Brand reference
Simple Things brand definition
A stable reference for anything created by Justin Avery as Simple Things Limited: slides, documents, pitch decks, blog posts, diagrams, graphs, case studies, prompts, and generated visuals.
Core idea
From tangled complexity to useful clarity.
Simple Things is the independent technology practice of Justin Avery. It helps teams turn messy, brittle, expensive or unclear technical systems into calmer platforms, clearer decisions, faster delivery paths, and practical working habits.
Technical architecture for calmer, faster delivery.
Voice
Senior, calm, specific.
Calm, senior, practical, precise, warm, and field-tested.
Specific about technical work: architecture, CI/CD, DevOps, performance, CMS, automation, AI adoption, and handover.
Useful before it is decorative. Simple means clear and well-shaped, not basic.
Visual system
Field notebook, not agency gloss.
#171412 Primary text, rules, field structure.
#fbfbfa Default page background and document base.
#e6332a Key path, emphasis, decisions, active states.
#8f1d19 Secondary red for restrained depth.
#5f5a55 Supporting copy, captions, quiet metadata.
#d8d4ce Rules, separators, grids, table lines.
Use thin rules, clean grids, strong hierarchy, generous prose spacing, real technical context, and red as a signal colour. Avoid gradients, decorative blobs, glossy stock imagery, heavy shadows, and over-rounded UI.
Assets
Use the lockups and avatars directly.
Outputs
How the brand shows up.
Slides and pitch decks
One idea per slide, strong point-making titles, simple diagrams or evidence, and red used only for the key decision or risk.
Documents
Clear headings, visible assumptions, trade-offs, open questions, and next actions. Easy to skim, easy to hand over.
Blog images
Real screenshots, diagrams, annotated flows, infrastructure maps, or generated visuals that directly express the technical idea.
Graphs
Simple chart types, labelled axes, restrained colour, and direct annotations that explain the insight without decoration.
Case studies
Situation, problem, work, outcome, and handover. Use numbers where available and observable outcomes where numbers are not.
AI prompts
Give the model the raw Markdown reference, ask for calm technical clarity, and reject hype, stock visuals, and magical AI language.
Prompt
Drop this into an AI tool.
Use the Simple Things brand definition as the source of truth.
Simple Things is the independent technology practice of Justin Avery. The brand is calm, senior, practical, precise, warm, and field-tested. It helps teams move from messy technical systems to clearer architecture, calmer delivery, better handover, and practical AI adoption where it genuinely helps.
Visuals should use warm off-white #fbfbfa, ink #171412, brand red #e6332a, muted greys, thin rules, clear hierarchy, Inter or a clean system sans-serif, and structured field-notebook layouts. Avoid glossy agency styling, gradients, decorative blobs, generic stock imagery, over-rounded cards, hype language, and magical AI tropes.
Writing should be direct, concrete, and useful. Explain context, friction, approach, result, and handover. Prefer specific technical examples over broad claims.For the full context, give the model the raw Markdown file.