# MDP Studio Brand Identity

Current as of 2026-05-18.

MDP Studio is a Melbourne-based web design and AI implementation studio co-founded by Meidie and Ploy / Waralee. The brand should feel precise, premium, practical, local, and technically capable. It should not feel like a generic AI agency, a cheap template shop, or a hype-heavy startup.

## Core Positioning

Melbourne web design and AI implementation for practical small business growth.

MDP Studio helps local businesses become easier to trust, easier to find, and easier to contact online.

Primary audiences:

- Restaurants and cafes.
- Beauty, wellness, massage, hair, and barber businesses.
- Trades and service providers.
- Health, NDIS, and local service businesses.
- Businesses with weak or missing web presence.

## Visual System

Use a dark, refined visual system for MDP-branded pages:

- Deep black navy: `#050914`.
- MDP navy: `#101828`.
- Warm white: `#f8fafc`.
- Muted blue grey: `#a8b2c1`.
- Champagne gold: `#c9a84c`.
- Light gold: `#e0c86b`.
- Muted teal: `#2f6f67`.

Typography:

- Preferred: Plus Jakarta Sans.
- Acceptable fallback: Inter, Space Grotesk, system sans-serif.
- Use uppercase microcopy for nav labels, overlines, and tags.
- Avoid serif hero typography on MDP-branded pages unless the page is intentionally client-branded.

Logo:

- Use the timeless MDP logo assets where available.
- Dark pages should use the white transparent logo.
- Light pages should use the dark transparent logo.
- Pair the logo with the small uppercase word `Studio` when space allows.

Layout:

- Grid-based, spacious, and mobile-first.
- Sharp or lightly rounded corners, usually 0 to 8px.
- Subtle technical grid backgrounds are acceptable.
- Use real work screenshots and concrete examples early.

## Copy Voice

Voice:

- Direct.
- Practical.
- Calmly confident.
- Specific.
- Warm but not cute.
- Technically credible without sounding corporate.

Useful phrases:

- easier to trust, find, and contact
- mobile-first
- preview before launch
- clear enquiry path
- practical website presence
- clean, modern, conversion-focused

Avoid:

- Generic AI agency language.
- Big claims about guaranteed sales or rankings.
- "Revolutionary", "game-changing", or "unlock your full potential".
- Generic template phrases like "focused local landing page concept".

## Offers

Starter offer:

- $199 starter website.
- One-page mobile-friendly website.
- Hero, services, proof, contact, and footer.
- Basic SEO title, description, and social preview metadata.
- Preview before final approval.

Standard web work:

- Custom landing pages.
- Multi-page websites.
- Restaurant/menu pages.
- Booking or enquiry forms.
- Lightweight CMS.
- Hosting and domain support.

AI implementation:

- AI-assisted content workflows.
- Internal automation.
- Chat and support workflows.
- Simple data and process tools.

## Agent Rules

When creating or editing MDP Studio material:

1. Keep MDP-branded pages in the dark premium system unless the user says otherwise.
2. Use client-specific design for client demo pages.
3. Keep copy practical and local-business focused.
4. Check live links and screenshots before saying the work is done.
5. Do not expose credentials, private lead data, Zoho details, Netlify tokens, or Cloudflare tokens.

## Public Links

- Main site: https://mdpstudio.com.au/
- Industry preview site: https://industry-previews.mdpstudio.com.au/
- Launch offer: https://industry-previews.mdpstudio.com.au/launch-offer/
- Kinu Dining example: https://kinu-dining.mdpstudio.com.au/
- Contact email: meidie@mdpstudio.com.au