Our brand
Everything comes in three
Scroll any page on this site and the background travels: off-white, into Mist, then through one or two of our three accents, holding the last of them all the way down. It never travels to Navy. The footer arrives instead, as a field of black pixels dissolving in over whatever colour the page has landed on.
That trip is what shapes the palette. A colour strong enough to fill a pill behind Navy type is far too pale to be read as type itself, and far too heavy to lie under an entire page. So each accent is kept as three values, one per job: a bright that only fills, a deeper one that only writes, and a washed one that only grounds. They are never swapped, and none is used outside its job.
The washed values have one job: be pale enough that body copy reads on them, and close enough to each other that the page never feels like it is dimming. All three land within 10 points of the same weight, so travelling from one to the next changes the hue of the page without changing how heavy it feels.
Three colours, nine values
Each specimen below shows all three forms of one hue, each doing the job it exists for. First the bright fills a block and carries Navy type. Then the deeper value writes on Mist. Then the washed value is a whole ground, with the page’s own ink on it. Every figure is measured, not asserted.
The primary call to action, and every dot marking the Search practice
Navy type on this fill: 6.18:1
Links, labels and hairlines on Mist or White
On Mist 6.27:1 · on off-white 6.45:1
A stop on most journeys: home, About, Work, Services
Body copy on this ground: 14.77:1
Fills that need to carry weight, and the Websites practice dot
Navy type on this fill: 11.02:1
Every link hover on the site, in body copy and in headlines
On Mist 5.01:1 · on off-white 5.15:1
A stop on four journeys, and the whole run on landing pages
Body copy on this ground: 15.87:1
The index plate, and the Brand practice dot
Navy type on this fill: 11.97:1
Labels and small marks where the warm hue is wanted on Mist or White
On Mist 4.84:1 · on off-white 4.98:1
A stop on four journeys, and where the homepage finishes
Body copy on this ground: 16.23:1
What the colour sits on
Every ground is neutral: there is no cream or warm tint anywhere. Off-white opens every journey. Mist is the second stop, the light ground the deeper accents are tuned against, which is why the figures above are quoted on it. Navy is the page ground underneath everything, and it inks every bright fill. The footer is pure black.
Opens every journey, and inks every dark surface outside one.
The light page ground, and the second stop on every journey. The on-light accents are tuned against it.
The default page ground, and the ink on every light one: every journey is written in it, and it inks every bright fill.
The foreground on dark surfaces that sit outside a journey.
Pure black, edge to edge. The one surface on the site with no grain over it.
Sits behind every image while it loads, and stands in when there is none. Navy-tinted, so it sits on Navy.
The mark as drawn. Chosen so inverting it lands on a legible off-white.
One file, flipped
There is no white version of the logo. A single dark master is inverted in the browser at the same moment the type flips, so the mark and the words it sits beside always change together. That is why the master is drawn in #171717 rather than black: it is the value that inverts to a legible #e8e8e8.
#171717, 16.28:1 on off-white
#e8e8e8, 14.97:1 on Navy
Follows the page as it changes colour, and holds light while the menu is open.
Where no journey runs, the mark is simply set light and left there.
Set to twice its own proportion so the lower half is cropped away. Decorative only: the studio is already named in the text above it.
One colour each
Every service carries a colour instead of a number. A dot is a fill, so it takes the bright value on every ground. Three services each take one of the accents; the fourth, AI Builds, takes Navy, because there are four services and only three accents. Navy is the one mark that has to change with the ground: on a dark surface it turns off-white so it never disappears.
| Service | On dark | On light | Origin |
|---|---|---|---|
| Search & AI Visibility | #5c93ff | #5c93ff | Electric |
| Website Development | #4fe0b0 | #4fe0b0 | Mint |
| AI Builds | #f4f4f2 | #0d1426 | Navy, the palette dark |
| Brand | #ffc94a | #ffc94a | Sun |
Where the pairs earn their keep
Each page runs its background through a set order of colours as you scroll. Drag the slider to read the background at any point in this page’s own run. The bars below are the real runs, with each colour pinned to the point it actually arrives. Watch the weight in the readout rather than the colour: it starts at 241 on Mist and never moves more than 10 points from there, because the three washed stops, and every point between two of them, carry nearly the same weight.
The palette has moved three times, and this page moved with it
In October 2026 the palette changed as a whole. The warm cream and the near-black ground went, and so did Eucalypt, purple and pink. In came Night shift: a Navy ground, a cool Mist for light pages, and three new accents in Electric, Mint and Sun. Every light ground is now neutral grey or white.
The rules came through the change untouched, because they were never about particular colours. Brights still only fill, and always carry Navy type: Electric at 6.18:1, Mint at 11.02:1, Sun at 11.97:1. Deeper values still only write. Washes still only ground.
Before that, the accents came off the backgrounds. Readers told us the site went dark as it scrolled, and they were right: a colour sized for a pill does not survive being stretched across a viewport. The washed tier was the answer, and it is why the page you are reading stays light the whole way down. And before that, our green was a bright lime, retired because it filled beautifully and could not be read.
None of the figures on this page are typed in. They are measured from the same values the site is built from, every time the page is published, so this page cannot quietly disagree with the thing it describes.