The font system (the signature look)
- Two typefaces, deliberately mixed in the same line:
- • Structural / body words → clean SANS-SERIF, bold, near-black (#1a1a1a)
- • Emphasis words → serif italic, colored — primary rust/orange (#C0502E), secondary teal/blue (#2496BE)
- • Pattern: the first emphasis word is usually rust, the second teal — they alternate within a caption.
- • Tiny labels (names, "THE BLIND SPOT") → sans, ALL-CAPS, letter-spaced, rust, ~12–13px.
- • Card quotes → small serif italic, dark.
- Sizing (relative to the 848px-tall frame):
- • Main caption ≈ 34px cap-height ≈ 1/25 of height (~4%). 1–2 lines, centered. Line-height ≈ 1.85× cap.
- • Section heading (“How it works”) ≈ 30–34px. • Card title ≈ 24–26px bold. • Card body ≈ 16–18px gray. • Sub-line ≈ 16–18px gray.
- • Emphasis serif-italic word ≈ same size or +2–4px vs the sans around it, but much heavier visual weight (color + italic).
- Background: warm cream (#F0EDE6) with a barely-visible faint grid. Lots of white space — text is restrained, never fills the frame.
- Graphics vocabulary: dark navy “code-window” mockup (traffic-light dots, gray code bars, rust + blue accents); small white floating quote-cards with soft shadows; rounded-square icons (rust star, teal check, rust “$”); numbered rust squares. All rounded corners + soft drop shadows.
- Two layout types: (A) graphic + supporting caption below; (B) text-only caption centered on cream (no graphic).
~0–5s · Presenter
Presenter intro
Text: name “Nathan Olson” (serif-italic first name + sans-bold surname), sub “President, [Company]” (rust + gray, ~14px). Small dark pill badge top-left of the card: a brand wordmark.
Image: presenter in a rounded card with shadow floating on cream (NOTE: Nathan uses a contained card; our build uses full-bleed per your call).
Fonts: name ≈ 26px; subtitle ≈ 14px; badge ≈ 12px caps.
~6–11s · Concept
“One set of eyes misses things.”
Text: caption builds word-by-word — “One set of eyes misses things.” Two floating cards: “THE BLIND SPOT / ‘Looks fine to me.’” and “THE COST / ‘We caught it too late.’”.
Image: two white quote-cards (top L/R) + dark code-window mockup center (traffic dots, gray code bars, rust icon bottom-L, teal check bottom-R).
Fonts: caption ≈ 34px (sans + serif-italic rust/teal); card labels ≈ 12px rust caps; card quotes ≈ 15px serif italic.
~12–17s · Concept
“What if a council reviewed it first?”
Text: “What if a council reviewed it first?” + sub “Real experts. Real frameworks. On demand.”
Image: single large rust rounded-square icon with white star, centered above caption.
Fonts: caption ≈ 34px; sub-line ≈ 16px gray, centered.
~18–29s · Concept
“Named experts. Their actual frameworks.”
Text: “Named experts. Their actual frameworks.” Cards: “RORY SUTHERLAND / ‘Where is the psychology?’”, “APRIL DUNFORD / ‘Is the positioning sharp?’”.
Image: two named quote-cards + dark code-window mockup (same vocabulary as 6s).
Fonts: caption ≈ 34px; names ≈ 12px rust caps; quotes ≈ 15px serif italic.
~30–41s · Concept (list)
“How it works” — 3 steps
Text: heading “How it works”. Rows: 1 Build freely — “Create in build mode. No review gates slowing you down.” / 2 Ready for review — “Your AI picks the domain experts who should weigh in.” / 3 Scored feedback — “Each expert tells you exactly what to fix, and why.”
Image: three white cards stacked, each with a numbered rust square (1/2/3) at left; cards slide/settle in.
Fonts: heading ≈ 32px; row title ≈ 24px bold sans; row body ≈ 16px gray.
~42–44s · Text-only
“Five expert reviews in minutes.”
Text: “Five expert reviews in minutes.” — two lines, centered.
Image: none — pure text on cream (faint grid only).
Fonts: ≈ 34px cap-height (measured here), line-height ≈ 63px. Sans-bold black + rust serif-italic + teal emphasis.
~45–50s · Concept
“Catch the flaws before they ship.”
Text: “Catch the flaws before they ship.” + sub “No more late surprises. No more rework.”
Image: single teal rounded-square icon with white check, centered above.
Fonts: caption ≈ 34px; sub ≈ 16px gray.
~51–53s · Text-only
“Every angle. Before you ship.”
Text: “Every angle. Before you ship.” — two lines, centered.
Image: none — text on cream.
Fonts: ≈ 34px, same mix.
~54–56s · Concept (list)
“What you get”
Text: heading “What you get”. Cards: Sharper work — “Specific fixes, not vague notes you have to decode.” / Faster ship cycles — “Review happens in minutes, not days of back and forth.”
Image: two white cards, each with a teal check square at left.
Fonts: heading ≈ 30px; card title ≈ 22px bold; body ≈ 16px gray.
~57–62s · Concept
“Open source. Yours to run today.”
Text: “Open source. Yours to run today.” + sub “Free on GitHub. No gatekeepers.”
Image: rust star icon centered above.
Fonts: caption ≈ 34px (“today.” in gray, de-emphasized); sub ≈ 16px gray.
~63–71s · Text-only (close)
“Never ship bad work again.”
Text: “Never ship bad work again.” — two lines, centered; closing line holds.
Image: none — text on cream.
Fonts: ≈ 34–38px (slightly larger close); “again.” serif italic, larger weight.
~72s · End card / CTA
Advisory panel — call to action
Text: dark pill button: rust “E” square + “Advisory panel” + “Free on GitHub” + rust “GET IT” button. Below: a “github.com/[org]/[repo]” URL + tiny teal sub-path.
Image: single dark rounded pill/button, centered low.
Fonts: button title ≈ 22px; URL ≈ 15px; path ≈ 12px teal.