NeuroPulse · Sales pages design brief

The job

What NeuroPulse is. A memory programme for people aged 60 to 70 in France, Belgium, Switzerland and Quebec: three audio tracks (a 40 Hz sound frequency, listened to with headphones, 15 minutes a day) plus four PDF guides. Sold at 49 €. The author and voice is Julien Mercier, an independent science journalist. He is not a doctor and the copy never says he is.
The two pages. The Upsell 01 page, shown once, right after someone buys NeuroPulse, sells a second programme called Cerveau Jeune at 97 €. The reading page is the text version of our video sales letter: a 12-minute read that sells NeuroPulse at 49 €.
The priority. Upsell 01 first. It is the page where the money is made per visitor, and it is the shorter of the two. The reading page comes after, in a second phase.
What changes. Not the copy, not the structure, not the brand. The rhythm, the visual density and the selling blocks: hero, illustrations, product visuals, offer box, guarantee, buttons.
The mood. A calm, credible, premium letter from someone who knows the science, written for a reader with reading glasses. Direct response in its bones, not in its costume.

Who reads this page

A 65-year-old reading on a phone, often in the evening, often with glasses. They just paid 49 € and they are deciding in two minutes whether to add 97 €. Every design choice on the upsell page is measured against that person: can they read it, do they know what they get, do they know where the button is, do they trust it.

What we need from you

Four deliverables. Mobile is the primary view and gets designed first: most of our buyers are on a phone.

1 · Figma, both pages

Mobile and desktop for each page, every section, with the real copy placed. Upsell 01 in full first. The reading page in a second phase.

2 · The illustrations

Flat vector illustrations in the brand style, one per image slot (nine on the upsell page, section 06). Exported as SVG, or transparent PNG at 2x, one file per slot, named by slot number.

3 · The selling blocks as components

Offer box, guarantee block, product stack, testimonial card, callout, button, sticky mobile bar. Built as reusable components in the Figma file so both pages share them.

4 · Handoff notes

One page in the Figma file listing anything you changed in structure or order, with spacing and type values. Our developer implements in the existing site (Astro and Tailwind). You do not code.

What changes

Today both pages are a column of well-written text. A long letter for a 65-year-old needs something to look at every two or three screens, a clear product to picture, and an offer the eye can find without reading. That is the whole job. The tone stays calm; the structure gets sharper.

Bring in

A hero that fills the first phone screen and looks like the start of a letter: kicker, headline, sub-headline, one visual, author line.
A visual break every two or three screens: illustration, pull quote, callout box, product visual. Never five paragraphs in a row without one.
Callout boxes for the ideas the reader must not miss, in the pale ochre "À retenir" style we already use in the PDFs.
Pull quotes in Lora for the strongest sentences.
The product shown as a thing: audio tracks on a phone, guide covers fanned out, the whole set in one visual.
An offer box that looks like an offer box: what is included as a checklist, the value of each item, the total, the price, the guarantee seal, the button. This is the most important block on either page.
Buttons that cannot be missed: full width on mobile, 56 px tall minimum, the ochre gradient we already use. Two on the upsell page, three or more on the reading page.
A sticky bottom bar on mobile once the reader has scrolled past the offer: price and a button, dismissible.
The guarantee as a real section with the 90-day seal, not a footnote.
Full-width colour bands (marine with light text, or pale mauve) to mark the chapter changes: the product reveal, the close.

Your call

Red or a yellow highlighter on a line, if it earns its place. Our default accent is ochre and one warm accent per screen is our habit, not a law for these pages.
Photography of real-looking seniors, smiling or not, if it helps the reader see themselves. Illustration remains the default and the two styles must not fight on the same screen.
How dense the page is on desktop. Mobile is the constraint; desktop can breathe more or add a side column for the sticky offer.
Icons for the benefits, numbered steps, dividers, small badges. Anything that helps a tired eye find its way.

Not in this brief

Rewriting copy. If a sentence has to be shortened to fit a block, mark it and we rewrite it. Every word on these pages was checked for what we are legally allowed to say.
Countdown timers, stock counters, exit pop-ups, blocked back buttons. These are implementation and compliance decisions on our side, not design decisions. Do not design around them.
Text inside generated images. Titles on covers and words on seals are typeset separately in Lora, otherwise the type breaks.
Reusing illustrations from our quiz page as placeholders, even temporarily. They belong to another step of the funnel.
Light grey text, small text, tight leading. The reader is 65.

Readability floor

Body text 18 px minimum on mobile, line height around 1.6.
One reading column, 680 px maximum on desktop.
Secondary text no lighter than taupe #726B58 on cream.
Tap targets 48 px minimum, buttons 56 px.
Headings in Lora, big, with room above and below.

Upsell 01, first

Live at neuropulsefr.com/oto-01-cerveau-jeune/. Click either screenshot to see the whole page. The nine dashed boxes labelled "Image 01" to "Image 09" are the slots you fill.

Upsell 01 page, current state, narrow view

Today · narrow

Today · desktop

Click a screenshot to open it full length

What the page does

The reader has just bought NeuroPulse. The page opens with a confirmation, then asks them to do a five-second breathing exercise (close the mouth, hum on the out-breath). That exercise is the hook: they feel the vibration, and the page explains that this gesture stimulates the vagus nerve, a second lever for memory, different from the circulation lever they just bought. Cerveau Jeune is the programme that turns that gesture into a nightly practice: four audio tracks, a manual, three guides. 97 €, once, with the same 90-day guarantee.

The page is seen once and it sells in about two minutes of reading. It must stay short. Do not stretch it into a second long letter.

Keep

The order of the sections. It follows the argument and it has been checked line by line.
The confirmation bar at the top and the "do not close this page" strip. They tell the reader where they are.
The three-step exercise in a marine card. That is the hook and it is already visual.
The three moments (morning, evening, over the weeks). A ready-made graphic.
The decline link under the offer, as a plain text link. It stays readable, it stays a text link, never a button.

Weak today

No hero visual. The exercise card is the first strong element and it sits below the fold on a phone.
Nine empty image slots. The page currently has zero illustrations.
The product is a list. Nothing shows the four tracks, the manual or the three guides as objects with covers.
The offer box is a price and a button. No checklist of what is included, no value stack, no seal next to the price.
The guarantee is a paragraph with an empty image slot.
One button, far down. A reader who is convinced at the "three moments" section has nowhere to click.

Section by section

The order does not change. For each section: what is there, what we want it to become. Copy is placed as is.

Section	Today	What we want
1 · Confirmation	Green check, "Votre commande est confirmée", one line.	Keep. Make it read as a system message, not part of the letter: full-width band, compact, calm green.
2 · Warning strip	Pale mauve box, four lines of text.	Keep, tighten. It can sit closer to the hero and lose some height.
3 · Hero	Kicker, headline "Faites ceci, maintenant, pendant cinq secondes.", the three-step card, Image 01 slot, two paragraphs, author byline.	This is the block to design first. Headline and the three-step card must both be on the first phone screen. Image 01 (the woman humming) sits beside or under the card. The byline becomes a proper author block: photo of Julien (we have it, section 10), name, "Chercheur et journaliste scientifique indépendant".
4 · The second lever	Four paragraphs, Image 02 slot, a pull quote.	Image 02 (the nerve, one line from brain to belly) as a full-width illustration. The bold sentence about inflammation becomes a callout. The pull quote "Un cerveau au ralenti n'est pas un cerveau perdu." set large in Lora, mauve.
5 · Two levers, two moments	Image 03 slot, three numbered rows, a paragraph.	Image 03 (sun and headphones, moon and humming face) above three cards or a horizontal timeline: matin, soir, au fil des semaines. This section deserves a first button below it: "Oui, j'ajoute Cerveau Jeune à ma commande".
6 · The programme	Three text rows with placeholder art, then the offer box and the decline link.	A product stack: phone with the four tracks (Image 04), the manual cover (Image 05), the three guide covers in a small fan (Images 06 to 08). Then the redesigned offer box (section 07) and the decline link under it.
7 · The three guides	Three text rows with placeholder covers.	Three cards, cover on the left, title and description on the right. Covers are Images 06, 07, 08 with their titles typeset in Lora on top.
8 · The price	Kicker "Le prix", heading, three paragraphs.	Keep as text. Set "97 €, une seule fois. Pas d'abonnement, pas de prélèvement mensuel." as the callout of the section.
9 · Guarantee	Image 09 slot, a heading in Lora, two paragraphs.	A real guarantee block: the 90-day seal (we have it) large on the left, "90 jours pour vous faire votre idée" as the heading, the two paragraphs, on a pale ochre or warm white panel with a border.
10 · A word before deciding	Heading, two paragraphs, signature, then the offer box again and the decline link.	The closing letter block. Signature in Lora italic. Below it, the same offer box component as section 6, and the decline link. This is the last thing the reader sees before the FAQ.
11 · Three questions	Three native accordions.	Accordion with big tap targets, mauve chevrons, first one open.
12 · Mentions	Two paragraphs of legal text, then the site footer.	Keep as is, small but readable, taupe on cream.

Buttons

Two offer boxes (sections 6 and 10) and one plain button after the "two moments" section. All three carry the same copy: Oui, j'ajoute Cerveau Jeune à ma commande. Under every button, the reassurance line: Livraison immédiate par courriel · Garantie 90 jours. The sticky mobile bar appears after the reader passes the first offer box.

The nine images

One illustration per slot, in the style of our quiz page (below). Flat vector, thick navy outlines, simple rounded shapes, no gradients, no texture, no text. Same character in images 01 and 03. Titles on the covers and the words on the seal are typeset separately in Lora.

Style reference · our quiz page

Common style, all nine

Flat vector illustration, thick navy outlines (#16385E), simple rounded shapes, no gradients, no texture, no text. Palette limited to navy #16385E, soft blue #7BA3D0, mauve #684D75, light mauve #EDE4F0, cream #F5F1E8, one small ochre accent #E09A2C. Subject centered, generous margins, transparent background. Calm, clean, senior-friendly, no photorealism, no 3D.

Slot	Where	Format	Subject
Image 01	Hero, with the three-step card	Wide 16:7	Head and shoulders of a woman about 65, short grey hair, eyes closed, mouth closed, serene, seated upright. Three soft concentric vibration arcs from the nose and cheeks, in ochre. Relaxed shoulders.
Image 02	Second lever, after the nerve paragraph	Wide 16:7	Side profile silhouette of a torso from head to lower belly, navy outline, cream fill. Inside: a simple brain at the top, a simple stomach at the bottom, joined by one continuous ochre line passing behind the throat, past a small heart and two lungs. No labels, no arrows.
Image 03	Two moments, above the timeline	Wide 16:7	Two panels split by a thin vertical navy line. Left: a small rising sun above over-ear headphones. Right: a crescent moon above the same face as image 01, eyes closed, three small vibration arcs at the nose. Same character, same scale.
Image 04	Product stack, audio row	Portrait 3:4	A smartphone standing upright, screen showing four rounded horizontal bars of decreasing length, like a playlist, no text. Over-ear headphones leaning against the phone.
Image 05	Product stack, manual row	Portrait 3:4	Book cover, cream background. A brain split in two halves, left mauve, right navy, a soft sound wave passing through it. Small ochre disc below. Top third empty for the title "Le Manuel du Cerveau Jeune".
Image 06	Guide 1	Portrait 3:4	Book cover, cream background. A single hexagonal mineral crystal in soft blue with navy outline, resting on two overlapping green-blue leaves, small ochre disc behind. Top third empty for "Le Nutriment Oublié".
Image 07	Guide 2	Portrait 3:4	Book cover, cream background. Cross-section of a tree trunk with concentric rings in soft blue and navy, a small green sprout growing from the centre, small ochre disc behind. Top third empty for "L'âge n'est pas une fatalité".
Image 08	Guide 3	Portrait 3:4	Book cover, cream background. A calendar grid of 30 rounded squares, 6 by 5, navy outlines. First seven filled in mauve, one ochre check mark on the last filled square. Top third empty for "Votre carnet de pratique, 30 jours".
Image 09	Guarantee block	Square	We already have a 90-day seal (section 10). Use it. If you redraw it to match the covers, keep the same reading: 90, JOURS, GARANTIE, typeset separately.

On the covers. The three guide covers and the manual cover follow the same construction as our four existing NeuroPulse covers (section 10): cream ground, one central illustration, title in Lora at the top, small NeuroPulse logo at the bottom. They will be printed on the PDFs themselves, so deliver them as 3:4 covers at 1600 px wide minimum, and the flat illustration on its own as well.

The offer box

The one component that carries the sale. It appears twice on the upsell page, once on the reading page with different content. Below is our layout intent, not finished art: order and hierarchy are what matter.

Cerveau Jeune, programme complet

Tout ce que vous recevez

4 pistes audio Cerveau Jeunevaleur à venir
Le Manuel du Cerveau Jeunevaleur à venir
Guide · Le Nutriment Oubliéoffert
Guide · L'âge n'est pas une fatalitéoffert
Votre carnet de pratique, 30 joursoffert

Valeur totale~~à venir~~

97 €Paiement unique, sans abonnement

90 j

Garantie 90 jours. Un courriel suffit, remboursé sans question.

Oui, j'ajoute Cerveau Jeune à ma commande

Livraison immédiate par courriel · Garantie 90 jours

Non merci, je préfère continuer avec NeuroPulse seul. Je comprends que cette offre ne me sera pas proposée à nouveau.

Layout intent. The values in the stack are pending on our side; design the column so it works with them and without them.

Exact copy, in order

Element	Copy	Setting
Kicker	Cerveau Jeune, programme complet	Montserrat, mauve, letterspaced.
Heading	Tout ce que vous recevez	Lora, marine.
Checklist	4 pistes audio Cerveau Jeune · Le Manuel du Cerveau Jeune · Guide : Le Nutriment Oublié · Guide : L'âge n'est pas une fatalité · Votre carnet de pratique, 30 jours	Five lines, mauve ticks. Right column for the value of each line, pending.
Total	Valeur totale	Struck through, taupe. Pending.
Price	97 €	Lora, the largest element in the box.
Under the price	Paiement unique, sans abonnement	Small, taupe.
Guarantee line	Garantie 90 jours. Un courriel suffit, remboursé sans question.	With the seal, on the pale ochre panel.
Button	Oui, j'ajoute Cerveau Jeune à ma commande	Ochre gradient, marine text, full width, 56 px minimum.
Reassurance	Livraison immédiate par courriel · Garantie 90 jours	Small, taupe, centred.
Decline link	Non merci, je préfère continuer avec NeuroPulse seul. Je comprends que cette offre ne me sera pas proposée à nouveau.	Text link, taupe, underlined, readable. Never a button, never hidden.

The reading page, after

Live at neuropulsefr.com/lecture/. Same brand, same principles as the upsell page, applied to a 12-minute letter that sells NeuroPulse at 49 €. Start it only once Upsell 01 is locked.

Reading page, current state, narrow view

Today · narrow

Today · desktop

Click a screenshot to open it full length

Structure, in this order

Hero. Author line, headline "Votre mémoire ne disparaît pas. Elle s'asphyxie." with the hand-drawn highlight we already use, sub-headline, the phone visual, three bullets, reading time. Must fill the first phone screen.
Et si ce n'était pas votre âge ? The misunderstood problem.
Comment marche une mémoire en bonne santé. Illustration: blood flow feeding the brain, simple.
Un cerveau lentement affamé. An interactive chart already exists here (blood flow declining with age). Make it a visual moment, framed, with a caption.
La bonne nouvelle : le flux n'est pas figé.
Quarante hertz : le rythme Gamma. Illustration: a sound wave, 40 Hz, headphones.
Comment faire entrer ce rythme dans le cerveau, chez soi.
Voici NeuroPulse. Full-width marine band, product reveal, the bundle visual (we have it), first button.
Les premiers retours. Testimonial cards: name, age, town, quote, initials in a soft circle.
Imaginez, quelques semaines plus tard. One warm illustration.
Combien pour préserver votre mémoire ? The offer box, 49 €, three tracks plus four guides as the checklist, button.
Guarantee. Seal, heading, text, button.
Vos cadeaux d'accès fondateur. The four guide covers (we have them), value of each, button.
Deux chemins. Full-width band, the close, button.
Questions fréquentes. Accordion.
Scientific references and footer. Keep.

Illustration count: six to eight, same style as the upsell page. Buttons: sections 8, 11, 12, 13 and 14, same copy as today ("Sécuriser mon accès à NeuroPulse"). Sticky mobile bar after section 11. Detailed slot list and prompts come with phase two.

Brand

The NeuroPulse charter, as used on the site, the quiz and the PDFs. Stay inside it for structure, type and the base palette. Accents are yours to push where the page needs it (section 03).

Colour

Cream#F5F1E8Page background

Warm white#FFFDF8Cards, panels

Marine#16385EHeadings, buttons text, full-width bands

Slate#3E5875Body text

Mauve#684D75Identity accent, kickers, pull quotes, rules

Mauve pale#EDE4F0Soft bands, tags

Ochre#F2BC4E → #E09A2CButtons, highlighted panels

Ochre pale#FCF5E7Callout boxes, label #A9761F

Beige #E4DBC9 and #D6C8AC for borders and hairlines, taupe #726B58 for secondary text. Soft blue #7BA3D0 lives in the illustrations only.

Type

Lora

Headlines, section titles, pull quotes, prices, signatures. The serif is what makes the page read as a letter and not as a landing page.

Montserrat

Body text, kickers, buttons, labels, tables, everything else.

The reader is 60 to 70 years old

High contrast, big type, generous spacing, one column. If you have to choose between an elegant 16 px and a readable 18 px, choose readable. If a block is beautiful and a 65-year-old cannot find the button in it, the block is wrong.

Assets we send

Already produced, already on the site. We send the source files with the brief. Click to see large.

LogoWordmark and icon, horizontal and stacked, colour and white.

Julien MercierAuthor photo for the byline blocks.

Phone mockupThe audio player, used in the reading page hero.

90-day sealFor the guarantee blocks and the offer box.

Bundle visualProgramme on phone, tablet and laptop. Reading page reveal.

Guide covers, 1 of 4The construction to follow for the Cerveau Jeune covers.

Guide covers, 2 of 4

Guide covers, 3 of 4

Guide covers, 4 of 4The four covers together are the series the new ones join.

Also in the package: the full copy of both pages as text with headings, the colour charter, the Lora and Montserrat font files, and the existing quiz illustrations as style reference only.

Rules

Never

Change a word of the copy. Flag it, we rewrite it.
Text inside generated images. Titles and seal words are typeset in Lora.
Quiz illustrations reused on these pages, even as placeholders.
Body text under 18 px on mobile, light grey text, tight leading.
Em dashes anywhere. The separator is the middle dot "·" or a comma.
The decline link turned into a button, hidden, or made unreadable.

Always

Mobile designed first, desktop derived from it.
Lora for headings and prices, Montserrat for the rest.
The same character in images 01 and 03.
One reading column, 680 px maximum.
The button copy and reassurance line exactly as written in section 07.
Selling blocks built as components so both pages share them.

Rounds and what is pending

Rounds

Round 1. Upsell 01, mobile only, hero through the first offer box, plus images 01 and 02 finished to lock the illustration style.
Round 2. Upsell 01 complete, mobile and desktop, all nine images, offer box and guarantee as components.
Round 3. Reading page, mobile then desktop, with its own image list (sent with phase two).
Final. Exports, components, handoff notes.

Pending on our side

The value of each item in the offer box stack (upsell page and reading page). Design the column to work with and without them.
The image list and prompts for the reading page (phase two).
Payment links, tracking, pop-ups and anything that runs when the page is live. Not your concern.

Nothing pending blocks round 1. Start with the upsell hero and the two first illustrations.