Every design in the catalog is built on one of these. A theme carries its own palette, typeface pairing, spacing logic and layout architecture — which is why the same trade can get three sites that look like three different studios made them.
The most expensive-looking direction in the library: black ground, gold hairlines, and enormous restraint. Pick it when the price of the service is the objection you need to overcome.
A stage, not a page. The headline is the entire design and everything else gets out of its way. For businesses whose pitch is their taste.
Race black, red signal, hard angles. Aggressive without being cheap — for businesses selling speed, performance or urgency.
Showroom lighting: graphite ground, brushed-silver accent, modular tiles. The premium counterpart to Velocity — same sectors, calmer voice.
Blackout room, acid-green signal, type at maximum volume. The loudest direction in the library, and deliberately so.
A dark dining room: charcoal ground, ember orange, warm cream type. Appetite appeal without a single photograph.
Night-shift navy with a signal cyan and hazard striping. For operations businesses that run when everyone else is asleep.
Deep-space ground, mint signal, mono captions. For businesses whose credibility is that they measure things.
Gunmetal, hazard amber and blunt condensed type. The workhorse of the trades — used on more designs than any other dark direction.
Ivory and deep navy with a serif that carries authority. The default for professional services where the buyer is risk-averse.
White page, forest green, tabular precision. Built to look like a firm that files on time.
Paper white, drafting blue, hairline grid, monospace captions. For businesses that sell precision and documentation.
High-vis orange on white with thick borders and the phone number in the hero. The highest-intent direction in the library.
Cool white, teal, soft corners and unhurried spacing. The calmest direction in the library, and the most broadly useful.
Blush paper, antique rose, airy serif and a lot of breathing room. Aspirational without tipping into cliché.
Oat paper, deep green, calm serif headings. Natural without being rustic — the grown-up wellness direction.
Kraft paper, espresso brown, editorial serif. Feels hand-set, which is exactly what an artisan food business is selling.
Bone paper, oxide accent, big serif and index-style lists. The most-used light direction — it flatters almost any craft business.
Gallery white, ink black, product-forward tiles and tiny caps. Nothing decorative survives — the work is the design.
Linen, slate teal, wide imagery bands and a hospitable serif. Warm, established, unhurried.
Twenty directions is a lot to weigh up alone. On the call we narrow it to two and show you both built for your industry.