Jeremy Anderson Tech. The strategy, identity and production system for a founder-led engineering studio that builds, secures and runs the systems a business depends on.
Version1.0 · Oct 9, 2026
Direction01 Future Systems
WorldCalibrated Signal
OwnerJeremy Anderson
StatusProposed for approval
01
Positioning
What Jeremy Anderson Tech is, who it is for, and the claim no neighbor can truthfully copy.
For organizations that run on their website and software, Jeremy Anderson Tech is the engineering studio that designs, builds, secures and runs the whole system, so one accountable expert owns the outcome.
Positioning statement
For
Small and mid-sized businesses in Central Massachusetts and Greater Boston, plus research organizations and funded teams anywhere, whose website, tools and data have become operational infrastructure.
Who need
Systems that work on day one and keep working: secure, accessible, fast, found in search and AI answers, and understood by the people who pay for them.
JAT is
A founder-led engineering studio covering web platforms, applied AI, cybersecurity and infrastructure under one roof.
Unlike
Web shops that hand off at launch, large agencies that route you through account managers, and IT providers who do not build software.
Because
The person who architects the system also hardens it, hosts it and answers when it needs attention, at prices published before the first call.
Strategic differentiation
OneAccountable lead
One engineer spans web, AI, security and hosting. No hand-offs between vendors, no blame gaps.
DefaultSecure and accessible
Hardening and WCAG 2.2 AA are part of every build, backed by W3C/WAI accessibility certification, never upsold.
OpenPublished pricing
Fixed-fee packages and hourly rates are on the website. Scope changes go through written change orders.
RunBuilt to be operated
Managed hosting, monitoring and care plans continue the work after launch on infrastructure JAT runs.
PublicProof you can inspect
Open-source projects with live demos and public code, so buyers judge the engineering directly.
Current state and the move
Today on jeremyanderson.tech
A freelancer portfolio. The hero leads with a personal name and the label "Software Architect" while the page title says "Full-Stack Developer & WordPress Engineer". Skills are grouped by technology. Services, prices and process are strong but buried two clicks deep.
The move
An agency presentation that leads with the outcome, organizes everything into four service channels, puts pricing and process in plain view, and lets the open-source work prove the engineering. Jeremy stays visible as the founder and the person you will work with.
02
Purpose, mission, vision, values
The reasons behind every decision in this book.
Purpose
Give organizations without an engineering department technology they can depend on.
Mission
Design, build, secure and run web platforms, software and AI systems that hold steady under real use, and explain them in plain language.
Vision
A region where a twenty-person business runs on systems engineered as carefully as an enterprise's.
Step responseSettled
The mark is a step response: a system moves to a new level and settles there.
Core values
Measure first
Audit, test and benchmark before recommending. Decisions follow evidence.
Plain language
Every recommendation is explained so the person paying for it can repeat it to their team.
Secure by default
Least privilege, current software and monitored logs are the starting point of every build.
Built for everyone
Accessibility is a requirement, tested with keyboards and screen readers before launch.
Own the outcome
If something we built breaks, we answer for it. Misestimates are not billed.
Show the work
Prices, process and code are public wherever possible.
03
Audiences and personas
Lead with small and mid-sized businesses; keep two strong secondary paths open.
Personas are composite archetypes built from the services JAT sells and the questions buyers ask. They are planning tools, not real clients, and must never appear on the website as testimonials.
The owner-operator
Primary
Situation
Runs a 10–60 person service business in Worcester County or MetroWest. The website was built years ago by someone who is no longer reachable.
Wants
More qualified leads, a site that looks as good as the work, and one person who answers.
Fears
Getting hacked, paying for a rebuild that fails, being talked down to.
Buys
Business Site or Custom Platform, Security Hardening, Watchdog or Guardian care.
Message
"Fixed price, plain answers, and the person who builds it keeps it running."
The research program lead
Secondary
Situation
Coordinates a study, lab or scientific program at a university, hospital or biotech. Owns a site that recruits participants or communicates findings.
Wants
Accessible, compliant pages, careful data handling, tools that make complex science legible.
Fears
Compliance findings, broken migrations, vendors who do not understand research.
Buys
Custom Platform, MDPA Compliance Review, Technical SEO, Partner care.
Message
"Accessibility-certified engineering that respects how research works."
The funded operator
Secondary
Situation
Founder or operations lead at a startup or mid-market company with real data and repetitive workflows.
Wants
AI tools that solve one operational problem, private by design, shipped fast by a senior builder.
Fears
Hype projects that never reach production, data leaving their control, hiring too early.
Buys
AI Discovery, Custom AI Tool, SIEM/SOC Setup, Embedded Dev retainer.
Message
"Production AI on your data, with security designed in from the first sketch."
Buying motivations, in order
Motivation
What the buyer needs to see
Where the brand answers it
Trust
A real person, real work, a clear process
Founder page, open-source case studies, approach page
Cost certainty
Prices before the call
Published packages and hourly rates
Risk reduction
Security, backups, support windows
Security channel, care plans, post-launch support terms
Growth
Leads, search and AI-answer visibility
Platforms and Operations channels, SEO/AEO/GEO
Speed
Start dates and timelines
Timeline readouts on every package
04
Brand architecture
One masterbrand, four service channels, three ways to engage.
Jeremy Anderson Tech is a branded house. Services are grouped into four channels, named the way an oscilloscope names its inputs. Each channel owns one color, used only as an identifier. The channels describe what the client gets; the services underneath describe how.
Channel promises
Channel
Promise (client language)
Entry offer
Flagship
CH1 Platforms
A website or app that wins work, loads fast and is easy to update.
Business Site · $3,500
Custom Platform · $7,500
CH2 Intelligence
AI and automation that removes real work, on data you control.
AI Discovery · $1,200
Custom AI Tool · from $8,500
CH3 Security
Know where you are exposed, close the gaps, and see attacks coming.
Security Audit · $850
Hardening · $2,400
CH4 Operations
Hosting, updates, monitoring and search visibility handled every month.
Watchdog · $350/mo
Guardian · $850/mo
Engagement models
Fixed-fee packages
Signed scope, 50% deposit, defined timeline, 30–90 days post-launch support.
Hourly
$115–$185 by discipline, two-hour minimum. Prepaid 20-hour blocks save 10%.
Care retainers
Watchdog, Guardian, Partner and Embedded Dev. Three-month minimum, response times guaranteed.
Naming rules
Write the full name "Jeremy Anderson Tech" on first mention; "JAT" after that, and in compact UI.
Channels are written as CH1 Platforms in UI and as plain "Platforms" in running prose.
Existing package and retainer names stay unchanged. They already rank and appear on proposals.
Never invent sub-brands or product names for one-off client work.
05
Competitive landscape
Who else the buyer is considering, what they do well, and the gap JAT fills.
XY mode · qualitativeNot measured data
Alternative
Strength
Gap JAT fills
DIY builders
Cheap, fast to start
Security, performance, custom function, someone to call
Freelancers
Direct and affordable
Breadth beyond design; hosting, security and continuity
Local web shops
Design portfolios, local presence
Engineering depth, AI, security programs
Large digital agencies
Capacity, process
Price, direct senior access, small-business focus
MSPs / IT providers
Networks, devices, help desks
Building websites, software and AI
AI consultancies
Strategy decks
Shipping to production and securing it
Differentiation strategy
Compete on accountability
Every page repeats the same promise: the person who builds the system keeps it running.
Make price a trust signal
Show packages early. Most competitors hide price; publishing it filters for serious buyers.
Prove with the site itself
The new site is the demonstration: fast, accessible, hardened, schema-rich. Its scores belong on the Approach page once measured.
06
Personality, tone and voice
The voice of a senior engineer explaining a system to the owner who depends on it.
Trait
We are
We are not
Precise
Specific numbers, named deliverables, exact timelines
Pedantic, jargon-heavy
Calm
Steady under pressure, especially about security
Cold, alarmist
Candid
Clear about cost, risk and trade-offs
Blunt, dismissive
Curious
Interested in how a client's business actually works
Showing off technology for its own sake
Protective
Looking out for the client's data, users and budget
Fear-selling
Messaging rules
Do
Lead with the outcome, name the technology second.
Use numbers that can be verified, or none.
State prices and timelines plainly.
Write short sentences in active voice.
Say "we" for the studio and "Jeremy" when it is personally him.
Explain one technical idea per paragraph.
Don't
Invent clients, quotes, metrics or team members.
Use fear to sell security.
Lead with a stack list.
Promise "100%", "bulletproof" or "guaranteed rankings".
Use "cutting-edge", "synergy", "revolutionary", "AI-powered" as filler.
Use hacker, hoodie or brain imagery in words or pictures.
Before and after
Current
"I design and build secure, accessible, and compliant web platforms, AI-assisted systems, and custom software solutions."
Rewritten
"We build the website, software and AI your business runs on, then secure it, host it and keep it running. Prices are published. You work directly with the engineer."
Current
"Let's Build Something Amazing"
Rewritten
"Tell us what the system needs to do. You'll have a written proposal within three business days."
Message hierarchy
Tagline. Systems that hold steady.
Positioning line. Web platforms, AI and security, built and run by one accountable engineering studio.
Channel promises. One sentence each, from section 04.
Proof. Public projects, published prices, certifications, a documented process.
Action. Book a free 30-minute discovery call.
07
Tagline
Eight candidates tested against the positioning. One recommendation.
Systems that hold steady.Recommended. Names the outcome buyers want (stability) and is literally what the mark draws: a signal that settles at a new level.
Built, secured, kept running.Clear service summary; strong as a positioning line under the tagline.
Calibrated for what's next.Fits the instrument world but says little about the buyer's problem.
One engineer. Every layer.Sharp differentiator; may read as small capacity to larger buyers.
Intelligent by design.The brief's theme line. Good for an internal direction name; generic as a public tagline.
Measure twice. Ship once.Memorable, but borrowed from carpentry and widely used.
Signal over noise.On theme; heavily used across tech marketing.
Engineering you can see.Supports the open-source proof; abstract on its own.
Systems that hold steady.
Web platforms, AI and security, built and run by one accountable engineering studio.
08
Logo system
A monogram drawn as one beam trace, a wordmark set in outlined Archivo Expanded, and a ruler that measures.
Primary horizontal lockup on Graticule. The JAT trace reads as a step response: the line enters at rest, the J and A form the transient, and the T settles at the trigger level.
Exploration
A · Trace SelectedOne continuous stroke spells J, A, T as a signal settling at a new level. Owns the instrument world, scales to 16px, and needs no box.B · Graticule cell DeclinedLetters set inside a 3×3 measurement grid. Legible, but it is a typeset monogram in a box; it borrows the world without drawing it.C · Lissajous DeclinedA 3:2 Lissajous figure. Beautiful and on-theme, but it carries no letters, sits close to the banned "orbital" cliché, and blurs below 32px.
Construction
Grid
16-unit divisions on a 108 × 68 artboard (viewBox 1 6 108 68).
Stroke
8 units, round caps, round joins. Half of one division.
Levels
Trigger level y 16. Baseline y 64. The J tail starts at y 50.
Apex
The A peaks exactly on the trigger level at x 52; the T bar starts 18 units later.
Unit X
One division, 16 units. X sets clear space and lockup spacing.
Primary and secondary logos
Primary · horizontal. Website header, proposals, signatures. Min 160px / 38mm wide.Secondary · stacked. Square formats, apparel, cover pages. Min 96px / 24mm wide.Monogram. Favicons, social avatars, small UI, merchandise. Min 16px / 5mm wide.App icon. PWA, iOS/Android home screen, Slack. 28/128 corner radius.
Color variants
Full color on Graticule. Default.Print and light surfaces. Mark in Deep Cyan.Reversed on Channel Cyan. Merchandise, event signage.Single color Ice. Embossing, etching, one-color print.
Clear space and minimum size
Keep at least X clear on every side, where X is one grid division: the height of the J tail, or about 0.29 × the mark's height. Never place other marks, text or edges inside that zone.
Logo
Screen
Print
Below minimum
Horizontal
160 px
38 mm
Use the monogram
Stacked
96 px
24 mm
Use the monogram
Monogram
16 px
5 mm
Do not reproduce
Improper usage
Do not rotate or skew.Do not stretch or squash.Do not recolor outside the palette.Do not add glows or bloom.Do not apply gradients.Do not change the stroke weight.Do not place on busy backgrounds.
Jeremy Anderson
Do not retype the wordmark.
09
Vector-first identity
Every identity element is SVG source. Raster files are exported from these, never edited directly.
The wordmark is outlined from Archivo Expanded (width 125, weight 620, tracking +40). TECH uses weight 380, tracking +320. No live text inside logo files.
The monogram stays a stroke in source files so weight can be audited. Expand strokes only for embroidery, vinyl cutting and laser etching.
Recolor with currentColor or the --mk, --lk-name, --lk-tech, --lk-rule custom properties. Never edit path data.
Favicons: export jat-icon.svg at 16, 32, 180, 192 and 512 px; ship the SVG as rel="icon" for modern browsers.
Print: convert to CMYK at the printer using the values in section 10. Spot alternative: Pantone 319 C for Channel Cyan.
10
Color
An oscilloscope screen: a near-black graticule, ice-white readouts, and four channel colors that identify, never decorate.
Ultraviolet#9A8CFF · 154 140 2557.1:1 on Graticule
CH3Security
Amber#FFC23D · 255 194 6112.2:1 on Graticule
CH4Operations
Signal#5EF0A0 · 94 240 16013.5:1 on Graticule
Neutrals
950 07090B
900 0A0C0F
850 10141A
800 161B22
700 222A34
600 2E3845
500 3D4855
450 5A6675
400 7D8996
300 A3AFBC
100 E6ECF2
Neutrals carry a slight blue bias toward Channel Cyan. 950–800 are surfaces, 700–500 are lines, 450 is the minimum for form control borders (3.35:1), 400–100 are text.
Semantic
Role
Dark UI
Light / print
Success
#5EF0A0
#0A7646 · 5.2:1
Warning
#FFC23D
#8A5800 · 5.5:1
Danger
#FF5C7A
#B0203C · 6.2:1
Info
#3CE3F0
#007C88 · 4.5:1
Semantic colors share hues with channels. Always pair them with an icon or word so state never depends on color alone.
Paper set
Paper
#F3F5F7
Deep Cyan
#007C88
Deep UV
#5B4BD6
Slate
#465260
For proposals, invoices and anything printed on white stock. Channel colors switch to their deep versions on paper.
Proportion
Graticule 72%Panels 18%Ice 7%Channels 3%
Contrast matrix
Text on
Graticule #0A0C0F
Panel #10141A
Raised #161B22
Cyan #3CE3F0
Ice
16.5 AAA
15.5 AAA
14.5 AAA
1.3 fail
Ink 300
8.8 AAA
8.3 AAA
7.8 AAA
1.4 fail
Ink 400
5.5 AA
5.2 AA
4.9 AA
2.3 fail
Cyan
12.5 AAA
11.8 AAA
11.1 AAA
—
Ultraviolet
7.1 AAA
6.7 AA
6.2 AA
1.8 fail
Danger
6.6 AA
6.2 AA
5.8 AA
1.9 fail
Graticule
—
—
—
12.5 AAA
AA requires 4.5:1 for body text and 3:1 for large text and UI boundaries. On Channel Cyan, use only Graticule text.
11
Typography
One variable family stretched like instrument lettering, plus a monospace for anything that is measured.
Readouts only: prices, timelines, measurements, channel IDs, code. Never for headlines or paragraphs. Width 90 keeps tables compact.
$7,500 · 5–7 WKS · CH1 0123456789 Δt 2.40 ms
Type scale
Ten roles, shared by the site and this book. Each role fixes size, weight, width, leading and tracking together; components pick a role, never a raw size.
Headings run expanded (112–125); body text stays at width 100 for reading comfort.
Emphasis comes from weight and width, never italics, color gradients or underlines.
Mono appears only when the content is data. A headline in mono is a costume.
Running text measure: 60–72 characters. Headings wrap with text-wrap: balance.
Licensing
Archivo (Omnibus-Type) and Martian Mono (Evil Martians) are licensed under the SIL Open Font License 1.1: free for commercial use, embedding, self-hosting and modification. For WordPress, self-host WOFF2 subsets (Latin, Latin-Ext) from the theme, preload the display axis instance used above the fold, include the OFL text in /assets/fonts/, and do not sell the fonts on their own.
12
Grid, space, radii, borders, elevation
Two grids: a 12-column layout grid for pages, and a 10 × 8 graticule for signature screens.
Layout grid
Mobile
4 columns, 16px gutters, 16px margins
Tablet
8 columns, 20px gutters, 32px margins
Desktop
12 columns, 24px gutters, fluid margins, 1280px max
Graticule
10 × 8 major divisions, 5 minor ticks each, center axes slightly brighter. Used for hero screens, case-study diagrams and data. Never as a page-wide wallpaper behind text.
Spacing tokens
--s14px
--s28px
--s312px
--s416px
--s524px
--s632px
--s748px
--s864px
--s996px
--s10128px
4px base, mirroring one minor graticule tick. Space above a heading is always larger than space below it.
Radii
0 · screens
2 · tags
6 · controls
12 · panels
Borders
Hairline
1px Ink 700. Default divider and panel edge.
Strong
1px Ink 600. Raised panels, tags.
Control
1px Ink 450. Inputs and buttons (3:1+).
Focus
2px Channel Cyan, 2px offset.
Elevation
E0 · GroundPage background
E1 · PanelInk 850 + hairline
E2 · RaisedInk 800 + soft shadow
E3 · Bezel glassOnly over a live trace
Depth comes from tone steps and hairlines. Glass (E3) is reserved for overlays that sit on top of a moving trace, like the scope's bezel; it is never a card style.
13
Photography, illustration, iconography, motion
Show real work and real people. Draw systems as signals. Move like an instrument settling.
Photography
Photography documents. It shows Jeremy working with clients, real screens of shipped projects, and the places in Central Massachusetts where the work happens. It never illustrates abstract ideas like "security" or "AI".
Light
Natural daylight, side-lit, cool neutral white balance.
Grade
Shadows lifted toward Ink 900, saturation −15%, skin tones untouched. No color casts in channel hues.
Framing
Generous negative space on one side so graticule overlays and readouts can sit beside, never on, faces.
Screens
Capture real browser windows at 2× and place them in plain device frames. No fake code, no lens flares.
Shot list to commission
Founder portrait, working at his desk in Shrewsbury
Founder in a discovery meeting with a client team
Laptop and phone running God's Eye Lite in the field
Detail: hands sketching an architecture on paper
Worcester and Boston street context, early morning
Never
Hooded hackers, binary rain, padlocks
Glowing brains, robot hands, particle spheres
Handshake stock and fake office teams
AI-generated people or offices
Illustration: trace diagrams
Systems are drawn as signal paths on a graticule. Single 1.5px strokes, channel color by discipline, labels in Martian Mono. Every diagram must describe something real.
God's Eye Lite · data pathPublic architecture
Iconography
Authored on a 24px grid, 1.5px stroke, round caps and joins, 2px interior padding. Icons share the mark's stroke logic. They label; they never decorate headings.
Motion
Run
Triggered
Things arrive unsettled and lock into place, then stop. One trigger sequence per page, on the hero.
Measured
Durations come from tokens: 120 / 200 / 320 / 640 ms. Exponential ease-out cubic-bezier(.16,1,.3,1).
Quiet at rest
After a sequence completes, the canvas stops drawing. Nothing loops in the background.
Answers the pointer
Measurement cursors follow the pointer on screens; hover states shift by 3px or a border color, never bounce.
Reduced motion
Render the locked final frame immediately. Remove sweeps and smooth scrolling.
14
UI components and interaction
Every control is rebuilt in the instrument's vocabulary. These are live and keyboard operable.
Email signature. Table-based HTML with system fonts so it survives every mail client. No images to block, no tracking pixels.
Apparel. Charcoal heather blanks, water-based ink in 319 C. Chest mark 3 in wide; back trace runs seam to seam. Cap: flat embroidery, expanded strokes.
Merchandise. Matte black ceramic mug, die-cut matte vinyl stickers, laptop placement for events. Channel stickers double as conference badges.
17
Design tokens
The same decisions in three production formats: CSS custom properties, WordPress theme.json, and W3C design-token JSON.