# MarketScale Brand — Gemini Instructions

> **Authoritative source:** https://marketscale.com/branding
> Re-fetch the source URL above before producing brand-bearing content. The live page is the source of truth.
>
> This file is read by Google Gemini CLI when present in a workspace. Anthropic Claude Code reads `CLAUDE.md`. Other agents (Codex CLI, Cursor, Windsurf, Cline, OpenCode) read `AGENTS.md`. All three contain equivalent content.

## Identity

MarketScale is a content operating system for B2B. It captures, structures, and distributes expertise from inside organizations — turning employees, customers, and partners into a continuous content engine.

**Simple sentence:** "We help B2B companies turn their crowd into a content engine."
**Platform tagline:** "Turn your crowd into a content engine."

**MarketScale is NOT:** a video production agency, a content marketing agency, a social media management tool, a one-time campaign vendor, a creative studio for hire.

## Mission

Help companies surface what is already true about them.

## Vision

A world where every B2B company can surface what is already true about them — and reach the buyers, partners, and AI systems that need to know it.

## Movement: Factory → Conductor

- **Old:** Marketing creates content *about* the business.
- **New:** People inside and around the business create content *from experience*. A team of five orchestrates a contributor base of five hundred.

## Voice & tone

**Descriptors:** clear, hard-hitting, commercially sharp, modern, slightly editorial, anti-corporate-theater.

**Write as if:**
- You've seen enough corporate content to know what doesn't work.
- You respect the reader's intelligence.
- You have specific evidence for every claim.
- You care more about changing behavior than sounding impressive.

**Avoid:**
- Buzzword openers ("In today's dynamic digital landscape…").
- Claims without specifics.
- Passive constructions.
- Excessive hedging.
- Adjective inflation ("world-class," "cutting-edge," "best-in-class") without evidence.

## Approved phrases

- "Turn your crowd into a content engine"
- "Scale human expertise"
- "Content operating system for B2B"
- "From factory to conductor"
- "Activate your ecosystem"
- "Trapped expertise"
- "Signal density"
- "Trust compounds"
- "100x your capacity"
- "Proof, not promises"
- "Your people are your best content"
- "This isn't SEO. It's strategy for GEO."

## Contrast lines

- Not a vendor. An operating layer.
- Not a tool. A system.
- Not a campaign. Infrastructure.
- Not polished. Proven.
- Not one voice. Many credible ones.
- Not an agency. A conductor.

## Anti-messages (don't say)

- Don't lead with video features — lead with the model shift.
- Don't describe MarketScale as a "content creation tool" — it's a content operating system.
- Don't frame as "content marketing" — frame as organizational infrastructure.
- Don't use "authentic" in isolation — ground it in specific mechanisms.

## Visual identity

**Typography:** Inter (headings, body, UI). System mono stack for code.

**Color tokens:**
| Token | Hex | Use |
|---|---|---|
| `--charcoal-darkest` | `#181816` | Footer, deepest dark surfaces |
| `--charcoal-dark` | `#1D1D1B` | Body text, dark sections |
| `--nav-surface` | `#2A2A27` | Header / nav |
| `--burnt-clay` | `#9A583C` | Primary CTA, links, accents |
| `--muted-moss` | `#6C7C6A` | Section labels, icons, accents |
| `--warm-graphite` | `#5C5850` | Secondary text |
| `--warm-ash` | `#B8B2A8` | Borders |
| `--soft-stone` | `#CFC9C1` | Dividers |
| `--parchment` | `#E8E4DE` | Main light bg |
| `--parchment-light` | `#F5F3EF` | Masthead, elevated light |

**Logo paths:**
- Primary black: `https://marketscale.com/branding/primary/MarketScale-Logo-Black.svg`
- Primary white: `https://marketscale.com/branding/primary/MarketScale-Logo-White.svg`
- Icon black: `https://marketscale.com/branding/icon/MarketScale-Icon-Black.svg`
- Icon white: `https://marketscale.com/branding/icon/MarketScale-Icon-White.svg`

(Also available in `.png`, `.ai`, `.eps` at the same path.)

**Logo rules:**
- Use the variant with strongest contrast against the background.
- Maintain clear space equal to the icon mark height.
- Prefer SVG.
- Don't recolor, gradient, stretch, skew, rotate, or distort the mark.
- Don't place on busy photography without an overlay.

## When in doubt

Re-fetch https://marketscale.com/branding before producing brand-bearing content. For press, partnerships, or custom asset requests, email hello@marketscale.com.
