Brand Guidelines 1.0

Discipline, Daily.
Motivation, Always.

An AI Mentor that helps modern men turn hidden pressures into clarity, consistency, and progress. Every single day.

01 Brand Strategy

Strategic Positioning

Stirden is built exclusively for men. We are not a passive therapy app and we are not a generic habit tracker. We are an AI-Native Mentor. We spot patterns, anticipate failure points, and actively hold men accountable to their own vision.

The Archetype

The Mentor / Brother in Arms: Wise, resilient, and tactically sharp. We speak truthfully, cut through excuses, and focus entirely on action and momentum.

Voice & Tone

Brotherly & Direct: Warm but firm. "We've got your back — log today's win."
Resilient: Calm under pressure. "Stand firm. Breathe. Take your step."
The Cadence Formula: Mirror → Reframe → Move. (Acknowledge → Offer clarity → Suggest next action).

02 The Identity

Stirden

Momentum & Discipline

The icon is a minimalist, forward-leaning "S" constructed from two stacked chevrons. It represents relentless forward momentum, rank, structure, and daily discipline.

Always use STIRDEN uppercase in wordmarks.
Clear space equals the height of one chevron.
No gradients, no outlines. Keep it flat and sharp.

03 Color Palette

Masculine minimalism. High contrast, low saturation backgrounds with a vibrant, energetic accent.

Forge Orange Primary CTA / Accent #FF6A3D

Charcoal Night Canvas (Bg) #0B0C0D

Graphite Dark Cards #1C1F22

Cloud Light Theme Alt #F7F9FA

Sky Blue Links / Highlights #1DB6FF

04 Typography

DM Sans

Primary Brand Font

IBM Plex Mono

Data & Timers

Display (Bold, -4% Tracking)

Turn pressure into progress.

Headline (Medium)

Day 4 of the streak. How'd you sleep?

Body copy (Regular, 16/24px)

Every morning, Stirden starts the conversation. You just respond. The mentor is proactive, personal, and won't let you quit.

Data / Numbers (IBM Plex Mono)

48:12:05 Remaining

05 Component Rules

Strict 8px Grid & Radii

Cards always use an 8px border radius. Micro-elements use 4px. Modals use 16px. Nothing is completely circular unless it's an avatar.

Elevations & Shadows

Default cards sit at `elev-4` with a deep, subtle shadow. Hovering flattens and darkens the card slightly to `elev-1` to feel tactile and grounded.

Hyper-functional Inputs

Focus states get a 2px Sky Blue outline. Buttons press down physically (scale 0.98, 80ms duration) to feel responsive and athletic.

Buttons

Inputs

Badges & Tags

Day 4 Done Urgent Draft

06 App UI & Assets

High-fidelity UI direction illustrating the Mentor check-in screen, utilizing the exact typography, colors, and styling rules laid out in this brandbook.

App Icon (Flat)

UI Mockup High-Res

Discipline, Daily. Motivation, Always.