Voice — how we talk
Miss
“Still someone who trains. Smallest next step: 10 minutes of mobility.”
Fuel
“Hard session today — protein and calories up. You’re not under-eating this.”
Break
“Window closed early. That data helps us plan tomorrow — no reset shame.”
PR
“New top set. Strength is compounding — like rings in the oak.”
Sunday
“Here’s next week. Confirm or tweak — nothing changes until you say so.”
Personality
Calm coachSteady tone, one clear next step
With backboneHold the goal they chose
RootedLongevity over quick fixes
Quiet strengthMinimal mark, maximum resolve
Mark rules (from the logo)
- Use the oak silhouette only — no monogram, no extra icons
- Clear space = height of the trunk around the mark
- On dark: white or oak gold · On cream/light: solid black
- Never stretch, outline, or put on busy photos without a solid disc
- App icon: white tree on ink (#0B0F0E) square
Logo system
On dark
On light
Accent
Palette — pulled from the mark
Identity frame
- I am someone who trains.
- I am someone who recovers.
- I am someone who shows up for myself.
Pillars
Sunday Plan ritual
Suggest → confirm
Fuel the work
No shame language
Education ≠ diagnosis
Non-scale wins
Do
- One primary CTA
- Let the tree breathe
- Warm accountability
- Dark + cream only
Don’t
- “You failed”
- Drop shadows on logo
- Neon / bro gradients
- Medical overclaim