Dinner Party · The Marginalian (Maria Popova) · Heath Ceramics editorial · Aman Resorts wellness pages - **Adjacent but ≠ us**: March of Dimes (too campaign-y), Postpartum Support International (too clinical), Tommy's (UK, more medical) - **Definitely not us**: Gerber / Pampers / babyland marketing · pink-ribbon-style awareness campaigns · hospital "Patient Stories" pages · GoFundMe-aesthetic gradient fundraising sites · "Stronger Together" corporate purple banner energy --- ## 🧰 Implementation snippets ### CSS variables ```css :root { /* Live tokens — direct from production CSS */ --brand: #5D97BB; /* the RTZ blue */ --brand-deep: #3D7598; /* button hover, pressed */ --brand-soft: #EBF1F4; /* section overlay, hairlines */ --warm: #E0D5CC; /* warm beige panels */ --ink: #2B2B2B; /* body text */ --ink-deep: #39444C; /* footer, dark panels */ --bg: #FFFFFF; /* Typography */ --font-display: 'Libre Baskerville', 'Cormorant Garamond', Georgia, serif; --font-body: 'DM Sans', system-ui, -apple-system, BlinkMacSystemFont, sans-serif; /* Rhythm */ --section-y: clamp(4rem, 8vw, 7rem); --gutter: clamp(1.5rem, 4vw, 3.5rem); --max-w: 1500px; --radius-photo: 20px; --radius-pill: 999px; } ``` ### Italic-inside-roman headline ```html

Join us for Honoring Your Loss

``` ```css .display { font-family: var(--font-display); font-weight: 700; font-size: clamp(2rem, 4vw, 3.25rem); line-height: 1.15; color: var(--ink); } .display em { font-style: italic; font-weight: 400; /* italic Baskerville reads heavier — drop the weight */ color: var(--brand); /* optional: tint the italic phrase in brand blue */ } ``` ### The closing triad ```html ``` ```css .closing-triad { text-align: center; padding: var(--section-y) var(--gutter); background: var(--brand-soft); } .closing-triad p { font-family: var(--font-display); font-style: italic; font-size: clamp(1.5rem, 3vw, 2.25rem); color: var(--ink-deep); letter-spacing: -0.005em; } ``` --- ## 🧪 Provenance / gaps - **Logo**: real, raster only (JPG, 1500×?). No SVG published on the live site. 53KB. Captured from Squarespace CDN with referer header. - **Type**: Libre Baskerville + DM Sans — both Google Fonts, free and confirmed live. Typekit ID is also loaded (likely for wordmark variant only). - **Photography**: 10 real assets confirmed in `assets/rtz-hope-brand/`. All from the live Squarespace CDN. **All are Unsplash/Pexels-licensed** — RTZ Hope does not commission original photography. This is itself a brand decision (operating budget priority on programs, not photo shoots) and should be preserved in derivative work. - **Brand colors**: 100% extracted from production CSS `:root` HSL definitions. `#5D97BB` is unambiguously the brand blue (the `--accent` token). All five core tokens were converted from HSL → hex by Python `colorsys`. - **Note on Squarespace**: the brand runs on Squarespace 7.1 (template version), customizations limited to ~1KB of CSS overrides (mostly border-radius). The clean editorial pacing is the *template* doing the work — meaning the design is highly portable to a hand-built site, the look isn't tied to Squarespace-specific blocks. - **Note on font weight**: Libre Baskerville italic at 400 reads heavier than the upright 400 because of the typeface's italic glyph cuts. When using italic inside a roman headline, drop the italic to look balanced — counterintuitive but visually correct.