# LoupeKind — product-led identity

Version 1.0 · 5 November 2026 · Approved product-led direction

## Position
A local photographic studio for culling, straightening, cropping, optional object removal and a considered handoff. Lead with capability and the practical benefit. Kindness is reflected in clear reasons, reversible choices, untouched originals and user control.

## Core language
Sales headline: Less sorting. More shooting.
Brand promise: Your eye. A little help.
CTA: Find your keepers / Get the current app.
Product name: LoupeKind, capital L and K. No ornamental full stop.

## Visual identity
Studio black #171B1F, panel #23292E, paper #F3F2EC, warm peach #FFAD85, selection lime #DBEF9A, composition violet #C2B0EB, muted text #ADB5BC. Dark product views dominate. Peach carries primary actions; lime identifies culling; violet distinguishes composition. Use dark text on accents, light text on dark surfaces. Labels accompany colour-coded verdicts.

## Mark and wordmark
An open photographic frame and selection stroke within a compact peach square. Use the supplied primary, neutral and single-ink variants. Keep one quarter-mark width clear around the icon; normal minimum 24 px except the favicon. Never distort, close the corner or add effects. The wordmark is DM Sans semibold, with tight spacing and title casing. This approved identity defines the target for conversion; the existing application icon changes during that implementation.

## Typography
DM Sans regular, medium and semibold, served locally with its SIL Open Font Licence. Oversized, tightly tracked uppercase headlines give the site energy; body copy stays sentence case with comfortable leading. Headline size responds to viewport width. Never hide horizontal overflow to disguise oversized type. Small UI labels are supplemental; essential explanations remain readable body text.

## Photography and demonstrations
Product at scale, not floating print collages. Use contact sheets to explain culling, crop grids for composition, and file routes for handoff. Photography should look like work a photographer recognises: people, details and environments. Keep natural colour and preserve meaningful subjects when cropping. Label conceptual demos; never fabricate analysis scores, customers, performance benchmarks or before/after outcomes. The website preview uses stateful manual selections and a CSS rotation/crop overlay to illustrate controls; it does not perform automated analysis or edit/export image files.

## Feature accuracy
The source is the current Krites README and feature/limitations documentation. Photo verdicts, crops and straighten angles can travel in XMP; object removals and looks do not. Removal is available through optional local models with setup and licence acceptance requirements; link its commercial-use licence note. Current RAW handling uses embedded JPEG previews, not sensor-data development. Do not claim learned preferences, a completed look catalogue, a full photo library or invented time savings. Optional external AI review can send images to a user-selected provider.

## Experience and sales hierarchy
Prominent download actions in the header, hero and closing. A large interactive product demonstration follows the hero. Feature panels explain the four jobs: cull, compose, clean up, hand off. Trust and questions support the decision after the capabilities are clear. Honour reduced motion, keyboard focus, semantic controls and touch target sizes. No perpetual animation, automatic carousels or parallax is needed for impact.

## Architecture and status
LoupeKind is independent within Farthingfold. This direction intentionally uses a separate visual vocabulary from the umbrella brand. Underlying app binaries and docs still use Krites, and the download difference is explained near the CTA. No backend, renamed release, public deployment, pricing or contact mailbox is invented. The first editorial concept is archived at loupekind/design-history/01-editorial-direction.zip, outside the served site.


## Studio framework
Use brand/tokens.json as the machine-readable baseline. Semantic verdicts, component mapping, responsive behaviour, accessibility, required application screens and migration boundaries are defined in docs/studio-ui-handoff.md. Preserve the cleaner workspace, while carrying forward all actual application workflows. Marketing display type and promotional colours do not override the need for calm, legible production tools.

## Stewardship
This is the version 1.0 approved visual baseline. Keep the site, downloadable kit and application handoff consistent. Proposed changes to typography, core colour roles, the mark or behavioural expectations require an intentional design decision. Product claims must remain consistent with docs/product-facts.md. The approved identity does not itself rename releases, sidecars, configuration paths or update channels.