13 files changed, 97 insertions, 92 deletions
diff --git a/.build.yml b/.build.yml
index 6cde9a1..6ef217c 100644
--- a/.build.yml
+++ b/.build.yml
@@ -4,14 +4,14 @@ packages:
   - rsync
   - zola
 sources:
-  - git@git.sr.ht:~rbdr/ruben.bdr.sh
+  - git@git.sr.ht:~rbdr/www.holistic.services
 secrets:
   - a1e0e3da-c1ad-473a-ad69-8878f267a628
   - deedaf0c-1534-445d-a9b8-0910b22478b4
 tasks:
   - generate: |
-      cd ruben.bdr.sh
+      cd www.holistic.services
       zola build
   - sync: |
-      cd ruben.bdr.sh/public
-      rsync -r . deploy@conchos.bdr.sh:/srv/http/ruben.bdr.sh
+      cd www.holistic.services/public
+      rsync -r . deploy@conchos.bdr.sh:/srv/http/www.holistic.services
diff --git a/content/_index.md b/content/_index.md
index b0dbc3b..85c9ad2 100644
--- a/content/_index.md
+++ b/content/_index.md
@@ -5,62 +5,67 @@ description = "Freelance Software Engineer | iOS, macOS, Web & Backend Developme
   <section id="introduction">
     {% window(title="Welcome.") %}
         <img src="/img/selfie.png" alt="A pixel-art portrait of Rubén doing a peace sign and sticking his tongue out" />
-        <p>Howdy! I'm Rubén Beltrán del Río, a freelance software engineer based in Berlin. I build iOS and macOS apps, web applications, backend services, and help teams with technical leadership. Looking for some help with your project? I might be able to help!</p>
+        <p>
+        Howdy! I'm Rubén, a freelance software engineer and technical leader
+        based in Berlin. I love building software and helping teams figure out
+        <em>how</em> to build: how systems of people and technology, processes,
+        and culture can make the difference between chaos and meaningful work.
+        </p>
     {% end %}
   </section>
-  <section id="services">
-    <section>
-      <h2>I can help you build.</h2>
-      <ul>
-        <li><strong>Fast, accessible websites</strong> with <abbr title="Search Engine Optimization">SEO</abbr> optimization and cutting edge web development best practices.</li>
-        <li><strong>Native iOS, iPadOS, and macOS apps</strong> using Swift, Catalyst, SwiftUI, or UIKit.</li>
-        <li><strong>Scalable backend services</strong> with great observability, clear documentation, and cloude-native infrastructure.</li>
-        <li><strong>End-to-end data pipelines</strong> from tracking planning, to <abbr title="Extract-Load-Transform">ELT</abbr>/<abbr title="Extract-Transform-Load">ETL</abbr> workflows that deliver accurate and actionable analytics insights.</li>
-        <li><strong>Infrastructure as code</strong> that can orchestrate and manage all your services on AWS, Scaleway, Azure or any cloud provider.</li>
-      </ul>
-    </section>
-    <section>
-      <h2>Optimize and improve.</h2>
-      <ul>
-        <li><strong>Supply chain analysis</strong> to reduce risk from dependencies across different languages and packaging ecosystems.</li>
-        <li><strong><abbr title="Continuous Integration">CI</abbr> &amp; <abbr title="Continuous Delivery">CD</abbr> automation</strong> to improve code quality, testing, and deployment.</li>
-        <li><strong>Cloud cost optimization</strong> through right-sizing, architecture improvements, and spending analysis for AWS, GCP, Azure and other cloud providers.</li>
-        <li><strong><abbr title="Large Language Models">LLM</abbr> integration &amp; optimization</strong> using custom tooling, prompt engineering, and Model Context Protocol (MCP) servers.</li>
-      </ul>
-    </section>
-    <section>
-      <h2>Or help your team go fast.</h2>
-      <ul>
-        <li><strong>AI transformation</strong>. Teach your organization how to work with AI, and build the right tools to support it.</li>
-        <li><strong>Upskill your team</strong>, and bring them up to speed with new technologies, architecture patterns or processes.</li>
-        <li><strong>Build a product engineering mindset</strong> and ehelp your product and engineering teams speak the same language, and work closer together.</li>
-        <li><strong>Experimentation mindset</strong> to enable your team to design, execute, and interpret A/B tests and multivariate experiments.</li>
-        <li><strong>Systems analysis</strong> to streamline your operations by understanding how your team, resources and processes come together, finding chokepoints, and reducing waste.</li>
-      </ul>
+  <section id="intro" class="columns">
+      <article>
+        <p>I've spent over 20 years helping teams — whether it's startups
+        just shipping their first product, to scale-ups experiencing growing
+        pains. As a tech lead, I've seen this familiar picture: legacy systems
+        that hinder more than they help, unpredictable release cycles that
+        add more bugs than value, and teams good at moving code but not
+        moving the needle.</p>
+      </article>
+      <article>
+        <p>I work <strong>holistically</strong> because problems rarely have
+        their root in just one place. A slow release pipeline that looks like
+        a technical issue, reveals itself to be a trust problem when you look
+        under the surface. A product launch failing to achieve its goals seems
+        like a clear case of poor planning, but instead reveals how different
+        parts of the organization have a different language and view of reality.
+        I help teams understand the big picture, and find solutions that can
+        address their problems at every level.</p>
+      </article>
     </section>
+  <section class="columns">
+      <a role="button" href="https://fantastical.app/rbdr/initial-consultation">Book a call.</a>
+      <a role="button" href="mailto:hello@holistic.services?subject=Howdy%2C%20I%27d%20like%20to%20work%20with%20you%21&body=Hi%20Rub%C3%A9n%2C%0D%0A%0D%0AI%20saw%20the%20contact%20form%20on%20your%20website%20and%20would%20like%20to%20see%20if%20we%20can%20work%20together%20on%20my%20project%3A%0D%0A%0D%0A%3CTell%20me%20a%20bit%20about%20your%20project%20here%3E%0D%0A%0D%0ABest%2C%0D%0A%3CYour%20Name%3E"><label>Send an e-mail.</label></a>
   </section>
-  <section id="skills">
-    <section class="textured">
-    <h2>Ain't that right!</h2>
-    <p>With over 25 years of experience, I've worked with big and small teams, ad-supported and sales-driven products, bootstrapped startups looking to launch, and established companies looking to scale up. I've worked with all sorts of stacks:</p>
-    <ul>
-      <li><strong>Languages:</strong> JavaScript, Rust, Ruby, Python, PHP, Swift, Objective-C.</li>
-      <li><strong>Cloud Providers:</strong> AWS, Scaleway, Cloudflare, Google Cloud, Azure.</li>
-      <li><strong>CI Systems:</strong> GitHub, Gitlab, CircleCI, TravisCI, Jenkins, Bitrise.</li>
-      <li><strong>Database Systems:</strong> PostgreSQL, MySQL/Aurora, Redis, MongoDB, Apache Cassandra, Snowflake.</li>
-      <li><strong>Analytics Software:</strong> Google Analytics, Amplitude, PostHog, Indicative.</li>
-    </ul>
-    </section>
-    {% window(title="Get in touch.") %}
-        <p>You can book a call to tell me about your project face to face. Or you if you prefer text, you can send me an e-mail!</p>
-        <a role="button" href="https://fantastical.app/rbdr/initial-consultation">Book a call.</a>
-        <a role="button" href="mailto:hello@work.bdr.sh?subject=Howdy%2C%20I%27d%20like%20to%20work%20with%20you%21&body=Hi%20Rub%C3%A9n%2C%0D%0A%0D%0AI%20saw%20the%20contact%20form%20on%20your%20website%20and%20would%20like%20to%20see%20if%20we%20can%20work%20together%20on%20my%20project%3A%0D%0A%0D%0A%3CTell%20me%20a%20bit%20about%20your%20project%20here%3E%0D%0A%0D%0ABest%2C%0D%0A%3CYour%20Name%3E"><label>Send an e-mail.</label></a>
-    {% end %}
-  </section>
-  <section id="testimonials">
-    <section class="textured">
-      <h2>But don't take my word for it.</h2>
-      <p>Here's what some lovely people have to say about me.</p>
-    </section>
+  <section id="services" class="columns lighttexture">
+    <article>
+    <h2>How I Can Help.</h2>
+    <p><strong>Sometimes you need someone to roll up their sleeves and build</strong>: Plan a system, put your product in your customers' hands, and have an infrastructure you can trust not to wake you up at night.</p>
+    <p><strong>Sometimes you need help seeing the problem clearly</strong>: A second pair of eyes on a difficult problem, a diagnosis of why things seem harder and slower than they should, or a training that can change the way your team works.</p>
+    <p>I can do both.</p>
+    </article>
+    <article>
+    <h2>What Does That Look Like?.</h2>
+    <p>One team's releases took months and shipped broken. I helped them
+    move to predictable weekly releases that consistently shipped with zero
+    major bugs.</p>
+    <p>Another team's website took over 2 seconds to load. We got it under
+    100ms at the 95th percentile, which helped SEO rankings climb steadily
+    afterwards.</p>
+    <p>And one of the most common problems I encounter: several teams were
+    fighting a legacy system and spending their days fighting fires. We deleted
+    hundreds of thousands of lines of code, and started with a simple system
+    that led the team to finally work on new features and improvements.</p>
+    </article>
   </section>
+  <section id="book" class="columns darktexture">
+  <article>
+
+  ## Let's talk!
 
+  You can book a call or send me an e-mail to tell me about your project or problem, I might be able to help!
+
+  <a role="button" href="https://fantastical.app/rbdr/initial-consultation">Book a call.</a>
+  <a role="button" href="mailto:hello@work.bdr.sh?subject=Howdy%2C%20I%27d%20like%20to%20work%20with%20you%21&body=Hi%20Rub%C3%A9n%2C%0D%0A%0D%0AI%20saw%20the%20contact%20form%20on%20your%20website%20and%20would%20like%20to%20see%20if%20we%20can%20work%20together%20on%20my%20project%3A%0D%0A%0D%0A%3CTell%20me%20a%20bit%20about%20your%20project%20here%3E%0D%0A%0D%0ABest%2C%0D%0A%3CYour%20Name%3E"><label>Send an e-mail.</label></a>
+  </article>
+  </section>
diff --git a/static/css/style.css b/static/css/style.css
index 9125736..6b95e9c 100644
--- a/static/css/style.css
+++ b/static/css/style.css
@@ -1,6 +1,23 @@
 /* Font Faces */
 @font-face {
   font-family: 'Libre Caslon';
+  src: url('/font/LibreCaslonText[wght].woff2') format('woff2-variations');
+  font-weight: 400 700;
+  font-style: normal;
+  font-display: swap;
+  size-adjust: 100%;
+}
+
+@font-face {
+  font-family: 'Libre Caslon';
+  src: url('/font/LibreCaslonText-Italic[wght].woff2') format('woff2-variations');
+  font-weight: 400 700;
+  font-style: italic;
+  font-display: swap;
+}
+
+@font-face {
+  font-family: 'Libre Caslon Condensed';
   src: url('/font/LibreCaslonCondensed[wdth,wght].woff2') format('woff2-variations');
   font-weight: 400 700;
   font-stretch: 75% 100%;
@@ -10,7 +27,7 @@
 }
 
 @font-face {
-  font-family: 'Libre Caslon';
+  font-family: 'Libre Caslon Condensed';
   src: url('/font/LibreCaslonCondensed-Italic[wght].woff2') format('woff2-variations');
   font-weight: 400 700;
   font-style: italic;
@@ -24,8 +41,11 @@
   --foreground: #000019;
   --foreground-emphasis: #191919;
   --selection-color: #ccc;
-  --font-display: 'Libre Caslon', 'Times New Roman', 'Georgia', serif;
-  --font-body: 'Helvetica Neue', Helvetica, Arial, sans-serif;
+  --font-display: 'Libre Caslon Condensed', 'Times New Roman', Georgia, serif;
+  --font-body: 'Libre Caslon', 'Times New Roman', Georgia, serif;
+  --font-windows: 'Helvetica Neue', Helvetica, Arial, sans-serif;
+  /* There's an issue with Helvetica Neue Bold's glyph sizing that wrecks the grid. */
+  --font-windows-bold: Helvetica, Arial, sans-serif;
   --root-font-size: 1rem;
   --base-grid: 1.5625rem;
   --radius: 4px;
@@ -51,7 +71,7 @@ li,p {
   transform: translateY(7px);
 }
 strong {
-  font-family: Helvetica, Arial, sans-serif;
+  font-family: var(--font-body);
   color: var(--foreground-emphasis);
   font-weight: 700;
   line-height: 1;
@@ -87,7 +107,6 @@ button {
 
 .textured {
   h2, p, ul {
-    -webkit-text-stroke: calc(8 * var(--border-width)) var(--background);
     paint-order: stroke fill;
   }
 }
@@ -253,7 +272,7 @@ main {
   }
 }
 
-#services {
+.columns {
   column-gap: calc(2 * var(--base-grid));
   row-gap: calc(3 * var(--base-grid));
   padding: calc(2 * var(--base-grid));
@@ -264,7 +283,7 @@ main {
   justify-content: center;
   flex-wrap: wrap;
 
-  section {
+  article {
     flex: 1;
     min-width: calc(13 * var(--base-grid));
     max-width: calc(25 * var(--base-grid));
@@ -280,33 +299,11 @@ main {
 
 }
 
-#skills, #testimonials {
-  column-gap: calc(4 * var(--base-grid));
-  display: flex;
-  flex-wrap: wrap;
-  padding: calc(2 * var(--base-grid));
-  row-gap: calc(3 * var(--base-grid));
-  width: 100%;
-
-  @media (max-width: 425px) {
-    padding: calc(2 * var(--base-grid)) var(--base-grid);
-  }
-
-  section {
-    flex: 1;
-    min-width: calc(13 * var(--base-grid));
-
-    @media (max-width: 360px) {
-      min-width: calc(100vw - 3 * var(--base-grid));
-    }
-  }
-}
-
-#skills {
+.darktexture {
   background-image: url('/img/darkgrid.svg');
 }
 
-#testimonials {
+.lighttexture {
   background-image: url('/img/lightgrid.svg');
 }
 
@@ -357,8 +354,11 @@ footer {
 
 .window {
 
+  font-family: var(--font-windows);
+
   .titlebar {
     border-bottom: var(--border-width) solid #000;
+    font-family: var(--font-windows-bold);
     padding: calc(6 * var(--border-width)) calc(8 * var(--border-width)) calc(6 * var(--border-width)) ;
     line-height: calc(9 * var(--border-width));
     text-align: center;
diff --git a/static/font/LibreCaslonText-Italic[wght].woff2 b/static/font/LibreCaslonText-Italic[wght].woff2
new file mode 100644
index 0000000..a771694
--- /dev/null
+++ b/static/font/LibreCaslonText-Italic[wght].woff2
diff --git a/static/font/LibreCaslonText[wght].woff2 b/static/font/LibreCaslonText[wght].woff2
new file mode 100644
index 0000000..336029c
--- /dev/null
+++ b/static/font/LibreCaslonText[wght].woff2
diff --git a/static/font/Ronzino-Bold.woff2 b/static/font/Ronzino-Bold.woff2
deleted file mode 100644
index 440957c..0000000
--- a/static/font/Ronzino-Bold.woff2
+++ /dev/null
diff --git a/static/font/Ronzino-BoldOblique.woff2 b/static/font/Ronzino-BoldOblique.woff2
deleted file mode 100644
index 29038fa..0000000
--- a/static/font/Ronzino-BoldOblique.woff2
+++ /dev/null
diff --git a/static/font/Ronzino-Medium.woff2 b/static/font/Ronzino-Medium.woff2
deleted file mode 100644
index 6161f9c..0000000
--- a/static/font/Ronzino-Medium.woff2
+++ /dev/null
diff --git a/static/font/Ronzino-MediumOblique.woff2 b/static/font/Ronzino-MediumOblique.woff2
deleted file mode 100644
index 0879928..0000000
--- a/static/font/Ronzino-MediumOblique.woff2
+++ /dev/null
diff --git a/static/font/Ronzino-Oblique.woff2 b/static/font/Ronzino-Oblique.woff2
deleted file mode 100644
index 0b4e1ac..0000000
--- a/static/font/Ronzino-Oblique.woff2
+++ /dev/null
diff --git a/static/font/Ronzino-Regular.woff2 b/static/font/Ronzino-Regular.woff2
deleted file mode 100644
index b8763ad..0000000
--- a/static/font/Ronzino-Regular.woff2
+++ /dev/null
diff --git a/static/img/darkgrid.svg b/static/img/darkgrid.svg
index 58c586f..d49ef97 100644
--- a/static/img/darkgrid.svg
+++ b/static/img/darkgrid.svg
@@ -1,4 +1,4 @@
 <svg xmlns="http://www.w3.org/2000/svg" width="4" height="4">
-  <rect x="0" y="0" width="1" height="1" fill="black"/>
-  <rect x="2" y="2" width="1" height="1" fill="black"/>
+  <rect x="0" y="0" width="1" height="1" fill="#aaa"/>
+  <rect x="2" y="2" width="1" height="1" fill="#aaa"/>
 </svg>
diff --git a/static/img/lightgrid.svg b/static/img/lightgrid.svg
index e16971b..7f7318c 100644
--- a/static/img/lightgrid.svg
+++ b/static/img/lightgrid.svg
@@ -1,4 +1,4 @@
 <svg xmlns="http://www.w3.org/2000/svg" width="6" height="6">
-  <rect x="0" y="0" width="1" height="1" fill="black"/>
-  <rect x="3" y="3" width="1" height="1" fill="black"/>
+  <rect x="0" y="0" width="1" height="1" fill="#aaa"/>
+  <rect x="3" y="3" width="1" height="1" fill="#aaa"/>
 </svg>