This guide establishes the foundation of the brick'em brand identity. These standards keep the brand cohesive across every surface: the site, the app, social, decks, and email.
This guide doesn't cover every scenario. Treat it as the source of truth any time you produce something that represents brick'em.
Mission
The one sentence behind everything we ship.
Our mission is to turn LEGO into income.
What is brick'em?
brick'em is the fastest way to list LEGO on any platform. A photo becomes identified, priced, ready-to-list inventory. eBay, Whatnot, BrickLink, anywhere sellers sell.
Who we build for
We build for serious LEGO sellers, full time or part time. They know the struggle. Identifying, pricing, and listing take so long the business feels stuck. brick'em removes the bottleneck and proves the business works.
The enemy
Punch at the old way. Never at competitors. Never at sellers.
Manual cataloging. Typing minifig IDs. Squinting at torso prints. Spreadsheet-era workflows. Modern tech never reached LEGO reselling. Until now.
Proof
Verified numbers only. No number, no claim.
$0sold on eBay
$0in under a year
0Whatnot followers
0per scan
Origin story
Sold LEGO since high school. Dropped out of college to sell full time and scaled to $30k+ per month in under a year. $100k+ sold on eBay. $30k+ on Whatnot with 3k+ followers.
Listing was the bottleneck. brick'em fixes the three things that slow every seller down: identification, pricing, listing.
Principles
The standards we hold every feature and every sentence to.
1.Speed is the product. Every feature is judged by one thing. Does it make a seller faster? If it doesn't cut time from scan to listed, it doesn't ship.
2.Zero guesswork. Live market data, verified numbers, always. No vibes-based pricing in the product. No vague claims in the copy.
3.Sellers first. Built by a seller. Priced for sellers. Roadmap driven by what sellers ask for. We are the customer.
4.Prove it. Every claim ships with a number. Show, never tell.
Philosophy
1.LEGO is an asset class. Minifigs are inventory with live market prices, not toys in a bin. This market deserves proper tools.
2.Reselling deserves modern tech. Every other commerce niche got modern software. LEGO reselling is still in the spreadsheet era. brick'em brings the missing decade.
3.Anyone can build brick income. No 10-year BrickLink apprenticeship required. With the right tool, LEGO can become income for anyone.
Voice & tone
Short fragments. Imperative verbs. Numbers do the talking.
A seller who figured it out. Serious with a wink. Premium with punch.
| Surface | How it talks | Sounds like |
|---|---|---|
| Marketing | Terse fragments plus one proof number. 2 to 5 word headlines. | "Scan. Price. List." |
| Product | Quiet and precise. Sellers are working. | "Scan" |
| Errors | Straight and ownership-taking. Never cutesy. Never blame the seller. | "Scan failed. Our fault. Try again." |
| Social | Reseller-native and educational. A top seller's account that happens to be a brand. | "This $40 lot held a $310 fig. Here's how to spot it." |
Language
Copy must read like a seller wrote it.
| Never | Always |
|---|---|
| users | sellers |
| powerful, revolutionary | fast, accurate. With the number. |
| utilize | use |
| platform (for brick'em) | tool, app. "Platform" belongs to eBay, Whatnot, BrickLink. |
| Oops! | say what broke and whose fault it was |
| click here | start scanning |
Banned words and patterns. These never appear on any brick'em surface:
em dashesreal (as emphasis)actuallytrulysimplyseamlessunleashelevategame-changerdelveeffortlesslyempowerstreamlinesuperchargecutting-edge"whether you're X or Y""it's not just X, it's Y""It was never X. It was Y."fast, easy, and reliable
- No em dashes. Anywhere. Restructure into two sentences instead.
- Sentence case always. Never Title Case, never all-caps, except 11px section labels.
- No exclamation points, except celebrating a seller win.
- Numbers are compact and verified: $10k/mo, $4.2k, 1.2s. No number, no claim.
- Emoji live in push notifications only. Nowhere else.
- "We/our" is brick'em. "You/your" is the seller. Oxford comma, always.
- Stats go in counters and stat strips, not buried in paragraphs.
Wordmark
The brick icon plus the wordmark. General Sans 600, tight tracking.
All black. One exception: the apostrophe is orange. On dark, the lockup is white with the orange apostrophe. On orange, all white.
Lockup · light
Lockup · dark
Lockup · orange
Brandmark
Avatar · app icon
The brandmark stands alone at small sizes: favicons, app icons, social avatars. The lockup is for everything else.
Logo misuse
- Never stretch, warp, or rotate.
- Never recolor outside the palette. Never color letters other than the apostrophe.
- Never add filters, effects, or drop shadows.
- Never place on busy imagery. Give it clear space on all sides.
Primary palette
Monochrome plus one accent. Click a swatch to copy the hex.
White pages. Hairlines draw the structure. Orange marks actions and nothing else. Scarcity keeps it loud.
Secondary palette
Charts, data, and this page only. Never decorative.
Grayscale & semantic
| Name | Hex | Use |
|---|---|---|
| Black | #000000 | Text, grids, lines. |
| Dust | #B6B5B0 | Muted text, placeholders, borders. |
| White | #FFFFFF | Cards, modals, contrast surfaces. |
| Success | #057642 | Product states only. |
| Destructive | #DC2626 | Errors, delete actions. |
| Warning | #D97706 | Cautions. |
Retired
Never bring these back.
Blue CTAs #2142E7. Charcoal-only primary buttons. Warm beige neutrals #FAFAF8 / #F5F0EB. Decorative multi-color markers.
Primary typeface
General Sans. Weights 400 to 600. Tight tracking is mandatory.
Display · 600 · tracking −0.04em
Sell LEGO faster.
Heading · 600 · tracking −0.03em
List 100 figs in 60 seconds
Counter · 600 · tabular numerals · counts up on scroll
$0
Statement · 400 · the voice of this page
Our mission is to turn LEGO into income.
Secondary typefaces
Inter for working text. JetBrains Mono for IDs and codes.
Body · Inter 400 · 15–17px · line-height 1.6–1.7
Scan a fig and brick'em identifies it, prices it against live market data, and preps the listing. The whole flow takes 1.2 seconds per scan. That's the difference between listing a haul tonight and listing it next month.
Section label · Inter 600 · 11px · tracking 0.12em · the only permitted uppercase
Most valuable figs
Codes & IDs · JetBrains Mono 400
sw0001a · col17-9 · $342.50
What to avoid
- Never any font besides General Sans, Inter, and JetBrains Mono.
- Never more than two weights on a single screen.
- Never Title Case. Never all-caps, except 11px section labels.
- Never loosen the heading tracking. Tight tracking is the premium feel.
- Never mix General Sans into body text or Inter into display headings.
Sellers at work
Authentic photography of people making money in this space. Scanning sessions, sorting tables, bulk hauls, packed orders, store counters. Any stat overlaid on an image must be verified.
No stock photography. No AI-look renders of fake people. UI screenshots show live data inside hairline frames or device mockups.
Pictograms
A playful 3D icon set in three-quarter perspective, rendered in the brand palette: brick, minifig, magnifier, price tag, rocket, cash stack, shipping box, scanner beam. For decks, empty states, social, and section art.
Samples
Hold any new asset against these.
Landing hero
Still typing minifig IDs?
Scan a fig. See the price. List it. 1.2 seconds per scan.
Start scanningSold on Whatnot
This $40 lot held $612 in figs
+$572 profit
Buttons
Primary and pill buttons are always orange. Hover darkens to #DF3E12. Ghost for secondary actions. Press = scale(0.97). Radius: 8px in product, full pill on marketing CTAs.