Brand system / 2026Internal master

Local life moves fast.
So do we.

The complete identity, voice, messaging, and campaign toolkit for the real-time local discovery brand.

01 / Identity

Logo system

The wordmark is loud, immediate, and always given room to breathe. The countdown O and location pin are inseparable brand signals.

Primary wordmark

Default on light surfaces.

Reverse wordmark

Use on near-black imagery or fields.

Countdown mark

For avatars, favicons, and compact placements.

App icon

Signal Lime master icon.

Motion marks

Logo animation

Use the loop for persistent placements and the reveal for openings.

Clear space

Keep one pin-width of empty space on every side.

Minimum size

Wordmark: 120 px digital. Mark: 24 px digital.

Never

Do not stretch, outline, recolor, rotate, or separate the pin.

02 / Foundation

Color palette

A near-monochrome system interrupted by one unmistakable signal. Lime is a trigger, not decoration.

Primary ink / 50%

Near Black

#050505

Urgency / 20%

Signal Lime

#D2FF8A

Canvas / 25%

Warm Paper

#F8F7F2

Support / 5%

Concrete

#646464

Accessibility: use Near Black on Signal Lime and Warm Paper. Use Warm Paper on Near Black. Concrete is supporting text only on light surfaces.

03 / Typography

Type with urgency

Typography should feel like a sold-out poster, a venue stamp, and a countdown clock—never like a polite lifestyle newsletter.

Display / Impact

Plans
expire.

All caps. Tight leading. Headlines, numbers, campaign declarations.

Body / Inter

Find what is happening before it disappears.

Navigation, event details, product copy, calls to action, and explanatory text.

Utility / System Mono

00:47 LEFT TO PIN

04 / Messaging

Say it fast

Lead with motion, consequence, and proximity. The audience should understand the benefit before they finish the sentence.

Positioning

FOMO is the real-time local discovery app for people who would rather go than wonder what they missed.

One-liner

Find what’s happening near you before it disappears.

App store short

Live events, local deals, and last-minute plans—before they’re gone.

Elevator pitch

FOMO turns your city into a live feed of events, restaurants, activities, and local finds. Pin what matters, move before the moment passes, and stop finding out after everyone else.

Social bio

What’s live. What’s local. What you’ll regret missing.

Primary headline

YOUR CITY IS HAPPENING WITHOUT YOU.

Campaign line

CLOSE THE GROUP CHAT. GO OUTSIDE.

Product promise

LESS SEARCHING. MORE SHOWING UP.

Primary CTA

SEE WHAT’S LIVE

Save CTA

PIN IT BEFORE IT’S GONE

05 / Voice

Friendly pressure

FOMO sounds like the friend who already has their shoes on: direct, plugged-in, slightly impatient, and worth following.

Urgent, not anxious

Create momentum. Never shame someone for staying in.

Specific, not generic

Say tonight, three blocks away, or six spots left.

Playful, not childish

Use dry pressure and confidence. Skip gimmicks and slang piles.

Local, not touristy

Write like someone who knows the block, not a travel brochure.

“Three tables left tonight. Pick one.”

Don’t

“Explore an amazing world of unforgettable dining experiences!”

06 / Campaign toolkit

Ready to launch

Editable master layouts for social, stories, web, email, and partner placements. Keep the message oversized and the action immediate.

Explore feed screenshot

Mobile product view for press, launch, and partner placements.

Social square

Launch and discovery posts.

Story template

Vertical event drops and countdowns.

Promo banner

Web, email, and partner placements.

Campaign formula

01Name the moment.
02Make delay feel costly.
03Give one action.