Fractional CFO and finance operations

Harborwell Advisory

A calm ledger-style identity for fractional CFO work, in harbor navy and brass.

Curated example kit
Light mode

Harbor NavyPrimary: #1F3558
Stone MistSecondary: #D8DDD6
Brass SignalAccent: #B98644

A brushed brass ribbon sculpture standing on a deep navy surface beside ruled navy and cream ledger sheets.

Folio 01

From brief to audit

The brief

A fictional fractional CFO practice serving founder-led service firms and seed to series A SaaS. The brief asked for trustworthy, calm, and modern, without looking like a bank.

Audience

Founder-led service firms and SaaS operators between seed and series A

Asked for

trustworthy
calm
modern

What the audit found

Finance brands usually reach for stock-market blue or fear-led urgency. The opening is boardroom trust delivered at startup pace: a system that makes founders feel in control rather than behind.

Audience promise: Financial clarity that makes founders feel in control instead of behind.
Differentiator: Combines boardroom trust with startup responsiveness.
Design direction: Soft contrast, restrained luxury, and maritime cues used sparingly.

The system

A ledger aesthetic. Ruled hairlines on salt-white paper, Cormorant Garamond at large sizes with IBM Plex Sans for tables and figures, Harbor Navy for authority, and Brass Signal kept to thin rules and one call to action. The mark is a beacon seal of concentric arcs.

Folio 02

Logo directions

Three hand-drawn marks, each shown on the kit's canvas and reversed, with where each one is meant to be used.

Harborwell SignatureDecks and proposals
Monogram SealReports and invoices
Advisory BadgeApp icon and social

Folio 03

Type specimen

The heading and body faces set at working sizes, with the full hierarchy each screen is built from.

Cormorant Garamond / IBM Plex Sans

Harborwell Advisory

Harborwell Advisory feels steady, mature, and digitally fluent without falling into bank-brand cliches. Financial clarity that makes founders feel in control instead of behind.

Cormorant Garamond brings gravitas while IBM Plex Sans keeps the kit practical for dashboards and PDFs.

Role	SizeSize / leading	Face	Sample
H1	62/68	Cormorant Garamond	Finance clarity with founder pace
H2	40/46	Cormorant Garamond	Finance clarity with founder pace
H3	26/32	Cormorant Garamond	Finance clarity with founder pace
Body	18/28	IBM Plex Sans	Calm, steady, and financially precise.
Caption	13/18	IBM Plex Sans	Calm, steady, and financially precise.

Folio 04

Palette

Six roles with hex and OKLCH values, and WCAG contrast measured against the kit's own background and text colors.

primaryHarbor Navy#1F3558oklch(0.34 0.07 253)
Buttons, nav, and authority moments
Contrast against Salt White:Bg 11.83:1 · AAAContrast against Ledger Ink:Text 1.29:1 · Fill only
secondaryStone Mist#D8DDD6oklch(0.9 0.01 145)
Tables and surfaces
Contrast against Salt White:Bg 1.32:1 · Fill onlyContrast against Ledger Ink:Text 11.50:1 · AAA
accentBrass Signal#B98644oklch(0.67 0.1 63)
Calls to action and accents
Contrast against Salt White:Bg 3.08:1 · AA LargeContrast against Ledger Ink:Text 4.95:1 · AA
surfaceCanvas#F6F7F3oklch(0.98 0.01 145)
Cards
Contrast against Salt White:Bg 1.03:1 · Fill onlyContrast against Ledger Ink:Text 14.74:1 · AAA
backgroundSalt White#FAFBF8oklch(0.99 0.01 145)
Page background
Contrast against Ledger Ink:Text 15.27:1 · AAA
foregroundLedger Ink#182331oklch(0.2 0.03 248)
Body text
Contrast against Salt White:Bg 15.27:1 · AAA

Folio 05

Live components

Real shadcn/ui components, themed only by this kit's CSS variables. Nothing here submits.

Harborwell Advisory

Finance clarity with founder pace

Measured

Rendered in Harborwell Advisory tokens

The same shadcn/ui components, themed only by CSS variables.

What to look for

Buttons and focus: Primary, outline, and ghost actions use the kit's primary and ring tokens.
Surfaces: Card, tabs, and the note share the kit's card, muted, and border tokens.
Type: The card title is the kit's heading face; everything else is its body face.

Folio 06

Voice and messaging

Calm, steady, and financially precise.

Measured
Clear
Reassuring

Do

Translate complexity
Use informed confidence
Favor specific language over hype

Don't

Sound trendy
Overwhelm with jargon
Use fear-heavy framing

“Finance clarity with founder pace”

Tagline, Harborwell Advisory

“Calm control for growing companies”

Tagline, Harborwell Advisory

“Board-ready numbers. Operator-ready guidance.”

Tagline, Harborwell Advisory

Folio 07

Handoff

Tokens, shadcn variables, and a type hierarchy tuned for dashboards and PDF board packs, plus voice rules that favor specific language over hype.

globals.cssPaste into your Tailwind v4 stylesheet.

@theme {
  --color-background: oklch(0.99 0.01 145);
  --color-foreground: oklch(0.2 0.03 248);
  --color-card: oklch(0.98 0.01 145);
  --color-card-foreground: oklch(0.2 0.03 248);
  --color-popover: oklch(1 0 0);
  --color-popover-foreground: oklch(0.2 0.03 248);
  --color-primary: oklch(0.34 0.07 253);
  --color-primary-foreground: oklch(0.99 0.01 145);
  --color-secondary: oklch(0.9 0.01 145);
  --color-secondary-foreground: oklch(0.24 0.03 248);
  --color-accent: oklch(0.67 0.1 63);
  --color-accent-foreground: oklch(0.16 0.03 248);
  --color-muted: oklch(0.94 0.01 145);
  --color-muted-foreground: oklch(0.46 0.02 248);
  --color-border: oklch(0.89 0.01 145);
  --color-input: oklch(0.99 0.01 145);
  --color-ring: oklch(0.34 0.07 253);
}

Keep exploring

See Harborwell Advisory as an interactive brand book.

The same curated kit, laid out as the brand book view a team or an agent works from.

Open the brand book preview

A brushed electric-blue metal ring with one lime segment set into its break, standing on a lined near-black card.

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