How SideUp looks, sounds and behaves

Who is SideUp?

Do

• Bet on dark and light pastel tones. They balance the core colours
• Pair purple with light tones and pastels
• Put lime on dark tones, where it has strong contrast
• Use large off-white areas to breathe and to build longer content
• Alternate with dark spaces for narrative accent moments

Don’t

• Use lime on white or other light tones. It is not legible
• Stack neon on neon, or cover large areas with neon
• Forget that neon colours are for brand accents

Purple on white and light

Purple #A84EF7 on white and warm light bands.

Download the purple logo (SVG) ↓

#A84EF7

Main purple

Primary fills, large display accents, the logo, the focus ring.

#98FF14

Accent lime

Reward moments: highlights, success chips, the card, the accent button.

#2E303A

Dark

Dark bands, the footer and the product frame.

#EFEEE8

Light

Warm neutral bands and illustration backdrops.

Aa

Cabin

H1 to H4 and eyebrows. Weight 700 for display, 500 for H4.

Aa

Elms Sans

Body, buttons, forms and captions. Weights 400, 500 and 700.

Buttons

• Primary (purple, white text): the main call to action on white bands
• Accent (lime, black text): the call to action on purple and dark bands, and reward actions
• Secondary and Outline: second and third-level actions
• Elms Sans 700, sentence or Title Case, never all caps. Large size is 52px tall, minimum tap target 44px
• At most two buttons in a group

Category colours

Each benefit category has a dot colour. Use it for the chip, icon tile or page accent.

The card

The lime SideUp card is the physical proof of benefits as spendable money. Show it on the purchase and reward story.

Floating UI

Overlay real product fragments on photos: a category chip, or a balance card with an exact figure. Label mock figures as illustrative.

Gradients and icons

An orange to purple blob may sit behind the cat or a hero visual, never on text, buttons or the logo. Icons are Material Symbols Outlined, 20 to 24px.

The ten requirements

1. Lead with a real number when one exists, not an adjective.
2. Talk to the buyer as “you” and “your team”. Give employees a voice through named people with a role and a detail.
3. Headline = problem, then SideUp, in one line.
4. CTAs name the next step or its cost.
5. Use plain product terms consistently: benefit, allowance, enrolment, the SideUp card. Do not invent synonyms.
6. No stacked adjectives without a number or a mechanism nearby.
7. Stories are specific: name, role, workplace type, amount.
8. Be friendly to the end user. Explain any financial or legal term in plain words. Benefits and tax make people anxious, so the copy should calm.
9. Be diligent with money, dates and deadlines. Exact figures, currency and period.
10. Be responsible. Never promise an outcome or give unqualified financial, legal or tax advice. This is the most serious rule: copy that breaks it does not ship.

Buttons and links

Money, tax and eligibility

• Write “Your £100 monthly wellbeing allowance renews on 1 November,” not “around £100 a month”
• Explain each tax term in one plain sentence, and add a line such as “How this applies to you depends on your salary and tax band”
• Never write “saves everyone money” or “tax-free” without the condition
• Every statistic carries its source and year. No source, no stat

People in examples

• Use fictional people, marked “example” where they could be mistaken for real, or people who approved their story
• Never use real, unconsented individuals