Brand & Identity
MavelPoint's voice, tone, visual identity, and brand guidelines for consistent communication across all touchpoints.
Brand Essence
What MavelPoint is, who it serves, and the core idea behind everything we build.
One-liner
"MavelPoint — The professional platform for electronic music."
Mission
Give artists and the industry one platform to work together — purpose-built for electronic music.
Local Circuit extends this mission to the local level — connecting promoters directly with the emerging talent in their communities and letting the audience have a voice in who gets booked.
Elevator Pitch
MavelPoint is the professional platform where electronic music artists and industry work together. Artists build living EPKs, manage their careers, and get discovered. Promoters, booking agencies, and labels use the same platform to evaluate talent with real data, coordinate bookings, and manage operations as a team. Used by 15,000+ artists and industry professionals across 100+ countries.
What MavelPoint Is
MavelPoint is the professional platform for electronic music — where artists and the industry around them (booking agencies, promoters, labels, managers) work together on shared data instead of scattered emails and spreadsheets.
Product Ecosystem
MavelPoint
Core SaaS platform — the professional hub
MavelPoint Web App
app.mavelpoint.com — the working dashboard
MavelCam
Mobile app for video capture at gigs
MavelPoint API
api.mavelpoint.com — the builder's toolkit
Local Circuit
Community-powered feature connecting local promoters with emerging artists through voting editions
Note: MavelTree is a feature within MavelPoint (link-in-bio), not a standalone product.
Brand Voice & Tone
How MavelPoint speaks — personality, language, and emotional register across every context.
Voice Principles
Scene-native
Say "gigs" not "performances." Say "sets" not "shows." Say "drops" not "launches." We speak the language of the scene because we are part of it.
Aspirational but grounded
Inspire action, not daydreaming. We show real artists doing real things with MavelPoint, not hypothetical futures.
Professional without being corporate
No business jargon. We are serious about our craft but never stuffy. Clean, direct, respectful.
Voice by Context
| Context | Register | Example |
|---|---|---|
| Marketing | Energetic, punchy, short | "Your music. Your career. One platform." |
| UI copy | Clear, minimal, action-oriented | "Add a new release" not "Create new release entry" |
| Onboarding | Warm, encouraging, guiding | "Let's build your EPK — takes about 5 minutes" |
| Support / errors | Calm, helpful, no blame | "We couldn't save your changes. Try again?" |
| Email (transactional) | Brief, respectful | Subject: "Your EPK is live" — not "Exciting news!" |
| Email (nurture) | Personal, value-first | Lead with a tip, CTA at the end |
| Social media | Casual, scene-aware | Share artist wins, industry tips |
| API docs | Technical, precise | Standard developer docs tone |
Things We NEVER Say
- ✕ "Streamline your workflow"
- ✕ "Unleash your potential"
- ✕ "Content creator" (they're artists)
- ✕ "Users" in any user-facing copy
- ✕ "Revolutionary / disruptive / game-changing"
- ✕ "Hey there!" or "Hey friend!"
Things We ALWAYS Do
- ✓ Use scene vocabulary (gigs, sets, drops)
- ✓ Lead with the artist benefit
- ✓ Keep it short
- ✓ Respect EN/ES bilingual requirements
- ✓ Address people as "you" / "your"
Bilingual Guidelines
MavelPoint communicates in English and Spanish. Adaptation, not translation.
Core Principles
Adaptation, not translation
Spanish copy should feel native, not like it was run through a translator. Rewrite for natural flow.
Use "tu" not "usted"
We speak to our audience informally — the electronic music scene is not formal.
Spanish runs 15-25% longer
Account for text expansion in UI layouts, buttons, and headlines.
Keep in English (always)
Date & Time Formats
| Format | EN | ES |
|---|---|---|
| Date | MM/DD/YYYY | DD/MM/YYYY |
| Time | 12-hour (AM/PM) | 24-hour |
Visual Identity
Logo, colors, typography, photography, and motion — the visual language that defines MavelPoint.
Logo
Wordmark is primary
The MavelPoint wordmark is the primary logo. Use it across all primary brand touchpoints.
Clear space
Minimum clear space around the logo equals the height of the "M" in MavelPoint. Never crowd the logo.
Prohibited usage
- ✕ Never stretch or distort the logo
- ✕ Never rotate the logo
- ✕ Never recolor the logo outside approved color variants
Color System
Deep dark foundation + energetic lime accent. Dark communicates professionalism and focus. Lime brings energy and draws attention to CTAs.
Dark Foundation
Primary backgrounds, professionalism
Lime Accent
CTAs, energy, highlights
White Opacities
Text, borders, surfaces
Product Accent Colors
MavelPoint
Lime
MavelCam
Warmer / Amber
API
Neutral / Monochrome
Typography
Inter — single font family
Inter is used across all products and materials. No secondary typeface. Clean, legible, and built for screens.
Headlines
Punchy. 6 words or fewer.
ALL CAPS Rule
Never use ALL CAPS for more than 2-3 words.
Photography & Imagery
Do
- ✓ Real artists in real settings
- ✓ Diverse representation
- ✓ Tools of the trade (decks, controllers, mixers)
- ✓ Authentic gig and studio environments
Don't
- ✕ Generic stock photography
- ✕ Cyberpunk / neon-heavy aesthetics
- ✕ AI-generated imagery
- ✕ Overly posed or staged shots
Motion & Animation
| Context | Duration | Notes |
|---|---|---|
| UI transitions | 150 - 300ms | Snappy, functional, never decorative |
| Marketing pages | More expressive | Can use longer durations and bolder easing |
| Accessibility | - | Always respect prefers-reduced-motion |
Brand Architecture
How MavelPoint, MavelCam, and sub-brands relate to each other.
Naming Conventions
Capitalization
Always one word with capital M and capital P: MavelPoint. Same pattern for MavelCam and MavelTree.
Never shorten to "Mavel"
Always use the full product name. There is no abbreviation.
Product Personalities
The reliable professional hub. Where the serious work happens — EPKs, bookings, team collaboration.
www.mavelpoint.com
The energetic capture tool. Fast, mobile-first, built for the moment — record and share gigs instantly.
App Store / Play Store
The social front door. A link-in-bio feature that gives artists a single shareable URL for everything.
Feature within MavelPoint
The builder's toolkit. Technical, precise, developer-focused — integrate MavelPoint data into any platform.
api.mavelpoint.com
Product URLs
| Product | URL | Platform |
|---|---|---|
| MavelPoint (website) | www.mavelpoint.com | Web |
| MavelPoint (app) | app.mavelpoint.com | Web app |
| MavelCam | - | App Store / Play Store |
| MavelPoint API | api.mavelpoint.com | Developer |
Brand Guidelines Quick Reference
The essential do's, don'ts, and rules for applying the MavelPoint brand consistently.
Naming Rules
- ✓ MavelPoint (one word, capital M and P)
- ✓ MavelCam (one word, capital M and C)
- ✓ MavelTree (feature name, same pattern)
- ✓ MavelPoint API (two words, the API product)
- ✕ Never "Mavel" alone — always the full name
- ✕ Never "Mavel Point" (two words)
- ✕ Never "mavelpoint" (all lowercase)
Logo Rules
- ✓ Use the wordmark as the primary mark
- ✓ Maintain clear space equal to the "M" height
- ✕ Never stretch, rotate, or distort
- ✕ Never recolor outside approved variants
Color Rules
- ✓ Dark backgrounds as the foundation
- ✓ Lime for CTAs and key highlights only
- ✓ Use correct product accent per brand
- ✕ Never use lime as a background for large areas
Typography Rules
- ✓ Inter for all text — no secondary typeface
- ✓ Headlines: punchy, 6 words max
- ✕ Never ALL CAPS for more than 2-3 words
- ✕ Never use decorative or display fonts