Civic atom-age,
not Fallout cosplay.
A complete brand system that channels the 1940s WPA, 1950s Olivetti, 1960s NASA technical manuals, and Civil Service insignia — the sincere visual ancestors of Fallout's parody brands. Sincere atom-age has the warmth, the optimism, the period typography, and the operator-grounded posture without the irony. Civilians believed technology would transform daily life optimistically. Praxis says: this time, deliver on it.
The single rule that holds this system together: every move has to read the same way to a buyer who has never played Fallout as it does to a buyer who has. If a move only works because someone "gets the reference," it fails the operator-credibility test and we drop it. The reference is allowed to be there for those who see it. It cannot be required for the design to work.
§ 01 · Primary mark
The civic vault badge, stripped
PRIMARY LOCKUP · CIVIC INDUSTRIAL BADGE
PRAXIS.
VOLUME ONE · 2026
DROPPED FROM CONCEPT 01: "PRAXIS-TEC" SUFFIX · YELLOW-ON-COBALT · VAULT NUMBER GAGS
PRAXIS.
EST. MMXXVI
PRAXIS.
P.
SCALES TO 16 PX · PASSES FAVICON TEST
§ 02 · Color system
Six colors. Strict semantic roles.
Praxis Cream
#EFE4CD
Default canvas. The paper. Everything sits on this. Period correct, period warm.
Operator Navy
#14365E
Primary ink. Headlines, badge field, secondary surfaces. The "civic" register.
Print Ink
#0E0E0D
Body copy, footnotes, fine print. Use sparingly outside text.
Atomic Red
#C42130
Single accent. The dot. One CTA per page. One pulse per section. Never wallpaper.
Aged Gold
#B8943C
Hero artwork only. Propaganda poster, deck cover, conference backdrop. Banned from primary mark.
Paper Aged
#DCC9A0
Section dividers, side panels, business card front aging. Subtle texture, not hierarchy.
§ 03 · Type system
Five faces. Strict role boundaries.
Operators
who build.
who build.
Primary headline face across site, deck, business cards. Atomic-age industrial without Fallout-specific signal. Open-source via Google Fonts.
We ran a multi-state operation. Then we built the software that runs it. Now we build for the founders doing the same.
All running text, lede paragraphs, manifesto sections. Warm, technical, operator-grounded. Pairs with Big Shoulders without competing.
Live state · CultOps production
tables ······· 156
modules ······ 12
last hotfix ·· 04 hours ago
capacity ····· 06 / yr · active
tables ······· 156
modules ······ 12
last hotfix ·· 04 hours ago
capacity ····· 06 / yr · active
Section tags, eyebrow text, data readouts, footnotes, navigation, footer chrome, equipment plates. Carries the "operator's instrument" quality.
"Why fixed-price, not hours? Output-based pricing rewards velocity. Fixed pricing rewards correctness. We price for the answer, not the keystrokes."
Pull quotes, signature blocks, marginalia, period flourishes. Use sparingly, never for body copy. Adds human-typewriter warmth.
Operators Build.
Reserved for the propaganda poster, deck cover, and conference backdrop. Never on the website body, never in business cards, never as section heads. One artifact per surface.
PRAXIS BUILDS!
The fun one. Hero stripe on a propaganda poster. Sticker text. A single deck section divider. Never the wordmark. Never a section heading on the site.
§ 04 · Applications
The system, applied to four real surfaces
APP 01Site headerLive on every page
PRAXIS.
Operational Intelligence
Badge sits left at 44 px, wordmark in Big Shoulders 800 with the red dot, "Operational Intelligence" in Plex Mono caps below. Nav in Plex Mono. Single red CTA, never two. The badge's red center reads as a 16 px favicon when scaled.
APP 02Business card · front and backGreg's pitch artifact
Greg Dunaway.
Co-Founder · Managing Partner
Emailgreg@gopraxis.ai
Webgopraxis.ai
Front · cream paper · navy ink · red dot
PRAXIS · OPERATIONS BUREAU · NO. 26
Operators
Build.
Build.
93% goes to the tools.
7% goes to the layer that makes them work.
We build the 7%.
7% goes to the layer that makes them work.
We build the 7%.
Phoenix · Berlingopraxis.ai
Back · navy field · gold-cream type · red accent
APP 03Deck cover slide · 16:9Sostanza, Aroya, HausMatch covers
APP 04Operator console · the one terminal surfaceCultOps internal — civic, not Pip-Boy
§ Production · CultOps
tables156
modules12
last hotfix04 hours ago
uptime · 30d99.94 %
in productionmultiple states
§ Capacity · Engagements
activeAspire · HausMatch
in dx sprintSostanza
in qualificationAroya · Cliff House
capacity06 / yr · 02 open
operatorsMorrow · Dunaway
Operator console · build 3.7.2
Scope: civic / restrained · no scanlines outside this surface
The Pip-Boy reference, demilitarized. Plex Mono on cream paper, navy chrome, single red pulse, hairline rules. No phosphor green, no scanlines, no CRT vignette. The "operator's terminal" idea survives by giving up its costume. This is the one surface where the terminal language is allowed to live, and only because it's structurally an operations console.
§ 05 · Restraint rules
What this system requires, and what it bans
Do
- Use the badge as the primary mark on every surface that needs identity, at every scale from 16 px to 240 px.The badge is what makes this system civic instead of generic. It carries the operational weight without requiring the visitor to "get a reference."
- Reserve Limelight and Bungee Inline for one artifact per surface. Poster only. Deck cover only. Conference backdrop only.If display type goes everywhere, the system tips into pastiche immediately. The display face is a moment, not a habit.
- Treat the propaganda poster as the artwork, not the wallpaper. One per page. One per deck. One per booth.A WPA poster works because there's only one of them in the room. A wall of them is a thrift store.
- Run the operator console as the only terminal-language surface. Anywhere a scanline appears, it has to be earned by being a real operations interface.The Pip-Boy reference is allowed exactly once, and only because it's structurally a console.
- Lead with operator copy, not period copy. "Operators who build." comes before "Operations Bureau No. 26." The period flourish supports the substance, never replaces it.If the period framing reads first, the buyer thinks "costume." If the substance reads first, the period framing reads as conviction.
Don't
- No mascots. No Operator Boy. No cartoon thumbs-up character. No friendly anthropomorphic operator avatar.The mascot is the single move that flips this system from "civic" to "Fallout pastiche" in one second. There is no operator buyer who would take a brand with a Vault-Boy-style mascot seriously.
- No "-Tec" suffix. No "Praxis-Tec." No "Vault" anything. No "Pre-war." No fictional model number gags.The suffix is a wink. The wink is what reads as joke. The badge format on its own is civic and works without any of those words.
- No yellow-on-cobalt. Vault-Tec's signature combo is the most recognizable single visual in the entire Fallout universe.If we use it, every visual person who has ever seen Fallout reads "Vault-Tec parody" in a quarter second. Navy on cream is the substitute. Aged gold appears only on hero artwork.
- No phosphor green outside the operator console. No CRT scanlines on the marketing site. No VT323 in the wordmark. No glowing terminal aesthetic on a deck slide.Same logic as the mascot rule. If green-on-black appears on more than one surface, the system collapses into Pip-Boy fanart.
- No irony, ever. No "knowing wink." No "atomic-age cosplay" copy. No "bunker" or "fallout" puns. No retro-aware humor in the voice.The whole strategic premise is that operator buyers buy from people who take their own work seriously. The moment the brand winks at itself, the buyer hears "we don't take this seriously either."
- No "Operations Bureau" / "Vault 26" framing on procurement-grade surfaces. Those phrases are allowed on the propaganda poster and the back of a card. They are banned from the front of the card, the contract, the proposal, and the invoice.Period copy on a contract reads as fiction. Operators sign contracts, not stories.