The Brief

The Three Questions

Before a single line of research or code, three questions were answered. These answers became the constraints every subsequent decision was tested against.

Q1 — If this site had a personality, who would it be?

Batman for Logistics. True Premium.

• —Dark, precise, no waste — Batman doesn't explain himself, he executes.
• —Premium without being unapproachable — commands respect, not admiration.
• —Implies: dark palette, tight typography, zero decorative elements, confident copy.
• —NOT: tech-bro confident, startup casual, enterprise corporate.

Q2 — What should someone FEEL 3 seconds after landing?

Confidence.

• —Not excitement. Not curiosity. Confidence.
• —The visitor should immediately know: these people don't drop loads.
• —Implies: bold, direct hero headline. No hedging. No 'we strive to...'
• —The visual weight — dark base, red accent, Outfit 900 — should project certainty before a word is read.

Q3 — What is the ONE action they should take?

Request a quote. But not phrased as 'Get a Quote' — that's what everyone says.

• —CTA decided: 'Send first Raven.' — unique to Raven, impossible to confuse with a competitor.
• —One CTA in the hero. Not two. Not three. One.
• —All roads lead to /quote — every section ends pointing there.

What this site IS

• —A sales argument for enterprise shippers with time-sensitive freight.
• —A proof of legitimacy — real team, real logos, real copy.
• —A conversion machine — every section pushes toward /quote.
• —A premium brand statement — the only dark freight site with a red accent.

What this site is NOT

• —A features list. Raven doesn't compete on features.
• —A carrier-facing site. Carriers get their own page (/carriers, pending).
• —A generic freight broker template — see anti-vibecode.md for the full rejection list.
• —A WordPress site. Built in Next.js. Signals tech credibility.

Brand Assets Available

• —raven-eye-logo.avif — icon mark (182×144), used in nav and favicon
• —raven-wordmark.avif — horizontal wordmark (1591×899), used in footer
• —Team headshots — James, Mike, Hubert, Kevin (ripped from existing WordPress media library)
• —Office photography — high-res ops shots, conference room, Raven-branded polo shirts visible
• —Client logos — Apple, GM, DHL, Bosch, LG, Siemens, Volvo, US Postal

Stack Decisions

• —Framework: Next.js 16 (App Router, static export) — not WordPress/Elementor
• —Styling: Tailwind CSS v4 (CSS-first @theme config)
• —Hosting: Vercel (hermetic-ormus-projects scope)
• —Font: Outfit (Google Fonts variable weight, one file, all weights 100–900)
• —Domain: raven-cargo.com (pending DNS transfer — client action required)