Brand guide

For anyone writing or drawing this front of the site, including a model. Not in the main navigation. The older studio guide remains at brand.html and is a different system. Do not mix them.

Voice

Plain English, en-GB. Short sentences. No exclamation marks. Do not use seamless, cutting-edge, leverage, supercharge, unlock, powerful, robust, game-changing, transform, dive in, stunning, incredible, revolutionary, or innovative. Do not name a target job title. Do not invent clients, numbers, or employers. LinkedIn is the employment record.

Colour and type

Paper is warm newsprint. Ink is near-black. One cobalt is used for links. One rust is used for a small mark, not for alarms. Display type is Familjen Grotesk. Body type is Literata. Art is flat, abstract, and has no people, no robots, and no circuit patterns.

Structure

Welcome, then Risk, Cost, Enablement, then the roadmap read through those three lenses, then Links when that shelf exists. The homepage is for a human. As a bot is the same facts, shorter, with links. The knowledge source is what a model should treat as canonical, and the plain-text twin is llms.txt.

Art

Homepage images live in assets/home. scripts/gemini-art.py regenerates them with Gemini when GEMINI_API_KEY is set and the image quota allows it. The files committed on 3 October 2026 were not made by Gemini. The free-tier image quota was zero that day.