# STWOF Brand Guidelines

The complete brand & design system for **Set The World On Fire**. One mark: a solid tile split by two leaning slots into **interlocking hooks**. One accent, **Ember Red**. A system engineered **monochrome-first** and built to compound, where every layer amplifies the ones before it, including how the brand sounds: the voice, tone, and the words we use.

## Foundation · We build systems, not deliverables.

STWOF is a revenue-systems studio. The difference between a vendor and a systems architect is the whole brand: we don't sell a service and walk away. We build **interconnected systems where every component amplifies the others**, and we run them as an operating partner.

> A website that ranks, an AI system that captures every lead it generates, a CRM that tracks them, and automations that convert before a competitor calls back.

### Mission

To build systems that produce **compounding, measurable results**, not deliverables that sit on a shelf.

### The model

Every engagement is **custom-scoped** and carries an **ongoing path**. No free or discounted one-offs with no retainer. We build the foundation, then manage it.

### What we do

Web design & development, SEO/GEO/AEO, CRM, workflow automation, AI agents, lead-gen funnels, and conversion optimization, most powerful deployed as a **full system**.

### What we don't

We don't promise results we can't control, sell templates as solutions, or take work with no long-term value. **Results are a co-creation**. The business provides the signal we amplify.

### The chain

**01** Visibility → **02** Reputation → **03** Capture → **04** Nurture → **05** Lead gen → **06** Conversion → **07** Proof

## Beliefs · What we believe.

Four convictions that separate STWOF from the generalist agency next door. They are the source material for messaging; every headline traces back to one of these.

### 01 · A system delivers what a service never can.

**Most believe:** a great website, or great SEO, or great automation will move the needle on its own.

A site that ranks but doesn't capture is wasted. Ads to a page that doesn't convert burn money. Automations without a CRM miss the point. **In isolation, incremental. As a system, compounding.**

### 02 · The agency doesn't rank you. Groundwork does.

**Most believe:** "Hire us and your business improves."

An agency can only **amplify** a business. If the offer isn't defined and the systems aren't built to convert, no ranking or ad will produce a result. We are the architects; the business provides the signal.

### 03 · One-shot solutions are the biggest myth in marketing.

**Most believe:** build it right once and you're done.

A launched website is a hypothesis. A configured automation is version one. The businesses that win are the ones willing to test and refine. **We don't one-shot; we build to iterate.**

### 04 · The best results come from being underestimated.

**Most believe:** a big name and a long portfolio signal quality.

STWOF is lean and operator-run, with no account layer and no overhead inflating cost. The owner builds the systems. **Clients get more than expected because we let the work do the talking.**

## Voice & tone · Technical. Plain. Understated.

We sound like the most competent person in the room who has nothing to prove. Specific over grand, systems over hype. We never oversell; we set expectations by the market and beat them.

### Principle 01 · Systems, not services

Frame everything as architecture. Talk about how layers connect and compound, not about a menu of deliverables.

### Principle 02 · Underpromise, then beat it

Never claim a ranking, lead count, or ROI we can't control. Promise the foundation; let the result land on its own.

### Principle 03 · Plain & technical

Use the real word, not the marketing word. Precision reads as competence. Cut the adjectives; keep the nouns and numbers.

### Principle 04 · Co-creation, stated up front

Be explicit that results require the client's inputs. Honesty about the model is the differentiator, not a weakness.

### Tagline

Set the world *on fire.*

### Boilerplate

**One-liner**

**We build revenue systems, not deliverables.**

**Short**

Set The World On Fire builds **interconnected revenue systems** spanning visibility, capture, nurture, and conversion, built to compound and managed as an operating partner.

**Standard**

STWOF builds revenue systems for businesses that need more leads, better conversion, and lower acquisition cost. Unlike agencies that hand back a single service, we architect **interconnected systems where every layer amplifies the next**, and we run them as an ongoing partner, not a vendor.

## Tone by context · One voice, shifted by where it lands.

The voice is constant; the tone flexes with the surface. The same principles, dialed for the room they're speaking into.

### Proposals & decks

*Precise. Architectural. No fluff.*

Lead with the problem, follow with the system, end with the mechanism. Every claim earns its place.

### Social & content

*Sharper, shorter, declarative.*

The take comes first. One idea per post, stated plainly, with the edge left on.

### Email

*Direct, warm, professional.*

No corporate speak, but not casual either. Write like a competent person who respects the reader's time.

### CRM & automation copy

*Functional and fast.*

The copy serves the action, not the brand. Clear, short, and unmistakable about the next step.

### Constant across every surface

**01** Specificity over generality · **02** Systems framing · **03** No guaranteed outcomes · **04** No stock agency language

## Language · The words we use. And the ones we don't.

A shared vocabulary keeps the brand coherent across every writer. These terms carry specific meaning; use them precisely. The banned list keeps the stock agency language out.

### Terms

| Term | Meaning |
| --- | --- |
| System | An interconnected set of components where each layer amplifies the next. |
| Layer | A single component within the system: visibility, capture, nurture, and so on. |
| Compound | What results do when layers work together, rather than in isolation. |
| Operating partner | How STWOF engages: not a vendor, not a consultant; a partner who builds and runs. |
| **Presence** | The STWOF division solving the visibility and lead-flow problem. |
| **Performance** | The STWOF division solving the operational and conversion problem. |

### Never use

- guaranteed results
- stunning
- world-class
- cutting-edge
- synergy
- leverage (verb)
- seamless
- game-changer
- revolutionary
- we'll take care of everything
- just [minimizing word]
- very / really / extremely

### Jargon, replaced

| Word | Why, and what to use instead |
| --- | --- |
| Full-service | Implies **breadth over depth**. We scope to the problem, not a service menu. |
| Agency | Prefer **systems architect** or **operating partner** in context. |
| Digital marketing | Too generic. **Name the specific layer** instead. |

## Writing rules · Mechanics that hold the line.

The small decisions that make copy read as STWOF. Apply them everywhere, from a landing page headline to a one-line CRM nudge.

### Sentence structure

Lead with the outcome or the mechanism, **not the effort**. The reader cares what happens, not how hard we worked.

### Use of numbers

Always use real figures. Never round up, never approximate without saying so, and **never use a metric without a source**.

### Headlines

State the tension or the mechanism, not the benefit.

- DO: "A system delivers what a service never can."
- DON'T: "Get better results with our proven system."

### CTAs

Use verbs that match the action.

| DO | DON'T |
| --- | --- |
| "Start a system" | "Learn more" |
| "Book a build call" | "Get in touch" |
| "See the work" | "View portfolio" |

### Em dash

**Avoid it.** A comma, colon, or period almost always reads cleaner; restructure the sentence rather than reaching for a dash.

### Oxford comma

**Always.** Visibility, capture, nurture, and conversion.

## Say this / not that · The same idea, written right.

Worked examples across the four surfaces. The left column is the STWOF line; the right is the stock agency version we never ship.

| We say | We don't say |
| --- | --- |
| We build the system that makes results possible. | We'll 10× your revenue, guaranteed. |
| This engagement includes an ongoing path. | We'll handle everything for you. |
| A site that ranks but doesn't capture is wasted. | We build stunning websites that convert! |
| Launched is version one. | We deliver perfection. |
| Happy to walk through how the system would work for your situation. | We'd love the opportunity to partner with you on this exciting project! |
| $32,000+ preserved over two years. | Incredible ROI and massive growth. |
| Custom-scoped. Ongoing path. No templates. | Full-service digital agency. |
| The business provides the signal. We amplify it. | We do all the heavy lifting so you don't have to. |

## Headlines & CTAs · Twelve formulas. Six calls.

Headlines state a tension or a mechanism; they never sell a benefit. CTAs name the exact action. Pull from these patterns rather than inventing fresh hype.

| # | Formula | Example |
| --- | --- | --- |
| 01 | Tension statement | A system delivers what a service never can. |
| 02 | Mechanism first | Every layer feeds the next. |
| 03 | Contrast | Not a vendor. An operating partner. |
| 04 | Specificity | $32,000+ preserved. 461 subscriptions retained. 68% recovery rate. |
| 05 | The reframe | Launched is version one. |
| 06 | The honest limitation | We amplify the signal. You provide it. |
| 07 | The chain | Visibility → Capture → Nurture → Conversion. |
| 08 | Plain declaration | We build revenue systems, not deliverables. |
| 09 | The belief | One-shot solutions are the biggest myth in marketing. |
| 10 | The underestimate | Lean. Operator-run. No account layer. |
| 11 | The problem named | Most sites rank. Few capture. Almost none close the loop. |
| 12 | The invitation | Book a build call. |

## Signature copy · The standard blocks.

Pre-approved copy for the places STWOF speaks as a person: email, bios, and profiles. Use these verbatim; edit only the variable details.

### Email sign-off

[STWOF mark]

Jaime Galvan
Founder, Set The World On Fire
stwof.com

### Bio · short

Jaime Galvan is the founder of Set The World On Fire, a revenue-systems studio that builds interconnected systems spanning visibility, capture, and conversion for businesses that need compounding results, not one-off deliverables.

### Bio · long

Jaime Galvan founded Set The World On Fire to solve the problem he kept seeing: businesses investing in individual services (a website here, some SEO there, an automation stack somewhere else) and wondering why the results didn't compound. STWOF architects the full system and runs it as an operating partner, so every layer amplifies the next. Based in Wasco, California.

### LinkedIn · About

We build revenue systems. Not websites. Not SEO campaigns. Not automations in isolation. Systems, where every layer feeds the next and results compound over time.

If your business has a visibility problem, a capture problem, or a conversion problem, the answer is almost never a single service. It's a system. That's what STWOF builds, and what we run alongside you.

**Jaime Galvan, Founder**

## Color · Monochrome-first. One spark.

The system holds in black and white before any color is applied. **Ember Red** is the single accent, used with intent and never as a background wash. A near-black **Void** ground and warm **Ink** carry everything else.

### Palette

| Color | Hex | Role | CSS variable |
| --- | --- | --- | --- |
| Ember Red | #DB262C | Primary accent | --brand |
| Ember Deep | #9E1A1F | Pressed · hover | --brand-deep |
| Void | #080808 | Primary ground | --void |
| Ink | #F2F2F2 | On-dark text · paper | --ink |

**Type on Ember is dark, not white.** Every Ember surface in the system — primary buttons, the Results band, text selection, the logo tiles — carries near-black `#0C0C0C` type. White on Ember is not used anywhere and should not be introduced; it makes the accent read as a generic alert button rather than the brand's one spark.

The exception is **Ember Deep** `#9E1A1F`, the pressed state. It is dark enough that near-black type falls to roughly 2.4:1, so anything set on Ember Deep uses Ink `#F2F2F2` instead.

### Grayscale ramp

Dark to light. The foreground column is the text color that meets contrast on that step.

| Step | Hex | Foreground |
| --- | --- | --- |
| Void | #080808 | #9A9A9A |
| Panel | #0D0D0D | #9A9A9A |
| Panel-2 | #101010 | #9A9A9A |
| Panel-3 | #161616 | #9A9A9A |
| Ghost | #343434 | #0C0C0C |
| Faint | #808080 | #0C0C0C |
| Dim | #9A9A9A | #0C0C0C |
| Ink | #F2F2F2 | #0C0C0C |

### Contrast

| Pair | Ratio | Grade |
| --- | --- | --- |
| Ink on Void | 14.8:1 | AAA body & large |
| Void on Ink | 15.1:1 | AAA body & large |

### Semantic hues

One status color, authored in OKLCH rather than hex so the green stays tunable against the near-black ground. There is deliberately no warning or error color: the system has never needed one, and Ember already carries anything that has to read as urgent.

| Color | OKLCH | Role | CSS variable | Overridden |
| --- | --- | --- | --- | --- |
| Affirm | oklch(0.74 0.13 150) | Success | --ok | Homepage — retired to a neutral #CFCEC8; the HUD is grey + Ember only |

**Do not reach for green.** Affirm exists, but the marketing site never shows it: the homepage scopes it to a neutral and no other public page references it. In practice the public palette is grey plus Ember, full stop. Use Ember for anything that has to carry emphasis, including states another system would color green.

## Typography · Three voices, one system.

**Poppins** carries display and the wordmark; its geometric, near-circular forms give the headline a confident, rounded weight that echoes the mark's soft tile. **Hanken Grotesk** handles long-form reading. **JetBrains Mono** is the system label for spec, metadata, and structure.

### The faces

| Face | Weights | Role | CSS variable |
| --- | --- | --- | --- |
| Poppins | 600–700 | Display & headlines · wordmark. Tight tracking, set big. | --font-display |
| Hanken Grotesk | 400–600 | Body & UI copy. Set at 1.55–1.65 line-height. | --font-body |
| JetBrains Mono | 400–500 | Labels, eyebrows, metadata. Uppercase, wide tracking. | --font-mono |

### Weights

| Weight | Name |
| --- | --- |
| 400 | Regular |
| 500 | Medium |
| 600 | SemiBold · full name |
| 700 | Bold · STWOF |
| 800 | ExtraBold |

### Scale

| Step | Size / weight | Face | Tracking | Sample |
| --- | --- | --- | --- | --- |
| Display | 64 / 700 | --font-display | -0.03em | Set the world on fire |
| H1 | 44 / 700 | --font-display | -0.03em | A system, not a service |
| H2 | 32 / 600 | --font-display | -0.02em | Every layer compounds |
| H3 | 24 / 600 | --font-display | -0.01em | Built to iterate |
| Body L | 18 / 400 | --font-body | 0 | We build the foundation that makes results possible. |
| Body | 16 / 400 | --font-body | 0 | Each layer feeds the next, producing compounding results. |
| Small | 14 / 400 | --font-body | 0 | Supporting detail, captions, and secondary UI text. |
| Label | 11 / mono | --font-mono | 0.18em | System · metadata · eyebrow |

## Logo · The mark.

A single solid tile, split by two straight slots cut on a forward **diagonal**. The form leaves two interlocking hooks that read as a near-full **S**, leaning into motion without giving up solidity. It needs no second color and already looks like an app icon. *Full construction, clear space, minimum sizes, and misuse rules live in the dedicated [Logo Guideline](https://stwof.com/brand/logo).*

### Anatomy

- **Tile** — The soft squircle container, where a generous corner radius ties the mark to the rounded brand language.
- **Upper hook** — Formed by the slot entering from the right; reaches across the top of the field.
- **Lower hook** — Mirrors it from the left, clasping shut against the upper hook through the middle.
- **Lean** — Both slots tilt on the same forward angle, the gesture that turns a static S into momentum.

### Variants

| Ground | Mode | Name |
| --- | --- | --- |
| On dark | Fill | Positive |
| On light | Fill | Reversed |
| On ember | Fill | On ember |
| On dark | Line | Line |
| On light | Line | Line · reversed |
| On ember | Line | Line · on ember |

### Lockups

- **Horizontal lockup** — Mark + STWOF
- **Stacked lockup** — Mark + SET THE WORLD ON FIRE
- **Full wordmark** — Set the World on Fire

Downloadable mark files and lockup builders: [https://stwof.com/brand/logo](https://stwof.com/brand/logo)

## Icon & imagery · Drawn like the mark.

Icons are geometric line work with a consistent **1.6px stroke**, rounded joins, drawn on the same grid logic as the logo. Imagery is real: product screenshots, system diagrams, and the work itself. No stock gloss, no decorative gradients.

| Icon | Label |
| --- | --- |
| globe | Visibility |
| search | SEO |
| chat | Capture |
| layers | CRM |
| bolt | Automation |
| trend | Conversion |

## Photography · Cinematic. Dark. Ember-lit.

Imagery is monochrome-first, like the rest of the system. Subjects sit against a near-black **Void** ground, lit by a single warm source so **Ember** stays the only color in the frame. Crops are wide and filmic, with negative space left open for type.

- **Fire** — Dragon silhouette breathing fire across a black field. ([image](https://stwof.com/brand/guides/cover-dragon.jpg))
- **Subject** — Lone figure walking toward a wall of fire on a dark plain. ([image](https://stwof.com/brand/guides/photo-silhouette-walk.webp))
- **Scale** — Earth from orbit with cities glowing like embers against black space. ([image](https://stwof.com/brand/guides/photo-ember-earth.webp))
- **System** — Curved horizon laced with a glowing crimson network of connections. ([image](https://stwof.com/brand/guides/photo-crimson-network.jpg))

## Divisions · One brand, two divisions.

STWOF runs two divisions under one identity. They share the mark, type, ground, and the single Ember accent, and split only by a label. The brand stays unified; the division tells the client which problem we're solving.

### Presence

**The visibility & lead-flow problem.** Businesses that are invisible in search, not generating enough inbound, or overspending on ads.

- Custom sites that rank and convert
- SEO / GEO / AEO
- Lead-gen funnels & landing pages
- The win: know exactly where every lead comes from and stop paying for what doesn't work

### Performance

**The performance problem.** Operations with leads or traffic already, but something in the middle is broken, slow, or manual.

- CRM & pipeline
- Workflow automation & AI agents
- Tool consolidation
- The win: stop losing leads to slow follow-up and start closing while they're still hot

---

*Generated plain-text mirror of the brand guideline page at [https://stwof.com/brand/guideline](https://stwof.com/brand/guideline). The prose is transcribed from that page; the color, type, and contrast values are generated from the brand tokens, so they cannot drift from what the site ships.*