www.AroundJC.com — greenfield marketing directions

Greenfield per-brand marketing directions for AroundJC (JC's personal travel site — "Experiencias, reseñas y aventuras de viaje por JC"; ES primary). Generated 2026-06-08. Doc artifact only — the live site is unchanged.

Open index.html to compare all three on the real AroundJC content (ES) with a tabbed preview.

Each direction is a complete standalone HTML landing page rendering AroundJC's REAL content and sections in Spanish: the hero ("Explorando el mundo, una historia a la vez"), the country stats (15+ países / 50+ hoteles / 100+ vuelos), featured posts (The Joule Dallas 4.5★, Pappas Bros Steakhouse 4.5★, Cane Rosso 4★, W Dallas Victory 3.5★, Las Pozas Xilitla, Valle de Jiuzhai, Horno 3 Monterrey, Disneyland guide, Amex Platinum lounge guide), the 4 category groups (Reseñas / Guías y Consejos / Destinos / Archivo de Ofertas) with all 10 categories, the "El viajero detrás de las historias" about block with JC's honest-reviews manifesto, and the footer. All real titles, locations and ratings come from src/content/blog/*.md and src/i18n/ui.ts.

Photography is represented by CSS gradient placeholders (golden-hour / coastal / jungle palettes) since the directions stage ships zero binary assets; the shipped Astro site swaps these for the real WebP hero images already in public/images/blog/. Every placeholder carries a real aria-label describing the intended photo.

Suggested

Bitácora — for a PERSONAL-brand travel site the job is editorial voice + trust, not transactional conversion. Bitácora inherits the site's real brand DNA (warm off-white paper + Fraunces, per @cloudingenium/design-tokens/css/personal.css) and elevates it to a calm, honest Kinfolk/Aman register, letting the photography be the star. Meridiano is the most cinematic/aspirational (dark ink, full-bleed hero, Condé-Nast grade) — pick it for maximum visual impact. Pasaporte is the most distinctive/ownable (an indexed field-notes + ledger + passport-stamp system) — the boldest brand statement, ideal if the asset to showcase is the 17-year archive. All three are AA-verified + reduced-motion-guarded, image-forward, and ship-correct for the real Cloudflare-hosted bilingual Astro site.

The three directions

Bitácora · `bitacora.html` — ⭐ sugerida

Refs: Kinfolk; Cereal Magazine; Aman editorial; NYT Travel
Fonts: Fraunces (variable serif, opsz 9..144, 300–600 + italic) — display voice only: hero, section openers, post titles, pull-quotes; a high-contrast literary serif, distinctly NOT a SaaS/system face. · Spectral (300/400/500 + italic) — the reading serif for body, ledes, captions. Both self-hostable via Google Fonts (the shipped Astro site self-hosts them).

Personal-brand luxury earned through restraint, not decoration: an unbleached-linen warm-neutral envelope (paper/ink/ochre) where ALL saturated colour lives in golden-hour-graded imagery, a single disciplined desaturated-ochre accent kept under ~4% coverage, and a true editorial type system (Fraunces high-contrast display as the 'voice', Spectral as the reading serif). Hierarchy is carried by size, space and weight-300 serif — never bold. It is the direction closest to the site's existing brand DNA (warm paper + Fraunces from the personal design-tokens), pushed to an Aman × Cereal register: calm, materially specific, and trust-forward (the honest-reviews manifesto front and centre).

Meridiano · `meridiano.html`

Refs: Condé Nast Traveler; NYT Travel; Aman editorial; Suitcase Magazine
Fonts: Fraunces (variable serif, opsz/wght) — magazine display headlines · Archivo (400–700 grotesque) — all utility/UI: nav, kickers, captions, buttons; a characterful grotesque, distinct from Inter/Roboto. · One amber accent system, no third typeface.

Meridiano sells the destination with the image — a deep warm-ink canvas that lets full-bleed photography breathe, with calculated gradient scrims guaranteeing white text clears 14:1+ over any image. The layout is magazine-grade and asymmetric: a 12-column grid with a large lead piece, tall and half cover-cells, a light destinations band, and a dark art-directed about panel. A single amber is the only accent (kickers, ratings, the reserve-equivalent CTA). It is deliberately the darkest, most cinematic and most aspirational of the set — the opposite of Bitácora's calm linen and Pasaporte's light index system.

Pasaporte · `pasaporte.html`

Refs: refined personal portfolios; NYT Travel (data features); Monocle; the index/archive editorial school
Fonts: Newsreader (variable serif, opsz 6..72) — literary display voice · Space Grotesk (400–700) — humanist-geometric UI sans, distinctive not Inter/Roboto · JetBrains Mono (400/500) — the field-note indexing layer: №, coordinates, ratings, years, ID-card keys.

Pasaporte earns distinction through one ownable idea: treat a 17-year travel blog (since 2009) as an indexed personal archive. A sealed 'passport plate' hero, a numbered review 'ledger' (№ / category / location / rating / year), passport-section category blocks, and an ID-card about panel turn the site's real asset — volume + history + honesty — into the design system itself. Mono is reserved strictly for metadata/coordinates; the literary serif carries the voice. It is the most structured and most distinctly branded of the three, and the least image-forward (it compensates with two full-bleed stamped cards plus the passport plate). The signature stamp + ledger row are devices no off-the-shelf blog template has.

Verification notes

Contrast: every text/background pair meets WCAG 2.1 AA (≥4.5:1 body, ≥3:1 large). Accent-on-light ochres are darkened (Bitácora #9A6A1E 4.6:1; Pasaporte #B26B12 4.6:1); accent-on-dark ambers brightened (Meridiano #E0A23C 8.6:1 AAA; on-dark ochre #D7AC60 6.4:1). Hero white-on-image relies on strengthened bottom scrims (≥14:1 target).
Motion: all transitions are gated behind @media (prefers-reduced-motion:no-preference); scroll-behavior:smooth is reset to auto under prefers-reduced-motion:reduce. No autoplay, no parallax, no motion-dependent content.
Image-forward + ES: all copy is Spanish (primary locale); image placeholders carry descriptive aria-labels mapping to the real WebP heroes.
Self-hosted fonts: each direction names a distinct, characterful pairing loaded via Google Fonts <link> here; the shipped Astro site self-hosts them.

Director's recommended pick

Bitácora. It is the lowest-risk, highest-fit default for a personal travel brand: it extends the site's existing token brand (warm paper + Fraunces) rather than fighting it, reads as a confident editorial voice (the honest-reviews thesis is the product), and keeps the photography as the hero — exactly what a 17-year review archive needs. Choose Meridiano if the priority is a bold, cinematic relaunch that maximizes visual drama; choose Pasaporte if the priority is a singular, ownable brand device (the indexed-archive system) that no competitor blog can copy.