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Base style · 1990s-2000s · dense

Brutalist

Raw web brutalism: system and mono type, visible 2 px borders on every cell, default-blue underlined links, harsh black-on-white contrast and zero polish.

Moods
raw, rebellious, bold, technical
Suits
agency, portfolio, devtools, music, media, events
Type
Space Mono

Principles

  • Show the structure: every cell has a visible 2 px border and cells touch with zero gap
  • Use mono and system faces only; headlines in uppercase at the very top of the scale
  • Links look like links: accent-blue, underlined, no buttons where a link will do
  • Pack information densely; let text run full width and touch the edges
  • No decoration, no motion, no polish: if it looks designed, strip it back

Hard rules

  • No rounded corners, shadows, gradients, blur, glass or soft colour tints.
  • No transitions or animations except marquees (and those stop under prefers-reduced-motion).
  • No icons, illustrations, emoji or decorative shapes.
  • No centred text, no centred hero, no generous whitespace for its own sake.
  • No card hover effects, no lifts, no pills, no badges.
  • No more than two families (heading + mono/body); no light weights.

Full page preview with sample copy, rendered from the same tokens and layout the agent receives.

For coding agents

Rules and live patterns

Every pattern Brutalist owns, drawn by the same renderer as the picker with the style's default tokens and sample copy. Each has an anchor (#<pattern id>). A design's own DESIGN.md and tokens.json stay the source of truth; this page shows what the patterns look like.

Do

  • Give every cell, panel and input a visible border of `tokens.border.width` (2 px) in the heading colour (`border.style: thick`, never a grey hairline) on all four sides; let neighbouring borders collapse into one line (zero gap).
  • Use the mono face for labels, numbers, dates and metadata; headlines in the heading face, uppercase, heaviest weight, at steps 6–8.
  • Style links as links: accent colour, always underlined, no padding or background; use a filled button only for the one primary action per screen.
  • Let headlines run the full width of the page and break where they must; on phones drop to step 3 and hyphenate rather than shrinking further.
  • Keep spacing tight: cell padding 8–24 px, section padding `tokens.space.section` (64 px).
  • Use the default pure black text on pure white (or the palette's near equivalents) and one accent colour.
  • Show raw metadata in mono: file names under images, ISO dates, version stamps.
  • At 375 px keep borders on every stacked cell and let marquees and nav links scroll horizontally.

Don't

  • No rounded corners, shadows, gradients, blur, glass or soft colour tints.
  • No transitions or animations except marquees (and those stop under prefers-reduced-motion).
  • No icons, illustrations, emoji or decorative shapes.
  • No centred text, no centred hero, no generous whitespace for its own sake.
  • No card hover effects, no lifts, no pills, no badges.
  • No more than two families (heading + mono/body); no light weights.
  • No hidden content: no accordions, carousels or tabs — show everything.
  • No hard offset shadows or candy colours (that is neo-brutalism, a different style).

Heroes (4)

Raw document

hero.brutalist-raw-document · hero

Rule
The hero is a plain HTML document: a mono path line, an uppercase h1 at step 8 across the full width, a 1 px rule, a paragraph and bare underlined links. No grid, no image.
Slots
eyebrow, headline, subhead, cta, cta2, meta
Notes
Looks like an unstyled page that happens to be enormous. Links are default-blue underlined text, never buttons.

Stack, full width, no grid: a mono small line like a file path or "last modified" stamp; the headline in uppercase at step 8, heaviest weight, leading tight, allowed to run edge to edge and break mid-word on phones; a 1 px rule; the subhead as a plain paragraph (max 60 ch); then two bare links (underlined, accent colour, no padding, no fill) side by side; a 1 px rule and a mono meta line. Nothing is boxed or aligned beyond the left edge.

Brand & product studio

We make complicated companies simple to choose

Northfold is a 14-person studio helping manufacturers, labs and B2B teams explain what they do — and look like they mean it.

Start a projectRead case studies

Booking projects from June 2026

Desktop

Brand & product studio

We make complicated companies simple to choose

Northfold is a 14-person studio helping manufacturers, labs and B2B teams explain what they do — and look like they mean it.

Start a projectRead case studies

Booking projects from June 2026

Phone, 390 px

Cell wall

hero.brutalist-cell-wall · hero

Rule
A wall of bordered cells with no gutter: the headline cell spans 1–8 over two rows; eyebrow+subhead and the CTA stack in 9–12; a meta cell 1–4 and a wide text cell 5–12 close the wall.
Slots
headline, eyebrow, subhead, cta, meta, statement
Grid
headline 1-8 · info 9-12 · action 9-12 · meta 1-4 · body 5-12
Notes
Every cell has a 2 px border on all sides; neighbouring borders touch (collapse) — like an HTML table with border=1.

Five cells on a 12-column grid with zero gap, each with a 2 px border on all four sides (borders collapse into single lines). Cell 1: headline in 1–8 across rows 1–2, uppercase, step 7, heaviest weight. Cell 2 (9–12, row 1): mono eyebrow and the subhead. Cell 3 (9–12, row 2): one primary button at medium size, bottom of the cell, accent fill, square. Cell 4 (1–4, row 3): a mono meta line. Cell 5 (5–12, row 3): a one-line statement in body size (different copy from the subhead). At phone width cells stack in source order and keep their borders.

We make complicated companies simple to choose

Brand & product studio

Northfold is a 14-person studio helping manufacturers, labs and B2B teams explain what they do — and look like they mean it.

Start a project

Booking projects from June 2026

Most rebrands fail because they start with a logo. Ours start with a sales call recording and a spreadsheet of lost deals.

Desktop

We make complicated companies simple to choose

Brand & product studio

Northfold is a 14-person studio helping manufacturers, labs and B2B teams explain what they do — and look like they mean it.

Start a project

Booking projects from June 2026

Most rebrands fail because they start with a logo. Ours start with a sales call recording and a spreadsheet of lost deals.

Phone, 390 px

Marquee scream

hero.brutalist-marquee-scream · hero

Rule
An accent marquee band on top, a full-width uppercase headline at step 5, then subhead 1–5 and CTA 10–12; a second marquee in the inverse colours at the bottom.
Slots
tagline, headline, subhead, cta, meta
Grid
headline full · subhead 1-5 · cta 10-12
Notes
Marquees scroll continuously (pause on hover and under prefers-reduced-motion).

Bleed edge to edge. Top: a marquee band in accent with onAccent mono uppercase text, 2 px borders top and bottom. Middle: the headline across the full width (step 5, heaviest weight, uppercase, tight — four or five lines at most at 1440 px), then the subhead in 1–5 and an underlined CTA bottom-aligned in 10–12. Bottom: a second marquee in heading-on-bg (inverse) with the meta copy. At phone width the headline drops to step 3 and may break mid-word with hyphens.

Strategy and design for companies that make thingsPositioningIdentityWebsitesStrategy and design for companies that make thingsPositioningIdentityWebsites

We make complicated companies simple to choose

Northfold is a 14-person studio helping manufacturers, labs and B2B teams explain what they do — and look like they mean it.

Start a project
Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026
Desktop
Strategy and design for companies that make thingsPositioningIdentityWebsitesStrategy and design for companies that make thingsPositioningIdentityWebsites

We make complicated companies simple to choose

Northfold is a 14-person studio helping manufacturers, labs and B2B teams explain what they do — and look like they mean it.

Start a project
Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026Booking projects from June 2026
Phone, 390 px

Image dump

hero.brutalist-image-dump · hero

Rule
A bordered grayscale photo fills 1–7 over three rows; the uppercase headline overlaps it from column 6 to 12 on row 1; subhead and CTA sit in 9–12 below.
Slots
headline, heroImage, subhead, cta
Grid
image 1-7 · headline 6-12 · subhead 9-12 · cta 9-11
Notes
The headline cell overlaps the photo by one column and has the page background, so it cuts into the image.

A grayscale photograph with a 2 px border and a raw caption (file name in mono) fills 1–7 across rows 1–3. The headline (step 7, heaviest weight, uppercase) sits on row 1 from column 6 to 12, on the page background, so it overlaps the photo by one column. Row 2: subhead in 9–12, one column clear of the photo. Row 3: a primary button in 9–11. At phone width the headline comes first, then the photo, subhead and button.

We make complicated companies simple to choose

Corvid Robotics — identity

Northfold is a 14-person studio helping manufacturers, labs and B2B teams explain what they do — and look like they mean it.

Start a project
Desktop

We make complicated companies simple to choose

Corvid Robotics — identity

Northfold is a 14-person studio helping manufacturers, labs and B2B teams explain what they do — and look like they mean it.

Start a project
Phone, 390 px

Navigation (2)

Content blocks (12)

Raw table

list.brutalist-raw-table · list

Rule
A bordered table: a grey header row (label + count) then items as rows — number 1, title 2–6, text 7–11, mono date 12 — separated by 1 px rules.
Slots
sectionLabel, caption, items[3..12]
Grid
no 1-1 · item 2-6 · description 7-11 · date 12-12

The whole list sits in one box with a 2 px border. First row on surfaceAlt: the section label in mono uppercase on 1–6 and a mono caption (item count, "sorted by date") on 7–12. Then each item is a row with 1 px rules between: number (mono) on 1, title (h4, uppercase) on 2–6, body on 7–11, mono date on 12. Tabular, dense, no padding beyond 8–16 px. At phone width each row stacks and the header row keeps only the label (the caption hides).

Index

Corvid Robotics — identity

01

Discovery sprint

Two weeks of interviews, audits and competitor teardown.

2 weeks

02

Positioning workshop

A day with your leadership to agree on one story.

1 day

03

Identity design

Logo, type, colour, motion and a working toolkit.

8 weeks

04

Website

Strategy, copy, design and build in Webflow or Next.js.

10 weeks

05

Launch support

Training, templates and a month of on-call design.

4 weeks

06

Retainer

A senior designer embedded two days a week.

Ongoing

Desktop

Index

01

Discovery sprint

Two weeks of interviews, audits and competitor teardown.

2 weeks

02

Positioning workshop

A day with your leadership to agree on one story.

1 day

03

Identity design

Logo, type, colour, motion and a working toolkit.

8 weeks

04

Website

Strategy, copy, design and build in Webflow or Next.js.

10 weeks

05

Launch support

Training, templates and a month of on-call design.

4 weeks

06

Retainer

A senior designer embedded two days a week.

Ongoing

Phone, 390 px

Cell grid

features.brutalist-cell-grid · features

Rule
Features in a four-column grid of bordered cells with zero gap; each cell: mono number, uppercase title, short text.
Slots
title, features[4..8]
Grid
title full · cells full

An h2 in uppercase at step 5 across the full width, then four to eight features in a 4-column grid with zero gap; each cell has a 2 px border (collapsed), 16–24 px padding, a mono number, an uppercase h3 and a short paragraph. Cells are not cards: no radius, no shadow, no hover lift. At phone width cells stack one per row.

What we do

01

Positioning

Find the one sentence your best customers already believe.

02

Identity systems

Logos, type and colour that work on a factory floor and a pitch deck.

03

Websites

Fast, editable sites built on the CMS your team already knows.

04

Sales enablement

Decks, one-pagers and demos your reps actually use.

05

Product naming

Names that survive trademark search and a noisy trade show.

06

Brand governance

Guidelines as a living site, not a forgotten PDF.

Desktop

What we do

01

Positioning

Find the one sentence your best customers already believe.

02

Identity systems

Logos, type and colour that work on a factory floor and a pitch deck.

03

Websites

Fast, editable sites built on the CMS your team already knows.

04

Sales enablement

Decks, one-pagers and demos your reps actually use.

05

Product naming

Names that survive trademark search and a noisy trade show.

06

Brand governance

Guidelines as a living site, not a forgotten PDF.

Phone, 390 px

Wall of text

content.brutalist-wall-of-text · content

Rule
An 8 px bar, a mono label, then a full-width uppercase statement at step 3 and two dense body columns 1–6 and 7–12.
Slots
sectionLabel, statement, body, body2
Grid
statement full · body 1-6 · body2 7-12

An 8 px bar in the text colour across the full width, a mono uppercase section label, the statement in uppercase at step 3 (heaviest weight, tight, full width, no max width), then the body in two columns 1–6 and 7–12 set tight (line-height 1.35). Dense on purpose. At phone width the columns stack.

About

Most rebrands fail because they start with a logo. Ours start with a sales call recording and a spreadsheet of lost deals.

Each engagement starts with a two-week audit: interviews with customers, sales and the people who build the product. The brief writes itself after that.

We hand over everything — source files, a living brand system and a website your team can edit without calling us.

Desktop

About

Most rebrands fail because they start with a logo. Ours start with a sales call recording and a spreadsheet of lost deals.

Each engagement starts with a two-week audit: interviews with customers, sales and the people who build the product. The brief writes itself after that.

We hand over everything — source files, a living brand system and a website your team can edit without calling us.

Phone, 390 px

Contact sheet

gallery.brutalist-contact-sheet · gallery

Rule
Photos as a contact sheet: six square grayscale frames per row with zero gap, each bordered with its file name in mono underneath.
Slots
sectionLabel, items[6..18]
Grid
sheet full

A mono label line, then six to eighteen photos in a 6-column grid, zero gap, each in a 2 px bordered cell: a square grayscale image and its file name (mono small) underneath, like a darkroom contact sheet. No hover zoom, no lightbox chrome. At phone width the sheet becomes one horizontally scrolling strip of the same bordered cells (about 1.25 cells visible), like a strip of negatives.

Gallery

2026

2025

2024

2023

2026

2025

Desktop

Gallery

2026

2025

2024

2023

2026

2025

Phone, 390 px

Shout quote

testimonial.brutalist-shout-quote · testimonial

Rule
A mono label in columns 1–2, top-aligned; the quote in a bordered box across 3–12, uppercase at step 4, heaviest weight; author and role in mono below.
Slots
sectionLabel, quote, author, role
Grid
label 1-2 · quote 3-12

Columns 1–2: the section label, mono uppercase, top-aligned and never rotated. Columns 3–12: one box with a 2 px border holding the quote in uppercase at step 4, heaviest weight, no quotation-mark glyph ornament, then author and role in mono small, separated by " — ". At phone width the label sits above the box and the quote drops to step 3.

Kind words

“They understood our product faster than our own sales team did.”

Hanna Lindqvist

CEO, Corvid Robotics

Desktop

Kind words

“They understood our product faster than our own sales team did.”

Hanna Lindqvist

CEO, Corvid Robotics

Phone, 390 px

Counter strip

stats.brutalist-counter-strip · stats

Rule
Figures as a strip of touching bordered cells: the number in mono at step 5, the label in uppercase mono under it.
Slots
stats[2..4]
Grid
strip full

Two to four cells in one row with zero gap and collapsed 2 px borders. Each cell: the number in the mono face at step 5 (weight 700, tabular) at the top, the uppercase mono label pinned to the bottom so labels line up across cells. Numbers are raw — no animation, no units in another colour. At phone width cells stack full width.

140+

launches shipped

12

years independent

9 of 10

clients return

Desktop

140+

launches shipped

12

years independent

9 of 10

clients return

Phone, 390 px

Plain Q&A

faq.brutalist-plain-list · faq

Rule
Questions as numbered rows: mono number in 1, question (uppercase h4) 2–5, answer 6–12, 1 px rules between; every answer visible.
Slots
title, faqs[4..12]
Grid
number 1-1 · question 2-5 · answer 6-12

An uppercase h2, then four to twelve rows separated by 1 px rules: a mono number ("Q1") on 1, the question in uppercase h4 on 2–5, the answer as plain text on 6–12. All answers are open — no accordions, no chevrons. At phone width each row stacks.

Working together

01

How big are your projects?

Most run 8–16 weeks with a team of three to five people.

02

Do you work with startups?

Yes, from Series A onwards, when there's a product and paying customers.

03

Do you build the website too?

We design and build, then train your team to run it.

04

Where are you based?

Lisbon and London, working with clients across Europe and North America.

05

Can we hire you for a single deliverable?

Occasionally — a naming project or a sales deck. Ask us.

Desktop

Working together

01

How big are your projects?

Most run 8–16 weeks with a team of three to five people.

02

Do you work with startups?

Yes, from Series A onwards, when there's a product and paying customers.

03

Do you build the website too?

We design and build, then train your team to run it.

04

Where are you based?

Lisbon and London, working with clients across Europe and North America.

05

Can we hire you for a single deliverable?

Occasionally — a naming project or a sales deck. Ask us.

Phone, 390 px

Price list

pricing.brutalist-price-list · pricing

Rule
Plans as lines in one bordered box: uppercase name left, mono price, a bare link right — justified across the full width.
Slots
title, plans[2..5]
Grid
list full

One box with a 2 px border. Each plan is a single row with space-between: plan name (uppercase h3), the price in mono at step 4, the inclusions as one small line, and a bare underlined link ("buy →"). Rows are separated by 1 px rules. The recommended plan is marked with "[recommended]" in mono, never a coloured card. At phone width each row wraps.

Engagements

Sprint

€18k

Two-week positioning sprint with a written brand platform.

Choose Sprint

Rebrand

€85k

Positioning, identity and a launch toolkit over 12 weeks.

Most popular — choose

Partner

€14k/mo

A standing team for product launches and campaigns.

Choose Partner
Desktop

Engagements

Sprint

€18k

Two-week positioning sprint with a written brand platform.

Choose Sprint

Rebrand

€85k

Positioning, identity and a launch toolkit over 12 weeks.

Most popular — choose

Partner

€14k/mo

A standing team for product launches and campaigns.

Choose Partner
Phone, 390 px

Changelog

blog.brutalist-changelog · blog

Rule
Posts as a changelog: mono date 1–2, underlined title 3–12 with a one-line summary under it; 1 px rules between entries.
Slots
title, posts[4..20]
Grid
date 1-2 · entry 3-12

An uppercase h2, then entries separated by 1 px rules: the date in mono (YYYY-MM-DD) on 1–2, the title as an underlined h4 link on 3–12 with a one-line summary in small type directly under it. No thumbnails, no tags, no read-time badges. At phone width the date sits above the title.

Field notes

Apr 3, 2026 · 8 min

Your homepage is a sales call nobody attends

What lost-deal interviews reveal about B2B websites.

Mar 1, 2026 · 5 min

The case against the brand book

Why guidelines belong in a website your team visits.

Jan 22, 2026 · 6 min

Naming a product in 2026

Trademarks, domains and the 400-name longlist.

Dec 9, 2025 · 4 min

Industrial brands deserve good type

Notes from rebranding a valve manufacturer.

Desktop

Field notes

Apr 3, 2026 · 8 min

Your homepage is a sales call nobody attends

What lost-deal interviews reveal about B2B websites.

Mar 1, 2026 · 5 min

The case against the brand book

Why guidelines belong in a website your team visits.

Jan 22, 2026 · 6 min

Naming a product in 2026

Trademarks, domains and the 400-name longlist.

Dec 9, 2025 · 4 min

Industrial brands deserve good type

Notes from rebranding a valve manufacturer.

Phone, 390 px

Name dump

logos.brutalist-name-dump · logos

Rule
Client names typed out in a 6-column grid of bordered cells, uppercase mono, zero gap. No logos.
Slots
sectionLabel, clients[6..24]
Grid
names full

A mono label, then six to twenty-four client names, each in a bordered cell (collapsed 2 px borders), mono uppercase label size, in a 6-column grid. No logo images. At phone width two per row.

Trusted by

Corvid Robotics

Fieldstack

Tidewater Labs

Arklow Valves

Mosswood Bio

Kestrel Freight

Desktop

Trusted by

Corvid Robotics

Fieldstack

Tidewater Labs

Arklow Valves

Mosswood Bio

Kestrel Freight

Phone, 390 px

Raw form

contact.brutalist-raw-form · contact

Rule
Two bordered cells: 1–6 holds the email at step 3 in mono plus phone and address; 7–12 holds a bare form with 2 px bordered inputs.
Slots
title, email, phone, address, contact
Grid
details 1-6 · form 7-12

Two cells with collapsed 2 px borders. Cell 1 (1–6): uppercase h2, the email in mono at step 3 (the main call to action, underlined), phone and address as plain lines. Cell 2 (7–12): the form — name, email, message — with labels above inputs, 2 px borders, no radius, and a submit button that looks like a default HTML button in the accent colour. At phone width cells stack.

Start a conversation

hello@northfold.com

+351 21 340 5512

Rua da Boavista 72, 1200-066 Lisboa

Name
Your name
Email
you@example.com
Message
Tell us a little about your project…
Send message
Desktop

Start a conversation

hello@northfold.com

+351 21 340 5512

Rua da Boavista 72, 1200-066 Lisboa

Name
Your name
Email
you@example.com
Message
Tell us a little about your project…
Send message
Phone, 390 px

Footers (2)

Dump

footer.brutalist-dump · footer

Rule
Two bordered cells: links stacked and underlined in 1–6; address, email and legal in mono in 7–12. Site name bold above.
Slots
siteName, pages, address, email, legal
Grid
links 1-6 · info 7-12

The site name in bold uppercase, then two cells with collapsed 2 px borders: 1–6 lists every page link underlined, one per line; 7–12 has address, email and the legal line in mono small type. At phone width the cells stack.

Northfold
  • Services
  • Work
  • About
  • Contact

Rua da Boavista 72, 1200-066 Lisboa

hello@northfold.com

© 2026 Northfold. All rights reserved.

Desktop
Northfold
  • Services
  • Work
  • About
  • Contact

Rua da Boavista 72, 1200-066 Lisboa

hello@northfold.com

© 2026 Northfold. All rights reserved.

Phone, 390 px

Last line

footer.brutalist-last-line · footer

Rule
A marquee of the legal line, then the site name in uppercase at step 8 across the full width with slash-separated links under it.
Slots
legal, siteName, pages
Grid
name full

A marquee band (2 px borders top and bottom) running the legal line in mono, then the site name in uppercase at step 8, heaviest weight, filling the width, then slash-separated links in one line. At phone width the name drops to step 4.

© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.

Northfold

  • Services
  • Work
  • About
  • Contact
Desktop
© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.© 2026 Northfold. All rights reserved.

Northfold

  • Services
  • Work
  • About
  • Contact
Phone, 390 px

Hero library heroes that suit Brutalist

Ticker type bandshero.type-ticker · oversized-typeA slim intro row (h1 at step 3 in 1–6, subhead 7–10, CTA 11–12) above three full-bleed marquee bands of huge type: an accent band, a plain band and a surface band, alternating direction.Photo crossed by a marquee bandhero.marquee-band · collageHeadline (1–8) and subhead + CTA (10–12) above a full-bleed 21:9 photo; an accent marquee band runs across the middle of the photo, edge to edge.Giant wordmarkhero.giant-wordmark · oversized-typeThe site name runs edge to edge at the largest step, sitting on the bottom of the hero; a three-zone strip above it carries eyebrow (1–4), headline + subhead (5–9) and CTA (11–12).Interactive terminalhero.interactive-terminal · interactiveCopy in 1–5 (mono eyebrow, headline, subhead, CTA, install line); a tall terminal window in 6–12 on surfaceAlt: a ruled title bar with the path, 4–7 mono prompt/output rows that type themselves, and a block cursor in the accent.Asymmetric colour blockshero.asymmetric-blocks · collageThe hero is cut into unequal colour blocks with no gaps: a big accent headline block (1–7, rows 1–2), a surface subhead block (8–12), a photo (8–10, rows 2–3), an accent2 CTA block (11–12), a surfaceAlt note (1–4) and an outlined caption block (5–7).Form firsthero.form-first · collageThe signup form is the hero's action: headline, subhead and an inline email form with a reassurance line in 1–6; a left-ruled column in 8–12 lists 3–4 numbered things you get.Single linehero.minimal-single-line · minimalOne sentence as the h1 at step 4, flush left across 1–10 and vertically centred in a 60vh hero; one text link with an arrow in 11–12 on the same line. Nothing else.Justified type stackhero.type-stack-justified · oversized-typeTwo bands of type between 2 px rules, each fitted to the full measure: the site name heavy at step 8, then the headline light at step 5 (one or two lines); a strip above (eyebrow, meta) and a strip below (subhead 1–5, CTA 10–12).