Making AI practical for business. The single source of truth for the Chris Matthews personal brand: palette, typography, monogram, voice rules, and templates. Dark and light themes.
chrismatthews.co.uk is the master identity. The brand is solo and personal-brand-led; no operating company sits beneath it. Every asset nests beneath the hub: SSAMM Method™, the @christheaiguy handle, books, and speaking.
Making AI practical for business.
The only codified brand line. Appears on the website, email signature, and book covers. Consistent across every touchpoint.
SSAMM Method™ — Simplify, Systemise, Automate, Monitor, Manage. The trademarked operating framework. Introduced as a sequence, not a menu. Use the trademark symbol on first mention per piece.
The operating system of every relationship, partnership, and recommendation.
Own your infrastructure. Rented platforms create dependency. Build what you control.
Compounding beats hype. Small, consistent improvements create extraordinary long-term results.
Understand before you implement. Strategy precedes technology, always.
Dark is the default for everything: strategy, family office, speaker, social. Light is sector-specific: healthcare, wellness, clinical, podiatry, dental, medical. Never mix tokens between themes. Click any swatch to copy the hex.
| Combination | Ratio | Result |
|---|---|---|
Dark: Text on Background (#ede9e0 on #0c0b09) | 14.8:1 | Pass AAA |
Dark: Muted on Background (#9b9588 on #0c0b09) | 6.2:1 | Pass AA |
Dark: Gold on Background (#d4c5a0 on #0c0b09) | 9.5:1 | Pass AAA |
Light: Text on Background (#1a1812 on #faf8f5) | 15.1:1 | Pass AAA |
Light: Muted on Background (#6b6659 on #faf8f5) | 6.5:1 | Pass AA |
Light: Gold on Background (#8a7d5a on #faf8f5) | 4.7:1 | Pass AA |
#ffffff) as text on the dark theme; use the cream #ede9e0.#ffffff is reserved for inset surfaces only. The page itself is cream.Cabinet Grotesk for headings, Satoshi for body, JetBrains Mono for labels and technical detail. Fallbacks: Inter for sans, Courier New for mono. PDF stand-ins: DM Sans Bold (display), Inter (body).
https://api.fontshare.com/v2/css?f[]=cabinet-grotesk@700https://api.fontshare.com/v2/css?f[]=satoshi@400,500,700https://fonts.googleapis.com/css2?family=JetBrains+MonoOpen-C arc, angular M, rounded square container, gold underline. The monogram changes only three colours between themes. Geometry, stroke weights, and underline position are identical.
| Theme | Container fill | Strokes | Gold underline |
|---|---|---|---|
| Dark | #0c0b09 | #ede9e0 cream | #d4c5a0 |
| Light | #faf8f5 cream | #1a1812 ink | #8a7d5a |
Direct. Numbers-first. UK English. Confident without hype. Warm but unsentimental. Reads as if Chris is speaking directly to one person over coffee.
Strip every instance, on sight, no exceptions.
Use two or three per piece, not all six.
40 to 60 words stating the point before the story starts. Anything over 150 words must open this way.
Two short sentences. The second undercuts the first.
‘Full diary. Empty bank account.’Real name, real number, real timeframe. Pattern: At [Client], [we did X] [number] [timeframe] [outcome].
One line admitting the hard truth, dropped into a confident piece.
‘I got this wrong for years.’Three short noun phrases or clauses. Two per piece, maximum.
‘Simple, specific, scored.’Flat, not theatrical. Direct question or one-line call to action. Never ‘hope this helps’.
‘In today’s fast-paced business landscape, leveraging AI tools can empower clinic owners to unlock new efficiencies and drive transformative growth on their journey to success.’
‘Most clinic owners I meet are drowning in admin. AI does not fix the diary by itself. It buys you back the four hours a week you currently spend on rota changes and chasing no-shows. That is the job. Nothing more clever than that.’
Stripped: ‘in today’s’, ‘leveraging’, ‘empower’, ‘unlock’, ‘transformative’, ‘journey’. Added a specific time saving and a flat closer.
‘I am thrilled to announce a game-changing new partnership that will revolutionise how family offices approach AI adoption.’
‘New piece of work this week. Two family offices, one shared problem, the same AI rollout in 90 days. Not glamorous. Useful.’
‘Tell me which bits sing and which bits I have over-pitched. If you are still weighing it up, the workshop is the obvious first step. Speak soon.’
‘Two prices below. Workshop is £2,500 for the day. Sprint is £9,000 across 90 days and includes the workshop. Reply with the one you want and I will send the calendar invite and the contract.’
| Register | Use for | Feel |
|---|---|---|
| Light | LinkedIn comments, X posts, casual replies | Warm, occasionally wry. Under 60 words. |
| Standard | LinkedIn posts, emails, blog intros | Confident, specific, BLUF. 150 to 250 words. |
| Deep | Book chapters, long blog, proposal sections | Authoritative, structured, named cases. 800+ words. |
| Formal | Client proposals, legal notes, formal B2B | Precise, neutral, evidence-led. |
Table-based HTML for email-client compatibility. 80px CM monogram, dark rounded-square icons, three contact lines. No corporate sub-title — the brand is solo and personal-brand-led.
@christheaiguy across X, YouTube, LinkedIn.#d4c5a0 dark / #8a7d5a light).