# Instawork Brand Identity

A complete profile of **Instawork**'s visual system — colors, typography, components, and personality — extracted from http://instawork.com. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/instawork
- Machine-readable JSON: https://characterquilt.com/branding/instawork.json
- Per-page llms.txt: https://characterquilt.com/branding/instawork/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #1C2135 |
| Accent | #3898EC |
| Body Font | Hanken Grotesk |
| Heading Font | Hanken Grotesk |

## Color Palette

- primary: #1C2135
- secondary: #3898EC
- accent: #3898EC
- background: #FCFBF9
- textPrimary: #000000
- link: #2D3648

## Typography

- primary: Hanken Grotesk — https://fonts.google.com/specimen/Hanken+Grotesk
- heading: Hanken Grotesk — https://fonts.google.com/specimen/Hanken+Grotesk

## Visual Assets

- Logo: https://cdn.prod.website-files.com/63fd26f2fd0da53e0276079c/6776cbf083d344d5e3e7f6d9_iw-logo.svg
- Favicon: https://cdn.prod.website-files.com/63fd26f2fd0da53e0276079c/647e278d5bb6dad8b7a9701e_IW-favicon-white-grey-32x32.png
- Social card (og:image): https://cdn.prod.website-files.com/63fd26f2fd0da53e0276079c/649a16c8f69460000a219a25_Instawork-OG-Image-blue.png

## UI Components

- buttonPrimary: background=#3898EC, textColor=#FFFFFF, borderRadius=8px, shadow=none
- buttonSecondary: background=transparent, textColor=#000000, borderColor=#000000, borderRadius=8px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: businesses and workers looking for flexible job opportunities

## Instawork Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

- **Migrating Dispatch with zero downtime. | by priyanka parikh | Mar, 2021 | Instawork Engineering | Instawork Engineering**  
  - Image: https://miro.medium.com/1*tYWM6La6f02Sh5AOTQMAmw.jpeg  
  - Source: https://engineering.instawork.com/migrating-to-a-new-dispatch-algorithm-with-zero-downtime-c2576d002554  
- **Jozsef Vass – Medium**  
  - Image: https://miro.medium.com/v2/resize:fill:320:214/1*maPImYoUp2vfPm8DuSCjFQ.png  
  - Source: https://engineering.instawork.com/@jozsef_9789?source=post_internal_links---------3----------------------------  
- **Starting an Engineering Book Club | by John Torres | Instawork Engineering**  
  - Image: https://miro.medium.com/1*F992zCosN-xxbQpcuGeUGQ.jpeg  
  - Source: https://engineering.instawork.com/starting-an-engineering-book-club-5b3288f9be46  
- **All blog posts | Instawork**  
  - Image: https://cdn.prod.website-files.com/640a2dd38b26e6890f8956a0/69852ba7445f9ea7204b984d_Whisk_fcd37bce25b6d399f4d4bc49f8099973eg.webp  
  - Source: https://www.instawork.com/blog-pages/all?2de26d5a_page=2  
- **Journey of a Junior Engineer at a Startup | by Eugenie Le Moulec | Instawork Engineering**  
  - Image: https://miro.medium.com/1*4bVHjdKRbf99WrFUpZLDRQ.jpeg  
  - Source: https://engineering.instawork.com/journey-of-a-junior-engineer-at-a-startup-2843d1e783b1  
- **I stopped writing E2E tests manually. I manage an AI agent instead | by Antony Fuentes | Instawork Engineering**  
  - Image: https://miro.medium.com/1*Ak7BnIWDPWqNp0Uo8SwsMg.jpeg  
  - Source: https://engineering.instawork.com/i-stopped-writing-e2e-tests-manually-i-manage-an-ai-agent-instead-e6acb44019e2

## Working with these fonts

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts:

CharacterQuilt.com suggests this flow that can help:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each `src: url(...)` to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for `response` events whose `Content-Type` starts with `font/`, and write the body to disk. The CSS extraction step is the same.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

## Machine-Readable Profile

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Hanken Grotesk",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#1C2135",
    "secondary": "#3898EC",
    "accent": "#3898EC",
    "background": "#FCFBF9",
    "textPrimary": "#000000",
    "link": "#2D3648"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Hanken Grotesk",
      "heading": "Hanken Grotesk"
    },
    "fontStacks": {
      "heading": [
        "Hanken Grotesk",
        "sans-serif"
      ],
      "body": [
        "Hanken Grotesk",
        "sans-serif"
      ],
      "paragraph": [
        "Hanken Grotesk",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "60px",
      "h2": "38px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#3898EC",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#000000",
      "borderColor": "#000000",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/63fd26f2fd0da53e0276079c/6776cbf083d344d5e3e7f6d9_iw-logo.svg",
    "favicon": "https://cdn.prod.website-files.com/63fd26f2fd0da53e0276079c/647e278d5bb6dad8b7a9701e_IW-favicon-white-grey-32x32.png",
    "ogImage": "https://cdn.prod.website-files.com/63fd26f2fd0da53e0276079c/649a16c8f69460000a219a25_Instawork-OG-Image-blue.png"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 8,
    "reasoning": "Logo rejected: Red flags detected (menu word). Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand 'Instawork'.",
    "confidence": 0.9,
    "rejected": true,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "SIGN UP",
      "reasoning": "Button #1 has a vibrant blue background (#3898EC) and action-oriented text 'SIGN UP', making it the primary CTA."
    },
    "secondary": {
      "index": 3,
      "text": "GET DEMO",
      "reasoning": "Button #3 has a transparent background with a border, making it a suitable secondary button with different styling from the primary."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "businesses and workers looking for flexible job opportunities"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand 'Instawork'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```