Brand Surface Guide

Me

Casual · Inspirational · Humorous — mood anchor: boutique hotel

Color System

Primary

#91f0fd

Use for key accents, link hovers, and feature tags. Feels fresh and soft-lit.

Secondary

#ffadad

Supporting warmth — CTA backgrounds, hover states, badges.

Ink

#1a2233

Primary text. Stay above AA contrast on both primary and secondary backgrounds.

Typography

Helvetica Neue / Arial stack

Clean, personable, easy. Headlines sit tightly (-0.01em). Body copy breathes at 1.55 line-height. Avoid decorative display fonts — the voice should carry the personality, not the letterforms.

Voice

What it sounds like

"Hey — thanks for reaching out. Let me tell you how I'm thinking about this…"

  • Casual, first-person, warm
  • A little funny — winks, not punchlines
  • Inspirational without platitudes

What it doesn't sound like

  • Corporate ("solutions," "leverage," "synergy")
  • Pressure-sale ("limited time," "act now")
  • Over-formal ("To whom it may concern…")

Section Vocabulary

Hi, I'm Me What I do Work together Notes Say hi

Favor first-person and conversational labels over formal nav items. "Say hi" beats "Contact." "Notes" beats "Blog."

Feel Dials

Light

4 / 5 — lean bright, soft shadows over hard edges.

Density

3 / 5 — balanced; don't over-minimalize, don't clutter.

Warmth

4 / 5 — warm, human; avoid clinical/monochrome palettes.

Unfair Advantage

"I am the birthday"

The brand's anchor phrase. Treat it as the north star — any creative choice should feel like it belongs to that moment: a little celebratory, a little you're-the-center-of-it, delivered casually. Use it as a tonal reference, not a literal tagline on every surface.