guidelines
How the brand works, in black and white. Nothing extra.
Pill-shaped logotype, custom lowercase wordmark. SVG, renders via currentColor so it adapts to any background.
Give it room. Minimum clear space equal to the pill height on all sides.
White on dark, or black on light. No color fills. No gradients. No drop shadows. No exceptions.
Two values. That's it. Hierarchy comes from opacity, not more colors. Full black for what matters most, fading down to 35% for supporting details.
Brand sprints
for fast-moving, ambitious companies.
Same caliber of work that takes agencies four months.
01 LOS ANGELES
Sounds like a person, not a brand. Says less than it could. Means every word. Never tries to sound smart.
Talking, not writing
Specific, not abstract
Short sentences with a point
Dry humor, never forced
A LinkedIn post
A pitch deck for investors
An agency that says “synergy”
Someone who just discovered copywriting formulas
Crop marks, dashed lines, numbered sections. The page feels like working drawings, not a finished brochure.
Big headlines, tight leading. Roman for primary, italic for secondary. Alignment shifts between sections. The type carries the page on its own.
Let things breathe. Content never fills the full width. If it feels empty, it’s probably right.
Black blocks sit inside the page gutter, not edge to edge. The warm white background shows around them. Sharp edges only, no rounded corners anywhere.
No border-radius on containers, cards, or sections. The brand is precise, not friendly. Rounded corners belong to a different personality.
Horizontal lines draw left to right as they enter the viewport. They replace static dashed rules between sections and act as pacing, not decoration.
Three formats. Featured: full-width dark card, massive display type. Card: warm white with border, small image left, text right. Row: text-only with dashed dividers. Layout chosen per item in the CMS.
Ordered dither as brand material. A 4x4 Bayer matrix applied to animated noise. The pixel grid is visible, intentional. Not a filter. A surface.
The dither is the before. Low resolution, not yet in focus. As the page scrolls, it clears. Noisy to sharp.
One use. The hero background. That's it. The contrast between textured and clean areas is what makes both work.
Canvas at 1/3 resolution, CSS upscaled with image-rendering: pixelated. Animated fbm noise quantized through a Bayer matrix. Respects prefers-reduced-motion.
Motion is restrained and purposeful. Things move once, in one direction, and stop. Nothing loops, bounces, or begs for attention.
A single horizontal line draws left to right when it enters the viewport. 1.2s duration, ease-out curve. Fires once. Used between every major section across the site.
Words fade up individually as they scroll into view. Staggered by 40ms per word. Used for closing statements and pull quotes. Never for body copy.
CTA buttons pull slightly toward the cursor on hover. Subtle, physical. The only interactive motion on the page beyond scroll-triggered reveals.