Brand kit / Signal
Brand and social kit
Near-black, acid lime and a cursor that never stops blinking. Everything you need to make Hustl look like Hustl.
The mark
Lowercase hustl in Archivo 900 with a cursor bar. The cursor means always mid-task and doubles as the favicon, progress bar and loading state. Keep clear space equal to the cursor's width. Minimum width 80px.
Colour
Jet #0B0B0C
Background
Signal #D4FF3A
Accent, buttons
Chalk #F4F4F0
Text on dark
Volt #5B5BF0
Charts, sparingly
Type
Archivo 900
Archivo for headlines and body. Tight tracking on headlines, regular on body.
JetBrains Mono / labels, data, prices
Voice
Founder to founder.
- Short sentences. Numbers over adjectives
- Swagger, not bro
- Hustle smarter, never harder
- Australian English, no em dashes
Photography
Candid, night-time and pre-dawn. Near-black tones with one lime light source. Real founders working, running, sleeping and talking to a doctor.
Social graphics
Pain-point series
Fourteen posts that name the feeling first. Hook with the pain, reframe it as a signal, point to the Baseline. Rotate two to three a week.
Rules
Do
- Lead with the feeling, then the fix
- Show the process: bloods, doctor, plan
- Use real numbers with sources
- Keep lime for one thing per layout
Don't
- Name or hint at any prescription medicine
- Use clinical testimonials or before and after claims
- Say limitless, biohack, superhuman or 10x
- Show pills, bottles, syringes or lab-coat stock