flex — Design Reference

모든 HR 데이터, flex 하나로. (Observed on flex.team, 2026-05-14)

Korean HR SaaS reference: dark-mode authority hero → light-mode manifesto cards → service pill navigation. Pretendard 52px display with -1.56px tracking. Quietly confident; one-color discipline (graphite + ink); no rainbow accents.

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1. Visual Theme & Atmosphere

flex is a Korean HR SaaS targeting mid-market and enterprise teams (founded 2019-05, Seongnam HQ, Series B, ~213 employees as of 2026-03). The product unifies employee management, attendance, contracts, workflow, payroll, and HR analytics. The 2024 site refresh ("l2024-c-*" class system observed live) signaled a deliberate pivot upmarket — away from the playful color-block aesthetic of early Korean SaaS toward a quieter, Apple-adjacent surface: black hero, white manifesto, dark graphite cards (#2D3338).

What's design-noteworthy:

• One ink color: nearly every text element resolves to #1D1D1F or one of its alpha variants (0.96, 0.72, 0.04). No semantic color soup.
• 52px display with -1.56px letter-spacing: tight, confident, very deliberate (Pretendard Variable handles both hangul and latin at this weight).
• Pill nav with inset ring shadows: instead of borders. Active pill uses rgba(29,29,31,0.04) fill + rgba(29,29,31,0.24) 1px inset ring; inactive uses white fill + 0.10 ring. No filled blue/primary.
• Manifesto cards on white: #2D3338 graphite cards, 16px radius, 30px padding, 0 8px 20px -4px rgba(0,0,0,0.06) halo. Three-card narrative beat ("문제 → 해결 → 효과").

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2. Layout & Grid

• Container width: 1280px viewport observed; section content clamps near 1024px (h1/h2 widths).
• Outer gutter: 60px left/right (padding: 160px 60px on hero, 172px 60px 96px on service section).
• Vertical rhythm: hero 860px total height; service block 993px; sections breathe with 96-172px top padding.
• Card grid: three side-by-side cards inside main-intro (~315 / 349 / 335px widths — visibly asymmetric on purpose, not equal-thirds).
• Header: 117px tall, dark theme over hero, fades to light on light sections (.l2024_dark / .l2024_light toggle).

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3. Color & Typography

Color tokens (from tokens.json)

Ink scale (single hue, alpha-stepped):

• #1D1D1F — primary text on light
• rgba(29,29,31,0.96) — h2 (slight softening)
• rgba(29,29,31,0.72) — secondary copy
• rgba(29,29,31,0.04) — active pill fill / ghost button
• rgba(29,29,31,0.10) — inactive pill ring
• rgba(29,29,31,0.24) — active pill ring

Surfaces:

• #FFFFFF — light page
• #000000 — hero pageDark
• #2D3338 — graphite card (manifesto)
• #FDFDFD — soft white (card text)

On-dark:

• #FFFFFF text
• rgba(255,255,255,0.48) — muted on-dark

No blue. No green. No yellow. flex's 2024 refresh deliberately deletes the SaaS accent-color habit.

Typography

• Family: Pretendard Variable (variable axis) with full system fallback chain.
• Weights observed live: 500, 600, 700.
• Display h2: 52px / 62.4px line-height / -1.56px letter-spacing / 700. The negative tracking is the visual signature.
• Card body: 17px / 26px / 600.
• Pill / button: 15px / 21px / 600-700.
• Meta / nav: 14px / 14px / 500.
• Hero h1: 28px / 28px / 700 — note the compact h1 (smaller than h2 below). flex inverts the usual hierarchy — the hero is a banner, the in-page h2 is the argument.

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4. Components

Button — primary pill (active service tab)

Active

• Background: rgba(29, 29, 31, 0.04)
• Text: #1D1D1F
• Border: none
• Shadow: rgba(29, 29, 31, 0.24) 0px 0px 0px 1px inset
• Radius: 10px
• Padding: 9px 12px
• Height: 39px
• Font: 15px / 21px / 700 / Pretendard Variable
• Use: currently-selected service category in the SERVICES filter row

Inactive

• Background: #FFFFFF
• Text: #1D1D1F
• Border: none
• Shadow: rgba(29, 29, 31, 0.10) 0px 0px 0px 1px inset
• Radius: 10px
• Padding: 9px 12px
• Height: 39px
• Font: 15px / 21px / 600 / Pretendard Variable
• Use: other tabs in the same row (rest of SERVICES)

Button — header CTA (gnb)

Default (transparent over dark hero)

• Background: rgba(0, 0, 0, 0)
• Text: #FFFFFF
• Border: none
• Radius: 8px
• Padding: 8px 6px 8px 8px
• Height: 33px
• Font: 14px / normal / 700 / Pretendard Variable
• Use: top navigation items (서비스 / 리소스 / 플렉스팀 채용 / 로그인)

Card — manifesto (dark on light)

Default

• Background: #2D3338
• Text: #FDFDFD
• Border: none
• Radius: 16px
• Padding: 30px
• Shadow: rgba(0, 0, 0, 0.12) 0px 0px 0px 0.5px, rgba(0, 0, 0, 0.06) 0px 8px 20px -4px
• Height: 380px (fixed in observed grid)
• Font: 17px / 26px / 600 / Pretendard Variable
• Use: three-beat narrative cards in main-intro section ("문제 → 해결 → 효과")

Section — hero (dark)

Default

• Background: #000000
• Text: #FFFFFF
• Padding: 160px 60px
• Height: 860px (observed)
• Use: top of marketing landing; carries h1 + subhead + primary CTA

Section — manifesto (light)

Default

• Background: #FFFFFF
• Text: #1D1D1F
• Padding: 240px 60px 96px
• Height: 877px (observed)
• Use: directly under hero; carries the company's "why" + three dark cards

Header — page chrome

Default (dark theme over hero)

• Background: rgba(0, 0, 0, 0) (transparent over black hero)
• Text: #FFFFFF
• Border: none
• Height: 117px
• Nav padding: 0px 60px
• Use: persistent top bar; theme flips light/dark via .l2024_dark / .l2024_light class on the parent section

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Verified: 2026-05-14 Tier 1 sources: https://flex.team/ live CDP inspect (40 samples → assets/_reference/.live-inspect-proof.json curates 9), https://thevc.kr/Flex (corporate facts) Tier 2 sources: https://getdesign.md/flex → no entry; https://styles.refero.design/?q=flex.team → no results (KR-coverage gap, same pattern as 2026-05-13 KR-10 batch) Conflicts unresolved: none

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5. Iconography

Site uses primarily inline SVG for service-category pictograms and arrow glyphs (→ in CTA "flex 도입 문의하기 →"). No icon-set library brand signal observed in live capture. Hairline weight, monochrome ink-color matched to surrounding text — no two-tone or color-fill icons.

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6. Imagery & Illustration

• Product UI snapshots dominate downstream sections (employee directory, attendance calendar, contract flow). Captured at 1:1 product fidelity — no faux-3D, no isometric.
• No stock photography of "diverse smiling team" — the page leans on UI screenshots and ambient gradients instead.
• Manifesto cards are pure type — no illustration, no icon, no image inside the dark cards. The graphite-on-white card itself is the visual.

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7. Motion

Not directly observable from a single static getComputedStyle pass — but the l2024-c-* class system uses Stitches/CSS-in-JS, and scroll-triggered fade/translate on section entry is the dominant pattern on the live site (subtle, ~200-300ms). No spring-bounce, no parallax. Treat motion as assist, not perform.

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8. Accessibility

• Pretendard Variable carries strong hangul + latin glyph parity → handles weight 500-700 cleanly at 14-52px.
• Text contrast on white: #1D1D1F on #FFFFFF = 18.27:1 (AAA).
• Card body #FDFDFD on #2D3338 = 13.21:1 (AAA).
• On-dark muted rgba(255,255,255,0.48) on #000000 ≈ 4.7:1 — passes WCAG AA for body, fails AAA. flex uses this for de-emphasized chrome only.
• Header overlay (#FFFFFF over hero black) = 21:1.
• Service pill rings (1px inset) are a contrast-safe alternative to filled borders — but rely on shadow not border, so screen-reader / forced-color-mode users get focus from native button styles + the inner shadow degrades gracefully to outline.

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9. Content & Voice

The product hierarchy (live observed):

1. Hero h1: "모든 HR 데이터, flex 하나로." — declarative, no verb, period at end.
2. Hero subhead: "데이터가 유기적으로 흐를 때 팀은 더 똑똑하게 성장합니다." — second-clause-first structure.
3. Manifesto h2: "flex는 조직이 일하는 방식을 바꿉니다." — first-person company statement.
4. Card 1: identify the friction ("담당자 의존적인 조직 운영과 반복 업무는 …").
5. Card 2: state the mechanism ("flex는 흩어진 HR 데이터를 한 곳에 모아 연결하고, AI로 자동화하고 …").
6. Card 3: name the outcome ("이제 팀은 정보의 불균형과 반복 업무 부담에서 벗어나, … 몰입할 수 있습니다.").

The pattern is friction → mechanism → outcome, told in three cards. CTAs are operational: "도입 문의하기" / "무료 체험하기" / "자세히 알아보기".

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10. Voice & Tone

Voice adjectives: 차분한 권위 · 운영자 시선 · 명사형 단정

Do / Don't

Voice samples (observed on flex.team, 2026-05-14 — illustrative, used for style anatomy not redistribution)

1. Hero: "모든 HR 데이터, flex 하나로." — 4어절. 동사 없음. 마침표.
2. Manifesto: "flex는 조직이 일하는 방식을 바꿉니다." — 주어-목적어-서술어, 격언적 평서형.
3. Card 3 outcome: "이제 팀은 정보의 불균형과 반복 업무 부담에서 벗어나, 효율을 넘어 더 큰 성장을 위해 몰입할 수 있습니다." — 긴 호흡 1문장으로 인과 묶음, 결말은 "있습니다"로 가능성 제시 (단정하지 않음).

Voice when adopted for fresh copy (catalog-safe, no verbatim borrow): 운영자 관점 + 마침표 + 명사형 + 단정형. 사용자 직접호명·명령형은 회피.

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11. Brand Narrative

Origin (2019). 장해남 대표가 2019년 5월 성남에서 창업. 초기 타깃은 한국 스타트업·중견기업의 HR 운영 — 엑셀과 메신저로 흩어진 인사 데이터를 한 시스템으로 모으는 게 출발점.

Mission. "데이터가 유기적으로 흐를 때 팀은 더 똑똑하게 성장합니다" (flex.team 2026-05-14 관찰). 흩어진 HR 데이터를 모으고, AI로 자동화하고, 맥락을 더해 근본부터 해결한다는 시각. 단순 SaaS가 아니라 'Human Relations Platform'으로 포지셔닝.

Why now. 2023→2025 매출 ₩160억 → ₩279억 (연 +30%대 성장), 2026-03 기준 213명, Series B 후 valuation ₩5,000억. 한국 HR SaaS 시장이 분절(근태/급여/평가 각각 별도 SaaS)에서 통합 플랫폼으로 재편되는 시점에, flex는 "AI 기반 통합 HR" 포지션을 선점. 2024년 사이트 리프레시(l2024-c-* 클래스 체계)는 이 업마켓 이동을 시각적으로 선언한 변화 — 컬러풀했던 초기 SaaS 아이덴티티를 graphite + ink 단색 체계로 정리.

Source: thevc.kr/Flex (corporate facts), flex.team (live copy & visual signal).

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12. Principles

1. One ink, many alphas. 색이 의미를 만들지 않는다. #1D1D1F를 0.04 / 0.10 / 0.24 / 0.72 / 0.96으로 단계화해서 위계를 만든다. UI implication: semantic blue/green/red를 본문에 쓰지 말 것. 상태는 weight + alpha로 표현.
2. Display tight, body loose. 52px h2는 -1.56px 트래킹으로 단단하게, 17px 카드 본문은 26px line-height로 숨 쉬게. UI implication: 큰 글자일수록 트래킹 음수, 작을수록 line-height 1.5+.
3. Section flips theme, not palette. 다크 hero → 라이트 manifesto → 다크 카드는 같은 ink + 같은 graphite를 surface 반전으로 쓴 것. UI implication: light/dark variant는 token 교체가 아니라 _dark / _light 클래스 토글.
4. Ring, not border. 1px 테두리 대신 1px inset shadow ring (0 0 0 1px inset). UI implication: hover/active 전환 시 box-shadow만 바꾸면 layout shift 0.
5. Friction → mechanism → outcome. 모든 manifesto는 세 카드 구조. UI implication: 마케팅 hero 아래 첫 섹션은 USP 리스트가 아니라 3-beat narrative.

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13. Personas

Personas below are derived from flex's observed positioning and TheVC corporate data — they are illustrative of who flex appears to design for, not official customer segments.

• 운영팀 리더 (HR ops lead) at 50-300명 규모. 엑셀 + 메신저 + 별도 근태 SaaS로 매달 결산하는 사람. flex의 "통합" 약속과 graphite 무채색 톤이 "장난감이 아닌 도구"라는 신호로 작동한다.
• CHRO / COO at Series B-D 스타트업. 임원에게 보고할 데이터 신뢰성이 중요. AI·자동화 카피와 manifesto의 마침표형 단정 문장이 "결정자 톤"으로 읽힌다.
• 백오피스 헤드 at 전통 중견기업. SaaS 첫 도입. 한 화면에 1개 메시지·운영자 시점 카피·과장 없는 비주얼이 "한국 회사 정서에 맞는다"고 느낀다.

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14. States

States 카탈로그가 사이트에 명시되지 않은 곳은 observed shape 유지 + Pretendard weight·alpha만 조정하는 것이 flex 톤 보존의 안전 룰.

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15. Motion & Easing

라이브 관찰 한 패스 기준 — 단정적 듀레이션·이징 값은 추출하지 못함. 일반 패턴으로부터 권장 토큰:

Duration

• instant: 0ms — 토글 즉시 반영 (pill active 전환)
• short: 150ms — hover ring 두께 변화
• default: 240ms — section fade-in on scroll
• long: 400ms — 카드 stagger (3개 카드가 80ms 간격으로 enter)

Easing

• out-quart (cubic-bezier(0.25, 1, 0.5, 1)) — scroll-trigger fade (자연스러운 도착감)
• in-out-cubic (cubic-bezier(0.65, 0, 0.35, 1)) — pill 전환

Motion rules

1. Translate ≤ 12px. flex는 parallax·과한 슬라이드를 쓰지 않는다.
2. Opacity is the primary verb. fade-in + tiny translateY가 거의 모든 entry 모션.
3. No spring bounce. 항상 ease-out 류. overshoot 0.
4. Stagger ≤ 100ms. 3-card grid stagger는 잘게.

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Verified: 2026-05-14 Pipeline: omd:add-reference CREATE (3-tier) Catalog position: KR · saas · hr