Foundation · F7 · Character

The expressive layer — why a page reads as ours.

F1–F6 keep the brand correct. F7 keeps it recognizable: type plays, print-shop furniture, kinetic bands, and an image treatment. Every part still resolves to tokens, and the volume scale still governs — these are louder instruments, not a louder mix.

Type plays — emphasis with a voice

Four ways to make a word carry the sentence. Use one play per headline, on one to three words, never on body copy.

Win before the click.

Marker highlight Signature

.tx-mark — the Brand Book underpaint: a poppy swash behind the decisive word. .full = solid block, poster moments only.

Revenue, attributed.

Poppy underline Standard

.tx-under — emphasis without a block. Safe at any size, safe on ink and pine.

Clicks → answers.

Ghost word Signature

.tx-ghost — the old thing outlined, the new thing solid. Display sizes only (≥ 34px).

Intent in. Revenue out.

Serif aside Standard

.tx-serif — Newsreader italic for the human clause. The voice change, not decoration.

Print-shop furniture

Flat, physical, set by hand — the anti-gradient. Offset shadows never blur; ticks and frames always use --border-strong.

+31% in 90 days

Offset print shadow

.treat-offset — hard ink offset, zero blur. Key cards, figures, posters.

REGISTERED · PROOF №7

Crop ticks

.treat-ticks — registration corners on quotes, figures, spec panels.

+31% lift Ships weekly No retainers

Stickers

.treat-sticker — price-gun labels in poppy, ink, or paper. Max two per section.

Rotating stamp

.treat-stamp — circular mono seal around the burst. Decorative; one per page.

Burst divider

.treat-divider — three marks on a hairline between chapters of a page.

Burst scatter Showpiece

.treat-scatter — a cluster of three (64 / 26 / 14px). Heroes and OG art only.

Kinetic band — the ticker

.treat-marquee — phrases punctuated by the burst, ruled top and bottom. Pauses on hover; becomes a scrollable strip under reduced motion. Duplicate the .mq group once for a seamless loop.

Image treatment

Photography gets framed like a proof print: hairline + offset shadow + mono caption bar. .treat-tone pulls any photo into the warm cream cast so mixed sources sit together.

team at the whiteboard — real, warm, candid

Fig. 01 — the weekly readout

product UI on cream desk — overhead

Fig. 02 — the attribution board

Mixing rules — the character budget

✓ Per viewport: one type play, one piece of furniture, at most one kinetic band.
✓ One Showpiece per page (scatter, mega type, or rings — never two).
✓ Tilt (±1.2°, --treat-tilt) belongs to stickers only — type and the wordmark never rotate (misuse §10.6).
✓ Offset shadows are flat ink — the poppy glow shadow was retired across the kit. No blur, no neon.
✓ The serif is a voice, not a font choice — use it where a human would lean in.