diff --git a/index.html b/index.html
index 8e1074e..c409fb8 100644
--- a/index.html
+++ b/index.html
@@ -15,7 +15,7 @@
       href="https://fonts.googleapis.com/css2?family=Source+Sans+3:wght@400;500;600&display=swap"
       rel="stylesheet"
     >
-    <link rel="stylesheet" href="styles.css?version=contact-form-inset">
+    <link rel="stylesheet" href="styles.css?version=editorial-expansion-2">
   </head>
 
   <body id="top">
@@ -32,7 +32,7 @@
           <ul class="primary-navigation-list">
             <li><a class="primary-navigation-link" href="#work">Work</a></li>
             <li><a class="primary-navigation-link" href="#philosophy">Philosophy</a></li>
-            <li><a class="primary-navigation-link" href="#journal">Journal</a></li>
+            <li><a class="primary-navigation-link" href="#approach">Approach</a></li>
             <li><a class="primary-navigation-link" href="#contact">Contact</a></li>
           </ul>
         </nav>
@@ -51,7 +51,7 @@
         <div class="homepage-hero-introduction">
           <span class="brand-occasion-mark" aria-hidden="true">✦</span>
           <p>
-            Luxury seasonal environments for hotels, automotive brands, private estates,
+            Luxury seasonal environments for hospitality, automotive brands, private estates,
             and remarkable places.
           </p>
           <a class="editorial-text-link" href="#philosophy">
@@ -95,12 +95,17 @@
             </h2>
 
             <div class="philosophy-supporting-copy">
-              <p>
-                The most extraordinary spaces do not need decoration. They need intention.
+              <p class="philosophy-brand-thesis">
+                We don’t decorate for the holidays. We compose the season.
               </p>
               <p>
-                We work with architecture—never against it—to create environments that feel
-                timeless, inviting, and unforgettable.
+                Noel Design Atelier creates bespoke holiday installations that feel as though
+                they were always meant to belong. Every garland follows the architecture. Every
+                ribbon serves a purpose. Every light contributes to atmosphere.
+              </p>
+              <p>
+                The most memorable seasonal environments do not compete with the room. They
+                complete it. True luxury is not louder. It is more thoughtful.
               </p>
               <a class="editorial-text-link" href="#approach">
                 Our approach <span aria-hidden="true">→</span>
@@ -127,8 +132,8 @@
                 the season.
               </p>
               <p>
-                Fresh cedar. Antique brass. Hand-tied velvet. Glass catching candlelight. The
-                result feels elevated because every detail belongs.
+                Fresh cedar, antique brass, hand-tied velvet, and glass catching candlelight are
+                chosen and placed with intention.
               </p>
               <a class="editorial-text-link" href="#work">
                 Explore our work <span aria-hidden="true">→</span>
@@ -145,6 +150,35 @@
               </div>
             </figure>
           </div>
+
+          <div class="approach-principles-grid" aria-label="Noel Design Atelier brand principles">
+            <article class="approach-principle">
+              <span class="approach-principle-index" aria-hidden="true">I.</span>
+              <h3>Curated</h3>
+              <p>
+                Every installation is intentionally composed. Nothing feels accidental. Nothing
+                feels excessive.
+              </p>
+            </article>
+
+            <article class="approach-principle">
+              <span class="approach-principle-index" aria-hidden="true">II.</span>
+              <h3>Crafted</h3>
+              <p>
+                Natural materials. Artisan techniques. Meticulous execution. Luxury reveals
+                itself through detail.
+              </p>
+            </article>
+
+            <article class="approach-principle">
+              <span class="approach-principle-index" aria-hidden="true">III.</span>
+              <h3>Remembered</h3>
+              <p>
+                Decorations come down. The feeling remains. Great seasonal design becomes part
+                of the space’s story.
+              </p>
+            </article>
+          </div>
         </div>
       </section>
 
@@ -159,8 +193,9 @@
           <div class="work-heading-grid">
             <h2 class="oversized-editorial-title" id="work-title">Wonder.</h2>
             <p class="work-introduction-copy">
-              Every installation tells the story of the season—through gathering, wonder,
-              detail, and the memories guests carry forward.
+              Every installation tells the story of the season. Noel composes more than visual
+              beauty: environments that awaken emotion, inspire connection, and leave a lasting
+              impression.
             </p>
           </div>
 
@@ -173,7 +208,13 @@
               >
                 <span>Monumental Christmas tree in a grand room</span>
               </div>
-              <figcaption>Hospitality <span>— Seattle, Washington</span></figcaption>
+              <figcaption>
+                <span class="work-project-category">Luxury hospitality</span>
+                <span class="work-project-description">
+                  A monumental focal point designed to stop guests in their tracks through
+                  beauty, not scale alone.
+                </span>
+              </figcaption>
             </figure>
 
             <figure class="work-gallery-secondary-figure">
@@ -184,7 +225,13 @@
               >
                 <span>Candlelit table composed for a seasonal gathering</span>
               </div>
-              <figcaption>Private estate <span>— Medina, Washington</span></figcaption>
+              <figcaption>
+                <span class="work-project-category">Private estates</span>
+                <span class="work-project-description">
+                  Warmth and gathering composed around the traditions a family returns to year
+                  after year.
+                </span>
+              </figcaption>
             </figure>
 
             <figure class="work-gallery-detail-figure">
@@ -195,35 +242,75 @@
               >
                 <span>Velvet ribbon and antique brass detail</span>
               </div>
-              <figcaption>Craft <span>— The details that remain</span></figcaption>
+              <figcaption>
+                <span class="work-project-category">Material and detail</span>
+                <span class="work-project-description">
+                  Hand-tied velvet, antique brass, and reflected light; luxury found in what
+                  people almost miss.
+                </span>
+              </figcaption>
             </figure>
           </div>
         </div>
       </section>
 
-      <section class="editorial-section journal-section" id="journal" aria-labelledby="journal-title">
-        <div class="site-width-boundary journal-content-grid">
-          <div class="journal-heading-content">
-            <p class="section-context-label section-context-label-red">From the journal</p>
-            <h2 class="journal-title" id="journal-title">The art of arrival.</h2>
-            <p class="journal-summary-copy">
-              A seasonal entrance is a promise. Long before guests reach the tree, the doorway
-              establishes warmth, rhythm, and a sense of occasion.
-            </p>
-            <a class="editorial-text-link editorial-text-link-light" href="#contact">
-              Begin your season <span aria-hidden="true">→</span>
-            </a>
+      <section class="editorial-section client-fit-section" id="places" aria-labelledby="client-fit-title">
+        <div class="site-width-boundary">
+          <div class="client-fit-content-grid">
+            <div class="client-fit-heading-content">
+              <p class="section-context-label section-context-label-brass">Who we design for</p>
+              <h2 class="client-fit-title" id="client-fit-title">Designed for remarkable places.</h2>
+              <p class="client-fit-positioning-copy">
+                Noel Design Atelier exists where luxury hospitality, timeless craftsmanship,
+                and seasonal storytelling become one experience.
+              </p>
+              <a class="editorial-text-link editorial-text-link-light" href="#contact">
+                Start a conversation <span aria-hidden="true">→</span>
+              </a>
+            </div>
+
+            <figure class="client-fit-image-figure">
+              <div
+                class="photography-placeholder photography-placeholder-landscape"
+                role="img"
+                aria-label="Grand doorway framed with fresh cedar and warm lights"
+              >
+                <span>Grand doorway framed with fresh cedar and warm light</span>
+              </div>
+            </figure>
           </div>
 
-          <figure class="journal-image-figure">
-            <div
-              class="photography-placeholder photography-placeholder-landscape"
-              role="img"
-              aria-label="Detail of a grand doorway framed with fresh cedar and warm lights"
-            >
-              <span>Grand doorway framed with fresh cedar and warm light</span>
-            </div>
-          </figure>
+          <div class="client-fit-category-grid" aria-label="Client and environment categories">
+            <article class="client-fit-category">
+              <h3>Luxury hospitality</h3>
+              <p>
+                Hotels, destination properties, and gathering spaces shaped by arrival and
+                atmosphere.
+              </p>
+            </article>
+
+            <article class="client-fit-category">
+              <h3>Automotive and flagship retail</h3>
+              <p>
+                Branded environments where seasonal design must complement identity and
+                architecture.
+              </p>
+            </article>
+
+            <article class="client-fit-category">
+              <h3>Private estates</h3>
+              <p>
+                Personal compositions created for family traditions, celebration, and memory.
+              </p>
+            </article>
+
+            <article class="client-fit-category">
+              <h3>Select events</h3>
+              <p>
+                Seasonal settings designed to welcome, gather, and be remembered.
+              </p>
+            </article>
+          </div>
         </div>
       </section>
 
@@ -292,7 +379,7 @@
           <ul>
             <li><a href="#work">Work</a></li>
             <li><a href="#philosophy">Philosophy</a></li>
-            <li><a href="#journal">Journal</a></li>
+            <li><a href="#approach">Approach</a></li>
             <li><a href="#contact">Contact</a></li>
           </ul>
         </nav>
diff --git a/styles.css b/styles.css
index 8be7de5..35e5cd6 100644
--- a/styles.css
+++ b/styles.css
@@ -370,7 +370,7 @@ ul {
 }
 
 .editorial-statement-title {
-  grid-column: 5 / 10;
+  grid-column: 5 / 9;
   font-family: var(--font-family-editorial);
   font-size: clamp(2.4rem, 4vw, 4.5rem);
   font-weight: 400;
@@ -386,11 +386,22 @@ ul {
 }
 
 .philosophy-supporting-copy {
-  grid-column: 10 / 13;
+  grid-column: 9 / 13;
+  max-width: 32rem;
   color: var(--color-softened-black);
   font-size: 0.95rem;
 }
 
+.philosophy-brand-thesis {
+  color: var(--color-noel-red);
+  font-family: var(--font-family-editorial);
+  font-size: 0.74rem;
+  font-weight: 600;
+  letter-spacing: 0.12em;
+  line-height: 1.65;
+  text-transform: uppercase;
+}
+
 .philosophy-supporting-copy p + p,
 .approach-supporting-copy p + p {
   margin-top: 1.5rem;
@@ -431,6 +442,49 @@ ul {
   margin-top: -1.5rem;
 }
 
+.approach-principles-grid {
+  display: grid;
+  grid-template-columns: repeat(3, minmax(0, 1fr));
+  margin-top: clamp(4.5rem, 8vw, 8rem);
+  border-top: 1px solid var(--color-antique-brass);
+  border-bottom: 1px solid var(--color-antique-brass);
+}
+
+.approach-principle {
+  min-width: 0;
+  padding: clamp(2rem, 4vw, 3.5rem);
+}
+
+.approach-principle + .approach-principle {
+  border-left: 1px solid var(--color-antique-brass);
+}
+
+.approach-principle-index {
+  display: block;
+  margin-bottom: clamp(2.5rem, 5vw, 4.5rem);
+  color: var(--color-antique-brass);
+  font-size: 0.67rem;
+  font-weight: 600;
+  letter-spacing: 0.12em;
+}
+
+.approach-principle h3,
+.client-fit-category h3 {
+  font-family: var(--font-family-editorial);
+  font-size: clamp(0.9rem, 1.2vw, 1.1rem);
+  font-weight: 400;
+  letter-spacing: 0.12em;
+  line-height: 1.35;
+  text-transform: uppercase;
+}
+
+.approach-principle p {
+  max-width: 28rem;
+  margin-top: 1.25rem;
+  color: var(--color-softened-black);
+  font-size: 0.9rem;
+}
+
 .work-section {
   border-top-color: rgba(244, 237, 227, 0.18);
   background: var(--color-noel-black);
@@ -449,11 +503,12 @@ ul {
 }
 
 .work-heading-grid .oversized-editorial-title {
-  grid-column: 1 / 10;
+  grid-column: 1 / 9;
 }
 
 .work-introduction-copy {
-  grid-column: 10 / 13;
+  grid-column: 9 / 13;
+  max-width: 28rem;
   padding-bottom: 0.6rem;
   color: rgba(244, 237, 227, 0.74);
   font-size: 0.92rem;
@@ -482,45 +537,52 @@ ul {
 }
 
 .work-gallery-grid figcaption {
-  display: flex;
-  justify-content: space-between;
-  gap: 1rem;
-  padding-top: 1rem;
+  display: grid;
+  grid-template-columns: minmax(8rem, auto) minmax(0, 1fr);
+  gap: clamp(1rem, 2vw, 2.5rem);
+  align-items: start;
+  padding-top: 1.25rem;
   border-top: 1px solid rgba(244, 237, 227, 0.34);
-  font-size: 0.69rem;
+}
+
+.work-project-category {
+  color: var(--color-antique-brass);
+  font-size: 0.67rem;
   font-weight: 600;
   letter-spacing: 0.12em;
-  line-height: 1.4;
+  line-height: 1.45;
   text-transform: uppercase;
 }
 
-.work-gallery-grid figcaption span {
-  color: var(--color-antique-brass);
-  text-align: right;
+.work-project-description {
+  max-width: 34rem;
+  color: rgba(244, 237, 227, 0.7);
+  font-size: 0.82rem;
+  line-height: 1.55;
 }
 
-.journal-section {
+.client-fit-section {
   border-top: 0;
   background: var(--color-noel-red);
   color: var(--color-weathered-paper);
 }
 
-.journal-content-grid {
+.client-fit-content-grid {
   display: grid;
   grid-template-columns: repeat(12, minmax(0, 1fr));
   align-items: center;
   gap: clamp(3rem, 7vw, 7rem);
 }
 
-.journal-heading-content {
+.client-fit-heading-content {
   grid-column: 1 / 6;
 }
 
-.section-context-label-red {
+.section-context-label-brass {
   color: var(--color-antique-brass);
 }
 
-.journal-title,
+.client-fit-title,
 .contact-title {
   margin-top: 2rem;
   font-family: var(--font-family-editorial);
@@ -531,7 +593,7 @@ ul {
   text-transform: uppercase;
 }
 
-.journal-summary-copy {
+.client-fit-positioning-copy {
   max-width: 29rem;
   margin-top: 2rem;
   color: rgba(244, 237, 227, 0.82);
@@ -541,10 +603,38 @@ ul {
   color: var(--color-weathered-paper);
 }
 
-.journal-image-figure {
+.client-fit-image-figure {
   grid-column: 6 / 13;
 }
 
+.client-fit-category-grid {
+  display: grid;
+  grid-template-columns: repeat(4, minmax(0, 1fr));
+  margin-top: clamp(4rem, 7vw, 7rem);
+  border-top: 1px solid rgba(244, 237, 227, 0.34);
+  border-bottom: 1px solid rgba(244, 237, 227, 0.34);
+}
+
+.client-fit-category {
+  min-width: 0;
+  padding: clamp(1.75rem, 3vw, 3rem);
+}
+
+.client-fit-category + .client-fit-category {
+  border-left: 1px solid rgba(244, 237, 227, 0.34);
+}
+
+.client-fit-category h3 {
+  color: var(--color-antique-brass);
+}
+
+.client-fit-category p {
+  max-width: 24rem;
+  margin-top: 1.25rem;
+  color: rgba(244, 237, 227, 0.76);
+  font-size: 0.86rem;
+}
+
 .contact-section {
   background: var(--color-weathered-paper);
 }
@@ -755,7 +845,8 @@ ul {
   }
 
   .philosophy-supporting-copy {
-    grid-column: 6 / 11;
+    grid-column: 6 / 13;
+    max-width: 32rem;
     margin-top: 1rem;
   }
 
@@ -768,21 +859,33 @@ ul {
   }
 
   .work-heading-grid .oversized-editorial-title {
-    grid-column: 1 / 9;
+    grid-column: 1 / 8;
   }
 
   .work-introduction-copy {
-    grid-column: 9 / 13;
+    grid-column: 8 / 13;
   }
 
-  .journal-heading-content {
+  .client-fit-heading-content {
     grid-column: 1 / 7;
   }
 
-  .journal-image-figure {
+  .client-fit-image-figure {
     grid-column: 7 / 13;
   }
 
+  .client-fit-category-grid {
+    grid-template-columns: repeat(2, minmax(0, 1fr));
+  }
+
+  .client-fit-category:nth-child(3) {
+    border-left: 0;
+  }
+
+  .client-fit-category:nth-child(n + 3) {
+    border-top: 1px solid rgba(244, 237, 227, 0.34);
+  }
+
   .contact-heading-content {
     grid-column: 1 / 6;
   }
@@ -837,7 +940,7 @@ ul {
   .approach-content-grid,
   .work-heading-grid,
   .work-gallery-grid,
-  .journal-content-grid,
+  .client-fit-content-grid,
   .contact-content-grid {
     display: block;
   }
@@ -897,7 +1000,7 @@ ul {
     max-width: 22rem;
   }
 
-  .journal-image-figure {
+  .client-fit-image-figure {
     margin-top: 3.5rem;
   }
 
@@ -918,6 +1021,42 @@ ul {
   }
 }
 
+@media (max-width: 40rem) {
+  .approach-principles-grid {
+    grid-template-columns: minmax(0, 1fr);
+    margin-top: 4rem;
+  }
+
+  .approach-principle {
+    padding: 2.25rem 0;
+  }
+
+  .approach-principle + .approach-principle {
+    border-top: 1px solid var(--color-antique-brass);
+    border-left: 0;
+  }
+
+  .approach-principle-index {
+    margin-bottom: 2rem;
+  }
+
+  .client-fit-category-grid {
+    grid-template-columns: minmax(0, 1fr);
+    margin-top: 4rem;
+  }
+
+  .client-fit-category {
+    padding: 2rem 0;
+    border-left: 0;
+  }
+
+  .client-fit-category + .client-fit-category,
+  .client-fit-category:nth-child(3) {
+    border-top: 1px solid rgba(244, 237, 227, 0.34);
+    border-left: 0;
+  }
+}
+
 @media (max-width: 32rem) {
   :root {
     --site-horizontal-padding: 1.25rem;
@@ -953,7 +1092,7 @@ ul {
     font-size: clamp(3.7rem, 18vw, 5.5rem);
   }
 
-  .journal-title,
+  .client-fit-title,
   .contact-title {
     font-size: clamp(2.75rem, 13vw, 4.1rem);
   }
@@ -962,9 +1101,9 @@ ul {
     display: block;
   }
 
-  .work-gallery-grid figcaption span {
+  .work-project-description {
     display: block;
-    margin-top: 0.35rem;
+    margin-top: 0.75rem;
     text-align: left;
   }