# Brand — HopSkipDrive

Editor handbook for **cms-edit** agents. Authoritative detail: repo `docs/website-guide.md` (not in this pack). When in doubt, prefer **live CMS clone sources** and this pack’s playbooks over Figma experiments.

## Who we are

HopSkipDrive provides **technology-enabled supplemental student transportation** — safe, reliable rides for children, youth in foster care, students with special needs, and other vulnerable populations.

**Mission:** Create opportunity through mobility; **safety first**.

**Values to reflect:** safety, care, equity, technology that stays human.

## Voice

| Do | Don't |
|----|--------|
| Warm, professional, clear | Boastful, corporate jargon |
| Confident and direct | Cold or purely technical |
| Inclusive; people-first | Stigmatize riders or families |
| Specific outcomes (attendance, safety, access) | Vague “innovation” without substance |

## Audiences

| Audience | Needs | Example paths |
|----------|-------|----------------|
| School districts / co-ops | Safety, RideIQ, RouteWise AI™, reliability | `/schools`, offerings |
| Families / caregivers | Trust, how it works, app | `/families` |
| CareDrivers | Apply, requirements, resources | `/drive` (label “CareDrivers”) |
| Counties / government | Access programs, compliance | `/government-agencies` |
| Nonprofits | Impact, rides for nonprofits | `/nonprofits`, `/impact` |
| Press / partners | News, stories | `/newsroom`, `/blog` |

## Terminology (required)

| Use | Avoid |
|-----|--------|
| **CareDriver** | “Care Driver”, bare “driver” for platform drivers |
| **RouteWise AI™** | “Routwise”, “route wise” |
| **RideIQ** | Generic “ride platform” when naming the product |
| **HopSkipDrive** | “Hop Skip Drive” in body copy |
| **Supplemental transportation** | Implying full yellow-bus replacement unless intentional |
| **McKinney-Vento** | Missing hyphen |

CareDrivers **nav label** vs URL: label = CareDrivers; hub path = **`/drive`**.

## Visual rules (website)

- **Font:** DM Sans only on the marketing site  
- **Orange CTAs:** one primary orange action per section; orange is precious  
- **Colours:** use CMS colour pickers / theme tokens — do not invent hex in free text  
- **Icons:** prefer CMS assets titled `icon …` (navy + brand orange)  
- **Images:** only Contentful (or newly uploaded) assets — never invent CDN URLs  
- **Photography:** authentic CareDrivers, students, families; warmth + professionalism  

Token hex conflicts (site vs brand book) are **deferred post go-live** — do not “fix” colours in CMS to match the PDF without an engineering ticket.

## CTAs and forms

- Primary destinations: quote/contact (`/quote`, `/connect-with-us`), CareDriver apply (`/drive` flows), app download  
- Reuse HubSpot form configuration from clone pages — **do not invent form IDs**  
- Legal/policy bodies: no marketing CTAs without counsel  

## Contact (canonical)

Read `cms-edit://customer/site-facts` for phone and support email. Prefer those values over inventing new contact lines.

## Playbook routing

| Work | Resource |
|------|----------|
| General marketing pages | `cms-edit://customer/pages` |
| Schools / Families / CareDrivers hubs | `cms-edit://customer/audience-hubs` |
| Safety / RouteWise / Supplemental | `cms-edit://customer/offering-pages` |
| McKinney-Vento, IEP, government, etc. | `cms-edit://customer/program-vertical-pages` |
| Legal/policy | `cms-edit://customer/legal-policy-pages` |
| Quote / thank-you | `cms-edit://customer/utility-landing-pages` |
| Articles | `cms-edit://customer/articles` |
| People bios | `cms-edit://customer/people` |
| City `/drive/{slug}` | `cms-edit://customer/location-pages` |

## Component guidance

When available, read per-type guidelines under `cms-edit://customer/components/<slug>` or `collections/<slug>` (see `components-index` / `collections-index`). Prefer types already on the **clone source** page.