Everything the agency needs to look and sound like one company across every surface — the name, the wordmark, colour, type, the editorial template system, the AX-### product line, imagery, voice, and the offer ladder. One rule above all: the name is always altrax labs_, red x and trailing cursor included.
Altrax Labs builds AI systems that do the repetitive work for small businesses & entrepreneurs — so owners get their time back and stop losing revenue. Built by a real builder with 8 years shipping products in the real world, documented in public on @buildxaman.
The idea A lab, not a guru. Every competitor is an "AI expert" with a course. Altrax is a build-and-test shop: we scope the leak, engineer the fix, and ship it to a spec — then hand back a system that runs without you. The work is the proof, not the pitch.
Master line Engineering your unfair advantage. Method Built in public, one system at a time.
Small businesses & entrepreneurs drowning in repetitive work — the calls, follow-ups, no-shows and admin that leak time and revenue every week.
an AI-automation lab that designs, builds and ships custom systems to handle that work — done-for-you, to a spec, live by a ship date.
the course-selling "AI gurus" and generic agencies, we build in public and prove it with real systems and real numbers — no theory, no hype.
owners reclaim 5–10 hours a week and stop losing revenue to the boring work — with a machine that runs 24/7 and doesn't need babysitting.
Not a laptop guru. 8 years shipping real products to spec, tolerance and deadline. Systems that have to run unattended — that's the standard here.
Every build is documented on @buildxaman. The receipts are the marketing — real systems, real numbers, no fabricated case studies.
It works and it looks the part. To-spec systems, delivered with a design eye — never the rough "automation-bro" screenshot dump.
We translate tech into hours reclaimed and revenue saved. Every message leads with the outcome, backed by a specific number.
A coined word, wide-open to own. It ends in x — the same red-accent motif carried from the founder's @buildxaman channel — so the personal brand and the agency share a signature without sharing a name.
Coined. No dictionary meaning to fight — the brand defines it. Stripe / Vercel-style: short, ownable, no baggage.
Alternative · advantage. The edge a small business doesn't have yet — the unfair advantage on the marquee.
Traction · on track to ship. Systems that move the work down the line.
The red x — the shared mark. buildxaman × altrax labs.
Lockup: Altrax Labs. "Labs" signals a build-and-test shop — R&D, systems, technical depth — and gives instant category clarity. It was chosen over "Studios" (which reads as a creative shop) because Labs reinforces the engineering moat: a real builder, not a guru.
Wordmark-led. The whole logo is the typed name — Courier Prime Bold, lowercase, even mono spacing. The x is the single accent; the trailing _ is a cursor: a build is always in progress.
1 · The x. Only the x in altrax is Red-Pen #C8341F. Never two-tone it, never colour "labs", never add tracking around the x.
2 · The underscore. The mark is always written altrax labs_ — the _ is part of it, never optional. It's a terminal cursor: a build is always in progress. In motion (web, reels) it blinks on a ~1.06s cycle; in static print it stays solid. Drop the underscore and it is no longer the logo.
s, on the baseline. Blinks in motion, solid in print.x stays red on light & dark; ink on a red field.x mark alone: min 24px. Below that, legibility & the cursor break down._.x a single red accent.°, a dot, or a slash.x or colour the word "labs".x or _.Two palettes, one accent logic. Editorial (ivory paper) is the flagship — site, decks, stills. Terminal (dark) is the video / reels / console palette. Red is the one hot accent — the x, active states, stamps and one key number only. Click any swatch to copy the hex.
One accent per frame. On paper the eye is carried by ink; Red-Pen is for the x, active states, stamps and one key number only — never body text. On dark, Signal Green carries the eye and Red is the annotation. Sage & Lilac are surfaces, never text on ivory.
One contrast axis: heavy condensed gothic (Anton) against a typewriter (Courier Prime). JetBrains Mono is the technical chrome; Archivo is the readable body font for long web copy; Caveat is the rare red-pen note. All free & in Canva / CapCut.
We build AI systems that do the repetitive work for small businesses — so owners get their time back and stop losing revenue. The typewriter voice is the brand talking. It also sets the wordmark.
| Display | Anton · 48–96px · hero hooks, cover words, big claims |
| H1 / H2 | Anton · 30–56px · section titles |
| Body (web) | Archivo · 15–18px · long-form paragraphs, forms |
| Body (editorial) | Courier Prime · 15–19px · captions, standfirsts, decks |
| Label / chrome | JetBrains Mono · 11–13px · kickers, AX-### (+tracking) |
| Note | Caveat · 20–30px · handwritten annotations |
The spine of the publication. Every deck slide and carousel carries it so posts read as issues of one company. The lockup + a light nav rail, active section underlined in red.
Six repeatable slide layouts — the "shows" of the publication. Mix them into any deck or carousel: Cover → Leak → Spec → Proof → Offer → Outro. Live 1080×1350 renders. Because nothing is fabricated, the Proof slide ships blank numbers until a real build lands.
The hook. Sage panel + Anton headline left, dark terminal panel right (no founder portrait — the systems are the hero). Always slide 1.
Speed-to-lead is the whole game. A human can't answer at 11pm, and by morning the lead has booked a competitor.
An AI follow-up system calls and texts in under 60 seconds — every time, day or night. No lead goes cold.
The workhorse. Masthead + kicker, an Anton lede pulled from the copy, two typewriter columns, and the leak→system index rows.
| Function | Answers calls & DMs, books & reschedules — 24/7 |
| Stack | Retell AI voice + GoHighLevel |
| Trigger | Inbound call / DM → answered in < 2 rings |
| Tolerance | ±0 missed calls · retries ×3 |
| Status | IN BUILD — ships to spec |
The engineer flex — the moat. Part-number chip, Anton title, dimension line, real spec table, REV stamp.
No dashboards to babysit. It runs like a machine on a line — because that's how it was built.
The converter. Big Anton claim, black stat strip, owner quote bar, SHIPPED ✓ stamp. Numbers stay blank until a real build lands — no fabricated proof.
The $497 Blueprint is credited 100% toward your build. Find 5+ hrs/week or it's refunded — and you keep the Blueprint.
The ladder, on one slide. Free Discovery Call → $497 Blueprint (credited) → the DFY Build (priced on the call). One value-loaded CTA.
The close. Drenched near-black — the only fully-dark slide. Signals "chapter end" + the master CTA.
Straight off the manufacturing floor. Every system Altrax builds gets an AX-### part number and a one-line spec — so the body of work reads like an engineered product line. When a build starts, assign the next number and open a build log.
Instant lead follow-up by call & text; books the appointment before it goes cold.
Answers calls & DMs, books & reschedules, 24/7.
Reminder, confirmation & reactivation sequences.
Whatever repetitive work is unique to the business.
Usage: part numbers are brand-agnostic labels for the product line — they carry across the site, this book, decks and content. Format: AX- + zero-padded number. Public-facing note: on the marketing site the systems are framed as outcomes ("what you walk away with"), not a fixed SKU menu — the AX-### line is the internal / content spine.
The vintage engineering-floor devices that prove the work. Rotated ±10°, ink-distressed, semi-transparent — never crisp and flat. One per slide, max.
The signature dark device — a console showing a system running. Green prompt, red AX-### list, blinking green cursor. Use it on the site hero's right column, reel lower-thirds, and dark slides. It's how "a system is live" looks in the brand.
Two lanes: halftone screen-print illustration (the hero device — a printed engineering plate, on-palette) and grayscale founder photography (credibility, never the hero). No stock photos, no glossy 3D robots, no fake dashboards.
remove_background for a seamless place.Altrax is an agency, so the founder photo is a trust block (the "Why Altrax" section, a circular bordered headshot) — never the marquee. In editorial/decks it's always grayscale (grayscale 100% + contrast +6–10%). The crimson-turban colour shot is the one deliberate exception.
Builder, not guru. Agency "we". Show the work, translate tech into time and money, use specific numbers. A small-business owner should understand every word — no jargon, no hype.
Lead with the outcome (time/revenue) → name one concrete leak → the system that fixes it → a specific number → one CTA. One example per message; never speak to every industry at once.
The brand's commercial spine — value-led, de-risked, one clear CTA. Modeled on the "$1,000/hr solo AI business" playbook and pressure-tested with a Grand-Slam pass. Full fulfilment SOP: funnel/assessment-sop.md.
Where the system lands and which palette / template each surface uses. Keep the masthead consistent so every touchpoint reads as one company.
| Surface | Size | Palette | Template | Notes |
|---|---|---|---|---|
| Website | Responsive | Editorial | Site system | altrax labs_ masthead, single "free game plan" CTA, terminal panel hero. |
| Deck / carousel | 1080×1350 | Editorial | Cover→Leak→Spec→Proof→Offer→Outro | Open Cover, close Outro. 6–8 slides. |
| Reel cover | 1080×1920 | Terminal | Reel title-card | Big Anton hook, top-third safe, green cursor. |
| Story | 1080×1920 | Editorial / Terminal | Masthead + kicker | Match the post; bottom 250px for CTA. |
| OG / share card | 1200×630 | Editorial | Wordmark + tagline + plate | assets/og-image.png. |
| LinkedIn banner | 1584×396 | Terminal | Masthead lockup | Wordmark + master line + AX stamp. |
| Email signature | — | Editorial | Wordmark lockup | altrax labs_ + Founder & Builder + master line. |
| Favicon / avatar | Square | Terminal | x-monogram | Red x + cursor on near-black. |