Studio Pod runs three brand systems in parallel plus one prominent sub-brand. Editorial · 2026 is the current web face - Matter Display, Geist body, JetBrains Mono labels, ink + cream + amber. Roadie is the portable-studio sub-brand with its own road-warrior voice. Corporate · 2023 is the institutional identity. Lifestyle · 2024 is the merch and community face. Switch between them below.
Built by working photographers in 2026 to give the website a unified editorial voice. Matter Display for headlines, Geist for body, JetBrains Mono for labels, an ink-and-cream palette anchored by a single amber accent. Used everywhere on thestudiopod.com outside the legacy / merch surfaces.
Matter Display for headlines and structural type. Geist for body copy. JetBrains Mono for eyebrows, labels, and any number that needs to feel measured.
Geist is the body face for every paragraph and dek across the editorial pages. Sized 17px at the root with 1.55–1.60 line-height for paragraphs. Smaller variants drop to 14–15px for table rows and FAQ answers. Studio Pod has photographed 41,000+ customers across eight permanent walk-in studios plus a nationwide Roadie fleet.
Nine tokens cover every editorial surface. Ink on cream is the spine; amber is the single accent; warm grays are the muted scale between.
All are pills (border-radius: 999px), all use JetBrains Mono at 12px / 0.08em, all uppercase. The variant communicates surface context (dark vs light) and hierarchy (primary vs ghost). Amber is reserved for "Book a session" header CTA.
Smaller-than-body type that frames a section, anchors a hero, or carries a status. All mono uppercase. The hero pill carries a green dot (signal) and a 1px border; the v3-label is borderless.
Every editorial page (/delivery-unlimited-headshots, /roadie, /flex, /solutions/*, the comparison pages, the positioning pages, the partner program) is composed from this set. Each primitive has one job; together they make the editorial pacing.
du-hero du-stats du-promise du-included du-compare du-faq du-final All forms POST to /api/contact or /api/newsletter. Cloudflare Turnstile gates each one. The newsletter widget below is the same one in SiteFooter on every editorial page.
Single shared header (transparent over hero, dark-glass when scrolled, cream text and wordmark, amber Book-a-session pill). Single shared footer (newsletter slab, 5-column sitemap, social row, decorative endmark wordmark). Both live in site/src/components/ and are mounted on every editorial page so the chrome can never drift between pages again.
Sharp, specific, numerate. Use real numbers (300K+ headshots, 41K+ customers, 5-min Roadie setup) rather than adjectives. Make competitive claims only when we can name them - "iPad on a stand" was wrong; "Canon EOS 80D with patented 8-tube DMX lighting" is right. Em-dashes were stripped from every editorial page; use single hyphens or recast.
FLEX.
<em>Lights that follow the work.</em> Roadie is the portable, photographer-free Studio Pod headshot studio. Two Pelican cases, 5-minute setup, ships UPS to any US venue. The most prominent sub-brand under the Studio Pod corporate parent (cream/ink). Roadie has its own road-warrior voice - rally-orange, Pelican-on-tour, band-on-the-road - but that voice is seasoning on the rental-page promise, not the headline. The lead claim is always "we ship a studio to your event."
The thing itself, in numbers. Every page, deck, or proposal that talks about Roadie should hold these facts straight.
Frozen by the equity-partners board. If you think you have a better line, write the case and ask before shipping it. Don't drift.
A/B against current - whichever a stranger can repeat 10 seconds after seeing it wins. The headline must promise, not describe. No vague "studio-quality headshots, anywhere" - it describes, doesn't promise.
The /roadie page is locked at five sections. Anything else is decoration tax. If you find yourself adding section #6, stop. The defense test for every section: if I delete this, does a sale die?
Manifesto · crafters block · fleet status · ARC-style spec callouts · museum reveal · manifest ticker · FAQ-as-section · big outlined "2025" · diagonal orange band · "001" sticker · infinite-scroll spec ticker. Hide specs behind a single Specs ↓ disclosure or drop them entirely.
Opal/Rivian and Braun/Apex aren't fighting - they're two voices for two functions. Use each where it belongs. Don't put a Braun spec table in the hero. Don't put a Rivian cinematic crop on a pricing tile.
Roadie has cultural heat - Pelican-on-tour, rally-orange, band-on-the-road. Use it in the right places. Don't lead with it.
Every Roadie asset that's deployable lives under site/public/roadie/. Raw masters (with spaces in filenames) live in /images/roadie/ and don't ship.
roadie-teaser.mp4 · closed case loop · hero placeholderroadie-loop.mp4 · closed case loop · hero placeholderroadie-black-cinematic.mp4 · vertical 1080×1920, closed case on blackroadie-cinematic-2/3.mp4 · mix of horiz/vert closed-case beatsroadie-ashley.mp4 · in-use UI shot, vertical 9:16, has burnt-in IG captions ("AND DOUBLES") - use in Proof or How-it-works step 2, NOT heroroadie-case.jpg · closed Pelican case product shotroadie-clean.png · clean product still (4.9 MB - compress)photos/ · event + lifestyle stills directory
30 seconds. UPS arrival → case rolls into a conference lobby → opens, Transformer-style, into a working studio → first subject steps in → finished portrait on screen. Replaces every current hero loop when it lands. Until then: Band Poster as the strongest narrative fallback, roadie-ashley.mp4 as the strongest in-use asset.
Each one was shipped, didn't sell, and got cut. If you're tempted to bring any of these back, re-read the wall sentence first.
roadie-* prefix.
The corporate system. Matter sans, the pixel starburst mark, a muted palette of greys anchored by an off-black and softened by a single gold accent. Used for product surfaces, stationery, packaging, and anywhere the work needs to feel institutional.
This version of the logo includes the icon between STUDIO and POD. It's the easiest to use and it immediately shows the full brand. This should be the most commonly used logo.
Clear space — a minimum of the height of the wordmark on all sides. Never let another element encroach.
The mark can be used on its own — on packaging corners, favicons, merch, foil stamps. Minimum clear space is 50% of the mark's width.
Six common mistakes to avoid. These rules apply to both the full logo and the standalone mark.
Six colors — four greys, a gold accent, and an off-black. Designed to be used in many different ways on purpose. No additional colors outside this palette.
Matter is the primary headline typeface — friendly, professional. Regular + Semi-Bold weights only. Licensed WOFF2s self-hosted at /fonts/matter/.
The system in the real world — stationery, packaging, apparel. The pixel mark is typically used as a single corner element; the full wordmark appears at the top of printed surfaces.
The four reference PNGs from the Studio Pod branding kit. Stored in /brand/. SVG extractions from the source Illustrator file should replace these as they become available.
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The merch and culture system. Retro-nostalgic typography, a cast of alternate marks, and a bold primary palette. Used for apparel, event collateral, and anywhere the brand needs to feel like a crew — not a company.
The lifestyle wordmark is set in Oakley — a bubbly retro serif that carries the 1970s Americana energy of the merch line. Licensed WOFF2s self-hosted at /fonts/oakley/.
Additional logo marks for merchandise and marketing — t-shirts, caps, tote bags, event collateral. CSS approximations below; drop SVG exports into /brand/lifestyle/ to replace.
Six colors — the full spectrum of the lifestyle palette. Designed to carry across merch, event collateral, and seasonal drops. These live alongside the corporate palette and should never mix in a single surface.
Oakley for headlines (chunky retro serif). Koozie Script for cursive flourishes. MPI Republic Gothic for condensed all-caps taglines. All three should appear together on badges and drops.
The triple treatment from the lifestyle guidelines back cover — demonstrating how all three faces work together.