Brand Kit
The design system for our premium creator-commerce brand studio.
This document defines how Saqen looks, sounds, and feels across every surface — from typography and color to motion, layout, and page-level design principles. It is the source of truth for building and redesigning every Saqen page.
Contents
Brand Essence
What Saqen is, what it believes, and how it should feel.
What Saqen Is
Saqen is the creator-commerce company helping creators and partners build, own, launch, and grow ecommerce brands. Saqen turns audience trust into owned brand equity through three connected paths:
Studios by Saqen
Custom creator-led brands built from the ground up.
Marketplace by Saqen
Ready-to-own creator brand foundations built for faster ownership.
Growth by Saqen
Client-only growth support after the brand is built.
Core Belief
The future of commerce belongs to creator-led brands.
Core Promise
Saqen helps creators turn audience trust into ecommerce brands they own.
Should Feel
Should Not Feel
Brand Voice
How Saqen copy should sound and which terms to use consistently.
Voice Attributes
Language to Use
Language to Avoid
Core Messaging
Studios
Custom creator-led brands built from the ground up.
Marketplace
Ready-to-own creator brand foundations built for faster ownership.
Growth
Client-only growth support after the brand is built.
Training Center
Lifetime training access with video walkthroughs, checklists, operating guides, and launch guidance.
Marketplace urgency
Each Marketplace brand is sold once. Once reserved, it is removed.
Color System
The Saqen palette — primary tones, electric accent, and neutral surfaces. Each color has a defined role.
Saqen Ink
#00262B
The main Saqen dark color. Replaces plain black in most UI areas.
Use for
Deep Teal
#0B363B
Use for
Sulfur Glow
#ABFFAE
Use for
Do Not Use For
Soft Mint
#EAFDE8
Use for
Fog
#F7F8F6
Use for
Bone
#F4F2ED
Use for
Border
#E5E8E3
Use for
Muted
#4F6466
Use for
Typography Direction
A clean modern sans-serif as the workhorse, with an editorial serif reserved for select brand moments.
Primary Type Style
Inter
Clean modern sans-serif · 300–600 weights
Used for body copy, navigation, buttons, badges, forms, product cards, service cards, FAQ, and admin-facing UI. The type should feel clean, premium, and precise.
The quick brown fox jumps over the lazy dog. 0123456789
Editorial Headline Style
Fraunces
Editorial serif display · italic · 300–500 weights
Used only for select brand moments — homepage hero, Studios hero, Marketplace hero, Growth hero, and major brand manifesto sections.
The future of commerce belongs to creator-led brands.
Use Editorial Serif For
Do Not Use For
Typography Rules
- 01Prefer strong, left-aligned headlines.
- 02Use centered headings only when the section truly needs a landing-page moment.
- 03Avoid making every section follow the same centered heading + grid pattern.
- 04Use tighter headline line-height.
- 05Use generous spacing around major headings.
- 06Keep body copy calm and readable.
- 07Avoid long paragraphs when cards or concise sections would scan better.
Logo + Mascot Usage
The Saqen logo system — full lockup and S monogram icon in light and dark variants. Always use the correct variant for the background.
Full Lockup — S Monogram + Wordmark
Dark Background
Light Background
S Monogram Icon
Dark Background
Light Background
Logo Rules
Use the white variant on Saqen Ink and deep teal backgrounds. Use the black variant on white, fog, mint, and bone backgrounds. Never recolor the logo outside the brand palette.
Use For
- Navigation
- Footer
- Dark CTA panels
- Hero sections
- Social proof headers
Do Not
- Stretch or distort
- Add drop shadows
- Rotate or skew
- Place on busy imagery
- Recolor outside palette
Bear Mascot
The Saqen bear can be used as a light brand device, but not as the main conversion driver. It should feel like a premium brand accent, not a children's mascot.
Use For
- Brand warmth
- Small moments of personality
- Homepage support visuals
- Training Center moments
- Optional empty states
Do Not Use In
- Financial sections
- Legal/disclaimer sections
- Trust & Transparency
- Checkout / reservation
- Serious economic comparisons
UI Design Principles
Premium brand studio + creator-commerce infrastructure. Not a generic SaaS template.
Use More
Use Less
Cards Should Be
- Flat or minimally elevated
- Hairline bordered
- Spacious
- Sharp but not harsh
- Premium
- Purpose-specific
Avoid
- Heavy drop shadows
- Overly rounded corners
- Too many identical cards
- Random icons without meaning
- Generic SaaS card clusters
Suggested Card Radius
--radius-sm
--radius-md
--radius-lg
Do not overuse pill-shaped cards.
Buttons + CTAs
Decisive, premium CTAs. Studios listed before Marketplace whenever both appear.
Primary Button
Background: #00262B
Text: #FFFFFF
Ring: 1px #ABFFAE
Shadow: 0 0 24px rgba(171,255,174,0.35)
Hover: #0B363B
Radius: full (pill)
Sulfur CTA (High-conversion)
Background: #ABFFAE
Text: #00262B
Shadow: 0 0 24px rgba(171,255,174,0.25)
Hover: brightness 110%
Radius: full (pill)
Use for primary conversion CTAs on dark sections.
White / Mint Secondary
Background: White or #EAFDE8 (mint)
Border: #E5E8E3
Text: #00262B
Hover: Border → #00262B, bg → #F7F8F6
Radius: full (pill)
Use as secondary CTAs alongside a primary ink button.
CTA Rules
Use Studios first when Studios and Marketplace appear together.
Correct order:
For Marketplace PDPs:
Badges + Status Labels
Restrained and premium. Small uppercase or title-case text, hairline borders, soft mint backgrounds when appropriate.
Key Badges
Badge Color System
Motion + Glitch Rules
Motion should feel premium and restrained. Never on legal, financial, or trust-critical content.
Use Motion For
Do Not Use Motion On
Glitch Effect
Use subtle glitch effects only on small, non-critical brand elements.
Apply To
Glitch Rules
- 010.3 to 0.6 seconds duration
- 02Non-looping or very occasional
- 03Low distortion
- 04Minimal color shift
- 05Accessible with reduced-motion fallback
Do not glitch full paragraphs or major pricing blocks.
Page-Specific Design Rules
Design direction for each major Saqen surface — Marketplace, Studios, Growth, art direction, and page-level principles.
Marketplace Design Rules
A curated brand-drop system for creator-led ownership. Not a Shopify template marketplace or Flippa asset list.
Should Feel Like
- +Available Brand Drops module
- +Sold once status
- +Premium brand cards
- +Strong ownership comparison
- +Training Center value
- +Brand foundation proof
- +Clear path to Browse Marketplace
Should Not Feel Like
- −Shopify template aesthetic
- −Flippa-style asset listing
- −Generic product tile grids
- −Overly playful card design
- −Lack of scarcity or urgency
Browse Grid · Brand Card Includes
Cards should feel like high-ticket brand opportunities, not product tiles.
Studios Design Rules
The highest-end offer. Should feel strategic, custom, selective, and high-value.
Should Feel Like
- +Larger editorial typography
- +More whitespace
- +Stronger visual restraint
- +Strategic callouts
- +Fewer generic cards
- +More founder/creator journey language
- +Studios mentioned before Marketplace
Should Not Feel Like
- −Generic SaaS card clusters
- −Overly dense layouts
- −Standard agency portfolio feel
- −Repetitive icon grids
Growth by Saqen Design Rules
Client-only post-build support. Not a generic marketing agency services page.
CTAs Point Back To
Description
Available exclusively to Studios clients and Marketplace buyers.
Keep scope/guarantee language soft and primarily in FAQ or agreements.
Image + Art Direction
Premium, editorial, clean, strategic, slightly mysterious. Avoid generic AI illustrations and stock business people.
Use
Avoid
Marketplace Brand Visuals: Each Marketplace brand can have its own visual identity. Parent Saqen UI remains consistent, but brand PDP media reflects the specific brand.
Example: Infernno uses black/white with deep red/ember accents. Saqen UI around it still uses Saqen Ink, white, fog, muted green accents, and premium layout rules.
Page-Level Design Principles
The purpose and feeling for each major page in the Saqen system.
Homepage
Purpose
Introduce Saqen as the system for creator-led brands.
Routes Toward
Studios · Marketplace · Growth context
Studios
Purpose
Sell the custom high-end build path.
Should Feel
Premium · Strategic · Selective · High-value
Marketplace Landing
Purpose
Sell the idea of owning a ready-to-own creator brand.
Should Feel
Clear · Scarce · Opportunity-driven · Conversion-focused
Marketplace Browse
Purpose
Help buyers choose the brand that fits their audience.
Should Feel
Curated · Premium · Inventory-driven · Easy to scan
Marketplace PDP
Purpose
Make one specific brand feel worth reserving.
Should Feel
High-trust · Detailed · Specific · Ownable · Premium
Growth by Saqen
Purpose
Explain client-only post-build growth support.
Routes Toward
Studios · Marketplace
Implementation
Reusable components, the social proof module spec, and implementation rules.
Component Checklist
Create reusable components for:
Social Proof Module
Module Name
Ecommerce Experience Behind Saqen
Headline
Built from real ecommerce experience.
Subheadline
Before Saqen became a system for creator-led brands, our team worked as an ecommerce and growth partner for consumer brands across wellness, CPG, supplements, personal care, and lifestyle. Saqen brings that experience into a focused model for building, launching, and supporting creator-led brands.
Proof Area Label
Brands our team has worked with
Bridge Line
Now, Saqen turns that ecommerce execution experience into three connected paths: Studios, Marketplace, and Growth.
Creator Proof Callout
Creator-led experience
Our team has also worked with Carlos Juico, founder of Jumpers Jump, on creator-led brand strategy and launch opportunities.
Important: Do not imply these were all Saqen clients unless true. Use "Brands our team has worked with" — not "Saqen clients."
Implementation Rules
Before redesigning any page, apply this Saqen Brand Kit as the design system.
Do not change core strategy or page flow unless requested.
Redesign pages one at a time in this order: Homepage → Studios → Marketplace landing → Marketplace browse → Marketplace PDP → Growth by Saqen.
Design Refresh Priorities
Make Saqen feel like a premium creator-commerce brand studio,
not a generic SaaS website.