# Thatch Brand Identity

A complete profile of **Thatch**'s visual system — colors, typography, components, and personality — extracted from https://thatch.com/. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/thatch
- Machine-readable JSON: https://characterquilt.com/branding/thatch.json
- Per-page llms.txt: https://characterquilt.com/branding/thatch/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #374151 |
| Accent | #9C3BFF |
| Body Font | Inter |
| Heading Font | Soehne |

## Color Palette

- primary: #374151
- secondary: #0070F3
- accent: #9C3BFF
- background: #FFFFFF
- textPrimary: #111827
- link: #111827

## Typography

- primary: Inter — https://fonts.google.com/specimen/Inter
- heading: Soehne — https://fonts.google.com/specimen/Soehne

## Visual Assets

- Social card (og:image): https://thatch.com/opengraph/thatch-main.png

## UI Components

- buttonPrimary: background=#9C3BFF, textColor=#0070F3, borderRadius=16px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 10px 15px -3px, rgba(0, 0, 0, 0.1) 0px 4px 6px -4px
- buttonSecondary: background=#FFFFFF, textColor=#111827, borderColor=#D1D5DB, borderRadius=8px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 1px 3px 0px, rgba(0, 0, 0, 0.1) 0px 1px 2px -1px

## Brand Personality

Tone: modern · Energy: medium · Audience: business professionals seeking health benefits solutions

## Thatch Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

- **401(k) vs Pension Plans: Which Retirement Benefit Should Employers Offer? |  Thatch Blog**
  - Image: https://images.ctfassets.net/hrb2annurbu2/7MN9ECjBzJ1kyPqKXG4v8O/4e4cfc87edd00abd870efa46d17c4da8/Reagan_Oval_Office_Tax_Reduction-min__1_.jpg
  - Source: https://thatch.com/blog/promises-to-portolios
- **Blog | Thatch**
  - Image: https://thatch.com/opengraph/blog.png
  - Source: https://thatch.com/blog/search?category=Healthcare
- **Complete Employee Benefits Guide: 40 Types Every Company Should Offer |  Thatch Blog**
  - Image: https://images.ctfassets.net/hrb2annurbu2/3Zq1zC9ABSnbunQupmx8SO/7216719972ab55baf50202ff1164ef98/2025Thatch-DenaOlyaie-min.jpg
  - Source: https://thatch.com/blog/types-of-employee-benefits
- **Blog | Thatch**
  - Image: https://thatch.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Fhrb2annurbu2%2F4F1964zHrFq4msogDJpgCf%2Fc92064a3a4cd4933ad3a9fd101a49efd%2Fsocial_image.png&w=2048&q=75
  - Source: https://thatch.com/blog
- **2026 Health Benefits Outlook | Thatch**
  - Image: https://thatch.com/resources/2026-health-benefits-outlook.png
  - Source: https://thatch.com/resources/2026-health-benefits-outlook
- **What Are Pre-Tax Health Insurance Deductions? | Thatch Blog**
  - Image: https://images.ctfassets.net/hrb2annurbu2/4lzWub4l004FcLLbDiC5Z4/640abab31e275e7c4a6acbe68b18b240/Blog_Thumbnail_-_What_are_pre-tax_deductions_and_contributions_-min.png
  - Source: https://thatch.com/blog/what-are-pre-tax-deductions-and-contributions

## Working with these fonts

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts:

CharacterQuilt.com suggests this flow that can help:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each `src: url(...)` to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for `response` events whose `Content-Type` starts with `font/`, and write the body to disk. The CSS extraction step is the same.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

## Machine-Readable Profile

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Inter",
      "role": "body"
    },
    {
      "family": "Soehne",
      "role": "heading"
    },
    {
      "family": "Montserrat",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#374151",
    "secondary": "#0070F3",
    "accent": "#9C3BFF",
    "background": "#FFFFFF",
    "textPrimary": "#111827",
    "link": "#111827"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Soehne"
    },
    "fontStacks": {
      "heading": [
        "Soehne",
        "sans-serif"
      ],
      "body": [
        "ui-sans-serif",
        "system-ui"
      ],
      "paragraph": [
        "Inter",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "40px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "8px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#9C3BFF",
      "textColor": "#0070F3",
      "borderRadius": "16px",
      "borderRadiusCorners": {
        "topLeft": "16px",
        "topRight": "16px",
        "bottomRight": "16px",
        "bottomLeft": "16px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 10px 15px -3px, rgba(0, 0, 0, 0.1) 0px 4px 6px -4px"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#111827",
      "borderColor": "#D1D5DB",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 1px 3px 0px, rgba(0, 0, 0, 0.1) 0px 1px 2px -1px"
    }
  },
  "images": {
    "favicon": null,
    "ogImage": "https://thatch.com/opengraph/thatch-main.png"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": -1,
    "reasoning": "No visible, medium/large logo in the header matched the brand 'Thatch'. All candidates were tiny or invisible.",
    "confidence": 0.3,
    "rejected": true,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 5,
      "text": "Venteur customers are transitioning to Thatch. Learn more",
      "reasoning": "Button #5 uses a vibrant brand color (#9C3BFF) and has action-oriented text, making it the most prominent CTA."
    },
    "secondary": {
      "index": 1,
      "text": "Book a demo",
      "reasoning": "Button #1 has a different background color (#FFFFFF) and serves as a secondary action with text 'Book a demo'."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "business professionals seeking health benefits solutions"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": -1,
        "selectedLogoReasoning": "No visible, medium/large logo in the header matched the brand 'Thatch'. All candidates were tiny or invisible.",
        "confidence": 0.3
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```