Fairhand PlumbingFixed right. Priced first.Flat prices in writing before the wrench comes out.Schedule a visitDrain clearing · $140 flatWater heater swap · from $980No overtime charges

Demo brand · a father-daughter plumbing outfit serving one county

ProfessionalTier: Premium

Trust Engine

A plain-spoken service direction where guarantees, transparent pricing, and real credentials do the persuading.

Feeling: This business has nothing to hide, so the decision feels safe.
Composition: Plain promise → how the work happens → guarantees → transparent pricing → real credentials → schedule action.
Motion: Checklist ticks on scroll, hairline growth under commitments, and zero continuous decorative loops.
Guardrail: Never show invented badges, unverifiable review counts, or urgency timers on a trust page.
Best for: Home services · Insurance · Repair and maintenance · Local professional service
Tier: Premium tier. This direction has a hand-built Builder template, so Builder renders its own composition, and it carries an extended build spec: section-by-section requirements, a type scale, an alternate palette and a motion spec.

Capability sources

motion-primitives
launch-ui
launch-ui

The prompt works in any AI tool. Build this in Irie hands this direction’s agreement to Builder through a short-lived link, and Builder shows you what it imported before it generates. If that link cannot be created, Builder still opens with the prompt on your clipboard. The agreement is a structured irie.direction.v1 file you can also keep or feed to any tool that reads it.

Premium build spec

What premium means here.

Trust Engine has a hand-built Builder template, so Builder renders this composition instead of the shared generic one. It also carries the build spec below, which travels inside the downloadable agreement.

Plain promise
One sentence naming the job, the area served, and who it is for, using only claims that could be checked.
Most often goes wrong“Quality service you can trust.” A promise that cannot be falsified is not a promise.
How the work happens
The real steps in order, with what the customer does at each one and how long it takes.
Most often goes wrongThree icons labelled Plan / Build / Deliver stand in for the actual sequence.
Guarantees
The literal terms: what is covered, for how long, and what voids it.
Most often goes wrongA badge graphic replaces the terms. A guarantee with no duration is decoration.
Transparent pricing
Real prices, or the exact method by which a price is set — hourly rate, call-out fee, minimum — when jobs genuinely vary.
Most often goes wrong“Contact us for pricing” with no method, which removes the only reason this section exists.
Real credentials
Licence numbers, insurer, certifications, years in trade — each one verifiable and attributed. Rows the owner cannot substantiate are dropped, not softened.
Most often goes wrongGeneric trust badges with no issuing body behind them.
Schedule action
One booking control, the hours it is actually answered, and the response window the owner will honour.
Most often goes wrongA long qualification form appears before a price has been shown.

Type scale

Display: Plain sans at 2.25-3.5rem (36-56px), weight 600, line-height 1.1. Never above 56px: the promise has to read as a sentence someone would say out loud, and past that size it reads as a slogan.
Body: 17px at line-height 1.7, measure 58-66ch.
Meta: 14px with tabular lining numerals for every price, duration, and licence number. Proportional figures will not align down a price column, and a column that does not align reads as an estimate.

Alternate palette — Daylight key

Canvas#F4F3EF
Ink#14171A
Signal#1F5E3A

Use when the trade is daytime and outdoors — roofing, landscaping, moving, fencing. A near-black canvas reads as a night-time emergency service and quietly changes what the business appears to sell.

Motion spec

Trigger: Each commitment row entering the viewport at 40% visibility, once.
Property: The checklist tick draws with stroke-dashoffset 24 to 0; the hairline beneath each commitment scales transform: scaleX(0 to 1) with transform-origin: left.
Duration: 320ms for the tick, 700ms for the rule.
Easing: ease-out for the tick so it lands rather than swings; linear for the rule, because a rule is a measurement and easing makes it look drawn by hand.
Never moves: Prices, guarantee terms, and the schedule control. None of them may sit inside a scroll-revealed wrapper: a price that fades in is a price that can be scrolled past before it exists.

Anti-patterns

Urgency timers or “only two slots left” on a page whose whole argument is candour.
Star ratings or review counts assembled from nothing.
Pricing presented as tiers with a highlighted “most popular” when the business actually quotes per job.
Green applied to headings; it is reserved for confirmation states and the primary action, and loses its meaning the moment it decorates.
The FAQ pushed into the footer, far from the decision it answers.
A guarantee written in the passive voice so no one is named as responsible for honouring it.

Direction film

Watch it move.

An eight-second pass through Trust Engine — the palette, the composition, and the motion language the prompt asks for.

See Trust Engine built for a real business in Irie Builder

Real interpretations

The same agreement, built more than once.

Independent implementations of this direction. Each was built from the agreement alone — different hands, different code, recognisably the same direction.

Irie BuilderIrie Builder
Generated inside Irie Builder from this direction's agreement, then published to the showcase.
Open the build

Trust EngineTrust Engine

What premium means here.

Plain promise

How the work happens

Guarantees

Transparent pricing

Real credentials

Schedule action

Type scale

Alternate palette — Daylight key

Motion spec

Anti-patterns

Watch it move.

The same agreement, built more than once.

Related directions.

Quiet Authority

Proof First

Clean Ledger

Poured Form

Trust Engine