Brand kit
Everything you need to represent The Work Behind the Luck — logos, words, sizes, and templates — in one place.
This is an organization, not a company, so the kit is public. If you help with the community's social channels, start here: download what you need, paste the copy as written, and follow each platform page step by step.
01 — The idea in one line
Belief line (leads everywhere)65 charsOpen with this on every profile, pinned post, and intro. It is the one line that explains the name.
People may call the outcome luck. We focus on the work behind it.
Formal descriptor (verbatim)71 charsUse exactly this wherever a platform asks for a one-line description or category text.
A practical community for learning, building, and creating opportunity.
The belief line leads everywhere. The descriptor is the formal one-liner for “about” fields. “Learn. Practice. Build. Share. Connect.” is structure (pillars, highlight names), not a headline.
02 — Logo
All files & rules →
The mark is three left-aligned bars that widen downward — “layered steps”. The smallest bar on top is amber: the visible result people call luck. The two wider bars beneath are cream: the work nobody sees that holds it up. The bottom bar sits at 75% so the foundation fades toward the background without disappearing.
- Clear space = the height of the top bar on all sides. Nothing inside it.
- Minimum size: mark 16px tall on screen; horizontal lockup 120px wide; print 8mm.
- Don't recolour, outline, rotate, add a gradient, a shadow, or a container shape. Don't rearrange the bars.
- Don't set the name in another typeface or in all-caps (except the inline lockup).
03 — Colour
Core
#101c26
Navy
Page background, primary surface, profile-icon background. The brand's “black”.
#f2a33c
Amber
Accent: CTAs, kickers, the top bar of the mark, the word “luck”. Never as body text on cream.
#f4efe6
Cream
Text on navy; light surfaces; the lower bars of the mark.
Surfaces
#182634
Raised
Cards, inputs, raised panels on navy.
#243546
Panel
Avatars, deep panels, initials backgrounds.
#f7f3ea
Paper
Article reading surface; light-mode graphics.
#1d2530
Ink
Text on paper / cream.
Accents
#ffc061
Amber hover
Hover state for amber links/buttons.
#b06d10
Amber on light
Amber-coloured text or links on cream/paper (the only amber that passes contrast on light).
#4ade80
Success
Confirmations, online dots, RSVP confirmed.
#4a7dc9
Facebook
Source tag for Facebook content only.
#5865f2
Discord
Discord button only.
Muted cream (on navy)
rgba(244,239,230,.75)
Cream 75
Body copy.
rgba(244,239,230,.55)
Cream 55
Meta, captions.
rgba(244,239,230,.45)
Cream 45
Small meta, placeholders.
rgba(244,239,230,.12)
Hairline
Borders and dividers.
04 — Type
Archivo
400 (body) · 600/700 (subtitles, buttons, kickers) · 800 (headlines, wordmark) · 900 (rare, display) · Google Fonts ↗ · SIL Open Font License — free for commercial use, embedding, and redistribution.
Display / hero52–64px · 800 · line-height 1.08 · letter-spacing −0.01em
H1 (pages)44–52px · 800 · 1.08
H2 / card title24–28px · 800
Subtitle16–19px · 600–700
Body14–17px · 400 · line-height 1.5–1.7 · cream 75%
Kicker / label12px · 700 · uppercase · letter-spacing .14em · amber — numbered “01 — LABEL”
Meta12–13px · cream 45–55%
- One family everywhere. No second typeface, no script or novelty fonts, no “tech” display faces.
- Headlines are sentence case, never all-caps — except the 12px kicker and the inline wordmark.
- Left-align by default. Centre only on icons, highlight covers, and end cards.
- Tight headline leading (1.08); generous body leading (1.6). That contrast is the look.
05 — Voice
Sounds like a senior engineer who wants you to ship — not a brand. Blunt, specific, dry, kind. Always says the next step.
Say: Let's make the next step smaller and finishable.
Not: You can achieve anything if you want it enough.
Say: AI can accelerate the work; you still own the judgment.
Not: AI will do everything for you.
Say: Here is what changed after three iterations.
Not: This one trick changed everything.
Say: We can't guarantee the opportunity. We can improve readiness.
Not: Join and doors will open.
Say the next step.Every post ends in a verb someone can do this week.
Warn, don't block.Name the risk, let people decide. No “you must.”
Show the work, don't describe it.Screenshot, diff, number, before/after. If you have to explain it, it isn't there yet.
Smaller and finishable.Cut scope until it can be done by Thursday.
Imperfect ships. Broken doesn't.Rough is fine; silent failure isn't.
Evidence over adjectives.Delete “passionate,” “innovative,” “amazing.” Put a number or a screenshot there.
Dry, not solemn.One plain line of humour per post is allowed. Sermons aren't.
Don't explain what you can demonstrate.A demo beats a framework.
“I” until it's real.Write as “I” (Mat) until there are members in the room; switch to “we” when it's true. “We” with no members reads like a company.
Mat-isms — lines he actually says
- “Come on, you know what we need to do.”
- “I'll warn you, but I'll let you do it.”
- “50% right beats 0% waiting.”
- “Cross that bridge when we get closer.”
- “You can't be wrong if you were thoughtful.”
- “The annoying thing to do is usually the right thing to do.”
- “There shouldn't be two systems.”
Prefer: practical · hands-on · project-based · useful · measurable progress · mentorship · accountability · judgment · consistency · real work
Avoid: manifest success · secret system · guaranteed opportunity · passive income · unlock abundance · financial freedom · overnight transformation · any claim that implies certainty
Avoid: manifest success · secret system · guaranteed opportunity · passive income · unlock abundance · financial freedom · overnight transformation · any claim that implies certainty
- Formal: The Work Behind the Luck.
- Conversational: “the community” or “Work Behind the Luck”.
- Event lockup: The Work Behind the Luck: Build Night.
- Never “WBTL” in public copy; fine in file names and internal docs.
06 — Platforms
Facebook
@workbehindtheluck
Page = the public identity (needed to link Instagram, run events, and post as the brand). Group = the community room: introductions, event threads, projects, asks/offers, recaps, accountability. Create both; link the Page as Group admin.
Instagram
@workbehindtheluck
Public reach: short clips, photos from sessions, concise lessons, member spotlights. Highlights act as the evergreen “Start Here”.
TikTok
@workbehindtheluck
Discovery layer — clips cut from real teaching, builds, demos, answers, and member stories. Not a separate editorial engine.
X
@workbehindluck
Builder / dev audience and link distribution for dev.to articles and event announcements. Terse, link-forward.
DEV.to
@workbehindtheluck
Long-form teaching library and searchable proof. Articles are canonical on dev.to; the site's /blog mirrors them via the API. Keep DEV for essays and how-we-built-it posts — not local event logistics.
Templates
Fourteen reusable post formats with matching graphics, plus the launch sequence.