Keplo — Brand guideline / v2Instrument / Worm12 Jun 2026

Instrument.

The W2 worm applied across the full system, with its rules and its motion language. Everything is telemetry: near-black ground, hairline tables, silver text, orange verdicts only — and every animation behaves like an instrument calibrating, never like a website decorating.

01The Worm — W2
KPL-W2 / Primary
SYS Nominal
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Tracking 0.01emCalibrated on load — letterforms settle into spec
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ConstructionCAP / X-HEIGHT / BASE / DESC
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Orbit lockupFLAGSHIP MOMENTS ONLY
k
k
Mark / app iconTHE K STANDS ALONE
02Type system
Display — Archivo wide 800 / silver, never pure white
Proven
or killed.
Body — Space Grotesk 400

Every change is measured on your own numbers. Silver carries the reading; grey carries the context; orange carries the verdict. Nothing else gets a color.

Data — Space Mono
H172 / 0.98 / -1%
H240 / 1.05 / -1%
BODY16.5 / 1.6
LABEL10 / +14% / CAPS
VERDICTMONO 700 / ORANGE
+41.2%
Numerals are the hero image
03Color
Vacuum#0A0C0E
Panel#131619
Hairline#1E2225
Context#5A5F63
Reading Silver#D7D9D6
Signal Orange#F47820
78 — GROUND
16 — TEXT
6

Tighter than the moodboard: orange drops to ~6% of any surface. In an instrument, the warning light only matters because it is almost always off.

04Application — Homepage hero
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KPL-01Embedded closed-loop CRO / 8-figure brands

Conversion,
installed.

Thirteen years of CRO practice, installed inside your team — plugged directly into your Amazon data, run through your own workflows. It diagnoses, prescribes, executes — then measures every change on your own numbers, with Dorian on the calls.

3,000+ optimizations · 60+ brands in the log · 0 new dashboards

Closed engagement — anonymized client
+19.5%
Measured lift — 4-month engagement
Client7-figure brand
Window4 months
VerdictPROVEN — SHIPPED
Ran inClient ClickUp · Slack
Act→Measure→Learn→
Act→Measure→Learn→
Act→Measure→Learn→
Act→Measure→Learn→
Act→Measure→Learn→
Act→Measure→Learn→
The loop never stops
05Logo rules
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Clearspace1 CAP-HEIGHT OF k, ALL SIDES
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keplo24PX
keplo14PX — FLOOR
Minimum sizeBELOW 14PX, USE THE K MARK
PAPER #E4E3DFkeplo
DOCUMENT #FFFFFFkeplo
Light surfacesSURVIVES BOTH — APPROVED
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DOReading silver on vacuum
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DON'TPure white — too loud
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DON'TOrange is for verdicts
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DON'TNever stretch or skew
06Components
Actions — one orange action per view, max
PRIMARY
SECONDARY
TERTIARY
Hover: lift 2px / brighten — never grow, never glow blue
Verdicts — the only place orange speaks
SHIPPEDPROVEN — SHIPPED
IN FLIGHTTESTING
REJECTEDKILLED
No greens, no reds — proven, testing, or killed
Receipts table — every claim carries its sample size
EngagementSampleCVR liftVerdict
Test logQ2 2026
Main image v3 — lifestyle angle41,209+18.4%proven
Main image v3 — lifestyle angle
41,209+18.4%proven
Title keyword reorder18,884+2.1%testing
Title keyword reorder
18,884+2.1%testing
Price anchor badge22,051−0.8%killed
Price anchor badge
22,051−0.8%killed
07Motion

Four moves, one easing curve — cubic-bezier(0.16, 1, 0.3, 1). Nothing bounces, nothing floats, nothing loops unless the loop is the message. These become the product’s loading and verdict language.

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CalibrateON LOAD / 1.6S / SETTLES INTO SPEC
+18.4%
CountON REVEAL / 1.7S / EASE-OUT CUBIC
OrbitFLAGSHIP ONLY / 7S / LINEAR
Act→Measure→Learn→
Act→Measure→Learn→
Act→Measure→Learn→
Act→Measure→Learn→
Act→Measure→Learn→
Act→Measure→Learn→
LoopCONTINUITY / NEVER STOPS