← WLIH Home / Done With You
Brand Reference · With Leverage, Intelligence & Humanity

What, Like It's Hard?

The system of record for how WLIH looks, sounds, and feels. Built from the deck and the brand voice guide so every new piece stays on-brand.

Make capability feel accessible · Reduce intimidation · Begin immediately
Color
Grounds
Page Black
#0D0B0C
Outermost background
Ground
#181316
Primary panel / slide ground
Surface
#221B1E
Raised cards
Accents
Jewel Pink
#ED4B86
Primary accent, the "?", underlines, highlights
Deep Pink
#C8447A
Secondary pink, hovers, depth
Sage
#7BAE9C
Eyebrows, numbers, labels, rings
Deep Emerald
#3E6B5A
Logo ground, deep accent
Pink Tint
#FFF1F6
Rare pale highlight
Text & Neutrals
Cream
#F4EDE4
Headlines, key text
Body Warm
#B6ABA3
Body copy
Mauve
#B7A6AE
Footer labels
Lavender
#D9D4DE
Light labels, page numbers
Mute
#8A7A82
Quiet meta text, card lines
Dim
#6E5F66
Faintest text
Typography
Display · Instrument Serif →
You're not behind.
You're uninitiated.
Instrument Serif carries every headline. High contrast, editorial, emotional. The accent character (often the "?" or a final word) goes Jewel Pink.
Body & Labels · Inter →
These are learnable systems, not personality traits.
The First Rule · Serif-Led · Emotion
Inter handles body copy and all-caps eyebrows. Eyebrows: 500 weight, wide letter-spacing (0.2em+), uppercase, usually Sage.
Signature Motifs

The four-point star

A pink sparkle used as a marker beside headlines and inside the logo ring. Small, intentional, never decorative clutter.

The hand-drawn underline

A thick pink stroke under the emphasized word. Signals the emotional beat of the line.

The sage ring stamp

Thin double-ring circle in Sage, often holding the star or the WLIH mark. Reads like a wax seal.

The thin frame

Every slide sits inside a 1px lavender border with generous inset. Calm, contained, premium.

Voice
The brand is
  • Calm and competent
  • Warm, witty, observant
  • Conversational, not corporate
  • Emotionally intelligent
  • Specific and direct
  • Low-ego
The brand is not
  • Hustle culture or fake luxury
  • Loud, aggressive, guru-like
  • Jargon-heavy or buzzwordy
  • Condescending or cold
  • Over-polished or performative
  • Motivational-speaker coded
Anti-AI copy rules (always on)

No em dashes anywhere a reader sees them. Use a comma, period, colon, or rewrite.

Kill the not just X, but Y structure. State the thing and let it stand.

Banned words: delve, leverage (as filler), ecosystem, seamless, robust, elevate, unlock, journey.

No Moreover / Furthermore / Additionally. Start with And, But, So, or nothing.

Vary sentence length. Break the rule of three. Skip the closing summary bow.

Gut check: could a real person say this out loud without sounding like a brochure?

What, Like It's Hard? · Brand Reference · Keep it human