01 — Tagline
The Line.
Official.
One tagline. Locked. It works standalone — on a wall, on a phone screen, on a wristband, on a venue pitch deck. Use it consistently across every touchpoint.
Official Tagline
One less reason
to leave.
Indirect and venue-aware. Speaks to the guest's experience without leading with the product. Works equally for consumer-facing copy and B2B venue operator materials.
OOH / Signage
One less reason to leave.
Social
One less reason to leave. Zurp near the bar.
Venue Pitch
Give your guests one less reason to leave.
Always sentence case
"One less reason to leave." — not "ONE LESS REASON TO LEAVE" in body copy. All-caps is reserved for display headlines only.
Include the period
The full stop is part of the line. It signals confidence, not a question. Never drop it.
Don't modify it
No variations, no extensions, no "Zurp — one less reason to leave." The line works because it's clean. Keep it that way.
02 — Logo System
Zurp
The Mark.
The wordmark is a handwritten script — expressive, confident, and unmistakably human. The Z mark is used as a standalone icon for small formats: app icons, hardware embossing, favicon, and social profile images. Never stretch, recolor, or add effects to either mark.
Primary — White on Void
Secondary — Black on Frost (light backgrounds only)
White on Void
Black on Frost
Z Mark — Icon format. App icons, hardware embossing, favicon.
Always
Never
03 — Color System
One accent.
Electric Blue.
The palette is built around restraint. Void is the canvas. Frost is the voice. Electric blue is the single LED dot — used sparingly, never as a fill, never as a background. When blue appears, it means something. The moment it's everywhere, it means nothing.
Void
#0A0A0F
Primary background. Near-black with blue undertone. Never pure black.
All backgrounds, overlays
Electric
#3D7EFF
The single LED dot. The disco fragment. The brand's pulse.
Accent only. Max 15% of any surface.
Frost
#F0F2F5
Primary text. Cool off-white. Not warm, not pure white.
Headlines, body copy on dark
Mist
#6B7280
Secondary text. Labels, captions, metadata.
Supporting copy, section labels
Slate
#1C1E2A
Elevated surface. Cards, split sections, form backgrounds.
Section backgrounds, product panels
Electric Dim
rgba(61,126,255,0.15)
Subtle blue tint for overlays and hover states.
Hover states, image overlays, borders
Electric Blue — Usage Rules
Max 15% of any surface
Blue should never dominate. It punctuates.
Never as a background fill
No blue hero sections, no blue cards, no blue nav.
Accent elements only
CTAs, LED dots, section numbers, borders, hover states.
04 — Typography
One system.
Three fonts.
Barlow Condensed 800 for everything that needs to hit. Inter 300–600 for everything that needs to be read. IBM Plex Mono for everything that needs to be precise. Never mix roles. Never use a fourth font.
Display — Barlow Condensed 800
Your Night,
Uninterrupted.
Sub-headline — Barlow Condensed 700
Built For The Night. Designed To Disappear.
Body — Inter 300
Dead phones end nights early. Zurp puts power banks inside the venues you already love — so when your battery hits 1%, you don't have to choose between staying and calling your ride.
Label / Data — IBM Plex Mono 400
Capacity
10,000 mAh
Charge Time
0–80% in 90 min
Form Factor
Matte Black
Role
Font
Weight
Size
Case
Display / Headlines
Barlow Condensed
800
clamp(3rem, 8vw, 7rem)
ALL CAPS
Sub-headlines
Barlow Condensed
700
1.4–2.5rem
ALL CAPS
Body Copy
Inter
300–400
14–16px
Sentence case
Labels / Data
IBM Plex Mono
400
11px
UPPERCASE + tracked
CTAs / Buttons
Inter
600
12px
UPPERCASE + tracked
05 — Photography Direction
Dark by default.
35mm. Film grain.
Every Zurp photo should feel like it was taken by someone who was actually there. Not staged, not lit for a catalog. The atmosphere is always the hero. The product is present but never the loudest thing in the frame. Electric blue appears in every image — from the LED dot, the disco ball, or the UV light — but never dominates.
Placeholder images — replace with real photography per briefs in Section 09
Always
Never
06 — Voice & Copy
No hedging.
Confident.
Zurp speaks like someone who belongs in the room. Not trying to impress anyone. Not explaining itself. The brand doesn't announce itself — it's just there when you need it. Copy should feel like something a person said, not something a marketing team wrote.
Do
Short sentences. One idea per line.
Don't
Long compound sentences with multiple clauses.
Do
Speak to the night, not the product.
Don't
Lead with features or specs in consumer copy.
Do
Confident. No hedging.
Don't
"We think," "We hope," "We believe."
Do
Reference the experience, not the transaction.
Don't
"Rent a power bank for $X."
Do
Present tense. Active voice.
Don't
Passive constructions or future tense promises.
Do
One adjective max per sentence.
Don't
"Amazing, innovative, seamless charging solution."
Copy in Practice
Consumer — Short
Grab a power bank at the bar. Charge up. Return it on the way out.
Consumer — Long
Dead phones end nights early. Zurp puts power banks inside the venues you already love — so when your battery hits 1%, you don't have to choose between staying and calling your ride.
Venue — Short
Zero cost to you. Revenue share on every rental. Your guests stay longer.
Venue — Long
Zurp installs at no cost to the venue. We handle everything — hardware, maintenance, and restocking. Your guests stay longer. You earn a share of every rental.
08 — Email & SMS Tone
No fluff.
Short. Direct.
Email and SMS are functional touchpoints. They should feel like a message from a person, not a marketing automation sequence. Subject lines under 8 words. SMS under 160 characters. No exclamation points. No emoji in B2B communications.
SMS — Venue Confirmation
Zurp is live at [Venue]. Grab a power bank near the bar — tap, charge, return. That's it.
Email — Venue Partner Welcome
Subject: Zurp is in. Here's what's next.
Your station is installed and live. Guests can grab a power bank near the bar. You'll get a monthly revenue report. Any issues — reply here.
SMS — Low Battery Prompt (future)
Battery low? Zurp station near the bar. Tap and go.
Email — Venue Pitch Follow-up
Subject: Zurp — quick follow-up
We spoke about Zurp last week. Zero cost to you, revenue share on every rental, white-glove install. Happy to send over numbers if helpful.
09 — Venue Pitch System
Zero cost in.
For operators.
The venue pitch has four beats. Lead with the problem — dead phones send guests home early. Then the product. Then the business model. Then the ask. Never lead with the technology. Never lead with the brand. Lead with the problem the operator already knows they have.
01 — The Problem
The average nightlife guest loses battery before midnight. When that happens, they leave — to find a charger, to call a ride, to avoid the anxiety. Dead phones are a retention problem. And retention is revenue.
02 — The Product
Zurp is a wall-mounted power bank rental station. Matte black. Single blue LED. It disappears into the venue. Guests tap, grab a power bank, charge up, and return it before they leave. No app. No friction.
03 — The Model
Zero upfront cost to the venue. We install, maintain, and restock. You earn a revenue share on every rental. Guests who stay longer spend more. The math works for everyone.
04 — The Ask
We're looking for 10 venue partners in New York to launch with. If you're interested, we'll have a station installed within two weeks. No commitment beyond a 90-day trial.
Pitch Deck Visual Rules
Same color system as brand book — Void, Frost, Electric
Barlow Condensed 800 for all slide headlines
One image per slide — full-bleed, dark
No bullet points. Sentences only.
10 — Photography Production Briefs
Real photography brief.
10 shots.
These are the 10 images that define the Zurp visual library. Current placeholders are AI-generated. Replace each one with a real photograph matching the brief below. All 10 shots can be captured in a single night at a venue with the right setup.
01
Hero — Station in Context
Use: Website hero, venue pitch deck cover
Lighting
Practical bar lighting (amber) + UV/disco blue. No flash.
Talent
Background crowd only. No talent interaction with device.
Props
Actual Zurp station mounted on wall. Disco ball in frame.
Direction
Wide shot from inside a dark nightclub or upscale bar, looking toward the dance floor. A matte black Zurp station is mounted flush on a concrete or brick wall in the left foreground. Single electric blue LED dot glowing on the unit. Large mirror disco ball visible in the background, casting scattered blue and silver light fragments. Well-dressed crowd in the midground. Warm amber bar lighting mixing with electric blue UV. Shoot on 35mm film or digital with film grain applied. f/2.8 or wider. The station is present but the atmosphere is the hero.
02
Product — Power Bank Close-up
Use: Brand book product section, hardware spec sheet
Lighting
Single practical LED from the device itself. No additional lighting.
Talent
None.
Props
Zurp power bank. Disco ball fragments (loose mirror tiles) scattered on concrete.
Direction
Extreme close-up of the matte black Zurp power bank on rough dark concrete. Single electric blue LED dot is the only light source in the frame, casting a small blue glow pool on the concrete. Scattered disco ball mirror fragments around the device. Deep shadows. No text or branding visible on device. Macro lens, f/2.8. Electric blue is the only color — everything else is near-black and grey.
03
Station — Wall Unit Detail
Use: Venue pitch deck, how-it-works section
Lighting
Practical bar lighting. LED glow from station slots. No flash.
Talent
Out-of-focus crowd in background.
Props
Zurp station fully installed on wall.
Direction
Medium shot of the Zurp wall station mounted on dark brick inside a nightclub. Station is in sharp focus, right side of frame. Bar and crowd visible and out of focus in the background left. Each slot has a faint electric blue LED glow. One slot is open. Warm bar lighting from the left. Shoot at eye level. The station should feel like part of the venue architecture — not an intrusion.
04
Crowd — Dance Floor Energy
Use: Atmosphere section, social assets, manifesto page
Lighting
UV/blue disco lighting only. No flash. Long exposure.
Talent
Large crowd, 50+ people. Diverse, well-dressed, 21–35.
Props
Mirror disco ball. No product in frame.
Direction
Low angle looking up at a packed dance floor. Hands raised. Massive mirror disco ball at top of frame radiating electric blue light beams. White or light clothing glowing under UV. Concrete walls and industrial ceiling. Electric blue is the dominant light source. Long exposure — 1/15s or slower — to get motion blur on the crowd. 35mm film grain. Do not shoot from above. The viewer should feel inside the crowd.
05
Moment — Friends at the Bar
Use: Consumer-facing social, homepage people section
Lighting
Practical bar lighting + disco ball fragments. No flash.
Talent
Two people, 21–30, stylishly dressed. Candid, not posed.
Props
Zurp power bank on bar. Phone plugged in with cable visible.
Direction
Candid shot of two people at a dark bar. One person's phone is plugged into a Zurp power bank sitting on the bar surface. Both are laughing and looking at each other — not at the camera, not at the phone. Electric blue disco ball light fragments scattered across their faces. Warm amber bar lighting from behind. The charging is incidental — the moment is the focus. 35mm, f/2.0, shallow depth of field.
06
Venue — Upscale Bar Establishing
Use: Venue pitch deck, 'For Venues' section
Lighting
Practical bar lighting. Warm amber dominant. Blue accent from station.
Talent
Patrons at bar, background. No direct interaction with Zurp.
Props
Zurp station installed on wall. Upscale bar setting.
Direction
Wide establishing shot of an upscale cocktail bar interior. Dark wood and concrete surfaces. Warm amber backlit bottles behind the bar. Zurp station visible on the wall to the right — in frame but not the focus. Well-dressed patrons at the bar. Cinematic. The venue should look expensive and curated. This is the image that tells venue operators 'Zurp belongs here.'
07
Hand — Power Bank in Hand
Use: Social ads, product detail, email header
Lighting
Ambient club lighting. LED from device. No flash.
Talent
One person. Well-dressed. Hand and sleeve only.
Props
Zurp power bank.
Direction
Close-up of a hand holding the Zurp power bank. Dark suit sleeve visible. Background is completely out of focus — dark nightclub with scattered disco ball fragments. The single electric blue LED dot is the only color in an otherwise near-monochrome scene. The power bank is held naturally at waist height, not presented to camera. 35mm, f/1.8.
08
DJ — Booth and Crowd
Use: Atmosphere section, campaign imagery
Lighting
Warm backlight behind DJ. Electric blue from disco ball. Haze machine.
Talent
DJ (silhouette). Crowd of 30–50+.
Props
DJ booth. Mirror disco ball. Haze.
Direction
DJ silhouetted against a warm backlit wall, crowd packed in front with hands raised. Mirror disco ball visible upper right, radiating electric blue light beams through haze. Concrete walls, industrial ceiling, exposed pipes. Long exposure — motion blur on crowd. The DJ is the focal point but the energy of the room is the story. No product in frame. This image represents the world Zurp lives in.
09
Social — Group at Bar
Use: Social media, community/lifestyle section
Lighting
Practical bar lighting + disco ball fragments. No flash.
Talent
Four people, 21–30, diverse, stylish. Candid.
Props
Drinks. No product in frame.
Direction
Group of four people at a nightclub bar, laughing and talking. All stylishly dressed. Electric blue disco ball light fragments scattered across their faces and clothing. Warm amber bar lighting from behind. Candid — no one is looking at the camera. The moment feels real and unposed. 35mm, f/2.0. The energy is celebratory and intimate at the same time.
10
Texture — Disco Ball Macro
Use: Brand book backgrounds, section dividers, social textures
Lighting
Electric blue and warm amber light sources hitting the ball from opposite sides.
Talent
None.
Props
Mirror disco ball. Two colored light sources.
Direction
Extreme macro of a mirror disco ball surface. Individual mirror tiles in sharp focus. Electric blue light reflected in some tiles, warm amber in others. Dark background. The image is purely abstract — no context of the room visible. This is a texture asset. Shoot at f/8 for maximum depth across the tiles. Can be used as a background layer at low opacity.
07 — Social Templates
Not repurposed.
Platform-native.
Each platform has a different tone. Instagram is atmospheric. TikTok is candid. LinkedIn is business. Twitter is direct. Never post the same copy across all platforms. Adapt the message, keep the voice.
Instagram Post (Square)
Copy
Your battery is at 1%. The night is at 100%. Zurp. Near the bar.
Visual Note
Dark background. Electric blue accent. Zurp wordmark bottom-right.
Instagram Story
Copy
GRAB. CHARGE. RETURN. Zurp is at [Venue] tonight.
Visual Note
Full-bleed venue photo. White text. Z mark top-left.
TikTok / Reels Caption
Copy
POV: your phone dies at 11pm and you just found Zurp at the bar 🔵
Visual Note
Casual tone. Single emoji max. Link in bio.
Twitter / X
Copy
We put power banks in nightclubs so you don't have to leave early. Zurp.
Visual Note
No hashtags. No emojis. Brand voice — confident, direct.
LinkedIn (Venue Ops Audience)
Copy
Dead phones are a retention problem. Guests who lose battery leave early. Zurp fixes that — at no cost to the venue. We handle install, maintenance, and restocking. You earn a share of every rental.
Visual Note
B2B tone. No nightlife language. Focus on revenue and retention.