Brand board · direction 04
Kerb is where a business meets passing trade: the edge of the street, kerb appeal, the van pulled up outside. Short, British, physical. The world is a miniature street with your yard in the middle, and every service is a place you can point to.
Name
“Kerb” works out loud on the phone, fits on a van door, and suggests both kerb appeal (looking good from the street) and being at the kerbside (right there when you’re needed). It has no technology in it, which suits the audience.
Working name for ideation only. Trademark and domain availability not checked.
Marks
Colour
#FFFFFFGround. Most of every page.
#1D242DText and focus rings.
#2B3440Road-sign panels, footer.
#65707ERoads, rail, strips. Matches the tiles.
#FF6B1AThe only accent. Actions, active stop, Planned.
#E3E6E9Edges, dividers, the underline.
#C6CBD1Kerb faces, inactive marks.
#EEF0F2Quiet section grounds.
#56606CSecondary text.
#2F8A4ATicks and completed states only.
Contrast: ink on white 15.8:1 · white on slate 12.6:1 · ink on cone 5.5:1 · muted on white 6.4:1. White text on cone fails, so never use it.
Type: Archivo, one family on its width axis
Components
The tile set (generated, Replicate)
Rules: true isometric, light from the upper left, matte painted-resin model finish, no text inside images (labels are HTML), and orange only on cones and hoardings. The yard tile was generated first and used as the style reference for every other piece. Prompts and provenance live next to each file.
Single-image alternative: the whole block as one generated still. It’s richer, but it can’t animate place by place, so the prototype uses separate tiles.
Signal tokens
Tokens travel along the roads toward the yard (and out to the job), drawn in one 1.9px stroke icon set on white discs with a cone ring. They show relationships, never counts.
Motion
- Tiles rise, they don’t popPlaces lift 26px and fill with colour over 0.9s (expo ease-out) when built. Future places wait as faint, desaturated ghosts.
- One camera, one streetThe story pans and zooms a single model (1.1s ease-out) rather than cutting between pictures. Scrolling back reverses exactly.
- Signals are slow and fewLoops of 4–8s, a handful at a time, paused when offscreen. Calm traffic, not a notification storm.
- Reduced motionNo travelling tokens or camera moves. The story becomes seven captioned stills.
Voice
Good at your trade. Easier to find.Hero. The brief’s line, kept.
Let’s have a look at your street.Closing CTA. An offer of help, not a pitch.
Still under scaffolding.Roadmap. Honest about what isn’t built.
No Gmail needed. A phone number is enough.Reassurance microcopy.
We need a phone number or an email so we can get back to you.Form error: names the problem and the fix.
We can’t move your postcode, but we can make sure you’re clearly described.Claims: plain about limits.