Design exploration · for landing page direction

Five reports, one design system.

Each sample uses a different selection of the Rahoto palette — same five colours, different proportions and roles. The point: prove the brand can carry an authoritative board pack, an editorial data spread, a modern annual report, a bold sales brief, and a playful customer-health summary without feeling like it switched products between them.

01

Q2 Revenue Board Pack · Authoritative · corporate

Inspired by GE Middle Market by the Numbers

Editorial paper background, Ocean Blue headlines, Charcoal body, Crimson reserved for the single highlight callout. Stat-heavy with pie + bar visualization.

  • paper
  • ocean
  • ink
  • crimson · highlight only
Q2 Revenue by the Numbers

Acme Corp's quarterly review of revenue performance across regions, segments, and product lines — generated from the live data warehouse, refreshed every Monday at 09:00.

MRR Growth

+18%

vs prior quarter

Net New ARR

$612k

3,250 expansions

Logo Churn

1.8%

below 2% target

Regional revenue · share of total
$8.4M TOTAL ARR
  • North America42%
  • EMEA31%
  • APAC27%
Net new vs churned, last 4 quarters
Q3 23 +60 −22
Q4 23 +72 −28
Q1 24 +68 −30
Q2 24 +88 −24

Net new ($k) Churned ($k)

Acme Corp · Q2 2024 p. 1 of 12 Refreshed Mon 09:00

02

Marketing Mix QBR · Editorial data journalism

Inspired by Raconteur — How tech is shaking up law firms

Warmer cream paper, ink headlines, Crimson as the dominant data viz colour at varying opacities (full · soft · faint). Treemap + dot-scale list.

  • cream paper
  • crimson · dominant
  • crimson soft
  • crimson faint
How marketing
is reshaping
the funnel.

Q2 review · prepared for the leadership team

Top 10 channels by pipeline contribution

  1. 01 Paid search 84% 13%
  2. 02 Organic content 74% 8%
  3. 03 Outbound + ABM 69% 9%
  4. 04 Webinars + events 64% 13%
  5. 05 Partner referrals 42% 16%
  6. 06 Community + Slack 42% 29%
  7. 07 Influencer dev rel 40% 18%
  8. 08 Direct mail 27% 16%
  9. 09 Newsletter sponsorships 27% 20%
  10. 10 Podcasts 20% 17%

Shipping today Planned next quarter

Where the marketing budget actually goes

45.3%

Paid acquisition

28.4%

Content + brand

18.7%

Events

7.6%

Tools

Acme Corp · Marketing Q2 2024 Source · HubSpot, GA4, Marketo

03

Investor Update Monthly · Modern annual report

Inspired by Plenti FY21 Annual Report

Inverted cover — Charcoal ink with Paper-cream text and a Crimson bullet. Inside spread uses a 4-quadrant KPI block in alternating Ocean / Cream / Crimson / Paper.

  • ink · cover
  • paper · inside
  • ocean faint
  • crimson accent
ACME

Investor Update

May 2024

— Maya Chen, CEO

01 / 18

02

By the numbers

ARR

$8.42M

↑ 34% MoM

Burn

$140k

12% under plan

Runway

22 mo

at current burn

Customers

1,247

+148 net new

ARR growth · last 12 months
Jun '23 · $2.1M May '24 · $8.4M

The Series A close in February pulled forward two enterprise deals we'd modeled for Q3. Net new contracts came in at $612k, the highest single-month total in company history. Pipeline coverage for Q3 remains healthy at 3.4×.

  • Ask 1. Two intros to CIOs at Series D fintechs.
  • Ask 2. One more design partner before Aug 1.
Acme Corp · Investor relations Confidential 02 / 18

04

Sales Pipeline Weekly Brief · Bold corporate brochure

Inspired by "The Company Profile 2022" brochure

White ground, heavy geometric Crimson shapes in the hero, Charcoal type, footer inverted to ink. Stages-by-bar layout. Two-card editorial section.

  • pure white
  • crimson · geometric
  • ink · footer
  • crimson soft accent
Sales · Weekly Brief

2024

Pipeline
Week 22

Pipeline by stage

Discovery 142 $1.8M
Demo done 89 $2.4M
Proposal 47 $3.1M
Procurement 21 $1.9M
Closed won (MTD) 12 $648k

Weekly Highlight

Two enterprise expansions cleared procurement

Pinewood (+$148k ARR) and Northwind (+$92k ARR) signed off Friday. Both started in Q1.

Slipping deals

Three accounts pushed to Q3

Procurement delays on two; one re-org pause. Updated mitigations in the deal-room thread.

05

Customer Cohort Health · Playful · storytelling

Inspired by 한돈 ESG poster (dimensional letterforms)

Ocean-tinted soft background, big rotated dimensional letterforms with two-tone shadow depth. Inverted Charcoal callout for the analytical punchline. Gentlest of the five.

  • ocean faint · bg
  • ocean · dominant
  • ocean depth · shadow
  • ink · callout

Customer Success

May 2024

N P S

Net Promoter Score · the only number that matters

+62↑ from +54 last month

By cohort age

  • New (< 30 days) +71
  • 1 – 3 months +68
  • 3 – 6 months +64
  • 6 – 12 months +58
  • 1 year + +54

What promoters keep saying

  • 47 "Saved my Monday morning"
  • 31 "Finally, real publishing"
  • 24 "It just runs"

Customers who use scheduled delivery 3+ times in their first month score 23 points higher at the 90-day mark.

Acme Corp · CS Refreshed daily p. 1 of 6

06

Operations Daily Standup · Functional · live ops

New direction — table-dense, monospace data feel

Different rhythm from the editorial samples — table-heavy, monospace numbers, live-pulse indicator. The 'a dashboard, but delivered' use case. Crimson reserved for warnings only.

  • white
  • ocean · ok states
  • crimson · warn only
  • cream · row tint

Operations · Daily standup

Monday · 09:00 EST
LIVE

Uptime · 24h

99.98%

P0 incidents

0

Avg latency

142ms

Error rate

0.04%

Service health · last 24 hours

Service P50 P99 Err % SLO
api-gateway 22ms 180ms 0.01% 99.99
publish-worker 1.2s 4.8s 0.03% 99.96
render-pool 820ms 6.2s 0.18% 99.71
scheduler 14ms 62ms 0.00% 100.0
audit-chain 8ms 22ms 0.00% 100.0
connector-bus 340ms 2.1s 0.08% 99.92

Needs attention

  • render-pool P99 trending up — investigating cache miss spike at 03:14 UTC
  • connector-bus retry queue depth normal after Friday's deploy

Requests · 24h

00:0012:00now

2.4M requests

SRE · oncall delivered to #ops-standup auto · 09:00 EST

07

User Research Insight Pack · Editorial · quote-led

New direction — image-led, design-discipline-led

Less data-dense, more editorial. Big italic pull-quote in Crimson, illustrated portrait silhouette, themes ranked by mentions. The kind of report a UXR team produces and a PM reads in one sitting.

  • cream
  • ocean · viz
  • crimson · pull-quote em
  • ink · so-what aside

User Research · Insight pack 12

May 2024

"I want it to just keep running."

Six insights from 24 interviews with RevOps and Finance leads rebuilding their Monday morning report. The recurring word: maintenance.

The data is fine. The chart is fine. The story is fine. What's not fine is that I have to redo it next Monday and the Monday after that and the Monday after that, forever.

— Head of FP&A · mid-market SaaS · interview 17

Six themes that came up at least 8 times

  1. 01 Brand discipline at speed 21
  2. 02 Schedule-driven, not request-driven 19
  3. 03 Variants per stakeholder 16
  4. 04 Audit trail per delivery 14
  5. 05 Embed in Slack / email 12
  6. 06 Talk to the report directly 9