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What we want to convey

We are not trying to appeal to the mass market. Our goal is not to be another horizontal, undifferentiated project management tool. The world doesn’t need another Asana, Trello, Linear, Notion, Airtable, Monday.com, ClickUp, Jira, Wrike etc. We are focused specifically on marketing teams. Great marketing is part art, part science. You need both, and we are the best platform on the planet to manage the science part.

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What we want to look and sound like

Our aim is to look and feel less like a brand agency and more like engineering company - think GitHub and SpaceX, not Ogilvy and WPP. Words that reflect who we are:
Science, testing, process, evidence, data, numbers, data, hypotheses, experiments, frameworks, metrics, logic, evidence, analytics, rigour, agile and measurable.
Words we try to avoid:
Art, brand, opinions, beliefs, uncertainty, big bets, media, agency, awareness, powerpoint, opinions, assumptions and annual planning.

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Inspired by Attio

We love Attio (https://attio.com/) as a new company competing in the ultra competitive CRM space. They have achieved differentiation with a high-end engineering feel:
  • No loud primary colours
  • Dark neutrals
  • Lots of whitepsace
  • Minimal distractions (minimal but not cold)
  • Strong typography
  • Subtle gradients
CleanShot 2025-10-27 at 23.03.00@2x.png For more info see https://strategybreakdowns.com/p/how-attio-does-design. We also like https://knock.app/.

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Colours

Whever possible aim to stick with the default base theme in Flux (light) https://fluxui.dev/themes. CleanShot 2025-10-27 at 23.05.16@2x.png This is similar to the default shadcn (light) theme https://ui.shadcn.com/themes. CleanShot 2025-10-27 at 23.11.38@2x.png
UsageColourValuesApplication
Primary / Base ColourNeutral Grey (Zinc)Hex Code
#27272a RGB Code
rgb(39,39,42) HSL Code hsl(240,3.7%,15.9%), oklch(27.4% 0.006 286.033)		The majority of the application and UI including text, backgrounds, panels, form controls, borders, secondary buttons, nav items, icons and links.
Accent ColourNeutral Grey (Zinc)Hex Code
#27272a RGB Code
rgb(39,39,42) HSL Code hsl(240,3.7%,15.9%), oklch(27.4% 0.006 286.033)		The color of primary action buttons and other interactive elements. Use sparingly when needing an element to stand out or to reinforce (e.g. error states) *
For more information see https://tailwindcss.com/docs/colors. Also consider semantic colours where necessary e.g.
  • Green = Positive
  • Yellow / Orange=Warning
From the Flux UI theme builder: 
@theme {

    --color-accent: var(--color-zinc-800);

    --color-accent-content: var(--color-zinc-800);

    --color-accent-foreground: var(--color-white);

}

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Typography

TLDR; Use Inter We wanted a font that works across both website and application UI, one that works with small UI component labels, as well as longer playbook text. We’re keen to avoid the premium commercial fonts, and remain open source.

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Font

We use the Inter across website and app. It is available through Google Fonts. Inter was designed by Rasmus Andersson, the principal designer at Figma. Tailwind use the Inter font on their own website and blog as well https://tailwindcss.com/. Inter is often considered a premium upgrade to Source Sans.

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Typography notes

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Imagery

Use this prompt for AI image generation 
Model: GPT Image 1
Quality: High
Resolution: 1536x1025

Create a header image for this content:

<content>

Style: Modern minimalist with generous white space.
Primary Colors: #27272a
Accent Colors: #27272a
Typography: Minimal or no text to maintain the minimalist aesthetic
Create a PNG image

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Additional style guidelines

Other considerations:
  1. Minimalist, clean and simple
  2. Sharp/square edges (rather than rounded)
  3. Square buttons, no rounded edges
  4. Other useful tips https://jasonlbeggs.com/blog/tips-for-good-ui-implementation
Above all else, don’t reinvent the wheel. Avoid custom at all costs. Take best practises, components, styles and recommendations and inspiration from existing libraries such as: