The idea

Reddit is a rabbit hole. We bring the leads out.

LeadRabbit finds people on Reddit asking for what an agency sells, labels their intent and drafts a helpful reply. The brand turns that into one character, Scout, who does the digging so founders don't have to.

01 · Logo

The rabbit mark and wordmark.

The wordmark is set in Season Sans Bold: "Lead" in Ink, "Rabbit" in Orange. Always use the supplied files. Never redraw, recolour or stretch the logo.

Primary

On white and peach. leadrabbit-logo.png

Reversed

On soil and dark photos. leadrabbit-logo-white.png

Mark

Favicon, app icon, small spaces. leadrabbit-mark.png

Clear space: the height of the rabbit's ear on every side. Minimum wordmark height: 20px on screen.

02 · Colour

Warm, burrowed, unmistakably orange.

Pulled from Scout: plush orange, peach ground, burrow brown. One orange, the same one the product uses, for anything clickable and every accent.

Orange#CA3500Buttons, links, accent words, marks

Peach#FBD8C1Brand ground, panels

Peach Soft#FDEDE3Chips, soft fills

Burrow#452012Hole, deep accents

Soil#33180CDark sections, code

Ink#1A0E08Primary text

Paper#FFFFFFPage background

Ratio guide: 70% paper · 15% peach · 10% ink and soil · 5% orange. Orange on white passes WCAG AA for text and buttons.

03 · Typography

Four families. Locked.

Display for confidence, mix for warmth, body for clarity, mono for the small print.

Season SansDisplay · H0–H1 · Bold 750 · 64/72

Find leads on Reddit.

Season MixSection headings · H2–H6 · Semibold 670 · 48/48 · accent in Medium Italic

How LeadRabbit gets you clients.

GeistBody & buttons · Regular 400 / Medium 500 · 16/24

LeadRabbit alerts you when someone on Reddit asks for the service your agency sells, and drafts a helpful reply.

Geist MonoLabels & microcopy · Light 300 · 12/16 · tracking 0.75 · uppercase

$1 for 3 days · setup in 2 minutes

Licence: Season Sans and Season Mix need a commercial licence for LeadRabbit before public launch.

04 · Mascot

Meet Scout.

A hand-knitted plush rabbit who lives in the Reddit rabbit hole. Scout always appears in a burrow and rises in four stages. Each stage has a meaning; use the one that matches the moment.

Stage 1 · Listening

Watching, loading, waiting. Empty states and loaders.

Stage 2 · Spotted

Found something. Nudges, final CTAs, "peek" moments.

Stage 3 · Alert

A lead is here. Notifications, alerts, emails.

Stage 4 · Win

Success and welcome. Hero, onboarding done, deals won.

Do

Keep Scout in or at a burrow.
Place Scout on paper or peach.
Let Scout move a little: ear sways, peek-and-pop, a wave.
Use the name Scout in playful microcopy only.

Don't

Recolour, outline or flatten the plush.
Give Scout props, clothes or text.
Put Scout on soil or busy photos.
Use Scout to explain the product. Words do that.

05 · Pattern & marks

One underline. Peeking ears.

No background pattern. Peach stays plain so Scout does the talking.

Peeking ears

Scout stage 1 over the top edge of the recommended card. Once per page.

on Reddit.

Hand-drawn underline

Orange, under one phrase per page section, max.

Sales PotentialPain Point

Intent chips

Geist Mono 400. Sales Potential always in orange.

06 · Components

Buttons and labels.

Find your first lead Start for $1$1 for 3 days · setup in 2 minutes

Every button has the dot. Primary is Orange; secondary is paper with a line. Radius 10px.

07 · Voice

Clear first. Rabbit second.

Say plainly what LeadRabbit does, then add one rabbit touch. If a line only works because of the metaphor, rewrite it.

Write	Not	Why
LeadRabbit alerts you when someone asks for your service.	Scout digs through Reddit for you.	Say what it does before who does it.
Reddit is a rabbit hole. LeadRabbit brings the leads out to you.	Send a rabbit.	The metaphor must land on a benefit.
Find your first lead	Find your first leads / Send Scout	One lead is a believable first win.
We dig. You close.	Made by a rabbit who reads Reddit…	Short beats cute.

Always

British English (optimise, labelled, colour).
Short sentences. One idea each.
Real numbers only. Placeholders until proven.
Helpful, never pushy. We don't pitch; neither do our users.

Never

Em dashes.
Hype words: unlock, leverage, seamless, 10x, game-changing.
Promises we can't keep ("Reddit never bans").
Trash-talking named competitors.

08 · Ad creatives

Three templates. Four sizes.

Every ad is a hook, a lead or a quote. Logo top-left, headline with one orange accent, Scout bottom-right in its burrow, and the Orange button with a dot. Max 25 words on the image.

Hook

Peach. Big headline, one supporting line, Scout stage 4. For awareness and offers.

Lead

Peach. A real-looking Reddit request with an intent chip, Scout stage 3. Shows the product.

Quote

Soil. An approved customer quote, key phrase in orange, Scout stage 2. Social proof.

Format	Size	Use
4x5	1080 × 1350	Meta feed (default)
9x16	1080 × 1920	Stories and Reels (text clear of top 250 and bottom 340 px)
1x1	1080 × 1080	Feed and carousel fallback
1.91x1	1200 × 628	Link ads, LinkedIn, Reddit

Headline formulas

Find leads / on Reddit.
Someone just asked / for your agency.
Referrals dried up? / Reddit didn't.
Skip the rabbit hole. / Keep the clients.

Before it ships

One orange moment, text inside the safe zone.
Scout stage matches the message, ears not cropped.
Prices and "coming soon" exactly right.
Real quotes only. No invented numbers or logos.

Generate ads with Claude: ads/claude/README.md · Generator: ads/tools/make_ad.py (in the marketing repo)

09 · Downloads

Brand files.

Logo (PNG)Logo on dark (PNG)Mark (PNG)Scout, stage 4 Tokens (JSON)

10 · Tokens

For developers.

Import brand/tokens.css and use the variables. Change colours here, never in page CSS.

--lr-orange:#CA3500;
--lr-peach:#FBD8C1;       --lr-peach-soft:#FDEDE3;
--lr-burrow:#452012;      --lr-soil:#33180C;
--lr-ink:#1A0E08;         --lr-paper:#FFFFFF;
--lr-display: Season Sans · --lr-heading: Season Mix
--lr-body: Geist · --lr-mono: Geist Mono
--lr-underline: hand-drawn underline