Your internal reference for brand visuals, content tone, and UI system.
The brand promise is the experience or value our customers should be able to count on every time they deal with us. It’s the “this is what you can expect from us” part of our messaging.
The archetype gives our brand a personality people can recognize and remember. It guides our voice, visuals and messaging so the brand feels consistent.
Core Drive: Nurturing You Sound Like: Compassionate, Generous, Calm You Serve People Who Want: Support, Care, Protection
Core Drive: Belonging You Sound Like: Friendly, Approachable, Honest You Serve People Who Want: Connection, Trust, Relatability
Core Drive: Mastery You Sound Like: Bold, Inspiring, Focused You Serve People Who Want: Strength, Results, Leadership
Core Drive: Innovation You Sound Like: Visionary, Expressive, Original You Serve People Who Want: Ideas, Design, Possibility
Core Drive: Joy You Sound Like: Playful, Witty, Irreverent You Serve People Who Want: Fun, Escape, Entertainment
Core Drive: Transformation You Sound Like: Insightful, Mysterious, Empowering You Serve People Who Want: Change, Clarity, Possibility
Core Drive: Understanding You Sound Like: Wise, Calm, Analytical You Serve People Who Want: Truth, Guidance, Clarity
Core Drive: Liberation You Sound Like: Bold, Disruptive, Unfiltered You Serve People Who Want: Change, Justice, Edge
Core Drive: Freedom You Sound Like: Curious, Brave, Independent You Serve People Who Want: Discovery, Adventure, Growth
Core Drive: Happiness You Sound Like: Gentle, Hopeful, Sincere You Serve People Who Want: Safety, Happiness, Simplicity
Core Drive: Control You Sound Like: Confident, Decisive, Responsible You Serve People Who Want: Structure, Stability, Authority
Core Drive: Connection You Sound Like: Passionate, Warm, Devoted You Serve People Who Want: Beauty, Belonging, Intimacy
The look and feel of our brand.
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Font: Outfit
Weight: 900 (Black)
Size: 3.6 rem
Line Height: 1.15 em
Style: Normal
Use: Hero / top-level titles
Font: Outfit
Weight: 800 (Extra Bold)
Size: 2.4 rem
Line Height: 1.25 em
Style: Normal
Use: Major section headings
Font: Outfit
Weight: 700 (Bold)
Size: 1.9 rem
Line Height: 1.35 em
Style: Normal
Use: Mid-level headers
Font: Outfit
Weight: 600 (Semi Bold)
Size: 1.4 rem
Line Height: 1.4 em
Letter Spacing: 0.5 px
Use: Supporting labels / UI sections
Font: Outfit
Weight: 300 (Light)
Size: 1.2 rem
Line Height: 1.2 em
Style: Normal
Use: Captions / descriptors
Font: Outfit
Weight: 100 (Thin)
Size: 1.05 rem
Line Height: 1.6 em
Style: Uppercase
Use: Fine print / small UI elements
Body Text
Font: Outfit
Weight: 400 (Regular)
Size: 1.125 rem
Line Height: 1.7 em
Style: Normal
Use: Main paragraphs
Accent Text
Font: Outfit
Weight: 500 (Medium)
Size: 1.125 rem
Line Height: 1.7 em
Style: Italic
Use: Inline emphasis / callouts
Font: Outfit
Weight: 700 (Bold)
Size: 1 rem
Line Height: 1.25 em
Style: Uppercase
Use: Interactive / CTAs
This example shows how the type hierarchy, scale and spacing work in an actual layout.
Here’s a positive text color scheme, using dark text on a light background.
Work News About Contact
Here’s a negative text color scheme, using light text on a dark background.
Work News About Contact
Need a little type inspiration? These lookbooks show different font personalities in action, from buttoned-up luxury to mildly unhinged brutalism.
Proper use of the written Hawaiian language is an essential component of many local brands. The principal marks of distinction are the `okina diacritical mark (indicating a glottal stop) and the kahakō (a macron denoting a long vowel).
Note: The `okina is different than the apostrophe or quotes.
Many typefaces support Hawaiian language characters for the `okina and kahakō. To use these characters, enable the Hawaiian keyboard which is available for Windows, Mac OS and Linux.
To enable the Hawaiian keyboard:
In Windows 11, go to Settings → Time & language → Language & region → Add a language, then add Hawaiian from the list of available language/keyboard options.
In Mac OS:
→ Apple menu → System Settings → Keyboard
→ Under Text Input, click Edit
→ Click +
→ Search for or select Hawaiian
→ Select Hawaiian and click Add
→ Make sure Show Input menu in menu bar is enabled so you can switch keyboards easily.
To type Hawaiian characters:
→ To type the ʻokina, enable the Hawaiian keyboard, then press the apostrophe key (‘) just to the right of the semicolon key (;).
→ To type lower-case vowels with the kahakō (ā—ē—ī—ō—ū), enable the Hawaiian keyboard, then hold down the right ALT key while typing the appropriate letter.
→ To type upper-case vowels with the kahakō (Ā—Ē—Ī—Ō—Ū), enable the Hawaiian keyboard, then hold down the right ALT and Shift keys while typing the appropriate letter.
Caution: Even fonts that support the Hawaiian language don’t always include separate glyphs for the `okina.
Full color
Stacked/Vertical
Full color
Horizontal
Black/Grayscale
Stacked/Vertical
Black/Grayscale
Horizontal
Full color
Stacked/Vertical
Full color
Horizontal
White/Neutral
Stacked/Vertical
White/Neutral
Horizontal
Full color
Display favicon, social icon or app mark
Full color
Display favicon, social icon or app mark
Standardized interactive elements.
Positive color scheme (use on a light background).
Negative color scheme (use on a dark background).
Internal reference for brand visuals, content tone, and UI system.
Internal reference for brand visuals, content tone, and UI system.
Internal reference for brand visuals, content tone, and UI system.