Internal Documentation — Direction A
Brand Identity
The Little Big Journeys brand is rooted in warmth, safety, and natural growth — like a walk along the Moana coastline at golden hour. This living document defines how those values translate into design decisions.
01. Logo & Mark System
Icon Mark (Favicon)
Wordmark (Header Default)
Stacked Mark
Inverted (Footer)
The Mark: The LBJ wordmark uses DM Serif Display to evoke warmth and approachability. No icon is needed — the typography itself carries the brand feeling.
Dynamic Sync: Site name, trading name, and business details are driven by site.json — changes propagate site-wide automatically.
Clear Space: Always allow breathing room around the logo equivalent to the height of the mark itself. Never crowd with other elements.
02. Colour Palette
Sage
#4A6741
Primary brand colour — hero sections, CTAs, headings
Terracotta
#B0654A
Accent — links, interactive elements, highlights
Warm Clay
#D4A88C
Secondary — decorative elements, muted accents
Warm Stone
#F5F0EB
Background — page canvas, light mode base
Rich Earth
#3D3229
Text — body copy, headings in light mode
Warm Grey
#8B7D6B
Neutral — secondary text, borders, muted labels
Dark Mode Adaptation
Sage (Dark)
#5B8852
Brighter sage for dark mode legibility
Terracotta (Dark)
#C97B5D
Brighter accent for dark mode
Background (Dark)
#1C1C1E
Deep neutral for low-sensory experience
Text (Dark)
#F5F0EB
Warm light text on dark background
03. Typography
Heading Font
DM Serif Display
Weights: Regular (400), Italic
Sizes: 48px (H1 hero), 36px (H2), 24px (H3), 20px (H4)
Used for: Headings, hero titles, section headers
Body Font
Inter
Weights: 300 (Light), 400 (Regular), 500 (Medium), 600 (Semibold), 700 (Bold)
Sizes: 18px (intro), 16px (body), 14px (small), 12px (caption)
Line-height: 1.7 for readability
04. Dark Mode System
System Preference
Dark mode respects prefers-color-scheme by default. If the user's OS is set to dark mode, the site loads in dark mode automatically.
Manual Toggle
A sun/moon toggle in the header allows manual override. The user's choice is persisted in localStorage and takes priority over system preference.
CSS Variables
All brand colours are defined as CSS custom properties (--sage, --terracotta, --warm-stone, etc.) and swap automatically between light and dark values.
05. UI Elements
Primary Buttons
Primary CTAs use Terracotta on a solid background. Hover reduces opacity slightly. Text is always white.
Inline Links
Learn more »Links use Terracotta with hover opacity transition. No underlines — the colour alone signals interactivity.
Service Cards
Cards use white surface with a subtle border. Heading uses Sage, body text uses Warm Grey.
06. Photography Direction
Natural Light, Authentic Connection.
Images should feel warm, soft, and natural — like a quiet moment at Moana beach in the late afternoon. Focus on genuine connection, not staged poses.
- Do: Use warm, golden-hour natural lighting.
- Do: Feature coastal and bush settings — Moana coastline, bush trails.
- Do: Capture authentic, unposed connection between people.
- Don't: Use cold, clinical lighting or white studio backdrops.
- Don't: Rely on heavily edited or staged stock photography.
07. Tone of Voice
Nurturing
Gentle, supportive language. Never clinical or cold. Speak directly to the reader ("you") and acknowledge that reaching out for help is a brave step.
✓ "We're here to support you."
✗ "Treatment plan commences."
Grounded
Evidence-based, no hype. Use clear, simple phrasing over flowery or overly academic psychological jargon. Language should feel steady and calm.
✓ "Gottman Method is one of the most researched approaches."
✗ "Transform your relationship instantly."
Accessible
Plain language, no jargon. Therapy concepts should be explained in everyday terms. Warm, approachable paragraphs that invite reading.
✓ "Session fees are $XXX."
✗ "Please remit payment prior to tele-health."
AHPRA-Compliant
No testimonials, no guarantees. Describe what the therapy does, not what past clients have experienced. Trust is built through transparency and respect.
✓ "Gottman Method helps couples improve communication."
✗ "Our clients say this saved their marriage."
Little Big Journeys — Direction A: Earthy & Nurturing
Prepared by Sanctum Digital · June 2026