## Overview
Assaf initiated a project to consolidate all Spoken brand knowledge into a new marketing website that tells the intellectual story (vision → success → product) rather than leading with impact metrics. The team (Kitt bot + Thibault) is building a premium, animated hero with sophisticated typographic interactions inspired by high-end design references (clou.ch, Collins' San Francisco Symphony).

## Key Decisions & Outcomes
- **Site structure:** Three-section narrative: Vision (the why/how) → Current Success (proof: client logos, testimonials, ROI stats) → Physics (the app, learning cycle, UI)
- **Hero animation:** Floating project cards (15 scattered absolutely, scaling in from 0.5 with `back.out` easing) layered behind massive "SPOKEN" text with staggered character entrance
- **Typographic interaction:** Single phrase "IF YOU CAN'T SAY IT — YOU DON'T KNOW IT" with cursor-reactive letter scaling using variable fonts (Unbounded 200–900 weight axis), GPU-accelerated transforms for smooth performance
- **Tech stack:** GSAP 3.12.5, SplitType, Lenis smooth scroll, variable fonts, `quickSetter` for per-frame GPU optimization
- **Live staging build:** https://staging.curiousendeavor.com/spoken-new/

## Active/Open Items
- **Performance issue (ongoing):** Typographic hover effect still reports "choppy" behavior despite architectural redesigns. Latest approach uses single `mousemove` listener + `quickSetter` + pure `scaleY/scaleX` transforms. Awaiting user feedback on smoothness.
- **Hero image content:** Unresolved—what should float around "SPOKEN"? (App screenshots vs. campaign photography vs. placeholder)
- **Site scope:** Not confirmed whether this replaces spokenmethod.com or is a standalone new page

## Key Links & References
- **Master knowledge doc:** `work/active-projects/spoken/SPOKEN-BRAND-KNOWLEDGE.md`
- **Live staging:** https://staging.curiousendeavor.com/spoken-new/
- **Current site:** https://www.spokenmethod.com/
- **Design references:** https://www.clou.ch/ · https://wearecollins.com/case-studies/san-francisco-symphony/