decisions-log.mdTHE PROJECT · INTERNALdecisions-log.mdTHE PROJECT · INTERNAL| Date | Decision | Approver | Status |
|---|---|---|---|
| ~2026-07 | "Custom LLM" name + trademark secured; ™ after "Custom LLM" only | Dana* + attorney | LOCKED |
| ~2026-07 | Public posture: neutral holding company that acquired both Apex and the field network | Leadership | SUPERSEDED 2026-08-08 (one-story rebrand row below) |
| ~2026-07 | Apex + the field network keep operating names ~12 months post-announcement | Leadership | LOCKED |
| 2026-08-04 | Retention: match the field network pricing ≥18mo; meet-or-beat TAT | Leadership | SUPERSEDED 2026-08-08 by the written terms (conflict filed as Q-21) |
| 2026-08-04 | Announcement target Sept 1 2026 (soft; may slip to Oct 1) | Leadership | ACTIVE |
| 2026-08-04 | Brand sprint scope: options → leadership top-2 → one revision round | Avery* | ACTIVE |
| 2026-08-04 | New brain for Custom LLM (not an Apex-brain override); ~50% Apex carry-over minus all branding; incremental | Jordan* + Sami* + Avery* | ACTIVE |
| 2026-08-05 | Brand OS built as full working system per color direction; First Draft = direction 1 of 5, sent to Avery* | Jordan* | PROPOSED |
Open decisions = the Q register (root file).
| 2026-08-06 | Midnight preferred as the lead direction ("most well received") — pending formal leadership pick | Avery* (working) | ACTIVE · renamed "Evergreen" 2026-08-08 (same direction, same palette — see row below) |
|---|---|---|---|
| 2026-08-08 | Lead direction renamed "Midnight" → "Evergreen" — the old name came from the retired water-themed set (First Draft / Deep Draft / Gilt Draft) and read as oceanic, while the winning palette is deep space, electricity and precision metal. "Evergreen" is already in the token vocabulary (Harbor: "steel tempered by heat and pressure; engineered strength") and carries the double meaning of hardened-by-process and measured. Nothing else changed: same 12 tokens, same marks, same motion. | Jordan* | ACTIVE |
| 2026-08-06 | Red retired; Electric Orange #FF6B1C as the flag/energy accent, license expanded beyond trim; alternates (coral/burnt/salmon/yellow) rendered for leadership | Avery* + Jordan* | ACTIVE |
| 2026-08-06 | Gold dropped from Midnight; Copper family (#245D63/#A8B6B7/#A8B6B7) as the warm metal; Chrome stays lead; Paper White confirmed | Avery* + Jordan* | ACTIVE |
| 2026-08-06 | Apex Devices / Health / Global / Group .com bundles purchased (new GoDaddy acct, APEXINST card) — SEO/squatter protection; final family pick open | Avery* | LOCKED (purchase) |
| 2026-08-07 | The 12 Custom LLM color names locked into the Brand OS (Midnight Green, Paper White, Sea Glass, Harbor, Tide, Inkwell, Mist, Basalt, Stone, Electric Orange, Chrome, Copper), each with a printed rationale | Jordan* | ACTIVE |
| 2026-08-07 | Brand OS v0.6: dual-view (Presentation / Full Spec), executive opener, sample-content mocks — the leadership-ready cut | Jordan* | PROPOSED to leadership |
| 2026-08-08 | POSITIONING SUPERSEDED: the public frame is a MERGER OF STRENGTHS ("1+1=3", internally "=5") — the holding-company/never-say-rebrand rule is retired | Leadership (GTM + integration session) | LOCKED |
| 2026-08-08 | Day-1 naming: endorser approach, both brands — working line "a Custom LLM company" (integration alignment; GTM drafts say "an Apex Instruments company" — Q-20 confirms) · Apex drops customer-facing (the K in Custom LLM is the homage) · "National" phases out · standalone Custom LLM in ~24 months | Mercado*/Whitfield/Kovach | ACTIVE |
| 2026-08-08 | Messaging: the two-layer message (doctor continuity-first / corporate combined-strength) + the Five Pillars + the message wall (internal "help is here" only) | Leadership ("naming and messaging, boom, done") | LOCKED |
| 2026-08-08 | Written retention terms adopted (6-mo rate lock, Continuity Guarantee, $500 equipment credit, 12-mo CE, FedEx 2nd Day) — supersedes the 18-mo verbal figure pending Q-21 | GTM v4.1 | ACTIVE |
| 2026-08-08 | Day-1 cascade dates locked: Aug 25 T-7 sign-off · Aug 28 T-4 manager briefings · Aug 31 go/no-go · Sep 1 hour-by-hour | GTM §5–6, §11 | LOCKED |
| 2026-08-08 | PR agency shortlist: HarlowReeve, Redwing Studio, NinefoldBranding — select within the week | GTM §6.3 | ACTIVE |