[BRAND_NAME_PRIMARY]
Brand Identity Commission
Engagement Package — Variant B (Agency / Studio)
[OPERATOR_LLC] • [PACKAGE_DATE]
---
# 1. Cover Letter
[PACKAGE_DATE]
To the creative director,
[OPERATOR_LLC] is commissioning a complete brand identity system for [BRAND_NAME_PRIMARY] — a
structure-enforcement SaaS platform for self-directed options traders — and we are looking for a
strategic brand partner.
We have done the internal groundwork: voice is locked, color palette is defined, type choices are
made, and three wordmark concept directions exist as working vectors. We have a mascot concept
(Bandz, a raccoon) with a full character brief. What we need is a team that can take that foundation
and build it into a durable brand system — one that holds together across engineering handoffs,
social, iOS, print, and whatever the brand needs to be in three years.
This is Variant B of our engagement package — scoped for a branding agency or studio. The scope
includes the wordmark and mark family, the mascot, and the brand guidelines document that makes
the system self-sustaining.
Budget: [BUDGET_RANGE]. Timeline: [TIMELINE_WEEKS] from kickoff.
The IP assignment clause in Section 6 is subject to review by our counsel before any contract is
executed. We will flag this clearly at the contract stage.
Sincerely,
[OPERATOR_NAME], Founder
[OPERATOR_LLC]
[OPERATOR_EMAIL]
[OPERATOR_PHONE]
[OPERATOR_BUSINESS_ADDRESS]
---
# 2. Background and Context
## What [BRAND_NAME_PRIMARY] is
[BRAND_NAME_PRIMARY] is a structure-enforcement SaaS platform for self-directed retail options
traders. The core thesis: most traders don't fail because they lack knowledge — they fail because
they don't enforce their own entry, credit, and exit rules before emotion gets a vote.
[BRAND_NAME_PRIMARY] is the layer between the idea and the order ticket.
The platform proposes options structures tied to the user's specific dollar target (e.g., "$1,000
of premium this week, max loss $3,000 on SPX"), paper-fills every proposed trade with a full audit
trail, and hands the order to whichever broker the user already uses. Execution is deterministic —
no AI fires orders without a human clicking. AI is used for analysis, proposal generation, and
historical pattern-matching. The platform is broker-agnostic.
For full positioning context, see the attached `docs/marketing/positioning.md`.
## The parent entity
[OPERATOR_LLC] is the Pennsylvania LLC that owns and operates [BRAND_NAME_PRIMARY].
[BRAND_NAME_SECONDARY]
## The audience
The primary user is an active retail options trader with a specific weekly income target — iron
condors, credit spreads, short puts on liquid names like SPX, SPY, QQQ. They have a concrete
dollar goal and track P/L obsessively. They are numbers-fluent, self-directed, and would be
insulted by lifestyle marketing, "passive income" framing, or "democratizing Wall Street" platitudes.
A secondary audience is W2 income-earners running a tax-aware trading strategy alongside a primary
job. For both audiences: the brand must feel like the tool they've been looking for, not a product
that's trying to sell them on a lifestyle. The full persona document is at
`docs/marketing/getraxx-persona-blend-2026-06-05.md` (attached).
## The brand voice
Confident, numbers-fluent, a little irreverent. Not beige-suit fintech. Not crypto-bro.
The hero line is "Stack raxx. No guessing." Voice analogs: Linear (tight), Arc (playful-but-serious),
a dash of Stripe (numbers-are-art). Full voice rules in `docs/design/brand/brief.md` (attached).
## The triple-domain presence
| Domain | Audience | Tone |
|---|---|---|
| `getraxx.com` | Prospective users | Marketing-forward, high-energy, CTA-driven |
| `raxx.app` | Logged-in users | Focused, dark, data-first |
| `raxx.io` | Developers, docs | Relaxed, field-guide |
The brand system must serve all three contexts. The product chrome (`raxx.app`) is dense and
data-heavy; the marketing surface (`getraxx.com`) has a hero, social proof, and a CTA. The mark
family must hold up across both.
---
# 3. What Exists Today
The following internal brand work is complete and provided as input material (attached):
| Document | Contents |
|---|---|
| `docs/design/brand/brief.md` | Voice, triple-domain story, three logo concept directions, recommendations |
| `docs/design/brand/palette.md` | Full color token system — hex values, usage rules, contrast ratios |
| `docs/design/brand/type-system.md` | Space Grotesk / Inter / JetBrains Mono — scale, weights, wordmark treatment |
| `docs/design/brand/logos/raxx-wordmark-a.svg` | Concept A — monospace / developer-tech |
| `docs/design/brand/logos/raxx-wordmark-b.svg` | Concept B — antler-X wordmark |
| `docs/design/brand/logos/raxx-wordmark-c.svg` | Concept C — "get raxx" lockup |
| `docs/design/brand/raxx-brandmark-concepts/01-slash-geometry.png` | Geometric skeleton reference |
| `docs/design/brand/raxx-brandmark-concepts/02-gold-palette-reference.png` | Gold tonality reference |
| `docs/design/brand/raxx-brandmark-concepts/03-monoline-execution.png` | Stroke weight reference |
| `docs/design/brand/raxx-bandz-mascot/README.md` | Bandz the raccoon — full character spec, dual-mark architecture, illustration notes |
Internal recommendation: Concept B (antler-X) as primary wordmark; Concept A for product chrome;
Concept C as secondary social lockup. Treat this as input. We want your read.
---
# 4. Deliverables Checklist
All deliverables are listed with required file formats. These are not optional.
## 4.1 Mark 1 — Marketing / Mascot Wordmark
Full [BRAND_NAME_PRIMARY] wordmark with Bandz the raccoon integrated. See mascot spec in
`docs/design/brand/raxx-bandz-mascot/README.md` for the composition and character direction.
- [ ] SVG — master source, layered, named layers
- [ ] PDF — print-ready (vector)
- [ ] AI or Figma source file — all layers editable
- [ ] PNG @1x, @2x, @3x — transparent background
- [ ] Color variant: full-color on dark
- [ ] Color variant: full-color on light
- [ ] Color variant: 1-color black (on transparent)
- [ ] Color variant: 1-color moss (`#5B8C5A`, on transparent)
- [ ] Color variant: inverted on ink (`#0B0F14` background)
## 4.2 Mark 2 — Product Chrome Wordmark (mascot-free)
Clean [BRAND_NAME_PRIMARY] wordmark: geometric monoline letterforms, gold `/` forward-slash as
left diagonal of the A. Used in product interfaces where mascot would be visual noise.
- [ ] SVG — master source
- [ ] PDF — print-ready
- [ ] AI or Figma source file
- [ ] PNG @1x, @2x, @3x — transparent background
- [ ] All five color variants as specified in 4.1
## 4.3 Secondary Lockup — "get [BRAND_NAME_PRIMARY]" (social / merch)
Lowercase, personality-forward. See Concept C in brief. This is a secondary lockup, not primary.
- [ ] SVG master + PDF
- [ ] PNG @1x, @2x, @3x
- [ ] Color variant: full-color on dark + full-color on light
## 4.4 Brandmark / Favicon Set
Bandz's face — cropped, scalable, recognizable at 16px.
- [ ] SVG — vector, optimized for rasterization
- [ ] ICO — 16/32/48 px multi-size embedded
- [ ] PNG 16 × 16 px
- [ ] PNG 32 × 32 px
- [ ] PNG 64 × 64 px
- [ ] PNG 192 × 192 px (PWA)
- [ ] PNG 512 × 512 px (PWA)
- [ ] PNG 180 × 180 px — Apple Touch Icon
- [ ] PNG 512 × 512 px maskable — W3C safe-zone spec
## 4.5 Monochrome Variants (all marks)
- [ ] Mark 1 — 1-color black, 1-color moss, Bandz silhouette-only (no wordmark)
- [ ] Mark 2 — 1-color black, 1-color gold (`#B08D57`)
- [ ] Secondary lockup — 1-color black
## 4.6 Social Templates
- [ ] Open Graph / Twitter card — 1200 × 630 px (light and dark variants), Figma source
- [ ] Twitter / X profile avatar — 400 × 400 px
- [ ] LinkedIn banner — 1584 × 396 px
- [ ] Instagram square post — 1080 × 1080 px base template with text overlay zones marked
- [ ] Story / Reel vertical — 1080 × 1920 px base template
Deliver as Figma frames + exported PNG. Templates should be editable without designer involvement —
text + hero image layers must be clearly named for non-designer use.
## 4.7 Brand Guidelines Document
8–12 pages PDF covering the full brand system. Required sections:
- [ ] Brand overview — who [BRAND_NAME_PRIMARY] is, the voice brief (1 page)
- [ ] Wordmark usage rules — minimum sizes, clear space, approved color treatments, prohibited uses
- [ ] Mark 1 vs Mark 2 — when to use which (with context examples: app header, marketing hero,
social avatar, PDF report, email signature)
- [ ] Mascot usage rules — when Bandz appears, when he doesn't, composition notes
- [ ] Color palette — all tokens with hex values, usage rules, approved pairings, prohibited pairings
- [ ] Typography — family selection, scale, weights, tabular numerics rule
- [ ] Do's and don'ts — one page of clear visual examples
- [ ] File inventory reference — where source files live, how to re-export
## 4.8 Motion Principles Spec (lightweight)
Not a full motion design system. A 1–2 page written specification covering:
- [ ] Mark animation — how the gold `/` slash can animate on load (CSS shimmer reference only;
engineering implements; spec covers intent, timing, easing, `prefers-reduced-motion` behavior)
- [ ] Bandz animation principles — idle state, entry state, one-shot "reaction" state. Describe
in writing; static reference frames optional but not required.
- [ ] General animation principles — what [BRAND_NAME_PRIMARY] motion should feel like (fast,
precise, no bouncy-SaaS easing)
## 4.9 Illustration System Specification
A written spec (not a full illustration library) for future contract illustrators:
- [ ] Illustration style guide — line weight, fill philosophy, color palette applied to illustrations,
reference examples (3–5 examples from positive reference brands with annotations)
- [ ] Bandz in-context scenes — rough sketches or written briefs for 3 canonical scenes (e.g.,
Bandz studying a chart, Bandz with a paper ledger, Bandz at a terminal)
- [ ] Icon family principles — if the product requires custom icons, what system they should follow
---
# 5. File Format Requirements
**Vector source:**
- SVG: clean vectors, no embedded rasters, no unresolved linked files. Layers named and organized.
- AI or Figma source: fully editable. [OPERATOR_LLC] must be able to open, modify, re-export
without requiring designer involvement post-delivery.
**Raster exports:**
- PNG at specified pixel dimensions. No upscaling from smaller files.
- Transparent background unless explicitly specified otherwise.
- @2x = 2× the @1x pixel dimension.
**PDF:** vector-embedded only.
**ICO:** multi-resolution, 16/32/48 px embedded.
**Figma source (for templates):** shared as a Figma file with [OPERATOR_LLC] as editor, not as an
exported PDF. Templates must be editable by non-designers.
**Delivery format:** zip archive organized by deliverable category. Directory hierarchy:
`mark-1/`, `mark-2/`, `mark-secondary/`, `favicon/`, `monochrome/`, `social-templates/`,
`brand-guidelines/`, `motion-spec/`, `illustration-spec/`. No files in the zip root.
---
# 6. IP Terms — Work-for-Hire and Assignment
## [BLR_REVIEW_REQUIRED — see ip-terms-clause.md]
The full work-for-hire and assignment clause is in the attached `ip-terms-clause.md`. Summary of
key terms (the attached clause governs, not this summary):
1. All deliverables are works made for hire. To the extent any work does not qualify, Designer
irrevocably assigns all rights to [OPERATOR_LLC].
2. Designer retains only portfolio display rights, with prior notice to [OPERATOR_LLC].
3. Designer warrants all work is original and does not infringe any third-party rights.
4. Designer warrants reasonable diligence to avoid marks that replicate existing registered marks.
5. Source files must be delivered. They cannot be withheld as leverage.
6. 24-month non-compete on directly competing products in this category.
7. Governed by Pennsylvania law.
**Trademark posture note:**
[BRAND_NAME_PRIMARY] and [OPERATOR_LLC] are pending USPTO trademark applications
([TRADEMARK_STATUS]). The designer's deliverables must be capable of clearing a USPTO search and
common-law availability check. If conflicts surface after delivery attributable to the Designer's
work, the Designer agrees to provide reasonable redesign services. Trademark clearance is
[OPERATOR_LLC]'s responsibility via its own trademark counsel.
Note on mascot copyright: Bandz the raccoon character is protectable via copyright (automatic on
creation) and trade dress. A separate trademark filing for BANDZ as a design mark is a deferred
question per our trademark counsel. The character copyright and trade-dress rights vest in
[OPERATOR_LLC] at delivery per the work-for-hire clause above.
---
# 7. Timeline
All dates are from kickoff (day 0). Kickoff is the day the agency countersigns the agreement and
[OPERATOR_LLC] delivers the first milestone payment.
| Milestone | Target | Payment trigger |
|---|---|---|
| Kickoff — brief review, Q&A, alignment session | Day 0 | 30% deposit |
| First concepts — 3 mark directions (rough), mascot sketch | Day 10 | — |
| Operator selects direction + redline feedback | Day 14 | — |
| Refinement round + brand guidelines draft outline | Day 21 | 40% on concepts approval |
| Operator sign-off on refinement | Day 25 | — |
| Final delivery — all files, guidelines, motion spec, illustration spec | Day 35–42 | 30% on delivery |
Total timeline: [TIMELINE_WEEKS] from kickoff.
**Revision policy:**
Two structured revision rounds are included in the base scope. A third round can be negotiated
at the contract stage. Revision scope must be scoped to the selected direction — full-direction
changes after Gate 2 are out of scope and billable.
---
# 8. Budget Range and Payment Terms
Budget: **[BUDGET_RANGE]**
**Payment structure:**
[PAYMENT_TERMS]
Payment method: bank transfer / wire preferred. Other methods by agreement with 3% processing fee.
Final delivery files and source files are released upon receipt of the final payment.
---
# 9. Reference Brands
See attached `reference-brands.md` for the full positive and negative reference set with explanations.
**Quick summary for agency context:**
Positive analogs: Linear (precision + dark-first mark), Arc (warmth + personality in a product
brand), Stripe (palette discipline + numbers-as-art ethos). At the mascot and illustration level:
Figma's character work, Notion's illustrated collateral.
Negative guardrails: Bloomberg beige-suit legacy, E*TRADE retail-beginner palette, crypto-bro neon
saturation, Robinhood's post-2021 aspirational gloss, generic rounded-SaaS sameness.
We would ask that the agency's kickoff materials reference this document and confirm their read on
the brand territory before first concepts are presented.
---
# 10. Approval Gate Sequence
[OPERATOR_LLC] commits to feedback turnaround within 2 business days at each gate.
**Gate 1 — Kickoff**
Agency and [OPERATOR_LLC] align on brief, reference material, and open questions. Agreement
countersigned. Deposit paid. Kickoff meeting (video or async) scheduled.
**Gate 2 — First Concepts (3 directions)**
Agency presents three mark directions at a rough / directional quality — not pixel-perfect. The
purpose is to confirm strategic direction, not refine execution. [OPERATOR_LLC] selects one
direction with written feedback. Hybrid notes (take X from option 1, Y from option 2) are fine.
**Gate 3 — Refinement + Brand Guidelines Outline**
Agency refines selected direction to production quality. Mascot is at refined-sketch stage. First
draft of brand guidelines outline is submitted. [OPERATOR_LLC] provides written feedback or approves.
Second milestone payment triggered on written approval of this gate.
**Gate 4 — Final Delivery**
Agency delivers all files per the deliverables checklist (Sections 4.1–4.9). [OPERATOR_LLC] audits
within 3 business days. Missing formats or technical defects flagged for correction before final
payment.
---
# 11. Submission and Next Steps
**To initiate an engagement:**
1. Reply to [OPERATOR_EMAIL] with a credentials deck or portfolio samples (wordmark, mascot/
character, and preferably a brand guidelines example) and your read on scope fit.
2. [OPERATOR_LLC] will reply within 3 business days.
3. If scope fits, [OPERATOR_LLC] will share a contract based on the terms in this package
(IP clause pending BLR review before execution).
4. Agency countersigns the contract and invoices for the first milestone.
5. [OPERATOR_LLC] pays first milestone within 5 business days of countersign.
6. Kickoff session scheduled. Clock starts on day 0.
**Invoice address:**
[OPERATOR_LLC]
[OPERATOR_BUSINESS_ADDRESS]
[OPERATOR_EMAIL]
**Questions:**
Direct all project questions and correspondence to [OPERATOR_EMAIL]. Response within 1 business day.
---
*[BRAND_NAME_PRIMARY] Brand Identity Engagement Package — Variant B (Agency / Studio)*
*[OPERATOR_LLC] — [PACKAGE_DATE]*
*IP terms flagged [BLR_REVIEW_REQUIRED] — see ip-terms-clause.md — do not sign before counsel review*