Raxx — Scope, Deliverables, and RFP Response Instructions

For: heartbeat (heartbeat.ua) Primary contact — heartbeat: Dima Lepokhin, co-founder (hello@heartbeat.ua) Prepared by: Kristerpher Henderson, MooseQuest LLC (dba Raxx) Date: June 25, 2026 Response requested by: July 10, 2026

1. Engagement overview

MooseQuest LLC is commissioning a complete brand identity system for Raxx — a structure-enforcement SaaS platform for self-directed retail options traders. We are looking for a strategic brand partner, not a production shop.

Internal groundwork is complete: voice is locked, color palette is defined, type choices are made, and three wordmark concept directions exist as working SVG vectors. A mascot character (Bandz, a raccoon) has a full written spec. 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, and whatever the brand needs to be in three years.

This engagement is scoped as a discrete, closed deliverable. We are not looking for an ongoing brand retainer. The output is a documented system that our engineers, marketing team, and future contract illustrators can use without requiring the studio's involvement.

2. Background

For full context, see the attached brand brief. Summary:

• What Raxx does: Structure-enforcement for self-directed options traders. Paper-first audit trail. Deterministic execution. AI analysis on the user's own historical data only. Never predictive. Never autonomous.
• The user: Active retail options trader with a concrete weekly income target. Numbers- fluent, self-directed. Would be insulted by lifestyle marketing or AI-magic promises.
• Visual direction: Confidence Engine. Calm precision with a small wink at itself. Palette: ink (#0B0F14), moss (#5B8C5A), antler bronze (#B08D57), snow (#F5F5F0). Type: Space Grotesk / Inter / JetBrains Mono.
• Positive brand analogs: Linear, Arc Browser, Stripe. At the mascot level: Notion, Figma.
• Hard guardrails: No beige-suit fintech, no crypto-bro neon, no generic rounded SaaS, no aspirational lifestyle framing.

3. What exists today (input material delivered at kickoff)

Internal recommendation: Concept B (antler-X) as primary wordmark; Concept A for product chrome; Concept C as secondary social lockup. Treat this as directional input. We want heartbeat's read on whether that recommendation holds.

4. Deliverables checklist

All deliverables below are required unless explicitly marked optional. File format requirements are in Section 5.

4.1 Mark 1 — Marketing wordmark with mascot integration

Full Raxx wordmark with Bandz integrated. Mascot spec is in the kickoff materials.

• [ ] SVG — master source, layered, named layers
• [ ] PDF — print-ready (vector)
• [ ] AI or Figma source file — all layers editable
• [ ] PNG at 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 Raxx wordmark for product interfaces where the mascot would be visual noise. Geometric monoline letterforms; gold forward-slash as left diagonal of the X in RAXX.

• [ ] SVG — master source
• [ ] PDF — print-ready
• [ ] AI or Figma source file
• [ ] PNG at 1x, 2x, 3x — transparent background
• [ ] All five color variants as specified in 4.1

4.3 Secondary lockup — "get raxx" (social / merch)

Lowercase, personality-forward. This is a secondary lockup, not the primary.

• [ ] SVG master and PDF
• [ ] PNG at 1x, 2x, 3x
• [ ] Color variant: full-color on dark and full-color on light

4.4 Brandmark / favicon set

Bandz's face — cropped, scalable, recognizable at 16px.

• [ ] SVG — vector, optimized for rasterization
• [ ] ICO — 16/32/48px multi-size embedded
• [ ] PNG 16 x 16 px
• [ ] PNG 32 x 32 px
• [ ] PNG 64 x 64 px
• [ ] PNG 192 x 192 px (PWA)
• [ ] PNG 512 x 512 px (PWA)
• [ ] PNG 180 x 180 px (Apple Touch Icon)
• [ ] PNG 512 x 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 x 630 px (light and dark variants), Figma source
• [ ] Twitter / X profile avatar — 400 x 400 px
• [ ] LinkedIn banner — 1584 x 396 px
• [ ] Instagram square post — 1080 x 1080 px base template with text overlay zones marked
• [ ] Story / Reel vertical — 1080 x 1920 px base template

Deliver as Figma frames and exported PNG. Templates must be editable without designer involvement: text and hero image layers clearly named for non-designer use.

4.7 Brand guidelines document

8-12 pages PDF. Required sections:

• [ ] Brand overview — who Raxx 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 (context examples: app header, marketing hero, social avatar, PDF report, email signature)
• [ ] Mascot usage rules — when Bandz appears, when he does not, 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 specification (lightweight)

Not a full motion design system. A 1-2 page written specification:

• [ ] Mark animation — how the gold slash can animate on load (CSS shimmer reference; engineering implements; spec covers intent, timing, easing, and prefers-reduced-motion behavior)
• [ ] Bandz animation principles — idle state, entry state, one-shot reaction state. Written description; static reference frames are optional but not required.
• [ ] General animation principles — what Raxx motion should feel like (fast, precise; no bouncy SaaS easing)

4.9 Illustration system specification (written spec, not a library)

A written spec for future contract illustrators:

• [ ] Illustration style guide — line weight, fill philosophy, palette applied to illustrations, 3-5 reference examples from positive analogs with annotations
• [ ] Bandz in-context scenes — rough sketches or written briefs for 3 canonical scenes (e.g., Bandz sizing up a position, Bandz with a trade ledger, Bandz at a terminal)
• [ ] Icon family principles — if the product requires custom icons, what system they follow

5. File format requirements

Vector source: - SVG: clean vectors, no embedded rasters, no unresolved linked files. Layers named and organized. No artboard-only exports — the SVG file must be independently usable. - AI or Figma source: fully editable. MooseQuest LLC must be able to open, modify, and re-export without requiring studio involvement post-delivery.

Raster exports: - PNG at specified pixel dimensions. No upscaling from smaller files. - Transparent background unless explicitly specified otherwise. - 2x = 2 times the 1x pixel dimension.

PDF: vector-embedded only. No flattened raster PDFs.

ICO: multi-resolution (16/32/48px) embedded in a single file.

Figma source (for templates): shared as a Figma file with MooseQuest LLC as editor, not as an exported PDF. Templates must be editable by non-designers — text and hero image layers clearly named.

Delivery format: zip archive organized by deliverable category. Directory structure: 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

Note to heartbeat: The terms below are a plain-English preview, not a contract. We're sharing them now purely for transparency, so nothing in the eventual agreement is a surprise. You don't need to agree to anything at this stage — when we reach the contract step, we'll send a short, standard work-for-hire agreement to review together.

Summary of key terms (the contract clause governs, not this summary):

1. All deliverables are works made for hire under 17 U.S.C. § 101. To the extent any work does not qualify, heartbeat irrevocably assigns all rights to MooseQuest LLC.
2. MooseQuest LLC must be able to open, modify, and re-export all source files without studio involvement post-delivery. Source files cannot be withheld.
3. heartbeat retains portfolio display rights with prior written notice to MooseQuest LLC.
4. heartbeat warrants that all work is original and does not infringe any third-party intellectual property rights.
5. heartbeat agrees to use reasonable professional diligence to avoid marks that replicate existing registered marks in the USPTO or other relevant jurisdictions.
6. 24-month non-compete on directly competing products in this category (options-trading structure enforcement, paper-trade journaling, AI-assisted options proposal generation for retail traders).
7. Governed by the laws of the Commonwealth of Pennsylvania.

Trademark posture: The RAXX trademark application is currently deferred pending a post-launch review. The MOOSEQUEST parent application is in preparation. Counsel is Matthew Crosby, Schwartz Intellectual Property Law, PLLC. Deliverables must be designed with USPTO clearance in mind; trademark clearance is MooseQuest LLC's responsibility via its own trademark counsel.

Mascot copyright: Bandz the raccoon is protectable via copyright (automatic on creation) and trade dress. Copyright and trade-dress rights vest in MooseQuest LLC at delivery per the work-for-hire clause. A separate trademark filing for BANDZ as a design mark is a deferred question per our trademark counsel.

7. Timeline and milestones

All dates are from kickoff (day 0). Kickoff is the day heartbeat countersigns the agreement and MooseQuest LLC delivers the first milestone payment.

Total duration: approximately 5-7 weeks from kickoff.

Brand deliverables target: Sufficient lead time to support Raxx's 2026 public launch. Specific launch date is not public; heartbeat should plan to complete delivery no later than October 31, 2026 to give engineering and marketing time to integrate the system before public launch.

Revision policy: Two structured revision rounds are included in the base scope. A third round can be negotiated at the contract stage. Revision scope is limited to the selected direction — full-direction changes after Gate 3 (refinement sign-off) are out of scope and billable separately.

8. Budget and payment structure

MooseQuest LLC is not naming a budget ceiling in this RFP. We are asking heartbeat to propose a fee and payment structure that reflects the scope as written in Sections 3-4 of this document.

In your proposal, please include:

• Your proposed total fee for the full scope in Sections 4.1-4.9
• Your proposed payment structure (we anticipate milestone-based; see Section 7)
• Whether any deliverable in Sections 4.1-4.9 is out of scope for your studio or would require a subcontractor — identify this explicitly so we can plan accordingly
• Whether the scope as written is appropriately sized for your sprint model or whether you would propose phasing any deliverables

Payment method: bank transfer preferred. Other methods by agreement; 3% processing fee applies to card payments.

Final delivery files and source files are released upon receipt of the final milestone payment. Milestone payments are released within 5 business days of the triggering event.

9. Reference brands (brief)

Full positive and negative reference brand annotations are in the attached brand brief. Quick summary:

Positive analogs: Linear (precision, dark-first mark), Arc Browser (warmth and personality in a dark-first product), Stripe (palette discipline and numbers-as-art ethos). At the mascot and illustration level: Notion, Figma.

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 ask that heartbeat's kickoff materials confirm their read on this brand territory before first concepts are presented.

10. Approval gate sequence

MooseQuest LLC commits to feedback turnaround within 2 business days at each gate.

Gate 1 — Kickoff heartbeat and MooseQuest LLC align on brief, reference material, and open questions. Agreement countersigned. Deposit paid. Kickoff meeting (video or async) scheduled. heartbeat reviews all input materials from Section 3 and reflects the brief back in their own words before first concepts begin.

Gate 2 — First concepts (3 directions) heartbeat presents three mark directions at rough / directional quality. The purpose is to confirm strategic direction, not refine execution. MooseQuest LLC selects one direction with written feedback. Notes that blend elements of multiple directions are acceptable at this stage.

Gate 3 — Refinement and brand guidelines outline heartbeat refines selected direction to production quality. Mascot at refined-sketch stage. First draft of brand guidelines outline submitted. MooseQuest LLC provides written feedback or approval. Second milestone payment triggered on written approval.

Gate 4 — Final delivery heartbeat delivers all files per Sections 4.1-4.9. MooseQuest LLC audits within 3 business days. Missing formats or technical defects flagged for correction before final payment release.

11. How to respond

Requested response date: July 10, 2026 (two weeks from send).

To respond to this RFP:

1. Reply to kris@raxx.app with your proposal. Address it to Kristerpher Henderson.
2. Include: your proposed fee and payment structure (Section 8), your read on scope fit, any deliverables you would flag as out of scope or subcontracted, work samples most relevant to this brief (wordmark systems, mascot/character work, brand guidelines documents), and your availability for a kickoff in the July-August 2026 window.
3. Optionally: share your read on the Concept B (antler-X) wordmark recommendation. We want the studio's perspective before committing to a direction.
4. MooseQuest LLC will reply within 3 business days of receiving a complete proposal.
5. If scope fits and terms align, MooseQuest LLC will share a draft contract based on the IP terms in Section 6.
6. heartbeat countersigns and invoices for the first milestone payment.
7. MooseQuest LLC pays the first milestone within 5 business days of countersign.
8. Kickoff session scheduled. Clock starts on day 0.

Questions before responding: Direct all questions to kris@raxx.app. Response within 1 business day.

Invoice address: MooseQuest LLC c/o Northwest Registered Agent 502 W 7th St, Ste 100 Erie, PA 16502-1333 kris@raxx.app

Raxx Brand Identity Engagement Package — heartbeat MooseQuest LLC (dba Raxx) — June 25, 2026 This is a request for proposal, not a contract.