Dear PT,01 / 05
Imaginative
Leads with the unexpected idea, then shows how it works.
never vague
The rules of the house:
Tinkertect
How Tinkertect looks, sounds and behaves. Robin's egg blue, chocolate and ivory; a serif with a curl in its tail; and a sense of humour that always reads the fine print.
Creativity × ProductivityCompliance is advised
01 — Essence
Tinker+Architect=Tinkertect
Detail × Imagination
The brand idea
Tinkertecture is the art of applying detail to visualization, with imagination, to create original and practical solutions. Every expression of the brand should prove both halves: something you didn't expect, made with care you can see.
Detailed
A doctor's eye: nothing is decoration unless it earns its place.
never fussyPlayful
Winks often. Blows kisses at cameras. Footnotes the joke.
never sillyPremium
Quiet confidence, generous space, materials that feel expensive.
never cold02 — The wordmark
A serif with a curl in its tail.
High-contrast letters, a swash on the k, and a © tucked into the T like a signature. The copyright mark stays: it's the brand's wink at its own disclaimer.
Primary · Cocoa on Robin's Egg
Cocoa on Ivory
Robin's Egg on Cocoa
xxxx
Give it room.
- Clear space
- x = height of the ©, on every side
- Min. digital
- 96 px wide
- Min. print
- 25 mm wide
- Colours
- Cocoa, Robin's Egg, Ivory only
Don't stretch or squash
Don't recolour off-palette
Don't add effects
Don't set on busy patterns
03 — Colour
A robin's egg, speckled in chocolate.
Robin's egg blue is the signature. Cocoa does the talking. Ivory gives everything room to breathe. Gold is a garnish, never a meal.
Signature
Robin's Egg
Her colour. Use it big: backgrounds, covers, moments of arrival.
- HEX
- #96DED1
- RGB
- 150 · 222 · 209
- CMYK
- 32 · 0 · 6 · 13
Ink
Cocoa
From the “Vintage Sisters” chocolate moodboard. All type, all marks.
- HEX
- #3C251F
- RGB
- 60 · 37 · 31
- CMYK
- 0 · 38 · 48 · 76
Paper
Ivory
The page. Ebony & Ivory, minus the ebony.
- HEX
- #F6F2EA
- RGB
- 246 · 242 · 234
- CMYK
- 0 · 2 · 5 · 4
Egg Mist#D3EFE9 · tints, chips
Egg Deep#4FA597 · rules, details
Gold Leaf#B99459 · foil, sparingly
In proportion
Gold 5 · the garnish
Pairings that pass
| Cocoa on Egg | 9.3 : 1 · AAA |
| Cocoa on Ivory | 12.7 : 1 · AAA |
| Egg on Cocoa | 9.3 : 1 · AAA |
| Gold on Cocoa | 5.0 : 1 · AA |
Never set text in Egg or Gold on Ivory.
The brown isn't just brown. It's molten chocolate, a vintage car's lacquer, leather gloves and macarons: texture you can almost taste. Let the cocoa carry that warmth, and let the blue keep it light.
04 — Typography
Type you can tinker with.
Fraunces is a variable serif with axes for weight, softness and a deliberately “wonky” italic. The brand uses that range on purpose. Try it.
Display · headlines, definitions
Fraunces
Light (300) at large sizes, italic with Soft and Wonk turned up for emphasis. Optical size follows the point size.
Detail first, imagination always.
Text · body, UI, buttons
Hanken Grotesk
Clean and warm. Regular for reading, Medium for buttons. Never in all caps; that job belongs to the mono.
Creative direction, visual storytelling and health communication, written plainly and set with plenty of room around it, the way a good doctor explains a diagnosis.
Annotation · labels, metadata, figures
DM Mono
Uppercase, tracked out, small. It's the architect's pencil: section numbers, captions, dimensions.
§ 03 — Fundamentals
Fig. 1 · The Tinkertect
16 × 8 ft · Growth span 20–25 yrs
Signature · sign-offs only
Mrs Saint Delafield
Her hand, more or less. Use once per page at most, for a signature or a handwritten aside.
mini me, watching
- Display XLclamp 84–300Let's tinker.
- Display44–112Selected work
- Lede27–50Hello. I'm Jemima.
- Body16–17Seven disciplines, one habit.
- Label11–12§ 05 — Words from the wards
05 — Motifs
Four things she always carries.
Each motif comes straight from the name: a robin's egg for the colour, an arch for the architect, the annotation for the tinkerer, and the dictionary entry for the woman who coined a word.
Motif 01
The Speckle
Cocoa flecks on robin's egg blue. Use as texture on blue fields, never on photographs.
Motif 02
The Arch
Portraits sit in arches: a doorway, a window, a frame. Add a hairline ring for ceremony.
Motif 03
The Annotation
Section marks, figure numbers, dimension lines in mono. The tinkerer's working notes, left visible.
tin·ker·tect
/ˈtɪŋkətɛkt/ · noun
1. An individual with a highly developed imagination…
Motif 04
The Entry
Headword, phonetics, part of speech, numbered senses. For moments where the brand defines itself.
06 — Mini me
She's watching your cursor.
A chibi Jemima with a curly puff and a gold headband, in the brand's blue and cocoa. She follows the pointer, reacts when booped, and dozes off if you ignore her.
Use her for
- Moments of delight: hero, 404s, loading, stickers
- Replies and reactions on social
- Packaging inserts and thank-you cards
Keep her away from
- Clinical or serious health content
- Anywhere the logo should stand alone
- More than once on the same screen
07 — Voice
Witty, assured, warm, precise.
She writes like she talks on a good day: clear enough for a patient, playful enough for a creative, and always reading the fine print with a raised eyebrow.
DisclaimersCompliance is advised.Unauthorized use of this content is strictly prohibited.
Calls to actionLet's tinker.Contact us today to get started!
Self-descriptionA doctor who writes from the wards, and a creative director who builds worlds out of ideas.A passionate multi-hyphenate creative leveraging synergies.
Lists that run longBla bla bla…And much, much more!
Health contentHalf truth gets half treatment. Tell your doctor everything.Patients are advised to disclose all relevant symptoms.
08 — Imagery
Warm light, textured finish.
Three registers, all warm: sepia portraiture, painterly texture, and play. Avoid cool, clinical stock photography, even for health content.
09 — In use
Out in the world.
/ˈtɪŋkətɛkt/noun
Jemima O. Ajide
the Tinkertect Doctor · Creative Directorjokecruise@gmail.com
the Tinkertect Doctor · Creative Directorjokecruise@gmail.com
From the desk of J.O.A
One big idea,
taken with detail.
Creativity × ProductivityRefills: ∞
Business card · front & back
“Prescription” notepad
Health carousel template