Visual
Palette
| Use |
Colour |
Hex |
| Background (default) |
Deep black |
#0A0A0A |
| Accent (CTA, links) |
Acid lime |
#E8FF47 |
| Surface (cards) |
Charcoal |
#1A1A1A |
| Text on dark |
Warm white |
#F4EFE6 |
| Text on light |
Charcoal |
#1C1C1C |
Type
- Display: Syne 800 (yourevenings.com hero) — used sparingly.
- Body: Inter — clean, modern, no flourish.
- Code / data: JetBrains Mono.
Iconography
- Minimal. No anchors, no ship's wheels, no AI sparkles, no robot mascots.
- A horizon line / sunset glyph as the logomark candidate.
Photography
- Real small business owners at their desks.
- Documentary, warm light.
- Never stock photos of "diverse smiling team in glass office."
What to avoid
- Don't lean on maritime metaphors (came from Plainsailing era; left behind).
- Don't put "AI" in every sentence — talk about hours, money, jobs.
- Don't promise "transformation" — promise specificity.
- Don't compete on "we use the latest AI" — compete on "we know which AI you actually need."