Brand — LTM

Modernization without gatekeeping ✦ Signal Green is an accent, not a background ✦ No em dashes. No exclamation marks. No emojis. ✦ Paper first. Dark for contrast. Green for punctuation. ✦ DM Mono for UI. Special Elite for texture. Bebas for impact. ✦ One green circle per canvas. Always. ✦ Say it once, say it well. ✦ Modernization without gatekeeping ✦ Signal Green is an accent, not a background ✦ No em dashes. No exclamation marks. No emojis. ✦ Paper first. Dark for contrast. Green for punctuation. ✦ DM Mono for UI. Special Elite for texture. Bebas for impact. ✦ One green circle per canvas. Always. ✦ Say it once, say it well. ✦

LTM works across three disciplines — products, tools, and strategic advisory — unified by one conviction: modern sports business capability belongs to every organization willing to build it.

Core Principles

Mission

Modernize Sport

To modernize the business of sport — through intelligent tools, purpose-built products, and strategic advisory — for every organization, regardless of size or resources.

Vision

Level Access

A sports industry where any team, league, or venue has access to the same quality of strategic intelligence, technology, and operational capability as the largest organizations in the game.

Position

No Gatekeeping

Modernization without gatekeeping. LTM brings together products, tools, and strategic advisory built by practitioners — not platform vendors — for sports organizations of every scale.

Promise

Fast and Transparent

You'll move faster and know exactly what you're paying — whether you're deploying a product or working with us on strategy.

Brand Personality

LTM has the personality of the expert who doesn't need to impress you. Genuinely good at the job, and respects your time too much to showboat.

01/05

Confident

States things directly. Doesn't hedge. Doesn't over-qualify.

02/05

Transparent

Prices published. Sources cited. Nothing hidden behind a sales call.

03/05

Anti-Enterprise

Openly rejects the complexity, cost, and jargon of big-platform thinking.

04/05

Expert

Earned authority. 10 years in sports business, not a tech startup cosplaying in it.

05/05

Dry Wit

"You're welcome." The humour is understated. Never at the audience's expense.

Three modes. One accent. Paper is the default canvas. Dark sections are contrast moments. Green is punctuation — reserved for tickers, CTAs, and full-bleed impact.

Core Tokens

Primary

Paper

#EDE8DC — --paper

Primary canvas. Page backgrounds, cards, all content surfaces.

Structural

Ink

#0D0D0D — --ink

Text, borders, buttons, structural elements.

Accent

Signal Green

#00E87A — --green

CTAs, dots, tickers, section punctuation. Power comes from scarcity.

Dark

#0A0A0A — --dark

Footers, manifesto sections, contrast moments.

Secondary

Faded

#7A7268 — --faded

Labels, metadata, captions, muted nav text.

Body

Dim

#4A4540 — --dim

Body copy on paper. Softer than ink, warmer than gray.

Editorial

Red

#CC0014 — --red

Verdict stamps, strikethrough prices. Never for UI states.

Paper Mode (Default)

Warm off-white canvas. Heavy ink structure. The default for all web surfaces, documents, and print. Not white — the warmth is intentional.

Dark Mode (Contrast)

Used for specific sections requiring gravitas or contrast. Not the default. Think footers, manifestos, "No BS." invasion strips. Each transition is marked with a 5px ink border.

Green Mode (Punctuation)

Full-bleed Signal Green for high-energy moments: tickers, CTA sections, sign-up forms. Never for general content. Its power comes from being used sparingly.

Five fonts. Each with a specific job. The system is modeled on editorial print design — different typefaces signal different levels of authority, like physical cuts from different sources.

Font Stack

LOOK THINK MOVE

Anton

Display / Impact — hero headlines, inverted highlights, "hammer" words

Weight: 400 only

Modernization Without Gatekeeping

Bebas Neue

Condensed Display — section titles, product names, price figures

Weight: 400 only

Get Access — No Sales Call Required

Oswald

UI / CTA — primary buttons, nav CTA, strong labels

Weight: 700 only

Navigation · Labels · Eyebrows · Metadata · Captions

DM Mono

UI / Functional — all labels, nav links, captions, form fields

Weights: 400, 500

Sports organizations of every scale deserve the same quality of strategic intelligence as the largest in the game.

Special Elite

Texture / Character — hero sub-copy, card body, faded descriptive text

Weight: 400 only

The only AI company in sports that publishes its prices and answers your questions the same day.

Your club's voice. Online. Always.

PT Serif

Long-form / Editorial — body copy, taglines in italic, report text

Weights: 400, 400 Italic

The Ransom Letter System

// Live specimen — headline composed from 9 cut types

THE

INDUS

TRY

.ca — Anton

Clean, authoritative. Standard ink. The default heavy cut.

.cb — Bebas Neue

Condensed, angular. Newspaper headline energy.

.cc — PT Serif Italic

Editorial, softer. Raised baseline. Adds contrast to hard cuts.

.cd — DM Mono Boxed

Typewriter, mechanical. Outlined box — like a stamped letterpress block.

.ce — Oswald

Condensed grotesque. Bold structural presence.

.cf — Special Elite

Worn typewriter. Dropped baseline. Aged, physical texture.

.cg — Anton Inverted

Paper text on ink background. Maximum contrast block.

.ch — Bebas Green Slab

Ink text on Signal Green background. The brand's most energetic cut.

.ci — Anton Outline

Hollow outline. Transparent fill. Creates depth within a headline.

LTM has one voice. It doesn't change by channel or audience. Confidence, clarity, and the occasional well-timed observation. Confidence dial: 4 out of 5.

The Dial

Too Flat

"Parla is an AI chatbot for sports teams."

"Contact us for pricing information."

Still Flat

"Parla helps your fans find answers quickly."

"Pricing is available on request."

Getting There

"Parla answers your fans — so your staff doesn't have to."

"See pricing below. No sales call needed."

On Brand

"Your club's voice. Online. Always."

"Here's exactly what Parla costs. No sales call required."

Too Much

"We basically solved fan engagement. NBD."

"While your competitors are still on hold with enterprise support..."

Hard Rules

Banned

"We're excited to announce…"

Instead

"[Product] is live. Here's what it does."

Banned

Exclamation marks for emphasis!

Instead

Periods. Short sentences carry their own weight.

Banned

"Streamlined," "Robust," "Leverage"

Instead

"Faster," "capable," "use." Name the thing.

Banned

Em dashes — like this — in body copy

Instead

En dashes, commas, or a new sentence.

Banned

Emojis in any LTM brand context 🚫

Instead

The green dot is the brand's only accent.

Banned

Uncited statistics or data

Instead

"According to [Source], [insight]." With a link.

Every element in the system. No border-radius on interactive elements. Heavy ink borders as structure. Paper background on components unless explicitly noted.

Buttons

Ink Fill Green Fill Secondary

Type	Spec
Primary Ink	Ink bg · Green text · Oswald 700 · 12px · ALL CAPS
Primary Green	Green bg · Ink text · Oswald 700 · 12px · ALL CAPS
Secondary	Transparent · Faded text · DM Mono · 2px ink border
All	No border-radius · Padding 13–14px 26–28px

Tags & Stamps

Live in Days No IT Needed $300/mo

Guilty

Correct

$300

Per Month

Ticker Strip

Modernization without gatekeeping ✦ No IT department. No long contracts. ✦ Modernization without gatekeeping ✦ No IT department. No long contracts. ✦

Signal Green background · 4px ink border top and bottom · Special Elite 12px content · Bebas Neue separators · Infinite horizontal scroll.

Pull Quote & Clip

Any team. Any size. Same capability.

Bain & Co. report, 2024: 73% of sports organizations cite data infrastructure as their primary operational bottleneck.

Pull: Anton 17px · 4px left ink border. Clip: DM Mono 9px italic · faded · left green-tinted border.

Texture System

Grain Texture — Paper Surfaces

Scanlines — Dark Surfaces

Effect	How	Opacity	Usage
Grain	SVG fractalNoise via ::after pseudo-element. mix-blend-mode: multiply.	0.07–0.075	Paper backgrounds only
Scanlines	repeating-linear-gradient via ::before pseudo-element.	0.015–0.05	Dark sections only
Ghost Text	Oversized Anton/Bebas Neue, absolute positioned.	0.025	One per section, max
Xerox Photo	img with mix-blend-mode: multiply on paper bg.	0.85–0.9	Floating cutout photos

Three products. One voice. Each has a specific audience and a specific pain. The one-liners are not taglines — they are compressed arguments.

Product Architecture

Parent Brand

LTM·

"AI tools for sports that just work."

The only AI company in sports that publishes its prices and answers your questions the same day. Built by practitioners, not platform vendors.

Fan Engagement Product

Parla·

"Your club's voice. Online. Always."

Fans asking the same 40 questions at all hours. Staff time wasted on repetitive enquiries. Parla handles it — live in days, no IT department required.

AI Consultant Product

Jo·

"Your sports business consultant. $29/month."

Expensive engagements. Generic AI with no domain expertise. Uncited, hallucinated data. Jo uses proprietary frameworks, cites every source, never hallucinates.

Ownable Phrases

Phrase	Signals
"No IT department. No long contracts. No nonsense."	Anti-complexity. Operator audience.
"No hidden fees. No surprises. Ever."	Transparency. Trust.
"Live in days."	Speed. Low friction.
"Not ChatGPT. Real frameworks. Real market intelligence."	Differentiation from generic AI.
"The right tool for the job. Not a six-figure platform commitment."	Anti-enterprise. Value.

The things that will make this brand look like every other agency. Charged. Tried. Found guilty.

Design Crimes

Charge 01

Green Body Text

Signal Green is an accent. Using it for body copy dilutes its power and reduces readability.

Use --ink or --dim for all body copy. Always.

Guilty

Charge 02

Rounded Corners

Border-radius on cards, buttons, or tags softens the editorial sharpness that defines this system.

No border-radius on interactive elements. Sharp edges only.

Guilty

Charge 03

Ransom in Body Copy

The ransom letter system is for display headlines. Using it in captions or body copy destroys legibility.

Ransom cuts for headlines only. Special Elite or PT Serif for body.

Guilty

Charge 04

Two Equal CTAs

Two buttons of equal visual weight create decision paralysis. There is always a primary action.

One primary (ink or green fill). One secondary (bare outline). Never equal.

Guilty

Charge 05

Mixed Section Modes

A section that blends paper and dark within itself breaks the structural rhythm of the page.

One mode per section surface. Paper, dark, or green. Never mixed.

Guilty

Charge 06

Looping Decoration

Decorative animations compete with content for attention and undermine the brand's confidence.

Only the ticker and pulse dot loop. All other animations are triggered.

Guilty

Voice Crimes

Never Write		Write Instead
"AI-powered" as a standalone claim	→	Name what the AI specifically does
"Streamlined," "Robust," "Leverage"	→	"Faster," "capable," "use"
"We're excited to announce…"	→	"[Product] is live. Here's what it does."
Exclamation marks for emphasis!	→	Periods. Short sentences carry their own weight.
Em dashes — in body copy	→	En dashes, commas, or a new sentence
Emojis in any LTM context	→	The green dot is the brand's only accent
Uncited statistics or data	→	"According to [Source], [insight]." With a link.

CLOSING

PRINCIPLE

The LTM brand is built on the same principles as its products: simplicity, transparency, and earned confidence. The punk design adds one more — honesty about what it is. When in doubt, remove something rather than add it. The brand that does less, consistently, is more recognisable than the brand that does more, inconsistently.

Questions: support@lookthinkmove.com