The FM Crew identity system
A visual identity system for certified facility management operators — built to feel premium, precise, and quietly confident. This sheet governs colour, type, logo use, and UI components across every FM Crew touchpoint.
The idea
Near-black inks and electric blue read as precise, technical and dependable — closer to a modern operations control centre than a template SaaS page. Blue carries energy and trust; silver and white keep it clean and give it room to breathe.
How to use this sheet
Every colour, type size, and component below maps directly onto common selectors — h1, .eyebrow, .stat .n and so on — so any page can be reskinned by swapping tokens, not rebuilding structure.
Who FM Crew is
FM Crew trains and places certified, AI-empowered ecom operators — dedicated, office-based team members certified on a client's own platforms and workflows before day one. The mission is simple: help founders buy back their time, and supercharge their store's growth.
Certified before deployment, always
No operator deploys below the certification threshold — every operator is certified on the client's own platforms before day one.
AI-empowered, not just AI-aware
Every operator is trained to use AI tools across customer service, content, reporting, and admin.
Built by the world's top facility management educator
The operator training curriculum is built directly on Paul Waddy's frameworks — coach to brands turning over $500m+ a year.
Backed by a genuine replacement guarantee
If a placed operator can't continue for reasons covered under the Trading Terms, WrkPod replaces them at no additional recruitment cost.
How FM Crew sounds
Conversational but professional. Short sentences. Active voice. Real outcomes over vague promises — we speak to facility management founders as peers, people who've built a store and know what actually needs to get done.
We Are
- Ambitious
- Warm
- Credible
- Direct
- Encouraging
- Entrepreneurial
We Are Never
- Corporate
- Stiff
- Jargon-heavy
- Overly salesy
- Condescending
- Cost-cutting focused, not growth-focused
Phrases We Use
- “Buy back your time”
- “Supercharge your store's growth”
- “AI-empowered ecom operators”
- “Your team, just based offshore”
Phrases We Avoid
- “Cheap labour” or “cheap staff”
- “Outsourcing” used purely as a cost-cutting term
- Corporate jargon — “leverage synergies,” “end-to-end solutions”
- “VA” or “virtual assistant” as the primary term — always “operator”
Palette & usage
Eight core tones carry the entire system. Near-black inks hold the structure, blue does the pointing, silver and white keep everything clean and readable.
Primary dark background — sections, nav, dark panels
Feature panel — pairs with Night Ink
Footer and background gradient partner
Logo “crew”, icons, highlights, primary button
Accent blue — hover states, links, gradient top stop
Secondary text, captions and labels on dark
Light section background, alternate panels
Base light background; text and logo “fm” on dark
Archivo + Inter
Archivo carries every headline, eyebrow, stat and button. Inter handles everything you actually read at length.
- 500 Medium
- 700 Bold
- 800 ExtraBold
- 900 Black
- 400 Regular
- 500 Medium
- 600 SemiBold
- 700 Bold
Type & colour mapping
| Token | CSS variable | Where it applies |
|---|---|---|
| Night Ink | --forest | Section backgrounds, nav, dark panels |
| Crew Black | --hero-black | Footer, gradient partner |
| Slate Panel | --moss | Feature panel gradient partner |
| Royal Blue | --gold | Eyebrows, icons, stats, primary CTA fill |
| Electric Blue | --gold-light | Hover states, gradient top stop |
| Mist | --cream | Alternate light section background |
| White | --ivory | Base light background, text on dark |
| Cool Silver | --warm-grey | Secondary copy on dark |
| Hairline | --hairline | 1px borders, dividers, card outlines |
| Display face | --font-display | h1–h4, eyebrow, button, stat |
| Body face | --font-sans | body, p, li, input, caption |
Marks & clear space
Two marks cover every surface. Choose by background, never by preference.
On Night Ink / Crew Black — “fm” in white
On Mist / White — “fm” in Night Ink
clear space = icon heightDo
- Use the supplied SVG marks only — never re-typeset the wordmark.
- Keep clear space equal to the icon height on every side.
- Use the on-dark mark on Night Ink or Crew Black, the on-light mark on Mist or White.
Don't
- Don't recolour the mark or apply a full blue fill to the wordmark.
- Don't stretch, rotate, or add drop shadows and outlines.
- Don't place the mark on a busy photo without a dark ink overlay behind it.
UI in the brand voice
Live components, not screenshots — everything below is the same code the marketing site renders.
Order & catalogue accuracy target
Inventory & catalogue
Listings, variants, pricing and stock kept accurate across every channel you sell on.
Gradient & surface direction
Hero and footer surfaces use a subtle ink-to-black gradient. Blue gradients are reserved for CTAs and the logo — never full section fills.
Get out of the back office
Book a free strategy call and we’ll look at where your business is constrained, what work can move offshore and what your first operator could take off your team’s plate.