mode:Becoming

mode:Becoming · The brand world

Small steps.
Main character energy.

Say your day. Become who you said.

Watch it turn

B, for becoming.

Made for the everyday.Built for who you're becoming.

01 / The identity

One letter.
Two moves.

Lay a B on its back and it becomes an m, peeking up with two eyes. Becoming, then mode: the whole idea in a quarter turn, with a little personality. It reads at sixteen pixels and on a billboard, in any language.

mode:Becoming
The signature
becomingmode
The story: B, then m
mode:Becoming
On paper
The app icon: the lime m on olive black
The app icon

The motion

Watch it turn.
Meet Mo.

B for becoming. A quarter turn, a little spring as it lands, a blink: mode. On its back, the mark is Mo, our AI. It turns and blinks whenever Mo is working on your day, and it closes every video.

Lime on olive black
Olive black on lime
1 · B, for becoming
2 · Turning
3 · A little too far
4 · m, for mode

Lime is
a mood.

Lime brings the energy. Olive black gives it a night sky to glow against. Paper gives the words room. Tap any colour to copy it.

The lime scale

Soft enough to rest on.
Loud enough to lead.

02 / The typography

One typeface.
Every voice.

Outfit, from regular to black. Round and geometric like the mark, friendly at small sizes and loud on a poster. One family keeps everything together, from the app to a billboard.

The typeface

Aa

Outfit

A geometric sans with six weights, free under the SIL Open Font License. Get it from Google Fonts.

Character set

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
& ! ? @ # % ₵ € $ £ ₦

Outfit · Black

Less scroll.
More soul.

One family. A louder register.

Outfit · Regular

Small steps.
Human words.

Aa Bb Cc Dd Ee Ff Gg
0123456789 & ! ?

Six weights

400RegularSmall steps, main character energy.Body copy, long reads, app text.
500MediumSmall steps, main character energy.Buttons, list items, small UI.
600SemiboldSmall steps, main character energy.Labels, tabs, emphasis in a sentence.
700BoldSmall steps, main character energy.Card titles, numbers, eyebrows.
800ExtraBoldSmall steps, main character energy.Headlines and the wordmark.
900BlackSmall steps, main character energy.Posters, stickers, one-word moments.

The type scale

DisplayOutfit Black, uppercaseSize / line 120 / 0.9 · Tracking -6%

Minimum counts.

HeadlineOutfit ExtraBoldSize / line 84 / 0.98 · Tracking -4.5%

Who are you becoming?

TitleOutfit ExtraBoldSize / line 40 / 1.05 · Tracking -3.5%

Your week, planned.

LeadOutfit RegularSize / line 22 / 1.45 · Tracking 0

Say your day. We'll sort it.

BodyOutfit RegularSize / line 17 / 1.55 · Tracking 0

Every habit has a minimum version for hard days, so it always counts.

LabelOutfit Bold, uppercaseSize / line 13 / 1.2 · Tracking +14%

This week · 4 days kept

The rules

Sentence case.

Headlines read like a friend talking: “Your week, planned.” Capitals only at the start and for names.

Written mode:Becoming. Said “becoming mode”.

Lowercase mode, a colon, capital B, no spaces. ExtraBold, tracked tight, next to the mark. Where a colon can’t go (handles, domains), it’s becomingmode. Never retyped in another weight.

Tight headlines, easy body.

Headlines track in to −4.5%. Body text keeps normal spacing and a generous 1.55 line height.

Uppercase is for moments.

Posters, stickers and small labels only. Never a paragraph, never a button.

Lime text only on dark.

Lime type needs olive black behind it. On white or paper, lime is a fill or a highlight, not text.

One family, nothing else.

No second typeface, no italics. Contrast comes from weight and size.

03 / The moments

Small steps.
Real life.

Real people in real rooms and real light, with one small lime detail in every frame. The minimum version of a day, shot like it matters.

A young woman in a lime headwrap on a night bus, recording a voice note
Tell MoOn the bus home.
An older man in a lime cardigan by a window with tea, talking into his phone
Tell MoFirst tea of the day.
A woman with a lime tote bag walking home at dusk, talking into her phone
Tell MoWalking back from work.
A nurse resting in her car after a night shift, eyes closed
Hard daysThe minimum still counts.
A young woman writing in a notebook by lamplight with a lime pen
JournalOne line is enough.
A woman gripping a barbell in a small gym, lime bottle on the floor
Go to the gymBar loaded. That counts.
Two friends laughing on a morning walk, one in lime trainers
TogetherBetter with your people.
A young woman in a lime dress singing in worship, eyes closed
WorshipStart the day with praise.

Photography, in brief

  • Real people. Every culture and age, from Accra to Manila to London.
  • Real light. Lamps, buses, dawn windows. Never studio-perfect.
  • One lime detail. A headwrap, a mug, a lace. Never a lime glow.
  • The minimum. Show the small version, not the trophy.
  • No screens. Phones face away. We never fake the app.

04 / The product

Looks good.
Feels like you.

Pill rows that fill lime when they're done. A mic in the middle of everything. Say your day and watch it sort itself.

Today screen: this week's kept days, today's progress and the Talk about your day card

TodayYour week at a glance, and one big button to talk.

Talk review: habits, goals and things you didn't mention, sorted from what you said

Talk about your daySay it once. Habits, goals and journal, sorted.

Growth screen with habits

GrowthHabits with a minimum, so hard days still count.

Insights: level, Proof of Growth, weekly review and consistency

InsightsLevels, wins and the patterns behind them.

Together: challenges, community, habits together and your circle

TogetherChallenges and a circle, never a leaderboard.

Journal entries

JournalPrivate by default. Yours to keep.

05 / The personality

Small stickers.
Big energy.

A wink, a nudge, a little nerve. For water bottles, laptops and people who are mid-glow-up.

→ Main character mode Minimum counts. Never miss twice Soft life.
Hard habits. Day one > one day Say your day Becoming,
not been. Unsubscribe from doomscroll Talk it out

06 / The social system

Scroll-stopping.
Not scroll-feeding.

Big, direct lines. Real people, one lime detail. Every post ends with something to do today, not something to envy.

Day one or one day.
Your call.

@becomingmode

The minimum
still counts.

One glass. Logged.

Week streak

7

days kept. Main character arc loading.

Never miss
twice.

Missed yesterday? Today's the comeback.

Say your day.
We'll sort it.

Tap the mic. That's it.

This is your sign to start becoming.

Clothes on.
That's a rep.

Hard day? Do the minimum.

Who are you
becoming?

Every tick is a vote.

07 / The pattern

B, m, B, m.
Becoming on repeat.

Upright and on its back, side by side. A repeat that reads like a streak: always turning into the next thing.

08 / The everyday

Take it
everywhere.

The things that hold a habit: a bottle, a bag, a notebook, a cap. The m, quietly on every one.

The bottle. Water, one glass at a time.
The tote. Gym kit, library books, groceries.
The notebook. For the days you'd rather write.
The cap. Five-minute walk, still counts.

Start
becoming.

mode:Becoming

Say
your
day.

Talk about your day. We'll sort it.

Minimum
counts.

Hard day? Do the small version.

09 / The voice

A friend who
believes in you.

Warm, short and a little cheeky. Never a drill sergeant, never a guilt trip. We talk about what you did, not what you missed.

We say

  • “Missed yesterday? Today's the comeback.”Not “You broke your streak.”
  • “The minimum still counts.”Not “You only did 10%.”
  • “Say your day. We'll sort it.”Not “Log your activities.”
  • “Who are you becoming?”Not “Set your goals.”

Our words

keptminimumbecomingstart becomingtell Mocomebacksmall stepsyour dayproof

Not ours

faillazybroken streakshouldgrindno excusesbeast mode

10 / The complete collection

The whole world.
One place.

Every mark, colour and application, in one place. Download the essentials below.

The identityThe B, the m, the lockups, the motion and the app icon.06 TypographyOutfit: one family, six weights, one scale, six rules.06 ColourFour core colours and a six-step lime scale.10 PhotographyReal people, real light, one lime detail.08 The productThe app, screen by screen.06 StickersTen little statements with a lot to say.10 SocialPosts that end with something to do today.08 PatternTwo colourways. One rhythm.02 The everydayObjects and posters.07