Kicker, headline, dek: where the chapter says what room you have walked into before it says anything else. The kicker names the room in evidence voice the way a museum labels one; the headline is editorial at the largest size the system has, because the claim carries the room; the dek walks beside the reader in system voice.
It takes all twelve columns and appears once per page. A second Hero is a second chapter, and should be a second URL.
A statement: the reader reads.
THE STATEMENT’S DISCIPLINE
Every statement is prose in the three voices — editorial for claims, system for explanation, evidence for measurement. Server-renderable, no interaction: the reader reads, and nothing about the form depends on JavaScript arriving.