B
Base X Studio
The BXS Style Guide

Our Brand Style.

How the brand looks, on every surface. Color, type, components, motion. Every visual decision pre-answered, in one system. Cream-forward, typographically layered, dark zones rare by design.

Style Guide v4.0 · 2026-05-22 · Locked · 12 Additions · 17 Sections · Start at Foundations
Foundations · Identity

The marque, the lockup, the wordmark.

One identity, three forms. The full lockup leads. The marque stands alone where space is tight. The wordmark carries text-only contexts. Give it room: hold clear space equal to the height of the marque on every side, and never recolour it outside ink, white, or the assets here.

Base X Studio primary logo lockup, black text Primary lockup · on light
Base X Studio primary logo lockup, white text Reversed lockup · on warm-dark
Base X Studio marque The marque
Base X Studio wordmark, black Wordmark · black
Base X Studio wordmark, white Wordmark · reversed
Foundations · Colour

The cream-forward palette, extended.

v2's base palette holds. v3 adds warm-dark surface tokens and the peach-blush gradient that unifies the storefront card family.

— v2 base · unchanged

--cream#FDF8F5
--cream-card#FAF7F3
--ink#0D0B09
--ink-mid#3D3A36
--ink-light#7A756E
--red#E13540
--coral#F27067
--gradlinear-gradient(135deg…)

— v3 additions

--warm-dark#15110E
--warm-dark-card#1F1A16
--peach-blush-gradlinear-gradient(160deg, #FBE5D8, #FAF1EA, #F6EDE3)
--page-bottom-grad5-stop warm peach gradient
Foundations · Typography

Four typefaces. Four roles. Held strictly.

General Sans is the display heading font. Inter carries body and UI. IBM Plex Mono is the metadata voice. Noto Serif holds section sublines. Emphasis is never a font switch and never italic. It's the coral gradient on General Sans, upright, nothing else.

Build a brand, aligned with your business, designed for scale.

Hero h1General Sans · 600 · clamp(38px, 4.2vw, 64px) · -0.02em · 1.06 lh

The Brand Operating System Methodology.

Section h2General Sans · 600 · clamp(28px, 3.2vw, 40px) · -0.02em · 1.12 lh

Brand Evolution.

Card h3General Sans · 600 · 22px · -0.018em · 1.18 lh

For founders of established African businesses whose brand has fallen behind the operation. We diagnose the gap, then build the clarity, identity, and systems to close it.

Section sublineNoto Serif · 400 · 17px · 1.6 lh · ink-mid

Inter at 17/1.55 carries body and sublines. The eye reads this comfortably for long stretches. v3 standardises on Inter for any text under display size, including section descriptions, card sublines, form labels, button text.

BodyInter · 400 · 17px · 1.55 lh · ink-mid
The Solution · Methodology
EyebrowIBM Plex Mono · 700 · 11px · 0.14em · uppercase · red. No dot, no icon. Text only.
03
Big statGeneral Sans · 700 · 96px · -0.04em · 1.0 lh
(folder-tab panel, phase displays)
Three streams. One subscription.
Editorial emphasisCoral gradient on General Sans, the only emphasis device. No font switch, no italic.
Foundations · House Rules

Three rules. No exceptions.

These are the moves the system does not make. Documented here so they stay out of every surface, app, and page going forward.

Rule 01 · Eyebrows

No dots before eyebrows.

Eyebrows are mono uppercase text. No leading dot, no pulse, no icon. The only dot allowed is the middle dot (·) inside the string, as a word separator: "BASE X STUDIO · BRAND PARTNER", "Clear · Aligned · Built For Growth". Same rule applies to hero h1 strings and taglines.

Rule 02 · Borders

No one-sided card borders.

Cards and bentos take a full border or no border. Never just a top stripe, never just a left rail. Dividers between sections are not cards and don't count.

Rule 03 · Emphasis

Upright always. Never italic.

Emphasis is the coral gradient on upright General Sans. No font switch, no italic, no bold-as-emphasis. If a phrase needs to land, it gets the gradient.

Foundations · Stage Palette

The OS, in seven warm tones.

v2's wider hue range stays available for app dashboards. v3 introduces a warm-only palette for marketing surfaces. The OS reads as a story: sand → peach → dark anchor → coral → red → gold → deepest.

01Diagnose
02Business
03Strategy
04Messaging
05Content
06Offer
07Growth

The dark structural anchor in position 03 gives the palette visual rhythm. Without it, the seven stages would blur into a single coral gradient.

Surfaces · Cream / Peach / Warm-Dark

Three card families, each for a role.

Mix all three on a page and it reads as composed. Use only one and it falls flat. Hover the peach-blush card. The v3 fade-to-white hover is the core marketing-card move.

— Family 01

Cream-card.

Informational. Used for dashboard surfaces, app interiors, neutral cards. --cream-card on --cream-border.

— Family 02

Peach-blush.

Storefront. Hover me. Fades to white over 350ms with a brand-red glow shadow and translateY(-3px) lift.

— Family 03

Warm-dark.

Focal moment. Earned weight. Cap at 2–3 dark surfaces per page, no more. They earn meaning by scarcity.

Components · Extended Bento

Two paired views in one container.

The methodology+platform pattern. Two stacked subsections inside one warm-dark surface, separated by a dashed divider. Says "paired views of one OS, not two separate things."

— The Solution · Methodology

The Brand Operating System Methodology.

Three phases. Seven Modules.

01
Phase · Diagnose

Diagnose.

02
Phase · Build

Build.

03
Phase · Scale

Scale.


— The Product · The Platform

The Brand Operating System Platform.

Each stage produces an output that becomes the input for the next. Skipping stages creates downstream problems.

Components · Folder Tabs

An interactive interface for the seven stages.

Active tab and panel share the same gradient, so they read as one folder. Click any of the three demo tabs to see the panel swap colour. In production: auto-rotates 5s per stage, pauses on hover, stops on user click.

BOS · Brand Strategy
03

Crystallise positioning, audience, and the narrative that runs everything. Brand Clarity AI runs the workshop and produces the strategy document.

Components · Bar Chart

The Shape of Brand Maturity.

Five vertical pill bars (rx=36, half bar width, so tops and bottoms are full semicircles). Heights step up to compound. Each bar fills with its own top-to-bottom gradient from the v3 stage palette.

The Shape Of Brand Maturity
Five Stages · Compounding Leverage
AUDIT CLARITY IDENTITY SYSTEMS SCALE DIAGNOSE → BUILD → SCALE CLARITY PRECEDES SCALE
Components · Buttons

Four weights. One hierarchy.

Hero rule: in a hero with three CTAs, do one filled primary + one filled secondary + one text link. Three filled buttons of equal weight don't read as a hierarchy.

Or, join the waitlist
Components · Frosted Glass

The nav material, in light and dark.

The nav pill, the Connect-With-Us CTA, and the floating section-nav button all use frosted glass. v3 specifies dark-mode variants so the nav stays consistent regardless of the page's theme.

— Light mode
— Dark mode
Components · Status Pills

A closed vocabulary.

Use these and only these. Adding new statuses fragments the visual language and erodes the system's clarity over time.

Live Avail Free Soon Coming Q3 2026 Planned Final Module · In Build
Patterns · Hover-Reveal

Cards reveal on intent, not on accident.

Descriptions collapse to zero height at rest, then expand on hover after a deliberate 0.5s delay. The delay turns hover from a twitchy state into something the user has to mean. Hover any card below.

Module 01

Diagnose.

Audit where the brand has fallen behind the operation. Every engagement begins here, no exceptions.

Module 02

Brand Clarity.

Positioning, audience, messaging architecture. The strategic foundation every other module runs on.

Module 03

Brand Identity.

Visual identity and website built from completed strategy. Expression follows clarity, not the other way around.

/* Description collapsed at rest */
.card-desc{
  max-height: 0;
  opacity: 0;
  transform: translateY(-12px);
  overflow: hidden;
  transition: max-height .35s ease, opacity .25s ease, transform .35s ease;
}

/* On hover, 0.5s delay before reveal */
.card:hover .card-desc{
  max-height: 200px;
  opacity: 1;
  transform: translateY(0);
  margin-top: 10px;
  transition: max-height .55s ease .5s,
              opacity .4s ease .5s,
              transform .5s ease .5s,
              margin-top .45s ease .5s;
}
Patterns · Auto-Cycle

From understanding to scale, in five moves.

The same hover-reveal pattern, but auto-cycling through items in a loop. Hovering anywhere over the row pauses the cycle and lets the user drive. Cycle stops permanently on first manual click in interactive use cases.

01

Understand your brand.

Diagnose where the brand has fallen behind the operation.

02

Clarify your strategy.

Positioning, audience, and the narrative that runs everything.

03

Build your systems.

Identity, messaging, and the operating frameworks behind them.

04

Generate content.

A content operation that compounds, not a stream of one-offs.

05

Scale what works.

Offers, funnels, and the growth infrastructure that turns attention into revenue.

// Auto-cycle reveal, pauses on hover; runs only when in viewport
(function() {
  var items = document.querySelectorAll('.cyclable');
  var current = 0, interval = null, paused = false;

  function reveal(idx){
    items.forEach(function(el, i){
      el.classList.toggle('is-revealed', i === idx);
    });
  }
  function start(){
    if (interval) return;
    reveal(current);
    interval = setInterval(function(){
      if (paused) return;
      current = (current + 1) % items.length;
      reveal(current);
    }, 3000);
  }
  function stop(){ if (interval){ clearInterval(interval); interval = null; } }

  container.addEventListener('mouseenter', function(){ paused = true; });
  container.addEventListener('mouseleave', function(){ paused = false; });

  new IntersectionObserver(function(entries){
    entries.forEach(function(e){ e.isIntersecting ? start() : stop(); });
  }, { threshold: 0.3 }).observe(container);
})();
Patterns · Floating UI

Two persistent floating elements.

The theme toggle pill at bottom-center and the section-nav button at right-edge mid-height. Both float over the page regardless of scroll. Both are subtle. Both stay out of the user's way until needed. This very page has both. Try them.

→ persistent floating ui →
Patterns · Page-Bottom Gradient Zone

Resolution at the page edge.

A warm peach gradient wrapping the final CTA, fading up to white. On a marketing page it turns the bottom into the warmest, most resolved zone rather than a generic block. Rendered live below.

Final CTA

Build the brand your business has earned.

Clarity precedes scale. Start with the scorecard, then install the system that governs how the brand shows up everywhere.

Patterns · Composition

From flat to composed.

The style system handles tokens. Composition decides whether a page reads as a CMS template or as a position being argued. Below is one real section from a Brand OS page, rendered both ways. Same content. Different shape. The difference is the whole gap.

Anti-pattern System-compliant. Brand-flat. Templated.
03 · Position & Landscape

Where we stand in the market.

For established founder-led businesses whose brand has not kept pace with their operational sophistication, Base X Studio is the strategic brand partner that installs the brand infrastructure to operate at the level the business is actually building toward.

Visible Methodology Systems, Not Projects Strategy Enables Expression African Specialisation Inflection-Point Depth

Main Competitors

01 · Competitor
The Branded Agency

Brand + performance.

02 · Competitor
BSD Group

Institutional.

03 · Competitor
Kenyan Grafik

Closest analogue.

AP4 · Italic emphasis

Noto Serif italic in the h2. Banned by Rule 03.

AP3 · Symmetric grid

repeat(3, 1fr) for competitors. Three uniform cards reading as one shape.

AP8 · Metadata stacking

Number plus "Competitor" label plus name on every card. Three signals doing one job.

AP7 · No bespoke move

Nothing in the section is custom. The white space gets a paragraph, not a surface.

Composed Same content. Different shape.
Position & Landscape

The strategic brand partner that installs brand infrastructure.

For established founder-led businesses whose brand has not kept pace with their operational sophistication. One word owns the position. Everything downstream argues from it.

Five Differentiators
01 Visible Methodology
02 Systems, Not Projects
03 Strategy Enables Expression
04 African Specialisation
05 Inflection-Point Depth
The White Space

No competitor holds all four at once.

Published methodology. Systems orientation. African market specificity. Inflection-point focus. The intersection is the position BXS owns.

Methodology
Systems
African
Inflection
The Branded Agency
Brand + performance.
Misses · Methodology · Systems
BSD Group
Institutional.
Misses · African · Inflection
Kenyan Grafik
Closest analogue.
Misses · Methodology
Pattern C · Asymmetric Foundation

1.4fr / 1fr split. Positioning statement anchors, differentiators support. Distinct shape.

Rule 03 · Coral gradient

"Brand infrastructure" in gradient, upright. One emphasis device, one phrase, scarce.

Bespoke move

The warm-dark white-space card. The position earns its own surface, not a paragraph.

One signal per card

Each competitor carries name, line, gap. No numbered eyebrow, no version stamp.

Reference · Tokens

The :root block, ready to drop in.

Every v3 BXS surface starts with this token set. If a colour isn't in here, you're inventing. Go back to the system.

:root{
  /* Cream surfaces */
  --cream:#FDF8F5;
  --cream-card:#FAF7F3;
  --cream-soft:#F5F0EA;
  --cream-border:rgba(0,0,0,0.08);
  --cream-border-strong:rgba(0,0,0,0.12);

  /* Ink */
  --ink:#0D0B09;
  --ink-mid:#3D3A36;
  --ink-light:#7A756E;
  --ink-faint:#B8B3AC;

  /* Brand */
  --red:#E13540;
  --coral:#F27067;
  --grad:linear-gradient(135deg,#E13540,#F27067);

  /* Warm-dark surfaces (v3) */
  --warm-dark:#15110E;
  --warm-dark-card:#1F1A16;
  --warm-dark-border:rgba(255,255,255,0.08);
  --warm-dark-border-strong:rgba(255,255,255,0.14);

  /* Gradients (v3) */
  --peach-blush-grad:linear-gradient(160deg, #FBE5D8 0%, #FAF1EA 60%, #F6EDE3 100%);
  --page-bottom-grad:linear-gradient(to top, #ECBFAE 0%, #F6D8C8 22%, #FBE5D8 45%, #F8EFE6 70%, #FFFFFF 100%);

  /* Radius */
  --r-sm:8px; --r-md:12px; --r-lg:18px; --r-xl:24px; --r-2xl:32px;
}
The studio

Built by Base X Studio. Run on its own OS.

Base X Studio builds the Brand Operating System. This is the studio's own instance. Every page and tool is proven here before it ships to a client engagement.

Operating model Brand OS, dogfooded
Active stage 05 · Content
OS instances BXS + Saving Grace
Otoabasi Bassey Founder · Base X Studio
Base X Studio Brand Operating System