# Shawn Black — Brand Guidelines

Use this guide to ensure all content, reports, and materials align with the Shawn Black brand identity.

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## 1. Brand Voice & Tone

- **Clear, direct, and results-driven.** No corporate jargon. No fluff.
- **"No BS" attitude** — speak plainly, get to the point.
- **Strategic and authoritative** without being arrogant.
- **Never use em dashes (—)** in copy. Use periods or commas instead.
- **Avoid overused buzzwords** like "synergy," "leverage," "paradigm shift."
- Write like you're talking to a smart executive who values their time.

### Example Phrases
- "Real results, real impact."
- "We hit your unique challenges head-on."
- "Built for how you actually operate."

### Avoid
- "We leverage cutting-edge synergies to drive paradigm shifts..."
- Passive voice and hedging language
- Overly formal or academic tone

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## 2. Color Palette

All colors use HSL format.

| Token | HSL Value | Usage |
|-------|-----------|-------|
| **Background** | `hsl(220, 20%, 4%)` | Primary background (near-black navy) |
| **Foreground** | `hsl(0, 0%, 98%)` | Primary text (near-white) |
| **Primary (Cobalt Blue)** | `hsl(215, 85%, 55%)` | Buttons, links, accents, highlights |
| **Primary Light** | `hsl(220, 90%, 65%)` | Hover states, gradient endpoints |
| **Primary Dark** | `hsl(215, 85%, 45%)` | Active states |
| **Card Surface** | `hsl(220, 15%, 8%)` | Card backgrounds, elevated surfaces |
| **Secondary** | `hsl(220, 15%, 12%)` | Secondary surfaces, tags |
| **Muted Text** | `hsl(220, 10%, 60%)` | Subtitles, captions, secondary text |
| **Border** | `hsl(220, 15%, 18%)` | Borders, dividers |

### Color Rules
- **Dark theme only.** This brand does not use light mode.
- Cobalt Blue is the sole accent color. No purple gradients, no teal, no orange.
- Text is always high-contrast white on dark backgrounds.
- Use `primary/10` (10% opacity cobalt) for subtle background highlights on tags and badges.

### Gradients
- **Primary Gradient:** `linear-gradient(135deg, hsl(215 85% 50%), hsl(220 90% 60%), hsl(215 85% 55%))`
- **Dark Gradient:** `linear-gradient(180deg, hsl(220 20% 4%), hsl(220 15% 8%))`
- **Card Gradient:** `linear-gradient(145deg, hsl(220 15% 10%), hsl(220 15% 6%))`

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## 3. Typography

| Role | Font | Weights | Usage |
|------|------|---------|-------|
| **Display / Headlines** | Space Grotesk | 400, 500, 600, 700 | H1-H6, brand headers, navigation |
| **Body** | Inter | 300, 400, 500, 600 | Paragraphs, descriptions, UI text |

### Typography Rules
- Headlines are always **bold** (`font-weight: 700`).
- Use tight letter-spacing on headlines (`tracking-tight`).
- Body text uses regular weight (400) with light (300) for subtle captions.
- **Never use:** Poppins, Inter for headlines, or any serif fonts.

### Hierarchy
- **H1:** 4xl-6xl (36-60px), bold, Space Grotesk
- **H2:** 3xl-5xl (30-48px), bold, Space Grotesk
- **H3:** 2xl-3xl (24-30px), bold, Space Grotesk
- **Body:** base-lg (16-18px), regular, Inter
- **Caption/Muted:** sm (14px), Inter, muted color

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## 4. Visual Aesthetic

### Overall Style: "Contemporary Blue-Collar Upscale"

This brand sits at the intersection of high-end tech consulting and hands-on trades/service industry work.

### Photography Guidelines
- **Office interiors:** Modern open-concept spaces with black painted ceilings, exposed ductwork, red brick mixed with clean white walls, contemporary white standing desks, industrial Edison bulb lighting.
- **Vehicles:** Modern, unmarked white Mercedes Sprinter vans. Never old vehicles, never labeled/branded wraps.
- **Buildings:** Modern commercial facilities. Never old or run-down structures.
- **People:** Casual tech-startup attire (sweaters, cardigans, quarter-zips). No suits, no ties. Professional but approachable.
- **Aspect ratio:** 3:2 landscape for portfolio/venture cards. 16:9 for hero banners.

### Shawn Black Visual Identity
- White male, round face, rectangular glasses, spiky hair with gray on sides.
- Trimmed beard with white/gray at temples and chin.
- Typically wears a black quarter-zip pullover with a small white signature logo.
- Presented as an engaged advisor, often at a boardroom table or in a modern office setting.
- Avoid bulky silhouettes.

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## 5. Brand Architecture

### Parent Brand
**Shawn Black** — Executive Coaching & AI Consulting

### Portfolio Companies (Ventures)
| Company | Tagline | Focus |
|---------|---------|-------|
| **OnyxFM** | AI-Powered Facility Management | IFM, AI, IoT, Robotics, nationwide vendor network |
| **Deployd** | Custom Software for Trades & Services | AI-powered platforms for trades businesses |
| **FacilityVibe** | The All-in-One FM Platform | 9-module SaaS platform (operations, CRM, sales, marketing, accounting) |

### Service Lines
- Executive Coaching
- AI Consulting
- AI Training & Workshops
- AI & Robotics
- Strategic Planning
- Speaking Engagements
- Fireside Chats
- Podcasts

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## 6. UI & Layout Patterns

### Cards
- Dark card surface (`hsl(220, 15%, 8%)`) with subtle border (`hsl(220, 15%, 18%)`)
- Rounded corners (`0.75rem` / 12px)
- Generous padding (32-48px)

### Buttons
- **Primary:** Cobalt blue background, white text, rounded
- **Outline:** Transparent with cobalt border, cobalt text
- Always include an icon (ArrowRight for CTAs, ExternalLink for external links)

### Tags/Badges
- Small rounded pills
- Background: `primary/10` (10% opacity cobalt)
- Text: Cobalt blue
- Border: `primary/20` (20% opacity cobalt)
- Font: xs (12px), medium weight

### Animations
- Subtle fade-up on scroll reveal (20px translate, 0.6s ease-out)
- Parallax on hero images
- Glow pulse on accent elements (5s infinite ease-in-out)
- No flashy or distracting animations

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## 7. Content Guidelines

### Headlines
- Short, punchy, action-oriented
- Use cobalt blue for the key word: "AI-Powered **Facility Management**"
- Max 8-10 words

### Descriptions
- 1-3 sentences max for card descriptions
- Lead with the problem or outcome, not the feature
- Use "you/your" language, not "we/our" when possible

### CTAs
- Action verbs: "Learn More," "Book a Call," "Get Started," "Visit Website"
- Always paired with a directional icon

### Tagline
"Real results, real impact."

### Location
California-based.

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## 8. Document & Report Formatting

When producing reports, presentations, or documents for this brand:

1. **Use dark backgrounds** (navy/black) with white text where possible.
2. **Cobalt blue for headers, highlights, and accent elements.**
3. **Space Grotesk for titles/headers**, Inter for body text.
4. **Keep charts and data visualizations** in the cobalt blue palette with white labels.
5. **Tables** should use dark backgrounds with subtle borders, not heavy grid lines.
6. **Icons** should be minimal line-style (Lucide icon set preferred).
7. **No stock photo cliches** — no handshakes, no people pointing at screens, no generic "AI brain" imagery.
8. **Footer:** "© [Year] Shawn Black. All rights reserved. California-based. Real results, real impact."

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## 9. What NOT to Do

- ❌ Light/white backgrounds
- ❌ Purple, teal, orange, or multi-color gradients
- ❌ Serif fonts or decorative typefaces
- ❌ Em dashes in copy
- ❌ Corporate buzzwords and jargon
- ❌ Stock photography with suits, handshakes, or generic office scenes
- ❌ Labeled/branded vehicle wraps in imagery
- ❌ Light mode designs
- ❌ Rounded/bubbly UI (keep it sharp and professional)
- ❌ Mentioning "Supabase" — backend is referred to as "Lovable Cloud"