DIRECTION 02 — BRUTAL BLOOM BOLD & EDGY / STARTUPS
FORMA

Digital agency for builders


NAME CONCEPTS

FORMA
CRUDE
BLOK
MOLD.CO

COLOUR SYSTEM

Flame #FF3B00
Pitch #1A1208
Bone #F5F0E8
Clay #EDE8DE
Stone #D4C8B0

Gradients & Combos

Flame Pure
Brutal Dark
Bone Base
Clay → Stone

TYPOGRAPHY

Display — Unbounded

Unbounded
headlines

800 weight — headings, hero, wordmarks

Voice Sample

We don't do safe. We do results.

Type Scale

Display FORMA
H1 Build or Die
H2 For Builders
H3 No Safe Plays
Body DM Sans light for body — creates extreme contrast between display and text weights.
Caption substance over hype

Contrast Pairing in Use

We build
dangerous
things.

Earthy grit meets modern edge. For founders who value substance over hype — but still want to look dangerous.

No committees.
Just results.

We strip the overhead and deliver work that moves markets, not slide decks.

PERSONALITY

Earthy grit meets modern edge. The warm off-whites ground the aggressive orange, making it feel confident rather than cheap. Targets startup founders who value substance over hype — but still want to look dangerous.

Aggressive
Grounded
Earthy
Dangerous

UI COMPONENTS

Buttons

Tags & Labels

STARTUP BUILDERS DIRECTION 02 substance over hype

Cards

SERVICE

Brand Identity

Stripped-back. Confident. Built for founders who'd rather ship than pitch. No mood boards — only marks that mean something.

LET'S BUILD →

SERVICE

Product Design

Interfaces that convert. Designed for speed and signal — not to win design awards.

VIEW WORK →

SERVICE

Launch Sprint

48 hours from brief to delivery. No overhead. No safe plays. Just execution.

START →

Form Elements

Navigation Bar

TEXTURE & PATTERN LANGUAGE

Film Grain
Ruled Lines
Dot Grid
Diagonal Cut

HERO PREVIEW

Digital agency for builders

We don't do
safe.
We do results.

Earthy grit meets modern edge. For founders who value substance over hype — but still want to look dangerous.