Foundation · F3 · Typography

Four roles, one voice.

Verified against Brand Book §10.8. Display performs, Editorial humanises, Body works at length, Mono carries the data.

§10.8

The four type roles

DisplayBricolage Grotesque · 800

Make intent pop.

EditorialNewsreader · italic

the moment intent becomes revenue

BodyInstrument Sans · 400–600

Clear, warm, and friendly at length — the workhorse for proposals, prose, and UI copy alike. It never competes with the headline; it lets the idea land.

Mono / dataJetBrains Mono · 500

+18.4% CVR · utm_source=chatgpt.com · n=14,200 · CAPTURE·CONVERT·COMPOUND

Scale

The type scale

One scale, two registers — marketing reaches the top end, the app lives in the middle. Sizes shown at true value (long lines truncate).

6xl · 152hero display

Make intent pop

4xl · 60H1

Win before the click

3xl · 46H2 / section

Revenue is the only vanity metric

2xl · 34H3

Capture · Convert · Compound

xl · 27card head

Intent capture

lg · 22lede

We turn intent into revenue.

md · 18prose body

Body copy at reading size.

base · 15UI body

Interface text and controls.

xs · 11eyebrow (mono)

THE AI-FIRST CRO AGENCY

Metrics

Tracking & line-height

Token	Value	Where
--p-track-display	−0.03em	Hero display, big numbers
--p-track-wordmark	−0.038em	The wordmark lockup only
--p-track-eyebrow	+0.12em	Mono uppercase labels
--p-lh-solid	0.86	Hero display stacks tight
--p-lh-body	1.55	Prose & UI body
--p-prose	64ch	Max measure for readability

Gate

Casing, numerals & readability

✓ Do

Sentence case for headlines, buttons, nav
Numerals always — 31%, $2.4M, 90 days
Prose capped at ~64ch for readability
Big numbers in Display 800
Mono for labels, data, units, code

✕ Don't

Title Case headlines (only proper nouns + wordmark)
Spelled-out numbers (“thirty-one percent”)
Body text below 15px / prose lines beyond 64ch
Newsreader for UI labels or buttons
Mono for long paragraphs