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Design system
The brand lives in one idea: every home begins at a door. The mark is her initials with a pink full stop, the site is one continuous walk through a house, the colour is lime-washed paper with one shot of pink, and the type is a bold book serif beside a plain sans.
01 · The mark
The initials
Her initials, lowercase, constructed rather than typed: a single-storey a made of one circle and a stem, a k made of a stem and two straight arms, all at one stroke weight. The full stop is gulabi pink, the one colour in the mark, and the same full stop every headline on the site ends on. Nothing else: no frame, no arch, no rule. The descriptor under the name is Design Studio.
| Clear space | The width of the a on every side. Never set the mark inside a circle or a box, except the favicon square, and never rebuild it in a typeface. |
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| Minimum size | Mark 20 px on screen, 6 mm in print. Below that use the favicon version (ak without the dot on a night square). |
| Colour | Ink on paper, or paper on night. The full stop stays gulabi in both. Never a gradient, never a drop shadow, never the letters in pink. |
| Files | /assets/brand/ak-mark.svg, ak-mark-inverse.svg, ak-lockup-horizontal.svg, ak-lockup-stacked.svg, ak-wordmark.svg, favicon.svg |
02 · Colour
Lime wash, ink, and one pink
Paper and ink do almost all the work. Gulabi is the accent and should cover less than a tenth of any surface: the rosette, index numbers, the word that matters in a sentence, a button on hover. Haldi and leaf are support colours for print and social, used one at a time.
03 · Type
Newsreader and Instrument Sans
Newsreader at its 72-point optical size, semibold (600), for anything large: it has the weight of a book title and none of the fashion-magazine stiffness. Instrument Sans for everything you read at body size, labels and buttons. No italic headlines, no all-caps serif, no more than two sizes on one screen besides labels.
04 · Voice
Short, specific, warm
| Say | Old wood given a second life. White walls left to breathe. The one room that has stopped feeling like you. |
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| Avoid | Bespoke luxury living spaces. Elevating your lifestyle. Timeless elegance. Anything a template could have written. |
| Names | Series are named the way Arti names them on Instagram: The White Love, Happy Hues, Yin & Yang, Nurtured by Nature, Doorway To. |
| Punctuation | Full stops at the end of headlines. No exclamation marks. No em dashes; use a comma or a new sentence. |
05 · Components
Full-bleed rooms, the index rail, the buttons
Rooms are always full-bleed, never framed, never cropped into shapes. The index rail lists the rooms with a gulabi number on the current one. Buttons are pills: paper on night, ink on paper, with gulabi arriving on hover.
06 · Motion
One door, opened slowly
| Signature | The whole site is one walk: scroll scrubs a continuous film from the front door through the living room, dining room, bedroom and balcony. Chapter captions play on their own clock, never scrubbed. The living room holds while the same room is revamped four times by a sweeping wipe. |
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| Easing | cubic-bezier(.16,1,.3,1) for reveals, power2.inOut for anything scrubbed, expo.out for headlines rising through a padded mask. |
| Restraint | Nothing else pins. Mobile never pins or rails content, galleries only. Reduced motion turns every animation off and shows the page settled. |