Imagery.
Warmth over gloss, evidence over decoration. If a chart can do the job, the chart is the image.
The headshot
One approved headshot, shipped in a circular crop with an orange-200 ring (4px border). Download it from Assets; never screenshot it out of another page.
Square crops, other rings, and filters are all off-brand. If a platform forces a square, center the circle on cream.
Photography direction
✓ yes
Natural light. Real workspaces, real tools, real paper. Warm neutrals that sit comfortably next to cream and wood. Hands doing things.
× never
Blue-tinted “tech” stock, circuit-board brains, hoodie hackers, glowing neural nets, glossy 3D renders — any image a thousand AI newsletters used this week.
Illustration & figures
Illustrations are hand-drawn-adjacent and sparse — the organic shapes already in the site background are the ceiling for decoration. Anything that carries information is a chart and follows the Data standard; anything that doesn't carry information should usually be cut.