Design reference · the system we’d build you
One idea, threaded end to end.
Every choice here traces to a single concept — “the leap is the point.” This is the system the homepage is built from, and the kit the whole site would extend.
Palette
A cinematic near-black world, warm bone type, and one committed accent. Drama from contrast and one flare — never a second color.
Usage law — the flare touches the dive line, the diver, one hero word, scene numerals, links, the primary CTA, and the single recognition band. It never becomes body text or a second full band.
Type
Bricolage Grotesque 800 for display — character at scale. IBM Plex Sans for body — crisp and out of the way.
The leap is the point.
Like a good Neighbaaa
We make the ads people are still talking about on Monday — copy that could run as an ad itself.
STATE FARM · SUPER BOWL LVIII · AD METER #1
The dive motif
Their own base-jumper mark — freefalling — is the signature: it anchors the hero, the header and footer wordmark, and the favicon. One diver, everywhere.
The mark (their logo)
Favicon
Components
Voice
In voice“The leap is the point.” · “We make the ads people actually talk about Monday.” · “Let’s jump.”
Out of voice“Your trusted partner for all your marketing needs.” · anything with “solutions,” “elevate,” or “synergy.”
Start-a-brief form
A working sketch of the “Let’s jump” form for the live site. This demo confirms inline — it isn’t wired to a backend yet.