A lead generation startup that wanted approachable, not corporate. Ugly Duck Design designed the brand and site, structured as a conversation - each section closing in the visitor's own words and handing them to the next, in the order the questions actually arrive. Yellow, black, white and cream keep the palette out of the way so the illustrations can lead, while custom dividers slot the sections together like a jigsaw. The logo runs on the same idea: a custom typeface built from letterforms that read as joints, ready to click into place.