Brand & design

The Keeden design contract.

Warm, calm, and human — paper and ink with five accents used sparingly. This page is authoritative for every Keeden surface; if a build disagrees with it, the build is wrong. Keeden is the consumer brand; Dployers is the agency above it and appears on no Keeden surface.

Foundations

Paper & ink

Page background #fafaf8, ink #1a1a1a, cards white with border-black/[0.07]. Grays: #888 body, #999 fine print.

Five accents, used sparingly

#10a37f Green — Positive states, leads, money-good
#4285f4 Blue — Information, trust moments
#ff3621 Red — Errors and warnings only
#6c5ce7 Violet — Auth, identity moments
#ff7000 Orange — Attention, new items, upgrades

Corners are rounded everywhere: cards rounded-2xl, controls rounded-[10px], buttons full pills. Shadows only on floating summaries (shadow-[0_12px_40px_rgba(0,0,0,0.08)]).

Typography

Display / H1 · Fraunces — .serif-displayA complete website, built and managed for you.
Section label · .label-warm — 11px bold uppercase, warm grayHow it works
Card title · Inter 600, 15pxManaged Website
Body · Inter 400, 14px, #888We build it first, so you see it before you pay. Batch your feedback — each round is a set of changes.
Fine print · Inter 400, 12px, #999Prorated onto your next invoice. A human answers.

Fraunces for display (.serif-display), Inter for everything else, Space Grotesk only for the wordmark (.wordmark) when the image logo isn't used. Sentence case everywhere; uppercase is reserved for labels.

Components

Status pill

.btn-pill is ink with a gradient wash on hover; .btn-pill-hero inverts that (gradient at rest, ink on hover) and marks THE primary action of a page — one per page, maximum. Hover-gradient text accents: .hover-gradient .hg-a/b/c/d. Cards lift softly with .card-soft-hover. Native elements over custom: <details> for disclosures, <input type="color"> for color pickers.

Voice

Plain, warm, specific. “We build it first — see it before you pay.” Never “leverage”, never “solutions”.
A human answers. Support is support@keeden.com and the copy says a human reads it — because one does.
Honest numbers. Hours ranges before dollars, medians and year-over-year for SEO, and never a promised ranking, traffic, or revenue figure. Anywhere.
Soft exits. Cancel copy never guilts: “no hard feelings — the site just doesn't stay up without a plan.”

Imagery

Keeden's own marketing may use AI-generated scenes: dense, lived-in, warm film light, with the five accent hues placed on natural objects in frame. Client sites never get AI images of people, premises, or completed work — real photos or licensed stock only. See docs/IMAGERY.md and the imagery-scope entry in docs/DECISIONS.md.