Baps Patil: identity system
My own identity system: cream, chocolate, three equal-rank primaries, MADE Dillan and Satoshi, written as rules rather than as a moodboard.
The brief
I was the client, which is the worst possible arrangement. Nobody can say no to you and no deadline means anything. I gave myself one rule to compensate: every decision had to survive being written down as an instruction somebody else could follow.
What I made
A cream page instead of a white one, chocolate instead of black, and three equal-rank primaries: cerulean, shamrock and sunray. Equal rank is the part that matters. Most identities nominate one hero colour and demote the rest to accents, so every button on every page ends up the same colour and the whole system flattens into a single note. This one cycles the three across a page as a rhythm, one colour per surface, never two on the same block.
MADE Dillan carries anything large and Satoshi carries everything else, including the uppercase wide-tracked register for nav and labels. Two voices, no third one, so there is nothing left to renegotiate at 2am.
Gradients, glass and drop shadows are banned outright. Personality lives in the copy and in the interactions instead, which is a harder place to put it and a much harder place to accidentally date.
What came out of it is a build guide, not a moodboard. This site is the first thing built from it, and building the site is what found the holes in it.
