Erik Christensen · brand book & concepts erikchristensen-creative · rev 1 · Aug 2026

The builder is the brand.

Foundations, voice, three homepage directions, and the venture constellation — everything the Erik Christensen brand is, on one page. Concepts are proposals; the shipped site is truth.

01The brand in five lines
  1. Builder, not influencer.
  2. Two decades of ventures, presented as an index — not a résumé.
  3. One page. One signal color. No dark patterns, no stock anything.
  4. Warm on arrival — "Hi, I'm Erik 👋". Human by declaration — "I AM NOT A 🤖".
  5. The ventures fly their own flags; Erik Christensen is the quiet mast.
02Foundations

Cool paper, graphite ink, one ignition signal.

The palette is deliberately quiet so the single accent means something. These are the shipped tokens from erikchristensen.ca — the showcase mirrors production, never the other way around.

Paper--paper · #f5f7fa
Surface--surface · #e9edf0
Surface 2--surf-2 · #dee4e8
Ink--ink · #1e232a
Ink dim--ink-dim · #4e535a
Steel--steel · #95a0aa
Signal--signal · #db5612
Signal deep--signal-deep · #b53900
Signal bright--signal-bright · #e9692a
Display / H1Hedvig Letters Serif · --t-h1
Builder.
Display / H2Hedvig Letters Serif · --t-h2
What I'm building
Display / H3Hedvig Letters Serif · --t-h3
Little Rocket
LeadSchibsted Grotesk · --t-lead
I've spent two decades building digital-commerce ventures.
BodySchibsted Grotesk 400 · --t-body
The workhorse. Line-height 1.62, max measure ~54ch, never justified. It stays out of the serif's way.
LabelSchibsted Grotesk 600 · --t-label
In flight · Say hello

Space runs on two fluid values — --bay between sections, --pad at the page edge — with a max measure of 60rem on the live site. Radius is a restrained 4px; motion uses one ease, cubic-bezier(0.16,1,0.3,1), and rises content in on load.

03Voice

Says less. Means it.

Always

  • Hi, I'm Erik 👋 — the handshake
  • I AM NOT A 🤖 — the oath
  • Two decades — ages forward, never backward
  • Ventures as an index: name, one line, arrow
  • First person, present tense, short sentences

Never

  • "Serial entrepreneur" — the work says it
  • "Passionate about…" — show, don't emote
  • Buzzword bingo — synergy, disrupt, 10x
  • Dead links — in-flight rows stay unlinked
  • A second accent color — one signal only
04Homepage directions

Three ways to say the same true thing.

Same brand, same copy rules, three temperatures. A is the shipped direction, refined. B and C push the identity darker and drier without breaking a single non-negotiable.

A · Cool PaperShipped, refined

The current direction with the volume nudged: bigger serif lede, tighter index rows, signal reserved for exactly one word and the arrows. Familiar, warm, editorial.

erikchristensen.ca
Hi, I'm Erik 👋Toronto, Canada

Two decades building digital-commerce ventures. A few are below.

Little Rocket↗
Execution Space↗
RelayCTX↗
B · IgnitionDark proposal

Graphite room, paper text, the signal actually glowing for once. The index becomes a switchboard of tiles. Feels like the workshop after hours — for when the brand should read more product than portfolio.

erikchristensen.ca
Erik Christensen · builder43.65°N — Toronto

Seven ventures. One operator. Still igniting.

StudioLittle Rocket
OpsExecution Space
AI infraRelayCTX
FirmsFirmClerk
C · The LedgerDry proposal

The index taken literally: a register of ventures with founded dates and status, ruled like a broadsheet. Mono for metadata, serif for names, zero ornament. The most honest page a builder can publish.

erikchristensen.ca
Erik ChristensenREGISTER OF VENTURESEST. 2006
VentureLineStatus
Little RocketThe studioLIVE ↗
RelayCTXContext infra for AI agentsLIVE ↗
BookingItNowScheduling for ShopifyBETA
ConvertingLocal landing pagesSOON
05The constellation

Seven flags, one mast.

Every venture keeps its own brand; the personal brand endorses quietly, by proximity. Solid cards are live and linkable. Dashed cards are in flight — badged, unlinked, waiting to earn their arrow.

Little Rocketlittlerocket.ioThe studio. Ventures, products & partnerships.
Execution Spaceexecutionspace.comFractional operations & commerce consultancy.
RelayCTXrelayctx.comContext infrastructure for AI agents.
FirmClerkfirmclerk.comOperational software for firms.
BookingItNowBetaunlinked until launchScheduling and events for Shopify merchants.
ConvertingComing soonunlinked until launchLocal landing pages for Shopify service merchants.
UnderPinningBetaurl TBDBeta testing.
06Non-negotiables

The rules the redesigns can't break.

  1. Type is the identity.Hedvig Letters Serif + Schibsted Grotesk. A mono may appear only for metadata and tokens.
  2. One signal.Ignition orange is the only accent. A second accent is a redesign, not a tweak.
  3. The wave 👋 and "I AM NOT A 🤖" ship on every version.The handshake and the oath.
  4. In-flight ventures don't link until they're real.A dead link costs more than a quiet row.
  5. Nothing of value lives outside git.The June design was lost once. Recovered from f77480c. Never again.