Partners in revenue growth.

A collective of Growth Architects that has helped 500+ businesses drive revenue through marketing, sales and technology. People own the strategy and the relationship. AI accelerates the work. The balance is the brand.

Positioning statement

For growth-minded businesses, BusySeed is the growth partner that blends marketing, sales, and technology, with real humans accountable for real revenue.

Confident, human, proven.

Confident · Results-driven · Human · Grounded · Forward-looking · Proven

Give it room. Keep it intact.

"Busy" in SeedGreen, "Seed" in SeedBlack, anchored by the growth-bar leaf. The leaf stands alone as an icon and a brand device. There is one leaf file and it is assets/leaf-green.png. Nothing else is the leaf.

Primary · on light

All-white · on pine

Leaf mark · 24px min

All-white leaf · on pine

Never do this

Stretched

The wordmark has one aspect ratio. Scale both axes together, always.

Recoloured

Green equity is the point. There is no orange, teal or navy lockup.

Low contrast

Never the colour lockup on green. Mid-tone grounds get the all-white lockup.

• ▸Never redraw the leaf, in any tool, for any reason, including AI. The leaf carries embedded growth bars that no model reproduces correctly. If it was not loaded from leaf-green.png, it is not our leaf.
• ▸The growth bars are white, not black. Any leaf with dark bars is a bad approximation and must be replaced, including the copy currently sitting in the admin repo at public/logos/.
• ▸No rotation, no shadow, no outline, no gradient fill on the lockup or the leaf. It sits flat.
• ▸No lockup edits. Do not re-space "Busy" and "Seed", swap the leaf position, or set the name in another typeface as a substitute.
• ▸The 10-year badge is retired. It marked the anniversary only and must not appear on any new work. Remove it wherever it survives.
• ▸Never inside a container that fights it. No circle crops, no coloured tiles, no "app icon" treatment except the shipped app-icon.png.

Grounded greens, one warm spark.

Primary

Secondary

Neutrals are warm. There is no blue-grey in this brand.

Text and ground pairs that are approved

Pairs that are banned

Where each colour earns its place

• ▸Light surfaces. Paper, Mint Soft or White on 75 to 80% of any layout.
• ▸Dark sections. SeedPine is the only dark ground, never SeedBlack. One dark region per screen.
• ▸Orange is precious. Primary marketing actions and key numbers only. Never a background field, never behind a headline, never more than one per view, and never a button inside a product.
• ▸SeedGreen is an accent, not body text. It is for eyebrows, icons, rules, check-marks and marketing links. Body copy is Gray 700 or SeedBlack.
• ▸Status is four families. Good, warn, critical, neutral. Anything new maps onto one of them rather than introducing a fifth colour.
• ▸Charts draw the ramp in order, viz-1 through viz-7. Orange is viz-4 and reads as "the answer", so it appears once at most.
• ▸No new hex codes. If the thing you need is not in the ramp, it is a token request, not a one-off value in a stylesheet.

Status families

Georgia titles, Lato text.

Georgia has two weights doing two jobs: 700 is the marketing voice, 400 is the product title voice. Both are Georgia, so the website and the products are visibly the same company without the app shouting. Georgia stops at 24px. Below that its serifs thin out and fringe, so everything smaller is Lato.

Marketing scale

Product scale

Eyebrows and numbers

Type rules

• ▸Three families, no fourth. Georgia, Lato, JetBrains Mono. No icon fonts, no display cut for a single campaign.
• ▸Georgia has a 24px floor. At 24px and above it is our voice. Below 24px the serifs fringe and the whole surface looks cheap, so product section titles, card titles, table figures and stat values under 24px are all Lato 700.
• ▸Never Georgia for body copy and never Lato for a headline above 24px. The split is what makes the system readable at a glance.
• ▸Never below 13px in product, 15px in marketing, 12pt in print. 11px exists only for timestamps and micro-labels.
• ▸Two weights per screen. Regular and bold. No light weights, no faux-bold, no letter-spacing on lowercase text.
• ▸Uppercase is for eyebrows, status pills and micro-labels of two or three words at most. Never a headline, never a button, never a sentence, and never a full line of information. Letterspaced mono caps are not a style we use for reading: addresses, version lines, table headers, captions and colophons are sentence case Lato.
• ▸Body copy caps at 720px (--maxw-prose). Long measure is the fastest way to make a page feel unedited.

Confident, human, receipts-first.

We speak like a partner who has done this 500 times. Direct, proof-led, warm. Lead with the result; name the number.

Hard rules

• ▸No em dashes, en dashes or double dashes anywhere. Use a comma, or start a new sentence. This is linted in the admin dashboard and rejected before save.
• ▸Person. "You" for the reader, "we" for BusySeed. Third person only in boilerplate and meta descriptions.
• ▸Casing. Sentence case everywhere except eyebrows and micro-labels. Headlines take a full stop. Buttons are sentence case.
• ▸No emoji. Not in product, not in marketing, not in decks. Status is a Pill; emphasis is weight.
• ▸Numbers first. Every claim carries a figure. Every proposal line carries a quantity.
• ▸The Seed naming system is one word, camel-cased. SeedGEO, SeedLeads, SeedOutreach, SeedEnrich, SeedSite. Never Seed GEO, never seedgeo.

UI copy

Four-pixel ladder, generous rhythm.

Every gap, pad and margin in every surface comes off one ladder. A value that is not on the ladder is a bug.

Frame measurements

The building blocks.

Buttons

Status pills

Square 4px pills carry status. Rounded mint pills carry categories and are never coloured by status. A pill is never clickable, and never the only thing communicating a state.

Corner radius

Cards, side by side

Icons

One line-style set, 1.5px stroke, SeedGreen or Gray 500, 20px in product and 24px in marketing. Unicode glyphs carry in-product affordances today: + new, ⏱ log time, ✨ Ask AI, → ↑ ↓ direction and sort, › breadcrumb, × close, ⚠ warning. Third-party logos come from simpleicons.org and keep their own brand colour. The leaf is never an icon in an icon row.

Elevation

Four steps, no fifth. Shadow signals distance from the page, so two components at the same distance take the same shadow.

Every new app invents a new header.

The reason the tools look unrelated is not colour. It is that each one invented its own chrome, its own page title, its own idea of density. Same green, five different products.

Four questions, one answer.

What never changes across the three

• ●The table. Hairline ledger everywhere. Sentence-case headers, tabular figures right-aligned, 0.5px rules, no striping, no vertical rules.
• ●The type rule. Georgia only at 24px and up. Everything smaller is Lato 700.
• ●The status families. Four pills, four colours, same words in every product.
• ●The four-pixel ladder. Padding and gaps come off the same scale in every tier.
• ●The curve. One easing, one motion budget, one reduced-motion behaviour.
• ●Orange is precious. Client CTAs and one key number. Never a fill, never a chart series that is not the highlighted one.

Labelled, quiet, forgiving.

Every field in every app is built the same way: micro-caps label above, 32px control, 0.5px hairline, mint focus ring. Nothing about a form should require a second look.

Field rules

Marketing lead forms are the one exception on size: 44px controls, 14px radius, generous spacing, and the orange CTA. They are conversion surfaces, not operator tools.

The table is the product.

Most of what we build is a table with opinions. It gets the most rules because it carries the most weight.

The hairline ledger

There is one dense-table treatment in this system and this is it. A white sheet on the warm canvas, half-pixel hairlines, sentence-case headers, figures right-aligned in Lato 700. Every account list, campaign list, contact list and time log in every product is this table with different columns.

Table rules

• ▸Headers are sentence case. Lato 700 at 12.5px in Gray 700 on a Paper band, with a 0.5px rule beneath. Not uppercase, not letterspaced: position and the rule already say "this is a header". Rows divide on the fainter 6% hairline.
• ▸Numbers right-align, in Lato 700 with tabular figures. Nothing in a table reaches 24px, so Georgia never appears in one. Text left-aligns. Nothing centres.
• ▸Hover is a white wash across the whole row. No lift, no per-cell ring, no colour change, no scale.
• ▸Seven columns is the ceiling. Past that, move detail into the slide-over.
• ▸No zebra striping and no vertical rules. The hairline does the work. Stripes make a warm canvas look striped, not structured.
• ▸Empty cells read "0" or a neutral pill, never a dash and never blank. A dash in a figure column is the same mistake as a dash in a sentence, and a blank cell is indistinguishable from a bug.
• ▸The header row sticks on any table longer than one screen. Sort state shows as ↑ or ↓ beside the active column label, which turns pine.
• ▸Two densities, no third. 49px rows by default. 29px rows for time logs and contact lists. The account overview never goes dense.

Grouping

When grouping is on, the group becomes a Mint Soft band across the full width carrying its name and its subtotals, and its members indent by 14px. It is never a second card and never a collapsible accordion: the table stays one sheet you can read top to bottom.

Selection

Selection adds a 40px checkbox column, tints the chosen rows mint, and puts a bulk bar above the table naming the count and only the actions that apply to it. The select-all box shows an indeterminate state on a partial selection, never a full tick. Destructive bulk actions still open a confirm that names the objects.

Charts

Stat tiles

Label in micro-caps above, value in Georgia 400 with tabular figures, delta beneath as a status-coloured pill with a direction arrow. Four across at most. A tile without a comparison is a number without meaning, so always give it a period or a target.

Design the other three states.

Loading, empty and error are not edge cases. They are most of what a new user sees, and most of what an operator sees on a bad day.

Which vessel carries the message

Rules

• ▸One banner, one toast, one modal at a time. Stacked feedback is how a product loses credibility.
• ▸Feedback appears where the action happened. A row-level failure does not become a page-level banner.
• ▸Optimistic updates need a real rollback, with an inline message when the write actually fails.
• ▸Nothing auto-dismisses if the user has to act on it. Toasts vanish. Errors stay.
• ▸Skeletons only where the shape is known. If the layout depends on the response, show the empty frame and a single quiet progress line.

If it cannot be used, it is not designed.

Checks before anything ships

• ▸Tab through the whole screen. Focus order matches reading order, nothing is trapped, and every stop is visible.
• ▸Zoom the browser to 200%. Nothing clips, nothing overlaps, no horizontal scrollbar appears.
• ▸Turn images off. The page still makes sense and the logo still has a name.
• ▸Read the labels out loud. If a button's label only makes sense next to its icon, the label is wrong.

The leaf, growth bars, real people.

Photography that works

How a cutout sits in its frame

A cutout always stands on the bottom edge of its frame. Anchor it to the bottom, let it bleed off if it needs to, and never centre it vertically: a torso floating in the middle of a panel reads as a severed body, not a person. Feet, hips or the bottom of the jacket meet the frame edge. Same rule on slides, in proposals, in ads and in AI-generated banners.

Cutouts with type baked in

Several team cutouts ship with a white name plate already on the file. On a Mint Soft field that type disappears, which is the single most common photo mistake in our decks. Those files go on SeedPine, or the plate gets removed and the name is set in Lato beside the photo, which is the treatment we prefer. Never letterbox a wide plate file into a card-shaped frame: half the panel ends up empty. Check every cutout against its ground and its frame before it ships.

Photography to avoid

No unnatural filters and never a shifted skin tone. No distortion: never stretch or warp a photo to fit a frame. No headline on a busy area without a scrim. If a photo needs a heavy filter, a stretch, or a headline dropped on a busy area, it is the wrong photo or the wrong treatment.

Every claim has to be one we can defend.

Every line carries a number.

A deliverable without a quantity is not a deliverable. If a line item has no number on it, it does not go on the proposal.

Template anatomy

The Authority Foundation / Prosal layout is the standard, and every proposal follows it. Left panel, SeedTeal ground: icon, package name, price pill, italic tagline, and an EXPECTED OUTPUT box. Right side: a What's Included header, green check-circle bullets, and one small italic footnote at the bottom. Pricing holds at the standard entry point with a six month minimum.

Quantities apply to posts, graphics, ad creatives, contacts reached, emails sent, calls made, hours, reports, audiences and tests.

Nine checks.

• 1The tier is named in the ticket, and the chrome was copied, not designed.
• 2Every table is the hairline ledger, with sentence-case headers.
• 3No Georgia below 24px, anywhere.
• 4Uppercase appears only in eyebrows, status pills and micro-labels of two or three words.
• 5Orange appears at most once per view, and only in Tier C or on one key number.
• 6Loading, empty and error states exist for every list on the screen.
• 7Every animation is on the one curve, under 400ms, and dies under reduced motion.
• 8No internal ids, run states or model names on a Tier C screen.
• 9Someone who uses another BusySeed product can find the primary action in under five seconds.