Draft guidelines / approval gated

Adaptive endurance coaching, built around the locked Nocturne logo.

This brand guideline turns the deployed Pocket Coach Nocturne concept into a working system for product, launch, social, and App Store assets. The supplied logo is preserved exactly. The brand work happens around it.

Review Logo Rules View Brand System
01 / Preserve

Use the exact JPEG asset from the deployed HTML page. Do not alter it.

02 / Support

The palette, UI, motion, and copy support the mark; they do not modify it.

03 / Space

Use quiet dark space and clear boundaries so the mark feels premium.

04 / Approve

Public publishing, app icon work, and production visual changes require Jack approval.

Brand Foundations

Pocket Coach helps busy beginner and intermediate endurance athletes keep training when real life disrupts the plan.

Core Promise

My training plan broke because life got in the way. Pocket Coach fixes that.

Positioning

The adaptive endurance coach for busy athletes whose plans keep meeting real life.

User Feeling

I know what to do today, and I know the plan can flex without falling apart.

Audience

The default user is not a pro athlete with a perfect calendar. They are a runner, cyclist, triathlete, or hybrid endurance athlete trying to stay consistent around work, family, fatigue, weather, and changing availability.

Needs

  • Clear next action
  • Plan changes explained
  • Less guilt after missed sessions
  • Training structure that survives life

Context

  • Calendar clashes
  • Short training windows
  • Weather disruption
  • Recovery and fatigue tradeoffs

Brand Boundary

  • Credible but accessible
  • Endurance-aware but not elite-only
  • Useful before motivational
  • Personal companion, not medical authority

Color System

The palette is derived from the deployed concept page and supports the logo. Use mostly dark neutrals, with Adaptive Teal reserved for guidance, active states, and plan-change signals.

Obsidian#070D16
Nocturne Navy#0B1320
Deep Signal#101B2A
Panel Steel#172638
Adaptive Teal#80F1EE
Signal Ice#D7FBFF
Morning Mist#EEF5F8
Muted Guidance#9FB0BE
Quiet Slate#6F8292
Recovery Mint#A7F7D1
Amber Caution#F0C46C
Boundary Line#263A50

Typography

Use Inter or a similar clean sans-serif. The tone should be modern, mobile-native, and serious enough for training decisions without feeling clinical.

Today changed. Your plan already adapted.

Use short, useful coaching copy. Avoid hype. Make the product feel intelligent without sounding cold: “Shifted your long run to Sunday. Today stays easy so you can recover.”

Iconography, Illustration, Photography

Visual assets should clarify adaptation around real life. Product UI and real endurance context should matter more than abstract AI decoration.

Icons

Precise, geometric, thin-to-medium weight. Use calendar adjustment, route recalibration, session swap, recovery, weather, readiness, and time-window cues.

Illustration

Dark-mode UI scenes, subtle route overlays, teal signal lines, and real-life scheduling contexts. Avoid mascots and new compass symbols.

Photography

Everyday endurance athletes in realistic training contexts. Calm focus, clear activity, and practical product overlays. Avoid pro-only race-day or generic neon AI imagery.

App UI Principles

The app should feel like a calm command surface for the user's training day: clear next action, visible reason, and low-stress plan updates.

9:41Ready
TodayAdaptive planSynced
42 minEndurance ride adjusted around your calendar
Low strainRecovery protected after yesterday's late finish
Coach note

You missed the morning window. I moved the intensity to Saturday and kept today achievable.

9:41Week
Training routeFour sessions plannedAdaptive
MONEasy run35 min aerobic
TUEStrengthShort home session
THUIntervalsMoved from Wednesday
SUNLong rideWeather-aware timing
Why it changed

Work travel blocked Wednesday. The plan kept the key session but opened recovery space.

9:41Coach
Ask Pocket CoachTraining decisions
You

I only have 25 minutes today. Should I skip?

Pocket Coach

Do the shortened easy run. It keeps consistency without adding fatigue. I'll protect the quality session for Friday.

Plan updatedToday's session reduced, Friday unchanged

Tone And Messaging

Pocket Coach sounds like a practical endurance coach who understands that the athlete has a life outside training.

Use

  • Practical, specific coaching language.
  • Empathy for missed sessions.
  • Clear reasons behind plan changes.
  • Plain English and short mobile copy.

Avoid

  • “Crush your goals” fitness clichés.
  • No-excuses guilt language.
  • Medical or guaranteed performance claims.
  • Elite-only jargon as the default.
Your training plan, adjusted around real life.
Adaptive endurance coaching for real life.
Missed the window? Pocket Coach recalibrates the week.

Launch Assets

Launch creative should lead with real plan disruption scenarios, then show Pocket Coach adapting the day or week.

Website

Lead with the adaptive training promise, use the logo as a premium anchor, and show product UI moments where the plan changes clearly.

App Store

Screenshot sequence: Today adapted, Week recalibrated, Coach chat, Context/integrations, Decision transparency.

Social

Use scenario-led posts: only 25 minutes, missed long run, work trip, bad weather, fatigue. Pair each with a before/after adjustment.

Approval Gates

These guidelines are draft working material. External publishing, official finalisation, logo derivatives, and production app changes remain approval-gated.

Requires Jack Approval

  • Publishing this page publicly.
  • Changing production app, website, App Store, icon, or splash assets.
  • Creating app icon, favicon, monochrome, SVG, or simplified logo derivatives.
  • Buying fonts/tools or making medical/performance claims.

Open Decisions

  • Approve Nocturne as the main brand direction.
  • Confirm whether a higher-resolution logo original exists.
  • Decide whether Inter is final.
  • Choose primary launch line.
  • Decide whether public landing page adopts this system.