AllSquared moves five-, six-, and seven-figure deals between UK tradesmen, contractors, agencies and the people commissioning their work. The design system that surrounds it has one job: to look, feel, and read like infrastructure that can be trusted with that money. Not a startup. Not a fintech. Closer to a chartered surveyor's letterhead than to a SaaS landing page.
Every design decision should be testable against these. If a layout, copy choice, or interaction can't justify itself here, it doesn't ship.
The reader is about to put £40,000 through this product. They want regulator energy, not personality. Restraint is the point.
A sparky earning £80k a year doesn't read marketing copy. He reads the bit that tells him when he gets paid. Say that, then stop.
A single confident green carries action and verification. It only appears against work that is genuinely done. It is not a decoration.
Every key idea has a document version: a contract line, a milestone row, a signed party block. The product is paperwork that finally works — show it.
Stats, deal sizes, fees, dates — these are the trust-building elements. Render them with monospace clarity and never round them off into vibes.
UK English. UK law. UK regulators. Tone is reserved, slightly dry, never American. Never apologetic. The work speaks first.
A small framed monogram with an italic superscript ². Reads like a stamp on a document, which is the point. Always paired with the wordmark in editorial contexts.
Inter Tight is the workhorse — clean, dense, regulator-readable, sets paragraphs and labels at any size. Source Serif 4 carries the editorial moments — display headlines, contract-style titles, and italics that read like a barrister's footnote, not a marketing flourish.
Trust comes from restraint. A deep navy ink, a warm off-white paper, and one chartered-surveyor green for action and verified state. Gold and red are reserved for marks (seals, indices) and dispute states respectively — never for chrome.
Buttons, badges, fields, the letterhead card, the milestone row, the trust strip. Every screen of AllSquared is built from this small set.