The raw file
{
"format": "aesthetary.ia-structure",
"version": "0.2",
"made": {
"by": "Aesthetary IA Library",
"on": "2026-10-06",
"pattern": "portfolio",
"pattern_maturity": "built in code"
},
"project": {
"name": null,
"note": "Facts below are the brief. Anything unanswered is listed, never assumed."
},
"copy_guidance": {
"source": "Aesthetary Website Blueprints: the same copywriting guidance the blueprint pages show",
"how_to_use": {
"formula": "An instruction, not text to publish. Write original copy for this project that does what the formula describes, using the project’s real facts. Never publish the formula, or anything in square brackets.",
"why_it_works": "The reasoning behind the section, for whoever writes the copy. Use it to judge a draft; don’t put it on the page.",
"illustrative_example": "Written for a made-up business to show the formula applied. Never reuse its wording, names, places, numbers or quotes.",
"project_content": "The project’s own facts are the brief’s answers, any entities and project decisions, and the slots marked “to supply”. Fill slots only with real content from the business. If it isn’t available, leave the slot visibly empty and list it; never invent reviews, ratings, registrations, prices or results."
}
},
"brief": {
"answered": {
"proof": {
"question": "What proof do you actually have?",
"answer": "Finished work we can show",
"value": [
"work"
]
},
"languages": {
"question": "How many languages?",
"answer": "Two or more",
"value": "several"
}
},
"unanswered": [
{
"fact": "items",
"question": "How many items, listings or projects will the site show?"
},
{
"fact": "main_action",
"question": "What should a ready visitor do?"
},
{
"fact": "people",
"question": "Do clients care which person they get?"
}
]
},
"site_pattern": {
"id": "portfolio",
"name": "Portfolio, for a person or a firm",
"problem": "A prospective client needs to see work like theirs, understand what you did on it, and know how to start a conversation.",
"leads_with": "The work, then what you did on it, then how to get in touch."
},
"primary_action": {
"role": "enquire",
"label": "Send an enquiry",
"intent": "Ask a question and get a reply",
"outcome": "inquiry",
"implementation": "Build decides (likely submit)",
"decided": false,
"depends_on": [
"main_action"
],
"second_routes": [
{
"role": "see-work",
"label": "See the work",
"intent": "Judge past work"
}
],
"why": "See the work, then get in touch (unchanged at the core)."
},
"page_frame": [
{
"module": "language-switch",
"name": "Language switch",
"strength": "required",
"status": "include",
"why": "Several languages: a way to switch is required on every page. Where and how it shows is Design’s.",
"presentation": "Design decides; Build implements.",
"copy": {
"formula": "[Each language, named in itself]",
"why_it_works": "Lets people switch to their language, named in that language.",
"illustrative_example": "“English · Shqip”"
}
}
],
"pages": [
{
"page": "index",
"name": "Home: selected work",
"route": "/",
"phone_notes": [
{
"module": "collection",
"note": "One column, caption under each image, not over it."
},
{
"module": "action",
"note": "Also in the header: a long scroll of work shouldn’t bury it."
}
],
"status": "include",
"job": "Is their work like what I need?",
"modules": [
{
"module": "proposition",
"name": "What this is",
"jobs": [
"orient",
"explain"
],
"status": "include",
"role": "Positioning",
"latitude": null,
"slots": [
{
"slot": "what",
"name": "What you do, in plain words",
"need": "required",
"content": "to supply"
},
{
"slot": "who",
"name": "Who it is for",
"need": "conditional",
"content": "to supply"
},
{
"slot": "where",
"name": "Where (town or area)",
"need": "conditional",
"content": "to supply"
}
],
"why": "Who, what kind of work.",
"copy": {
"formula": "[The work you do + for whom], then [what you’re known for + how a project starts]",
"why_it_works": "A prospective client is asking “have they done work like mine?”. Naming the kind of work and the clients you do it for lets the right people stay and the wrong ones leave early.",
"illustrative_example": "“Residential towers, hotels and restaurant interiors.” Then: “Work we have delivered, and what we did on each.”"
}
},
{
"module": "collection",
"name": "The items",
"jobs": [
"explore",
"demonstrate"
],
"status": "include",
"role": "Browse",
"latitude": null,
"slots": [
{
"slot": "items",
"name": "Item: title, key fact, image, price or status",
"need": "required",
"many": true,
"content": "to supply"
},
{
"slot": "count",
"name": "How many in total",
"need": "optional",
"content": "to supply"
}
],
"why": "Selected work.",
"copy": {
"formula": "[Project + client type + year], on every tile",
"why_it_works": "Clients scan for projects like theirs. Type, client and year on each tile let them find the relevant work in seconds.",
"illustrative_example": "“Residential tower, Tirana · 2024 · completed”, “City hotel, Durrës · 2023 · interiors”."
}
},
{
"module": "filters",
"name": "Narrow it down",
"jobs": [
"explore"
],
"status": "depends",
"depends_on": [
"items"
],
"role": "Browse",
"latitude": null,
"slots": [
{
"slot": "facets",
"name": "Facets people actually decide by",
"need": "required",
"many": true,
"content": "to supply"
}
],
"why": "An archive by type or sector, for firms with many projects.",
"copy": {
"formula": "[What people decide by], as filters",
"why_it_works": "Helps people with a long list get to the handful that fit.",
"illustrative_example": "“Type · Year · Our role”"
}
},
{
"module": "service-index",
"name": "Services",
"jobs": [
"explain",
"explore"
],
"status": "optional",
"role": "Service navigation",
"latitude": null,
"slots": [
{
"slot": "items",
"name": "Services",
"need": "required",
"many": true,
"content": "to supply"
},
{
"slot": "grouping",
"name": "Grouped by need, client type or life event",
"need": "optional",
"content": "to supply"
},
{
"slot": "price-hint",
"name": "Price or “from” price per service",
"need": "conditional",
"content": "to supply"
}
],
"why": "What the person or firm does.",
"copy": {
"formula": "[Customer need + the service that meets it], one line each",
"why_it_works": "Lets people find their own job in your list fast, so they know you do it before reading anything else.",
"illustrative_example": "“Residential: towers and apartment blocks”, “Hotels and restaurants: interiors and fit-out”."
}
},
{
"module": "action",
"name": "Main action",
"jobs": [
"act"
],
"status": "include",
"role": "Primary action",
"latitude": null,
"slots": [
{
"slot": "primary",
"name": "Primary action (a role, not a label)",
"need": "required",
"content": "to supply"
},
{
"slot": "secondary",
"name": "Second route",
"need": "optional",
"content": "to supply"
},
{
"slot": "reassurance",
"name": "Terms at the action",
"need": "conditional",
"content": "to supply"
}
],
"why": "Get in touch, as a declared action.",
"copy": {
"formula": "[Start a project + the first step], with [what it costs + when you reply]",
"why_it_works": "Hiring a studio feels like a big commitment. Making the first step small and specific (a short brief, a call) turns interest into a conversation.",
"illustrative_example": "“Start a project”, with “A short brief and a call, no fee” beside it."
}
}
]
},
{
"page": "project",
"name": "One page per project",
"route": "/work/{project}",
"page_pattern": "case-study",
"one_per": "project",
"status": "include",
"job": "What it was, what we did, what changed.",
"modules": [
{
"module": "item-header",
"name": "Item summary",
"jobs": [
"orient",
"explain"
],
"status": "include",
"role": "Positioning",
"latitude": null,
"slots": [
{
"slot": "title",
"name": "Title",
"need": "required",
"content": "to supply"
},
{
"slot": "summary",
"name": "One-line summary",
"need": "required",
"content": "to supply"
},
{
"slot": "status",
"name": "Price, status or date",
"need": "conditional",
"content": "to supply"
}
],
"why": "Project, client (if named), what it was.",
"copy": {
"formula": "[The project + who it was for] + [the problem it solved + the result]",
"why_it_works": "Tells a future client in one look whether this project is like theirs.",
"illustrative_example": "“Residential tower, Tirana: — apartments on a tight corner site, completed 2024.”"
}
},
{
"module": "media",
"name": "Pictures of the real thing",
"jobs": [
"demonstrate",
"prove"
],
"status": "include",
"role": "Supporting evidence",
"latitude": null,
"slots": [
{
"slot": "images",
"name": "Image with alt text and caption",
"need": "required",
"many": true,
"content": "to supply"
},
{
"slot": "credit",
"name": "Photographer or source",
"need": "conditional",
"content": "to supply"
}
],
"why": "The real work. Before/after only of the same job, same angle.",
"copy": {
"formula": "[A photo of the real thing] + [what it shows + where or when]",
"why_it_works": "Shows the real thing, so people can judge it for themselves.",
"illustrative_example": "“Lobby, photographed at handover, 2024. Photo: —.”"
}
},
{
"module": "credits",
"name": "Who did what",
"jobs": [
"explain",
"prove"
],
"status": "include",
"role": "Supporting evidence",
"latitude": null,
"slots": [
{
"slot": "role",
"name": "Role and scope",
"need": "required",
"content": "to supply"
},
{
"slot": "collaborators",
"name": "Collaborators",
"need": "optional",
"many": true,
"content": "to supply"
}
],
"why": "What this business did, and who else worked on it.",
"copy": {
"formula": "[Your role + scope] + [who you worked with]",
"why_it_works": "Makes clear what you did, so the work proves your part and not someone else’s.",
"illustrative_example": "“Our role: architecture and interiors. Structure by —. Landscape by —.”"
}
},
{
"module": "steps",
"name": "What happens next",
"jobs": [
"explain",
"reassure"
],
"status": "optional",
"role": "What happens next",
"latitude": null,
"slots": [
{
"slot": "step",
"name": "Step",
"need": "required",
"many": true,
"content": "to supply"
},
{
"slot": "when",
"name": "Time per step",
"need": "optional",
"content": "to supply"
},
{
"slot": "cost",
"name": "Cost per step",
"need": "optional",
"content": "to supply"
}
],
"why": "How it was done, when the process is part of the proof.",
"copy": {
"formula": "[What they do first] → [what you do next + how fast] → [the work] → [how it ends + what it costs]",
"why_it_works": "Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.",
"illustrative_example": "“1 You send a short brief. 2 We call to talk it through. 3 We visit the site. 4 You get a proposal and a fee.”"
}
},
{
"module": "outcome",
"name": "What changed",
"jobs": [
"prove"
],
"status": "include",
"role": "Supporting evidence",
"latitude": null,
"slots": [
{
"slot": "measure",
"name": "Measure, method, date",
"need": "required",
"content": "to supply"
}
],
"why": "Only a measured result, attributed correctly.",
"copy": {
"formula": "[Measured result + how and when it was measured]",
"why_it_works": "Shows the result in a way people can believe: what changed, measured how, and when.",
"illustrative_example": "“All — apartments sold — months before completion, from the developer’s sales figures.” Only include it if it was measured."
}
},
{
"module": "reviews",
"name": "What clients say",
"jobs": [
"prove"
],
"status": "optional",
"role": "Supporting evidence",
"latitude": null,
"slots": [
{
"slot": "quotes",
"name": "Quote, name or initials, context, date, where it was left",
"need": "required",
"many": true,
"content": "to supply"
}
],
"why": "The client’s words about this project, with permission.",
"copy": {
"formula": "[A real customer’s words + the specific result], with name or initials, place, date and where it was left",
"why_it_works": "Lets someone like the visitor say it for you. A quote about the job they need does more than general praise.",
"illustrative_example": "An illustration of the shape, for a made-up studio: “They kept the budget when the site changed under us.” —, developer, 2024. Use real, attributed quotes."
}
},
{
"module": "continuation",
"name": "Where next",
"jobs": [
"act",
"recover"
],
"status": "include",
"role": "Next step",
"latitude": null,
"slots": [
{
"slot": "line",
"name": "Closing line",
"need": "required",
"content": "to supply"
}
],
"why": "The next project, or the action.",
"copy": {
"formula": "[The next step, for anyone still reading] + [specific action]",
"why_it_works": "Catches people who read to the end and gives them one clear next step.",
"illustrative_example": "“Planning something similar? Start a project.”"
}
}
]
},
{
"page": "people",
"name": "Studio and people",
"route": "/studio",
"page_pattern": "people",
"status": "depends",
"depends_on": [
"people"
],
"job": "Who you’d work with (firms).",
"modules": [
{
"module": "people",
"name": "Who you’ll deal with",
"jobs": [
"reassure",
"prove"
],
"status": "include",
"role": "Trust & proof",
"latitude": null,
"slots": [
{
"slot": "name",
"name": "Name and role",
"need": "required",
"many": true,
"content": "to supply"
},
{
"slot": "register",
"name": "Personal registration and number",
"need": "conditional",
"content": "to supply"
},
{
"slot": "photo",
"name": "Photo (consented)",
"need": "optional",
"content": "to supply"
},
{
"slot": "does",
"name": "What they do for you",
"need": "required",
"content": "to supply"
},
{
"slot": "book-with",
"name": "Book with this person",
"need": "conditional",
"content": "to supply"
}
],
"why": "Name, role, what they do for you, registration.",
"copy": {
"formula": "[Name + role] + [what this person does for the customer]",
"why_it_works": "Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.",
"illustrative_example": "“Elira Hoxha, partner. Leads residential projects. Licensed architect no. —.”"
}
},
{
"module": "action",
"name": "Main action",
"jobs": [
"act"
],
"status": "depends",
"depends_on": [
"people"
],
"role": "Primary action",
"latitude": null,
"slots": [
{
"slot": "primary",
"name": "Primary action (a role, not a label)",
"need": "required",
"content": "to supply"
},
{
"slot": "secondary",
"name": "Second route",
"need": "optional",
"content": "to supply"
},
{
"slot": "reassurance",
"name": "Terms at the action",
"need": "conditional",
"content": "to supply"
}
],
"why": "“Book with this person”, when clients choose.",
"copy": {
"formula": "[Start a project + the first step], with [what it costs + when you reply]",
"why_it_works": "Hiring a studio feels like a big commitment. Making the first step small and specific (a short brief, a call) turns interest into a conversation.",
"illustrative_example": "“Start a project”, with “A short brief and a call, no fee” beside it."
}
}
]
},
{
"page": "start",
"name": "Start a project",
"route": "/start-a-project",
"page_pattern": "enquiry",
"status": "depends",
"depends_on": [
"main_action"
],
"job": "A brief, a site visit, an RFP, a commission.",
"modules": [
{
"module": "form",
"name": "The form",
"jobs": [
"act",
"recover"
],
"status": "include",
"role": "Conversion point",
"latitude": null,
"slots": [
{
"slot": "fields",
"name": "Fields",
"need": "required",
"many": true,
"content": "to supply"
},
{
"slot": "attach",
"name": "Attachments (photos, documents)",
"need": "conditional",
"content": "to supply"
},
{
"slot": "consent",
"name": "What happens to their details",
"need": "required",
"content": "to supply"
},
{
"slot": "error",
"name": "Error summary and messages",
"need": "required",
"content": "to supply"
}
],
"why": "Only what is needed to respond; attachments where photos help.",
"copy": {
"formula": "[What they’re asking for] + [only the fields you need] + [what happens to their details] + [send + what happens next]",
"why_it_works": "Makes asking easy: only the fields you need, and a clear promise of what happens next.",
"illustrative_example": "“Tell us about your project” with name, email, location and a short brief. Button: “Send, we reply within two working days”."
}
},
{
"module": "steps",
"name": "What happens next",
"jobs": [
"explain",
"reassure"
],
"status": "include",
"role": "What happens next",
"latitude": null,
"slots": [
{
"slot": "step",
"name": "Step",
"need": "required",
"many": true,
"content": "to supply"
},
{
"slot": "when",
"name": "Time per step",
"need": "optional",
"content": "to supply"
},
{
"slot": "cost",
"name": "Cost per step",
"need": "optional",
"content": "to supply"
}
],
"why": "What happens after sending, and when.",
"copy": {
"formula": "[What they do first] → [what you do next + how fast] → [the work] → [how it ends + what it costs]",
"why_it_works": "Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.",
"illustrative_example": "“1 You send a short brief. 2 We call to talk it through. 3 We visit the site. 4 You get a proposal and a fee.”"
}
},
{
"module": "action",
"name": "Main action",
"jobs": [
"act"
],
"status": "optional",
"role": "Primary action",
"latitude": null,
"slots": [
{
"slot": "primary",
"name": "Primary action (a role, not a label)",
"need": "required",
"content": "to supply"
},
{
"slot": "secondary",
"name": "Second route",
"need": "optional",
"content": "to supply"
},
{
"slot": "reassurance",
"name": "Terms at the action",
"need": "conditional",
"content": "to supply"
}
],
"why": "The second route (call, message) for people who won’t fill a form.",
"copy": {
"formula": "[Start a project + the first step], with [what it costs + when you reply]",
"why_it_works": "Hiring a studio feels like a big commitment. Making the first step small and specific (a short brief, a call) turns interest into a conversation.",
"illustrative_example": "“Start a project”, with “A short brief and a call, no fee” beside it."
}
},
{
"module": "confirmation",
"name": "It’s sent",
"jobs": [
"reassure",
"recover"
],
"status": "include",
"role": "Conversion point",
"latitude": null,
"slots": [
{
"slot": "reference",
"name": "Reference",
"need": "optional",
"content": "to supply"
},
{
"slot": "next",
"name": "What happens next, and when",
"need": "required",
"content": "to supply"
},
{
"slot": "contact",
"name": "Contact meanwhile",
"need": "required",
"content": "to supply"
}
],
"why": "After sending: a reference, the next step and when, a contact.",
"copy": {
"formula": "[It’s sent] + [what happens next, and when] + [how to reach you meanwhile]",
"why_it_works": "Confirms it worked and says what to expect, so nobody sends it twice or rings to check.",
"illustrative_example": "“Sent. We’ll reply within two working days to arrange a call.”"
}
}
]
}
],
"left_out": [
{
"what": "Home: selected work: Proof",
"why": "left out because proof is “Finished work we can show”"
},
{
"what": "Studio and people: Proof",
"why": "left out because proof is “Finished work we can show”"
}
],
"constraint_profiles": [],
"field_rules": "Not applied. Rules for this field (what it must show) will add requirements to existing sections once they are approved; they never change the structure.",
"open_questions": [
"How many items, listings or projects will the site show?",
"What should a ready visitor do?",
"Do clients care which person they get?",
"The firm version (ownership, archive filters, credits, dates) is proposed, not built.",
"Whether builders belong here or in Trades."
],
"receives": {
"design": [
"pages[].name, job and order (the hierarchy)",
"pages[].modules[] in order, with jobs and role",
"status “depends” (unresolved) vs optional",
"page_frame with required/recommended strength",
"pages[].phone_first and phone_notes (the phone order)",
"primary_action label and intent"
],
"build": [
"pages[].route and one_per (routes and repeating pages)",
"pages[].modules[] in order",
"modules[].slots with need, many and any profile obligation",
"primary_action.intent and second_routes (implemented per platform)",
"page_frame (required/recommended)",
"left_out (must stay out)",
"entities, when the project names them"
]
},
"handoff": {
"design": "Read pages[] in order and modules[] in order: that is the hierarchy. jobs[] say what each module must achieve; status \"depends\" means unresolved, not optional. Look, type, imagery and Elements are Design’s; nothing here prescribes them.",
"build": "Make one route per page (one per entity where one_per is set), modules in the given order, every slot with need \"required\" filled before ship. Implement each action so it achieves its intent on this project’s platform. Do not read why as an instruction.",
"qa": "Check that each included module does its jobs, required slots are filled with real content, left_out items stayed out, and the primary action leads where its label says.",
"copy": "Write each section’s copy from copy.formula and the project’s real facts; check it against copy.why_it_works. Never reproduce copy.illustrative_example or publish text in square brackets. The guidance is a set of recommendations to test with real visitors, not a promise of results."
}
}