Brand book · v1 · October 2026
A tailor's workroom, for websites.
First Fitting makes a website before it asks for money, the way a tailor pins a jacket on you before sewing it. Everything in the brand comes from that one room: the cutting mat, the tape, the chalk, the pins.
The idea in one line
Try it on before you pay a penny.
Logo
The mark is a browser window cut from cloth: a tacking stitch where the page will be, and a pin holding it in place. Give it clear space of one pin-head all round. Never stretch it, outline it or set it on a busy photo.
Colour, and what each one means
Paper, the default ground
Ink and dark rooms
Cutting: work being made
Measuring: scores, checks
Marks: notes, example data
The one action on a screen
Hardware, small accents
Quiet text
Rule of the room: one pin per screen. Magenta is only ever the main thing to press.
Type
Young Serif
Headlines. Warm, a bit old-fashioned, like a tailor's shop sign.
Geist 400 to 800
Everything you read. Clean and very legible on small phones.
JetBrains Mono
Measurements, labels, tags and prices on tickets.
Voice
| We say | We never say |
|---|---|
| "Your site takes 9 seconds to load on a phone. This one takes 1." | "Your website is killing your business." |
| "I made this before asking, so no hard feelings if it's not for you." | "Limited time offer, reply today." |
| "Reply 'no thanks' and you won't hear from me again." | Hiding the opt-out |
Measured, plain, quietly confident, a bit dry. British spelling. No exclamation marks. One tailoring word per screen, never a pun on every button. Drafts are basted (tacked, temporary) and only the owner can sew one, which means approve it.
The robot staff
Every AI worker is built from the same kit of parts: one of four heads, one of three eye types, a name tag and the tool of its trade. They're set up and ready to switch on, not running yet.
Sound and motion
Sound is off until you turn it on. Every sound is made in the browser from the workroom: a snip for opening, a stitch for ticking, a pin for placing, the tape for measuring. Motion is quick and springy, with cloth that drapes and tags that sway. If your device asks for less motion, everything stands still and nothing is lost.