---
name: rba-design-system
description: "RBA's canonical design system and brand tokens — color palette, typography, spacing, data-viz palette, brand voice, and per-format (PPTX/DOCX/XLSX/HTML/PDF) output guidance. Referenced by RBA's document- and deck-generation skills."
disciplines: ["design"]
tags: ["brand","design-system","brand-tokens","typography","color-palette","accessibility"]
author:
  name: Kassie Gibbons
  url: https://rba.com
---

# RBA Consulting — Design System & Brand Tokens

*Canonical source of truth for RBA brand specifics. Any RBA skill that produces branded output (decks, documents, web pages, marketing collateral) should cite this resource for raw values and rules.*

*Source: RBA Design & Brand Guidelines v1.0 (Feb 2026); consolidates the RBA Design System Skill + Master Brand Tokens. Applies to: PPTX · DOCX · XLSX · HTML · PDF · Adobe Express.*

---

## How to Use This Resource

**Trigger contexts** — any time output should match RBA's brand identity:
- "Create an RBA deck / presentation / slide"
- "Build an RBA website / page / HTML"
- "Make a case study / proposal / report in RBA style"
- "Create an Envision presentation in RBA style"
- "Design a Word doc / Excel / Adobe Express piece for RBA"

**Always clarify the output format first if ambiguous.** The same brand tokens apply everywhere, but typography and construction rules differ by output type.

### Format Quick-Reference

| Output | Fonts | Background | Section |
|---|---|---|---|
| Web / HTML | Montserrat + Libre Caslon (Google Fonts) | White / tinted | § Web / HTML |
| PowerPoint | Arial only | Dark navy or White | § PowerPoint |
| Word / Excel | Arial (Calibri fallback) | White | § Word / Excel |
| Adobe Express | Montserrat + Libre Caslon | White / brand colours | § Adobe Express |
| Case Study (PDF/print) | Montserrat + Libre Caslon | White sections, navy accents | § Case Studies |
| One-Pager (PDF/print) | Montserrat (Libre Caslon title only) | White + navy header band | § One-Pagers |
| Dashboard / web app | Montserrat | `#F5F5F5` surface-alt | § Dashboard |

---

## Brand Purpose & Principles

**Purpose:** The RBA brand exists to bring clarity and confidence to complex, high-stakes work.

**Brand Principles:**
- **Clarity over cleverness** — structure, legibility, and precision. If it's not immediately clear, it doesn't belong.
- **Systematic, not ad hoc** — every element connects. Nothing is accidental.
- **Confidence, not volume** — authority comes from restraint. Avoid excess, decoration, and unnecessary emphasis.

**Visual Philosophy:** Structured · Restrained · Modern, not trendy

**Voice (summary):** Direct and plainspoken · Thoughtful, not academic · Strategic, not buzzword-driven · Explain the why · Assume a smart audience · Avoid overpromising, jargon without context, sales-first language. (Full rules in § Brand Voice & Writing Style.)

---

## Colour Palette

| Token | Hex | Usage |
|---|---|---|
| `--brand-red` | `#C8252D` | Logo & mark ONLY — see approved uses |
| `--primary` | `#1D366D` | Headings, nav, primary buttons |
| `--primary-dark` | `#162a57` | Button hover states |
| `--secondary` | `#185FA5` | Links, secondary elements |
| `--action-blue` | `#3178BF` | Links, highlights |
| `--accent` | `#0D8FA9` | CTA buttons, active states |
| `--aqua` | `#14BADB` | Icons, accent lines, stat highlights, sketch art |
| `--soft-blue` | `#8EC3DB` | Borders, backgrounds |
| `--sky-blue` | `#BDE4F1` | Backgrounds, hero gradient end |
| `--white-blue` | `#F5FAFC` | Subtle tinted backgrounds |
| `--navy-dark` | `#182449` | PPTX dark backgrounds |
| `--surface` | `#FFFFFF` | Page / card background |
| `--surface-alt` | `#F5F5F5` | Alternate section background |
| `--bg-dark` | `#1A2332` | Footer, dark CTA banner (web) |
| `--text` | `#333333` | Primary body text |
| `--text-muted` | `#666666` | Captions, meta |
| `--border-strong` | `#AAAAAA` | Strong borders |
| `--border` | `#DDDDDD` | Card borders |
| `--text-inv` | `#FFFFFF` | Text on dark backgrounds |

### Gradients

| Name | Value |
|---|---|
| Sky Blue Gradient | `#E6F8FB` → `#9DDBF6` |
| Hero Gradient | `#E6F8FB` → `#BDE4F1` |

### PPTX Theme ("RBA Brand Colors" — theme1.xml)

| Role | Hex |
|---|---|
| dk1 | `#222222` |
| lt1 | `#FFFFFF` |
| dk2 | `#182449` |
| lt2 | `#F5FAFC` |
| accent1 (aqua) | `#40CAE3` |
| accent2 (navy) | `#1D366D` |
| accent3 (mid blue) | `#3078BF` |
| accent4 (soft blue) | `#8EC3DB` |
| accent5 (light blue) | `#BDE3F1` |
| accent6 (grey) | `#CCCCCC` |

> **Note:** In PPTX, aqua is `#40CAE3` (and `#00B8D9` for accent bars/dividers) — NOT the web aqua `#14BADB`.

### RBA Red — Approved Uses Only

- RBA logo and mark
- Section headers that directly reference RBA
- Cover slides and section dividers
- **Never** on interactive elements, backgrounds, or decorative use

### CSS Root Variables (web)

```css
:root {
  --primary:       #1D366D;
  --primary-dark:  #162a57;
  --secondary:     #185FA5;
  --accent:        #0D8FA9;
  --accent-light:  #14BADB;
  --brand-red:     #C8252D;
  --mid-blue:      #3178BF;
  --soft-blue:     #8EC3DB;
  --surface:       #FFFFFF;
  --surface-alt:   #F5F5F5;
  --surface-tint:  #F5FAFC;
  --bg-light:      #BDE4F1;
  --bg-dark:       #1A2332;
  --border:        #DDDDDD;
  --border-strong: #AAAAAA;
  --text:          #333333;
  --text-sec:      #444441;
  --text-muted:    #666666;
  --text-inv:      #FFFFFF;
  --font:          'Montserrat', Arial, Helvetica, sans-serif;
  --font-serif:    'Libre Caslon Text', Georgia, serif;
}
```

---

## Typography

### Web / HTML / Case Studies / One-Pagers / Adobe Express

| Role | Font | Notes |
|---|---|---|
| Display / Hero headings | **Libre Caslon Text** | Google Fonts (free, preferred for ease of use) |
| All other text — UI, body, nav, buttons, labels | **Montserrat** | Google Fonts |

**Google Fonts import:**
```html
<link href="https://fonts.googleapis.com/css2?family=Montserrat:wght@400;500;600;700;800&family=Libre+Caslon+Text:ital,wght@0,400;0,700;1,400&display=swap" rel="stylesheet" />
```

### PowerPoint / Word / Excel (Microsoft formats)

- All text: **Arial** (system font, cross-platform fidelity)
- Display / covers: **Arial Black**
- Word fallback body: **Calibri** (acceptable when Arial unavailable)
- **Never** use Montserrat or Libre Caslon in Office formats — they aren't system fonts.

### Type Scale (Web — Official)

| Element | Font | Size | Weight | Line Height | Letter Spacing |
|---|---|---|---|---|---|
| Hero | Libre Caslon Text | 100px | 400 | 110% | -3% |
| H1 / Display | Montserrat | 48px | 800 | 120% | — |
| H2 / Large Heading | Montserrat | 40px | 800 | 120% | — |
| H3 / Medium Heading | Montserrat | 36px | 800 | 120% | — |
| H4 / Small Heading | Montserrat | 32px | 800 | 120% | — |
| H5 / Mini Heading | Montserrat | 24px | 800 | 120% | — |
| H6 / Micro Heading | Montserrat | 20px | 800 | 120% | — |
| P Large | Montserrat | 20px | 400 | 150% | — |
| P Default | Montserrat | 16px | 400 | 150% | — |
| P Small | Montserrat | 14px | 400 | 150% | — |

> A common hero pattern in practice: Libre Caslon, 58px, weight 400, `--primary`, letter-spacing -0.03em. The 100px value above is the official top of the scale; size hero to context.

### PowerPoint Type Scale

| Element | Font | Size | Weight |
|---|---|---|---|
| Cover title | Arial Black | 60pt | Black |
| Cover subtitle / prepared for | Arial | 14pt | Bold |
| Section title | Arial | 48pt | Bold |
| Slide title | Arial | 28pt | Bold |
| Body / bullets level 1 | Arial | 16pt | Regular |
| Body bullets level 2 | Arial | 14pt | Regular |
| Column header | Arial | 14pt | Bold |
| Captions / labels | Arial | 11–12pt | Regular |
| Agenda numbers (01–05) | Arial | 20pt | Bold or Light |
| Stats / numbers | Arial | varies | Bold |
| Table header | Arial | 11pt | Bold |
| Table body | Arial | 11pt | Regular |

---

## Spacing & Layout

### Web
- Max container: `1280px`, padding: `40px`
- Section padding: `80px 0` · Nav: `64px` sticky
- Card: `1px solid #DDDDDD`, `border-radius: 8px`, hover `box-shadow: 0 4px 20px rgba(29,54,109,0.1)`

### PPTX
- Slide: **13.33" × 7.5"** (widescreen 16:9)
- Logo: top-right `1.14" × 1.14"` at `(11.65", 0")`
- Left margin: `~0.5"` · Title: `y ≈ 0.71"` · Content starts: `y ≈ 1.52"`

### Section Accent Line
- **Size: 50px × 5px** (case study / one-pager variant: ~32–40px × 3–4px)
- **Colour: `#14BADB` aqua**
- **15px whitespace below**, before the heading
- Used above section headings on content/marketing pages and documents
- **NOT** used on dashboards or app UI
- **NOT** used immediately below a header band (proximity suffices)

---

## Logo

### Primary
- Full colour: red mark (`#C8252D`) + wordmark
- Minimum clear space: **30px all sides**
- Light backgrounds: full colour · Dark backgrounds: white version

### Secondary (Block Treatment)
- Red square block with white mark + wordmark
- Placed **flush to the top edge**, aligned **top-right**
- Used for extra impact on covers and presentations

### Logo Don'ts
- Don't reposition elements · Don't distort proportions · Don't use as read-through in text
- Don't enclose in a shape or use red on black · Don't recolour or use pure red
- Don't add drop shadows · Don't ignore 30px clear space · Don't outline

---

## Iconography (Three Tiers — never mix within one design)

| Tier | Style | Use for | Source |
|---|---|---|---|
| Single-Accent Line | 1px stroke, black + aqua | Service/brand icons | Envato — upnowgraphic |
| Monochrome Line | Single-colour, iOS style | Supporting content, docs | icons8.com/icons/ios |
| Color Icons | Multi-colour flat | Visual emphasis, marketing | icons8.com/icons/color |

**Web UI icons:** Phosphor thin — `https://unpkg.com/@phosphor-icons/web@2.1.1/src/thin/style.css` — 42px feature / 18px UI / colour `#14BADB`

**Rules:** Never mix tiers. Never use off-palette colours. Never use brand icons in UI — use Google Material Design for UI icons instead.

---

## Data Visualisation Palette (WCAG 2.1 AA Compliant)

**All 8 colors meet the 3:1 non-text contrast minimum (WCAG 1.4.11) against a white background.**

> ⚠️ Because all colors are in the same blue/teal family, adjacent series cannot achieve 3:1 contrast against *each other*. Per WCAG 1.4.1, **color alone must never convey information**. Patterns are mandatory alongside color for all chart series.

Apply colors in sequence — never skip or reorder. Each series gets both a color AND a pattern.

| # | Hex | Label | vs White | Pattern |
|---|---|---|---|---|
| 1 | `#1D366D` | Navy | 11.66:1 ✅ | Solid fill |
| 2 | `#6B859C` | Steel blue | 3.85:1 ✅ | 45° diagonal lines |
| 3 | `#0A7A91` | Deep aqua | 4.99:1 ✅ | Horizontal lines |
| 4 | `#4A7A99` | Slate blue | 4.63:1 ✅ | Vertical lines |
| 5 | `#3B586F` | Dark teal | 7.47:1 ✅ | Cross-hatch |
| 6 | `#5B8FA8` | Mid blue | 3.54:1 ✅ | Small dots |
| 7 | `#3178BF` | Royal blue | 4.60:1 ✅ | 135° diagonal lines |
| 8 | `#4A5568` | Slate grey | 7.53:1 ✅ | Large dots |

> **Note on `#14BADB` (brand aqua):** Contrast ratio 2.31:1 — fails WCAG 1.4.11. Use for decorative/non-informational elements only (accent lines, borders, icons). Never use as a chart series fill or to convey data.

### SVG Pattern Definitions

Embed once in any SVG chart, then reference by ID:

```svg
<defs>
  <!-- viz-1: Solid (no pattern needed) -->

  <!-- viz-2: 45° diagonal lines -->
  <pattern id="viz-pattern-2" patternUnits="userSpaceOnUse" width="8" height="8">
    <rect width="8" height="8" fill="#6B859C"/>
    <path d="M-1,1 l2,-2 M0,8 l8,-8 M7,9 l2,-2" stroke="#FFFFFF" stroke-width="1.5"/>
  </pattern>

  <!-- viz-3: Horizontal lines -->
  <pattern id="viz-pattern-3" patternUnits="userSpaceOnUse" width="8" height="8">
    <rect width="8" height="8" fill="#0A7A91"/>
    <line x1="0" y1="4" x2="8" y2="4" stroke="#FFFFFF" stroke-width="1.5"/>
  </pattern>

  <!-- viz-4: Vertical lines -->
  <pattern id="viz-pattern-4" patternUnits="userSpaceOnUse" width="8" height="8">
    <rect width="8" height="8" fill="#4A7A99"/>
    <line x1="4" y1="0" x2="4" y2="8" stroke="#FFFFFF" stroke-width="1.5"/>
  </pattern>

  <!-- viz-5: Cross-hatch -->
  <pattern id="viz-pattern-5" patternUnits="userSpaceOnUse" width="8" height="8">
    <rect width="8" height="8" fill="#3B586F"/>
    <line x1="0" y1="4" x2="8" y2="4" stroke="#FFFFFF" stroke-width="1"/>
    <line x1="4" y1="0" x2="4" y2="8" stroke="#FFFFFF" stroke-width="1"/>
  </pattern>

  <!-- viz-6: Small dots -->
  <pattern id="viz-pattern-6" patternUnits="userSpaceOnUse" width="8" height="8">
    <rect width="8" height="8" fill="#5B8FA8"/>
    <circle cx="4" cy="4" r="1.5" fill="#FFFFFF"/>
  </pattern>

  <!-- viz-7: 135° diagonal lines -->
  <pattern id="viz-pattern-7" patternUnits="userSpaceOnUse" width="8" height="8">
    <rect width="8" height="8" fill="#3178BF"/>
    <path d="M9,1 l-2,-2 M8,8 l-8,-8 M1,9 l-2,-2" stroke="#FFFFFF" stroke-width="1.5"/>
  </pattern>

  <!-- viz-8: Large dots -->
  <pattern id="viz-pattern-8" patternUnits="userSpaceOnUse" width="10" height="10">
    <rect width="10" height="10" fill="#4A5568"/>
    <circle cx="5" cy="5" r="2.5" fill="#FFFFFF"/>
  </pattern>
</defs>
```

### CSS Custom Properties (accessible palette)

```css
:root {
  --viz-1: #1D366D;
  --viz-2: #6B859C;
  --viz-3: #0A7A91;
  --viz-4: #4A7A99;
  --viz-5: #3B586F;
  --viz-6: #5B8FA8;
  --viz-7: #3178BF;
  --viz-8: #4A5568;
}
```

---

# Per-Format Output Guidance

## § Web / HTML (Marketing Pages)

### Fonts
- Display / Hero headings: `Libre Caslon Text`
- All other text (UI, body, nav, buttons, labels): `Montserrat`
- Import via the Google Fonts `<link>` above.

### Key Patterns
- Hero H1: Libre Caslon, 58px, weight 400, `--primary`, letter-spacing -0.03em
- Section H2: Montserrat, 40px, 800 weight
- Accent line above H2: `50px × 5px`, `#14BADB` — **content pages only, not dashboard**
- Buttons: `border-radius: 4px`, Montserrat 600
- Cards: `border: 1px solid #DDDDDD`, `border-radius: 8px`, hover `box-shadow: 0 4px 20px rgba(29,54,109,0.1)`
- Nav: 64px sticky, white bg, `border-bottom: 1px solid #DDDDDD`
- Footer: `#1A2332` bg, 4-col grid, white logo

---

## § PowerPoint

### Slide Canvas
- **Size: 13.33" × 7.5" (widescreen 16:9)**
- Font: **Arial throughout** (no Montserrat/Caslon — Arial ensures cross-platform fidelity in .pptx)
- Slide theme: "RBA Brand Colors" (theme1.xml)

### Colour Usage in Slides

| Context | Colour | Hex |
|---|---|---|
| Dark slide backgrounds | Navy dark | `#182449` |
| Light slide backgrounds | White | `#FFFFFF` |
| Primary headings (light bg) | Primary navy | `#1D366D` |
| Headings (dark bg) | White | `#FFFFFF` |
| Aqua accent elements | PPTX aqua | `#40CAE3` |
| Body text (light bg) | Dark text | `#222222` |
| Body text (dark bg) | White | `#FFFFFF` |
| Accent bar / divider | Aqua | `#00B8D9` |
| Subtle backgrounds | Light surface | `#F5FAFC` |
| Mid-tone fills | Soft blue | `#8EC3DB` |

### Logo Placement
- Top-right corner, `1.14" × 1.14"`, at `(11.65", 0")`
- Light slides: full-colour logo · Dark slides: white logo
- **Always present on every slide**

### Accent Bar
- Cover slides: `0.79" × 0.05"` horizontal bar in `#00B8D9` aqua, positioned above the main title
- Use sparingly on content slides as a thin divider

### Available Slide Layouts (22 total)

**Structural:** `Blank` (custom/cover/agenda) · `Title + Content` · `Section dark` (dark navy, white text) · `Section light` (white, navy text)

**Column layouts:** `2 columns` · `3 columns` · `4 quadrants` (2×2 SWOT/quadrant) · `5 columns` · `Text content + image`

**Content layouts:** `2 columns + 2 headers + 2 photos` · `3 columns + 3 headers + 3 photos` · `Process` · `3 key points` · `3 key points + photo` · `4 key points`

**Quote layouts (4):** `Quote dark` · `Quote light` · `Quote + photo dark` · `Quote + photo light`

**Team layouts:** `3-person team` · `4-person team` · `5-person team`

### Standard Slide Types & Construction Rules

**Cover Slide — Option A (Dark gradient):**
- Full-bleed dark navy gradient or solid `#182449`
- Aqua accent bar `0.79" × 0.05"` at `(1.07", 2.49")`
- Main title: Arial Black, 60pt, white, at `(0.93", 2.66")`, size `11.55" × 1.92"`
- Prepared-for line: Arial Bold, 14pt, white, at `(0.97", 4.67")`
- Logo: white, top-right

**Cover Slide — Option B (Photo overlay):**
- Full-bleed photo behind a dark left overlay panel
- Overlay: semi-transparent dark rectangle `8.68" × 7.5"` on left
- Same title/metadata placement as Option A
- Photo caption: Arial 9pt, white, bottom-right `(9.05", 7.03")`

**Agenda Slide:**
- Background: dark navy `#182449`
- Title "Agenda": Arial, 48pt, white, top-left at `(0.58", 1.12")`
- Numbered items (01–05): number Arial Bold 20pt aqua `#40CAE3` at x=4.35", spaced every 1.14" vertically; topic Arial 16pt white at x=5.14"; 2 lines max per item

**Section Slides (Dark):** `#182449` bg · title Arial Bold 48pt white · subtitle Arial Regular 16pt white/light · optional graphic top-right or centered 4.48" × 4.48"

**Section Slides (Light):** `#FFFFFF` bg · title Arial Bold 48pt `#1D366D` · subtitle Arial Regular 16pt `#333333`

**Title + Content Slide:** white bg · title Arial Bold 28pt `#1D366D` at `(0.48", 0.71")` `11.1" × 0.58"` · content from `(0.48", 1.52")` `12.29" × 5.02"` · body Arial 16pt `#222222` · optional 4pt aqua bar below title

**Column Slides (2/3/4/5):** title as Title+Content · columns evenly spaced, left margin `≈ 1.08"` · column header Arial Bold 14pt `#1D366D` · column body Arial Regular 14–16pt `#222222` · process step number Arial Light/Bold 28–36pt aqua `#40CAE3`

**Chart Slide:** `Title + Content` with embedded chart · chart colours viz-1 (#1D366D) → viz-2 (#6B859C) → viz-3 (#40CAE3) → viz-4 (#BDE3F1) · chart title Arial Bold 12pt `#1D366D` · axis labels Arial Regular 10pt `#666666` · legend Arial Regular 10pt

**Table Slides:**
- *Default:* header row `#1D366D` bg, white text, Arial 11pt Bold · body rows alternating white / `#F5FAFC`, `border-bottom: 1px solid #DDDDDD` · cell padding `8pt`
- *Premium:* header `#1D366D` bg white text · even rows `#F5FAFC` · right-aligned numbers
- *Pricing:* multi-tier with highlighted "recommended" column (`#1D366D` header, `#F5FAFC` body) · disclaimer Arial Italic 10pt `#666666`

**Timeline / Roadmap:** horizontal timeline bar `#1D366D` with aqua `#40CAE3` milestone markers · milestone labels Arial Bold 11pt above; date Arial Regular 10pt below · date header Arial Bold 14pt `#1D366D`

**Stats / Numbers ("RBA by the Numbers"):** white or navy bg · large number Arial Black/Bold 48–72pt aqua `#40CAE3` (light bg) or white (dark bg) · descriptor Arial Regular 14pt `#666666` (light) or `#BDE3F1` (dark) · 3–4 stats per row

**Process / Envisioning:** title Arial Bold 28pt `#1D366D` · steps left-to-right with connecting arrows/dots · step header Arial Bold 14pt `#1D366D` · step body Arial Regular 12pt `#333333` · connector aqua `#40CAE3` · phase labels Arial Bold 14pt white on navy pills

**Quote Slides:** *Dark* — `#182449` bg, quotation mark `#40CAE3`, quote Arial Italic 20pt white, attribution Arial 12pt `#BDE3F1`. *Light* — white bg, `#1D366D` quotation mark, quote Arial Italic 20pt `#1D366D`, attribution `#666666`. *With photo* — portrait circle/rectangle on side, 2.5"–3" wide.

**Team Slides:** photo circle crop or square `border-radius: 8pt`, width ≈ 2" · name Arial Bold 14pt `#1D366D` · role Arial Regular 12pt `#666666` · sub-group labels `#1D366D` bold above each group

**Thank You / Questions:** "Questions"/"Thank you!" Arial Black 60pt `#1D366D` (light) or white (dark) · optional tagline Arial Regular 16pt `#666666` · logo prominent

**About RBA:** left column company description Arial Regular 14pt · right side service list/visual · tagline "A Digital and Technology Consultancy" Arial Black, large · service categories with aqua bullet indicators

---

## § Word / Excel (Microsoft Documents)

### Fonts
- **Primary:** Arial (matches PPTX for Office-suite consistency)
- **Fallback body:** Calibri (acceptable when Arial unavailable)
- Never use Montserrat or Libre Caslon — not system fonts.

### Styles

| Style | Font | Size | Colour |
|---|---|---|---|
| Heading 1 | Arial Bold | 24pt | `#1D366D` |
| Heading 2 | Arial Bold | 18pt | `#1D366D` |
| Heading 3 | Arial Bold | 14pt | `#1D366D` |
| Body Text | Arial Regular | 11pt | `#333333` |
| Caption | Arial Regular | 9pt | `#666666` |
| Table header | Arial Bold | 10pt | White on `#1D366D` |
| Table body | Arial Regular | 10pt | `#333333` |

### Document Layout (Word)
- Margins: 2.54cm (1") all sides · Page: A4 or Letter
- Header: RBA logo left, document title right
- Footer: page number centred, thin `#DDDDDD` top border
- Section breaks: thin `3pt` rule in `#14BADB` aqua under each H1

### Tables (Word)
- Header: `#1D366D` bg, white text, Arial Bold 10pt
- Alternating rows: white / `#F5FAFC` · Border: `0.5pt solid #DDDDDD`

### Excel
- Column headers: `#1D366D` bg, white Arial Bold 10pt
- Data rows: white / `#F5FAFC` alternating · Total rows: `#1D366D` bg, white text
- Chart colours: viz palette (viz-1 → viz-8)
- Number format: locale-appropriate, consistent decimal places · Grid lines `#DDDDDD`

---

## § Adobe Express (Marketing Collateral)

### Fonts
- Heading: Montserrat Bold or Black
- Body: Montserrat Regular / Medium
- Accent / display: Libre Caslon Text (where supported)

### Canvas Sizes by Format

| Format | Dimensions |
|---|---|
| Social post (square) | 1080 × 1080px |
| Social post (landscape) | 1200 × 630px |
| LinkedIn banner | 1584 × 396px |
| Event / webinar banner | 1920 × 1080px |
| Email header | 600 × 200px |
| Flyer (A4) | 2480 × 3508px |

### Design Rules
- Use RBA brand colours — same hex values as web
- Logo: top-left or top-right, clear space equal to logo height on all sides
- Brand red `#C8252D` appears **in logo only**
- Aqua accent `#14BADB` for highlight bars, icon fills, accent elements
- Dark navy `#1D366D` or `#182449` for header bands
- Photography: navy/aqua colour overlay at 30–50% opacity on hero images
- Avoid drop shadows on text; use colour contrast instead
- Minimum text size: 14pt equivalent for body, 28pt for headlines

---

## § Case Studies (Portrait PDF / Print)

RBA case studies are **portrait PDF/print documents**, not web pages — clean editorial layout with generous white space.

### Format & Page Setup
- **Orientation:** Portrait · **Page size:** US Letter (8.5" × 11") or A4 · **Margins:** ~0.75"–1" all sides
- **Font:** Montserrat (body/UI) + Libre Caslon Text (display headings only)
- **Page footer:** page number bottom-left; "Copyright © [Year] RBA, Inc. All Rights Reserved." bottom-right, italic, ~9pt, `#666666`

### Document Sections (in order)
1. **Cover** — title, subtitle, visual hero area, logo
2. **Overview** — 1–2 paragraph executive summary
3. **Challenge** — problem framing, what was at stake
4. **Approach** — numbered phases with process diagram
5. **Impact** — outcomes and results
6. **Reflections** — strategic takeaways
7. **CTA** — briefing request or next step block

### Cover Page
- **Top half:** white background · **Bottom half:** soft gradient white → light blue/aqua (`#BDE4F1` → `#8EC3DB`) with faint network/constellation overlay
- RBA logo: top-right, red square mark (`#C8252D`), ~1"
- Main title: Libre Caslon Text, ~52–60px, weight 400, `#1D366D`, left-aligned, top section
- Subtitle: Montserrat Bold, ~18–20px, `#1D366D`, centred in gradient area
- Description line: Montserrat Regular, ~13–14px, `#1D366D`, centred below subtitle
- Copyright: Montserrat Italic, ~9pt, `#666666`, bottom-right

### Interior Section Heading Pattern
- **Accent line:** short bar, ~32–40px wide × 3–4px tall, `#14BADB` aqua, above heading
- **Heading:** Montserrat ExtraBold (800), ~26–30px, `#1D366D`

```css
.section-heading-accent {
  display: block;
  width: 36px;
  height: 4px;
  background: #14BADB;
  margin-bottom: 10px;
}
.section-heading {
  font-family: 'Montserrat', sans-serif;
  font-size: 28px;
  font-weight: 800;
  color: #1D366D;
  margin-bottom: 20px;
}
```

### Body Text
- Montserrat Regular, ~10–11px (print) / 16px (web equiv) · colour `#222222` or `#333333` · line height 1.7
- **Bold emphasis** within body: Montserrat Bold, same size, for key phrases

### Pull Quote
- Larger text, Montserrat Regular or Italic, ~15–16px, `#1D366D` · standalone paragraph, slightly indented · no quotation-mark graphic (size/spacing differentiate it)

### Approach Section — Numbered Steps
- Step badge: filled circle, `#14BADB` aqua bg, white number, ~28–32px diameter, Montserrat Bold ~14px
- Step subheading: Montserrat Bold, ~14–15px, `#14BADB` aqua, follows the badge
- Step body: Montserrat Regular, ~10–11px, `#333333`

```css
.step-badge {
  width: 30px;
  height: 30px;
  border-radius: 50%;
  background: #14BADB;
  color: #FFFFFF;
  font-family: 'Montserrat', sans-serif;
  font-size: 13px;
  font-weight: 700;
  display: flex;
  align-items: center;
  justify-content: center;
}
.step-heading {
  font-size: 14px;
  font-weight: 700;
  color: #14BADB;
  margin-bottom: 6px;
}
```

### Process Diagram (within Approach)
- Container: rounded rectangle `border-radius: 12–16px`, bg `#F5F5F5` or `#FFFFFF` with subtle border, padding ~32–40px, full content-width
- Header: title Montserrat Bold/ExtraBold ~20–22px `#1D366D` centred; subtitle Montserrat Regular ~12px `#666666` centred
- Steps (3-step horizontal flow): icon in light circle, number badge below icon, step title, bullet list
  - Icons: thin-line (Phosphor thin style), `#14BADB` or `#1D366D` · icon circle bg white/very light grey
  - Step number badge: `#14BADB` · step title Montserrat Bold ~13px `#1D366D` · bullets Montserrat Regular ~11px `#333333`, `·` style
  - Arrows: simple `→` in `#AAAAAA` or `#14BADB` · final step has dashed curved return arrow ("Rinse & Repeat")

### CTA Block (Final Section)
- Two-column: left = text content, right = Venn diagram graphic
- Background: light blue tint (`#F5FAFC` or `#E6F8FB`) · RBA logo top-right (red square mark) · `border-radius: 8–12px` · padding ~32–40px
- Left column: CTA heading Montserrat Bold ~22–24px `#1D366D` · sub-heading Montserrat Bold ~14px `#1D366D` · body Montserrat Regular ~11px `#333333` · button Montserrat Bold ~13px, white text on `#14BADB`, `border-radius: 4px`, padding `10px 20px`
- Right column (Venn — "The Three T's"): 3 overlapping circles (grey, grey, teal/aqua); labels "Topic"/"Time"/"Team" outside each; centre "The Three T's" Montserrat Bold ~11px `#1D366D`; three descriptors below with bold label + regular text

### Key Case Study Rules
- **No dark hero sections** — open with white top + gradient lower half (unlike marketing pages)
- **Accent line always above section headings** — short aqua bar, not the full-width web divider
- **Numbered step badges are filled aqua circles** — not outline, not navy
- **Process diagrams live inside a grey/white rounded container** — inset, not full-bleed
- **Bold inline emphasis** used frequently to highlight key phrases
- **Page numbers** bottom-left on all interior pages
- **Copyright line** bottom-right on every page, italic

---

## § One-Pagers (Single-Page Portrait PDF / Print)

Same brand language as case studies but condensed to one page — for service overviews, offering summaries, event briefs, leave-behinds. No multi-page narrative, no full-bleed cover.

### Format & Page Setup
- **Orientation:** Portrait · **Page size:** US Letter (8.5" × 11") or A4
- **Margins:** 0.75" sides, 0.6" top, 0.75" bottom
- **Everything must fit on one page** — ruthlessly edit content to fit
- **Font:** Montserrat throughout (Libre Caslon Text for the title only, optionally)
- **Footer:** "Copyright © [Year] RBA, Inc. All Rights Reserved." — Montserrat Italic, 8pt, `#666666`, bottom-right

### Header Band (replaces the case study cover)
- **Background:** Dark navy `#1D366D` (or gradient `#1D366D` → `#185FA5` left to right)
- **Height:** ~1.4"–1.6" (compact — ~18–20% of page height)
- **RBA logo:** top-right, white version, ~28px height, ~16px padding
- **Title:** Montserrat ExtraBold (800), ~22–26pt, white, left-aligned, vertically centred, ~16px left padding
- **Subtitle:** Montserrat Regular, ~11pt, `#BDE4F1` light blue, below title, same alignment
- **Optional aqua accent bar:** `36px × 4px`, `#40CAE3`, above the title text in the band

| | Case Study Cover | One-Pager Header |
|---|---|---|
| Height | Full page | ~1.4"–1.6" strip |
| Background | White top + gradient bottom | Solid/gradient navy |
| Title font | Libre Caslon Text | Montserrat 800 |
| Logo | Top-right, red mark | Top-right, white |
| Visual element | Network graphic | None (clean) |

### Body Layout
- **Two-column (most common):** left ~60% (main narrative), right ~40% (stats / key points / CTA); column gap ~0.25"; optional `1px solid #DDDDDD` vertical divider
- **Single-column:** for process-heavy/narrative one-pagers; max width = page minus margins; sections stacked with `#14BADB` accent lines between them

### Section Headings (body)
- Short aqua accent bar: `36px × 4px`, `#14BADB`, above heading
- Heading: Montserrat ExtraBold (800), ~13–14pt, `#1D366D`
- No accent bar on the first body section immediately below the header — rely on proximity

### Typography Scale (one-pager body)

| Element | Font | Size | Weight | Colour |
|---|---|---|---|---|
| Page title (header) | Montserrat | 22–26pt | 800 | `#FFFFFF` |
| Page subtitle (header) | Montserrat | 11pt | 400 | `#BDE4F1` |
| Section heading | Montserrat | 13–14pt | 800 | `#1D366D` |
| Body text | Montserrat | 9–10pt | 400 | `#333333` |
| Bold emphasis | Montserrat | 9–10pt | 700 | `#333333` |
| Stat number | Montserrat | 28–36pt | 800 | `#14BADB` |
| Stat label | Montserrat | 8pt | 600 | `#666666` |
| CTA heading | Montserrat | 12pt | 700 | `#1D366D` |
| Footer | Montserrat Italic | 8pt | 400 | `#666666` |

### Stat / Highlight Block
Use 2–3 stats max. Horizontal row or stacked in right column. Stat number 28–36pt 800 `#14BADB`; descriptor 8pt 600 `#666666`. Separate with `1px solid #DDDDDD` vertical divider or generous whitespace.

### Key Points / Bullet List
- Bullet marker: small aqua square/dot `■` in `#14BADB`, ~8pt
- Item text: Montserrat Regular, 9–10pt, `#333333` · spacing ~6pt between items
- Max 5–6 items per list — if more, break into two columns

### CTA Box
- Background: `#F5FAFC` light tint or `#1D366D` navy (high-emphasis) · `border-radius: 6–8px` · padding `16–20px`
- *Light CTA:* heading `#1D366D`, body `#333333`, button aqua `#14BADB`
- *Dark CTA:* heading white, body `#BDE4F1`, button white text on `#40CAE3`
- Button: Montserrat Bold, 9pt, `border-radius: 4px`, `padding: 8px 16px`

### Rules Specific to One-Pagers
- **One page only** — if it doesn't fit, cut content, not margins
- **No page numbers** · **No section divider pages** (everything inline)
- **Maximum 3 section headings** in the body — more means it should be a case study
- **Stat blocks are optional** — only if numbers are genuinely compelling
- **The header does the branding work** — body should feel clean and editorial
- **Libre Caslon Text** may be used for the page title only — all other text is Montserrat

---

## § Dashboard / Web Application

- Font base: Montserrat, 14px · Background: `#F5F5F5`
- Sidebar: 232px fixed, white, `border-right: 1px solid #DDDDDD`
- Topbar: 64px sticky, white, `border-bottom: 1px solid #DDDDDD`
- Cards: white, `border: 1px solid #DDDDDD`, `border-radius: 8px`, `padding: 28px`
- **No accent line** above section headings (accent lines are marketing pages only)
- Metric value: Montserrat 32px 800 `#1D366D`
- Active nav: 3px left aqua bar `#0D8FA9`

---

## § Envision Presentation (Special Format)

RBA's "Envision" is a strategy/discovery/concept presentation type. Follows PowerPoint rules with these additions.

### Phase Structure (use Section slides to divide)
1. **Context** — current state, problem framing
2. **Insights** — research findings, user/data evidence
3. **Concepts** — solution options/ideas (each concept gets its own section)
4. **Recommendation** — preferred direction with rationale
5. **Next Steps** — immediate actions, owners, timeline

### Visual Language Additions
- Phase divider: Section dark slide with phase number (01/02/03…) in large Arial Light, `#40CAE3`
- Concept cards: `4 quadrants` or `3 columns` layouts
- Insight callouts: Quote dark slide with the data point as the "quote"
- Recommendation slide: `3 key points` layout to summarise the why

### Tone
- Visual-first — minimal text per slide
- Numbers/stats use the stats pattern (large aqua number, small descriptor)
- Photography/imagery in section slides to set context

---

# Brand Assets & Visual Language

## § Illustration Style
- Minimalist, geometric, editorial — blends line art with simple flat/3D forms. Modern, structured, conceptual; balances friendly and technical.
- Service icons (minimalist vector line drawings) for: Artificial Intelligence · Digital Experience · Software Engineering · User Experience · Digital Strategy · Cloud Infrastructure
- **Don't:** tiny people in scenes; flashy 3D multi-colour graphics; literal/overused metaphors (lightbulbs, handshakes, puzzle pieces); retro collage or cliché business imagery

## § AI Sketch Style
A specific RBA brand asset for concept visualisation and early storytelling (presentations, case studies, proposal covers).
- **Colours:** `#14BADB` aqua lines on `#FFFFFF` white — absolutely no other colours
- **Stroke:** single-weight pen — no variable/tapered weights · **No fills, gradients, shading, or coloured backgrounds**
- Slightly imperfect strokes — organic but intentional

**Prompt template:**
```
[Subject description] rendered as a loose architectural line-art illustration
in a minimal, hand-drawn sketch style.

Rules: single-weight pen, no variable line weights, no fills, no gradients,
no shading. Use only #14BADB (Aqua) for all line work and #FFFFFF for background.
No other colors permitted.
```

**Example subjects:** System Integration (chaotic scribbles → organised grid) · User Experience (human profile silhouette → interface grid) · Enterprise Orchestration (geometric nodes forming a constellation) · The Insight Loop (continuous circular line between human silhouette and grid)

## § Photography
- **People:** Natural-light, professional lifestyle; real people in authentic work settings — no staged/posed stock
- **Technology:** High-clarity modern tech — digital interfaces, abstract network graphics, real workplaces
- **Blog/article backgrounds:** Topic-relevant with light overlays for legibility — clean and unobtrusive
- **Don't:** sci-fi/hyper-futuristic overlays; heavy colour grading or filters; cliché business metaphors; staged/posed stock

## § Diagrams
All RBA diagrams use the brand palette and Montserrat/Libre Caslon typography.

**Envision Phase Diagram (subway-map style)** — the signature RBA process diagram. Three parallel horizontal tracks from a central "Project Kickoff" node:
- **Top track (Strategy):** `#8EC3DB` — Stakeholder Interviews → Current State Assessment → Business Objectives → Measurement Strategy → Personas → Journey Mapping
- **Middle track (Design):** `#14BADB` aqua — Design Concepts → Wireframes → User Flows → Digital Style Guide → Digital Survey → User Research
- **Bottom track (Technology):** grey — Integration Strategy → Proof of Concept (POC) → Solution Architecture
- Nodes: open circles on each track with diagonal labels; branching connector at kickoff links all three tracks

**Standard diagram types:**

| Type | Description | Use for |
|---|---|---|
| Triangle | Strategy / Design / Engineering at three vertices | Three-discipline model |
| Bubble cluster | Overlapping pills in blues | Risks / Costs / People / Growth |
| Venn (Three T's) | Grey + teal overlapping circles | Topic / Time / Team briefing model |
| Numbered pillars | Filled circle badges 1–N + connector line + label | Frameworks, readiness models |
| Golden Circle | Concentric rings: What / How / Why | Strategic purpose framing |
| Sprint wheel | Circular phases around "(n) Iterations" centre | Agile delivery model |

**Diagram rules:** Never use off-palette colours · Labels Montserrat Bold `#1D366D` or white per background · Connecting lines `#14BADB` aqua or `#AAAAAA` grey · Arrows simple `→`, no 3D/decorative · Background white or `#F5F5F5` — never coloured.

## § Device Mockups
Frame screenshots in context; the mockup supports the work, never overshadows it.

| Tool | Use for |
|---|---|
| **Adobe Firefly** | AI-generated photorealistic office/person + device scenes |
| **Placeit.net** | Quick device frame mockups |
| **shots.so** | High-quality frames, latest hardware, free |

**Adobe Firefly prompt template:**
```
Photorealistic modern office scene with a professional (male or female) seated
at a desktop computer. The website on the monitor is the main focal point,
displaying the attached image exactly, sharp and undistorted. The person is
secondary, naturally engaged, and supportive of the scene.

Calm, welcoming workspace with soft natural light, minimal decor, and a
human-centered, mission-driven feel. Background subtly blurred to keep attention
on the screen. Editorial, case-study style, realistic lighting, clean composition,
no branding or stock-photo clichés.
```

**Rules:** UI/screen is always the focal point · background subtly blurred, soft natural light · no cluttered backgrounds · photorealistic only (no illustrated devices) · no outdated/legacy hardware · for phone mockups (shots.so), incorporate the downloaded status bar (4x PNG/SVG) into the UI image before generating.

---

# § Web Accessibility (WCAG 2.1 AA — Required for all web output)

All web items — marketing pages, dashboards, case studies, one-pagers rendered as HTML — must meet WCAG 2.1 AA. Non-negotiable. Apply without being asked.

## Colour Contrast

| Context | Minimum Ratio | Standard |
|---|---|---|
| Normal body text (<18px / <14px bold) | 4.5:1 | WCAG 1.4.3 |
| Large text (≥18px / ≥14px bold) | 3:1 | WCAG 1.4.3 |
| UI components, icons, chart fills | 3:1 | WCAG 1.4.11 |
| Decorative elements only | None | — |

### Brand color accessibility status

| Color | Hex | vs White | Text use | UI use |
|---|---|---|---|---|
| Primary navy | `#1D366D` | 11.66:1 | ✅ any size | ✅ |
| Secondary | `#185FA5` | 6.52:1 | ✅ any size | ✅ |
| Action blue | `#3178BF` | 4.60:1 | ✅ any size | ✅ |
| Accent | `#0D8FA9` | 3.81:1 | ✅ large only | ✅ |
| Aqua | `#14BADB` | 2.31:1 | ❌ never | ❌ — decorative only |
| Text muted | `#666666` | 5.74:1 | ✅ any size | ✅ |
| Soft blue | `#8EC3DB` | 1.91:1 | ❌ never | ❌ — decorative only |
| Sky blue | `#BDE4F1` | 1.35:1 | ❌ never | ❌ — decorative only |

> **Critical:** `#14BADB` (brand aqua) fails WCAG at 2.31:1. Use for accent lines, decorative borders, and icon fills only — never as text colour, never as the sole indicator of state or information.

## Use of Colour (WCAG 1.4.1)
Colour must never be the **only** means of conveying information. Always pair colour with a text label, an icon/shape, a pattern/texture (charts), underline (links), or border change (form validation).
- ❌ Red border alone = error state → ✅ Red border + error icon + "This field is required" text
- ❌ Aqua bar = highest value → ✅ Aqua bar + diagonal line pattern + data label showing the value

## Data Visualisation (Charts)
Use **both colour and pattern** (see Data Viz Palette above for the 8-pattern system). Also:
- Every chart series must have a visible text label or legend entry — not colour alone
- Direct data labels preferred over legend-only identification
- Axis labels: Montserrat, minimum 12px, `#333333` (12.63:1 ✅)
- Chart titles: Montserrat Bold, minimum 14px, `#1D366D` (11.66:1 ✅)
- Tooltip/hover states must also be keyboard-accessible (focus states)
- 1px white gap between adjacent chart segments

## Typography (accessibility)
- **Minimum body text:** 16px · **Minimum UI text:** 12px (labels/captions, sparingly)
- **Line height:** minimum 1.5 for body (RBA default 1.6 ✅)
- Don't override letter spacing below default for body · content usable at 200% text resize · don't use text in images to convey information

## Interactive Elements
**Focus indicators (WCAG 2.4.7 / 2.4.11):**
```css
/* Standard RBA focus style */
:focus-visible {
  outline: 2px solid #1D366D;
  outline-offset: 3px;
  border-radius: 2px;
}
```
**Buttons & links:** minimum touch target **44×44px** (WCAG 2.5.5) · links underlined or 3:1 against adjacent text · never colour alone for a link · hover and focus states on all interactive elements.

**Form inputs:** visible `<label>` on every input (never placeholder-only) · error messages = text + icon, never colour alone · required fields marked visually AND `aria-required="true"`.

## Structure & Semantics
- Semantic HTML: `<header>`, `<main>`, `<nav>`, `<section>`, `<footer>`, `<article>`
- Heading hierarchy never skips levels (H1 → H2 → H3) · only one `<h1>` per page
- Lists use `<ul>` / `<ol>` — never fake lists with line breaks/dashes
- Tables: `<th scope="col/row">` headers, `<caption>` for title

## Images & Media
- Meaningful images: descriptive `alt` · decorative images: `alt=""` (empty, not missing)
- Complex images (charts/diagrams): `alt` + linked long description or visible caption
- Icons: `aria-hidden="true"` if decorative; `aria-label` if interactive · no info via image text only

## Navigation & Motion
- Skip-nav link as first focusable element: `<a href="#main" class="skip-link">Skip to main content</a>`
- Unique, descriptive page titles · fully keyboard navigable, no keyboard traps
- Animations respect `prefers-reduced-motion`:
```css
@media (prefers-reduced-motion: reduce) {
  *, *::before, *::after {
    animation-duration: 0.01ms !important;
    transition-duration: 0.01ms !important;
  }
}
```

## WCAG Checklist (run before delivering any web output)

**Colour & Contrast:** [ ] body text ≥ 4.5:1 · [ ] large text & UI ≥ 3:1 · [ ] `#14BADB` not used for text/informational UI · [ ] no info by colour alone

**Charts:** [ ] each series uses colour + pattern · [ ] direct data labels present · [ ] legend not colour-alone

**Interactive:** [ ] visible focus state on all buttons/links · [ ] touch targets ≥ 44×44px · [ ] links underlined or 3:1 vs surrounding text · [ ] forms have visible labels

**Structure:** [ ] semantic HTML · [ ] heading hierarchy unbroken · [ ] images have appropriate alt text · [ ] skip-nav link present

**Motion:** [ ] `prefers-reduced-motion` implemented

---

# § Brand Voice & Writing Style

*Applies to ALL written output — case studies, one-pagers, web copy, proposals, presentations, social, email. Check copy against this section before delivering.*

## Company Identity

| Field | Value |
|---|---|
| **Full name** | RBA Consulting |
| **Short name** | RBA |
| **Never write** | rba / R.B.A. / RBA Inc. |
| **Tagline** | Powered by People. Enhanced by AI. |
| **Formula** | Strategy + Design + Engineering |
| **Founded** | 2006 — 20 years delivering results |
| **HQ** | Wayzata, MN (national practice) |

## Four Voice Pillars

1. **Confident & Credible — not arrogant.** Show expertise through specificity and substance, not superlatives.
   - ✅ "We bring deep expertise across every layer of the digital stack." ❌ "We're the best consulting firm in the nation!"
2. **Human-Centered & Warm — not robotic.** Write like a trusted advisor who cares about the reader's outcome.
   - ✅ "Drop us a line — we'd love to connect." ❌ "Submit your inquiry via the contact portal."
3. **Clear & Direct — not overly technical.** Audiences include IT leaders, CMOs, COOs, HR leaders. Always explain the "so what."
   - ✅ "We modernize legacy systems so your teams can move faster." ❌ "We execute TOGAF-aligned enterprise architecture rationalization."
4. **Results-Oriented & Action-Forward.** Lead with outcomes, specific numbers, named impacts.
   - ✅ "We delivered a personalized commerce experience handling 5,000+ orders per hour." ❌ "We provide consulting services to support your business objectives."

## Tone by Channel

| Channel | Tone | Sample phrase |
|---|---|---|
| Website / Marketing | Authoritative, inviting, outcome-focused | "We help you get where you're going, faster." |
| Blog / Thought Leadership | Informed, forward-looking, accessible | "Here's what that means for your team." |
| Case Studies | Specific, results-driven, collaborative | "RBA helped [Client] achieve [X result]." |
| Email / Outreach | Direct, personable, low-friction | "Happy to set up a quick call." |
| Proposals / SOWs | Precise, confident, professional | "Our team will deliver [X] by [date]." |
| LinkedIn / Social | Engaging, credible, community-forward | "Excited to share our latest thinking on…" |
| Careers / Culture | Warm, energetic, authentic | "We believe exploration inspires innovation." |

## Vocabulary

**Use these words:** `deliver / delivered / delivering` · `measurable results / measurable outcomes` · `trusted, proven, award-winning` · `partner / partnership` · `transform, modernize, enable` · `clarity, speed, confidence` · `forward-thinking, forward-looking` · `cross-disciplinary` · `people-first, human-centered` · `applied AI` · `meet you where you are` · `strategy + design + engineering`

**Avoid → Replace with:**

| Avoid | Use instead |
|---|---|
| world-class | proven, award-winning |
| cutting-edge | modern, leading, current |
| synergy / synergistic | collaboration, working together |
| leverage *(overused)* | use, apply, build on |
| robust | powerful, comprehensive, scalable |
| seamless | smooth, simple, connected |
| empower / empowering | enable, help, equip |
| holistic approach | end-to-end, across strategy to execution |
| operationalize | implement, launch, put into practice |
| stakeholders | clients, teams, users, leaders |
| solution(s) *(vague)* | platform, system, approach, program |
| innovative *(without context)* | describe the actual innovation |

## Grammar & Style Rules
- **Active voice** — at least 80% of sentences
- **Oxford comma** always: "strategy, design, and engineering"
- **Sentence case** for most headings; title case for formal documents and page titles
- **Numbers:** spell out one through nine; numerals for 10 and above
- **Statistics:** always numerals — "5,000+ orders per hour", "20 years", "$1,000"
- **Em dash (—):** no spaces before/after — "clarity—not confusion." Never double hyphens.
- **En dash (–):** no spaces, ranges only — "2020–2025", "pages 10–12"
- **Contractions:** OK in blog/email/social; avoid in proposals and formal documents
- **One CTA** maximum per content unit
- **Vary sentence openers** — don't start every paragraph with "We"
- **No hedging** — never "potentially", "possibly", "hope to"

## Named Services (capitalize exactly as shown)
**Services:** Artificial Intelligence · Software Engineering · Digital Experience · Data / Analytics · Digital Workplace · Digital Strategy · User Experience · Cloud Infrastructure · Modern Operations
**Engagement Types:** Expert Staffing · Collaborative Delivery · Project Teams · Managed Support
**Solutions:** Enterprise Technology · Customer Experience · Employee Experience

## Approved Taglines & Phrases (use verbatim or in close paraphrase; do not contradict)
- "Powered by People. Enhanced by AI."
- "We combine trusted talent, proven technology, and applied AI to deliver measurable results."
- "Designed to Deliver."
- "We meet you where you are and help you get where you're going, faster."
- "Exploration inspires innovation."
- "From idea to execution, we help you move with clarity, speed, and confidence."

## What RBA Is NOT

| RBA is not… | So never write… |
|---|---|
| A big-four firm | Overly formal, bureaucratic, or out of reach |
| A startup or vendor | Gimmicky, hype-driven, or product-sales heavy |
| A hype brand | Buzzwords without substance |
| Impersonal | Cold, robotic, devoid of human empathy |
| Feature-focused | Tools/tech without tying back to client outcomes |
| Arrogant | Claims without evidence or context |
| Niche | Content narrowed to a single industry or role |

## Inclusive Language (Required — all channels)

**Gender-neutral:** Use "they/them" as default when gender is unknown. Never "he/she" or "s/he."

| Avoid | Use instead |
|---|---|
| manpower | workforce, personnel, staff |
| chairman / chairwoman | chair, chairperson |
| guys *(mixed group)* | everyone, team, folks, colleagues |
| Dear Sir/Madam | Dear [Name], Dear Hiring Manager |

**Ableist language — avoid:** `crazy / insane` → unexpected · `blind spot` → oversight, gap · `crippled` → severely impacted · `sanity check` → confidence check, validation · `dummy variable` → placeholder, stub

**Racially coded language — avoid:** `grandfather clause` → legacy provision · `master/slave` → primary/replica · `whitelist/blacklist` → allowlist/blocklist · `master branch` → main · `pow wow` → meeting, huddle

**Military/sports/religious idioms — avoid:** `pull the trigger` → make the decision · `slam dunk` → clear win · `holy grail` → ultimate goal · `war room` → strategy room · `crusade` → campaign, initiative

## Risk & Compliance Language
Never use absolute language on compliance topics.

| Avoid | Use instead |
|---|---|
| ensures compliance | supports compliance efforts |
| guarantees results | is designed to deliver |
| eliminates risk | can help minimize risk |
| fully compliant | designed to align with [regulation] |

Always frame as operational/technical support — never legal advice. Close compliance content with: *"This should be reviewed alongside your organization's legal and compliance teams."*

## Self-Check
Before finalizing any content, ask:
> *Does this sound like a confident, human expert who cares about the client's results — not a generic consulting firm?*

If no, revise.

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# § Common Mistakes to Avoid

- ❌ Using brand-red `#C8252D` on anything except the logo mark
- ❌ Using Montserrat or Libre Caslon in PowerPoint or Word files
- ❌ Using Arial in web/HTML output (web always uses Google Fonts)
- ❌ Adding an accent line above dashboard section headings
- ❌ Reordering the viz palette — always apply viz-1 first, then viz-2, etc.
- ❌ Using drop shadows on text in Adobe Express / marketing
- ❌ Placing the logo anywhere except top-right on PPTX slides
- ❌ Using more than 5 agenda items on a PPTX agenda slide
- ❌ Using the web aqua `#14BADB` in PPTX (use the PPTX-specific `#40CAE3` instead)

---

# § Output Checklist

Before delivering any RBA-branded output, verify:

**All formats:**
- [ ] Colours match the brand token values exactly
- [ ] Logo present and correctly coloured for bg type
- [ ] Brand red only appears on logo

**Web / HTML:**
- [ ] Google Fonts imported
- [ ] Accent line only on content pages, not dashboard
- [ ] CSS custom properties used (not hard-coded hex in every rule)

**PowerPoint:**
- [ ] All text is Arial
- [ ] Logo in top-right on every slide
- [ ] Dark slides use `#182449`, not `#1D366D` (navy-dark vs primary)
- [ ] Aqua value is `#40CAE3` (PPTX), not `#14BADB` (web)

**Case Studies:**
- [ ] Outcome stats use aqua `#14BADB`
- [ ] Sections follow standard order (Overview → Challenge → Approach → Impact → Reflections → CTA)

**Word / Excel:**
- [ ] Heading styles applied (H1/H2/H3), not manual formatting
- [ ] Table headers use `#1D366D`

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