Brand direction v0.2 · maritime

First 90 — safe harbour

Cool water, warm beacon. The palette turns to dunes, tide, and harbour navy — and terracotta stays as the one warm thing on the coast: the guiding light. A nautical-chart grid gives the product the feel of careful navigation, not surveillance.

Draft v0.2 — for your review
01

Maritime palette

Cool base, single warm accent. WCAG holds by rule: body text is Ink-navy on Sail (≈13:1, AAA); on harbour navy, text is Sail/Mist (AAA). Terracotta & tide are accents/large type (AA on sail). Never set terracotta text on navy — use apricot or gold there.

Sail
Sail
#f4efe4
base surface
Sand / dune
Sand
#e3d4b4
warm surface
Harbour navy
Harbour navy
#0f2a43
blueprint · dark UI · AAA
Tide
Tide
#2b7c8c
data / intelligence
Seafoam
Seafoam
#7fb0ad
soft fills · tints
Beacon
Beacon terracotta
#b8502d
the guiding light · AA
Apricot glow
Apricot
#f0a07d
accent on navy
Ink-navy
Ink-navy
#13283a
body text · AAA
02

The nautical chart

The "blueprint" register — for dark UI surfaces, the deck's data slides, and section breaks. Harbour navy with a fine chart grid, depth soundings, a bearing line, and the mark drawn in chart-line strokes. It says: careful navigation.

1297 1164 855 N
03

The mark, recoloured

Same lighthouse, maritime dress: navy structure, terracotta bands, warm beam. Shown on light and on the chart-navy.

First 90
On sail (light)
Navy tower, terracotta bands. Primary lockup.
First 90
On harbour navy
For dark bars, the chart register, and the deck.
04

Type & voice

Display — Fraunces
Every location, safely to harbour.
Body / UI — Hanken Grotesk
Clear, quiet, seaworthy. Hanken carries the dashboards and chart labels; Fraunces does the talking on covers and headers.
Voice — illustrate first, then name it
"One light, read by every ship — fix the chart once, and the whole fleet steers true." Warm, embodied, em dashes for pacing.
05

Applied — the dashboard bar

How it lands on the product. Once you confirm maritime, I'll retrofit the full dashboard (heat map tiles → seafoam/tide/beacon bands, chart-grid background option), then carry it into the SMS flow, the training diff, and the deck.

First 90 Franchisor view
Brand-standard intelligence
Where the brand is slipping · what training is failing fleet-wide.
Confirm or steer. Does the maritime palette feel right — and is the harbour scene the vibe (peaceful, guiding, not stormy)? Tell me how heavy to lean on the nautical-chart grid (subtle texture vs. a full register on dark slides), and whether sand/dune should appear in the product UI or stay reserved for the deck. On your nod I'll write the formal style guide and retrofit the dashboard first.