adaptleads

The brand kit, ready to use

This kit holds the palette, the type, the mark and the construction grammar, and it gives you two makers that turn a line of copy into a finished graphic. Everything in it is read from the live site and the live numbers, so there's nothing here that's been invented and nothing that can quietly go stale.

Make a post

Every figure is read from the live stats file at load. Nothing is typed in, so nothing goes stale.

Carousel maker

Seeded from the live site and the live numbers. The headline is the site H1, the steps are the three-step section, and every figure is read from the stats file rather than typed. LinkedIn wants a single multi page PDF, which is what the orange button gives you.

The mark

adaptleads

The mark is built in CSS rather than an icon font, so it stays sharp at whatever size you need. It's an ink tile at 9px radius, with a coral diamond rotated 45 degrees and a lighter coral dot sitting at the top right. The wordmark sets adapt in ink and leads in coral, and they're both at weight 800 with the tracking pulled in by four percent.

Don't swap it for a stock icon, and don't set the whole wordmark in a single colour. The dot isn't decoration, because it's the part that people actually remember, and it's what makes the mark read as ours rather than as anyone's.

Colour

Coral is the accent, not the furniture. On this surface the primary button is coral. In the admin portal the primary button is ink and coral is kept for the rule, the active nav border, badges and danger. Two surfaces, two rules, and the file you are editing wins.

Type

Display 800Find UK buyers
Heading 700What you actually get
Section labelBuilt for UK B2B outbound
Body 500Figtree across the marketing surface, at every weight from 400 to 900.
One typeface. Figtree does the whole marketing surface. The customer app pairs Inter for body with Figtree for names, titles and figures, which is the app's own rule and not a defect to correct.

A dot and a line

1Numbered circles on one hairlineThe dot carries a ring of card colour, so it interrupts the line rather than crossing it.
2Without the ring it reads as a borderA line with bullets beside it is the wrong shape. The ring is the whole trick.
3One line, never one per stepThe thread is continuous. Steps sit on it.

Glyph tiles, not avatars

Roughly 32px, 9px radius, accent wash, hairline border. For things. A face is a circle at 50 percent, always, and a tile is never used for one.

Status is a dot and a word

Deliverable Catch-all No answer Undeliverable

A status is never a badge, and it's never called risky. An address that didn't answer is either a catch-all or a no answer, and saying which one it is tells the buyer what they should do with it, which is the reason for showing it at all.

One hue, varying weight

A red to green grid is unreadable to roughly one man in twelve, and the number is already on screen. Data fills use one hue at varying weight. Shading on a button is one tight shadow and nothing else, so it lifts rather than looking painted.

Built, and not yet built