01 · Starting point — the brand existed as a PDF. On screen, every team rebuilt it from memory.
Financial consultancy · 2024
Vértice Capital
“The brand looks great in the deck and breaks in production.”
The challenge
Beautiful guidelines nobody could implement.
Vértice had an identity made by a large studio and a 90-page PDF. Every vendor interpreted it differently: four blues in circulation, three versions of the logo and a website that looked like nothing in the guidelines.
The approach
The guidelines stop being a PDF and become a package.
We delivered the identity as code: versioned design variables, components and a documentation site that publishes itself. What leadership approves and what the developer installs come out of the same file.
- Client
- Vértice Capital
- Sector
- Financial consultancy
- Services
- Identity + System in code
- Delivery
- 9 weeks
↓ 08 plates — from what was broken to what shipped
02 · Audit — we gathered everything printed in a year. Four blues and three different logos.
03 · Decision — a single mark, drawn on the grid that later becomes the site’s grid.
04 · Proof — the review was done with the team that would use it, not the one that would approve it.
“Guidelines you can’t install aren’t guidelines: they are an intention.”
05 · Hinge — the point where the project stopped being design and became software.
Discarded route · v03
06 · Discarded — we tried serving the brand from an asset CDN. Dropped: nobody knew which version they had installed.
variables.css · same file as the guidelines
:root {
--ink: #000000;
--bone: #E6E6E6;
--chev-span: 192px; /* 8 × calle */
--chev-rise: 96px; /* 4 × calle */
--e-cut: cubic-bezier(.76,0,.24,1);
--t-3: 360ms;
}07 · Delivery — a versioned package. Updating the brand means bumping a minor version.
Live · real component
This is the button that is in production
[ See variables ]
08 · Proof — the same component their team uses. It isn’t a screenshot: it is the package.
Vértice Capital01 / 08Setup
The result
Six months later.
- Load time
- 0.9 s
- Sources of truth
- 1
- Blues in circulation
- 1
LCP on simulated 4G. Before: 4.2 s.
One repository for brand, web and presentations.
There used to be four, and none was the one in the guidelines.
«We stopped arguing about which blue was the right one. Now it installs with one command and the conversation is over.»
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