KMaC labs
KMaC labs

Case study, KMaC

KMaC labs

The KMaC labs brand system and site, held to the same standard as everything else on this page.

Role
Brand designer and web developer, self-directed
Year
2026
Scope
Brand identity, Website design, Website development
KMaC labs homepage hero

Where we started.

KMaC labs needed a site of its own, not just a list of services. It had to prove the same claims I make to every client: no templates, a disciplined design system, and a CMS I can run myself without an agency in the loop. There was no outside client to brief this one. The standard had to come from the same bar I hold everyone else to.

How we got there.

The system stays deliberately restrained: flat surfaces in light and dark, no shadows, hairline borders doing the separating instead of cards or a gutter. Sections run flush edge-to-edge, because rhythm and spacing read more confident than boxes stacked on boxes.

Type carries three distinct jobs. Oxanium is locked to the logo wordmark and nowhere else. Michroma, a single 400 weight, handles every headline, label, eyebrow, and button, so hierarchy comes from size and letter-spacing instead of synthetic bold. Source Sans 3 runs the body copy, forms, and metadata, since that's what people are actually reading.

Blue leads every call to action and label. Moss is reserved for interaction: selected states, markers, and hover fills, with a deeper Moss for small text so it still clears AA contrast. Both colors carry straight through from the original KMaC mark, unchanged.

Identity system.

KMaC labs logo

Logo

Primary mark used across the brand system. Designed for legibility at small sizes and reproduction across screen, print, and embroidery.

Palette

  • #3F67A6Blue
  • #779255Moss
  • #2C2926Ink
  • #4F4A46Brown
  • #FFFFFFWhite

Typography

  • WordmarkOxaniumLogo lockup only
  • Headlines & UIMichromaHeadings, labels, and buttons, in its single 400 weight
  • BodySource Sans 3Body copy, forms, metadata

Applications

KMaC labs horizontal logo lockup: hexagon mark and wordmark
Horizontal lockup
Mickey Clinard's KMaC labs email signature
Email signature
KMaC labs brand quick reference: logo usage, color system, and typography
Brand quick reference (excerpt)

Built and shipped.

KMaC labs homepage hero
Stack
Next.js + Sanity + Resend
Hosting
Hostinger VPS
Live
kmaclabs.cloud

Rebuilt every few months.

Each version stays here with a few of its screens, so you can see what changed.

Choose a version of the site

Rebuilt around a honeycomb of hexagons that comes together as you read. Navigation moved to a top bar with dropdowns, the homepage path became a chooser that shows each offer and its price, and every service page got its own version of the honeycomb.

KMaC labs homepage, version 2: the assembled honeycomb with its blue and Moss cells raised
The homepage story. The honeycomb assembles as you scroll, and the blue and Moss pair rises as the last line lands.
KMaC labs homepage hero, version 2, with the top navigation and scattered hexagons
Homepage. A top bar with dropdowns replaced the side rail.
KMaC labs homepage chooser, version 2, showing AI Home Base and its price
Choosing a path. Pick where you're starting from and see the offer and what it costs.
AI Clarity Session page, version 2, with the honeycomb docked beside a heading
Service pages. The honeycomb follows the page and plays its own finale beside a heading.

The first launch. Navigation lived in a side rail, and the homepage walked visitors through four paths, from curious about AI to ready to implement it.

KMaC labs homepage, version 1, with the side rail navigation and a centered headline
Homepage. A side rail carried the navigation, with the headline centered beside it.
KMaC labs homepage path section, version 1, with four tabs
The path. Four tabs: Curious about AI, Learn, Hands-on Guidance, and Implement.
AI Clarity Session page, version 1, with the side rail open to the AI services
Service pages. The rail opened into each service line.

A note.

This page is the proof: the site you're reading it on is the case study. Same rules, same restraint, no exceptions made for the one client I can't say no to.
Mickey Clinard, founder of KMaC labs

Start with a conversation.

Tell me how your business runs today. I'll tell you honestly where I'd start, and if AI won't help, I'll say so.