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What we want to convey

We are not trying to appeal to the mass market. Our goal is not to be another horizontal, undifferentiated project management tool. The world doesn’t need another Asana, Trello, Linear, Notion, Airtable, Monday.com, ClickUp, Jira, Wrike etc. We are focused specifically on marketing teams. Great marketing is part art, part science. You need both, and we are the best platform on the planet to manage the science part.

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What we want to look and sound like

Our aim is to look and feel less like a brand agency and more like engineering company - think GitHub and SpaceX, not Ogilvy and WPP. Words that reflect who we are:
Science, testing, process, evidence, data, numbers, data, hypotheses, experiments, frameworks, metrics, logic, evidence, analytics, rigour, agile and measurable.
Words we try to avoid:
Art, brand, opinions, beliefs, uncertainty, big bets, media, agency, awareness, powerpoint, opinions, assumptions and annual planning.

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Inspired by Attio

We love Attio (https://attio.com/) as a new company competing in the ultra competitive CRM space. They have achieved differentiation with a high-end engineering feel:
  • No loud primary colours
  • Dark neutrals
  • Lots of whitepsace
  • Minimal distractions (minimal but not cold)
  • Strong typography
  • Subtle gradients
CleanShot 2025-10-27 at 23.03.00@2x.png For more info see https://strategybreakdowns.com/p/how-attio-does-design. We also like https://knock.app/.

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Colours

See colours guide

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Typography

See typograpy guide

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Imagery

Use this prompt for AI image generation 
Model: GPT Image 1
Quality: High
Resolution: 1536x1025

Create a header image for this content:

<content>

Style: Modern minimalist with generous white space.
Primary Colors: #27272a
Accent Colors: #27272a
Typography: Minimal or no text to maintain the minimalist aesthetic
Create a PNG image

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Additional style guidelines

Other considerations:
  1. Minimalist, clean and simple
  2. Sharp/square edges (rather than rounded)
  3. Square buttons, no rounded edges
  4. Other useful tips https://jasonlbeggs.com/blog/tips-for-good-ui-implementation
Above all else, don’t reinvent the wheel. Avoid custom at all costs. Take best practises, components, styles and recommendations and inspiration from existing libraries such as: