Cobalt on Paper — v0.2
Participation technology
Experiential, without the experiment.
Warm paper and an editorial serif buy the human half of the promise. Blue stays disciplined and reads sharper against cream than against white.
Palette
The mark
The frame is capture, participation. The bolt breaking its edge is what happens next: instant, live, transmitted, amplified. Not electricity.
Type — three registers
Gotham / display — the enterprise register
Make them part of it.
Instrument Serif italic / cobalt — the human register
Put your audience in the picture.
IBM Plex Mono — the precision register
500 LOCATIONS · 42 COUNTRIES · DEPLOYED FRIDAY 09:00
Body — 18px
Give people an experience that’s theirs. Give your brand the infrastructure to take it everywhere.
Line system
Master
Make them part of it.
Hero, brand film, one line on a card. Never modified.
Enterprise
Built for everywhere.
Platform pages, capability decks.
Campaign
Experiential, without the experiment.
Set in the serif. LinkedIn, trade show, deck opener.
Proof — the figure is the adjective
20+
Years running programs
XXM
Participants
XX
Countries
XX%
Of the top 100 advertisers
Actions
Never “Learn more.”