Lara Kroeker Interactive

Design Guidelines

The source of truth for the Lara Kroeker Interactive visual identity — colour, type, logos, photography, icons, spacing, and the rules around them. Follow these whenever you create or update anything for LKI.

Status Design Guidelines v1.4 · theme v2.0.1 · updated Sep 2026
Built by Lara Kroeker
01 · Foundation

What this practice stands for.

Purpose

To build online experiences on foundations solid enough to outlast the platform they’re built on, so clients get design leadership and technical execution from the same person instead of losing time and context between the two.

Vision

A practice where twenty years of watching platforms come and go plugs directly into whatever tool or AI workflow comes next, without the foundation ever needing to be rebuilt.

Mission

Closing the gap between strategy and execution on the design side, and between what AI can do and how organizations actually adopt it, one engagement at a time.

Voice & mood

Calm Considered Clear Confident Grounded

Clear, not clever.Lead with the useful point; personality comes after understanding.

Confident, not inflated.Be specific about the work without hype or oversized claims.

Human, not corporate.Write directly, in first-person singular, without filler or unexplained jargon.

02 · Audience

Who we’re actually talking to.

Three audience types guide the examples, priorities, and level of explanation in LKI work. They are practical archetypes, not demographic profiles.

Agency owner

Colette

Runs a small creative or digital agency and needs an experienced design-and-build partner who can extend the team without adding another layer of management.

Small organization leader

Naomi

Leads a member-based, cultural, or non-profit organization and owns the website alongside everything else. Needs clarity, momentum, and a system the team can maintain.

Entrepreneur

Priya

Has an established offer and a growing expert-led business. Needs the brand and website to catch up, with strategy and execution handled as one connected engagement.

04 · Photography

Editorial.

Photography should feel candid, specific, and editorial, using real environments, observed moments, clear subjects, confident crops, and useful negative space. Avoid staged business scenes, generic stock imagery, and heavy filters.

05 · Icons

Two systems with different jobs.

LKI uses two icon sets. Animated Lordicon icons create motion and emphasis at section level; light-weight Phosphor icons handle static utility, navigation, and inline interface moments.

Animated for section-level moments.

typewriter
person-conductor
bug
firebreather
fountain
crystal-ball
candy-machine
bee
tail-whale
aquarium-bowl
pen-nib-vector
frog-head
donkey-head
lamb-head
peacock
lungs
send-to-back
paint-bucket
cart
dice-cube
chess-rook-alt
chess-knight
kite
person-housekeeper
bricks-toy
doll
sofa
rocking-chair
key-holder
air-movement
broom
person-balancing
person-pushups
person-deadlift
medal-first-place
moon-stars
feeding-chicken
person-office-work
shooting-stars
person-diving
coffee-stand
person-slippery-floor
phone-book
sumo
lion-head
chat
person-punching
brochure
box-template
t-shirt-mockup
heat-press-printer
billboard
cookies
fireworks
pegasus-flying-horse
ai
blocks-cubes
globe
calendar
fire
creepy-cat
gift-bag
handbell
two-gifts
oven-mitt-heart
pot-gold
ladybird
nestlings
chick
trash-bin-full
roulette-online
buildings-city
pencil
newspaper
money-bag
brain
hands-open-heart
bathtub-shower
chocolate-bar
cow-head
image-mountain
burger
apple
cherry
icecream
meat-chicken
honey
mug-tea
banana
servers
glass-water
camera
person-stretching
person-swimming
sleeping-in-bed-sleepy
avatar-man-it-developer
female-customer-service
avatar-man-handsome
hand-smartphone
thumb-up-stars
color-swatch
brush-alt
inkwell
crayons
easel
watercolors
drawing-compass
violin
cloud-settings
airplane
person-crosswalk
big-fish

Static for utility and inline use.

Phosphor, Light weight, always this suffix. A sample below, 1,412 in the full set.

chat-centered-dots
calendar-blank
camera
cloud-arrow-down
file-archive
folder-dashed
gear
globe-hemisphere-east
heart
house
image-broken
lightbulb-filament
lightning-a
lock-key
map-pin-area
moon
music-notes
paint-brush-broad
Browse the full library, 1,412 icons
06 · Colour

Bold and clean.

Surface.

These are the three core surfaces: page canvas, raised cards, and dark sections. The theme also uses one full-lime statement band and one pale-grey section band as deliberate, limited exceptions.

White
#FFFFFF
--lki-white
Cards and surfaces
Neutral
#F6F6F5
--lki-neutral
Default page canvas
Dark
#101E2A
--lki-dark
Hero slabs and footer

Brand colours.

The colours that make the work recognizably LKI. They are named for what they look like because their exact job can change by context; the usage note on each swatch says what it does here. The number of Brand colours is not fixed: another client may need fewer or more, but every colour must have a real role rather than filling a quota.

Mint
#7FD099
--lki-green-primary
Hero accent
Lime
#BBF490
--lki-green-lime
Background wash
Pale lime
#E4FBD3
--lki-green-light
Reserved tint
Green deep
#00AB8B
--lki-green-deep
Icon strokes

Greys.

Five even steps, numbered dark to light, tinted toward the brand rather than neutral. Grey 1 and 2 are safe for body text. Grey 3 needs to be large. Grey 4 and 5 are fills and borders, never type.

Grey 1
#203B53
--lki-grey-1
Any text
Grey 2
#4D6275
--lki-grey-2
Body text
Grey 3
#798998
--lki-grey-3
Large text only
Grey 4
#A6B1BA
--lki-grey-4
Fills and dividers
Grey 5
#D2D8DD
--lki-grey-5
Hairline borders

CTA.

One interaction colour in three strengths. Pink marks links, arrows, hover and pressed states; the main filled button rests dark. It is never decorative, so people can trust that pink signals action.

CTA
#FF6B9D
--lki-cta
Links, arrows, and hover
CTA dark
#FC2E7C
--lki-cta-dark
Pressed state
CTA light
#F8E3E9
--lki-cta-light
Reserved tinted background

Additional.

Illustration and editorial colours used outside the everyday interface. They may appear in social posts and other editorial graphics with restraint, supported by the core brand palette rather than replacing it. A layout should not need them to feel finished.

Yellow
#FEE181
--lki-yellow
Illustration and editorial
Teal
#00778C
--lki-teal
Illustration and editorial
Apricot
#FC9D5D
--lki-apricot
Illustration and editorial

Semantic.

Four conventional interface meanings belong in the system whether or not the brand uses similar hues. They are functional colours, not Brand colours. Always pair them with an icon and written label so meaning never depends on colour alone. Error, Success, and Warning pass AA for normal text on white; Info is for icons or large text on white, and passes AA for normal text on dark.

Error
#C13515
--lki-error
Failure or destructive feedback
Success
#18794E
--lki-success
Completed or confirmed
Warning
#8A5A00
--lki-warning
Caution or needs attention
Info
#428BFF
--lki-info
Neutral information

Approved combinations.

These foreground and background pairs are approved for normal text. Do not reverse the lime or pink pairings to light text; both need the dark foreground to remain readable.

Aa
Dark on white16.92:1 · AAA
Aa
Dark on neutral15.65:1 · AAA
Aa
Neutral on dark15.65:1 · AAA
Aa
Dark on lime13.26:1 · AAA
Aa
Dark on pink6.32:1 · AA
07 · Type

Inter for structure, Instrument for expression, Mono for annotation.

Display / UI
Aa
Inter · Light 300 / Medium 500 / Black 900
Editorial accent
Aa
Instrument Serif · 400 italic
Mono
Aa
JetBrains Mono · 400 / 500
Eyebrow
.eyebrow
--type-micro
12px fixed
12px · 9pt — slides, docs & social
Hero Display
.hero__h1
--type-display
48 → 99px fluid
99px · 74.3pt — slides, docs & social

Page Title

.page-title
--type-h1
42 → 77px fluid
77px · 57.8pt — slides, docs & social

Section heading

.display-h2
--type-h2
30 → 46px fluid
46px · 34.5pt — slides, docs & social

Prose heading

prose h2
--type-h3
22 → 28px fluid
28px · 21pt — slides, docs & social

Component title

.h3
--type-h4
18 → 20px fluid
20px · 15pt — slides, docs & social

Lead paragraph, for openings and introductions.

.lead--big, .lead
--type-lead
20 → 22px fluid
22px · 16.5pt — slides, docs & social

Body copy, the standard reading size used everywhere else.

.body-copy
--type-body
16px fixed
16px · 12pt — slides, docs & social

Small text, for captions, buttons and list items.

buttons, lists
--type-small
14px fixed
14px · 10.5pt — slides, docs & social

Editorial accent

.accent
Instrument Serif

Capitalisation

Sentence case everywhere — headings, subheadings, buttons, body copy. Capitalise the first word and proper nouns, nothing else.

Sentence case — use this

Great design shouldn’t break in the build.

A few things built recently.

Book a discovery call

Title Case — not used

The Single-Operator Fix

Book A Discovery Call

Capitalising every major word is not part of this system, in any context.

ALL CAPS — a treatment, not a way of writing

Design and development

The caps above come from CSS (text-transform: uppercase plus letter-spacing) and are used on eyebrow labels only. The text itself is written in sentence case. Never type words in capitals, and never set a heading, a button or a sentence in caps.

08 · Layout

Space. Shape. Depth.

The three scales nobody looks at directly. Spacing sets the rhythm, radius gives every edge its character, and elevation decides what sits above what. All three are fixed lists, so each decision is made once and reused.

Spacing.

Use the defined scale for recurring component and section rhythm. Unique structural measurements such as container widths and navigation height may sit outside it when the layout requires them.

120
Section breaks
96
Wide column gaps
80
Section padding
64
Large card padding
56
Panel padding
48
Between blocks
40
3-column grid gaps
32
Grid gutters
24
Card padding
20
4-column grid gaps
16
Paragraph rhythm
12
Label to field
8
Inside components
4
Icon-to-text nudge
2
Hairline gaps, optical nudges

Radius.

Radius gives each interface edge a consistent character, from square structural surfaces to soft cards and pill-shaped actions.

The curve applied to an interface element. Smaller radii belong to dense controls, while larger radii belong to cards and surfaces. Buttons and tags use their own defined treatment.

0
Square
6px
Dense UI
14px
Cards
20px
Image wells
32px
Reserved large surface
pill
CTAs

Elevation.

The visual difference between surfaces. Flat is the default; borders and shadows are used only where they clarify hierarchy, grouping, or interaction.

Flat
Hairline border, default rest
Shadow XS
Hover lift on cards
Inset hairline
Reserved pale control edge
09 · Interface

A small set of repeatable rules.

The interface stays flat, readable, and predictable. These are the recurring pieces most likely to be recreated incorrectly; each specimen uses the same classes and tokens as the working site.

Accessibility. Meet WCAG AA, keep keyboard focus visible, pair colour with words or icons, write useful alt text, and preserve content at 200% text zoom.

Motion. Use the defined duration and easing tokens for purposeful feedback only, and remove non-essential movement when reduced motion is requested.

Card
Category label

One raised surface.

White, a light hairline, 14px corners, and only a quiet lift on hover.

Text link

Pink is reserved for interaction, so it remains recognizable wherever a link appears.

Read the next step →
Form fields

Enter a complete email address.

Section and container

1240px maximum container · 80px desktop gutters · 48px tablet · 32px mobile

10 · Buttons

One dark pill. One flash of pink.

Three levels of emphasis: a filled pill for the main action, an outline for the secondary one, and a ghost link for everything else. Aim for one filled button per view. Hover fills with the CTA pink and pressing deepens it, so the rollover reads the same everywhere. Labels on that pink stay dark rather than white, which is a contrast requirement and not a preference.

Let's talk

If you're trying to make something clearer or more cohesive or more useful, let's talk.

Book a discovery call