ColdXray

Brand identity and content systemWebsite and presentations

Client

ColdXray

System

Content OS

What we did

Identity
Content system
Production
Deck
Website
Automation

Layers

Bots
Bones
Skin

TL;DR

We built ColdXray a visual content system: a repeatable X-ray language with its own grammar, palette and type, plus the rule that every story is reduced to one metaphor and one image.

On top of it we produced the news cards, social posts and motion, packaged a 16-slide investor presentation and art-directed the website — all from the same system instead of a new design decision per channel.

CONTEXT

A new generation of electron sources

ColdXray develops graphene-based cold cathodes for X-ray systems and space propulsion.

The technology replaces traditional heated electron sources with compact, energy-efficient and durable graphene emitters. One core technology can support multiple industries.

Aerospace
Medical imaging
Security screening
Industrial inspection

01 / THE TASK

Make invisible technology understandable

ColdXray’s graphene emitters work inside complex systems and cannot be explained through conventional product photography. The task was to turn deep-tech progress into communication that investors, partners and future customers could understand quickly.

explain the technology without complex diagrams
support regular company news
show different applications through one visual language
work across presentations, social media and the website
remain recognizable without relying on a logo

02 / OUR SOLUTION

An X-ray visual content system

We built a repeatable visual language around the central idea of seeing technology from the inside. Real engineering objects, visible internal structures and a controlled cyan emission become the recognisable core of every image.

The system connects company news, research updates, presentations, social media and the website. Each story is reduced to one clear metaphor and produced inside the same visual grammar — scalable without becoming generic.

03 / IDENTITY

X-ray as a brand language

The system uses a consistent visual grammar.

Background: Deep glossy black
Main image: Luminous X-ray whites and pale cyans
Contrast: High contrast with crisp edges
Accent: One neon highlight per image
Composition: Centered, minimal, with large negative space
Detail: Visible internal structures and engineering components
Restrictions: No text, no logos, no charts, no interface elements

03 / IDENTITY

Colors

Each column’s width shows how much the color is used. Dark-first canvas, a single emission cyan, amber for legacy heat and green for validated — both used sparingly.

Black#000000Canvas · news-card plate
Ink 900#05070APage background
Ink 800#0B0E13Card surface
Ink 700#12161CElevated · input
White#FFFFFFHeadlines
Ink 100#C8CED6Secondary text
Ink 200#9AA2AFTertiary text
Ink 300#6B7380Muted text · icon
Cyan 500#00B1EFAccent · emission
Amber 500#E68A25Legacy · heat
Green 500#2AC66AValidated status
Red 500#E84545Critical only

Black#000000Canvas · news-card plate

Ink 900#05070APage background

Ink 800#0B0E13Card surface

Ink 700#12161CElevated · input

White#FFFFFFHeadlines

Ink 100#C8CED6Secondary text

Ink 200#9AA2AFTertiary text

Ink 300#6B7380Muted text · icon

Cyan 500#00B1EFAccent · emission

Amber 500#E68A25Legacy · heat

Green 500#2AC66AValidated status

Red 500#E84545Critical only

Black#000000Canvas · news-card plate

Ink 900#05070APage background

Ink 800#0B0E13Card surface

Ink 700#12161CElevated · input

White#FFFFFFHeadlines

Ink 100#C8CED6Secondary text

Ink 200#9AA2AFTertiary text

Ink 300#6B7380Muted text · icon

Cyan 500#00B1EFAccent · emission

Amber 500#E68A25Legacy · heat

Green 500#2AC66AValidated status

Red 500#E84545Critical only

03 / IDENTITY

Type

Display and body in IBM Plex Sans; specs and lab logs in IBM Plex Mono.

DisplaySeeing the future from the insidePlex Sans · 600 · 64 · -0.02em
HeadingA different architecturePlex Sans · 600 · 36
SubheadWe develop, we validate, we measurePlex Sans · 500 · 22
BodyLegacy systems were designed around heat. We design around emission control.Plex Sans · 400 · 16 · 1.5
MonoEMISSION 101 · VALIDATION LOG · ARCHITECTURE SHIFTPlex Mono · 500 · 0.16em

03 / IDENTITY

Layout

The same grammar that fixes color and type also fixes the frame: what sits in it, how much air surrounds it and what is never allowed in.

## 01

Composition

Placement: Object centered in the frame, one subject per image.
Negative space: Large — the object never fills the frame; air is what makes it read as a scan.
Per format: The object stays centered; only the surrounding negative space is re-cut for each ratio.
Depth: Flat, straight-on view. No perspective tricks or staged product angles.

## 02

Frame

Background: Deep glossy black across every format.
Contrast: High contrast, crisp edges, luminous whites and pale cyans.
Accent: Exactly one neon highlight per image.
Detail: Internal structures and engineering components stay visible.

## 03

Restrictions

Never in frame: No text, no logos, no charts, no interface elements.
Recognition: Carried by repetition of the grammar, not by logo placement.
Motion: Slow, precise, technical. No glitch, no aggressive effects.

04 / CONTENT SYSTEM

One story. One metaphor. One image.

Each news story is translated into a single visual idea. A technical announcement is not illustrated literally — the image uses a smart visual metaphor that makes the subject clear before the viewer reads the text.

Technology growtha plant with X-ray tubes instead of leaves
Entering an acceleratora cathode inside a protective orbital cradle
Multiple marketsthree X-ray beams emerging from one source
Longer satellite lifetimean intact cathode completing multiple orbital loops
Replacing a heated filamenta comparison between an old bulb and a graphene emitter

04 / CONTENT SYSTEM

Built for continuous communication

The system was created not as a single campaign, but as a repeatable framework for company communication.

01Company news
02Research announcements
03Technology updates
04Accelerator programs
05Partnerships
06Market insights
07Product development
08Investor presentations
09Social media covers
10Website editorial content

05 / PRODUCTION

Content engine

Finished rubric-driven news cards — the rubric badge, headline and coldXray mark are part of the layout, so every story ships on-system.

A Different Architecture, Not a Smaller Tube

Early-Stage Tech Earns Its Launch Moment

05 / PRODUCTION

From static image to moving system

The same visual language extends into motion: electron beams gradually activate, internal structures appear layer by layer, objects are revealed through an X-ray scan, neon accents move through the cathode, particles travel through a propulsion chamber, one source transforms into several applications.

Motion stays slow, precise and technical — no aggressive effects, glitch aesthetics or excessive interface graphics.

06 / DECK

Investor presentation

16 slides — physics, architecture and market packaged in the ColdXray system.

07 / WEBSITE

Website

The same visual system shipped as the public product site — graphene-based electron and X-ray sources for aerospace propulsion and medical imaging.

Visit coldxray.com

08 / AUTOMATION

The content runs itself

Once the grammar was fixed we automated the production: news and social content and presentation visuals are generated inside the system instead of art-directed one by one.

01
Story in
A company update — research, accelerator, prototype, market — enters as a short brief with its rubric.
02
One metaphor
The brief is reduced to a single visual idea before anything is rendered. One story, one metaphor, one image.
03
Generated in grammar
The image is produced against the fixed grammar — black canvas, X-ray transparency, one cyan accent, centered object.
04
Cut to formats
The approved visual is re-cut to every channel format and dropped into the rubric card, the post and the deck slide.

The same visual object ships across the whole format matrix — only the negative space is re-cut.

Feed postRubric card · 1080×1080
CarouselEditorial · up to 10 slides
Reels · StoriesVertical video · scan reveal
Deck · coversSection dividers · site hero

Cold technology. Clear vision.

A visual system built around what happens inside.

TECHNOLOGY

Made on Content OS

ColdXray runs on Content OS, our system for turning one visual language into every format a deep-tech company needs.

The same pipeline supports the news illustrations, rubric cards, deck visuals and website presentation from a shared visual system instead of rebuilding the brand logic for every channel.

Make invisible technology understandable

An X-ray visual content system

Story in

One metaphor

Generated in grammar

Cut to formats