Brand style guide
A working reference so future edits stay on-brand. Internal page — linked quietly from the footer, not from primary navigation.
Color
Dominant impression: Plaster space and air, anchored by Evergreen. Clay, Rosewood, and Champagne Gold appear only as restrained accents — never as large blocks.
Typography
Headings: Canela Regular; Canela Italic for editorial emphasis. This build substitutes Fraunces (its soft, chiseled contrast sits closer to Canela than Playfair). Swap in licensed Canela for production.
Body: Neue Haas Grotesk Regular; Light for captions. This build substitutes Inter, the brief’s sanctioned fallback. Swap in licensed Neue Haas Grotesk for production.
Both substitutions are declared in one place — the --serif and --sans tokens at the top of src/styles.css, alongside the font stylesheet link in src/routes/__root.tsx.
The “a” mark: the brand logo asset (high-contrast serif “a” with dotted arc) — never redraw it; use the supplied files. Wordmark: lowercase, generously letterspaced serif. Tagline: THE ART OF POTENTIAL — letterspaced caps, Clay on light backgrounds and Champagne on Evergreen, set beneath a thin Champagne rule; hero and footer only.
Photography
Candid, close-up, human. Natural light, film grain, muted earth tones. Hands, notebooks, coffee, walking conversations, plaster walls.
Never: boardrooms, glass towers, conference tables with laptops, posed corporate headshots, stock-photo handshakes.
Voice rules
Kinfolk × HBR × Brené Brown. Elegant, warm, intelligent, occasionally playful, never trying too hard. Short, breathing sentences. Single lines may stand alone.
Never: hustle language, self-help language, urgency tactics, exclamation-heavy enthusiasm, “take it to the next level,” “we’re here for it!”
No published pricing anywhere. Always: “Engagements are customized based on scope.”