Creative Brief
Brand Essence
"The future of pre-construction intelligence."
Adjective Framework
| Adjective | Meaning | Visual Expression |
|---|---|---|
| Precise | Accuracy matters. Every measurement, every callout, every detail. | Sharp edges, exact alignments, grid systems |
| Analytical | Data-driven decisions, pattern recognition, systematic extraction | Clean data visualizations, structured layouts |
| Technical | Built by engineers, for engineers. Speaks the language of construction. | Blueprint aesthetics, engineering typography |
| Adjective | Meaning | Visual Expression |
|---|---|---|
| Futuristic | This is where pre-con is headed. Early adopters win. | Clean sci-fi UI, subtle glow effects, advanced interfaces |
| Cutting-edge | AI that actually works. Not a gimmick. | Minimal ornamentation, confidence in simplicity |
| Advanced | Sophisticated technology made accessible | Complex capability, simple presentation |
| Adjective | Meaning | Visual Expression |
|---|---|---|
| Industrial | Built for the jobsite mindset. Robust, no-nonsense. | Heavy typography, utilitarian layouts |
| Utilitarian | Every element serves a purpose. No decoration for decoration's sake. | Functional design, clear hierarchy |
| Functional | It works. Period. | High contrast, readable at any size |
Sci-Fi Inspiration
Clean Futurism
- Minimal interfaces — Information density without clutter
- Clinical precision — Every element intentional, nothing superfluous
- Quiet confidence — Technology so advanced it doesn't need to shout
- Atmospheric space — Generous whitespace (or darkspace) that lets content breathe
- Monolithic forms — Bold, simple shapes that command attention
- Subtle cyan energy — Restrained accent color that signals intelligence at work, never overwhelming
What This Is NOT
| Avoid | Why |
|---|---|
| Busy/cluttered UI | Contradicts precision narrative |
| Neon cyberpunk | Too chaotic, not professional |
| Skeuomorphic details | Dated, undermines "future" positioning |
| Soft/rounded/friendly | Too consumer, not B2B construction |
| Generic SaaS blue | Forgettable, doesn't differentiate |
Emotional Response
Target Audience: GCs, Pre-Con Managers, Estimators
"This is the future of pre-construction."
Secondary: "Finally, something that actually works."
Emotional Progression
-
First glance
"This looks different. Professional. Serious."
-
Exploration
"The attention to detail here... these people get construction."
-
Usage
"It just works. Why didn't this exist before?"
-
Advocacy
"You need to see what we're using for plan analysis."
Visual Language
Color Palette
Typography
| Use | Font | Character |
|---|---|---|
| Display / Hero | Audiowide | Rounded Industrial — Eurostile heritage |
| Headings | Teko | Condensed Industrial — DIN heritage |
| Body / Code | JetBrains Mono | Technical clarity, monospace precision |
| Number Labels | 01 02 03 | Audiowide for sequential markers, section numbers, leading zeros |
Number Styles
Stat / Metric Values
Audiowide · Large scale · Hero metrics and KPIs
Sequential Labels
Audiowide · Leading zeros · Card numbering and list items
Section Badges
JetBrains Mono · Bordered · Section header markers
Inline / Body Numbers
JetBrains Mono · Inherits body style · Data within text
Processing 2,847 pages across 156 documents in 3.2 seconds.
Clean sci-fi aesthetic meets construction utility. Technology so advanced it feels inevitable.
"This is the future of pre-construction."