Sample deep dive · Paid plans, Starter and above
Visual identity: what the deep dive returns
An illustrative visual identity deep dive for Northgate Interiors, a fictional brand — an eight-person interior design studio in Leeds working on residential renovations. Same structure, same checklist and same evidence format as a live run. The figures are examples, not a real client's results.
Visual identity score
- Band
- Workable
- Data coverage
- 90%
- Pages read
- 14
Summary
The visual system is coherent on desktop and holds a genuine point of view in the photography. It breaks in two places: the palette drifts on templated pages, and the off-site channels use an older mark with a different lockup, so the brand looks younger on the website than it does everywhere else.
Priority fixes, ordered by impact
- 1Fix the caption overlap on the project template at small breakpoints.
- 2Rebuild the three off-site profile images from the current mark and palette.
- 3Consolidate the palette to five values and remove the journal template's hand-typed hexes.
The checklist, with verdicts
2 passed · 3 needs work · 2 failing
Every check is fixed and versioned, so two runs of the same site are comparable. A live deep dive returns the whole visual identity and creative consistency checklist; this sample shows a representative slice.
- Needs work
Logo used correctly
Standard: Correct variant, adequate clear space, no distortion or low resolution.
What we found: The site uses the current wordmark, but the Instagram and Google Business Profile avatars use the 2019 monogram with a serif lockup.
Fix: Replace the avatar on both channels with the current mark exported at 1,024px.
Impact: mediumEffort: lowSeen on: Off-site profiles - Needs work
Colour palette is consistent
Standard: A limited, repeatable palette is applied across pages and components.
What we found: Nine distinct hex values were counted across the key pages where the guideline palette lists five. Two near-duplicate greens (#3F5B4A and #3E5C4B) appear on the same page.
Fix: Consolidate to the five palette values as CSS variables and remove the hand-typed hexes on the journal template.
Impact: mediumEffort: mediumSeen on: /journal template - Pass
Typography is consistent
Standard: One or two families with a clear, repeated hierarchy.
What we found: Two families used throughout, with a repeated four-step heading scale.
Impact: mediumEffort: medium - Pass
Imagery holds one point of view
Standard: Photography and illustration share a consistent treatment.
What we found: All 61 project images share one treatment: natural light, no people, consistent warm grade.
Impact: mediumEffort: high - Fail
Mobile matches desktop
Standard: The visual system holds up at small widths without breakage.
What we found: At 375px the project grid collapses to a single column but the captions overlap the following image on six of nine project pages.
Fix: Set an explicit caption block height at the small breakpoint on the project template.
- Needs work
Contrast and legibility
Standard: Text meets a readable contrast ratio at real body sizes.
What we found: Body copy on the sage background measures 3.4:1 against its text colour at 16px.
Fix: Darken the body text one step on sage sections to clear 4.5:1.
Impact: highEffort: lowSeen on: /services - Fail
Channels look like one brand
Standard: Social profiles and listings share the site's visual system.
What we found: Instagram, LinkedIn and the Google Business Profile each use a different colour treatment; none matches the site palette.
Fix: Apply one banner and avatar set built from the site palette across all three.
Impact: mediumEffort: medium
Measured evidence
Each verdict above is formed against numbers, and the numbers are printed with their source. Where a source has nothing for a domain, the checks that depend on it are excluded rather than guessed.
Rendered page capture
- Distinct colours in use
- 9target: 5
- Pages with mobile layout breakage
- 6
- Lowest measured contrast ratio
- 3.4:1target: 4.5:1
Desktop and 375px mobile renders of every key page.
Page by page
https://northgateinteriors.co.uk/projects/harewood-townhouse
Caption overlap at 375px. Otherwise the strongest expression of the system.
https://northgateinteriors.co.uk/journal
Template drifts from the palette; the two off-palette greens originate here.
Other sections in brand foundation
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