iqIQ Crew

Extend your team, not your risk.

IQ Crew is the only Australian MSP purpose-built to make offshore teams safe for regulated firms. This book governs how that idea looks, sounds, and behaves — in the site, the portal, the Scorecard, and every document that carries the mark.

BRAND BOOK v1.1 · RATIFIED 10 JULY 2026 · SYSTEM: EUCALYPT + THE STAMP · GOVERNS ALL PUBLIC ARTEFACTS

ON THE
RECORD

01 — Foundations

Who we are, in a table you can enforce

Voice is constant; tone flexes by context (§05). When any piece of work drifts, this table is the tiebreaker.

We are	We are not
Rigorous — every claim has a mechanism behind it	Pedantic — we don't bury owners in acronyms
Straight-talking — prices published, limits stated	Blunt or salesy — candour isn't a pitch trick
Calm — risk named once, then capability	Alarmist — fear is a competitor's tool, never ours
Warm — a crew, run properly	Matey — no slang, no exclamation marks
Evidence-led — receipts one click deep	Boastful — no superlatives, no "world-class"
Australian — spelling, idiom, hosting, standards	Nationalistic — sovereignty is engineering, not flag-waving

02 — The mark & the stamp

One quiet mark. One loud stamp.

The mark

IQ Crew

Lowercase monogram in a rounded square (radius = 25% of side). Eucalypt Deep on Paper, or Paper on Eucalypt Deep. Mono (single-colour) versions in Ink, plus a Paper reverse for dark surfaces; in both, the letterforms knock out to transparent.
Clearspace: the height of the "i" on all sides. Minimum size: 24 px monogram, 90 px full lockup. Ready-made files for every context ship in Asset Kit v1 (logos, social, email, favicon, stamp).
Never gradients, shadows, outlines, or recolouring. Never on photography. Never animated.

The stamp — adopted from Direction 02

ON THE
RECORD

A verification device, not a decoration. It certifies that the artefact it sits on is evidenced.

Where it may appear: Scorecard reports, assessment deliverables, published case studies, the Trust Centre, and evidence packs. Nowhere else.
Rotation −6° to −12°, never 0°. A straight stamp is a badge; a tilted stamp was pressed by a hand.
Record Red #D9531E lives only inside the stamp. It appears nowhere else in the system — the quarantine is what keeps it meaning "verified".
Never on the homepage hero, ads, or anything unverified. A stamp on marketing fluff kills the device permanently.

03 — Colour

Paper dominates. Green is structural. Red is quarantined.

Target ratio on any page: ~70% Paper, ~15% Tint/Sandstone fills, ~10% Ink text, ~5% Eucalypt. If a page feels green, it's wrong.

Paper#FAF7F1 · bg

Ink#1C201E · text · 15:1 AA+

Eucalypt#3F6C58 · accents · 5.6:1 AA

Eucalypt Deep#2C5243 · buttons/mark

Sandstone#D8C4A4 · fills only, never text

Sage Tint#E7EDE6 · section fills

Record Red#D9531E · stamp only

Line#E4DED2 · rules/borders

Portal (dark) variant

apps/portal only — the marketing site is light, always

Token	Value	Use
Portal Ink	#151815	background
Surface	#1E2420	panels, cards
Text	#EDEBE3	body · 13:1 AA+
Eucalypt Bright	#7CAE95	accents, states · 6.4:1 AA
Line	#2C332E	rules

04 — Typography

General Sans speaks. Mono keeps the receipts.

Role	Spec	Notes
Display	General Sans 700 · 44–56px · −0.028em · lh 1.05	Sentence case. One display line per screen.
Heading	General Sans 700 · 26–32px · −0.02em	Sentence case, never Title Case.
Body	General Sans 500 · 15–17px · lh 1.6	Max measure 70ch.
Receipts / labels / figures	JetBrains Mono 400–500 · 11–13px	Tabular numerals. All evidence lines, timestamps, region names, ABN.

Australian English everywhere — organise, colour, licence (noun). Real apostrophes and quotes (’ “ ”), en dashes with spaces for asides, non-breaking space before units.
Numbers that matter are mono and exact: australiaeast, ABN 52 697 849 522, $4,000/mo minimum.
No Title Case Headings, no ALL CAPS body, no exclamation marks, no emoji — anywhere, ever, including LinkedIn.
Production self-hosts all font files (Fontshare download + JetBrains Mono OFL). No font CDN calls on the live site — faster, private, on-story.

05 — Voice & tone

Say the mechanism, not the vibe

Voice constants: the §01 table. Tone flexes by context:

Context	Formality	Energy	Technical depth	Sounds like
Homepage	Medium	Medium	Low, receipts 1 click deep	"Your offshore team works inside your controls."
Trust Centre	High	Low	High	"Region restriction is enforced by Azure Policy at deployment."
Scorecard report	High	Low	Medium	"MFA was not enforced on 3 of 11 accounts we checked."
LinkedIn (Kyle)	Low	High	Low–medium	"Most firms couldn't tell you what their offshore staff logged into last Tuesday. Yours can."
Proposals / SOW	High	Low	High	Plain clauses, defined terms, no adjectives.
Errors / empty states	Medium	Low	Low	"That didn't send. Check the email address and try again."

Rewrites — the fastest way to learn the voice

Never

Unlock seamless offshore productivity with cutting-edge, world-class security solutions.

Always

Your offshore team gets managed laptops, locked-down accounts, and a desktop that lives in Sydney.

Never

We take security seriously. Your peace of mind is our top priority!

Always

MFA on every account. Application control on every machine. Every session logged.

Never

Trusted by industry leaders across Australia.

Always

Client zero was our own mortgage brokerage. It still runs on exactly what we sell.

Never

Submit · Learn more · Get started today!

Always

Get your Scorecard · See how it works · Book a call

Word lists

Owned: control, visibility, hardened, standards, evidence, on the record, dedicated, properly run.
Banned: solutions, synergy, cyber (standalone noun), world-class, cutting-edge, best-in-class, seamless, unlock, empower, leverage, peace of mind, military-grade, guaranteed, revolutionary, game-changing.
"Sovereign" appears only on the Trust Centre and technical pages — never in headlines.
Every public claim must exist in the Claims Register at PRINT NOW status. No register row, no sentence.

06 — Signature devices

Three things only we do

1 · The boundary motif

All illustration derives from the real architecture: a person outside, a bordered dedicated environment inside, a governed path between. Drawn in Eucalypt line-work on Paper or Tint. Labels stay country-generic ("your offshore team"). No other illustration style exists — no 3D renders, no flat-people scenes, no icons-as-decoration.

2 · The receipt

The voice slider "technical receipts one click deep" made literal. Any claim on the site can open into its mechanism. This is the site's defining interaction — try it:

Every client runs in their own dedicated Microsoft Azure tenant.RECEIPT

MECHANISM  — tenant provisioned per client at onboarding; no shared subscriptions
ENFORCED   — isolation boundary set at deployment; cannot be disabled per-user
VERIFIED   — automated audit, monthly · evidence pack available under NDA
REGISTER   — claim A2 · status PRINT NOW

Client environments are deployed exclusively to Australian Azure regions.RECEIPT

MECHANISM  — region allow-list: Australian regions only
ENFORCED   — Azure Policy at deployment; non-Australian regions are denied, not discouraged
VERIFIED   — continuous policy compliance scan
SCOPE      — platform metadata handled per Microsoft; see Trust Centre scope note · claim A3

Receipt content rules: mechanism, enforcement point, verification cadence, register row. In mono, under 5 lines, sentence fragments.
Receipts never expose internals — no script names, file paths, repo names, vendor product names, or infrastructure identifiers. Disclosure discipline is part of the security posture.
A claim that can't produce a receipt doesn't go on the site. The device polices the copy.

3 · The stamp

Rules in §02. The stamp is the receipt's big sibling: receipts explain claims; the stamp certifies whole artefacts.

07 — Taglines (kept in full, ratified)

One master line, eleven workers

Extend your team, not your risk.MASTER · hero · everywhere

Offshore capability. Onshore control.decks · one-pagers

Your people offshore. Your data onshore.Trust Centre · ads

Grow the crew. Keep the controls.LinkedIn · social

The safe way to staff offshore.referral partners · plain-English intro

More capability, not more exposure.email subject lines

Your offshore team, properly run.How-it-works header

Offshore staff, on the record.monitoring section · pairs with the stamp

Every seat secured.pricing page

Built like it's audited. Because it is.Trust Centre

Global team. Australian standards.About page

Add people, not attack surface.technical audiences · Justyn's pieces

08 — Design doctrine

Built by hand: how this site refuses to look generated

Sites read as AI-made because they're assembled from defaults. The counter isn't more decoration — it's fewer defaults, real content, and one idea executed with unusual discipline. These rules are hard constraints for the build; the CLAUDE.md will carry them verbatim.

Named tells — banned outright

The three-feature-card row with rounded icon chips. Features are told as prose sections with boundary-motif diagrams and receipts.
Centred hero over a gradient blob or mesh. Our hero is left-set on the asymmetric grid with the data-path drawing.
Terracotta/warm-clay accents (the #D97757 family) — the single most recognisable AI-design colour. Nothing in our palette approaches it; Record Red is quarantined to the stamp.
Glassmorphism, purple gradients, floating 3D shapes, dark-mode-with-acid-green.
Fake proof: logo walls, "trusted by 10,000+", invented testimonials, counters animating to made-up numbers. Our proof is CFC, receipts, and published pricing.
Scroll-triggered fade-up on every section. Testimonial carousels. Emoji. Generic icon sets as decoration.
Card-grid-with-shadow as the default layout unit. Every section earns a bespoke structure.
Copy that never commits — no prices, no names, no numbers. We publish the price, name the client, state the region.

The replacement grammar

Asymmetric by default: 7/5 and 8/4 column splits; text blocks hang off a consistent left axis; whitespace is a material, not a gap.
Receipts as rhythm: the claim→receipt device recurs down the page, so the site's texture is itself the proof argument.
Honest tables: pricing is a real table with real numbers, mono figures, and the minimum stated plainly. Tables are a feature of the voice, not a failure of imagination.
One orchestrated moment: on load, the hero data-path draws itself once (~900 ms, SVG stroke). Receipts expand. Hover states shift ≤150 ms. Nothing else moves. prefers-reduced-motion disables the draw.
Real specificity everywhere: australiaeast not "the cloud"; "one business day" not "24/7 world-class support"; "3 of 11 accounts" not "several issues".
The idiosyncrasy budget is spent: the tilted stamp and the quarantined red are the system's two deliberate oddities. Nothing else gets to be weird.

Honesty devices

The site practises what the company sells — it keeps its own receipts. Every page ends in a colophon:

IQ Crew Pty Ltd · ABN 52 697 849 522
THIS SITE, ON THE RECORD — hosted in Australia [ships only after Azure cutover · register B4] · no tracking cookies · privacy-first analytics · fonts self-hosted · last updated {date}
Privacy · Terms · Trust Centre

Craft floor — invisible until it's missing

Designed :focus-visible states (sandstone ring), set ::selection colour, real 404 and empty states written in voice, print stylesheet for the Scorecard, monogram favicon at 16/32/180.
WCAG 2.1 AA verified per component; keyboard path through every flow; touch targets ≥44px.
Performance as brand: system renders fast because it's mostly type, lines and one SVG — target Lighthouse ≥95 on 4G. A slow "security" site is an oxymoron.

09 — Application snapshots

The system at component scale

Get your Scorecard Book a call See how it works →

Work email

Used once, to send your Scorecard. Nothing else.

10 — Governance

How this book stays true

This book governs all public artefacts. Detail here supersedes Decision Record §3–4; strategy remains governed by the Decision Record; claims remain governed by the Claims Register.
Changes ship as versions (v1.1, v2.0) approved by both founders — never silent edits.
The Code phase consumes: the token table (§03) as packages/design-system, the doctrine (§08) verbatim in CLAUDE.md as hard constraints, and the receipt/stamp specs (§02, §06) as components.
Quarterly drift check: open the live site next to this book. Anything that would embarrass §08 gets fixed or the book gets versioned — one or the other.