Chrysalis
DesignDiverso Brand & Design System
DesignDiverso designs operational digital systems where usability, accessibility, and clarity directly affect business performance.
Our work combines:
- UX/UI Design
- ERP & Workflow Systems
- Marketing Automation
- Accessibility-Conscious Interfaces
- Organic Growth Infrastructure
We prioritize operational clarity over visual noise — building systems designed to remain usable, scalable, and maintainable over time.
DesignDiverso Experience Values
DesignDiverso is here to revolutionize how we conceive trading and business.
Our model hinges on a simple rebates-based concept that allows our partners to completely rely on our solutions.
We monetize data to make sure our partnerships are beneficial to the whole local community where our partners are based. We also commit to investing starting from 10% from our own revenue in the local community creating spontaneous advocacy for our partner’s brand and in turn rebalancing the bond between society, humans and nature.
Tone & Voice
DesignDiverso’s voice is a reflection of who we are. We should always sound like DesignDiverso.
DesignDiverso uses rather minimalistic language that can be understood by everyone, no matter their background.
We want to convey the same consistent message across regions and markets.
Our partners and end-users alike must all feel familiarity, closeness and security.
Familiarity – To us a partner is not just profit, it is part of our family.
Closeness – Our resources are always 100% focused on our partners.
Security – Reliability on results, our priority is meeting our partners goals, they always come first.
Bio-inspired solutions to business challenges designed around our partners. That’s tone.
Our principles influence both communication and systems design.
Whether designing operational dashboards, marketing automation workflows, or public-facing platforms, DesignDiverso prioritizes:
- clarity over trend-chasing
- usability over visual complexity
- accessibility over exclusion
- long-term maintainability over short-term aesthetics
DesignDiverso’s voice
Our voice is a reflection of who we are. So who are we?
Simply put, we’re a company, built by real people who understand this business and care deeply about helping others achieve their goals.
That should be clear every time someone uses our products or services.
Most often, we show this through customized services and tools that help people get their jobs done efficiently succeeding no matter their goal.
However, there are times when our personalities and perspectives should be more apparent. In those times, we should adapt our tone to respond to people in an appropriate and meaningful way.
You’ll find more specific guidelines on how to adapt your tone to different situations in this guide.
Accessibility
Making an SMB interface better for everyone means caring deeply about
creating a quality product and having the business interests at heart.
A top quality product should have an awesome user experience (UX), including:
- A beautiful and effecient design
- Consistent and valuable copy
- Universal design and inclusivity guidelines
Accessibility by default
Accessibility is considered part of usability — not an optional layer.
DesignDiverso interfaces are designed to reduce cognitive overload through:
- readable typography
- WCAG-aware contrast choices
- consistent interaction patterns
- large touch/click targets
- clear information hierarchy
- operational clarity across devices
This is especially critical in operational environments where interface confusion directly affects efficiency, safety, or user trust.
Usable for everyone
It’s important that DesignDiverso’s products—and Partner products—are usable and valuable to everyone.
Everyone is a pretty big group. It includes suppliers, our end customers, their customers, our web design partners, our associates, and the greater tech community at large. That also includes all members of the community who have disabilities.
People might be affected by varying degrees of disabilities such as auditory, cognitive, physical, speech, and visual impairments. Therefore, it’s important to take into account how to design and develop a product to support a wide range of needs and experiences.
In the United States, 61 million adults have at least 1 disability [Source: CDC]. Elsewhere the estimate is one in seven (roughly 15%) of the world population has one or more disabilities.
TerminologyÂ
The feelings of familiarity, closeness and security must always be present throughout our journey.
We also wish to emphasize our love for nature, the bio-inspired element that drives our commitment to making a change.
 Writing Guidelines
- Use short sentences and paragraphs.
- Use simple, everyday words rather than complex terminology. Unless otherwise required.
- Write in a style that is appropriate for your target audience.
- Write in a direct, conversational style (but avoid idioms, colloquialisms, and jargon).
- Be specific rather than general.
- Bear in mind Search Engines as well when you write.
Simple elements like type, scale, and color are the foundation the entire system is built upon.
What DesignDiverso is not
DesignDiverso does not prioritize:
- trend-driven visuals without usability
- growth hacking tactics
- vanity metrics
- unnecessary interface complexity
- automation disconnected from real operations
What we prioritize
- operational efficiency
- measurable usability improvements
- scalable systems
- accessibility-conscious UX
- maintainable design systems
- long-term business value
Design
These are the principles that shape how we design all the experiences across DesignDiverso products.
Fresh visual style
A clean, minimal style makes things feel approachable and efficient.
Faster performance
Elegant code and lightweight assets speed up loading time for pages.
Future-friendliness
Built for flexibility, design tokens and new infrastructure let us iterate easily across experiences.
Purposeful brand presence
Knowing when the DesignDiverso brand should come forward, and when should be more just in the passenger seat.
Familiarity across experiences
Defined elements and guidelines help us design a wide variety of experiences that still always feel like DesignDiverso.
Logo
The clear space changes proportionately in relation to the logo height.
Every version of DesignDiverso logo may be scaled proportionately.
However, to maintain legibility minimum height restrictions apply.
Clear space: 1/3 of the logo height
Minimum height: 5mm/15px
Dont’s
Typography
SF Pro was selected for its neutrality, legibility, and cross-platform consistency across dashboards, operational interfaces, documentation systems, and responsive environments.
The typography system prioritizes readability and clarity under real-world usage conditions rather than decorative styling.
Primary colors
Secondary colors
Monarch orange
#FF7200
Black
#000000
Violet purple
#822B82
Crocus purple
#EB14EF
Neutral colors
Bare metal
#F5F5F7
Startup grey
#f9f8f7
The DesignDiverso palette balances clarity and memorability:
- Orange reflects energy, action, and transformation
- Purple introduces depth, systems thinking, and digital maturity
- Neutral tones maintain readability and operational focus
Color usage should support hierarchy and usability rather than visual overload.
Components
The DesignDiverso design system includes lightweight reusable interface components designed for operational dashboards, automation platforms, analytics systems, and workflow-driven environments.
Components prioritize:
- clarity
- accessibility
- responsiveness
- maintainability
- low visual friction