Brand assets
Brand description & identity system.
How Analytt Digital looks, sounds and shows up across the website, campaigns, reports and client communications. Measurement-first, evidence-led, commercially confident.
Brand essence
Positioning
A specialist partner in paid media, measurement infrastructure and growth strategy. “A measurement-first agency, by design.”
Personality
Confident, sharp, commercially minded, plain-spoken and collaborative.
Brand promise
Know what each shilling returns. Less guesswork, clearer measurement, better decisions.
Core principles
Clarity
One message per section, strong hierarchy, generous whitespace.
Evidence
Tie claims to tracked outcomes. Zero vanity metrics.
Momentum
Orange marks the next action; directional forms point forward.
Accountability
Every report ends in a named action: scale, cut or test.
Logo & brand mark
Wordmark · primary
Wordmark · solid plum
Clear space
Keep at least the height of the “t” arrow free on every side.
Minimum size
Wordmark: 96 px wide on screen, 24 mm in print. Symbol: 20 px.
Never
Stretch, skew, rotate, outline, add effects, swap the colours or place on busy imagery.
Color palette
Core colors
Plum scale
Orange scale
Color balance
Roughly: white 46% · warm paper 14% · plum 24% · lavender 6% · orange 10%. Orange stays an accent.
Typography
Do
Break headlines deliberately; accent one short phrase in orange; use sentence case; keep body lines under 75 characters.
Avoid
Long all-caps paragraphs, competing display weights, italics, tight body leading, small orange text on white.
Visual style & layout
Hero wash gradient
linear-gradient(105deg,#FFF 0%,#FFF 47%,#FFF7F4 73%,#FFF0EB 100%)Card shadow
0 4px 14px rgba(41,34,62,.07)CTA glow
0 8px 22px rgba(230,66,29,.28)UI components
Imagery & graphic motifs
Hero artwork
Large symbol mosaic on the right, floating icons at low opacity, soft peach glow behind. Slate left, orange right.
Photography
Authentic East African professionals and teams: warm light, natural expressions, offices and working moments.
Overlay & rings
Photos sit on the orange-to-dark gradient. A translucent ring at one corner adds movement; never use heavy filters.
Voice & messaging
Voice traits
Clear · Evidence-led · Confident · Commercial · Collaborative.
Message pattern
Problem → Insight → Action → Measured outcome. Name the action: scale, cut or test.
Local currency
Speak in shillings and KES, name Nairobi and East Africa, reference M-Pesa, Google, Meta, TikTok and LinkedIn.
On-brand
- “Know what each shilling returns.”
- “Decisions, not dashboards.”
- “Data is not a dashboard, it’s your competitive edge.”
- “No deck. No obligation. Just the findings.”
Off-brand
- “We guarantee explosive growth overnight!”
- “The world’s most revolutionary solution.”
- “Leverage synergistic paradigms.”
- “Skyrocket your likes and followers.”
Brand applications
Email signatures
Copy/paste HTML + plain text with editable tokens.
View template →Social banners
Hero-led covers for LinkedIn and campaigns.
View template →Business cards
Front + back concept with print guidance.
View template →Letterheads
A4 templates with copy-paste blocks.
View template →Social posts
Templates with export to image.
View template →Website
White hero, plum data band, warm-paper insights, orange footer panel.
Accessibility
| Pair | Foreground / Background | Ratio | Result | Use |
|---|---|---|---|---|
| Plum 900 | #29223E / #FFFFFF | 15.1:1 | AA | Headlines, body on white |
| Body grey | #6F687F / #FFFFFF | 5.3:1 | AA | Body copy |
| Orange 700 | #D53B1A / #FFFFFF | 4.7:1 | AA | Small accent text (safe) |
| Orange 600 | #E6421D / #FFFFFF | 4.1:1 | Large text only | Headline accent (large text) |
| White on plum | #FFFFFF / #29223E | 15.1:1 | AA | Dark panels |
Focus
Every link, button and field shows a visible focus ring in Orange 700.
Motion
Respect reduced-motion: avoid decorative animation where possible.
Data alternatives
Provide a table or text summary for charts and accessible routes.