timerich.ai · brand guidelines · v5.0
How the brand looks, and how it sounds. Deep green is the ground. Cream is the light. One pastel green is the accent, and it is the only colour that gets to shout.
01 — What changed in v5.0
Same brand, calmer signal. The acid lime fought the deep green and burned the eye on every slide. Pastel green does the same job and lets the dark green be the expensive thing in the room.
Off the brand. Anywhere it survives — old slides, old exports, old graphics — swap it.
The single accent. The stop, the CTA, the one highlighted word. Nothing else.
The primary ground. Not near-black any more — the brand is green, top to bottom.
02 — The essence
Time Rich is the education and community that teaches women to delegate the shit they hate to AI — and run their business and their life on it. Application-based, because the quality of the room is the whole point.
Close the gap. Women adopt AI about 25% less than men. We make implementation normal, not intimidating.
AI doesn't save you time unless you set it up right. Context beats prompts. Build lean. Stay independent. Stay human.
No gurus. No bros. No growth-at-all-costs. No 12-week curriculum. Just the room, and women who ship.
03 — Who it's for
Everything we make is aimed at one person, and deliberately not at the other. If a draft would land with the right-hand column, it's off-brand.
04 — The three pillars
Every piece of content sits under one of three. If it sits under none of them, it isn't ours.
Use AI to multiply time, not replace judgement. Build lean, stay independent, choose sustainability over hype.
Rest is the foundation of productivity, not its reward. Burnout prevention and the inner work of a better founder.
Community over isolation. Real mentorship, real vulnerability. You're allowed to struggle here.
Part I
The mark, the palette, the type, the buttons. Six slides, and one rule that governs all of them: one accent per composition.
05 — Logo
Space Grotesk Bold, tight tracking, "TIME RICH" with a single pastel-green full-stop. No separate icon. The wordmark colour is fixed to its ground — the stop is the only colour that moves.
06 — Logo rules
One per composition. Use it after a headline, as a bullet, or as the cursor on a loading state — then stop.
07 — Colour · the three that matter
08 — Colour · the full set
Greens carry structure, cream and sage carry the reading, clay carries heat. Clay is urgency only — never body text.
09 — Colour · the three laws
On deep green it can be text, the stop and the accent. On cream it is a fill only — a pill, a button, a highlighter swipe. Any green text on cream drops to moss.
10 — Typography
Space Grotesk Bold, tight tracking, sentence case. Headlines and the wordmark.
JetBrains Mono, uppercase, letter-spaced. Labels, data, tags, the terminal voice.
Short sentences land harder. Then a longer one carries the argument.
System sans. Fast, native, readable. Never for headlines.
The stack, exactly: Space Grotesk display · system-ui body · JetBrains Mono labels and data. No serif. Stats as digits: 25%, never "a quarter."
11 — Buttons & CTAs
Pastel green for the one action that matters, an outline for the second option, a bare text link for the rest. Every button names what happens next and points with a →.
Part II
One voice, dialled per surface. The register moves. The rules never do.
12 — Tone of voice · the four traits
Direct, warm, slightly impatient with nonsense, and a little cheeky. If you only remember one slide, remember this one.
The point lands in sentence one. No warm-up, no throat-clearing, no build to the reveal.
Founder to founder, not brand to audience. We assume she's competent and short on time.
Numbers, named tasks, real before-and-after. "21 hours a week," never "more time."
"Delegate the shit you hate." Dry and confident. Never mean, never trying too hard.
13 — Tone of voice · what we never are
No empower, leverage, unlock, ecosystem, seamless, synergy. Say the actual thing.
No game-changing, transformative, 10x, groundbreaking. No exclamation marks, ever.
No spots filling fast, no don't miss out. Confidence, not scarcity. The room sells itself.
No hedging, no passive voice hiding the subject, no "things." Find the noun.
The one test: read it out loud. If it sounds like something Ella would say to one founder over coffee, it ships. If it sounds like a brand deck, a LinkedIn thought-leader, or ChatGPT with the safety on, it doesn't.
14 — The voice firewall
| Never write | Write instead |
|---|---|
| game-changing | say what it changes |
| empower | say what they can now do |
| leverage | use |
| unlock | open, access, be specific |
| seamless | smooth, or describe it |
| ecosystem | community, network |
| thing / things | find the noun |
Sign off everything except Substack with Warmly, Ella. Never "Ella x," "Cheers," "Talk soon," or "Best,".
15 — Known-bad → the fix
| Never ship | Ship instead |
|---|---|
| Unlock the power of AI to 10x your business | This gets 21 hours a week off your plate. Here's the setup. |
| This game-changing tool will transform how you work | It writes your first-draft emails in your voice. You edit, not draft. |
| Save time and boost productivity | Monday admin used to take 3 hours. Now it takes 20 minutes. |
| Join our thriving ecosystem of empowered women | 200+ women founders. Application-based. The room is the point. |
| Don't miss out, spots are filling fast | Applications are open. We read every one. |
16 — Voice, dialled per surface
| Surface | Register | Emojis | Hook |
|---|---|---|---|
| Landing page | Warm, direct, slightly impatient. Founder-to-founder, stats stated plainly. | 0 | Stat plus mission |
| Substack | Warm, direct, teaching. One big idea, essay register. | 0 | Bold claim that reframes. Never a question |
| Email · outreach | Tight, warm, no flourish. No warmup lines. | 0 | The point, in sentence one |
| Confident, sassy, dry. Anti-hustle. | 0–1 / slide | Founder data point, then the system | |
| Warm, direct, a little hyped. Short, mobile-first, real stakes. | 0–1 total | "Most people watch it happen. I want women running it" |
17 — The lines
Delegate the shit you hate to AI.
Buy your time back.
You're not behind on AI. No one showed you where it hands you back your time.
The room for women who build their business on AI. Not around it.
No gurus. No bros. Just women who ship.
Also reach for: Not AI awareness — actual implementation · Build lean. Stay independent. Stay human.
18 — Emoji
Punctuation, not decoration. The money marks lead, the cherry-and-rainbow closes. One or two per caption, never in a landing-page headline.
Avoid entirely: 🚀 🔥 💯 🙏 ✨ — hype and hustle emoji. They read like the bro content we're the opposite of.
19 — Graphics & motion
Motion: 120–200ms, ease-out, one moment per view. A cursor, a sweep, a reveal. No bounce, no spin, no parallax — and every state still works with animation off.
20 — Before anything goes out