— 01 — POV
Most marketing is off-brand. Ours isn't.
Marketer is a full-service marketing agency for ambitious MENA brands — strategy, content, web, e-commerce, SaaS, social, paid media, SEO, and analytics, built end-to-end and bilingual by design, calibrated to redline what other agencies say can't be done. This document is the source of truth for how the brand looks, sounds, and shows up.
v0.1 status: palette + typography + voice are locked. The wordmark is pure typography (Inter Black, lowercase "marketer", no graphic device). The Live Green color signature lives in the period of the hero "Marketing, executed." headline — that's the brand's only visual hook. Application examples below will be expanded in v0.2.
The Marketer wordmark is pure typography: the word marketer in Inter Black at the brand's logical size, with letter-spacing tightened by −2%, followed by a Live Green filled circle that reads as the period of an executed sentence. The dot is the only color in the mark — the brand's only signal.
The Arabic mark uses the same construction with «مسوّق» — Arabic for marketer — set in IBM Plex Sans Arabic Bold. The Live Green dot sits at the leading edge (right-side baseline in RTL), because in right-to-left reading, that's the closing position. The mark adapts to the reader, not the other way around.
v0.1 note: the wordmark is pure Inter Black typography. The mark's construction grammar (kerning, dark-mode treatment, minimum sizes, clear-space rules) will be expanded in v0.2.
The knob never sits at the OFF end. The brand has no off state — that would undo the joke and the promise.
The mark is solid forms only. Outlined or stroked versions weaken the visual weight and read as juvenile.
On all four sides of the wordmark. This is the minimum — more is fine, less is never.
The knob's color is the brand's single signal. Charcoal knob, neutral knob, gradient knob — all dead.
Inter carries the Latin script — it's confident, geometric, and works at every size from 11px caption to 96px hero. IBM Plex Sans Arabic carries Arabic with the same proportions and tone, so bilingual moments don't feel like translations. JetBrains Mono carries the AI-native voice — section labels, code, data, numbered moments. Three typefaces, all free, all open-source.
Ink on Bone is the entire brand 90% of the time. Live Green is the single accent — used only where the eye needs to land: the toggle knob, the active state, a single CTA, a section number. The moment Live Green stops being scarce, it stops being a signal.
Track and Whisper exist as supporting tones — they never count toward the dominant ratio. If a layout has more than 8% Live Green by area, it's overusing the accent.
The Marketer voice doesn't sell, doesn't pitch, doesn't perform. It states. Where other agencies write headlines, Marketer writes sentences. Where others use adjectives, Marketer uses nouns. The voice should sound like a senior strategist who's seen enough work to know what's actually going to land — and is giving you the version without the deck.
If a sentence has two ideas, split it. The brand doesn't stack adjectives or string promises — it states one thing at a time, clearly.
Not "best results" — "47% lower CAC in 90 days." Not "amazing strategy" — "the strategy your competitor isn't running." Numbers and named outcomes always.
Arabic copy is rewritten — never word-for-word from English. A sharp English line becomes a different sharp Arabic line. Both should feel like the original.
No "we craft journeys," no "synergistic activations," no "best-in-class solutions." If a phrase could appear on any agency website, it can't appear on Marketer's.
Every multi-section deliverable — landing pages, decks, proposals, case studies — uses the same layout primitive: a numbered section label in JetBrains Mono, an Inter heading below, and a one-line subhead before the content begins. Sections are separated by 96px of vertical space (or 64px on dense pages). Bullets are rare. Prose carries the work.
Marketer engagements are scoped by outcome, not hours. We agree on what success looks like, work toward it for 30/60/90 days, and you keep what we built — strategy, content, ad accounts, automations, attribution. No vendor lock-in, no monthly retainers that drift, no team to keep busy.
How the brand shows up across the surfaces that matter most for a solo agency: business card, social avatar, deck title, email signature, social post.