Jen Eberly Massage Therapy · Brand and website system
Rested and restored
Jen Eberly is a licensed massage therapist who brings therapeutic massage, and everything needed for it, to clients in their own homes and hotels. Every session is built around what that body needs that day.
This page is the working system for the website: position, voice, the mark, color, type, imagery and components. Colors, fonts and the section stylesheet live in Ollie global styles (Appearance › Editor › Styles). Change them there and this page changes with the site.
Position
A licensed therapist who comes to you
Personal and professional at once: one therapist, her hands and her table, in the client’s own space. The site makes the session easy to picture and easy to book.
Primary descriptors
Licensed massage therapist (LMT · MASG-841)
Mobile massage in your home or hotel
Therapeutic massage centered on your current needs
Over 15 years of experience
Do not lead with
Spa-day luxury or “pampering”
Medical promises or cures
Anything that blurs the professional line
Generic stock wellness imagery
Voice
Jen, in her own words
First person, warm and plain. She explains what happens and how it should feel, and lets the work speak.
Personal
First person
“I will bring everything needed.” Jen speaks for herself; the site never calls her “we.”
Attentive
About you
Every session is centered around your current needs. Lead with the client’s body, not the menu.
Calm
Short and quiet
Short sentences, no exclamation points, no urgency. The page should feel like the session.
Professional
Clear boundaries
Licensed, and plain about it. The LMT notice appears on every page.
Specific
Real techniques
Name the work: myofascial release, trigger point therapy, lymphatic drainage, gentle energy work.
Grounded
Place and body
Home, hotel, Teton Valley. Tension, pain, rest. Concrete words over abstract ones.
Use freely
intake · assessment · tension · pain patterns · myofascial release · trigger point · lymphatic drainage · energy work · rested · restored · harmony · home · hotel
Use carefully
healing · therapeutic · relief · recovery (only with the session behind it, never as a medical claim)
Avoid
pamper · indulge · luxury · spa day · sensual · miracle · cure · detox · treat yourself
Messaging
One line, one invitation
Headline
Professional massage in the comfort of your home
The line
Rested and restored
Introduction
Enjoy all the benefits and convenience of a therapeutic massage in the comfort of your own home or hotel. I offer an array of healing modalities combined with over 15 years of experience.
One-sentence bio
Jen Eberly is a licensed massage therapist with over 15 years of experience who brings therapeutic massage to clients’ homes and hotels.
Calls to action
Request a session · Call or text 503.819.3771 · More about Jen
Filter
Does this help someone picture the session and book it? If it only sounds relaxing, cut it.
The mark
Two swallows, drawn by her dad
The only direction Jen ever gave for her brand was that she liked the small swallow her dad drew. It is the mark: two swallows skimming a mountain ridge, kept in his hand-drawn line.
Horizontal lockup. Header, email signature, documents.
Stacked lockup. Print, social avatar, signage.
Cream on Ink. Footer and dark sections.
The swallows alone. Dividers, favicon, stamps.
Color
Swallow Gold #99834B
One color. Gold on light surfaces, Cream (#F3EBE2) on Ink or photography. Never two colors in the mark.
Type
Josefin Sans
JEN EBERLY in Josefin Sans Regular, tracked +420; MASSAGE THERAPY in SemiBold, tracked +380. Never retype it in another face.
Clear space
One swallow
Keep one swallow’s width clear on all sides. Lockups no smaller than 160 px wide; the mark alone no smaller than 32 px.
Do not redraw, smooth or trace the swallows, add a sun or a circle, stretch, outline or drop-shadow the lockup, or set the name beside the mark in another typeface. Editable files: the “Jen Eberly Logo” folder (SVG, live text and outlined).
Color
Gold acts, Ink carries, Cream breathes
Twelve named colors in Appearance › Editor › Styles › Colors. The first eleven fill Ollie’s standard slots, so every Ollie pattern picks up the brand automatically.
Deep Gold
#7A6A3C · primary--wp--preset--color--primary
Action: buttons, links, kickers. 5.1:1 on Warm White.
Swallow Gold
#99834B · primary-alt--wp--preset--color--primary-alt
The mark, dividers, rules. Fills only, never small text (3.5:1).
Ink
#2F2A25 · main--wp--preset--color--main
Headings, body, dark sections, footer. 13.7:1 on Warm White.
Warm White
#FFFAF6 · base--wp--preset--color--base
Page background, cards.
Cream
#F6ECE3 · tertiary--wp--preset--color--tertiary
Alternate section surface.
Linen
#EFE7D8 · primary-accent--wp--preset--color--primary-accent
Second surface, used sparingly.
Blush
#F1E3DB · primary-alt-accent--wp--preset--color--primary-alt-accent
Soft highlights.
Cream on Ink
#F3EBE2 · main-accent--wp--preset--color--main-accent
Text on Ink.
Body Text
#5E554C · secondary--wp--preset--color--secondary
Leads, small print. 7.0:1 on Warm White.
Line
#E6D9CC · border-light--wp--preset--color--border-light
Rules, card borders, form fields.
Line Dark
#8A7D70 · border-dark--wp--preset--color--border-dark
Heavier rules, disabled text.
Tan
#BF9375 · tan--wp--preset--color--tan
From the 2023 site. Reserved.
One accent per section. Deep Gold means act here. Swallow Gold belongs to the mark and the dividers. Ink carries the closing call to action and the footer. Measured contrast: Ink on Warm White 13.7:1 · Body Text on Warm White 7.0:1 · Deep Gold on Warm White 5.1:1 · Warm White on Deep Gold 5.1:1 · Cream on Ink 12.0:1.
Type
A soft serif, a clean sans, the logo’s capitals
Fraunces carries headings, DM Sans carries reading, Josefin Sans carries labels, navigation and buttons, so the site always echoes the lockup. All three are self-hosted. Classes go in the block’s Additional CSS class field.
Display · .jen-display · H1 · clamp(44px, 6vw, 76px)
Professional massage in the comfort of your home
Section heading · .jen-h2 · H2 · clamp(34px, 4vw, 52px)
Every massage is unique
Card heading · H3 · clamp(22px, 2vw, 26px)
Intake and assessment
Lead · .jen-lead · clamp(18px, 1.8vw, 22px)
Enjoy all the benefits and convenience of a therapeutic massage in your own home or hotel.
Copy · .jen-copy · 18px · line-height 1.75
Every massage is centered around your current needs, whether you are healing from surgery or injury, or in need of a deeply relaxing massage.
Kicker · .jen-kicker · Josefin Sans 600 · 12.5px · tracking .22em
Mobile massage therapy · Teton Valley
Signature · .jen-sign · Fraunces italic
Jen Eberly, LMT
Number · .jen-num · Josefin Sans 600 · uppercase
01 · Intake and assessment
Imagery
Her hands, her space, this place
Photography shows Jen and the work: hands on a back, oil in a palm, a calm room, the Tetons. Warm natural light, honest skin, nothing staged to look like a spa ad.
Jen first
Lead with the person who will be in the room. Portraits use the arch crop (.jen-arch, 4:5).
Hands at work
Close, warm, tactile. Section photos crop 4:5 (.jen-photo).
Place
The Tetons in black and white, behind the closing call to action at 55% Ink.
Not this: hot stones and orchids, towel swans, candles for their own sake, faceless glamour shots, anything suggestive, heavy filters.
Components
The parts every page is built from
Copy a section from this page instead of styling a new one.
Buttons · core Button block
Solid Deep Gold is the default call to action; Outline is the secondary. On Ink, the solid button turns Warm White.
Swallow divider · Separator block › Styles › Swallow divider
Between major sections. Swallow Gold on light surfaces, Cream on Ink, automatically.
Swallow mark · Separator block › Styles › Swallow mark
Above a centered heading, as in the closing call to action.
Steps · Column with class jen-step: number, H3, paragraph
01
Intake and assessment
Sessions begin with a thorough intake and assessment.
02
Your massage
An hour, 90 minutes or 2 hours.
03
Rested and restored
Leaving the body feeling rested and restored.
Note · paragraph with class jen-note
I bring everything needed. Please allow 5′ × 10′ of unobstructed workspace.
Section surfaces · outer Group, align Full, class jen-section plus a modifier
jen-section (Warm White) · jen-section–cream · jen-section–linen · jen-section–ink · jen-section–hero (shorter top padding)
Spacing
Room to breathe
Width
1260 wide · 740 text
Ollie wide size 1260px for sections and grids; content size 740px for reading. Sections use the wide width so every left edge lines up.
Sections
72 to 128 px
.jen-section pads clamp(72px, 9vw, 128px) top and bottom; heroes use .jen-section–hero.
Grids
24 to 96 px gaps
Two-up photo and text 32–96px, three-up steps 24–40px, price cards 16–28px. Set as Block Spacing on Columns.
Guardrails
What keeps this from becoming another spa site
Do
Lead with Jen and the session, not the menu.
Use her words; fix typos, keep her voice.
Show prices plainly.
Keep the LMT notice in the footer.
End every page at Request a session.
Keep one accent per section.
Do not
Invent testimonials, credentials or claims.
Use “pamper,” “luxury” or spa clichés.
Recolor or redraw the swallows.
Round corners beyond the portrait arch.
Ship a page with two H1s or missing alt text.
Add a second accent color to a section.
Files: Ollie global styles (12 colors, Fraunces · DM Sans · Josefin Sans, fluid type, the jen- stylesheet) · Swallow block styles in Code Snippets (“JEM: Block styles”) · logo media 8, 9, 11, 27 and the “Jen Eberly Logo” folder (SVG, live text and outlined) · fonts in /wp-content/uploads/jen-brand/ · original drawing in Dropbox › Jen Eberly Massage › Jen-Eberly_Logo.ai.