Brand system

Paper. Ink. Signal.

Twelve panes. Insight and action. Tokens from brand.json for anyone shipping 12 Panes media. Locale en-GB. Version 1.0.0.

Colour

Three load-bearing colours

Paper

#F4F1E9

Primary background.

Ink

#141414

Type, rules, borders, dark theme surface.

Signal

#CC2018

One accent per page or viewport — on the single most important thing only.

White

#FFFFFF

Surfaces only (cards, slides, elevated panels).

Grey

#6F6A60

Muted text, captions, secondary labels.

Max one accent per viewport. Dark mode (video / night) flips Paper and Ink. Still one red accent. Contrast target: WCAG 2.1 AA minimum.

Typography

Helvetica Neue stack

Primary: Helvetica Neue. Fallbacks: Helvetica, Arial, Inter, sans-serif.

Hierarchy from weight and case only. No drop shadows on type. Tabular figures for numbers. Label tracking 0.1em.

poster

96px · weight 800 · uppercase

Cover / hero stacked display

h1Display

56px · weight 800 · uppercase

Section display / stacked editorial lines

h2

32px · weight 700 · uppercase

Page section titles

h3

20px · weight 700 · uppercase

Subheads

label

12px · weight 700 · uppercase

Captions, nav numbers, knoll labels

body

16px · weight 400 · sentence

Running text

bodySmall

14px · weight 400 · sentence

Dense UI / footnotes

numberNav

14px · weight 700 · uppercase

01–12 numbered navigation

Wordmark

Red box. White caps.

12 PANES

Fill Signal on box, white type, weight 800, radius 14px, padding 12×20. Clear space 14px. Forbidden: stretch, two-colour type fill, drop shadow, rotation, outline-only without box, Kiniza teal pairing.

Secondary: label-maker strip with tracked caps and optional small red mark.

Arcs and panes

Four arcs. Twelve panes.

SEE

Understanding

Look out and in — readiness, business, horizon.

Panes 1, 2, 3

STEADY

Foundations

Load-bearing walls — security, GRC, cost and value.

Panes 4, 5, 6

MOVE

Adoption & work

Seats become behaviour; work is redesigned.

Panes 7, 8, 9

GROW

Learning & frontier

Narrative, reflection, bounded play.

Panes 10, 11, 12

01

You

Where are we really — readiness, culture, shadow AI, capability?

02

Business

Where is the business — strategy, value chains, constraints, outcomes that matter?

03

Horizon

Where are technology and the wider world — models, agents, regulation, competitors?

04

Security

Can we let AI see and act without leaking, escalating, or being hijacked?

05

GRC

Who owns AI risk, and can we evidence responsible use?

06

Cost & Value

What are we spending, forecasting, and actually realising?

07

Licence

Are seats and credits working, or sitting on the shelf?

08

Adoption

Are people changing how they work — sustainably?

09

Work & Skills

How does work actually get done — and how should humans and AI share it?

10

Narrative

Does the organisation share one clear story — board, staff, regulators?

11

Learning

Are we getting smarter each cycle?

12

Frontier

Where do we explore safely — and keep the human spark?

Motion

Kinetic. Purposeful.

  • Kinetic but purposeful
  • Staggered text reveals
  • Pane grid stagger
  • Scroll-linked section reveals
  • Respect prefers-reduced-motion

Timings: fast 160ms · base 280ms · slow 480ms · stagger 60ms. Easing cubic-bezier(0.22, 1, 0.36, 1).

Voice

Calm. Plain. Lead with the answer.

Calm, plain English. Short sentences. Lead with the answer.

Good

  • See before you scale.
  • Start with Security, then GRC, then cost control.
  • Every pane has Insight and Action.
  • Use it or lose it.

Avoid

  • Unlock powerful AI transformation!
  • Dive in to our cutting-edge seamless platform.
  • Leverage robust innovation to supercharge adoption.

Banned words include: seamless, cutting-edge, leverage, supercharge, unlock, powerful, robust, game-changing, transform, dive in, stunning, incredible, revolutionary, game-changer, innovative.

Do / Do not

Do

  • One Signal accent per viewport on the single most important thing.
  • Square and aligned layouts. Generous equal margins.
  • Red box wordmark with white caps. Clear space equal to corner radius.
  • Caps captions and DIGITAL SKILL WORKS LTD / 12 PANES signature on pieces.
  • Respect prefers-reduced-motion. Kinetic but purposeful.
  • en-GB. Active voice. You / your. Direct sentences of varied length.

Do not

  • No gradients. No icons or emojis in brand UI.
  • No Kiniza teal. No extra brand colours.
  • No stock faces in marketing scenes.
  • No rotation of the wordmark or pane grid.
  • No banned hype words (seamless, cutting-edge, leverage, unlock, transformative fluff).
  • No em dashes, semicolons, hashtags, or asterisks in public copy.

Source of truth: brand/brand.json. Media prompts: /media-prompts. DIGITAL SKILL WORKS LTD / 12 PANES

Media prompts Compliance