Brand guidelines
Two fields, one gradient CTA per field, one plane. Every hex, font and rule below is the whole system — nothing else is on brand.
01 · Logo
One lockup — the plane plus the wordmark — in three colourways, all generated from a single transparent PNG master. Jet Blue on white is the default.
Primary — Jet Blue on white
White — on ink or Jet Blue fields
Black — single-colour print only
Clearspace
The dashed field shows clearspace: 30% of logo height on all sides, kept clear of type, rules and image edges.
All three are generated from one transparent PNG master. An outlined SVG master is still needed before this goes to print or to an outside designer.
02 · Colour
Every section is a rounded panel sitting on the page with breathing room around it. Each panel takes one of two field themes — mist or ink — and the CTA colour is decided by the field, not by the page. Gradients are used deliberately: the two field gradients and the button gradients. No glows, no washes behind text, no drop shadows except on the sticky header and on white cards lifting off the mist field.
Flat grey gradient #FBFBFB to #F4F4F5, pure white cards, #E3E3E6 hairlines.
CTA: Jet Blue gradient with a white label.
Used for: Hero, what actually works, proof, team, FAQ — the calm reading sections.
Blue-black gradient #0C2247 to #071630 at 42% to #030711, translucent white cards, white headlines, #9AA5B4 body. No border, no glow — identical on every dark panel including the footer.
CTA: Spectrum gradient (blue to purple to pink) with a white label.
Used for: The hero, the problem section, how it works, how we use AI, the client quotes and the footer block.
Two fields carry the whole site: neutral light grey for reading, and the blue-black ink gradient for the hero, the heavier sections and the footer. Nothing else is a field.
The CTA is a gradient and its colour is decided by the field it sits on. One button style, two field variants: Jet Blue on mist, spectrum purple-pink on ink.
Every section is a rounded panel. Cards inside stay pure white on light fields, translucent white on dark ones.
Numbers and proof. None of these is ever a button.
Used inside diagrams and stamps, never as a field and never as a button.
Three weights per field. Muted never goes below 13px.
The signature field gradient: blue-black at the top, fading to near black at the bottom, running straight down. Every dark panel and the footer use exactly this — no lighter variant, no glow wash, no border. Use it full-panel only: never on a button, never on a card, never on a light field.
03 · Typography
Display · Cabinet Grotesk 800
We write down your number. Then we beat it.
"Plus Jakarta Sans", ui-sans-serif, system-ui, sans-serif
Body · IBM Plex Sans
Your starting point is recorded at signature and never re-cut. What counts as a sale is defined before we start, not argued about after. Short sentences. Plain words. The number does the persuading.
Kickers + numbers · IBM Plex Mono
| Ad spend | $10,000 |
| Sales | 118 |
| Cost per sale | $85 |
04 · Buttons & UI
Hover shifts the fill — lighter on light surfaces, deeper on ink — and lifts the button 2px. There is never a shadow.
Specs
Radius scale
05 · In practice
The guarantee
Your starting point is recorded at signature and never re-cut. Improvement is measured against it every month.
Results ledger
Illustrative
| Line item | Baseline | Current | Change |
|---|---|---|---|
| Ad spend | $10,000 | $10,000 | — |
| Sales | 84 | 118 | +34 |
| Cost per sale | $119 | $85 | -$34 |
| Booked jobs | 41 | 63 | +22 |
| Not countedspam · duplicates · wrong numbers · existing customers | |||
Quiet section
+34
More sales per month on the same ad spend
Gradient as a hairline border and a big numeral fill. That is the whole permitted range.
06 · Ad creative
This is the section that matters most: most of the brand is seen inside an ad, not on the site.
1:1
Feed and carousel.
Keep text inside the middle 80%.
4:5
Primary feed placement.
Keep text inside the middle 80%, extra room at the bottom.
9:16
Reels and Stories.
Top 14% and bottom 20% are unsafe — UI sits there.
End frame — ink
Closes every ad.
The one ink moment: guarantee line plus one orange pill.
07 · Voice
Banned words and phrases
| Don't | Do |
|---|---|
| Unlock Game-Changing Growth With Our Revolutionary Ad System | We write down your number. Then we beat it. |
| Supercharge your ROAS with our secret sauce. | Same ad spend. 34 more sales in 30 days. |
| We're passionate about seamless, 10x performance marketing. | We don't do branding, SEO, or social posting. We buy ads. |
| Achieve a guaranteed 5x ROAS. | We record your starting point and improve on it, or you don't pay. |
The LLM brand file
Every hex with its job, the font stacks, the radius scale, the logo rules, the voice rules and the flat-fill constraint — in one markdown file.
Every section is a rounded panel sitting on the page with breathing room around it. Each panel takes one of two field themes — mist or ink — and the CTA colour is decided by the field, not by the page. Gradients are used deliberately: the two field gradients and the button gradients. No glows, no washes behind text, no drop shadows except on the sticky header and on white cards lifting off the mist field.