Brand Guide · v0.1

Slackwater

Where retirement planning meets clarity.

Product Retirement planning for Canadians
Palette Poseidon — Adobe Color
Theme Deep ocean calm
01

Colour palette

Seafoam
#DAFDBA
Poseidon-1
Seafoam
Kelp
#9AEBA3
Poseidon-2
Kelp
Tidal
#45C4B0
Poseidon-3
Tidal — Brand primary
Trench
#13678A
Poseidon-4
Trench
Abyss
#012030
Poseidon-5
Abyss — Background
Primary actions & highlights Tidal (#45C4B0) CTAs, interactive states, focus rings, active indicators, key data points.
Secondary text & accents Seafoam + Kelp (#DAFDBA / #9AEBA3) Headings on dark backgrounds, positive data states, secondary labels.
Depth & surfaces Trench (#13678A) Card borders, dividers, hover states on surfaces, secondary interactive elements.
Application background Abyss (#012030) Page and panel backgrounds. The foundation everything floats above.
02

Typography

Display Cormorant Garamond
Weight 300 / Italic
For headings & hero text
The calm after the plan.
Retirement, made legible.
Body DM Sans
Weight 300–500
For paragraphs & UI labels
Slackwater helps Canadians understand their retirement horizon with clarity and confidence. Our projections are built on real tax rules, real contribution limits, and real life — so you can stop guessing and start coasting.
Mono DM Mono
Weight 300–500
For data, labels & code
RRSP · TFSA · FHSA · RESP
$1,200,000 projected at age 65
withdrawal_rate: 3.8%
tax_province: AB · marginal_rate: 38.5%
Scale DM Sans body scale
8pt base grid
96px Display hero
48px Section heading
24px Subheading
16px Body text — primary
13px Body small — secondary
11px Label / eyebrow
04

UI components

Buttons
Badges & status
On track Funded RRSP TFSA Review Shortfall Projected
Form inputs
Before tax, in CAD
Must be between 55 and 90
Alerts & notifications
✓
TFSA room available $6,500 contribution room remaining this year.
i
Projection updated Based on 2025 CRA contribution limits.
!
RRSP deadline approaching March 3rd is the last day to contribute for 2024.
×
Projected shortfall At current savings rate, you'll fall short by $180k.
Data cards
RRSP balance RRSP
$284k
+$14,200 this year
TFSA balance TFSA
$91k
$6,500 room remaining
Retirement age On track
63
2 years ahead of target
Projected at 65 Projected
$1.2M
4% withdrawal = $48k/yr
05

Voice & tone

We are
Clear without being condescending. We respect that Canadians are smart adults who want to understand, not just be told.
Calm and grounded. Like the name — slackwater is the still moment. We don't create anxiety; we reduce it.
Specific. "$1,200/month" is better than "a comfortable amount." Real numbers build real trust.
Quietly confident. We don't shout. The depth of the ocean doesn't need to announce itself.
We avoid
Jargon without explanation. RRSP, TFSA, FHSA — explain them the first time, every time for new users.
Fear-based messaging. "You're behind" lands differently than "here's how to catch up."
Excessive positivity. Not every financial situation is great. Acknowledge hard truths directly.
Overpromising. We project. We estimate. We don't guarantee. Language must reflect that.