The system. Follow it.

Every token, pattern and rule the site is built from. Written down so nothing drifts. The canonical copy lives in apps/web/BRAND.md.

FoundationsType, color, layout

Typeface

Goga, three weights only.

Regular 400 — body copy

Medium 500 — every heading

Semibold 600 — names only

Type scale

Displaytext-[clamp(40px,10vw,100px)]homepage hero only

Multipliying your results

H1text-[clamp(36px,6vw,64px)]page heroes

Multipliying your results

H2text-[clamp(28px,5vw,48px)]section headings

Multipliying your results

H3text-[clamp(22px,2.5vw,28px)]card titles

Multipliying your results

Leadtext-[clamp(15px,1.8vw,19px)]sublines

Multipliying your results

Bodytext-[16px]paragraphs

Multipliying your results

Microtext-[11px]eyebrows, mono labels

Multipliying your results

Color

Black

#000000

primary dark sections

Ink

#121313

hero / near-black surfaces

Panel

#0a0a0a

cards on black

Off-white

#fdfdfd

text on dark

Paper

#f9f9f9

light section background

Line light

#e4e3de

borders on light

Muted dark

#6a7282

second-line headings

Muted light

#8a8a86

secondary text on light

Accent

#ff4100

CTAs only — once per viewport

Layout

  • Container max-w-[1166px] px-6 — always via <Container>.
  • Sections py-24 md:py-36, minor py-20 md:py-28.
  • Square corners. Pills only for dots and avatars.
  • Borders and background switches for separation. No shadows, ever.
  • Alternate light and dark. Never three same tones in a row.

VoiceHow we sound

Short declarative sentences. Headlines end in a period.

Your team is already using AI. Badly.

Name the failure before the fix.

Most companies buy the tools and skip the training, so nothing changes.

Anchor to time. Weeks, days, Monday — never “rapidly”.

Apps, agents, and automations shipped in weeks, not months.

Anti-hype, explicitly.

Our read on where AI is actually going, minus the hype.

Concrete nouns. Never “solutions”, “offerings”, “journeys”.

Courses, community, and membership.

CTA = verb + object. Never “Learn more”.

Train your team · Find your archetype

Never use

leverageempowerunlockseamlesscutting-edgerevolutionizegame-changingrobustholisticsynergyin today's fast-paced world

ComponentsReuse, don’t rebuild

Buttons

Train your teamFind your archetype

Accent fill for the primary action. One per viewport.

Dark tile

Build with us

↗

AI Engineering

Apps, agents, and automations shipped in weeks, not months.

Quote card

“They made everyone build something real with their own workflows instead of watching slides.”

Tunde Bakare

Head of Product

Page recipesSkip sections, never reorder

Service page

  1. 01Hero — outcome + timebox, problem-fork subline
  2. 02Proof bar — logos, no copy
  3. 03The problem — one headline, one paragraph
  4. 04How it works — 3 steps, labelled with weeks
  5. 05What you walk away with — 3 named artifacts
  6. 06Where you are now — 4-rung maturity ladder
  7. 07Is this right for you — fit criteria + CTA

Courses

  1. 01Hero — boring H1, specific subline
  2. 02Inline proof stats
  3. 03Two-axis filter chips
  4. 04One featured course
  5. 05Grid — fixed 6-slot cards
  6. 06Membership block, below the grid

Insights hub

  1. 01Hero — who it's for, not what we publish
  2. 02Featured — 4–6 equal-weight cards
  3. 03Trending — 3, mixed formats
  4. 04A serialized artifact (numbered issue)
  5. 05Topic clusters, named as programs
  6. 06Read time on every card, no exceptions

About

  1. 01A claim about the world, not about us
  2. 02Origin as a moment, ~120 words
  3. 03Exactly 3 principles, full sentences
  4. 04“No X. No Y. Just Z.”
  5. 05Two founders as full-width rows
  6. 06Three real numbers