Shortlist

Brand Guidelines

Identity system for Shortlist, and the products we build.

01 — Who we are

We are the creator marketing company.

Shortlist is the operating system for modern marketing. We study virality, build tools for the brands we serve, and invest in creators who shape culture. Our flagship product, RoarOS, is an AI social marketing agent that tracks, tags, and surfaces the insights that actually matter.

CompanyShortlist
ProductRoarOS
Based inNew York City
Founded2025
02 — Logo & shapes

The mark

The brand is built from a set of primitives that represent connection — circles and rounded squares. Through their union, emergent patterns appear. A bridge is formed.

primitives
03 — Our palette

Color

A refreshed palette. Warm tones lead, cool tones support. Click any swatch to copy its hex value.

04 — Typography & voice

How we write

Shortlist's voice is approachable and conversational. We speak to our customers like we're sitting across from them in a coffee shop. We want to make everyone feel like the smartest person in the room.

Primary typefaceSatoshi Variable
Accent typefacePlayfair Display
Do
Write like you're talking to a smart friend. Be direct.Use sentence case everywhere. Let the words breathe.Lead with the benefit. Say what it does, then how.Use Playfair Display sparingly — for taglines and editorial moments.Keep paragraphs short. One idea per paragraph.
Don't
Never use ALL CAPS or wide letter-spacing. Ever.Don't use jargon, buzzwords, or hype language.No exclamation marks in headlines. Stay composed.Don't exceed 6px border-radius on any element.Avoid passive voice. Say who does what.
05 — Surfaces and light

Gradients

Built by Shortlist. Powered by RoarOS.

For brand usage questions, asset requests, or partnership inquiries.

roaros.comshlist.com