Engagement context — Berlein Psychology (berleinpsych.com, Alexa)

Read .agents/product-marketing.md first. Roster: biz/clients/README.md · money: biz/PAYMENTS.md.

Who: Alexa Berlein — psychology practice, live client (site shipped: About side-by-side 2026-07-15, starlings split-card hero 2026-07-20). React+Vite SPA on Vercel. The ICP-A anchor reference; name cleared for public use.

Segment/ICP: ICP-A (SA health practice). Proves the story "a brand-new site from scratch for a practice" — the calm clinical register that shows range next to the bold ocean landing ("my site is the showreel; this is the register I ship for a practice").

Stage + whose move: live; founding client (terms TBD). Referral seed (one of only two: berlein + aerias). Alexa's move: copy edits (outstanding) + the case-study metric — leads generated over time — which gates the anchor asset for all ICP-A marketing. Daniel's move: ask for intros + the metric; confirm licences (below).

The angle: the named local case with numbers — once the metric exists. Until then it's a testimonial-tier "we built this" reference plus the live site itself.

Proof assets: berleinpsych.com (live); making-of-starlings write-up (craft asset, internal). Metrics file: biz/clients/berlein/METRICS.md (nothing invented).

Constraints — licences unconfirmed, marketing gated:

Droppert "Dance of the Starlings" hero clip: licence UNCONFIRMED (shipped for client review); van IJken image licence: urgent-ish, unconfirmed.
No marketing pushes that amplify the site's hero media until both are resolved.
POPIA (berlein especially): enquiries go to Alexa only — never Daniel's Discord. Current contact form uses client-side EmailJS (keys in bundle) — baseline to retire toward server-side Resend (consolidation intent, gated on COMMANDS ▶3); don't advertise the form pipeline as a feature until fixed.
Health-practice sensitivity: quiet clinical register, no hype, no client data ever.