Color

Five core HSL tokens from the live production :root, plus three derived blues used across announcement bars and overlays.

Brand palette

#5D97BB

RTZ Blue--rtz-blue

#3D7598

Blue Deep--rtz-blue-deep

#4F9CBF

Blue Bright--rtz-blue-bright

#EBF1F4

Blue Soft--rtz-blue-soft

#E0D5CC

Warm--rtz-warm

#F2EBE4

Warm Soft--rtz-warm-soft

#39444C

Slate--rtz-slate

#232A30

Slate Deep--rtz-slate-deep

#2B2B2B

Ink--ink

#FFFFFF

Background--bg

Typography

Libre Baskerville (display) · DM Sans (body). The signature move: italic inside roman. Set the warmer half of a sentence in italic Baskerville, weight 400, in brand blue.

.displayLibre Baskerville 700
clamp(2.5rem, 5.5vw, 4.5rem)
line 1.05 · track -0.015em

You don't have to carry this grief alone.

.h1Libre Baskerville 700
clamp(2rem, 4vw, 3.25rem)

Join us for Honoring Your Loss.

.h2Libre Baskerville 700
clamp(1.625rem, 2.8vw, 2.5rem)

Gratitude to those who help us spread H·O·P·E.

.h3Libre Baskerville 700
clamp(1.25rem, 1.8vw, 1.5rem)

For the newly bereaved

.ledeDM Sans 400
1.1875rem · line 1.6

A national nonprofit supporting families through loss on their journey to parenthood — miscarriage, stillbirth, infant or toddler death.

.body-copyDM Sans 400
1rem · line 1.7

Together, we share stories, take part in ceremonies to honor our babies, practice gentle movement and somatic healing, and make space — finally, fully — to grieve.

.serif-itLibre Baskerville italic 400
brand slate

Whatever you're feeling right now is valid. We're here to sit with you.

.eyebrowDM Sans 600
0.6875rem · 0.22em tracking · uppercase

National nonprofit · since 2014

.metaDM Sans 400
0.8125rem

Posted by Kiley · March 13, 2026

Buttons

Pill-shaped (border-radius: 999px). Solid blue primary, outlined secondary, slate dark. One CTA per section is the brand convention — stacking CTAs reads as fundraising-desperate.

Primitives

Building blocks used inside every section pattern.

Accent rules

Eyebrows

National nonprofit · since 2014

Retreat · November 4–8, 2026

A note from our founder

Photo tile · 20px chamfer

Form fields

First name

Email

What kind of support are you looking for?

Forbidden moves

Patterns the brand explicitly avoids. Every "no" defends an editorial commitment.

No baby-pink / baby-blue gendered grief palette.
No babies, pregnancy bumps, or empty nurseries in photography.
No corporate stock photography of smiling families.
No fight / battle / war metaphors.
No urgency / countdown CTAs ("Only 3 spots left!").
No religious specificity in core copy.
No CTA clusters at section bottom — one CTA per section.
No bullet stacks of icon + feature.
No purple-to-blue SaaS gradients. No glassmorphism. No neon.
No "in loving memory" cursive script font.
No Inter / Roboto / Geist swap for display headlines.
No display: none on the inclusivity disclosure.