More Than Enough Consulting

Designing a brand system that translates EDI principles into a scalable, human-centered visual language.

Date

2024

Role

Visual Brand Identity, Design System, UX Design

Overview

More Than Enough Consulting is a purpose-driven agency focused on helping organizations align their mission, vision, and operations with Equity, Diversity, and Inclusion (EDI) principles. The brand works closely with businesses, nonprofits, educational institutions, and government organizations to create inclusive environments and meaningful community impact.

At its core, the brand embraces an abundance mindset—the belief that there is always “more than enough” opportunity, value, and space for diverse voices to thrive.

The organization offers services including:

  • EDI audits and assessments
  • Strategic planning and consulting
  • Community engagement facilitation
  • Program and service design
  • Speaking engagements and capacity-building initiatives
More Than Enough Consulting — Design System
Design System · Brand Identity

More Than Enough Consulting

A cohesive color, typography, and component system built to bring consistency and warmth to MTE's digital presence — designed to support their mission of aligning organizations with equity, diversity, and inclusion principles.

ROLEVisual & UX/UI Design
DELIVERABLEDesign System
DATEJune 2024
01 Color Palette

Primary & secondary colors

Black and white form the primary palette — carrying structure, contrast, and legibility. Mint, pink, and yellow are the secondary palette, used to bring approachability and warmth without competing with the message.

White
CMYK 0/0/0/0
RGB 255,255,255
HEX #FFFFFF
PANTONE —
GREYSCALE —
Ink Black
CMYK 100,61,32,96
RGB 16,24,32
HEX #101820
PANTONE Black 6C
GREYSCALE 9%
Mint
CMYK 27,0,15,0
RGB 167,230,215
HEX #A7E6D7
PANTONE 331C
GREYSCALE 78%
Pink
CMYK 0,52,15,0
RGB 229,144,150
HEX #E59096
PANTONE 708CP
GREYSCALE 73%
Yellow
CMYK 0,22,83,0
RGB 255,191,63
HEX #FFBF3F
PANTONE 136C
GREYSCALE 62%
02 Color Combinations

How the colors pair

Every secondary color runs on white or ink for the surface, and ink for type — never two secondary colors adjacent to each other. This keeps the system calm even with three accent hues in play.

Surface / Paper

Ink text on white — default reading surface

BG #FFFFFF · TEXT #101820
Surface / Ink

White text on black — nav, footer, statement sections

BG #101820 · TEXT #FFFFFF
Accent / Mint

Ink text on mint — mission & values callouts

BG #A7E6D7 · TEXT #101820
Accent / Pink

Ink text on pink — quotes & human-centered stories

BG #E59096 · TEXT #101820
Accent / Yellow

Ink text on yellow — primary conversions & CTAs

BG #FFBF3F · TEXT #101820
Rule

Never pair two secondary colors directly — always separate with white or ink

Contrast guardrail
03 Buttons

Button hierarchy

Three weights of emphasis — a yellow primary for the one action per view that matters most, an ink secondary for standard actions, and an outlined tertiary for low-emphasis or repeated actions.

On light backgrounds
On dark backgrounds
04 CTA Patterns

Applied CTA moments

Every page carries one yellow CTA maximum — reserved for the highest-intent action. Supporting actions sit beside it in a quieter style so the hierarchy always reads at a glance.

Nav CTA

Get in touch to start the conversation

Section CTA

Ready to align your organization's mission and values?

05 Typography

Fonts, weights & typesetting

Nunito carries titles and lead copy with warmth and confidence. Open Sans handles paragraphs, links, and buttons for clean, dependable legibility across the site.

WeightsTypesample
Nunito
Bold Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv
Ww Xx Yy Zz
0123456789
Regular Aa Bb Cc Dd Ee Ff Gg
Hh Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv
Ww Xx Yy Zz
0123456789
Open Sans
Bold Aa Bb Cc Dd Ee Ff Gg Hh
Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr Ss
Tt Uu Vv
Ww Xx Yy Zz
0123456789
Regular Aa Bb Cc Dd Ee Ff Gg Hh
Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr Ss
Tt Uu Vv
Ww Xx Yy Zz
0123456789
TypesettingExample
Title
H1 Nunito 64
Bold
More Than Enough
Lead
Nunito 24
Regular
Omnis de sae num cum rem quundi tem. Consed quia dolupta volendit eum il iduci recto dolest fuga.
Paragraph
Open Sans 16
Regular
Omnis de sae num cum rem quundi tem. Consed quia dolupta volendit eum il iduci recto dolest fuga. Opta incurit quis eosa sinct arum et.
Link
Open Sans 16
Regular
Option
Button
Open Sans 24
Bold
06 Applied Preview

System in context

The full system assembled on a homepage moment — palette, buttons, and type working together.

Welcome to More Than Enough Consulting

We empower organizations to align their mission, vision, and values with equity, diversity, and inclusion principles.

MTE DESIGN SYSTEM — PREPARED BY AVA AHMADI ·

More Than Enough Consulting — UX Process & Wireframes
UX Process · Design Thinking

Object-Oriented UX, User Stories & Wireframes

Before drawing a single screen for More Than Enough Consulting, the content itself was mapped: what are the real "things" this site is about, what does a visitor need from each, and how do they connect. The wireframes on this page are the output of that thinking — not the starting point.

01Object Model 02User Stories 03Conceptual Model 04Wireframes
01 Object-Oriented UX Model

What is this site actually about?

Before layout, I identified the core content objects — the real nouns a visitor cares about — and structured each one across three levels: essential content that must exist for the object to make sense, intermediate content that adds context, and detail-level calls to action that move a visitor forward.

Service

The core offering a visitor is evaluating

Approach / Framework

The credibility layer behind the services

Founder / Team Member

The trust layer — who's behind the work

Discovery Call / Contact

The conversion object — where interest becomes action

Mission & Values

The alignment layer — is this organization a fit?
02 User Stories

Who is this for, and what do they need

Each story is written from a real visitor's perspective, tied directly back to an object above — this is what keeps the wireframes accountable to actual behavior rather than assumption.

Evaluating Director

As a nonprofit director exploring EDI consulting, I want to immediately understand MTE's philosophy and credibility on the homepage, so I can judge fit before investing time in a call.

→ Drives: Hero statement + Mission/Values visibility above the fold
Comparing Buyer

As a DEI manager comparing consultants, I want to see specific services with clear outcomes, so I can match my organization's needs to what MTE actually offers.

→ Drives: Services page structured by name + outcome, not just labels
Ready-to-Act Visitor

As a prospective client who's already decided, I want a low-friction way to book a discovery call from anywhere on the site, so I don't have to wait on an email reply.

→ Drives: Persistent "Get in Touch" in nav on every page
Trust-Seeking Visitor

As a visitor unfamiliar with the founder, I want to see who's behind MTE and their lived expertise, so I can trust the recommendation before committing.

→ Drives: Dedicated founder bio page, written in first person
Returning Visitor

As a returning visitor doing a second read-through, I want every page to end with the same next step, so I always know what to do regardless of where I land.

→ Drives: Repeated "Ready to transform your organization?" CTA band on every page
Mobile Visitor

As someone browsing on my phone between meetings, I want the contact info and discovery call link visible without hunting, so I can act in a spare two minutes.

→ Drives: Footer contact block repeated on every page, not buried in nav only
03 Conceptual Model

How the objects relate

Everything on the site ultimately routes toward one relationship: a visitor's trust in the Founder and Approach converting into a booked Discovery Call. Services are the entry point; Contact is the destination.

Visitor Organization Mission & Values Service Approach /Framework Founder Discovery Call enters looking for fit converts here
Structural / brand Offering Trust Credibility Conversion

MTE UX PROCESS — PREPARED BY AVA AHMADI

Before

After

Purpose

To design a distinctive and meaningful brand identity that visually represents the values of equity, inclusion, and diversity, while creating an emotional connection with organizations seeking transformation and impact.

Objective

To establish a cohesive and flexible brand system that:

  • Communicates credibility and thought leadership in EDI
  • Differentiates the brand within consulting and social impact sectors
  • Supports consistent application across digital and print touchpoints
  • Scales effectively across presentations, marketing materials, and web platforms

Approach

The visual identity was built around a concept of connection and intersection.

The logo draws inspiration from speech bubbles, symbolizing dialogue, community, and shared voices. Instead of traditional elements, three organic circles represent the initials MTE (More Than Enough)—each in a distinct color. Their overlap creates new colors, visually expressing the intersection of diverse perspectives and the impact of inclusive collaboration.

To support scalability and consistency, the system includes:

  • Multiple logo variations (horizontal, centered, submark, favicon) for flexible usage
  • A vibrant yet balanced color palette combining soft, human-centered tones with strong contrast for accessibility
  • A clean, modern typography system (Nunito & Open Sans) to balance warmth and professionalism
  • Clear usage guidelines ensuring visual consistency across all applications

The result is a brand that feels approachable, intentional, and impactful—positioning More Than Enough as both a strategic partner and a catalyst for meaningful change.