SMB CRM, sales pipeline, deal flow.
Construction and trades (Hillbrook's home turf).
Multi-vertical owner-led SMB across services.
HOP — Hillbrook Operating Platform.
Tally exists because SMB owners don't want a CRM. They want a running tally of every deal they've ever quoted, won, or lost — and a team that actually uses the tool that keeps the count honest.
One running tally from first contact to closed revenue. Every deal marked. Every win logged. Every dropped ball visible. No CRM tax. No abandoned pipelines.
Builders, trades, consultants, professional firms. 5–50 employees. The owner is still on the tools or in the room. They sell on relationships, lose deals to forgetfulness, and have never finished a CRM rollout.
Set up in under an hour. Owner adopts first. Team follows because the tool removes work, not adds it. No 12-week onboarding. No success-team handholding.
Sales has always been a counting game. Quotes out, wins in, jobs on the books. Tally names what the owner already does in their head every Friday — counting up the week. Short, owner-friendly, verbable: "What's the tally?" / "Add it to the tally." / "That's three on the tally this week." Vertical-agnostic — every business counts something.
Plain English. Australian-flavoured directness. We sound like the owner-operator we're built for — not the SaaS marketer who's never quoted a job.
The logo is the word "tally" set in lowercase Instrument Serif Italic, followed by a horizontal line capped by a signal-coloured node. The line is the running count. The node is the latest mark. The mark is the metaphor.
Maintain minimum clear space equal to the cap-height of the lowercase "h" on all four sides of the lockup. The node is the optical anchor — give it room to breathe.
Digital: 80px wide. Print: 22mm wide. Below this, use the mark (line + node) alone.
Three core colours. Each does one job. The signal is rare on purpose — when it appears, something has moved on the line.
Body text, headlines, lines, logos. Default everywhere. ~75% of any composition.
Reserved for action and movement: CTAs, active pipeline stages, closing nodes, alerts. Never decorative. Never large blocks of fill except in the deck cover and rare hero moments.
Closed-won. Healthy metrics. Long-form data visualisations. Never a button.
A type system that signals premium without performing it. Instrument Serif does the heavy lifting on character. Inter does the work. JetBrains Mono carries the data.
One visual device runs through every touchpoint: a horizontal ink line punctuated by signal-coloured nodes — a running tally. The line is the count. Each node is a deal that moved.
The tally is the product. The product is the tally. Every UI surface — pipeline view, deal card, dashboard — extends this single motif. Signal node = the deal moved this week.
Used in activity timelines, dashboards, the weekly "what moved" digest. Three node colours: ink (created), signal (advanced), verdant (closed-won).
A few real-world surfaces — the button, the deal card, the ad, the card. If a touchpoint doesn't carry the tally, redraw it until it does.
Three weights. Signal for primary intent. Ink for ownership actions. Ghost for secondary. Hover lifts and casts an ink shadow — the line moves.