Fierce for you.Gentle with them.
The whole brand in one line. We're aggressive toward the status quo: deflection, bot walls, "outcomes" the vendor gets to define. We're tender toward the person on the other end of the ticket. Every page, sentence and pixel has to carry both.
Supersedes the dark teal/ember v3 brandboard (frozen as a reference). The logo mark is unchanged.
Why we look like this.The handicap that actually works.
AI made polish free, and free polish no longer signals anything. Cream backgrounds with serif headlines, purple gradients, Inter and bento grids are the 2026 defaults. Buyers dismiss them on sight.
The signals that still work are the ones a weak company can't fake: a product that visibly ships every week, a demo you can break, a public definition of "resolved", and a guarantee that costs us money when we fail.
So the design job isn't "look expensive". It's to make proof impossible to miss, with an art direction that grows out of the subject (support tickets) rather than a template.
Ticket & Stamp.Every piece of work is a ticket. Every outcome gets stamped.
The ticket
A perforated card with notches and a dashed tear line. It's the container for demos, logs, changelog entries and pricing examples. The header is always mono metadata: ID, channel, language.
.ticket · .ticket-head · .ticket-body · --tear
The stamp
A rubber stamp, rotated −6°, with an inky rough edge. It's used only for outcomes: RESOLVED, ESCALATED, REFUNDED, FAILED. It never decorates.
.stamp · .stamp-resolved · .stamp-escalated · .stamp-fail · .stamp-lg · .stamp-in
The receipt
Mono work logs with ✓ and ✕, timings and billed amounts. They show what actually happened, which is the core of our honesty.
- ✓Refund $29 via billing1.6s
- ✕Renewal cancellednever
.log · .ok · .bad · .t
Textures
Paper grain over everything, at 5%. There's no glassmorphism, no glow and no gradient meshes. Shadows are hard offset (4px, ink or ember) and never blurred. They read as printed matter, not as a screen.
Signature moments
The Deflection Simulator™ (a parody of the industry), the "Break it" switch, the shipping ticker, the cursor label, the ⌘K bar that admits it isn't AI, the "Ask your AI about us" widget and the 404 ticket. Every moment has a job. Delight with no job gets cut.
Ink, paper, fire.Teal is earned: it means "resolved".
Text, borders, dark sections
Default background
Primary CTA, the fire. Ink text on it.
Success on ink only
Serif "love" lines on paper (large text)
Success on paper (AA)
"Building" / escalated
Failure states only
Ratios
- Roughly 60% paper, 30% ink, 10% ember
- Alternate paper and ink sections. That rhythm is the fierce/gentle split.
- At most one full-ember section per page (the guarantee, the final push)
Never
- Ember text on paper for body copy (fails contrast). Use --ember-ink.
- Teal as decoration. It only means success.
- Gradients, purple, neon glows
The collision.Punch and love, in the same headline.
Punch
Archivo · wdth 62 · wght 900 · UPPERCASE · lh .9
.punch — the aggression. Statements, verdicts, numbers.
love
Newsreader Italic · 400 · sentence case
.love — the care. Always follows a punch line. Never alone as an H1.
TICKET #48213
IBM Plex Mono · 400–600
System voice: metadata, logs, kickers, statuses, footnotes.
The signature headline pattern:
We don't deflect your customers.We take care of them.
<h2 class="punch h-m">PUNCH LINE.<span class="love">The love line.</span></h2> · sizes .h-xl .h-l .h-m .h-s
Body
- Archivo regular, 17px, line-height 1.6. Keep reading level near grade 6–8.
- Max line length about 70 characters (.lede caps at 620px)
Banned faces
- Inter, Geist, Space Grotesk, Instrument Serif, DM Serif. These are the 2026 AI-default tells.
- More than these three families
Talk like a founder who means it.Blunt. Warm. Zero corporate.
Energy without swearing. Short sentences, active verbs, one idea per line. Aim the fire at the problem and the industry, never at a named competitor's people or customers.
Admit limits out loud. "Building." "Not certified yet." "Here's where Fin wins." Honesty is the aggressive move, because competitors can't afford it.
Numbers only with receipts. Every number links to its source, date or definition, or it doesn't ship.
| Not this | This |
|---|---|
| Leverage AI to streamline CX workflows | We answer the refund. And we process it. |
| Best-in-class resolution rates | $0 if we don't resolve it. |
| Seamless integration | Keep your helpdesk. We plug in. |
| Revolutionary AI agent | Watch one ticket. Then try to break it. |
| Trusted by leading brands | (Nothing, until they've said yes in writing.) |
The kit.Everything lives in assets/pronomy.css.
Buttons
.btn = ember + ink border + hard shadow, uppercase 800. It presses in on click. One primary per view.
Honest status labels
Required on every product and feature mention. Live = customers use it in production. Building = in development.
Scorecard
The four scorecard dimensions always appear in this order and with these names.
Footnotes
Fin lists $0.99 per outcome.1
1. Source, date checked, and the definitional difference.
Snappy, physical, optional.Nothing moves without a reason.
Allowed: stamp-in (overshoot), sequential log reveals, buttons pressing in, the ticker, fade-up on scroll (14px, 0.9s, staggered 70ms), and page-to-page view transitions. One curve everywhere: --ease: cubic-bezier(.22,1,.36,1), the butter curve.
Banned: scroll-jacking, parallax, autoplay video with sound, WebGL heroes with no content, and particle backgrounds.
Instant: links prerender on hover, fonts preconnect, analytics load after first paint. A page should open before the finger leaves the trackpad.
Always: respect prefers-reduced-motion. The cursor only shows on fine pointers. Everything works by keyboard, and ⌘K and / open the command bar.
Budget: LCP under 2.5s, INP under 200ms, CLS under 0.1. No framework, no image heavier than 200KB.
Go big on ambition.Fake nothing factual. Ever.
Scale freely
- Vision, voice, conviction
- Guarantees we actually honor
- Multi-product structure with honest status labels
- Depth of docs, changelog, comparisons
Never fake
- Reviews or testimonials. Banned by the FTC rule (16 CFR 465), with penalties up to $53,088 per violation.
- Client logos or names without written permission
- Accuracy, resolution-rate or CSAT numbers without a method and source
- Certifications (SOC 2, ISO) we don't hold
- "AI" that is actually humans
- Competitor comparisons that aren't like-for-like, dated and sourced
- Changelog entries that didn't ship
Not legal advice. Have counsel review comparative and guarantee language before launch.
A site is a track.It breathes, it drops, it lands.
Rhythm
One idea per section and one idea per line. Paper, then ink, then paper again, like verse and chorus. The big claims get white space around them. If a section needs a second paragraph to make sense, it's two sections or it's cut.
The hero lede is a beat: four short lines, each landing a little after the last, and the price of failure comes last.
Header & footer
Header = ticket stub. A perforated bottom edge, plus a stub with the page's ticket number (№ 008 · Pricing). The logo's starburst turns on hover. Above it, the status line shows commits and the last public update from git.
Footer = receipt. The visitor's session printed as a thermal receipt: pages read, time with us, customers deflected 0, total due $0.00 FREE. It only uses session memory and nothing is sent anywhere.
Humor
PostHog-level: a smile, not a show. It's dry, it rewards attention, and it has a point. One joke per screen at most. Never at the customer's expense, never in error states that cost someone money.
$0Free, on onboarding- ⌘K hears your swearing and offers a human
- "Can I talk to a human? Yes. His name is Oleksii."
- 1M tickets? "Please just call us. We'll bring coffee."
- Built by people in sneakers, not suits.
Cursor
- The system cursor always stays
- A small mono label eases in only on elements that have something to say (data-cur, 3 words max)
- Off on touch screens and with reduced motion
Clown territory
- Jokes in legal, pricing math or security copy
- Emoji confetti, meme GIFs, sound
- Joke testimonials (FTC) or fake counters