Fish plus WhiteFish. Remove the old rule and “Creative” from every public lock-up.
00 / Position
Clear judgement.
Forward movement.
Working software.
WhiteFish solves software delivery problems through direct delivery, project recovery and better delivery systems.
We are directly led, AI-Augmented and accountable for the result. The brand should feel decisive and calm—not like an agency catalogue, an AI product, or a fixer-hero story.
01 / Logo
Use WhiteFish Creative Ltd only in contracts, invoices, policies and footer legal copy.
Keep at least one eye-width of clear space around the complete mark.
Stacked mark 120px wide. Fish mark 24px. Below that, use the fish alone.
Production note: use the supplied SVG assets for every digital application. Never crop, mirror, rotate, stretch or reconstruct the fish or wordmark.
02 / Colour
Primary text, dark surfaces, authority.
Calls to action, active signals, emphasis.
Fish mark, large figures, supporting accents.
Evidence panels and AI-Augmented content.
Editorial space and warmer human contrast.
Use colour as signal, not atmosphere: Paper/White 55 · Ink 25 · Ice 12 · Ocean/Water 8. No purple glows, decorative gradients or invented warm accent colours.
03 / Type
DISPLAY / LANE NARROWMake software move.
The original WhiteFish display face, designed by GemFonts / Typotheticals. Use Regular for headlines and large statements only; keep body copy in the system sans. For digital headings, disable kerning and ligatures and apply 0.03em letter spacing so narrow forms remain legible.
BODY / SYSTEM SANS
WhiteFish writing is plain, confident and specific. Short sentences. Evidence before adjectives. A buyer should understand the situation, result and next move without decoding agency language.
ANNOTATION / SYSTEM MONO
WF / DELIVERY / 001
status = MOVING
evidence > theatre04 / Voice
Sounds like
Direct, composed, commercially aware and technically credible. Corporate “we,” with transparent direct leadership by James.
Lead with the buyer’s situation. Name the result. Explain the route forward.
Never says
Senior expertise
AI-accelerated
Your digital transformation partner
We can scale to anything
Fixer, hero or rescue mythology
“Software delivery, made real.”
05 / Visual language
Hard rules
Use borders, baselines and annotations to make decisions visible.
Asymmetry
Pair a decisive statement with evidence or a delivery signal. Avoid interchangeable card grids.
Movement
Use the fish as a directional device. It moves into the work; it is never a decorative mascot.
Proof at scale
Let outcomes, quotes and working evidence carry more visual weight than capability lists.
06 / WhiteFish + Hoelio
Aligned belief.
Separate buying moments.
WhiteFish
Delivers software work, recovers delivery and improves delivery systems for organisations carrying software risk.
Hoelio
Helps nontechnical founders and small teams nail the scope before they buy or build. Always use Hoelio’s own logo, palette and voice.