Brand OS
Strategy
Wordmark
Typography
Colours

Type system

Primary Typeface
Support typeface
alternative typeface
expressive typescale
Typography is our first design decision. The way we think before we speak.
No symbols, no visual noise. Just words, weighted and placed with purpose. It sets the tone, shapes the experience, and reflects our belief that simplicity is a tool for speed, clarity, and intent, not minimalism for its own sake.
Primary typeface
Our default across brand, product, and platform. It balances clarity with character, expressive in display, efficient in interface. We use Bold for headlines and key statements.
 Light for body copy and supporting text.

S25 Diatype

S25 Diatype Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*
S25 Diatype Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*
Support typeface
Our utility typeface for badges, overlines, or small UI labels. Functional, never expressive, and always in ALL CAPS. It adds structure, hierarchy, and quiet rhythm. Never used for paragraphs, titles, or long-form copy.

S25 Diatype Semi-Mono

S25 Diatype semi-mono regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*
Fallback typefaces
Used only when S25 Diatype isn’t available. In unsupported environments, Arial and Verdana act as neutral stand-ins for maximum compatibility.
Arial
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*
Verdana
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*
Expressive typescale
Our typescale flexes across every surface, carrying the brand’s priorities in its hierarchy. Each level has a role: bold headlines that set direction, concise statements that drive action, and quiet captions that keep the system flowing.
Title 1

Digital first ideas

Title 2

Driving measurable outcomes

Title 3

From brand to interface

Title 4

Launch-ready in weeks

Title 5
Founder-led, always
Title 6

No fluff. Just focus.

Large Body Copy
We turn complexity into clarity.
Regular Body Copy
Every decision drives traction, growth, or performance
Label
Scope & Deliverables
Timeline Estimate
Platform Tags
Caption
Always aligned with the system, never decorative
Small Text
Impact at any scale
Overline
result oriented by design
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Colours