A page-by-page, key-by-key map of every string the public studio.chat site renders, in render order, so a copywriter (or copywriting agent) can add new copy variants with confidence. For each variant-enabled section you get the exact namespace, base key, the existing _vN sibling keys, the current EN/ES text, and the human-readable variant label registered in the office.

Read docs/website/copy-guide.md first for voice. Short version: lead with podcasts; sharp, dry, craft-led, allergic to agency fluff; rentals are relationship-gated; Spanish is a parallel rewrite, never a literal translation. Brand is always studio.chat (lowercase, with the dot).

Where copy lives (four sources)

1. locales/en.json / locales/es.json — the bulk of UI/marketing copy, grouped by namespace (home, services, podcasts, …). Pages read it via useTranslations("ns") (client) or getTranslations("ns") / getTranslations({ locale, namespace }) (server). This is where you add variant keys.
2. src/lib/copy/variants.ts (COPY_PAGES) — the registry of which page/section/fields support variants, plus the human label per variant ("v2 · sharpened generalist"). A _vN key in the locale JSON is invisible to the office until you also register it here. See the final section.
3. content/*/{en,es}.json and content/projects/*.mdx — content-file copy, loaded by src/lib/content.ts. Covers services list, FAQs, privacy, team, stills captions, and project detail bodies. No variant system — edit the file directly. Listed per page below.
4. Supabase items table (via src/lib/rentals.ts) — rental catalog item names, summaries, manufacturer, MPN, included accessories, category. Not editable from locale JSON or content files; managed in /office inventory. The catalog/item page chrome (labels, pagination, category display names) does live in locale JSON (rentalsCatalog, rentalsItem) and is covered below.

The eyebrow convention (toEyebrow)

Small mono labels above headings render with toEyebrow() (src/lib/eyebrow.ts): spaces become _ and a trailing _ is appended. The JSON value is natural text — write "say hello", the page renders say_hello_. Never bake underscores into a translation value. Example: footer.sayHello = "say hello" → renders say_hello_. This applies to every <p className="label"> / eyebrow slot noted below.

Page title template

The locale layout (src/app/[locale]/layout.tsx) wraps each page's metadata title as "<title> — studio.chat". Most pages set title to their namespace's title key (e.g. services.title = "services"). The home page overrides with site.metaTitle. The launch page sets an absolute title (no template).

home — /

src/app/[locale]/page.tsx. Namespace: home (plus site, projects). Purpose: the front door. Bold, sparse, visual; a 4-line hero claim, one featured project, the five-service grid, and a single closing CTA. Reads variants at request time (dynamic = "force-dynamic").

1. Hero (VARIANT — home.hero, ns home, fields heroLine1..heroLine4)

A site.tagline eyebrow over a 4-line H1; line 4 is dimmed (text-white/70). The hero is built from four separate keys joined by <br/>, so a variant must supply all four lines as a set. Background image is hardcoded (not copy).

Variants (registered labels):

• default = "default" → the four base keys above.
• v1 = "v1 · podcasts-led" → heroLine1_v1…heroLine4_v1
  • EN: Record the show. / Leave with the clips. / Live podcast production in Medellín — / multi-cam, clean audio, same-day cuts.
  • ES: Graba el programa. / Sal con los clips. / Producción de podcasts en vivo en Medellín — / multicámara, audio limpio, cortes el mismo día.
• v2 = "v2 · sharpened generalist" → heroLine1_v2…heroLine4_v2
  • EN: Make it look as good as it sounded. / Social content, short films, and live podcasts, / shot in Medellín — / concept to color, finished in-house.
  • ES: Que se vea tan bien como sonó. / Contenido social, cortometrajes y podcasts en vivo, / grabados en Medellín — / del concepto al color, terminado en casa.

To add v3: add heroLine1_v3…heroLine4_v3 to both locale files, then add { id: "v3", label: "v3 · …" } to the home.hero section's variants array.

2. Featured projects (plain)

The featured card itself is rendered by ProjectCard from the content/projects/*.mdx frontmatter (title / type / deliverables). See Project shared content below.

3. Services (VARIANT — home.services, ns home, field servicesIntro)

A home.servicesTitle eyebrow over a large display servicesIntro line, then a 5-up grid built from content/services/{en,es}.json (NOT locale JSON).

servicesIntro variants:

• default = "default" → base above.
• v1 = "v1 · studio day" → home.servicesIntro_v1
  • EN: The studio day that ends with a finished episode and a week of clips.
  • ES: El día de estudio que termina con un episodio listo y una semana de clips.
• v2 = "v2 · record once" → home.servicesIntro_v2
  • EN: Record once. Feed the internet for a week.
  • ES: Graba una vez. Alimenta el internet por una semana.

Service grid items (content file, edit directly — no variants). The 3rd and 5th items carry an href so they become links and render the viewCatalog label:

4. CTA (VARIANT — home.cta, ns home, fields ctaTitle, ctaBody, ctaButton)

ctaTitle renders as the eyebrow; ctaBody as the big display line; ctaButton is the pill button (→ /contact).

Variants:

• default = "default".
• v1 = "v1 · book a session" → ctaTitle_v1 / ctaBody_v1 / ctaButton_v1
  • EN: book a session / Tell us about the show — format, hosts, episode count. We reply with a plan and a quote within two business days. / Book a session
  • ES: reserva una sesión / Cuéntanos del programa — formato, presentadores, número de episodios. Te respondemos con un plan y una cotización en dos días hábiles. / Reserva una sesión
• v2 = "v2 · start with a pilot" → ctaTitle_v2 / ctaBody_v2 / ctaButton_v2
  • EN: start with a pilot / New show? Book a single pilot session and see the workflow before committing to a season. / Start with a pilot
  • ES: empieza con un piloto / ¿Programa nuevo? Reserva una sesión piloto y conoce el flujo antes de comprometer una temporada. / Empieza con un piloto

services hub — /services

src/app/[locale]/services/page.tsx. Namespace: services (also reads cinematography, podcasts, rentals, stills). Purpose: the bookable- offering index. One intro, then four offering cards that teaser each service. Dynamic — also resolves the podcasts/rentals hero variants so the teaser taglines stay in sync.

1. Header (VARIANT — services.intro, ns services, field intro)

SectionHeader with services.title as the big H1 and the variant intro below.

intro variants:

• default = "default".
• v1 = "v1 · kit ladder" → services.intro_v1
  • EN: Everything we run, end-to-end. Book a single show, a full season, or just the gear.
  • ES: Todo lo que hacemos, de punta a punta. Reserva un show único, una temporada completa o solo el equipo.
• v2 = "v2 · one room" → services.intro_v2
  • EN: Crew, studio, and kit under one roof. Take it as a single show, a season, or a rental.
  • ES: Gente, estudio y equipo bajo un mismo techo. Tómalo como un show único, una temporada o un alquiler.

2. Offering cards (×4) (taglines pull from other namespaces — see notes)

Each card: a label eyebrow, a big tagline headline, and a cta framed link. The whole card links to href.

Notes: Cinematography has no dedicated page by design (held back until staffing catches up) — its card points at /contact with a "request a quote" CTA. cinematography.tagline EN = Cinematic capture — DP, lighting, color, final grade. / ES = Captura cinematográfica — DP, iluminación, color, gradación final. Cards 2 and 3 reuse the podcasts/rentals hero tagline variants (next two sections), so editing those there changes this hub too.

podcasts — /services/podcasts

src/app/[locale]/services/podcasts/page.tsx. Namespace: podcasts. Purpose: the priority offer. Sells the cinematic-lounge live-podcast format, the inclusions, the kit, season packages, and a closing CTA. Dynamic.

1. Hero (VARIANT — podcasts.hero, ns podcasts, fields tagline, intro)

PageHero: podcasts.title eyebrow, tagline headline, intro paragraph.

podcasts.hero variants (this set also drives the /services hub card #2 tagline):

• default = "default".
• v1 = "v1 · final_final_v3" → tagline_v1 / intro_v1
  • EN tagline: Your show, not a folder of final_final_v3.mp4.
  • ES tagline: Tu show, no una carpeta de final_final_v3.mp4.
  • intro: long paragraph, EN/ES at locale JSON line 203.
• v2 = "v2 · long conversations" → tagline_v2 / intro_v2
  • EN tagline: Long conversations, shot the way film is.
  • ES tagline: Conversaciones largas, rodadas como se rueda el cine.
  • intro: long paragraph, EN/ES at locale JSON line 204.

2. What you get (plain — array)

offerLines is a 7-item array read via dynamic import (t.raw-style). To reword inclusions, edit the array in both locale files (same length). Current EN items: lounge layout; invisible audio capture; up to 6-cam Sony Cinema Line + 3 ProRes RAW; timecode-locked picture/sound; continuous LED lighting; live program output; same-day vertical/square social cut. (Full text at locale JSON lines 206–214.) Not registered for the variant system — no _vN slot.

3. The kit (plain)

4. Season packages (plain)

5. CTA (VARIANT — podcasts.cta, ns podcasts, fields ctaTitle, ctaBody, ctaButton)

CtaSection: ctaTitle eyebrow, ctaBody heading, ctaButton pill (→ /contact).

Variants:

• default = "default".
• v1 = "v1 · book a session" → ctaTitle_v1 (book a session / reserva una sesión), ctaBody_v1, ctaButton_v1 (Book a session / Reservar una sesión)
• v2 = "v2 · bring the show" → ctaTitle_v2 (bring us the show / tráenos el show), ctaBody_v2, ctaButton_v2 (Book a session / Reservar una sesión)

rentals — /services/rentals

src/app/[locale]/services/rentals/page.tsx. Namespace: rentals. Purpose: the secondary, relationship-gated offer. Curated-shelf positioning, a catalog jump, 4-step "how it works," rates + eligibility, and a CTA. Dynamic.

1. Hero (VARIANT — rentals.hero, ns rentals, fields tagline, intro)

PageHero: rentals.title eyebrow, tagline headline, intro paragraph.

rentals.hero variants (also drives /services hub card #3 tagline):

• default = "default".
• v1 = "v1 · on purpose" → tagline_v1 (A small shelf. On purpose. / Un estante pequeño. A propósito.) + intro_v1 (locale JSON line 171)
• v2 = "v2 · out on loan" → tagline_v2 (The kit we shoot with, out on loan. / El equipo con el que rodamos, en alquiler.) + intro_v2 (locale JSON line 172)

2. Catalog jump (plain)

3. How it works (plain — 4 steps)

rentals.howItWorks eyebrow (how it works / cómo funciona), then a 4-step list, each a title + body:

(Full EN/ES bodies at locale JSON lines 174–181.) No variant slots.

4. Rates + eligibility (plain — two columns)

(Full EN/ES at locale JSON lines 182–185.) No variant slots.

5. CTA (VARIANT — rentals.cta, ns rentals, fields ctaTitle, ctaBody, ctaButton)

CtaSection: ctaTitle eyebrow, ctaBody heading, ctaButton pill (→ /contact).

Variants:

• default = "default".
• v1 = "v1 · ask about the shelf" → ctaTitle_v1 (ask about the shelf / pregunta por el estante), ctaBody_v1, ctaButton_v1 (Ask about the shelf / Pregunta por el estante)
• v2 = "v2 · check availability" → ctaTitle_v2 (check availability / consulta disponibilidad), ctaBody_v2, ctaButton_v2 (Check availability / Consultar disponibilidad)

Important: the rentals catalog and catalog item pages reuse the rentals.ctaTitle / ctaBody / ctaButton base keys only (NOT the variant picker). So changing a base key there changes the CTA on all three rentals pages, but a chosen _vN only shows on /services/rentals itself.

rentals catalog — /services/rentals/catalog

src/app/[locale]/services/rentals/catalog/page.tsx. Namespaces: rentalsCatalog (+ rentals for the closing CTA). Purpose: browse the shelf. A hero, category filter chips, a paginated grid of item cards, a per-page control, and the rentals CTA band. No variant slots anywhere on this page (the hero uses base keys).

1. Hero (plain)

PageHero — uses base rentalsCatalog keys (not variant):

2. Category filter chips (plain)

<nav aria-label> = rentalsCatalog.jumpNav (Catalog filters / Filtros del catálogo). First chip is "all"; the rest come from categoryCounts (only categories with items appear). Each chip label is rentalsCatalog.categories.<key> followed by a count.

Category keys + display names (full map at locale JSON lines 237–268; examples): camera_body→camera body/cuerpo de cámara, camera_lens→camera lens/lente, light→light/luz, microphone→microphone/micrófono, grip→grip/grip, battery→battery/batería, computer→computer/computadora, etc. (29 categories).

3. Grid + pagination (plain)

Each grid cell is a RentalItemCard linking to /services/rentals/catalog/[sku]. The card's manufacturer / name / summary come from the Supabase items table, not from copy files — not editable here. soldLabel/comingSoonLabel are the two status.* strings above (screen-reader only; the X overlay is visual).

4. CTA band (reuses rentals base keys — plain)

CtaSection with rentals.ctaTitle / rentals.ctaBody / rentals.ctaButton (base keys only — see the rentals CTA note above).

catalog item — /services/rentals/catalog/[sku]

src/app/[locale]/services/rentals/catalog/[sku]/page.tsx. Namespaces: rentalsItem, rentalsCatalog (category label), rentals (CTA). Purpose: one piece of gear — name, summary, spec rows, image gallery, optional in-use shots, and the rentals CTA. No variant slots. Item facts (manufacturer / name / summary / MPN / accessories / category / quantity) come from Supabase items — not copy files.

1. Detail header + spec list (chrome from rentalsItem; data from DB)

2. In use (plain — only if review images exist)

3. CTA (reuses rentals base keys — plain)

CtaSection with rentals.ctaTitle / ctaBody / ctaButton (base keys).

stills — /services/stills

src/app/[locale]/services/stills/page.tsx. Namespace: stills. Purpose: the photography practice — a tagline hero, a masonry gallery, and a CTA. No variant slots. Gallery images + per-image captions come from content/stills/stills.json (single file, not localized).

1. Hero (plain)

2. Gallery (content file — content/stills/stills.json)

Each still has alt (screen-reader description / placeholder label), gear (caption left), settings (caption right). Numbered overlay (01, 02 …) is generated. Single shared file — edit content/stills/stills.json. Example entry: alt: "Side profile portrait, natural light", gear: "Sony A7R V, 70mm", settings: "ƒ/5, 1/60s, ISO 100".

3. CTA (plain — CtaSection)

projects — /projects

src/app/[locale]/projects/page.tsx. Namespace: projects. Purpose: the work index — a title/intro header and a card grid. No variant slots. Cards come from content/projects/*.mdx frontmatter.

1. Header (plain)

2. Card grid (content file — see Project shared content)

Each ProjectCard shows the MDX title, an in-image deliverables stamp (falls back to title), and the type label. Card links to /projects/[slug].

project detail — /projects/[slug]

src/app/[locale]/projects/[slug]/page.tsx. Namespace: projects. Purpose: a single project — parallax hero, title + description, metadata, body prose, optional gallery, and a "next project" link. No variant slots. Almost all copy is per-project MDX frontmatter + body (content/projects/<slug>.<locale>.mdx).

Sections in order

Project shared content (content/projects/*.mdx)

The copywriter edits these .mdx files for project copy. Frontmatter fields (see src/lib/content.ts Project type): title, year, type (card label, e.g. "Podcast"), timeframe, deliverables (card stamp, e.g. "12 episodes"), client, role[], cover, coverPosition, gallery[], description, videoUrl, featured, order. Body (prose after ---) becomes the detail paragraphs. Files are per-locale: <slug>.en.mdx and <slug>.es.mdx. Current slugs: dosnomadas-podcast, lost-in-vegas-bts, monaco-panaderia, short-film-tropical.

team — /team

src/app/[locale]/team/page.tsx. Namespace: team. Purpose: the small core team + a recruitment band. No variant slots. Member cards come from content/team/team.json; the recruitment band is locale JSON.

1. Header (plain)

2. Member grid (content file — content/team/team.json)

Each member: name, role.{en,es} (rendered as an underscored label, e.g. Executive_Producer_), bio.{en,es}, photo. Edit content/team/team.json. Current members: Brandon Dee Zacharie (Executive Producer / Productor Ejecutivo), Keren Monsalve Cordero (Head of Operations / Directora de Operaciones).

3. Recruitment band (plain — locale JSON)

contact — /contact

src/app/[locale]/contact/page.tsx + src/components/ContactForm.tsx. Namespace: contact (+ site for email). Purpose: low-friction, warm, direct — make sending the message easy. Header, the form, and an aside with email + studio address + map. Dynamic (resolves the intro + form variants server-side and passes them into the client form as props).

1. Header (VARIANT — contact.intro, ns contact, field intro)

SectionHeader: contact.title H1 + variant intro.

contact.intro variants:

• default = "default".
• v1 = "v1 · two-day turnaround" → contact.intro_v1
  • EN: Tell us what you're making. We read every message and reply within two business days.
  • ES: Cuéntanos qué estás creando. Leemos cada mensaje y respondemos en dos días hábiles.
• v2 = "v2 · a few details" → contact.intro_v2
  • EN: A few details about the project go a long way. We reply within two business days.
  • ES: Unos cuantos detalles del proyecto nos ayudan mucho. Respondemos en dos días hábiles.

2. Contact form (VARIANT — contact.form, ns contact, fields message, submit)

The form fields and submit button. Only the message field label and submit button label are variant-controlled (passed in as messageLabel/submitLabel); the other field labels are plain. The form has an email/WhatsApp toggle (only one contact-method field shows at a time).

contact.form variants (each sets BOTH message and submit):

• default = "default" → message / submit above.
• v1 = "v1 · send the idea" → message_v1 (What you have in mind / Lo que tienes en mente), submit_v1 (Send the idea / Enviar la idea)
• v2 = "v2 · the project" → message_v2 (About the project / Sobre el proyecto), submit_v2 (Send it over / Enviar)

3. Aside — email + studio (plain)

The success state (after submit) re-uses contact.success, contact.or, and site.email.

faqs — /faqs

src/app/[locale]/faqs/page.tsx. Namespace: faqs. Purpose: quick answers to common pre-booking questions. A header + an accordion list. Dynamic (intro variant). FAQ Q&A pairs come from content/faqs/{en,es}.json.

1. Header (VARIANT — faqs.intro, ns faqs, field intro)

SectionHeader: faqs.title H1 + variant intro.

faqs.intro variants:

• default = "default".
• v1 = "v1 · before the first email" → faqs.intro_v1
  • EN: The questions we get before the first email.
  • ES: Las preguntas que llegan antes del primer correo.
• v2 = "v2 · what people ask" → faqs.intro_v2
  • EN: What people ask before they book a session.
  • ES: Lo que la gente pregunta antes de reservar una sesión.

2. FAQ accordion (content file — content/faqs/{locale}.json)

Each entry: q (question, the summary line) + a (answer body). Numbered (01, 02 …) automatically. Edit content/faqs/en.json and content/faqs/es.json — no variant system. Current questions (EN): "Where are you based?", "What's the typical timeline?", "Do you work in English?", "Can you handle post only?", "How do we start?".

privacy — /privacy

src/app/[locale]/privacy/page.tsx. Namespace: privacy. Purpose: the privacy policy. A header + a numbered section list. No variant slots. Section bodies come from content/privacy/{en,es}.json.

1. Header (plain)

2. Sections (content file — content/privacy/{locale}.json)

A date plus a sections[] array of { title, body }. Edit content/privacy/en.json / es.json. Current section titles (EN): Who we are; What we collect; How we use it; Who we share it with; Error and session monitoring; Cookies; Your rights; Changes to this policy.

launch gate — /launch

src/app/[locale]/launch/page.tsx + src/components/launch/{LaunchHero, Countdown,LaunchReveal,BypassForm}.tsx. Namespace: launch (+ launch.meta for metadata). Purpose: the pre-launch holding page (every gated URL is rewritten here). Full-bleed image, a live countdown, an editorial blurb that flips to a disguised subscribe form (which secretly accepts @studio.chat insider credentials to bypass). No variant slots.

Metadata (launch.meta) (plain — link-unfurler only; page is noindex)

Countdown units (plain — launch.units)

Blurb reveal (LaunchReveal) (plain)

Note: launch.eyebrow (until launch / hasta el lanzamiento) exists in JSON but is not currently rendered by the page; keep it consistent if reworded.

Subscribe / bypass form (BypassForm, labels from launch.subscribe) (plain)

The form POSTs to /api/launch-subscribe (normal) or /api/launch-bypass (when the email ends in @studio.chat). Submitting an insider email reveals the password field and switches the button label from cta to submit.

Shared chrome (header, footer, nav)

These render on every public page except /launch (which uses a minimal header and no footer). No variant slots.

Public nav — src/components/Header.tsx (+ NavLink, ServicesMenu)

Namespace: nav. Desktop shows: Projects · Services (dropdown) · Contact. The Services dropdown lists Services / Podcasts / Rentals / Stills. On mobile the parent "services" link is dropped and its children show inline as peers.

Other nav.* keys used elsewhere: nav.team (team/equipo, footer), nav.faqs (faqs/faqs, footer), nav.privacy (privacy/privacidad, footer), nav.location (location/ubicación, not currently rendered). LocaleSwitch shows en/es as literal toggles (not translated).

Footer — src/components/Footer.tsx

Namespaces: footer, nav, site. Three eyebrow columns (explore, manage, say hello) + a legal bar.

Error / not-found pages (plain)

src/app/[locale]/not-found.tsx (404) and error.tsx (500). Namespace: errors.

site / brand strings (used across pages) (plain — site ns)

Not covered here: the portal namespace (the client reservation portal at /portal, separate from the marketing site) and all of /office (admin). They are not part of the public marketing surface this doc targets.

How variants work + how to add one

Variants let the office (/office/copy) A/B different copy per page section without code changes. Mechanism (src/lib/copy/variants.ts):

1. Key convention. The chosen variant id doubles as the locale-key suffix. default → the base key (heroLine1); v1 → heroLine1_v1; v2 → heroLine1_v2. The helper variantKey(base, id) does this lookup. So every variant is just more sibling keys in the same namespace.
2. The registry. COPY_PAGES lists each page → its sections. A section has: key (e.g. home.hero, the page.section id stored in the copy_variants table), label, namespace (which locale namespace the fields live under), fields (the base keys this section controls), and variants ({ id, label } — label is the human string shown in the office, e.g. "v2 · record once").
3. Selection. The office writes the chosen id to the copy_variants table keyed by page.section. At request time the page calls getCopyVariant("page.section") and renders t(variantKey(field, id)). If the stored id isn't in the registry, it falls back to the section's first variant (default).

To add a v3 (or any new variant) to an existing section

1. In both locales/en.json and locales/es.json, add a _v3 sibling for every field the section lists in COPY_PAGES.fields. Example for home.hero (fields heroLine1..heroLine4): add heroLine1_v3, heroLine2_v3, heroLine3_v3, heroLine4_v3 in each file. (For a multi-field CTA section, add ctaTitle_v3, ctaBody_v3, ctaButton_v3.) Write the Spanish as a parallel rewrite, not a literal translation.
2. In src/lib/copy/variants.ts, add { id: "v3", label: "v3 · <short label>" } to that section's variants array. Without this step the office won't show the new variant even though the keys exist.
3. That's it — no page code changes. The page already resolves the section via getCopyVariant + variantKey.

Sections that currently support variants (registry summary)

Everything else on the public site (stills, projects, project detail, team, privacy, rentals catalog/item, launch, nav, footer, errors, and the non-variant fields within the pages above) is plain copy — edit the base key in locales/*.json (or the relevant content/* file) directly; there is no _vN slot until you create one and register it.

Revalidation note

COPY_PAGE_PATHS in variants.ts maps each page to the public URLs to revalidate when its copy changes. If you introduce a variant section on a new page, add that page's EN+ES paths there too (podcasts/rentals also list /services because their taglines surface on the hub).