Brand book
Chapter 05

The brand, at work

A brand is what ships. These are the standing rules for every surface we produce — the website, the product, social feeds, inboxes, and slide decks.

Website

Show the product, don't describe it

Marketing pages are light: white surfaces, hairline borders, one gradient phrase per headline. Every hero leads with a product mockup — a believable screen with real-looking data — because a mockup outsells a paragraph every time.

The page rhythm is the home page's rhythm: light hero → stat strip → proof sections → exactly one dark "replaces your stack" band → FAQ → CTA. Legal and documentation pages may run dark; anything meant to sell stays light.

app.bo.ge/workspace/crm
Deals — Q3 pipeline
14 open · $182,400 weighted
DealStageValue
Acme renewalProposal$48,000
Nordwind onboardingNegotiation$36,500
Delta logisticsQualified$21,900
Product UI

Calm chrome, loud data

The app is set in Inter on quiet neutral surfaces, in both light and dark themes. Brand color appears in the logo, primary actions, and focus states — the user's data provides the rest of the color through status tokens.

Neutral by default

Whites, grays, and hairlines. A screen someone stares at for eight hours must not compete with its own content.

Status is systematic

Success #10B981 · Info #3B82F6 · Warning #F59E0B · Error #EF4444. The same four tokens everywhere; no ad-hoc greens or reds.

Both themes, first-class

Light and dark ship together. Marketing screenshots default to the light theme unless the surface itself is dark (social, video).

Social

Two post templates, no third

Every post is either a Night card (statement + numbers) or a light product card (screenshot + one line). Mark top-left, mono URL bottom, one gradient phrase — that's the whole system. The card is the post's image: your caption sits above it in the feed — scroll to Platforms to see both templates inside real LinkedIn and Facebook posts.

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Night card — a statement with a number, on #0B0D12 with the corner glows. For claims, launches, and pricing math.

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Product card — a real screenshot in a browser frame with one caption line. For features, tips, and release notes.

FormatSizeNotes
Link / OG card1200 × 630The canonical share card ships with the site; per-campaign cards follow the Night template.
Feed post1080 × 1080Same two templates, square crop; headline ≤ 8 words.
Story / Reel cover1080 × 1920Night template only; mark centered top, URL bottom-center.
LinkedIn / Facebook feed1200 × 1200 or 1200 × 627Night or Product template; headline ≤ 10 words, one gradient phrase, mono URL footer.
LinkedIn / Facebook cover1128 × 191 / 820 × 312Night background + horizontal lockup left + one-line tagline; never cram product shots into covers.
Platforms

Same system, different rooms

The two templates never change — what changes is the voice, the length, and the split of Night vs Product cards per platform.

LinkedIn

The business room. Product cards over Night cards (60/40). Lead with an operator's outcome ("closed the month in 2 days"), pricing math welcome, 1–3 short paragraphs, no hashtag walls — three max.

Facebook

The SMB owners' room. Night cards with one big number carry it. Shorter copy than LinkedIn, one question to spark comments, always a link with UTM. Boosted posts reuse the same card — never bespoke ad art.

Instagram

Visual-first: Product cards and short Reels from the video system. Stories use the Night template vertical. Copy is one line + CTA in bio; the comb pattern may appear as a background texture here.

X

The builders' room. Sharpest one-liners, screenshots over cards, threads for build stories. Numbers in the first sentence; the founder voice is allowed to be spikier than the brand account.

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LinkedIn — Night card as the post image, pricing math in the caption.

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Facebook — Product card as the post image; same asset works as the boosted ad.

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Instagram — square Night card; the comb pattern is allowed here as texture.

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X — text leads, screenshot attached; the sharpest one-liner of the day.

✓ Post checklist (all platforms)
One message per post — if the card needs two sentences to explain, it's two posts.
A number in the image or the first line ($29, 5 tools, 3 minutes).
Mark top-left, mono URL bottom — on every card, no exceptions.
Copy follows the voice chapter: confident, specific, zero banned words.
Same visual on every platform that day — the feed IS the brand campaign.
Email marketing

Inbox-quiet, brand-loud

Email is where brands get loud and get deleted. Ours reads like a helpful colleague: 600px, white, one idea, one button.

Subject: Your 5 tools cost $125/user. Here's $29.Preheader: The math on replacing your stack — 2-min read.
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✓ Email rules
Subject ≤ 45 chars, with a number."Your 5 tools cost $125/user" beats "Discover a better way to work".
One gradient CTA per email.Secondary links are plain Teal text. Two buttons halve both.
System fonts, real text.Webfonts break in inboxes: Inter→system stack, no text-in-images, logo as the only image so dark mode can't hurt you.
Plain-text feel.No hero banners, no three-column layouts, no confetti. Short paragraphs, like a colleague wrote it.
Footer always:tagline, backoffice.llc, unsubscribe, preferences. Every email, including product notifications.

Cadence & segments

Onboarding: days 0/1/3/7, each teaching one action. Newsletter: monthly, one feature + one customer story + one number. Win-back: the pricing math, once. Never more than two marketing emails a week to anyone.

Presentations & PDFs

Title slides: Night background, white lockup, one gradient phrase. Content slides: white, Ink, one idea per slide, data in JetBrains Mono, charts with Teal as the single accent series.

Advertising emails

Launch & promo

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Subject: Two months free — switch to annualPreheader: Team drops to $24/user, Business to $41.
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Promo emails state real prices from the pricing page — never invent discounts.

The no-code platform your whole business runs on.
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