ThinkLess
Brand Guidelines · Salt Lake City · 2026
Index
- 01Positioning
- Why we exist · How we work · What we do · Posture
- 02Wordmark
- Mega · Positive · Negative · Greyscale · On colour
- 03Typography
- Roobert · Roobert Mono · Weights · Hierarchy
- 04Colour
- Spectrum · Foundations · Dispatch gradient
- 05Voice & Tone
- Attributes · North star · Do & don't · Manifesto
- 06Architecture
- Think Less · Dispatch · Endorsement
Positioning
Why we exist
The things that matter most are the ones most likely to be overlooked.
How we work
Think Less.
Do More.
What we do
For the stories nobody else would chase.
Our external positioning line. It tells the world what to expect from Think Less — and who we're for.
Core posture
The studio that moves first.
We don't wait for the industry to evolve. We move first, and the best partners find us because of it.
Wordmark
Positive · on paper
Negative · on blackGreyscaleOn colourThe living wordmark.
The Think Less wordmark is not static. It has permission to transform by context — bold for hero moments, lighter for editorial layouts. The wordmark anchors the brand while Roobert carries the headlines and body copy, creating a natural reading flow around it.
Type
For the stories nobody else would chase.
Salt Lake City, Utah — 2026
cole@thinkless.com — dispatch.studio
Monument Extended sets the homepage hero only — a display flourish, not a core brand face. Everywhere else is Roobert.
Colour
Colour as rebellion.
In a landscape of dark, moody palettes and austere prestige branding, Think Less embraces the full spectrum. Our colours draw from the original Apple rainbow — proof that optimism and craft aren't mutually exclusive.
Dispatch gradient
The orange-to-gold gradient #FF7648 → #FFC757 is the designated accent for all Dispatch-branded materials — the one place the rainbow yields to a single warm signature.
Voice
Tonal north star
Barack Obama. Quiet authority combined with warmth and wit. He doesn't tell you he's credible — he just is.
Do
Say “branded entertainment,” not “branded content.”
Use “we” — Think Less is a collective.
Active voice: “We built Dispatch.”
Be specific: “40+ films for 6 Fortune 500 brands.”
Use contractions — they're human.
Don't
Don't try too hard — let the work speak.
Don't get pushy or salesy.
Don't gatekeep or get snobby.
Don't use corporate jargon.
Don't hedge — say it or don't.
The Think Less manifesto
Somewhere right now, there's a story no one is telling. An athlete training for a Winter Olympics she's never seen snow for. A founder building something everyone said was impossible. A kid in a town no one's heard of doing something no one's ever done.
We find these stories for a living. Not the obvious ones. Not the safe ones. The ones that make you put your phone down and pay attention.
Think Less started as a bet — that if you chase the stories nobody else would, you'd end up making the best work of your life. Turns out we were right.
So whatever it is — the project, the film, the company, the leap — stop talking about it. Stop planning it. Stop waiting for permission.
Get up
and go
do it.
Architecture
An endorsed brand model. Sub-brands carry the “by Think Less” endorsement — sharing credibility while keeping their own identity.
The creative & technology studio. Home of the brand story, the creative work, and the studio culture. Uses the full rainbow palette.
“For the stories nobody else would chase.”
The AI-powered production suite. Warm cream ground (#FAF8F5), Roobert-only type, an orange-to-gold gradient accent. A pragmatic, tool-first voice.
Dispatch — by Think Less
Shared
Roobert type family, editorial spacing, and design principles carry across both brands.
Distinct
Think Less runs the full rainbow. Dispatch runs one orange-to-gold gradient on warm cream. Voice shifts from storyteller to producer.
Endorsement
“by Think Less” appears on all sub-brand materials, linking credibility back to the studio.