The Monty brand

Monty is your AI sales team for X. He works in a category of his own: warm inbound. That’s the frame we hold every time we explain him.

Fewer messages, to the right people, written well and sent by a person. When a decision is unclear, pick the option that serves this line.

Monty and the crew are calm professionals, a little smug about how good they are at the work. Never smug about you. Each trait has a line it never crosses.

Five kinds of people sell on X. Freelancers come first: they are the default reader of everything we write. Each audience has its own noun. Use their word, never “leads”, in a headline.

The seal is the foundation of everything we say, and it is never broken. Monty reads, scores, finds, watches, warms up, drafts and preps. The person decides and sends.

The mark, Monty’s head, with the wordmark in Inter Semibold at −2 % tracking. The mark is 1.4 × the type size and sits 0.5 × from the name, so it holds together at every size.

The mark always keeps its colours and its amber eyes. Only the wordmark changes: white on night and graphite, ink on paper and on the crew colours. Try it.

Monty’s head, drawn as one outline. The amber eyes are the brand in one detail: whatever the surface, size or medium, they never change colour.

Give the logo room. The clear space on every side is x, the width of one of Monty’s eyes. Nothing may enter it: no text, no edges, no other marks.

Below the minimum size the eyes stop reading. Under 24 px the mark switches to its small-size drawing.

The logo only works if it looks the same everywhere. Each switch below changes it in one way that breaks it. Turn a few on and watch it fall apart, then put it back.

Monty’s head, built from follower dots: the brand symbol for big moments like covers, launches, film intros and loading screens. First the eyes. Then the signal. It never replaces the lockup.

The app icon is the felt Monty: the same head in soft 3D, lit from the side, on a night tile. It is the only place the 3D head stands in for the logo.

Never pure black, never pure white. Three graphites build depth on top of night, each one step lighter, so panels lift without borders or shadows. Select any colour to copy its hex.

Colour on colour has to read before it can look good. Pick a text colour and a surface: the ratio, the accessibility levels and the brand verdict update as you go. Body text needs 4.5 : 1, big type needs 3 : 1.

Colour works because there is so little of it: one crew colour per piece, a few words in the gradient, and two amber eyes. If a layout feels loud, take colour away before adding anything.

Four crew colours run together, warm to cool: Hunter’s apricot, Sofie’s pink, Monty’s lavender, Luke’s mint. It runs at 92°, almost flat, like light along a horizon.

It appears once per piece: a few words of a headline, the horizon band, or one focal element. Never a button, a background, body text or the logo.

Amber belongs to Monty’s eyes: in the mark, on the felt crew and in the signal mark. It is never a button, a background or a highlight.

Inside the app a few colours carry meaning. They describe a lead, never the brand. Tier colours mean lead quality, and nothing else.

Clear on a phone screen, calm on a billboard. Nothing lighter than Regular, nothing heavier than Semibold.

Semibold speaks, Regular explains, Medium works the interface. Each weight has one job, so a page reads in the right order without any extra decoration.

Seven styles cover everything on the web. The bigger the type, the tighter the tracking. Body text is 17 px and never under 15.

Semibold, tracked in, set tight, in sentence case, ending with a full stop when they are a sentence. The gradient may touch the last one to three words, once per layout. Never the whole line.

Tap words to move the gradient, or write your own headline. The rules check it as you type.

Small habits make type look cared for. Check these before anything leaves the building.

The voice never changes. The tone moves with the moment, like a person’s does: steady in the morning, quietly pleased about a good lead, plain and reassuring when something breaks.

Pick a moment. The words change with it, the voice never does. Underneath is what a growth tool would say instead, which we never do.

Monty is a character, not a company. He has a name, a pronoun and his own way of saying when things go wrong. Hunter, Luke, Sofie and Milo work with him. Together they are the crew.

Our words come from a person’s world: following, noticing, saying hello. The words we avoid come from spam and growth decks.

Swaps that come up every week. When a line on the left sneaks into a draft, replace it with the line on the right.

“AI sales team” is our boldest phrase, and the easiest to misread. A sales team sounds like it does the selling. Ours does the groundwork. You do the sending.

When all five appear, Monty stands in the centre. Hunter, Sofie, Monty, Luke and Milo, left to right, on one floor, in one light, at one scale.

Each member owns one colour. It marks their room in the app, their posters and their lit dots in the signal field. Pick a cat.

The crew are calm professionals, and a little smug about how good they are. They never perform for the camera. Six rules keep every one of them in character.

Fourteen felt cutouts cover everything we make. Use them as they are, at any size, on night, paper or the member’s own colour. If a pose isn’t here, it isn’t approved.

When a crew member speaks, in a notification, an email or a post, use their felt face in a circle of their own colour. Below 24 px a face stops reading, so the mark takes over. Drag the size to see where it turns.

Six ready-made patterns built from the elements, for backgrounds, transitions and covers. Pick one per piece, and keep it behind the content.

Every follower gets a score from 0 to 100. The meter shows it as ten dots and the number: one dot for every ten points, rounded. It reads in one glance, so it stays the same everywhere.

A soft arc of dots low in the frame, glowing from apricot through pink and lavender to mint. It is morning arriving: the moment Monty has read your followers. This is the only place the full gradient lives as a band.

“You decide · You send” turns around Monty’s head. It is our promise in one object: Monty reads and drafts, and the person presses Send. Use it as a sign-off, never as a badge on the product.

Close-ups of the crew’s felt are the warm counterweight to the dots: real fibres, glass eyes, stitched kit. Shoot close, light from one side, keep the eyes amber.

Each member has a studio portrait on a seamless backdrop in their own colour. One light, one height, eyes level, the whole body in frame.

If a picture could belong to any software company, it isn’t ours. Keep it handmade, specific and honest, and leave out anything we don’t own.

Eight rooms, one tap away in the nav pill at the bottom of every screen. Show the app as it is.

The profile is a small billboard: the banner says what Monty is, the avatar says who, the bio says who sends. Hover the numbers to see the rule behind each part.

Every feature gets one post: Monty says what it does in his own words, and the picture is the real app showing it. Example data is always labelled. Never a feature that doesn’t exist yet.

Write a headline, pick a cat and a surface. The post follows the rules as you go, and the checks say what to fix. Everything here is the system in one frame.

Between feature posts, campaign posts carry one idea each: a headline, a character or a real component, and nothing that looks like a banner ad.

Every film opens on a quiet field of followers, then two amber eyes. The followers worth a hello light up and gather into Monty’s head. Then one line, then the lockup. Press replay as often as you like.

heymonty.si opens on the promise and the crew on the horizon, then shows the real app, step by step. One white pill per screen for the trial.

A billboard is read in two seconds: one headline of six words or fewer, one cat, the lockup in the corner. Posters take one crew colour each, side by side they tell the whole story.

On stage the screen is night with one line and one character. At a booth, the felt crew sit on the counter and the real app runs on a laptop beside them.

Merch should feel like something you’d buy. The crew is embroidered or patched, never printed big on the chest; the mark goes small, tone on tone. No slogans on clothes.

Night outside, paper inside. The mark sits alone on the outside of every card, envelope and box; the lockup and contact details go inside.

SVG for the mark, PNG for the lockups. The kit has everything here plus the crew cutouts, the colours as CSS variables and a short how-to.