Our brand
Everything comes in two
Scroll any page on this site and the background travels — off-white, through cream, through one or more of our three accents, down to near-black. When it crosses from light to dark the type switches with it, in one step rather than fading through grey.
That trip is what shapes the palette. A colour bright enough to fill a block behind black type is far too pale to be read as type itself once the page turns light. So each accent is kept as two values: a bright one that only ever fills, and a deeper one that only ever writes. They are never swapped, and neither is used alone.
Three colours, six values
Each specimen below shows both halves of a pair doing the job it is for. On the left the bright value fills a block and carries black type. On the right the deeper value writes on cream. Every contrast figure is measured, not asserted.
The primary call to action, and a stop on most journeys
Black type on this fill — 6.87:1
Links, labels and hairlines once the background turns light
On cream 5.40:1 · on off-white 5.70:1
A journey stop, and fills that need to carry weight
Black type on this fill — 7.45:1
Every link hover on the site, in body copy and in headlines
On cream 7.74:1 · on off-white 8.16:1
A journey stop, and fills that need to carry weight
Black type on this fill — 6.81:1
Held in reserve — no consumer yet, but the safe value exists
On cream 5.74:1 · on off-white 6.06:1
What the colour sits on
Off-white opens every journey and near-black closes it. Cream is the second stop, and the ground the deeper accents are tuned against — which is why their figures above are quoted on it.
Opens every journey, and inks the dark half of one.
The second stop on every journey. The on-light accents are tuned against it.
Closes every journey, and inks every bright fill.
What the light half is written in. A half-step softer than the page black.
The foreground on dark surfaces that sit outside a journey.
The panel that closes every page.
Sits behind every image while it loads, and stands in when there is none.
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 — 15.65:1 on black
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. Three reuse a brand accent; two extend the set, because there are five services and only three accents. Each is shown on both grounds — three share a hue with a stop on some journey, so a single value would disappear the moment the page reached its own colour.
| Service | On dark | On light | Origin |
|---|---|---|---|
| Search & AI Visibility | #5fa98a | #2f6b52 | Eucalypt |
| Website Development | #b08eff | #5326b8 | Purple |
| AI Builds | #ffb545 | #8a4a00 | Extends the set |
| Data | #5ec8ff | #0a5f8f | Extends the set |
| Brand | #ff5fa8 | #b31259 | Pink |
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, and watch the type switch as it crosses the threshold. The bars below are the real runs, with each colour pinned to the point it actually arrives.
The threshold moved once, and the whole palette moved with it
Our green used to be a bright lime. It was retired because it was a light colour wearing dark colour’s job: it filled beautifully and could not be read. Its replacement sits mid-way between light and dark, which meant the point at which the type flips had to move too — otherwise the green would have arrived carrying off-white type at 2.53:1, when black on the same green reads at 6.87:1.
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.