HempRoster is the hemp industry's directory, by HempAware: every grower, processor, manufacturer, brand, retailer, lab, distributor and service company on one roster. The idea is a Rolodex crossed with a sports team roster. Each company is a Player on a card, sorted by Position and Home Team. Tagline: Different fields. Same team.
Content fundamentals
Voice: playful frame, serious facts. Sports words go in headings, buttons and card fronts. Card backs, tables, forms and legal copy use plain words.
| Say | Not |
|---|
| Get on the roster. Free. | Unlock your potential in the hemp ecosystem. |
| Grower registration, Colorado Dept. of Agriculture. Active. | This MVP grower is crushing it this season! |
| You may already have a card. Claim it. | Claim your FREE premium listing today!!! |
Vocabulary. Use the roster words consistently.
| Instead of | We say | Where |
|---|
| Listing | Player Card | Every company page |
| Listing ID | Jersey number | Cards, badge, outreach |
| Category | Position | Nav, filters, tabs |
| State page | Home Team | State and country pages |
| Claim listing | Suit up | Join flow, card backs |
| Sign up | Join the Team | Calls to action |
| Featured | Starting Lineup | Paid placement, always labeled |
| New listings | Rookie Class | Home and Position pages |
| Verified | Verified Player | Card seal, filters |
Rules
- No em dashes anywhere. Use periods and commas.
- Hemp-wide, never CBD-led. THCA wholesale is one category page, not the brand.
- Short, direct sentences. No exclamation marks, no hype words, no capitalized FREE.
- Jersey numbers are always four digits with a hash in running text: card #0427.
- Write HempRoster as one word with a capital R. The wordmark sets it as HEMPROSTER.
- Keep the by HempAware line with the full lockup so buyers see the affiliation.
- Never publish personal names or home addresses from license records. Cards describe businesses.
- No emoji.
Visual foundations
Color. The page is card stock: color-chalk ground, color-paper cards and panels, color-ink text and outlines. color-turf is the dark ground for the header, hero and scoreboard bands, and color-turf-deep for the footer. color-field is the green shared with HempAware, used for paid actions and ROSTER on light grounds. color-scoreboard is the highlight: the yellow button, the Verified Player seal, the Starting Lineup ring, ROSTER on turf. Set ink text on scoreboard, never scoreboard text on chalk or white (1.7:1). color-manila is the card back and table header. Secondary text is color-bench; links are color-field-ink.
Dark sections. On color-turf, body text is color-chalk, muted text color-mist, links color-chalk turning color-scoreboard on hover. Footer copy on color-turf-deep is color-footer-text.
Position colors (position-grower through position-service) belong to Position tabs and table pills only. Each fill names its text color in its note. Every use prints the Position name too.
Type. Three families, all self-hosted (the files are in fonts/):
- Big Shoulders Display 800 and 900 (
--font-display) for headlines, tabs, jersey numbers, buttons and the wordmark. Always uppercase, tight leading (0.92 for heads, 0.85 for jersey numbers). - Archivo (
--font-sans), shared with HempAware, for body and UI. body is 16px/1.5; lead 18px under H1s; tagline 14px for card copy. - IBM Plex Mono 400 and 600 (
--font-mono) for card backs, stats, eyebrows, chips, table heads and sources, uppercase with tracking.
Display sizes on the site are fluid: display-hero runs from 56px to 128px, display-1 from 44px to 84px, display-2 from 42px to 64px. The tokens hold the largest size.
Lines, not blur. Edges are drawn with ink: stroke-outline (1.5px) on cards, tabs, inputs and tables; stroke-heavy (2px) on the outline button and member badge. Dashed lines mean unclaimed, so use them for nothing else. Shadows are hard offsets with no blur: shadow-card on cards, shadow-button under the yellow button, shadow-lineup for paid placement.
Radii. Small and squared: radius-chip 4px, radius-button 6px, radius-tab 8px on top corners only, radius-card 10px, radius-table 12px, radius-panel 14px. Round shapes are only the logo ring and flip button (radius-round) and the Verified Player seal (radius-pill).
Spacing and layout. Content sits in a size-wrap (1280px) column with space-gutter (24px) sides, space-gutter-sm (16px) at 640px and below. Card grids use auto-fill columns at least size-card-w (380px) wide, with 32px column gaps and 40px row gaps. Nothing scrolls sideways except the roster table inside its frame.
Motion. One moment: the Player Card flip, 600ms cubic-bezier(.2,.7,.2,1) on the Y axis, and the home page Rolodex spin. Both stop under prefers-reduced-motion. No scroll-triggered effects.
Focus. Keyboard focus is a stroke-rule (3px) color-scoreboard outline offset 2px. Known gap: that ring is 9.2:1 on turf but only 1.5:1 on chalk and 1.7:1 on paper, below the 3:1 needed for a focus indicator. On light grounds it needs an ink partner, for example a 1.5px color-ink inner ring, before an accessibility audit.
The card system
Every company is a Player Card (see PlayerCard): Position tab on top, jersey number, logo ring, name, meta line, tagline, status marks, flip button, and two Rolodex notches cut into the bottom edge. The front is identity; the back, on color-manila, is facts with sources and dates. Unclaimed cards are dashed. Verified Player, Rookie, Unclaimed and Starting Lineup are the only states (see StatusMarks).
Iconography
HempRoster uses almost no icons. Positions are named with words and colors, not pictograms. The two interface icons are flip.svg (the card flip button) and verified-check.svg (the Verified Player seal), drawn on a 24px grid with round 2px strokes in color-ink. New icons follow that stroke style; reach for Lucide's line set as the base. No emoji, no filled glyph sets.
Logos
The logo is the HR monogram: H in color-chalk and R in color-scoreboard, inside a Rolodex card frame with a scoreboard index tab on top and two notches along the bottom. All logo files are drawn for dark grounds.
hemproster-logo-horizontal.png: the monogram, HEMPROSTER and the by HempAware line in a row. The default for email, decks and partner sites.hemproster-logo-stacked.png: the same pieces stacked. Square spaces, social posts and print.hemproster-monogram.png: the monogram alone. Avatars, small spaces, and the site header beside the live-text wordmark (see Wordmark).hemproster-app-icon.png: the monogram on a rounded color-turf tile. Favicons, app icons, and any light ground.
Place the logos on color-turf, color-turf-deep or a dark photo. On chalk, white or manila, use the app icon tile or set the logo on a turf panel. Never recolor or redraw them. The files are high-resolution PNGs with transparent backgrounds; there is no vector version yet.