@font-face{font-family:Libre Franklin;font-style:normal;font-weight:100 900;font-display:swap;src:url(/_next/static/media/09f6c2baa931b883-s.woff2) format("woff2");unicode-range:u+0460-052f,u+1c80-1c8a,u+20b4,u+2de0-2dff,u+a640-a69f,u+fe2e-fe2f}@font-face{font-family:Libre Franklin;font-style:normal;font-weight:100 900;font-display:swap;src:url(/_next/static/media/6b4fe0bff7871930-s.woff2) format("woff2");unicode-range:u+0301,u+0400-045f,u+0490-0491,u+04b0-04b1,u+2116}@font-face{font-family:Libre Franklin;font-style:normal;font-weight:100 900;font-display:swap;src:url(/_next/static/media/064ea76c844b54f3-s.woff2) format("woff2");unicode-range:u+0102-0103,u+0110-0111,u+0128-0129,u+0168-0169,u+01a0-01a1,u+01af-01b0,u+0300-0301,u+0303-0304,u+0308-0309,u+0323,u+0329,u+1ea0-1ef9,u+20ab}@font-face{font-family:Libre Franklin;font-style:normal;font-weight:100 900;font-display:swap;src:url(/_next/static/media/b0fde133b3c9bd9c-s.woff2) format("woff2");unicode-range:u+0100-02ba,u+02bd-02c5,u+02c7-02cc,u+02ce-02d7,u+02dd-02ff,u+0304,u+0308,u+0329,u+1d00-1dbf,u+1e00-1e9f,u+1ef2-1eff,u+2020,u+20a0-20ab,u+20ad-20c0,u+2113,u+2c60-2c7f,u+a720-a7ff}@font-face{font-family:Libre Franklin;font-style:normal;font-weight:100 900;font-display:swap;src:url(/_next/static/media/92daa4d0098aa288-s.p.woff2) format("woff2");unicode-range:u+00??,u+0131,u+0152-0153,u+02bb-02bc,u+02c6,u+02da,u+02dc,u+0304,u+0308,u+0329,u+2000-206f,u+20ac,u+2122,u+2191,u+2193,u+2212,u+2215,u+feff,u+fffd}@font-face{font-family:Libre Franklin Fallback;src:local("Arial");ascent-override:92.61%;descent-override:23.58%;line-gap-override:0.00%;size-adjust:104.31%}.__className_50a249{font-family:Libre Franklin,Libre Franklin Fallback;font-style:normal}.__variable_50a249{--font-libre-franklin:"Libre Franklin","Libre Franklin Fallback"}@font-face{font-family:Crimson 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Text;font-style:normal;font-weight:600;font-display:swap;src:url(/_next/static/media/1bf9d3bd15ef878b-s.woff2) format("woff2");unicode-range:u+0102-0103,u+0110-0111,u+0128-0129,u+0168-0169,u+01a0-01a1,u+01af-01b0,u+0300-0301,u+0303-0304,u+0308-0309,u+0323,u+0329,u+1ea0-1ef9,u+20ab}@font-face{font-family:Crimson Text;font-style:normal;font-weight:600;font-display:swap;src:url(/_next/static/media/34aa362d39abe17a-s.woff2) format("woff2");unicode-range:u+0100-02ba,u+02bd-02c5,u+02c7-02cc,u+02ce-02d7,u+02dd-02ff,u+0304,u+0308,u+0329,u+1d00-1dbf,u+1e00-1e9f,u+1ef2-1eff,u+2020,u+20a0-20ab,u+20ad-20c0,u+2113,u+2c60-2c7f,u+a720-a7ff}@font-face{font-family:Crimson Text;font-style:normal;font-weight:600;font-display:swap;src:url(/_next/static/media/c7b4fd33734710f7-s.p.woff2) format("woff2");unicode-range:u+00??,u+0131,u+0152-0153,u+02bb-02bc,u+02c6,u+02da,u+02dc,u+0304,u+0308,u+0329,u+2000-206f,u+20ac,u+2122,u+2191,u+2193,u+2212,u+2215,u+feff,u+fffd}@font-face{font-family:Crimson Text;font-style:normal;font-weight:700;font-display:swap;src:url(/_next/static/media/52c4e967c8df92fc-s.woff2) format("woff2");unicode-range:u+0102-0103,u+0110-0111,u+0128-0129,u+0168-0169,u+01a0-01a1,u+01af-01b0,u+0300-0301,u+0303-0304,u+0308-0309,u+0323,u+0329,u+1ea0-1ef9,u+20ab}@font-face{font-family:Crimson Text;font-style:normal;font-weight:700;font-display:swap;src:url(/_next/static/media/fbb17e27025aba06-s.woff2) format("woff2");unicode-range:u+0100-02ba,u+02bd-02c5,u+02c7-02cc,u+02ce-02d7,u+02dd-02ff,u+0304,u+0308,u+0329,u+1d00-1dbf,u+1e00-1e9f,u+1ef2-1eff,u+2020,u+20a0-20ab,u+20ad-20c0,u+2113,u+2c60-2c7f,u+a720-a7ff}@font-face{font-family:Crimson Text;font-style:normal;font-weight:700;font-display:swap;src:url(/_next/static/media/72b894ddc38a7cc1-s.p.woff2) format("woff2");unicode-range:u+00??,u+0131,u+0152-0153,u+02bb-02bc,u+02c6,u+02da,u+02dc,u+0304,u+0308,u+0329,u+2000-206f,u+20ac,u+2122,u+2191,u+2193,u+2212,u+2215,u+feff,u+fffd}@font-face{font-family:Crimson Text Fallback;src:local("Times New Roman");ascent-override:97.50%;descent-override:36.01%;line-gap-override:0.00%;size-adjust:97.36%}.__className_7beb14{font-family:Crimson Text,Crimson Text Fallback}.__variable_7beb14{--font-crimson-text:"Crimson Text","Crimson Text Fallback"}:root{color-scheme:light;--color-background:#f4f2e9;--color-surface:#ffffff;--color-ink:#27312d;--color-muted:#5f6863;--color-soft:#ebe8dc;--color-line:#deded9;--color-highlight:#edff69;--color-highlight-text:#27312d;--color-accent:#2f645b;--color-card:#d8e6e4;--color-hero-active-text:#eceadf;--color-hero-active-domain:#edff69;--font-display:var(--font-libre-franklin),Arial,Helvetica,sans-serif;--font-body:var(--font-crimson-text),Georgia,"Times New Roman",serif;--text-caption:0.9rem;--text-body:1.0625rem;--text-lead:1.3rem;--text-subhead:1.55rem;--text-heading:2rem;--text-display:2.5rem;--space-1:0.5rem;--space-2:0.75rem;--space-3:1rem;--space-4:1.5rem;--space-5:2rem;--space-6:3rem;--space-7:4.5rem;--space-8:6rem;--page-gutter:clamp(1.25rem,3vw,3rem);--width-wide:1360px;--width-text:820px;--width-prose:720px;--header-height:88px}@property --hero-mark-reveal{inherits:false;initial-value:100%;syntax:""}@property --headline-mark-reveal{inherits:false;initial-value:100%;syntax:""}@property --hero-outcome-reveal{inherits:true;initial-value:100%;syntax:""}*{box-sizing:border-box}html{color:var(--color-ink);font-family:var(--font-body);line-height:1.5;text-size-adjust:100%}body,html{background:var(--color-background);overflow-x:hidden;overflow-x:clip}body{margin:0;min-height:100vh}body.nav-open{overflow:hidden}body.modal-open,html.modal-open{overflow:hidden;overscroll-behavior:none}body.modal-open:before{animation:modal-backdrop-dim-enter .3s cubic-bezier(.16,1,.3,1) both;background:rgb(47 100 91/.5);background:color-mix(in srgb,var(--color-accent) 50%,transparent);will-change:opacity;z-index:71}body.modal-open:after,body.modal-open:before{content:"";inset:0;pointer-events:none;position:fixed}body.modal-open:after{animation:modal-backdrop-blur-enter .3s cubic-bezier(.16,1,.3,1) both;backdrop-filter:blur(18px);-webkit-backdrop-filter:blur(18px);will-change:backdrop-filter;z-index:70}body.modal-open.modal-exiting:before{animation:modal-backdrop-dim-exit .3s cubic-bezier(.65,0,.35,1) both}body.modal-open.modal-exiting:after{animation:modal-backdrop-blur-exit .3s cubic-bezier(.65,0,.35,1) .12s both}a{color:inherit;text-decoration-thickness:1px;text-underline-offset:.18em}img{display:block;max-width:100%}.case-study-link,.hero-kicker,.mobile-nav-pages,.post-row span,.site-brand,.site-nav,.text-link-large,h1,h2,h3,h4{font-family:var(--font-display)}h1,h2,h3,h4,p{margin:0}.site-header{align-items:center;display:flex;gap:clamp(2.5rem,6vw,5rem);justify-content:flex-start;margin-left:auto;margin-right:auto;max-width:var(--width-wide);min-height:var(--header-height);padding:0 var(--page-gutter);position:relative;width:100%;z-index:30}body:has(.writing-page[data-route=writing]) .site-header{background:var(--color-ink);color:var(--color-background);margin-bottom:calc(var(--header-height) * -1)}body:has(.writing-page[data-route=writing]){background:var(--color-surface)}body:has(.writing-page[data-route=writing]) .site-header:before{background:var(--color-ink);content:"";inset:0 calc(50% - 50vw);position:absolute;z-index:-1}body:has(.writing-page[data-route=writing]) .linkedin-link:hover,body:has(.writing-page[data-route=writing]) .site-brand:hover,body:has(.writing-page[data-route=writing]) .site-nav a:hover{color:var(--color-background)}body:has(.post-page[data-route=writing-post]){background:var(--color-surface)}.site-brand{font-size:1rem;font-weight:700;position:relative;text-decoration:none;z-index:40}.site-nav{display:flex;font-size:1rem;gap:var(--space-4)}.mobile-nav-pages a,.site-nav a{text-decoration:none}.site-nav a{display:inline-block;position:relative}.site-nav a:after{background:currentColor;bottom:-.18em;content:"";height:1px;left:0;position:absolute;right:0;transform:scaleX(0);transform-origin:left center;transition:transform .18s ease}.site-nav a:hover:after,.site-nav a[aria-current=page]:after{transform:scaleX(1)}.linkedin-link:hover,.mobile-linkedin-link:hover,.mobile-nav-pages a:hover,.site-brand:hover,.site-nav a:hover{color:var(--color-accent)}.linkedin-link:focus-visible,.menu-toggle:focus-visible,.mobile-linkedin-link:focus-visible,.mobile-nav-pages a:focus-visible,.site-brand:focus-visible,.site-nav a:focus-visible{outline:2px solid var(--color-accent);outline-offset:.35rem}.linkedin-link,.mobile-linkedin-link{font-family:var(--font-display);font-size:1.1rem;font-weight:700;line-height:1;margin-left:auto;text-decoration:none}.menu-toggle,.mobile-nav{display:none}.menu-toggle{-webkit-appearance:none;-moz-appearance:none;appearance:none;background:transparent;border:0;color:inherit;cursor:pointer;height:2.75rem;margin-left:auto;padding:0;position:relative;width:2.75rem;z-index:40}.menu-toggle span,.menu-toggle span:after,.menu-toggle span:before{background:currentColor;content:"";display:block;height:2px;left:50%;position:absolute;top:50%;transform:translate(-50%,-50%);transition:opacity .16s ease,transform .16s ease;width:1.9rem}.menu-toggle span:before{transform:translate(-50%,calc(-50% - .5rem))}.menu-toggle span:after{transform:translate(-50%,calc(-50% + .5rem))}.menu-toggle[aria-expanded=true] span{background:transparent}.menu-toggle[aria-expanded=true] span:before{background:currentColor;transform:translate(-50%,-50%) rotate(45deg)}.menu-toggle[aria-expanded=true] span:after{background:currentColor;transform:translate(-50%,-50%) rotate(-45deg)}.mobile-nav{background:var(--color-background);color:var(--color-ink);inset:0;opacity:0;pointer-events:none;position:fixed;transition:opacity .18s ease,visibility 0s linear .18s;visibility:hidden;z-index:20}.mobile-nav[data-open=true]{opacity:1;pointer-events:auto;transition:opacity .18s ease;visibility:visible}.mobile-nav-pages{align-items:center;display:flex;flex-direction:column;font-family:var(--font-body);font-size:clamp(1.9rem,8vw,2.75rem);font-weight:400;gap:clamp(.25rem,2.2vh,1rem);left:50%;line-height:1.05;position:absolute;text-align:center;top:50%;transform:translate(-50%,-50%)}.mobile-linkedin-link{bottom:clamp(3rem,9vh,5.5rem);font-size:1.25rem;left:50%;margin-left:0;position:absolute;transform:translateX(-50%)}.site-footer{background:var(--color-ink);color:var(--color-background);margin-top:var(--space-8);padding:clamp(2.25rem,4vw,3.25rem) 0 clamp(3rem,6vw,5rem);width:100%}.site-footer-inner{align-items:start;grid-column-gap:0;column-gap:0;display:grid;grid-template-columns:minmax(7rem,calc((min(100vw, var(--width-wide)) - var(--width-prose)) / 2)) minmax(0,var(--width-prose)) minmax(5.5rem,1fr);margin:0 auto;max-width:var(--width-wide);padding:0 var(--page-gutter);width:100%}:where(body:has(.hero-switchboard)) .site-footer-inner{grid-template-columns:minmax(7rem,calc(11rem + var(--space-4))) minmax(0,1fr) minmax(5.5rem,1fr)}.site-footer-label{font-family:var(--font-display);font-size:var(--text-caption);font-weight:800;letter-spacing:.01em;text-transform:uppercase}.site-footer-links{display:flex;flex-direction:column;font-family:var(--font-body);font-size:var(--text-body);font-weight:400;gap:.2rem;line-height:1.35}.site-footer a{color:inherit;text-decoration-thickness:1px;text-underline-offset:.18em}.site-footer a:hover{color:var(--color-highlight)}.site-footer a:focus-visible{outline:2px solid 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p{color:var(--color-muted);font-size:var(--text-lead);line-height:1.45;margin-top:var(--space-3);max-width:var(--width-text)}.section-heading{align-items:baseline;display:flex;justify-content:space-between;margin-bottom:var(--space-4)}.section-heading h2{font-size:var(--text-subhead)}.section-heading a{color:var(--color-muted)}.case-study-hero{aspect-ratio:2.62/1;background:var(--color-card);overflow:hidden}.case-study-hero img{height:100%;object-fit:cover;width:100%}.case-study-list{border-top:1px solid var(--color-line)}.case-study-row{align-items:stretch;border-bottom:1px solid var(--color-line);color:inherit;display:grid;grid-gap:var(--space-6);gap:var(--space-6);grid-template-columns:minmax(0,1fr) minmax(18rem,.7fr);padding:var(--space-6) 0;text-decoration:none}.case-study-copy{align-content:center;display:grid;grid-gap:var(--space-3);gap:var(--space-3);max-width:46rem}.case-study-copy 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var(--modal-pad-block));object-fit:contain;object-position:top left;width:100%}.text-link-large{font-size:var(--text-heading)}@media (max-width:900px){.hero-switchboard{--hero-headline-size:3.1rem;--hero-stage-inset:clamp(2rem,5.2vw,3rem);grid-template-areas:"stage" "triggers";grid-template-columns:1fr;max-width:min(var(--width-wide),1050px);min-height:auto}.hero-switchboard-content{display:contents}.hero-visual{max-height:none}.hero-case-list{bottom:auto;gap:.35rem;grid-column:2;grid-template-columns:1fr;justify-content:stretch;left:auto;order:2;position:static;transform:none}.hero-case-rail{align-items:start;column-gap:var(--space-6);grid-template-columns:minmax(0,1fr) minmax(18rem,22rem);justify-self:center;margin-top:var(--space-4);width:min(100%,52rem)}.hero-case-intro{grid-column:1;grid-row:1/span 2;margin:0}.hero-case-rail-title{grid-column:2}.hero-case-option{align-items:center;column-gap:var(--space-2);grid-template-columns:minmax(0,1fr) 4.75rem}.hero-case-button{justify-items:start;min-height:2.85rem;padding:.52rem .65rem;text-align:left;width:100%}.hero-case-button strong{max-width:none;white-space:nowrap}.hero-case-inline-open{align-items:center;display:inline-flex;gap:.18rem;justify-content:flex-end}.animated-headline{font-size:3.3rem}.case-study-row{grid-template-columns:1fr}.case-study-copy h3{font-size:var(--text-heading)}.case-study-preview{aspect-ratio:16/9}.case-study-modal{--modal-close-inset:var(--space-4);--modal-margin:0px;--modal-pad-inline:var(--page-gutter);inset:0;padding:var(--modal-rail-height) 0 0}.case-study-modal-rail{height:var(--modal-rail-height);inset:0 0 auto;width:auto}.case-study-modal-close{left:var(--modal-pad-inline);top:50%;transform:translateY(-50%)}.case-study-modal-close:hover span{transform:translate(calc(-50% - 4px),-50%)}.case-study-modal-close span{height:2px;width:1.65rem}.case-study-modal-close span:after,.case-study-modal-close span:before{height:2px;width:.82rem}.case-study-modal-article{gap:var(--space-2);padding-left:var(--modal-pad-inline);padding-right:var(--modal-pad-inline);transition:box-shadow .16s ease}.case-study-modal-columns{display:grid;grid-gap:var(--space-2);gap:var(--space-2);grid-template-columns:1fr;min-height:0}.case-study-modal-column{height:auto;position:static}.case-study-modal-column-inner{padding-bottom:0;transform:none}.case-study-modal[data-content-scrolled=true] .case-study-modal-article{box-shadow:inset 0 10px 10px -12px rgba(24,29,26,.34)}.case-study-modal-body,.case-study-modal-header,.case-study-modal-media{grid-column:1}.case-study-modal-header h1{font-size:var(--text-heading)}.case-study-modal-body{padding-right:0}.case-study-modal-inline-media{display:block;margin:var(--space-5) 0}.case-study-modal-media-item[data-inline-referenced=true],.case-study-modal-media[data-all-inline-referenced=true]{display:none}.case-study-modal-media-asset{max-height:none}}@media (min-width:681px) and (max-width:900px){.hero-switchboard[data-text-mode=image] .hero-visual-layer,.hero-switchboard[data-text-mode=image] .hero-visual-layer-bg{background-position:50%;background-size:cover}}@media (max-width:900px){.hero-visual-layer-emergent .hero-visual-layer-ui{right:.75rem}}@media (max-width:680px){:root{--header-height:auto}.site-header{align-items:center;flex-direction:row;gap:var(--space-3);min-height:4rem;padding-bottom:0;padding-top:0}.linkedin-link,.site-nav{display:none}.menu-toggle,.mobile-nav{display:block}.case-study,.hero,.page-intro,.post-page{margin-top:var(--space-6)}.hero-switchboard{--hero-headline-size:2.25rem;--hero-stage-inset:clamp(1.1rem,4.5vw,1.5rem);margin-top:var(--space-3)}.hero-switchboard-content{display:contents}.hero-visual{aspect-ratio:auto;height:clamp(17.25rem,72vw,20rem);margin-left:calc(var(--page-gutter) * -1);overflow:visible;width:calc(100% + var(--page-gutter) + var(--page-gutter));z-index:0}.hero-switchboard:not([data-text-mode=image]) .hero-visual:before{opacity:.3}.hero-switchboard[data-text-mode=image] .hero-visual-layer,.hero-switchboard[data-text-mode=image] .hero-visual-layer-bg{background-position:50%;background-size:cover}.hero-switchboard[data-text-mode=image] .hero-visual-layer-bg:after,.hero-switchboard[data-text-mode=image] .hero-visual-layer:after{background:linear-gradient(180deg,rgb(0 0 0/.28),rgb(0 0 0/.1) 42%,transparent 78%),linear-gradient(90deg,rgb(0 0 0/.18),rgb(0 0 0/.08) 46%,transparent 78%);content:"";inset:0;pointer-events:none;position:absolute}.hero-switchboard[data-text-mode=image] .hero-visual-layer-has-ui:after{content:none}.hero-switchboard[data-text-mode=image] .hero-visual-layer-ui{bottom:-1.6rem;right:.45rem;width:min(60vw,14.75rem)}.hero-visual-layer-emergent .hero-visual-layer-ui{aspect-ratio:1/1;bottom:-1.8rem;right:.75rem;width:min(82vw,20rem)}.hero-switchboard[data-text-mode=image] .hero-veil{display:none;margin-left:calc(var(--page-gutter) * -1);pointer-events:none;width:calc(100% + var(--page-gutter) + var(--page-gutter));z-index:1}.hero-copy{order:1;padding-left:0;padding-right:0}.hero-switchboard-headline{max-width:min(100%,21.5rem)}.hero-mobile-intro{color:#3f4943;color:color-mix(in srgb,var(--color-ink) 88%,var(--color-background));display:block;font-family:var(--font-body);font-size:calc(1rem + 1px);line-height:1.34;margin:var(--space-3) 0 0;max-width:min(100%,27.5rem);text-wrap:pretty}.hero-switchboard[data-text-mode=image] .hero-mobile-intro{display:none}.hero-case-rail{gap:var(--space-2);grid-template-columns:1fr;margin-top:var(--space-1)}.hero-case-intro{display:none;margin:0 0 var(--space-2);max-width:29rem;grid-row:auto}.hero-switchboard[data-text-mode=image] .hero-case-intro{display:none}.hero-case-rail-title{grid-column:1;margin-top:3.75rem}.hero-case-list{align-items:stretch;bottom:auto;gap:.35rem;grid-column:1;grid-template-columns:1fr;order:2;position:static;transform:none}.hero-case-option{grid-template-columns:minmax(0,1fr) 4.75rem;position:relative;transition:background-color .18s ease;z-index:0}.hero-case-option[data-active=true]{margin-left:0;margin-right:0}.hero-case-option[data-active=true]:before{background:var(--color-soft);content:"";inset:0 calc(var(--page-gutter) * -1);pointer-events:none;position:absolute;z-index:-1}.hero-case-button{min-height:2.85rem;padding:.52rem .65rem;width:100%;z-index:1}.hero-case-inline-open{z-index:1}.hero-case-button strong{max-width:none;white-space:nowrap}.animated-headline,.case-study-header h1,.page-intro h1{font-size:var(--text-heading)}.animated-headline{font-size:1.9rem}.case-study-row{gap:var(--space-4);padding:var(--space-5) 0}.case-study-copy h3{font-size:var(--text-subhead)}.writing-hero{-webkit-clip-path:polygon(0 0,100% 0,100% 94%,0 84%);clip-path:polygon(0 0,100% 0,100% 94%,0 84%);padding-bottom:calc(var(--space-7) + var(--space-3));padding-top:calc(1rem + var(--space-4))}.writing-hero-inner{gap:var(--space-4);grid-template-columns:1fr}.writing-hero h1{font-size:clamp(2.85rem,13.5vw,3.65rem);line-height:.98}.writing-hero-copy{max-width:24rem;padding-top:0}.writing-hero-copy p{font-size:var(--text-body);line-height:1.32}.writing-index-editorial,.writing-post-row{padding-top:var(--space-4)}.writing-post-row{padding-bottom:var(--space-4)}.writing-post-row h2{font-size:var(--text-heading);line-height:1.02}.post-header h1{font-size:var(--text-subhead)}.prose{font-size:1.1rem}.post-row{gap:var(--space-2);grid-template-columns:1fr}.site-footer{padding-bottom:var(--space-6);padding-top:var(--space-5)}.site-footer-inner{gap:var(--space-4);grid-template-columns:1fr 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image-ui-enter{0%{opacity:0;transform:translateX(var(--hero-layer-ui-enter-x,-1.4rem))}to{opacity:1;transform:translateX(0)}}@keyframes image-ui-exit{0%{filter:blur(0);opacity:1;transform:scale(1)}to{filter:blur(var(--hero-image-exit-blur));opacity:0;transform:scale(var(--hero-image-exit-scale))}}@keyframes term-soft-exit{0%{filter:blur(0);opacity:1;transform:translateY(0) scale(1)}to{filter:blur(.08em);opacity:0;transform:translateY(-.03em) scale(.985)}}@keyframes domain-in{0%{opacity:0;transform:translateY(.22em)}to{opacity:1;transform:translateY(0)}}@keyframes outcome-in{0%{opacity:0;transform:translateY(.14em)}to{opacity:1;transform:translateY(0)}}@keyframes outcome-mark{0%{--headline-mark-reveal:0%}to{--headline-mark-reveal:100%}}@keyframes hero-mark-reveal{0%{--hero-mark-reveal:0%}to{--hero-mark-reveal:100%}}