Brand
Book

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

MotivationWhat the buyer needs to seeWhere the brand answers it
TrustA real person, real work, a clear processFounder page, open-source case studies, approach page
Cost certaintyPrices before the callPublished packages and hourly rates
Risk reductionSecurity, backups, support windowsSecurity channel, care plans, post-launch support terms
GrowthLeads, search and AI-answer visibilityPlatforms and Operations channels, SEO/AEO/GEO
SpeedStart dates and timelinesTimeline 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.

Brand architecture: the Jeremy Anderson Tech masterbrand feeds four channels: CH1 Platforms, CH2 Intelligence, CH3 Security, CH4 Operations, each with its services. CH1Platforms Web designWordPress engineeringCustom softwareProgressive web apps CH2Intelligence AI developmentAutomationPrivate LLMs & RAGIntegrations & APIs CH3Security AuditsHardeningSIEM / SOC monitoringMA privacy compliance CH4Operations Managed hostingCare plansPerformanceSEO / AEO / GEO

Channel promises

ChannelPromise (client language)Entry offerFlagship
CH1 PlatformsA website or app that wins work, loads fast and is easy to update.Business Site · $3,500Custom Platform · $7,500
CH2 IntelligenceAI and automation that removes real work, on data you control.AI Discovery · $1,200Custom AI Tool · from $8,500
CH3 SecurityKnow where you are exposed, close the gaps, and see attacks coming.Security Audit · $850Hardening · $2,400
CH4 OperationsHosting, updates, monitoring and search visibility handled every month.Watchdog · $350/moGuardian · $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

05

Competitive landscape

Who else the buyer is considering, what they do well, and the gap JAT fills.

XY mode · qualitativeNot measured data
Qualitative positioning map. Horizontal axis: disciplines covered, from one to web, AI, security and operations. Vertical axis: access to the senior engineer, from account managers to direct. JAT sits top right; freelancers top left; large agencies bottom right; MSPs and IT providers lower middle; local web shops center; DIY builders bottom left; AI consultancies upper middle. ONE DISCIPLINEWEB+AI+SEC+OPS ACCOUNT MANAGERSDIRECT ENGINEER FreelancersDIY buildersLocal web shopsLargeagenciesMSPs / ITAI consultancies JAT
AlternativeStrengthGap JAT fills
DIY buildersCheap, fast to startSecurity, performance, custom function, someone to call
FreelancersDirect and affordableBreadth beyond design; hosting, security and continuity
Local web shopsDesign portfolios, local presenceEngineering depth, AI, security programs
Large digital agenciesCapacity, processPrice, direct senior access, small-business focus
MSPs / IT providersNetworks, devices, help desksBuilding websites, software and AI
AI consultanciesStrategy decksShipping 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.

TraitWe areWe are not

Precise

Specific numbers, named deliverables, exact timelinesPedantic, jargon-heavy

Calm

Steady under pressure, especially about securityCold, alarmist

Candid

Clear about cost, risk and trade-offsBlunt, dismissive

Curious

Interested in how a client's business actually worksShowing off technology for its own sake

Protective

Looking out for the client's data, users and budgetFear-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

  1. Tagline. Systems that hold steady.
  2. Positioning line. Web platforms, AI and security, built and run by one accountable engineering studio.
  3. Channel promises. One sentence each, from section 04.
  4. Proof. Public projects, published prices, certifications, a documented process.
  5. Action. Book a free 30-minute discovery call.
07

Tagline

Eight candidates tested against the positioning. One recommendation.

Systems that
hold steady.

Web platforms, AI and security, built and run by one accountable engineering studio.

09

Vector-first identity

Every identity element is SVG source. Raster files are exported from these, never edited directly.

jat-mark.svg · 282 bytes
<svg xmlns="http://www.w3.org/2000/svg" viewBox="1 6 108 68"
     role="img" aria-label="JAT">
  <g fill="none" stroke="#3CE3F0" stroke-width="8"
     stroke-linecap="round" stroke-linejoin="round">
    <path d="M9 50 Q9 64 23 64 Q33 64 36 57 L52 16 L68 64 H84 V16"/>
    <path d="M70 16 H100"/>
  </g>
</svg>
FileUse
jat-mark.svgMonogram, Channel Cyan
jat-mark-ice.svg / -ink.svgOne-color monogram for dark / light
jat-lockup-horizontal.svgPrimary logo, dark surfaces
jat-lockup-horizontal-light.svgPrimary logo, paper and light
jat-lockup-stacked.svgSecondary logo
jat-icon.svgApp icon, favicon source

Production rules

  • 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.

Primary

BG16.5:1 Ice
Graticule#0A0C0F · RGB 10 12 15CMYK 70 60 55 85
FG16.5:1
Ice#E6ECF2 · RGB 230 236 242CMYK 6 2 1 0
CH112.5:1 on BG
Channel Cyan#3CE3F0 · RGB 60 227 240CMYK 60 0 10 0 · PMS 319 C

Channels

CH1Platforms
Channel Cyan#3CE3F0 · 60 227 240Primary actions, mark, links
CH2Intelligence
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

RoleDark UILight / 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 onGraticule #0A0C0FPanel #10141ARaised #161B22Cyan #3CE3F0
Ice16.5 AAA15.5 AAA14.5 AAA1.3 fail
Ink 3008.8 AAA8.3 AAA7.8 AAA1.4 fail
Ink 4005.5 AA5.2 AA4.9 AA2.3 fail
Cyan12.5 AAA11.8 AAA11.1 AAA—
Ultraviolet7.1 AAA6.7 AA6.2 AA1.8 fail
Danger6.6 AA6.2 AA5.8 AA1.9 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.

Hold steady
Archivo · variable · wdth 62–125 · wght 100–900 · SIL OFL 1.1

Archivo Expanded

Display and headings, width 112–125. Wide letters echo the lettering on test equipment panels and give short headlines authority without heavy weight.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789

Martian Mono

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.

Display · --t-display
clamp(3.25–6rem) · .92
wdth 125 · wght 640 · −.035em
Hero headline only
Hold steady.
Page · --t-page
clamp(2.5–4.5rem) · .95
wdth 125 · wght 640 · −.03em
Page titles, closing statement
Websites and apps that win work.
Section · --t-section
clamp(1.875–2.75rem) · 1.05
wdth 118 · wght 620 · −.02em
Every h2
Prices before the first call.
Title · --t-title
clamp(1.375–1.75rem) · 1.15
wdth 112 · wght 600 · −.01em
Cards, features, channels
Security hardening package
Item · --t-item
1.125rem · 1.35
wdth 108 · wght 600
Steps, prices, FAQ, list headings
Written proposal
Lede · --t-lede
clamp(1.125–1.3125rem) · 1.5
wdth 100 · wght 400
Intro paragraphs
We build the website, software and AI your business runs on.
Body · --t-body
1.0625rem · 1.6 · 32em measure
wdth 100 · wght 400
Running text, about 70 characters a line
Every build includes basic hardening, SSL, Core Web Vitals optimization and on-page schema.
Small · --t-small
.9375rem · 1.5
wdth 100 · wght 430
Captions, hints, secondary lists
Prices exclude third-party licenses and hosting.
Label · --t-label
.75rem · mono · caps
wdth 90 · wght 400 · +.06em
Readouts and labels up to ~35 characters
5–7 weeks · 60 days support
Data · --t-data
1.0625rem · mono · tabular
wdth 90 · wght 400
Prices, timings, measurements
$7,500 · 5–7 WKS

Pairing rules

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

12 columns, 24 pixel gutters, 1280 pixel maximum content width, fluid side margins. 1280 MAX · 12 COL · 24 GUTTER
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
God's Eye Lite architecture: public APIs and agency feeds flow to the browser app. GitHub Actions builds the camera catalog as static data. A Cloudflare Worker fills gaps browsers cannot reach directly. A service worker caches the app and saved map areas on the device. PUBLIC APISorbits, quakes, weather GITHUB ACTIONScamera catalog → JSON BROWSER APPReact · CesiumJS · PWA LOCAL KEY VAULTencrypted on device SERVICE WORKERoffline map areas CLOUDFLARE WORKER fills blocked feeds

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.

Buttons

VariantUseRule
PrimaryThe single main action in a viewOne per viewport. Graticule text on Cyan.
SecondaryAlternative pathsInk 450 border, turns Cyan on hover.
GhostInline and tertiary actionsAlways underlined so it reads as a link.

Form fields

Used only to reply about your project.
Add the full address, like mycompany.com

Channel tags and readout strip

CH1 PlatformsCH2 IntelligenceCH3 SecurityCH4 Operations

Price rows

Business Site$3,5003–4 WEEKS · 30 DAYS SUPPORT
Custom Platform$7,5005–7 WEEKS · 60 DAYS SUPPORT
Enterprise System$15,000+8–12 WEEKS · 90 DAYS SUPPORT

Feedback

Copied to clipboard

Interaction principles

15

Accessibility and responsive rules

WCAG 2.2 AA is the floor. The founder holds W3C/WAI accessibility certification, so the brand must visibly live up to it.

Contrast

Body text ≥ 4.5:1, large text and UI boundaries ≥ 3:1. Use the matrix in section 10. Channel colors never carry body text on paper.

Focus

2px Cyan outline with 2px offset on every focusable element. Never remove focus styles. Skip link first in the tab order.

Reduced motion

Respect prefers-reduced-motion: static locked trace, no sweeps, no smooth scroll, no parallax. Motion is never required to understand content.

Not color alone

Channels always show their number and name. States pair color with an icon and text.

Targets and type

44 × 44px minimum targets on touch screens (pointer: coarse). Body text at least 16px. Text resizes to 200% without loss.

Canvas

Decorative canvases are aria-hidden; every diagram has a text alternative. Canvases pause when off screen.

Breakpoints

NameMin widthGridBehavior
Phone04 colSingle column. The trace takes a band above the headline. Tables turn into label/value cards. Readout strip becomes 2 × 2.
Tablet640px8 colTwo-column content. Menu button. Hero stays stacked, with a taller trace band.
Laptop880px12 colFull navigation (it needs 748px plus gutters). Hero copy left at most 52vw; the trace keeps to the right 40%.
Brand book rail960pxrail + columnThe section rail stays visible; below this it becomes a 44px Contents picker.
Wide1440px12 colContent caps at 1280px; graticule screens may run full bleed; the brand book column centres.
Short landscape≤540px tall—Phones on their side: compact side-by-side hero, 56px header, concept bar scrolls away.
16

Applications

The system on the things clients hold, read, wear and share. Placeholder fields are bracketed; no client names are invented.

Business card, front and back. Front: the JAT trace runs edge to edge across a graticule. Back: name, role, email, website and the four service channels. JEREMYANDERSON.TECH Jeremy Anderson Founder, Jeremy Anderson Tech info@jeremyanderson.techjeremyanderson.techShrewsbury, Massachusetts PLATFORMS INTELLIGENCE SECURITY OPERATIONS
Business card. 3.5 × 2 in, 32pt uncoated stock. Front printed in Pantone Black 6 C with 319 C trace; back on bright white.
Proposal cover and interior page on letter paper. Custom Platform Proposal prepared for [Client name] INVESTMENT$7,500 FIXED TIMELINE5–7 WEEKS SUPPORT60 DAYS [DATE] · PROPOSAL [NO.] 02 · SCOPE What's included Unlimited pages, custom post types and taxonomiesUp to two custom plugin featuresBlock theme with patterns your team can editAdvanced SEO, local schema and performance workSecurity hardening and login protectionOne third-party API integrationCMS training and 60 days post-launch support 03 · TIMELINE DISCOVER DESIGN + BUILD HARDEN + TEST LAUNCH JEREMY ANDERSON TECH · PAGE 2
Proposal. US Letter. Paper set for the body, a graticule band to close the cover. Timeline phases carry channel colors only as identifiers.
LinkedIn banner with the tagline and trace, and a circular profile avatar using the app icon. Systems that hold steady. PLATFORMS · INTELLIGENCE · SECURITY · OPERATIONS Jeremy Anderson Tech Web platforms, AI and security, built and run by one accountable engineering studio. Shrewsbury, Massachusetts · jeremyanderson.tech
Social profiles. LinkedIn banner 1584 × 396 with content kept right of the avatar overlap. Avatar uses the app icon on every network.
Presentation deck: title slide and a content slide showing the four service channels. Systems that hold steady. [EVENT OR CLIENT] · [DATE] Four channels, one engineer CH1Platformsfrom $3,500 CH2Intelligencefrom $1,200 CH3Securityfrom $850 CH4Operationsfrom $350/mo 04
Presentation deck. 16:9. Title slides on Graticule with the trace; content slides on Panel. One idea per slide.
Jeremy Anderson
Founder, Jeremy Anderson Tech
jeremyanderson.tech · info@jeremyanderson.tech
PLATFORMS · AI · SECURITY · OPERATIONS
Email signature. Table-based HTML with system fonts so it survives every mail client. No images to block, no tracking pixels.
Apparel: charcoal t-shirt front with a small chest monogram, back with the trace across the shoulders and the tagline; a cap with the monogram. SYSTEMS THAT HOLD STEADY
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: a matte black mug with the monogram, a laptop lid with stickers, and a sticker sheet with the icon, the mark, a CH3 Security channel tag and a Settled badge. JAT CH3SECURITY SETTLED CH1 PLATFORMS CH2 INTELLIGENCE CH3 SECURITY CH4 OPERATIONS DIE-CUT VINYL · MATTE
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.

Paste into the theme's base stylesheet
:root {
  /* Neutrals: blue-biased graticule ramp */
  --jat-ink-950: #07090B;  --jat-ink-900: #0A0C0F;  --jat-ink-850: #10141A;
  --jat-ink-800: #161B22;  --jat-ink-700: #222A34;  --jat-ink-600: #2E3845;
  --jat-ink-500: #3D4855;  --jat-ink-450: #5A6675;  --jat-ink-400: #7D8996;
  --jat-ink-300: #A3AFBC;  --jat-ink-100: #E6ECF2;

  /* Channels */
  --jat-ch1: #3CE3F0;  /* Platforms    · Channel Cyan */
  --jat-ch2: #9A8CFF;  /* Intelligence · Ultraviolet  */
  --jat-ch3: #FFC23D;  /* Security     · Amber        */
  --jat-ch4: #5EF0A0;  /* Operations   · Signal       */
  --jat-danger: #FF5C7A;

  /* Paper set (light surfaces, print) */
  --jat-paper: #F3F5F7;  --jat-paper-muted: #465260;
  --jat-ch1-deep: #007C88;  --jat-ch2-deep: #5B4BD6;
  --jat-ch3-deep: #8A5800;  --jat-ch4-deep: #0A7646;  --jat-danger-deep: #B0203C;

  /* Roles */
  --jat-bg: var(--jat-ink-900);        --jat-panel: var(--jat-ink-850);
  --jat-raised: var(--jat-ink-800);    --jat-line: var(--jat-ink-700);
  --jat-line-strong: var(--jat-ink-600); --jat-line-control: var(--jat-ink-450);
  --jat-fg: var(--jat-ink-100);        --jat-fg-muted: var(--jat-ink-300);
  --jat-fg-subtle: var(--jat-ink-400); --jat-accent: var(--jat-ch1);
  --jat-focus: 2px solid var(--jat-ch1);

  /* Type */
  /* metric-matched fallbacks are declared with @font-face in the theme stylesheet */
  --jat-font-display: "Archivo", "Archivo Wide Fallback", Arial, sans-serif;
  --jat-font-body: "Archivo", "Archivo Fallback", Arial, sans-serif;
  --jat-font-mono: "Martian Mono", "Martian Mono Fallback", ui-monospace, Menlo, Consolas, monospace;

  /* Type roles: size · weight · width · leading · tracking travel together */
  --jat-text-display: clamp(3.25rem, 1.6rem + 6vw, 6rem);      /* 640 · 125% · .92 · -.035em */
  --jat-text-page:    clamp(2.5rem, 1.5rem + 4vw, 4.5rem);     /* 640 · 125% · .95 · -.03em  */
  --jat-text-section: clamp(1.875rem, 1.3rem + 2vw, 2.75rem);  /* 620 · 118% · 1.05 · -.02em */
  --jat-text-title:   clamp(1.375rem, 1.2rem + .6vw, 1.75rem); /* 600 · 112% · 1.15 · -.01em */
  --jat-text-item:    1.125rem;                                /* 600 · 108% · 1.3           */
  --jat-text-lede:    clamp(1.125rem, 1rem + .4vw, 1.3125rem); /* 400 · 100% · 1.5           */
  --jat-text-body:    1.0625rem;                               /* 400 · 100% · 1.6           */
  --jat-text-small:   0.9375rem;                               /* 430 · 100% · 1.5           */
  --jat-text-label:   0.75rem;                                 /* mono 400 · 90% · +.06em caps */
  --jat-text-data:    1.0625rem;                               /* mono 400 · 90% · tabular   */
  --jat-measure: 32em;                                         /* ≈ 70 characters of Archivo */

  /* Space: 4px base */
  --jat-space-1: 4px;   --jat-space-2: 8px;   --jat-space-3: 12px;
  --jat-space-4: 16px;  --jat-space-5: 24px;  --jat-space-6: 32px;
  --jat-space-7: 48px;  --jat-space-8: 64px;  --jat-space-9: 96px;
  --jat-space-10: 128px;

  /* Shape and depth */
  --jat-radius-tag: 2px;  --jat-radius-control: 6px;  --jat-radius-panel: 12px;
  --jat-shadow-raised: 0 10px 30px -8px rgb(0 0 0 / .6);
  --jat-glass: rgb(16 20 26 / .62);  --jat-glass-blur: 14px;

  /* Motion */
  --jat-ease-out: cubic-bezier(.16, 1, .3, 1);
  --jat-dur-fast: 120ms;  --jat-dur-base: 200ms;
  --jat-dur-slow: 320ms;  --jat-dur-sweep: 640ms;
}
@media (prefers-reduced-motion: reduce) {
  :root { --jat-dur-fast: 0ms; --jat-dur-base: 0ms; --jat-dur-slow: 0ms; --jat-dur-sweep: 0ms; }
}

Jeremy Anderson Tech Brand Book v1.0
Prepared October 9, 2026 · Shrewsbury, MA