[brand_identity · beefup · a_maxify_child_brand · v1.0]
BeefUp.tech
A Maxify child brand. The mother stays monochrome; the children carry the color. BeefUp’s color is one warm, confident red — used sparingly, like heat. Everything else inherits the Maxify design line: warm neutrals, three typefaces, mono telemetry labels, no decoration.
[01 · the_wordmark]
The wordmark.
“Beef” in foreground ink, “Up” in Prime red, “.tech” muted and small. CamelCase always — BeefUp, never Beefup, BEEFUP or beef-up. The name is the verb phrase; the red “Up” is the lift. Never write “b2beefup” anywhere — it fails the say-it-out-loud test and it’s not the brand.
The rendered marks above come from the shared brand-mark library (BrandWordmark brand="beefup") — the same component every Maxify surface uses. Drop the “.tech” suffix only when the domain is already on screen.
[02 · palette]
Palette. One red, used like heat.
BeefUp inherits the mother’s warm-neutral chrome and adds exactly one chromatic family. Prime is the working accent; Rare is its tint for subtle fills and hover states; Char is the deep shade for accents on light surfaces. Red never floods a background and never appears twice in the same block — one hot element per view.
prime — the accent
oklch(0.62 0.19 27)
rare — tints & hovers
oklch(0.80 0.10 27)
char — deep accents
oklch(0.30 0.08 27)
neutrals: inherited from the maxify mother palette — see /brand
[03 · the_red_word]
The red-word move.
Typefaces are inherited: Geist Sans display and body, IBM Plex Mono for telemetry labels. The mother’s italic-on-keyword signature stays parent-coded — BeefUp surfaces use the red word instead: one word per display headline shifts to Prime. The red word is the thing that got beefed. Never two red words in one block; never italic + red together.
Beef up your follow-up.
Beef up your website.
We don't tear down. We enhance.
Your business, beefed.
[04 · voice]
Voice. Plainspoken, on your side.
BeefUp talks like a good contractor: direct, specific, zero jargon, respectful of what the owner already built. The core promise in every register: we don’t tear down what works — we enhance it, then train you to run it.
say
- “Keep everything that already works.”
- “Built in three prompts.”
- “You own it. You run it.”
- “Your website, your CRM, your Stripe, your keys.”
never say
- “Digital transformation” — or any consulting-deck phrase.
- “Leverage AI synergies” — no synergy talk, even at a clinic named Synergy.
- “Replace your legacy systems” — we don’t replace, we enhance.
- Anything the owner would need a glossary to read.
[05 · the_badge]
Built with BeefUp.
Client sites carry the client’s brand, never ours. The only BeefUp presence on a shipped site is the footer badge: small, muted, mono, linking to beefup.tech. It never uses Prime red on a client surface — it borrows the client footer’s muted ink so it belongs to their page, not ours.
Spec: 11px IBM Plex Mono, lowercase, letter-spacing 0.14em, muted foreground at the footer’s own contrast level, links to https://beefup.tech. One instance per site, footer only, removable on request — it’s the client’s site.
[06 · anti_uses]
Never.
- No meat imagery. No cows, steaks, grills, butcher paper, cleavers. The beef is metaphor, not decoration.
- No flexing-arm or dumbbell iconography — the gym-bro reading of “beef up” is off-brand.
- No “b2beefup”, ever. Redirect the domain silently if owned.
- No red floods. Prime is an accent; a full red section reads as an error page.
- No sibling colors — Solana gold, Cargaia cyan, Clickbooks green stay with their owners.
- No italic-on-keyword on BeefUp-owned surfaces — that’s the mother’s signature. Red word only.
- No BeefUp look on client sites beyond the footer badge. The dentist’s site looks like the dentist.
- No gradient slop, no Tailwind indigo, no emoji icons — all mother-brand anti-uses apply. See /brand.