logos
brand/v2
colour palette
print
#00C853
accent
accent
#1A1A1A
graphite
graphite
#232323
elevated
elevated
#333333
border
border
#F0F0F0
text
text
#FF9800
warn
warn
#EF5350
error
error
accent rule
one electric green per surface
primary font (display)
IBM Plex Sans 600
data / labels
IBM Plex Mono 400-500
voice baseline — kill on sight
banned words
numbersalways — every claim has a number, name, or specific example
sentence lengthavg 12-18 words. max 28.
implementationshow the architecture, prompt, cost — not "sophisticated system"
failureslead with what broke when there's a "what broke" angle
framework namesgive structural insights 2-4 word names
uncertainty"I'd bet X. Could be wrong if Y." — don't fake confidence
on-brand example
Bashar built a 6-agent customer-support stack on Claude Sonnet. $4,200/month in API spend at 2,400 tickets handled autonomously. Quote-acceptance rate dropped 9% in week three when Anthropic shipped 4.7 — Bashar pinned to 4.6 in 24 hours.
off-brand example
An innovative founder is leveraging cutting-edge AI to seamlessly transform customer support, unlocking unprecedented efficiency at scale.