Raxx — Brand Brief
For: heartbeat Prepared by: Kristerpher Henderson, MooseQuest LLC (dba Raxx) Date: June 25, 2026 Marketing site: getraxx.com
What Raxx is
Raxx is a structure-enforcement platform for self-directed retail options traders. The product thesis is simple: most traders do not fail because they lack knowledge. They fail because they do not enforce their own entry, credit, and exit rules before emotion gets a vote. Raxx is the layer between the idea and the order ticket.
The platform lets a user define the exact parameters of a trade setup — strike, credit target, max loss, expiry window — paper-fills every proposed trade with a full audit trail, and hands the finalized order to whichever broker the user already uses. Execution is deterministic: no order fires without the user clicking. The AI layer handles analysis, pattern-matching against the user's own historical data, and proposal generation against a stated dollar target. It never predicts. It never acts autonomously.
Raxx is retrospective on the user's own data. Everything it surfaces — win rates, conviction patterns, historical performance of a setup — comes from what the user has already done, not from external market predictions or general-population statistics.
The broker is the user's choice. Raxx does not name, recommend, or brand around any specific brokerage. Raxx is the strategy layer; the user's existing broker is the execution layer.
The parent entity
Raxx is the customer-facing brand. The operating entity is MooseQuest LLC, a Pennsylvania single-member LLC. The brand system must work under both the product name (Raxx) and reflect the MooseQuest lineage through the mascot identity — a moose and antler visual vocabulary that grounds the brand in something with character, not in generic fintech chrome.
Who Raxx is for
The primary user is an active retail options trader running a weekly income strategy — iron condors, credit spreads, short puts on liquid names. 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: the brand must feel like the tool they have been looking for, not a product that is trying to sell them a lifestyle.
The visual direction — Confidence Engine
The internal direction lock is called the Confidence Engine. It describes the brand register as: calm precision with a small wink at itself. Not beige-suit fintech. Not crypto-bro neon.
Color palette (tokens already defined):
| Token | Hex | Role |
|---|---|---|
| Ink | #0B0F14 |
Primary dark background; warm, not pure black |
| Moss | #5B8C5A |
Primary accent; earthy, desaturated — NOT electric green |
| Antler bronze / gold | #B08D57 |
Secondary accent; the luster of antler, not gilt |
| Snow | #F5F5F0 |
Light surface; warm off-white |
These tokens have specific jobs. They are not decorative. Moss drifting toward electric green, or gold toward coin-yellow, are both failure modes.
Typography (choices already made):
- Display / wordmark: Space Grotesk
- Body / UI: Inter
- Code / data: JetBrains Mono
Tabular numerics are required throughout — this is a numbers-first product.
Voice: Confident, numbers-fluent, a little irreverent. The hero line is "Stack raxx. No guessing." Analogs at the voice level: Linear (tight), Arc (playful-but-serious), a dash of Stripe (numbers-are-art).
What we already have
The following internal brand work is complete and will be shared with heartbeat at kickoff:
| Asset | Contents |
|---|---|
| Brand brief (internal) | Voice rules, triple-domain presence, three wordmark directions |
| Color token system | Full hex values, usage rules, approved pairings, contrast ratios |
| Type system | Space Grotesk / Inter / JetBrains Mono scale, weights, wordmark treatment |
| Wordmark concepts A, B, C | Three working SVG directions (developer-tech, antler-X, get-raxx lockup) |
| Mascot spec — Bandz | Full character brief for Bandz the raccoon: proportions, fur palette, expression register, composition notes |
Internal recommendation is Concept B (antler-X) as primary wordmark. We want heartbeat's read on that recommendation — it is input, not a constraint.
The mascot — Bandz
Bandz is a raccoon. The character is named after the distinctive facial mask bands that define the raccoon silhouette — the same visual motif that gives the brand its "structured, recognizable" mark at small sizes.
The character register is: composed, observant, slightly knowing. Bandz is not a cartoon mascot with googly eyes. Bandz is an adult-but-warm illustration character: someone who knows what they are doing, is good at it, and has a quiet sense of humor about it.
Not: dollar signs in eyes, suits and ties, skateboard energy, sports-mascot scale. Yes: alert posture, raccoon mask reading as clean continuous bands, gold gradient only on the tail's main stripe, adult illustration register comparable to Notion's character work or Figma's illustrated collateral.
The three-domain presence
Raxx operates across three distinct contexts:
| 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. The product chrome (raxx.app) is dense and
data-heavy; the marketing surface (getraxx.com) has a hero, social proof, and a call
to action. The mark family must hold up across both — at 16px in a browser favicon and
at full size in a marketing hero.
Reference brands
Positive — aim here:
- Linear — wordmark precision, dark-first aesthetic, dual-use product/favicon mark
- Arc Browser — warmth and personality without losing credibility in a dark-first product
- Stripe — palette discipline, numbers-as-art ethos, marks that survive any context
- Notion / Figma — illustrated character work with adult-but-warm register
Negative — these are the guardrails:
- Bloomberg Terminal — beige-suit legacy; authority through weight, not craft
- E*TRADE / TD Ameritrade — retail-brokerage palette (electric blue, stock-chart green)
- Crypto-bro neon — high saturation, gaming-keyboard RGB, rocket-ship iconography
- Robinhood (post-2021 rebrand) — glossy, smooth, aspirational lifestyle for beginners
- Generic rounded SaaS — blue-on-white, abstract letter in rounded square, forgettable
The specific traps:
Moss can drift toward electric green if value and saturation shift. It must not. Dark-first can slide into crypto-aesthetic very quickly if accents lean saturated. They must not. "Serious finance" must not drift into "beige-suit fintech." These are different things.
What we are asking heartbeat to explore
A complete brand identity system built on the foundations above. The full deliverables list is in the attached scope document, but the orientation question for heartbeat is this: can you take a brief this specific — with tokens already defined, character already sketched, voice already locked — and build it into a system that holds together across product chrome, marketing site, social, and iOS without losing the structural intentionality that defines the brief?
If the answer is yes, we want to see your read on the scope and your proposed fee.
MooseQuest LLC (dba Raxx) — kris@raxx.app — getraxx.com c/o Northwest Registered Agent, 502 W 7th St, Ste 100, Erie, PA 16502-1333