The PETRUZZI Advisory brand, to the tiniest detail.

PETRUZZI Advisory is the independent transfer pricing practice that brings peer-reviewed academic rigor to the kind of cases the Big Four can't take impartially.

Every design decision and every line of copy must serve this sentence. If a choice cannot trace back to it, the choice doesn't belong on the site.

Three commitments

1. Independent by construction.

   Boutique, founder-led, no audit conflicts. Independence is the entire proposition. We never try to look as big as the Big Four; we lean into being smaller, sharper, more independent.

2. Peer-reviewed at every turn.

   Every claim earns its place: numbered citations, named OECD paragraphs, named cases, published book covers. The site reads as research, not marketing copy.

3. Quietly authoritative.

   WU Vienna meets Wachtell. No urgency, no superlatives, no “world-class.” Restraint earned by specificity. Reference quality: Aman, Lanserhof, Aesop, Maison Margiela.

The PETRUZZI Advisory logo is a navy infinity-with-heart mark paired with a Fraunces wordmark where “PETRUZZI” is set in ink at text-2xl tracking-tight and “Advisory” is the finishing accent in gold-deep.

The lockup

The mark, isolated

Clear space + sizing

• Minimum clear space around the lockup equals the height of the mark.
• Minimum mark size: 24px (favicon); minimum wordmark size: 16px.
• On dark surfaces the mark is white-tinted viafilter: brightness(0) invert(1)(used in the CTA pill inverted variant).

Do / Don't

The brand identity colour is navy. It carries every primary CTA, every cinematic depth moment, and every dark surface accent. Gold is finishing: rules, hairlines, eyebrow dots, single-phrase emphasis. Gold is never a primary CTA fill, never a major surface, never the dominant accent.

Primary · Navy

Secondary · Gold (finishing only)

Surfaces (bone realm)

Text (ink scale)

Locked surface rule

Sections never use ink, navy, or any dark fill as their background. Bone and bone-soft are the only allowed section surfaces. Dark surfaces only appear as:

• The hero photograph overlay (navy-deep over a Vienna still).
• The cinematic CTA closer before the footer.
• The RequestAndFaq booking card (navy-deep panel, mark in a bone circle, bone CTA pill).

Do / Don't

Two families, both via next/font/google, self-hosted, zero layout shift. No monospace, no italics anywhere. Emphasis is upright gold-deep on bone, gold-soft on navy.

Fraunces · Display

Inter · Body

The type scale (locked)

The eyebrow standard

Usage rules (locked)

• No italics anywhere. Emphasis is upright gold-deep (on bone) or gold-soft (on navy) via <span className="text-gold-deep">. Never <em> or the italic Tailwind class.
• No em dashes (U+2014 or U+2013) in any author-controlled string. Use colon after labels, soft comma for clauses, hyphen for compounds.
• No uppercase on labels. Eyebrows, button labels, data rows render in calm Title Case. Acronyms (OECD, BEPS, TP, MAP, APA, CbCR, WU, UN) keep their case naturally.
• No monospace. The .mono class aliases .label (Inter font-medium, letter-spacing 0.01em).
• One phrase of emphasis per heading. Never two.

The register is academic gravitas at the edge of advisory: WU Vienna, Wachtell, Slaughter & May, the masthead of International Transfer Pricing Journal. NOT Big Four consulting brochures, NOT compliance-vendor copy, NOT LinkedIn thought-leadership influencers.

The 50-word rule

Four tone modes

1. Editorial

   Hero, manifesto, cinematic CTA

   “Transfer pricing isn't compliance. It's how multinational businesses tell the truth about value.”

2. Curatorial

   Expertise + service body, founder bio, publications

   “The arm's length pricing of intra-group financial guarantees raises three discrete questions: implicit support, fee basis, and substance. We answer each with the OECD's 2020 Chapter X framework, not the lender's templates.”

3. Hospitality

   Contact, request-a-consultation, FAQ answers

   “Your first conversation is unhurried. Bring the structure you're working with, the time pressure you're under, and any documentation already on the file. We'll scope from there.”

4. Technical

   Affiliations data, citation footers, methodology callouts

   Tax Notes International 118 (6/2025), pp. 2021–2029 · Petruzzi / Myzithra

Five headline patterns

Anti-patterns (banned)

• Adjective stacking: revolutionary, cutting-edge, world-class.
• Mission-statement-ese: “We are committed to”, “We strive to”, “We believe in”, “Our mission”.
• Generic urgency: “Don't miss out”, “Book now”.
• Scale claims: “Global team of X”, “Y countries served”. Petruzzi's differentiator is the opposite of Big-Four scale.
• Vague proof: “decades of experience”,“deep expertise”. Replace with the concrete artefact (a book, a paper, a UN publication, an editorial role).
• Generic CTAs: Click here, Get started, Learn more, Submit, Sign up.

The locked copy register

These seven strings are LOCKED. Only the copy-doctor subagent + Thabrew sign-off can change them.

1. Brand position: PETRUZZI Advisory is the independent transfer pricing practice that brings peer-reviewed academic rigor to the kind of cases the Big Four can't take impartially.
2. Hero H1: “Independent transfer pricing. Peer-reviewed at every turn.”
3. Manifesto opener: “Transfer pricing isn't compliance. It's how multinational businesses tell the truth about value. We don't sell scale. We bring the only opinion with nothing to gain from the answer being yours.”
4. Closer H1: “Begin with a second opinion.”
5. Founder one-line: “An academic-grade practice for the cases that demand impartial expertise.”
6. CTA label:“Book a Consultation”
7. Photography disclaimer: “Photography is for illustrative purposes. Images do not depict actual clients of PETRUZZI Advisory.”

CTAPill · main variant

Book a ConsultationHover the pill: the bone circle scales 26× over 2500ms with cubic-bezier(0.16, 1, 0.3, 1), the brand mark spins 360° over 1200ms, text crossfades to navy.

CTAPill · inverted variant (for dark surfaces)

Book a ConsultationUsed on hero overlay, cinematic closer, request-card surface.

Marquee · affiliations strip

Motion is information. If a motion doesn't communicate something, it doesn't belong on the site. Cadences are calm (700–1400ms), easings decelerating; never spring-bouncy, never web2.0-quick.

Motion tokens (in globals.css @theme)

Twelve named signatures

• WordReveal — hero word-fade-up on mount (700ms / word, 40ms stagger)
• ScrollWordHighlight — manifesto + philosophy scroll-driven word color shift
• PhotoOrbit / AffiliationsOrbit — scroll-driven floating photos around a centred headline
• CardsConverging — services / expertise grid choreography
• Counter — every stat (1400ms, editorial ease)
• Marquee — affiliations strip (40s cycle, slow speed, paused on hover)
• FloatingCTA — sticky Request-a-Consultation pill after scroll > 0.85vh
• AnchorNav — sticky in-page nav on long pages
• PageTransition — route changes
• Parallax — hero + cinematic CTA
• StarStagger — deferred until first testimonials with consent
• CursorFollower — optional, deferred

Lenis is the smooth-scroll baseline (1.1s duration, editorial ease-out, smooth wheel on). All signature motion respects prefers-reduced-motion with a static fallback that conveys the same intent.

Frame canvas

The entire site sits inside a rounded card with bone padding around it.

• Mobile: 16px sides / 80px top / 16px bottom / 28px radius
• Desktop (md+): 50px sides / 104px top / 50px bottom / 50px radius
• Header sits in the top bone band; only top corners are rounded.

Section canvas radius

Every section canvas: rounded-[28px] md:rounded-[50px]. Exception: the thin Marquee at rounded-[15px].

Inner container

Every section's inner container: mx-auto max-w-7xl px-5 sm:px-6 md:px-10 py-20 sm:py-24 md:py-32.

• Body text clears 4.5:1 contrast. Large text (≥18pt or ≥14pt bold) clears 3:1. UI components (buttons, form borders) clear 3:1.
• Visible focus ring on every interactive element: outline: 2px solid var(--color-gold); outline-offset: 2px;.
• Semantic HTML throughout. Heading hierarchy with no skipped levels.
• Skip-to-main link is the first focusable element on every page.
• Every signature motion respects prefers-reduced-motion.
• Auto-moving content (Marquee) has a manual pause control (WCAG 2.2.2).

• Navy is the primary brand color. Gold is finishing only.
• Sections never use ink, navy, or any dark fill as their flat background.
• No italics anywhere. Emphasis = upright gold-deep on bone or gold-soft on navy via a span.
• No em-dashes anywhere in author-controlled strings (.tsx / .ts / .md / .css / comments).
• No uppercase tracking on labels. Calm Title Case at small size.
• One phrase of emphasis per heading. Never two. The seven anchor strings (above) cannot be changed without sign-off.
• Every section canvas: rounded-[28px] md:rounded-[50px].
• The site lives inside the frame-canvas wrapper; any horizontal scroll carousel subtracts the 16/50px gutter.
• Universal CTA = CTAPill component, with the 2500ms expanding-circle + 1200ms favicon-spin animation. No bespoke buttons.