Waterplan Brand Identity

A complete profile of Waterplan's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #0000EE
• secondary: #2D3748
• accent: #0073EE
• background: #FFFFFF
• textPrimary: #032148
• link: #032148

Typography

• primary: Golos Text — Golos Text
• heading: Golos Text — Golos Text

Visual Assets

• Favicon:
• Social card (og:image):

UI Components

• buttonPrimary: background=#0073EE, textColor=#0000EE, borderRadius=300px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#0000EE, borderRadius=40px, shadow=rgba(183, 195, 213, 0.3) 0px 4px 25px 0px

Brand Personality

Tone: professional · Energy: medium · Audience: businesses concerned with water sustainability and risk management

Waterplan Brand in the Wild

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

• Coca-Cola Europacific Partners & Waterplan: Managing water stewardship with technology
  • Image:
  • Source: Coca-Cola Case Study
• Waterplan | Report Water Risk
  • Image:
  • Source: Report Water Risk
• Nicolas Cunningham - Lead Product Designer at Waterplan (YC S21) | LinkedIn
  • Image:
  • Source: LinkedIn Profile
• Waterplan | The AI-native platform for water-dependent industries
  • Image:
  • Source: Waterplan Privacy
• Can a Start-Up Help Companies Monitor and Manage Their Water Use? - The New York Times
  • Image:
  • Source: New York Times Article
• Waterplan: DiCaprio Backs $7m Round for Startup Tackling Water Crisis - Business Insider
  • Image:
  • Source: Business Insider Article

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

{
 "colorScheme": "light",
 "fonts": [
 {
 "family": "Golos Text",
 "role": "body"
 }
],
 "colors": {
 "primary": "#0000EE",
 "secondary": "#2D3748",
 "accent": "#0073EE",
 "background": "#FFFFFF",
 "textPrimary": "#032148",
 "link": "#032148"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Golos Text",
 "heading": "Golos Text"
 },
 "fontStacks": {
 "heading": [
 "sans-serif"
 ],
 "body": [
 "sans-serif"
 ],
 "paragraph": [
 "Golos Text",
 "sans-serif"
 ]
 },
 "fontSizes": {
 "h1": "12px",
 "h2": "14px",
 "body": "16px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "8px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#0073EE",
 "textColor": "#0000EE",
 "borderRadius": "300px",
 "borderRadiusCorners": {
 "topLeft": "300px",
 "topRight": "300px",
 "bottomRight": "300px",
 "bottomLeft": "300px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#FFFFFF",
 "textColor": "#0000EE",
 "borderRadius": "40px",
 "borderRadiusCorners": {
 "topLeft": "40px",
 "topRight": "40px",
 "bottomRight": "40px",
 "bottomLeft": "40px"
 },
 "shadow": "rgba(183, 195, 213, 0.3) 0px 4px 25px 0px"
 }
 },
 "images": {
 "favicon": "https://framerusercontent.com/images/LfKos1O7nbsgwJ5wC3VvHl86I.png",
 "ogImage": "https://framerusercontent.com/assets/UGDclBWBnpjMatJULyHho11GLII.png"
 },
 "__llm_logo_reasoning": {
 "selectedIndex": -1,
 "reasoning": "No suitable logo candidate was found in the header area. The provided candidate does not match typical logo placement or characteristics.",
 "confidence": 0.3,
 "rejected": true,
 "source": "llm"
 },
 "__llm_button_reasoning": {
 "primary": {
 "index": 2,
 "text": "Go to Webinars",
 "reasoning": "Button #4 ('Go to Webinars') has a vibrant blue background (#0073EE), which is a strong indicator of a primary CTA. The color is distinct and stands out, making it likely to be the main call-to-action."
 },
 "secondary": {
 "index": 0,
 "text": "Most ViewedWater TargetsWater Targets: The BasicsLearn how businesses can set effective water target",
 "reasoning": "Button #0 has a white background (#FFFFFF) with blue text, making it a suitable secondary button. It contrasts with the primary button's vibrant color, fitting the role of a secondary CTA."
 },
 "confidence": 0.95
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "businesses concerned with water sustainability and risk management"
 },
 "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": -1,
 "selectedLogoReasoning": "No suitable logo candidate was found in the header area. The provided candidate does not match typical logo placement or characteristics.",
 "confidence": 0.3
 }
 },
 "buttonClassification": {
 "llmCalled": true,
 "llmSucceeded": true
 }
 }
}