The system behind Adigiit.
A small, opinionated set of materials. Two typefaces, one mono. A warm dark canvas, a gold and an emerald. One stripe. One italic A. Repeated until they mean something.
Brand essence.
Adigiit is a British software studio with engineers in India. The system reflects that — restrained, warm, a little literary. Confident without shouting. Built for an audience of intelligent adults.
Restraint over noise
One typeface for display, one for body, one for code. One gradient. One italic monogram. The system earns its impact by repetition, not by adding more.
Warmth as material
Backgrounds aren't white — they're parchment. Blacks aren't pure — they're warm ink. The palette feels printed, not generated. Software companies feel cold; we don't.
Honesty in the small print
Prices are written down. Quotes are anonymised by default. Numbers are real or absent — we don't invent a "98% satisfaction rate". The system supports that, never decorates around it.
Logo system.
One wordmark, one monogram, one lockup. Drawn directly in Fraunces italic — the same face that carries every headline on the site. The logo and the typography are one thing.
A single gold bar replaces the two tittles of the consecutive "ii".
Adigiit's name has an unusual feature — two i's in a row. We made that the logo. The two tittles are removed and a single gold bar takes their place, tilted to match the italic angle of the type. The wordmark stays in the Fraunces family that the rest of the brand lives in, but it now has a feature no other wordmark has.
Monogram
For app icons, favicons, social avatars and any square crop. The italic A from the wordmark, isolated.
Clear space & minimum size
Cap-height-of-A space on all sides. Wordmark never used below 14px (web) or 9pt (print).
Tagline lockup
Used in footers, business cards, signature blocks. Tagline in JetBrains Mono caps, 0.18em tracking.
Software, delivered right.
The tie as a standalone element
The bar + two stems can stand alone as a graphic device — for ornaments, dividers, or compact spaces where even the monogram is too much.
Colour.
Nine tokens. Warm dark, parchment light, gold and emerald accents, three neutrals. One gradient — gold to emerald — used for the structural stripe and for hero typographic moments only.
Anchors
Accents
Surfaces & neutrals
Signature gradient
Typography.
Three faces. Fraunces (display, italic-led), Outfit (body and UI), JetBrains Mono (labels and code). All three are variable, all three are free, all three are loaded with a single Google Fonts request.
Display scale
Fraunces, opsz=96, weight 500 unless noted. Headlines use balanced wrap (text-wrap: balance).
Scale & spacing.
Fluid by default. Section padding scales with viewport. Inner grid gutters tighten on narrow screens. Three density modes (compact / regular / airy) toggle the page rhythm without re-laying anything out.
Section padding
Density modes
Border radii
Motion.
Restrained. One scroll-reveal pattern, one hover lift, one button arrow nudge. No parallax, no sticky video, no scroll-snap.
Sections appear on scroll
opacity 0 → 1, translateY 28px → 0, 800ms, cubic ease-out. Threshold 12% in view.
Primary actions rise 1px
translateY(-1px) at 200ms. No shadow change. Subtle, not bouncy.
CTAs nudge right on hover
The → shifts translateX(3px) on parent hover. Tells you it's a link.
Buttons.
Three styles, two roles. Primary (ink) for the main action. Accent (gold) for hero moments and conversion. Ghost for the secondary path. Link-style for inline action.
Pills & eyebrows.
Eyebrows precede every section and orient the reader. Pills are inline metadata — used for status, category, count. Both always in mono caps with tracked letters.
Cards.
Two kinds. Dark cards on dark sections — gradient stripe on the left, mono eyebrow, Fraunces title, Outfit body. Light cards on light sections — single-line bottom rule animates in on hover.
Fixed-scope build
You bring a defined product or feature; we deliver against a fixed price, with weekly demos and a 90-day warranty.
Strategy & ownership
A UK lead owns the relationship, the architecture and the outcome. Same person from kickoff to handover.
Senior reviews
Every PR touches a senior engineer before it merges — the UK lead or one of the two principals in India.
Section patterns.
Three repeating shapes. Eyebrow-headline-lede gives every section context in two lines. Sections alternate parchment / dark to establish rhythm. Watermark "A" sits on dark heroes, never on light.
Product surfaces.
We don't use stock photography. The site shows what we build, by showing what we build. Four reusable mock formats — phone, dashboard, architecture diagram, code review — all on the same dark canvas as the brand.
screen content in Fraunces + Outfit
three stat tiles, timeline rows
edge / service / data tiers, status dots
shows craft without claiming clients
Live versions on the homepage Selected Work section.
Tone & copy.
British English. Plainspoken. Confident without being smug. Specific over abstract. Honest about the things most agencies hide.
- Write down the price. "From £18k/month" beats "let's discuss".
- Name the awkward thing. "UK-managed, India-engineered" — say it, don't dance around it.
- Use real numbers, or none. "142ms p95 latency" is good. "98% satisfaction" is not.
- Anonymise honestly. "A UK clinic group" reads better than a made-up brand name.
- Use italic for emphasis once per paragraph. Then stop.
- Don't say "innovative" or "cutting-edge". The work either speaks or it doesn't.
- Don't pretend to be UK-only. Procurement teams will find out, and you'll have lost the room.
- Don't list every framework. Stack matters to a few people; outcomes matter to everyone.
- Don't open with a question. "Looking for a software partner?" — no.
- No emoji in headers, no AI-icon trios. Restraint is the brand.
Voice, in copy.
Same idea, written two ways. The left column is how the site sounds; the right column is what we never let through editorial.
"Adigiit is a UK-managed software studio with engineers in India. We build web, mobile and SaaS products — at roughly forty percent under London rates."
"At Adigiit, we leverage our global engineering excellence to deliver innovative, cutting-edge software solutions for forward-thinking enterprises."
"Replaced an eight-year monolith without a big-bang cutover. Zero incidents. Roughly 40% lower infra costs."
"Successfully transformed a legacy system to deliver outstanding business value and exceed client expectations."
"Reply within one working day, or we cover next month's retainer fees. Signed into every contract."
"We pride ourselves on industry-leading response times and best-in-class client communication."
Use it. Add to it. Don't redecorate.
If you find yourself adding a new colour, a new typeface or a new gradient — pause. The system is small on purpose. Push the existing pieces harder before reaching for another one.