Executive Summary

This brief provides direction for the visual identity of Smartbound's Custom Signal Engine rebrand. The visual system should communicate: custom-built craftsmanship, primary source depth, modern intelligence, and professional trust. Avoid generic tech aesthetics and overly playful designs.

1. Brand Personality (Visual Translation)

Personality Attributes → Visual Direction

Personality	Visual Expression
Expert	Clean, professional, sophisticated typography
Craft-focused	Hand-crafted elements, not mass-produced feel
Practical	Clear hierarchy, functional design, not decorative
Hungry	Bold accents, not safe/beige
Partner	Warm, approachable, not cold/corporate

Brand Archetype

Primary Archetype: The Creator

We build things. Custom signal engines are hand-crafted, not mass-produced. Visuals should feel like something was designed and built, not generated by AI.

Secondary Archetype: The Sage

We have deep knowledge. Primary sources, regulatory expertise, vertical depth. Visuals should convey intelligence and authority.

2. Visual Positioning

Where We Want to Be

PLAYFUL                    PROFESSIONAL
        

Slack, Notion
    ----+---------------------------+----
        |       SMARTBOUND          |    ← Target position
        

Salesforce, 6sense
    GENERIC                    DISTINCTIVE

Target: Professional but distinctive. Not as playful as Slack, not as corporate as Salesforce. Sophisticated, modern, memorable.

3. Logo Direction

Current Logo Issues

Issue	Impact
Generic tech aesthetic	Looks like 1000 other SaaS logos
No signal reference	Doesn't connect to new positioning
Text + icon disconnected	Icon doesn't reinforce brand
Blue/teal palette	Generic tech color

New Logo Requirements

Must:

• Work with "Custom Signal Engine" positioning
• Include wordmark "Smartbound"
• Be recognizable at small sizes (favicon, social)
• Work in single color

Should:

• Reference signals, detection, or targeting
• Feel custom-built, not templated
• Stand out from blue/purple SaaS sea

Should Not:

• Use generic "AI" visual tropes (brains, circuits, robots)
• Look like a data provider (graphs, charts)
• Be overly playful or cartoonish

Logo Concept Directions

Direction 1: Signal Detection

• Visual metaphor: Radar, pulse, wave, detection
• Suggests: We find things others miss
• Risk: Could look military/industrial

Direction 2: Custom Build

• Visual metaphor: Blueprint, construction, craft
• Suggests: Hand-built, bespoke, not templated
• Risk: Could look construction-focused

Direction 3: Target Focus

• Visual metaphor: Crosshairs, focus, pinpoint
• Suggests: Precision targeting, knowing who to call
• Risk: Could look aggressive

Direction 4: Abstract Modern

• Visual metaphor: Minimalist, geometric, distinctive
• Suggests: Modern, sophisticated, premium
• Risk: Could lack meaning

Recommendation: Explore Directions 1 and 3. "Signal detection" connects to category name. "Target focus" connects to outcome ("know who to call").

4. Color Palette

Current Palette

• Primary: Blue/Teal
• Generic tech feel

New Palette Direction

Primary Color: Deep Navy or Dark Indigo

Color	Hex	Usage
Primary Dark	#1a1a2e or similar	Headers, primary text, logo
Primary Light	#16213e or similar	Backgrounds, depth

Rationale:

• Professional, authoritative
• Not the standard "SaaS blue"
• Works as canvas for accent colors

Accent Color: Sharp Orange or Electric Yellow

Color	Hex	Usage
Accent	#ff6b35 (orange) or #ffd93d (yellow)	CTAs, highlights, signal elements

Rationale:

• Pop against dark primary
• Signal/alert association (orange = attention)
• Distinctive in sea of blue/purple

Supporting Colors:

Color	Hex	Usage
White	#ffffff	Backgrounds, text on dark
Light Gray	#f5f5f5	Card backgrounds, dividers
Medium Gray	#6b7280	Secondary text
Success	#10b981	Positive signals, metrics
Warning	#f59e0b	Attention signals

Color Do's and Don'ts

Do	Don't
Use accent sparingly for impact	Overuse accent (looks cheap)
Dark primary for authority	Light blue (generic tech)
High contrast for accessibility	Low contrast combinations
Consistent usage across touchpoints	Different colors for different channels

5. Typography

Typography Direction

Primary Font: Modern Sans-Serif

Use	Weight	Size Range
Headlines	Bold/Semibold	32-64px
Subheads	Medium	20-28px
Body	Regular	16-18px
Captions	Regular	12-14px

Font Recommendations:

Option	Style	Feel
Inter	Geometric, clean	Modern, tech-appropriate
DM Sans	Geometric, slightly wider	Friendly but professional
Satoshi	Geometric, modern	Premium, distinctive
Space Grotesk	Geometric, technical	Technical, engineering feel

Recommendation: Inter or Satoshi. Inter is highly readable; Satoshi is more distinctive.

Typography Hierarchy

HEADLINE (H1)
Bold, 48-64px, Primary Dark


Subheadline (H2)
Semibold, 28-32px, Primary Dark

Section Head (H3)
Semibold, 22-24px, Primary Dark

Body Text
Regular, 16-18px, Dark or Medium Gray

Caption/Label
Regular, 12-14px, Medium Gray

Typography Do's and Don'ts

Do	Don't
Use consistent hierarchy	Mix many font families
Ensure readability at all sizes	Go below 14px for body
Use web-safe or CDN fonts	Require local font installation
Maintain generous line height	Cramped text (line-height < 1.4)

6. Visual Elements

Signal Card Design

Purpose: Visually represent what a delivered prospect looks like.

Components:

1. Signal Badge (colored indicator)
2. Signal Title (what happened)
3. Signal Date (when)
4. Signal Source (where from)
5. Impact Summary (why it matters)
6. Outreach Angle (what to say)
7. Contact Info (who)

Design Direction:

• Card format, clean layout
• Visual hierarchy emphasizing signal
• Color-coded signal types (healthcare = green, fintech = blue, etc.)
• Source icons for credibility

Signal Engine Diagram

Purpose: Visually explain how a custom signal engine works.

Flow:

PRIMARY SOURCES → SIGNAL ENGINE → WEEKLY FEED → SALES TEAM
    (icons)        (process)       (cards)      (people)

Design Direction:

• Process diagram, not flowchart
• Show primary sources as distinct inputs
• Engine as the transformative element
• Output as tangible cards (not abstract data)

Icons

Icon Style:

• Line icons, 2px stroke
• Consistent sizing (24px standard)
• Rounded corners for approachability
• Single color (primary or accent)

Icon Categories Needed:

• Signal types (funding, job change, regulatory, etc.)
• Primary sources (government, database, filing)
• Actions (call, email, view)
• Features (custom, primary, managed, compound)

7. Photography & Imagery

Photography Direction

Avoid:

• Generic stock photos of people in offices
• Handshakes, laptop users, meeting rooms
• Overly staged "diverse team" photos
• Abstract tech backgrounds (circuits, binary)

Use Instead:

• Real signal examples (screenshots of data sources)
• Process imagery (signal cards, dashboards)
• Abstract patterns based on data visualization
• Minimal, clean backgrounds

Illustration Style

If illustration is needed:

• Flat, minimal style
• Limited color palette (primary + accent)
• Geometric, not hand-drawn
• Focus on concepts (signals, targeting), not people

Image Treatments

Element	Treatment
Screenshots	Clean borders, subtle shadow
Data visualizations	Brand colors, clear labels
Background patterns	Subtle, low opacity, geometric
Source logos	Grayscale or brand-appropriate

8. Website Design Direction

Homepage Structure

Hero Section:

• Bold headline: "Your sales team knows who to call and why"
• Minimal visual — focus on message
• Single CTA: "See Sample Signal Feed"

Value Prop Section:

• 3-column cards: Custom-Built, Primary Sources, Managed Service
• Icons for each
• Short, punchy copy

Differentiation Section:

• Comparison table or visual
• Signal Platforms vs. Custom Signal Engines
• Clear contrast

Signal Example Section:

• Interactive or animated signal card
• Shows exactly what prospects receive

Social Proof:

• Client logos (with permission)
• Key metrics (10%+ response rate, etc.)
• Brief testimonials

Website Design Principles

Principle	Application
Clarity over cleverness	Simple language, obvious navigation
Show, don't just tell	Signal examples, not just descriptions
Mobile-first	Responsive, touch-friendly
Fast	Minimal scripts, optimized images
Accessible	WCAG 2.1 AA compliance

9. Social Media Direction

LinkedIn

Company Page:

• Banner: Dark background, accent highlights, logo
• Tagline: "Custom Signal Engines for Sales Teams"
• About: Condensed positioning statement

Founder Profiles (Devon/Kevin):

• Headline: "Building Custom Signal Engines at Smartbound"
• Banner: Brand-aligned, not personal photos
• Featured: Signal examples, content

Social Post Templates

Post Types:

1. Signal examples (card format)
2. Vertical insights (healthcare signals, fintech signals)
3. Client results (metrics, testimonials)
4. Primary source spotlights
5. Competitive comparison

Visual Format:

• Square (1080x1080) for feed
• Portrait (1080x1350) for more detail
• Stories format (1080x1920) for mobile

10. Sales Collateral Direction

One-Pager

Format: 8.5x11, PDF, print-ready

Structure:

1. Logo + tagline (header)
2. Problem statement (1-2 sentences)
3. Solution overview (3 bullets)
4. Signal example (visual card)
5. Differentiation (comparison)
6. Pricing + guarantee
7. Contact + CTA

Pitch Deck

Format: 16:9, 10-15 slides

Structure:

1. Title (logo, tagline)
2. Problem (stats on cold outreach)
3. Solution (custom signal engine)
4. How it works (diagram)
5. Signal example (card)
6. Differentiation (vs. Autobound, Clay)
7. Pricing
8. Case study / results
9. Process / timeline
10. CTA

Case Study

Format: 2-page PDF

Structure:

1. Client + outcome (headline)
2. Challenge
3. Solution (signal engine built)
4. Signal example (actual card)
5. Results (metrics)
6. Quote

11. Brand Guidelines Content

Guidelines Document Should Include:

1. Logo Usage

- Primary logo - Variations (light/dark backgrounds) - Clear space - Minimum size - Incorrect usage examples

1. Color

- Primary palette - Accent palette - Usage rules - Accessibility contrast ratios

1. Typography

- Font families - Hierarchy - Usage examples

1. Visual Elements

- Icons - Signal card format - Diagrams

1. Photography & Imagery

- Style direction - Do's and don'ts - Treatments

1. Applications

- Website - Social media - Sales collateral - Email signatures

12. Deliverables List

Phase 3: Creative Development

Deliverable	Format	Priority
Logo (primary)	SVG, PNG	High
Logo (variations)	SVG, PNG	High
Color palette	Hex codes	High
Typography specs	Font files, CSS	High
Icon set	SVG	Medium
Signal card template	Figma, PDF	High
Website wireframes	Figma	High
LinkedIn banners	PNG	Medium
One-pager template	InDesign, PDF	High
Pitch deck template	PowerPoint, PDF	High
Email signature	HTML	Medium

13. Design Review Criteria

Evaluate Designs Against:

Criterion	Question
Positioning	Does it communicate "custom signal engine"?
Differentiation	Does it look different from Autobound, Clay?
Professionalism	Is it appropriate for VP Sales/CRO buyers?
Clarity	Can someone understand it in 5 seconds?
Memorability	Will they remember it tomorrow?
Scalability	Will it work as we grow?
Accessibility	Does it meet WCAG 2.1 AA?

14. Timeline

Milestone	Week
Design brief approved	Week 3
Logo concepts presented	Week 3
Logo selected	Week 3
Color + typography final	Week 3
Visual system complete	Week 4
Website wireframes	Week 4
Collateral templates	Week 4
Guidelines document	Week 4

15. Approval Checklist

Before creative development begins:

• [ ] Devon/Kevin approve positioning direction
• [ ] Devon/Kevin approve personality attributes
• [ ] Budget confirmed for design work
• [ ] Designer selected (internal or agency)
• [ ] Timeline confirmed

This brief guides all visual development. Share with designers before beginning work.