Design Proposal · 30 April 2026
Proposal based on the Lean Maritime presentation palette. Review the swatches, the proposed CSS-variable mapping, and the live UI examples below. Tell me which tokens to keep, change or kill.
01 · Brand
02 · Neutrals
03 · Accent — revised after your feedback
You're right — red reads as "warning" on a consulting site. Instead we go
fully monochromatic: three blues doing three different jobs.
#028FFF
Sky Blue (bright, electric) becomes the single accent — used for KPI numbers on
dark backgrounds, accent marker lines, the one "pop" word in the hero, and
primary CTAs. It comes directly from your presentation palette, so nothing
invented. Signal Red stays in the tokens but is reserved for genuine warnings
(form errors, validation failures) — never decorative.
04 · Token mapping
04b · Logo / wordmark
Per your spec: LEAN in Whitney Light (300), MARITIME
in Whitney Semibold (600), wide letter-spacing (0.18em). Colour: Baltic Blue
#0057A8.
Shown below at three sizes — header mark, page hero, hero statement.
Header (small)
Header (current proposed size)
Footer / large display
On Ink Black background
04c · Whitney glyph check
I checked Whitney Book + Bold via fontTools — both have + - % × − ÷ ± as proper glyphs. The "blue bar" you saw in the KPI was an
optical illusion: my 48×3px Sky Blue indicator bar above the KPI plus the
next-line math − minus sign (a wide horizontal line at 112px)
read as two bars stacked. I've removed the indicator bars and switched to
ASCII x and - which render full cap-height, same
weight as the digits.
Left three are ASCII (new). Right two are math symbols (old). Both render correctly in Whitney; the ASCII versions just feel more grounded at huge sizes.
05 · Hero — confirmed direction
Confirmed from last round: pure white background, full bleed edge-to-edge in production (here boxed so you can see it against the page chrome). Subtle radially-faded blueprint grid. Headline up to 120px Ink Black, only "profitable" pops in Sky Blue. Primary CTA Ink Black, ghost Silver-outline.
EST. 2010 · HAMBURG · WORLDWIDE
Management consulting for the maritime industry.
Dark contrast variant — reserved for ONE section somewhere on
the page for rhythm (your call where: Career CTA? Footer band? A mid-page quote?).
Near-black #050517
Ink Black, not Prussian Blue — that was too wishy-washy last round. Same wordmark,
Sky Blue CTA.
EST. 2010 · HAMBURG · WORLDWIDE
Management consulting for the maritime industry.
06 · Section headlines with big number
You liked both solid variants. My plan: most sections get Baltic Blue (01) for consistency, and we promote Sections 04 (Client Results) and 07 (Contact) to Sky Blue (02) so the two "pay-off" sections feel distinct.
Lean Maritime is a management consultancy specialised in the maritime industry. We help shipyards, cruise lines, offshore and naval companies reduce delays, improve productivity and optimise cost structures.
Electric-blue variant for the Client Results section — the moment where the hard numbers are the point. Sky Blue marker, then huge Ink Black KPIs below (see Section 07).
07 · Results / KPIs — confirmed direction
White background, numbers in Sky Blue (the pop colour you
asked for), up to 120px. Indicator bars above each number are gone
— they were causing the "blue bar" visual confusion with the adjacent math
symbols. With the numbers themselves in Sky Blue, no bar needed. ASCII
x and - instead of × / −
so every glyph sits on the same cap-height as the digits.
Client Results
Dark variant — if the KPIs become the "one dark section" instead of the Career CTA. Same layout on Ink Black, Sky Blue numbers still pop.
Client Results
08 · Service cards
Why is the project late? We analyse root causes and develop recovery plans to make up for lost time.
From initial planning to execution. We plan and manage complex construction and conversion projects.
We optimise engineering processes so that design packages reach production on time, complete and in the right quality.
09 · Buttons
Confirmed from your feedback
#0057A8 primary, Sky Blue #028FFF accent, no red#050517, not Prussian BlueOne open decision: where do we put the single dark section? I'd suggest the Career CTA block near the bottom — it's a natural "payoff" moment and gives the page rhythm (light → light → light → DARK → footer). Alternative: make the KPI block dark instead, so the numbers are the moment of contrast. Tell me Career, KPIs, or both (maximum rhythm but might feel busy).