Theme Lab / MSP brand directions
8 THEMES · 8 BRANDS · 8 PALETTES
Original directions — no shared brand

Eight MSPs that have never existed, designed like they've had an agency for years.

Each theme is a complete fictional brand: its own palette, type system, voice, and target market. Content lives in typed modules (src/content/<theme>.ts) — the exact seam where Sanity GROQ queries plug in later.

Northstack aurora

The northern lights as always-on IT — Luminous gradient-mesh dark — indigo night sky, teal→violet→magenta aurora, glass cards, starfield.

Open →
Round-the-clock companies (logistics, healthcare, SaaS)

Meridian Works blueprint

The technical drawing — Drafting-sheet paper white, cyanotype blue, grid paper, dimension lines, title-block footer, review stamp.

Open →
Architecture, engineering & construction firms

Grove Technology Co. terra

Technology like a well-made room — Organic Aesop-calm — oat, sage, clay, walnut; Fraunces serif; arch shapes; numbered service index.

Open →
Wellness, boutique hospitality & design studios

Kilowatt IT kilowatt

Electricity — High-voltage brutalist-tech — charcoal, acid volt green, hard offset shadows, marquee strips, hazard stripes.

Open →
Media & production studios, esports, agencies

Cairn Technology Co. summit

The expedition — Cartography as design — topo contour fields, waypoint route plans, elevation-profile stats, map-legend services.

Open →
Fast-scaling outdoor-rec, healthcare & professional firms

Apogee Systems mission

Retro-NASA mission control — Apollo flight-plan paper — worm wordmark, GO/NO-GO board, numbered procedures, countdown strips, navy + safety orange.

Open →
Mission-critical ops: labs, logistics, engineering, fintech

Vantage IT vantage

Swiss typographic purism — Universal tier — no geography. The grid IS the design: visible hairline columns, massive grotesque type, Klein-blue accent, radius zero.

Open →
Universal · remote-first & multi-location companies

Haven IT haven

Shelter as light — Universal tier — no geography. Dawn-gradient washes, glass-light cards, serene serif, amber warmth. The calm-assurance flavor.

Open →
Universal · teams that want IT to disappear