diff --git a/install.sh b/install.sh
index 4d25dc8..3649cad 100755
--- a/install.sh
+++ b/install.sh
@@ -15,8 +15,32 @@
 
 set -eu
 
+# Colours are on only for a real terminal: not when output is piped or logged
+# (CI), not when NO_COLOR is set (https://no-color.org), and not on a dumb
+# terminal. stdout and stderr are checked separately, because either can be
+# redirected on its own. With colours off every variable is empty, so the
+# output is the same text with no escape codes.
+setup_colors() {
+  BOLD='' DIM='' GREEN='' YELLOW='' CYAN='' RESET=''
+  ERR_RED='' ERR_RESET=''
+  if [ -z "${NO_COLOR:-}" ] && [ "${TERM:-dumb}" != dumb ]; then
+    if [ -t 1 ]; then
+      BOLD=$(printf '\033[1m')
+      DIM=$(printf '\033[2m')
+      GREEN=$(printf '\033[32m')
+      YELLOW=$(printf '\033[33m')
+      CYAN=$(printf '\033[36m')
+      RESET=$(printf '\033[0m')
+    fi
+    if [ -t 2 ]; then
+      ERR_RED=$(printf '\033[31m')
+      ERR_RESET=$(printf '\033[0m')
+    fi
+  fi
+}
+
 err() {
-  printf 'error: %s\n' "$1" >&2
+  printf '%s✗ error:%s %s\n' "$ERR_RED" "$ERR_RESET" "$1" >&2
   exit 1
 }
 
@@ -24,12 +48,39 @@ info() {
   printf '%s\n' "$1"
 }
 
+# The same tree shape the CLI itself prints (see STYLE_GUIDE.md): a `⏺` heading
+# for each stage, with `⎿` detail rows beneath it.
+step() {
+  printf '\n%s⏺%s %s%s%s\n' "$DIM" "$RESET" "$BOLD" "$1" "$RESET"
+}
+
+detail() {
+  printf '  %s⎿%s %s\n' "$DIM" "$RESET" "$1"
+}
+
+# A second row under detail(), aligned with its text.
+detail_more() {
+  printf '    %s\n' "$1"
+}
+
+success() {
+  printf '  %s✓%s %s\n' "$GREEN" "$RESET" "$1"
+}
+
+warn() {
+  printf '%s!%s %s\n' "$YELLOW" "$RESET" "$1"
+}
+
+banner() {
+  printf '\n  %sdcd%s %s·%s DeviceCloud installer\n' "$BOLD$CYAN" "$RESET" "$DIM" "$RESET"
+}
+
 # Stable is the default channel and beta is strictly opt-in, so when no stable
 # release exists yet (only prereleases published) we refuse to silently install a
 # beta and instead point the user at the two explicit opt-ins. $DOWNLOAD_BASE is
 # echoed so a custom host shows the right command.
 no_stable_release_err() {
-  printf 'error: No stable dcd release is available yet.\n' >&2
+  printf '%s✗ error:%s No stable dcd release is available yet.\n' "$ERR_RED" "$ERR_RESET" >&2
   printf '  Install the latest beta:  curl -fsSL %s/install.sh | DCD_BETA=1 sh\n' "$DOWNLOAD_BASE" >&2
   printf '  Or pin a version:         curl -fsSL %s/install.sh | DCD_VERSION=5.0.0-beta.1 sh\n' "$DOWNLOAD_BASE" >&2
   exit 1
@@ -112,9 +163,12 @@ persist_path() {
 }
 
 main() {
+  setup_colors
   DOWNLOAD_BASE="${DCD_DOWNLOAD_BASE:-https://get.devicecloud.dev}"
   INSTALL_DIR="${DCD_INSTALL_DIR:-$HOME/.dcd/bin}"
 
+  banner
+
   # --- detect platform ---
   os=$(uname -s)
   case "$os" in
@@ -134,17 +188,17 @@ main() {
 
   # --- resolve version ---
   # Precedence: explicit DCD_VERSION pin > DCD_BETA opt-in > latest stable.
+  step "Resolving version"
   if [ -n "${DCD_VERSION:-}" ]; then
     version="$DCD_VERSION"
+    detail "${CYAN}${version}${RESET} ${DIM}(pinned by DCD_VERSION)${RESET}"
   else
     if [ -n "${DCD_BETA:-}" ]; then
       channel=beta
       manifest_url="$DOWNLOAD_BASE/latest.json?channel=beta"
-      info "Resolving latest beta version..."
     else
       channel=stable
       manifest_url="$DOWNLOAD_BASE/latest.json"
-      info "Resolving latest version..."
     fi
 
     # Fetch the manifest separately from parsing so we can tell a transient
@@ -167,14 +221,15 @@ main() {
         err "No beta release is available yet from $manifest_url"
       fi
     fi
+    detail "${CYAN}${version}${RESET} ${DIM}(latest ${channel})${RESET}"
   fi
 
   url="$DOWNLOAD_BASE/download/${version}/${asset}"
   sums_url="$DOWNLOAD_BASE/download/${version}/SHA256SUMS"
 
-  info "Installing dcd ${version} (${os_id}-${arch_id})"
-  info "  from: $url"
-  info "  to:   $INSTALL_DIR/dcd"
+  step "Downloading dcd ${version} ${DIM}(${os_id}-${arch_id})${RESET}"
+  detail "${DIM}from${RESET}  $url"
+  detail_more "${DIM}to${RESET}    $INSTALL_DIR/dcd"
 
   # --- download ---
   mkdir -p "$INSTALL_DIR"
@@ -182,6 +237,7 @@ main() {
   trap 'rm -f "$tmp" "$tmp.sums"' EXIT
   curl -fSL --progress-bar "$url" -o "$tmp" \
     || err "Download failed: $url"
+  success "Downloaded"
 
   # --- verify checksum ---
   curl -fsSL "$sums_url" -o "$tmp.sums" \
@@ -200,6 +256,7 @@ main() {
   if [ "$expected" != "$actual" ]; then
     err "Checksum mismatch for $asset: expected $expected, got $actual"
   fi
+  success "Checksum verified ${DIM}(SHA-256)${RESET}"
 
   # --- install ---
   chmod +x "$tmp"
@@ -213,36 +270,51 @@ main() {
     *)                  on_path=0 ;;
   esac
 
-  info ""
-  info "✓ Installed dcd $version to $INSTALL_DIR/dcd"
+  success "Installed to $INSTALL_DIR/dcd"
 
+  # Work out the PATH outcome now, but print it in the "next steps" block
+  # below, so the install log above stays a plain record of what happened.
+  path_state=on_path
   if [ "$on_path" -eq 0 ]; then
     rc=$(rc_file)
     if persist_path "$rc"; then
-      info ""
-      info "  Added $INSTALL_DIR to your PATH in $rc."
-      info "  Restart your shell, or run:  $path_line"
+      path_state=persisted
     else
-      info ""
-      info "  $INSTALL_DIR is not on your PATH. Add this to your shell rc:"
-      info "    $path_line"
+      path_state=manual
     fi
   fi
 
   # --- warn about a conflicting (shadowing) install ---
   if conflict=$(find_conflicting_dcd); then
     info ""
-    info "! Another dcd is already on your PATH:"
+    warn "Another dcd is already on your PATH:"
     info "    $conflict"
     info "  This is usually a previous 'npm install -g @devicecloud.dev/dcd', which"
     info "  can shadow this binary depending on PATH order. Remove it with:"
-    info "    npm uninstall -g @devicecloud.dev/dcd"
+    info "    ${CYAN}npm uninstall -g @devicecloud.dev/dcd${RESET}"
   fi
 
-  if [ "$on_path" -eq 1 ]; then
-    info ""
-    info "  Try: dcd --help"
-  fi
+  # --- next steps ---
+  info ""
+  info "  ${GREEN}${BOLD}dcd ${version} is installed.${RESET}"
+  info ""
+  case "$path_state" in
+    persisted)
+      info "  Added $INSTALL_DIR to your PATH in ${BOLD}$rc${RESET}."
+      info "  Restart your shell, or run:"
+      info "    ${CYAN}$path_line${RESET}"
+      info ""
+      ;;
+    manual)
+      info "  $INSTALL_DIR is not on your PATH. Add this to your shell rc:"
+      info "    ${CYAN}$path_line${RESET}"
+      info ""
+      ;;
+  esac
+  info "  Get started:"
+  info "    ${CYAN}dcd login${RESET}    ${DIM}sign in to DeviceCloud${RESET}"
+  info "    ${CYAN}dcd --help${RESET}   ${DIM}see every command${RESET}"
+  info ""
 }
 
 main "$@"
diff --git a/src/methods.ts b/src/methods.ts
index 3634c06..c1d6839 100644
--- a/src/methods.ts
+++ b/src/methods.ts
@@ -195,7 +195,7 @@ export const uploadBinary = async (config: UploadBinaryConfig) => {
           ux.info(
             colors.dim('SHA hash matches existing binary with ID: ') + formatId(binaryId) + colors.dim(', skipping upload. Force upload with --ignore-sha-check'),
           );
-          ux.action.stop(colors.info('Skipping upload'));
+          ux.action.stop('Skipping upload');
         }
 
         return binaryId;
@@ -233,13 +233,13 @@ export const uploadBinary = async (config: UploadBinaryConfig) => {
     });
 
     if (log) {
-      ux.action.stop(colors.success('\n✓ Binary uploaded with ID: ') + formatId(uploadId));
+      ux.action.stop(colors.success('Binary uploaded with ID: ') + formatId(uploadId));
     }
 
     return uploadId;
   } catch (error) {
     if (log) {
-      ux.action.stop(colors.error('✗ Failed'));
+      ux.action.fail(colors.error('Failed'));
     }
 
     if (debug) {
diff --git a/src/services/moropo.service.ts b/src/services/moropo.service.ts
index 57873d3..89e877b 100644
--- a/src/services/moropo.service.ts
+++ b/src/services/moropo.service.ts
@@ -92,7 +92,7 @@ export class MoropoService {
       return moropoDir;
     } catch (error) {
       if (!quiet && !json) {
-        ux.action.stop('failed');
+        ux.action.fail('failed');
       }
 
       // Remove the temp directory (and any partially-written zip inside it)
diff --git a/src/services/results-polling.service.ts b/src/services/results-polling.service.ts
index d411451..04589ea 100644
--- a/src/services/results-polling.service.ts
+++ b/src/services/results-polling.service.ts
@@ -196,7 +196,7 @@ export class ResultsPollingService {
       // displayFinalResults. Anything else aborts mid-poll with the spinner
       // still live, which would corrupt the terminal under the error output.
       if (!options.json && !(error instanceof RunFailedError)) {
-        ux.action.stop(colors.error('failed'));
+        ux.action.fail(colors.error('failed'));
       }
       throw error;
     }
diff --git a/src/utils/progress.ts b/src/utils/progress.ts
index fcf8d45..099b6b8 100644
--- a/src/utils/progress.ts
+++ b/src/utils/progress.ts
@@ -10,13 +10,25 @@
  * non-interactive environments we skip the spinner entirely and instead print a
  * plain line once per *distinct* status, so CI logs show real progress without
  * the flood.
+ *
+ * Styling: the spinner uses the CLI's own palette (cyan braille frames) rather
+ * than clack's magenta default, and no `│` guide bar, since the rest of the CLI
+ * is a `⏺`/`⎿` tree rather than a clack session. The final line is written by
+ * us, not clack, so it carries the same `✓` / `✗` symbols as every other
+ * command (see STYLE_GUIDE.md).
  */
 import * as p from '@clack/prompts';
 
 import { isCI } from './ci.js';
+import { colors, symbols } from './styling.js';
 
 type ClackSpinner = ReturnType<typeof p.spinner>;
 
+// Braille dots where the terminal can draw them, plain ASCII otherwise.
+const FRAMES = p.unicode
+  ? ['⠋', '⠙', '⠹', '⠸', '⠼', '⠴', '⠦', '⠧', '⠇', '⠏']
+  : ['-', '\\', '|', '/'];
+
 class Action {
   private current: ClackSpinner | null = null;
   private _status = '';
@@ -29,37 +41,32 @@ class Action {
 
   start(title: string, initialStatus?: string, _opts?: unknown): void {
     this._status = initialStatus ?? '';
-    const line = initialStatus ? `${title} — ${initialStatus}` : title;
+    const line = initialStatus ? `${title} ${colors.dim('·')} ${initialStatus}` : title;
     if (!this.interactive()) {
       this.current = null;
       this.print(line);
       return;
     }
     if (this.current) {
-      this.current.stop();
+      this.current.clear();
     }
-    this.current = p.spinner();
+    this.current = p.spinner({
+      delay: 80,
+      frames: FRAMES,
+      styleFrame: colors.highlight,
+      withGuide: false,
+    });
     this.current.start(line);
   }
 
+  /** End the action as a success: `✓ message`. */
   stop(message?: string): void {
-    if (!this.interactive()) {
-      if (message) this.print(message);
-      this.current = null;
-      this._status = '';
-      this._lastPrinted = '';
-      return;
-    }
-    if (!this.current) {
-      if (message) {
-        // eslint-disable-next-line no-console
-        console.log(message);
-      }
-      return;
-    }
-    this.current.stop(message ?? '');
-    this.current = null;
-    this._status = '';
+    this.finish(symbols.success, message);
+  }
+
+  /** End the action as a failure: `✗ message`. */
+  fail(message?: string): void {
+    this.finish(symbols.error, message);
   }
 
   set status(value: string) {
@@ -78,6 +85,26 @@ class Action {
     return this._status;
   }
 
+  // Erase the spinner (if one is live) and print the final line ourselves, so
+  // the symbol matches the rest of the CLI instead of clack's `◇`.
+  private finish(symbol: string, message?: string): void {
+    const line = message ? `${symbol} ${message}` : '';
+    if (!this.interactive()) {
+      if (line) this.print(line);
+      this.current = null;
+      this._status = '';
+      this._lastPrinted = '';
+      return;
+    }
+    this.current?.clear();
+    this.current = null;
+    this._status = '';
+    if (line) {
+      // eslint-disable-next-line no-console
+      console.log(line);
+    }
+  }
+
   // Emit a line only when it differs from the previous one, so repeated polls
   // with no state change stay quiet.
   private print(line: string): void {
diff --git a/test/unit/progress.test.ts b/test/unit/progress.test.ts
new file mode 100644
index 0000000..686ae99
--- /dev/null
+++ b/test/unit/progress.test.ts
@@ -0,0 +1,52 @@
+import { expect } from 'chai';
+
+import { stripAnsi } from '../../src/utils/styling.js';
+import { ux } from '../../src/utils/progress.js';
+
+// The non-interactive path (CI, pipes) prints plain lines instead of animating,
+// so it can be asserted on directly by capturing console.log.
+describe('progress (non-interactive)', () => {
+  const originalLog = console.log;
+  const originalCI = process.env.CI;
+  let lines: string[];
+
+  beforeEach(() => {
+    process.env.CI = 'true';
+    lines = [];
+    console.log = (line: string) => {
+      lines.push(stripAnsi(line));
+    };
+  });
+
+  afterEach(() => {
+    console.log = originalLog;
+    if (originalCI === undefined) {
+      delete process.env.CI;
+    } else {
+      process.env.CI = originalCI;
+    }
+  });
+
+  it('prints the title and initial status on one line', () => {
+    ux.action.start('Waiting for results', 'Initializing');
+    ux.action.stop();
+    expect(lines).to.deep.equal(['Waiting for results · Initializing']);
+  });
+
+  it('prints each distinct status once', () => {
+    ux.action.start('Uploading');
+    ux.action.status = '10%';
+    ux.action.status = '10%';
+    ux.action.status = '50%';
+    ux.action.stop();
+    expect(lines).to.deep.equal(['Uploading', '10%', '50%']);
+  });
+
+  it('marks a stop with ✓ and a failure with ✗', () => {
+    ux.action.start('Uploading');
+    ux.action.stop('completed');
+    ux.action.start('Uploading');
+    ux.action.fail('failed');
+    expect(lines).to.deep.equal(['Uploading', '✓ completed', 'Uploading', '✗ failed']);
+  });
+});