The brand kit. Make anything, in the lab’s colours.

• We are On steroids. Capital O, lower-case s, two words, in every sentence, caption and title.
• "Solar on steroids" is retired (Jude, 3 Nov 2026): everything moves to On steroids, for every trade we work with.
• The one exception is the legal entity, Solar on steroids Ltd (company number 15845416), written in full wherever the law asks for it: contracts, invoices, the small print, the footer's entity line.
• In display type the name is set in capitals (ON STEROIDS) because the headline face is. In running text it is never ALL CAPS, and never "On Steroids".
• On artwork, the web address is onsteroids.com, as the lockup with the web address carries it.

On steroids is a UK marketing agency for home installers: we film your real jobs, run them as Facebook and Instagram ads, qualify every lead with a quiz, and count cost per sale, not per lead.

• VideographyFilmazepamFour shoots a year on your real jobs, with your fitters and your vans.
• Facebook adsMetabolVideo ads on Facebook and Instagram, cut from your own jobs. Fresh creative every week.
• FunnelsFiltrazineA quiz qualifies every lead before it reaches your phone. Tyre-kickers fail it.
• TestimonialsReviewazolReviews, customer videos and proof on every ad, so homeowners believe you before you knock.
• DataDatacillinEvery sale in your CRM fed back to Facebook, so it finds buyers, not clickers.

• The mark: our symbol, drawn as one shape. It stands alone only where the name is already said: a profile picture, a favicon, a film watermark.
• The wordmark: ON STEROIDS in Big Shoulders Display Black, drawn as outlines so it never depends on the font being installed.

• Paper and beige, five pastels that belong to the five pills, brown for anything you press, blue biro for anything written by hand.
• One pastel leads a piece. A service or a trade always wears its own pastel.
• Every colour comes from this list. Nothing else, no tints of your own, no gradients.
• Each pastel has a darker edge: the pressed side of a pill or tablet and the mark inside it. It is never a fill for big areas and never text.

• Book an autopsy

  Big Shoulders DisplayBlack 900; ExtraBold 800 for small headsHeadlines. In capitals, short, tightly leaded.

• and stop paying for clicks.

  Instrument SerifItalic 400The aside: the half-line after a headline. Lower case, never a whole paragraph.

• Four film shoots a year on your real jobs.

  Archivo400 to 700Everything you read: body copy, ledes, buttons.

• Client 041 · £230,000

  JetBrains Mono500 labels; 700 figuresLabels, kickers and small print in spaced capitals, and every figure, with even-width numbers.

• same budget!!

  Caveat500Handwritten notes, always in biro blue.

• Four faces and a hand, each with one job. Never a fifth.
• Headlines in capitals, eight words or fewer: a point, not a topic. Anything longer, and every step, list item or instruction, in sentence case. The serif aside finishes the thought.
• Figures in the mono face, so they line up and never jump as they change.
• In email, where these fonts cannot travel, use Arial or Helvetica: the signature does.

• A capsule is a service; a tablet is a trade (or a team). Each pressed in its own pastel, outlined in ink, with its mark debossed in the darker edge.
• Every trade has its own tablet shape, and keeps it everywhere: a page, a map pin, a card, a sticker. Never swap them.
• Every service has a drug name, said with a straight face: it is the joke. The plain name always sits beside it.
• Flat and matte: no gloss, no shine. The only round things are pills; everything else has square corners.

Teams: Client success (disc, mint) · Creative strategy (rounded square, butter) · Paid media (hexagon, powder) · People (disc, blush) · Data (rounded square, lilac) · Video (rounded square, blush)

• Generous whitespace. A section breathes; if a piece feels full, split it in two rather than shrinking the type.
• Square corners on everything. The only round things are pills.
• Outlines are ink, 1.5 to 2px. Cards carry a hard ink shadow.
• Every section opens with a ruled header: its number, its kicker in mono, then the headline and its serif aside.
• Mobile first: everything reads at 390px wide, with nothing cropped and no sideways scroll.
• Paragraphs are never squeezed into a narrow column.

• Plain British English. Short sentences. Say what happens and who does it.
• Confident: state it. No hedging ("we aim to", "might", "hopefully"), no jargon, no buzzwords.
• Headlines make a point, not a topic.
• We sound like a lab: a pharmacy that sells growth. The joke is the pharmacy, never the client.
• A plain label first; the lab flavour in the line under it. Someone skimming must never have to decode a joke.
• The installers we work for are clients, always: never "subjects".

• Figures are live and dated. Every number comes from the live data and says when it was true ("as of 3 Nov 2026"). Never typed from memory, never rounded up, never invented.
• A figure still to fill is marked as a placeholder, in biro, until it is filled in.
• A client's result is only what they have stated, word for word.
• Never say where our figures come from: no naming the tools or systems they are read from.
• Never feature a client, their name, logo, ads or results while they are under NDA, or without their yes.
• Money in pounds with commas: £71,000. Add "+ VAT" wherever a price is quoted ex VAT.
• The offer and both guarantees have one wording, kept in one place; never paraphrase them.
• Write to one reader as "you". The first line under a headline is about them, not us.
• Every call to action says what happens next and how long it takes.
• Every bio has one plain line on what the person does for the reader before any joke. No jokes about money, mistakes, shouting or names.
• Careers copy states the pay first.
• "/ month", never "a month" or "per month".

• The name

  Do

  On steroids

  Don’t

  Solar on Steroids · ON STEROIDS in a sentence · SoS

• A headline

  Do

  Video ads cut from your own jobs.

  Don’t

  Innovative full-funnel marketing solutions

• Confidence

  Do

  Fresh creative every week.

  Don’t

  We aim to try to refresh creative where possible.

• A figure

  Do

  £71,000 completed revenue on under £3,000 of ad spend (as the client states it)

  Don’t

  Thousands of leads! Huge ROI!

• The data

  Do

  Every sale fed back to Facebook.

  Don’t

  Pulled live from our CRM and project tool.

• A call to action

  Do

  Book an autopsy

  Don’t

  Schedule a free no-obligation consultation today

• Colour

  Do

  One pastel, on paper, outlined in ink.

  Don’t

  A gradient, a new blue, or five pastels fighting.