# Deep Orbit — Brand Guide
*Distilled from `product/deep-orbit-product-design-from-image-spec.md` and `product/deep-orbit-product-description.md`*
*Version 1.0 — April 2026*

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## 1. Brand Identity

### Name
**Deep Orbit**

Two words, no abbreviation. Not "DeepOrbit", not "DO". The space is load-bearing — "orbit" as a standalone word carries the astronomical, cyclical, always-returning meaning the product is built on.

### AI Persona Name
**Peak**

The AI assistant is named Peak. This is the name used in all user-facing copy: "Chat with Peak", "Peak noticed a pattern", "Ask Peak". Peak is the voice of the Orchestrator — not a chatbot, not an assistant in the Siri sense, but a persistent intelligence that knows the user over time.

Peak is not anthropomorphized beyond the name. It does not have a face, a cartoon avatar, or a personality description. Its identity is expressed through the quality of its observations, not through character traits.

### Agent Mark
A crystalline green diamond icon (24×24px, `#2ECC71`). Appears at the top of the Agent Check-in modal. This is the only visual representation of the Deep Orbit agent identity in the current design — it is not a logo, but a system indicator. It signals "this is Peak speaking" without requiring a face.

### Made by
**Bold Slab LLC**

Not prominent in product UI. Appears only in presentation/pitch contexts and in the footer of pitch materials.

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## 2. Brand Positioning

### One-Line
The personal intelligence OS that knows you better over time — and never sells what it knows.

### Core Differentiation
Deep Orbit resolves the **Privacy-Intelligence Paradox**: every product that builds deep intelligence about you monetizes it against you (Google, Meta). Every privacy-respecting product stays too shallow to be useful (Apple Notes). Deep Orbit delivers both — intelligence that deepens with use, and a privacy architecture that makes data monetization structurally impossible, not just promised.

### Three USP Pillars (non-negotiable, must be architecturally co-present)
1. **Biometric-aware scheduling** — wearable data routes directly into calendar decisions; no existing product does this
2. **Ephemeral intelligence pipeline** — journal content is processed then cryptographically deleted; only signal objects persist
3. **Proactive cross-domain synthesis** — the Orchestrator combines sleep, emotion, and calendar signals without the user asking

### Target Personas

**Primary — Overwhelmed Optimizer**
25–40, knowledge worker, health-conscious, already owns Apple Watch or Oura Ring. Pays for multiple apps (Whoop, Motion, Day One, ChatGPT Plus) that do not interoperate. Core JTBD: "Help me feel like I'm making progress on what actually matters without spending 45 minutes managing my own system."

**Secondary — Privacy-Conscious High-Earner**
30–50, professional, avoids data-harvesting platforms by deliberate choice. Core JTBD: "I want a personal AI assistant I can trust with my journal entries — not OpenAI, not Google." Converts on the credibility of the privacy architecture, not the feature list. The deletion confirmation UI and audit log are product requirements for this persona, not nice-to-haves.

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## 3. Visual Identity

### Color Philosophy

**Black is the ground truth.** Every screen starts at `#000000`. The product lives at the edges of the day — 5:45am alarm, late-night journal entry. Black does not fight the context.

**The ambient glow is the product's warmth signal.** A teal radial gradient (`rgba(0,200,170,0.12)`) anchored at the top-right corner of every screen is the only persistent decorative element. It reads as an environmental light source — subtle, not a feature. It is the product's emotional temperature: cool but alive.

**Domain colors are the data, not decoration.** The four domain colors (red/green/blue/orange) are not a brand palette in the marketing sense — they are a data encoding system. Their job is to make Work/Free Time/Sleep/Tasks instantly distinguishable in a grid of tiny blocks at 5am without reading labels. They do that job before they do anything aesthetic.

### Primary Brand Colors

| Role | Hex | Notes |
|---|---|---|
| Black (ground) | `#000000` | Background on all screens |
| White (primary text) | `#FFFFFF` | Headings, primary values |
| Teal (ambient / accent) | `rgba(0,200,170,0.8)` | Energy slider fill; ambient glow; brand warmth signal |
| Green (agent mark) | `#2ECC71` | Agent diamond icon only |

### Domain Colors (data encoding, not decoration)

| Domain | Hex |
|---|---|
| Work / School | `#E8453C` |
| Free Time | `#34A85A` |
| Sleep | `#2F7FE8` |
| Other / Tasks | `#F0900A` |

### Taxonomy Colors (amber family, one palette chosen globally)

All taxonomy colors live within the orange/amber spectrum — grounding the goal/mission system as part of the "tasks" domain, not a separate visual universe. Recommended palette (Option A):

| Level | Hex |
|---|---|
| Journey (years) | `#92400E` |
| Mission (months) | `#D97706` |
| Orbit (weeks) | `#F59E0B` |
| Goal (days) | `#FCD34D` |

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## 4. Typography Identity

### Typefaces
- **SF Pro Display** — display headings, screen titles. Conveys native iOS quality. Not a custom brand font — intentionally system-native.
- **SF Pro Text** — all UI text, labels, body copy.
- **SF Mono** — data values only: HRV, sync timestamps, percentages, time codes. Monospace signals precision and measurability.

The choice of system fonts is a brand statement: Deep Orbit is not trying to look distinctive through typography. It trusts that the *data* is the distinctive thing. Custom fonts would compete with the information; system fonts serve it.

### Title Typeset
Screen titles are set at 42px SF Pro Display Light/300 in white. The light weight on a black background reads as elegant and precise — not heavy, not aggressive. This is the product's typographic register: understated authority.

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## 5. Voice & Tone

### The Core Constraint
**Observation language only.** The system never interprets, diagnoses, or advises. This applies to all copy: morning briefs, check-in prompts, coaching nudges, agent proposals, error states, empty states.

| ✓ Permitted | ✗ Prohibited |
|---|---|
| "Your HRV is 12% below your 7-day average." | "Your nervous system is overwhelmed." |
| "Last night: 5h 42m sleep." | "You didn't sleep enough." |
| "Moved deep work block to 7am." | "You should take it easy today." |
| "I've noticed a pattern..." | "In your recent entry you wrote..." |

The system reports what it observes. The user decides what it means.

### Why This Constraint Exists
Two reasons. First, the product is not a therapist and must not present as one. Second, the research basis: narrative explanations grounded in specific, recognizable signals produce higher follow-through than abstract scores or interpretive summaries. "HRV 12% below your 7-day average" lands harder than "your HRV was low" because it is specific and the user can verify it.

### Peak's Voice Attributes

**Precise.** Peak gives exact values, not ranges. "5h 42m", not "about six hours". "12% below", not "lower than usual".

**Sparse.** Peak does not fill silence. It surfaces one thing when that thing is relevant. It does not narrate its own reasoning unless asked. The morning brief has three sections; it does not have four.

**Non-urgent.** Peak never uses alarm language for non-crisis states. Proposals ghost in at 40% opacity. Badges appear quietly. Nothing flashes unless it is a Tier 3 crisis signal.

**Provisional.** Peak frames its outputs as observations and suggestions, not conclusions. "Based on last night's data" is built into the framing. The Orchestrator has uncertainty and must communicate it honestly.

### Prohibited Patterns

| Pattern | Why prohibited |
|---|---|
| "I think you should..." | Directive — Peak observes, doesn't advise |
| "You seem..." | Interpretation — Peak doesn't infer emotional states from behavior verbally |
| Exclamation marks | Creates false urgency; inconsistent with the tone register |
| "Great job!" / "Well done!" | Praise-seeking AI pattern; Peak is not a coach of this kind |
| "Don't worry..." | Dismissive; suggests Peak knows the user's emotional state |
| Emoji in system-generated copy | Informal; breaks observation register |

### Empty State Copy

Empty states are informational, not encouraging. They say what is needed and why, not "You're all set! 🎉". Example: "No wearable connected. Connect Apple Watch or Oura Ring to enable biometric scheduling."

### Privacy Disclosure Copy

Privacy disclosures are written at the point of the relevant interaction, not in a separate policy. Example on onboarding: "· Your answer stays on your device ·" — 12px centered, muted. The period-as-bullet signals completeness. The disclosure is load-bearing for the Privacy-Conscious High-Earner persona — it must appear exactly here, not in a terms flow.

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## 6. The 168-Hour Frame

"168 Hours Per Week" is the product's foundational framing device. It is the subtitle of the Organize Time screen. It appears in the pitch deck as the title of the time visualization slide.

The number is not arbitrary. 168 is the honest accounting of the week — not "how productive can you be" but "this is all of it, including sleep, including driving, including doing nothing." The product makes no moral judgment about how you spend those hours. It helps you see how you actually spend them versus how you intended to.

This framing is a brand differentiator from productivity apps that implicitly valorize work. Deep Orbit treats sleep (56h) as the largest category — not a cost of productive time, but a first-class domain with its own agent, its own color, its own data.

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## 7. The Deletion as Brand Moment

The ephemeral pipeline is not only a technical feature — it is a brand proof point directed at the Privacy-Conscious High-Earner persona. The in-app deletion confirmation ("Your entry from Wednesday night has been deleted.") is a product interaction, not a legal notice.

**What this moment must communicate:**
- The deletion happened (timestamp, not just a claim)
- What remains (signal object in human-readable form — not raw content)
- How to delete the signal object too (one-tap, accessible from "What the system knows about you")

**What this moment must not do:**
- Congratulate the user
- Explain the legal basis
- Use terms like "privacy" or "secure" — show the action, don't name the attribute

The deletion moment is where the brand's core promise becomes tactile. Design it with the same precision as the morning brief.

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## 8. What the Brand Is Not

**Not a wellness app.** Wellness apps tell you to breathe and add gratitude journaling. Deep Orbit routes your HRV into your calendar and deletes your journal. It is infrastructure for a well-functioning life, not content about wellness.

**Not an AI assistant.** AI assistants answer questions. Peak is a persistent model that accumulates knowledge about the user and acts on that knowledge without being asked. The morning brief arrives before the user opens the app.

**Not a productivity app.** Productivity apps valorize output. Deep Orbit accounts for all 168 hours including sleep, free time, and recovery. It has no "streak" for work hours logged.

**Not a journaling app.** Journaling apps keep your journal. Deep Orbit deletes it.

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## 9. Brand Application Rules

| Context | Rule |
|---|---|
| Product name in copy | "Deep Orbit" — two words, title case |
| AI persona in copy | "Peak" — always capitalized |
| Domain colors in non-UI contexts | Use only for the four canonical domains; do not repurpose for UI states or decorative use |
| System fonts | Never substitute a custom font for SF Pro — it breaks the native register |
| The ambient glow | Top-right quadrant only; never animated; never at >15% opacity |
| Agent mark (green diamond) | Agent check-in context only; not a general brand icon |
| Tone in error states | Same observation register as all other copy — no apologies, no alarm |
| Tone in empty states | Informational + action-oriented; no celebration copy |