/* helloiamrui.com styles. Layout: the HIAR mark is one physical object pinned at the top; giant fitted words and ticker bands carry the hierarchy; mono labels do the wayfinding */
:root{
  --bg:#E8E9EC; --fg:#121317; --muted:#62656D; --line:#CFD2D8; --card:#F3F4F6; --accent:#005AFF;
  --shadow:0 60px 90px -40px rgba(18,19,23,.45), 0 20px 34px -20px rgba(18,19,23,.35);
  --sans:"Geist","Helvetica Neue",Arial,sans-serif;
  --mono:"Geist Mono",ui-monospace,Menlo,Consolas,monospace;
  --gutter:clamp(16px,3vw,40px);
}
@media (prefers-color-scheme: dark){:root:not([data-theme="light"]){
  --bg:#101114; --fg:#ECEDF0; --muted:#9B9EA7; --line:#2A2C32; --card:#1A1B20; --accent:#5C94FF;
  --shadow:0 60px 90px -40px rgba(0,0,0,.85), 0 20px 34px -20px rgba(0,0,0,.7); color-scheme:dark}}
:root[data-theme="dark"]{
  --bg:#101114; --fg:#ECEDF0; --muted:#9B9EA7; --line:#2A2C32; --card:#1A1B20; --accent:#5C94FF;
  --shadow:0 60px 90px -40px rgba(0,0,0,.85), 0 20px 34px -20px rgba(0,0,0,.7); color-scheme:dark}

*{box-sizing:border-box}
html,body{margin:0}
img{max-width:100%}
[hidden]{display:none!important}
html{scroll-behavior:smooth}
body{background:var(--bg);color:var(--fg);font-family:var(--sans);font-size:16px;line-height:1.5;overflow-x:hidden;-webkit-font-smoothing:antialiased}
a{color:inherit}
:focus-visible{outline:2px solid var(--accent);outline-offset:4px;border-radius:6px}
.mono{font-family:var(--mono);font-size:11.5px;letter-spacing:.06em;text-transform:uppercase}
.label{font-family:var(--mono);font-size:11px;letter-spacing:.08em;text-transform:uppercase;color:var(--muted);margin:0 0 8px}
.page{padding-inline:var(--gutter)}

/* header */
.top{position:fixed;inset:0 0 auto 0;z-index:30;display:grid;grid-template-columns:1fr auto;align-items:center;gap:16px;
  padding:calc(env(safe-area-inset-top,0px) + 14px) var(--gutter) 22px;
  background:linear-gradient(var(--bg) 60%,color-mix(in srgb,var(--bg) 0%,transparent));pointer-events:none}
.top>*{pointer-events:auto}
.tagline{grid-column:1;font-size:13px;line-height:1.25;margin:0;max-width:24ch}
.tagline{font-family:var(--mono);font-size:12px;letter-spacing:.06em;text-transform:uppercase}
.menu-btn{grid-column:2;justify-self:end;display:inline-flex;align-items:center;gap:12px;height:40px;padding:0 2px 0 8px;border:0;background:none;color:var(--fg);cursor:pointer;
  font-family:var(--mono);font-size:12px;letter-spacing:.08em;text-transform:uppercase}
.bars{display:grid;gap:6px;width:22px}
.bars i{display:block;height:1.5px;background:currentColor;transition:transform .3s cubic-bezier(.2,.7,.2,1)}
.menu-btn[aria-expanded="true"] .bars i:first-child{transform:translateY(3.75px) rotate(45deg)}
.menu-btn[aria-expanded="true"] .bars i:last-child{transform:translateY(-3.75px) rotate(-45deg)}
.bars{transition:transform .35s cubic-bezier(.2,.7,.2,1)}
.menu-btn[aria-expanded="false"]:hover .bars i:last-child{transform:scaleX(.55);transform-origin:right}
.menu-btn[aria-expanded="true"]:hover .bars{transform:rotate(90deg)}
.menu-btn:focus:not(:focus-visible){outline:none}
.menu-btn:focus-visible{border-radius:999px;outline-offset:2px}
.menu{position:fixed;z-index:40;top:calc(env(safe-area-inset-top,0px) + 62px);right:var(--gutter);background:var(--card);border:1px solid var(--line);border-radius:16px;padding:10px;min-width:220px;box-shadow:var(--shadow)}
.menu a{display:flex;justify-content:space-between;gap:24px;padding:10px 12px;border-radius:10px;text-decoration:none;font-size:20px;letter-spacing:-.02em}
.menu a span{font-family:var(--mono);font-size:11px;color:var(--muted);align-self:center}
.menu a:hover{background:var(--bg)}

/* travelling mark */
#mark{position:fixed;left:0;top:0;width:520px;height:520px;z-index:31;transform-origin:0 0;border-radius:50%;display:block;will-change:transform;cursor:pointer;
  transform:translate3d(calc(50vw - 260px),120px,0) scale(.5)}
.tilt{position:relative;width:100%;height:100%;border-radius:50%;will-change:transform}
.lift{position:absolute;inset:0;border-radius:50%;box-shadow:var(--shadow)}
.tilt svg{position:relative;display:block;width:100%;height:100%}

/* hero */
.hero{padding-top:calc(env(safe-area-inset-top,0px) + 84px)}
.fit{margin:0;font-weight:500;line-height:.84;letter-spacing:-.065em;font-size:20vw}
.fit .ln{display:block;width:max-content}
.hero-meta{display:flex;padding-block:22px 0;border-top:1px solid var(--line);margin-top:18px}
.hero-meta p{margin:0}

/* statement */
.statement{padding-block:22vh 14vh}
.statement h2{margin:0;font-weight:400;font-size:clamp(28px,3.5vw,56px);line-height:1.12;letter-spacing:-.035em;max-width:min(17em,100%);text-wrap:balance}
.statement h2 .w{color:color-mix(in srgb,var(--fg) 42%,var(--bg));transition:color .35s}
.statement h2 .w.on{color:var(--fg)}
.statement h2 .w.hl{color:color-mix(in srgb,var(--accent) 42%,var(--bg))}
.statement h2 .w.hl.on{color:var(--accent)}
.cols{display:grid;grid-template-columns:repeat(auto-fit,minmax(min(240px,100%),1fr));gap:24px 40px;margin-top:56px;max-width:720px;font-size:14.5px}
.cols p{margin:0}

/* section dividers */
.rule{border:0;border-top:1px solid var(--line);height:0;margin:0 0 clamp(40px,4.5vw,60px)}

/* tickers */
.ticker{margin-inline:calc(-1 * var(--gutter));overflow:hidden;padding-block:2vh 3vh}
.track{display:flex;width:max-content;will-change:transform}
.t-item{display:flex;align-items:center;gap:.22em;padding-right:.3em;white-space:nowrap;font-size:clamp(56px,10.5vw,176px);font-weight:500;letter-spacing:-.055em;line-height:1.02}
.t-item svg{width:.46em;height:.46em;flex:none;color:var(--accent);transform:rotate(var(--star,0deg))}

/* horizontal galleries (projects, kind words) */
.gallery{padding-block:2vh 10vh}
.g-bar{display:grid;grid-template-columns:auto minmax(0,1fr) auto;align-items:center;gap:20px;margin-bottom:28px}
.g-count{margin:0;color:var(--muted);font-variant-numeric:tabular-nums}
.g-count b{color:var(--fg);font-weight:400}
.g-progress{height:1px;background:var(--line);position:relative;overflow:hidden}
.g-progress i{position:absolute;inset:0;background:var(--fg);transform-origin:0 50%;transform:scaleX(var(--p,0));transition:transform .25s}
.g-nav{display:flex;gap:8px}
.g-btn{width:46px;height:46px;border-radius:50%;border:1px solid var(--line);background:var(--card);color:var(--fg);font-size:17px;cursor:pointer;display:grid;place-items:center;transition:background .2s,color .2s,border-color .2s,opacity .2s}
.g-btn:hover:not(:disabled){background:var(--fg);color:var(--bg);border-color:var(--fg)}
.g-btn:disabled{opacity:.3;cursor:default}
.g-track{display:flex;align-items:stretch;gap:clamp(16px,2.4vw,36px);overflow-x:auto;scroll-snap-type:x mandatory;
  margin-inline:calc(-1 * var(--gutter));padding:4px var(--gutter) 12px;scrollbar-width:none;overscroll-behavior-x:contain;cursor:grab;scroll-behavior:smooth}
.g-track::-webkit-scrollbar{display:none}
.g-track.dragging{cursor:grabbing;scroll-snap-type:none;scroll-behavior:auto;user-select:none}
.g-track>*{flex:none;scroll-snap-align:center;transition:opacity .45s ease,transform .45s cubic-bezier(.2,.7,.2,1)}
.g-track>*:not(.is-active){opacity:.32;transform:scale(.96);cursor:pointer}
.g-track>*:not(.is-active):hover{opacity:.55}
.g-track:focus-visible{outline-offset:-2px}

/* project card: company, thumb, disciplines, title, in short, CTA */
.case{width:min(62vw,1000px);display:flex}
.case a{display:flex;flex-direction:column;width:100%;text-decoration:none}
.case .meta{color:var(--muted);margin:0 0 14px}
.thumb{margin:0;aspect-ratio:16/10;max-width:100%;border-radius:18px;overflow:hidden;background:var(--card)}
.thumb img{display:block;width:100%;height:100%;object-fit:cover;transition:transform .7s cubic-bezier(.2,.7,.2,1);-webkit-user-drag:none}
.case a:hover .thumb img{transform:scale(1.035)}
.thumb.empty{display:grid;place-items:center}
.thumb.empty svg{width:18%;color:var(--accent);transform:rotate(var(--star,0deg))}
.tags{display:flex;flex-wrap:wrap;gap:8px;margin:18px 0 0;padding:0;list-style:none}
.tag{font-family:var(--mono);font-size:11px;letter-spacing:.06em;text-transform:uppercase;padding:6px 12px;border:1px solid var(--line);border-radius:999px;background:var(--card)}
.case h3{margin:18px 0 0;font-weight:400;font-size:clamp(24px,2.6vw,42px);line-height:1.14;letter-spacing:-.025em;text-wrap:balance}
.case h3 em{font-style:normal;color:var(--accent)}
.case .label{margin:18px 0 6px}
.case .sum{margin:0 0 26px;font-size:15.5px;max-width:56ch}
.case .cta{display:inline-flex;align-self:flex-start;gap:8px;margin-top:auto;padding-bottom:3px;border-bottom:1px solid var(--line);transition:border-color .2s,color .2s}
.case a:hover .cta,.case a:focus-visible .cta{border-color:var(--accent);color:var(--accent)}
.case a:hover h3 span{text-decoration:underline;text-decoration-thickness:2px;text-underline-offset:.12em}
@media (prefers-reduced-motion:reduce){.thumb img,.g-track>*{transition:none}.g-track{scroll-behavior:auto}}

/* testimonials */
.quote{width:min(48vw,580px);background:var(--card);border-radius:22px;padding:28px;margin:0;display:flex;flex-direction:column;gap:22px}
.quote .pull{margin:0;font-size:21px;line-height:1.28;letter-spacing:-.02em;text-wrap:balance}
.quote .full{margin:0;font-size:13.5px;line-height:1.55;color:var(--muted);flex:1}
.who{display:flex;gap:12px;align-items:center}
.who .av{width:40px;height:40px;border-radius:50%;background:var(--fg);color:var(--bg);display:grid;place-items:center;font-family:var(--mono);font-size:12px;flex:none}
.who b{display:block;font-weight:500;font-size:14px}
.who span{font-size:12.5px;color:var(--muted)}

/* footer */
.foot{padding-top:10vh}
.foot .fit{padding-bottom:18px}
.foot-row{display:flex;flex-wrap:wrap;justify-content:space-between;gap:24px;align-items:end;border-top:1px solid var(--line);
  padding-block:22px calc(26px + env(safe-area-inset-bottom,0px));font-size:13.5px}
.foot-row p{margin:0}
.contact{display:grid;gap:8px;justify-items:start}
.contact .email{display:flex;gap:10px;align-items:center;flex-wrap:wrap}
.contact .addr{font-size:15px}
.copy{font:inherit;font-family:var(--mono);font-size:11px;text-transform:uppercase;letter-spacing:.06em;background:none;border:1px solid var(--line);border-radius:999px;padding:4px 10px;color:var(--fg);cursor:pointer}
.copy:hover{border-color:var(--accent);color:var(--accent)}
@media (max-width:760px){
  .tagline{font-size:11px}
  .foot-row{flex-direction:column;align-items:flex-start}
}

/* cursor chip */
.chip{position:fixed;left:0;top:0;z-index:35;pointer-events:none;background:var(--accent);color:#fff;font-family:var(--mono);font-size:11px;letter-spacing:.06em;text-transform:uppercase;padding:8px 12px;border-radius:999px;opacity:0;transition:opacity .2s;white-space:nowrap}
.chip.on{opacity:1}
@media (hover:none){.chip{display:none}}

/* project page */
.p-hero{padding-top:calc(env(safe-area-inset-top,0px) + min(28vw,36vh,360px) / 2 + 56px)}
.back{display:inline-flex;gap:10px;align-items:center;color:var(--muted);text-decoration:none;margin:0 0 40px;transition:color .2s}
.back:hover{color:var(--fg)}
.p-meta{display:flex;justify-content:space-between;gap:16px;color:var(--muted);margin:0 0 18px}
.p-meta p{margin:0}
.p-title{margin:0;font-weight:500;letter-spacing:-.05em;line-height:.92;font-size:clamp(44px,7.4vw,128px);text-wrap:balance}
.p-title.fit{letter-spacing:-.065em;line-height:.84;padding-bottom:.16em}
.p-title.fit+.p-sub{margin-top:0}
.p-sub{margin:28px 0 0;font-weight:400;font-size:clamp(26px,3.2vw,52px);line-height:1.1;letter-spacing:-.035em;color:var(--accent);max-width:24ch;text-wrap:balance}
.p-tags{margin-top:28px}
.p-info{border-top:1px solid var(--line);margin-top:48px;padding-top:22px}
.p-info p{margin:0}
.p-info .sum{font-size:clamp(17px,1.3vw,20px);line-height:1.5;max-width:46ch}
.p-cover{margin:48px auto 0;max-width:1440px;aspect-ratio:16/9;border-radius:22px;overflow:hidden;background:var(--card)}
.p-cover img{display:block;width:100%;height:100%;object-fit:cover}
.cs{padding-top:clamp(72px,11vh,128px)}
.cs-grid{display:grid;grid-template-columns:repeat(12,minmax(0,1fr));column-gap:24px}
.cs-h{grid-column:1/span 4;margin:0;font-weight:500;font-size:clamp(34px,3.8vw,64px);line-height:1;letter-spacing:-.045em;align-self:start;position:sticky;top:96px}
.cs-body{grid-column:5/-1;min-width:0}
.cs-body>:first-child{margin-top:0}
.cs-body p,.cs-body li{font-size:clamp(17px,1.25vw,20px);line-height:1.6}
.cs-body p{margin:0 0 1.1em;max-width:62ch}
.cs-body h3{margin:1.8em 0 .6em;font-weight:500;font-size:clamp(22px,1.9vw,30px);letter-spacing:-.025em;line-height:1.2}
.cs-body h4{margin:1.6em 0 .5em;font-family:var(--mono);font-weight:400;font-size:12px;letter-spacing:.08em;text-transform:uppercase;color:var(--muted)}
.cs-body a{text-decoration-thickness:1px;text-underline-offset:.18em}
.cs-body a:hover{color:var(--accent)}
.cs-body strong{font-weight:500}
.cs-body code{font-family:var(--mono);font-size:.85em;background:var(--card);padding:.1em .35em;border-radius:6px}
.b-list{margin:0 0 1.2em;padding-left:1.2em;max-width:62ch}
.b-list li{margin:.3em 0}
.cs-body blockquote{margin:1.6em 0;padding:0 0 0 24px;border-left:2px solid var(--accent);font-size:clamp(22px,2vw,30px);line-height:1.3;letter-spacing:-.02em;max-width:34ch}
.b-callout{display:flex;gap:14px;margin:1.6em 0;padding:22px 24px;border-radius:18px;background:var(--card);max-width:62ch}
.b-callout p:last-child{margin-bottom:0}
.b-media{margin:44px 0;max-width:900px}
.b-media img,.b-media video{display:block;width:100%;height:auto;border-radius:18px;background:var(--card)}
.b-embed{position:relative;aspect-ratio:16/9;border-radius:18px;overflow:hidden;background:var(--card)}
.b-embed iframe{position:absolute;inset:0;width:100%;height:100%;border:0}
.b-media figcaption{margin-top:12px;font-family:var(--mono);font-size:11px;letter-spacing:.06em;text-transform:uppercase;color:var(--muted)}
.b-cols{display:grid;grid-template-columns:repeat(auto-fit,minmax(min(240px,100%),1fr));gap:24px;margin:44px 0}
.b-cols .b-media{margin:0}
.b-bookmark{display:block;margin:1.4em 0;padding:18px 22px;border:1px solid var(--line);border-radius:16px;text-decoration:none;max-width:62ch}
.b-bookmark:hover{border-color:var(--accent)}
.cs-body pre{margin:1.4em 0;padding:20px;border-radius:16px;background:var(--card);overflow-x:auto;font-family:var(--mono);font-size:13px;line-height:1.6}
.cs-body details{margin:1.2em 0;max-width:62ch}
.cs-body summary{cursor:pointer;font-weight:500}
.c-blue{color:var(--accent)}.c-gray{color:var(--muted)}
.hl-bg{background:color-mix(in srgb,var(--accent) 14%,transparent);border-radius:4px;padding:0 .15em}

/* Outcome: Measured cases get a hero number in the card; Pilot, Target and In testing show goals on the open background */
.o-chip{display:inline-flex;align-items:center;gap:8px;font-family:var(--mono);font-size:12px;letter-spacing:.08em;text-transform:uppercase;line-height:1;padding:7px 12px;border-radius:999px;white-space:nowrap}
.o-chip::before{content:"";width:6px;height:6px;border-radius:50%;box-sizing:border-box;flex:none}
.o-chip--measured{background:var(--fg);color:var(--bg)}
.o-chip--measured::before{background:currentColor}
.o-chip--pilot,.o-chip--in-testing,.o-chip--estimate{background:var(--line);color:var(--fg)}
.o-chip--pilot::before,.o-chip--in-testing::before,.o-chip--estimate::before{border:1.5px solid currentColor;background:linear-gradient(90deg,currentColor 50%,transparent 50%)}
.o-chip--target{border:1px dashed var(--fg);color:var(--fg);padding:6px 11px}
.o-chip--target::before{border:1.5px solid currentColor}
.cs-body .o-meta{display:flex;flex-wrap:wrap;align-items:center;gap:12px 16px;margin:0 0 32px;max-width:none;font-family:var(--mono);font-size:13px;line-height:1.6;color:var(--muted)}
.o-hero{display:flex;flex-wrap:wrap;align-items:flex-end;gap:24px 32px;margin:0 0 40px;padding:clamp(24px,3vw,40px);border-radius:24px;background:var(--card)}
.o-row{flex-basis:100%;display:flex}
.cs-body .o-num{margin:0;max-width:none;font-size:clamp(88px,10vw,152px);font-weight:500;letter-spacing:-.06em;line-height:.85}
.cs-body .o-lbl{flex:1 1 220px;margin:0 0 6px;max-width:22ch;font-size:clamp(19px,1.6vw,24px);line-height:1.3;letter-spacing:-.01em}
.cs-body .o-src{flex-basis:100%;margin:0;max-width:none;padding-top:20px;border-top:1px solid var(--line);font-family:var(--mono);font-size:13px;line-height:1.7;color:var(--muted)}
.o-stats{display:grid;grid-template-columns:repeat(auto-fit,minmax(min(200px,100%),1fr));gap:32px;margin:0 0 40px}
.o-stats--goals{grid-template-columns:repeat(auto-fit,minmax(min(260px,100%),1fr))}
.o-stat{display:flex;flex-direction:column;gap:12px;padding-top:20px;border-top:1px solid var(--fg);min-width:0}
.cs-body .o-val{margin:0;max-width:none;font-size:clamp(40px,4vw,56px);font-weight:500;letter-spacing:-.05em;line-height:1}
.o-stats--goals .o-val{font-size:clamp(28px,2.8vw,40px);letter-spacing:-.035em;line-height:1.05}
.cs-body .o-desc{margin:0;font-size:16px;line-height:1.4;color:var(--muted)}
.cs-body .o-kicker{margin:0;font-family:var(--mono);font-size:12px;letter-spacing:.08em;text-transform:uppercase;line-height:1.4;color:var(--muted)}
.cs-body .o-measure{margin:0;font-family:var(--mono);font-size:12px;line-height:1.6;color:var(--muted)}
.o-notes{list-style:none;margin:0 0 1.2em;padding:0;counter-reset:o}
.cs-body .o-notes li{counter-increment:o;display:grid;grid-template-columns:48px 1fr;gap:16px;margin:0;padding:20px 0;border-top:1px solid var(--line);font-size:18px;line-height:1.5}
.o-notes li::before{content:counter(o,decimal-leading-zero);font-family:var(--mono);font-size:12px;color:var(--muted);padding-top:.4em}
.o-notes li:last-child{border-bottom:1px solid var(--line)}
.related{padding-top:clamp(96px,14vh,160px)}
.empty-note{color:var(--muted);font-size:18px;max-width:52ch}
.nf{padding-top:calc(min(28vw,36vh,360px) / 2 + 96px);padding-bottom:10vh}
.nf p{font-size:18px;color:var(--muted)}
@media (max-width:900px){
.cs-h,.cs-body{grid-column:1/-1}
.cs-h{position:static;margin-bottom:28px}
}

/* mobile widths for gallery items (after the base rules so they win) */
@media (max-width:760px){.case,.quote{width:84vw}}

/* accessibility helpers */
.sr-only{position:absolute;width:1px;height:1px;padding:0;margin:-1px;overflow:hidden;clip:rect(0 0 0 0);white-space:nowrap;border:0}
.contact a.addr{text-decoration:none}
.contact a.addr:hover{color:var(--accent)}

/* GIFs served as silent looping videos, and images that carry their real size */
.thumb video{display:block;width:100%;height:100%;object-fit:cover}
.p-cover video{display:block;width:100%;height:100%;object-fit:cover}
.b-media img,.b-media video{max-width:100%;height:auto}