Akholi
Design Concepts · Internal Review
Four directions · July 2026

Four ways Akholi could look, built rather than described.

Each concept is a complete six-page site running on real content, the real logo set, and one colour system derived from the New York photograph. They are not four skins on one layout. Every structural choice, the type pairing, the ground, the role of imagery, is deliberately different so the comparison is real.

Concepts4
Pages built24
Type systems4
Source images1
Palette originThe photo
Concept 01 · Conservative

The Ledger

Restraint as authority. Serif display against sans body, hairline rules, a white ground, and almost no colour. Amber appears only as a marker, never as type. The most institutional of the four.

Serif / sansWhite groundRef: Goldman Sachs
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Concept 02 · Editorial

The Dispatch

Inverts The Ledger at every level. Sans display against serif body, dark chrome, full-bleed photography, alternating bands. Research reads as journalism rather than as a filing.

Sans / serifPhotographicRef: McKinsey
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Concept 03 · Analytical

The Exhibit

The research argues visually. Sans display, sans body, mono figures, a light grey ground, and real charts with numbered exhibit headers and source lines. Dense by design.

Sans + monoChart-ledRef: BCG
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Concept 04 · Maximal

The Marquee

Amber as a structural material rather than an accent. Ultra-heavy uppercase display, knockout highlights inside headlines, full-bleed colour blocking, and a scrolling marquee band.

Heavy uppercaseAmber blockingRef: EY
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How these were built

One palette, measured from the photograph.

The photo chose the colour

Every dominant colour in the New York image sits between hue 206 and 213, at 14.8% mean saturation. Its median hue is 209, whose exact complement is 29. The logo’s orange sampled at #FDA333, hue 33. Within four degrees. The palette built itself.

One hard constraint

Amber on white measures 2.01:1, a WCAG failure. So amber never carries body text on a light ground anywhere in these concepts. On ink it measures 8.63:1 and passes, which is why Concept 04 can use it structurally.

One photograph, many crops

There is a single source image. It appears as a desaturated band, three distinct editorial thumbnails at 280/190/130% zoom, four hero grounds at different anchors, and a greyscale portrait strip.