Visual identity, typographic systems and color logic, identity that flows from Figma to production.
Most identities live in PDF guidelines that no one opens. We build identity as a system that flows directly into the product codebase, type, color, motion, all the way to the Tailwind config. The identity stays consistent because the system enforces it, not because someone is policing PRs.
What we build
Typographic system as the lead, not the wordmark
Display type, body type, mono type, each picked against the brand's argument. Type pairing tested against the surfaces it'll ship on: long-form articles, marketing pages, product dashboards. The system is what makes the brand recognisable, not the logo.
Color logic with named roles, not 200 shades
Six to twelve named colors with specific jobs: foreground, background, accent, accent-soft, status colors. Each defined in OKLCH for predictable lightness manipulation. The palette ships as tokens, not hex codes scattered across slides.
Logo + wordmark with proper variants
Primary, monochrome, single-character monogram, and the rules for when each variant is used. The team can pick the right mark without asking; the wrong combinations don't get made.
Motion + interaction tokens
Easing curves, duration scales, the choreography of hover and entry transitions. Motion is part of identity, not an afterthought designers add per-screen.
Identity tokens shipped to the engineering config
Tokens Studio → Tailwind config + CSS variables. The codebase reads the identity from the same source the design files do. New surfaces inherit the identity automatically; old surfaces update with a token change.
Usage examples that actually look like the product
Identity guidelines include real product screens, real marketing pages, real social posts, not lorem ipsum mocks. The team copies these as starting points instead of inventing from scratch.
Where this fits
Your brand has been DIY'd since founding and you're at the stage where customers expect it to look intentional.
Your existing identity exists as a logo and a primary color and nothing else, the rest gets reinvented per surface.
You're going through a brand refresh and want the next version to ship into the codebase, not just into a PDF.
Tech stack
- Figma
- Adobe Illustrator
- Type Specimens
- Brand Tokens
Want this for your team?
30 minutes with a founder or senior engineer. We'll scope what you need and tell you straight whether Stacklane fits.
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