A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20