# APEX CEREBRO — UPWORK JOB POST ## Brand Identity Design Brief — Full Specification ## Reference: APEX-UPWORK-BRAND-001 | April 2026 ## Strictly Confidential | Isaac Osei | Apex Cerebro Ltd --- # UPWORK JOB POST — COPY AND PASTE DIRECTLY --- ## JOB TITLE Brand Identity Designer Needed — UK AI Literacy Business (Apex Cerebro) — Logo, Colours, Typography, Full Brand Kit --- ## PROJECT OVERVIEW I am the founder of Apex Cerebro, a UK-based AI Literacy and Integration Service launching in mid-May 2026. I need an experienced brand identity designer to create a complete, professional brand identity from scratch. This is a one-off project. All deliverables must be provided as production-ready files that I can hand directly to a web developer, a Kajabi platform builder, a video editor, and a paid advertising agency without any further design work needed. The brand identity you create will appear on: a course membership platform, a public website, paid advertising across LinkedIn, TikTok, YouTube, Instagram and X, PDF documents, email sequences, course thumbnails, and video end cards. It must work across all of these contexts from day one. --- ## ABOUT THE BUSINESS **Business name:** Apex Cerebro **What we do:** Apex Cerebro is a comprehensive AI literacy and integration service. We teach corporate professionals, office workers, students, and businesses how to use AI tools in their daily working lives. No jargon. No technical background required. Practical results only. **Tagline:** Automate the Grind. Own the Apex. **Target audience:** Corporate professionals and office workers aged 17 to 37, based in the UK. Computer-heavy roles with significant documentation and admin burden. Aware AI exists but not using it confidently. Their emotional state: a mix of anxiety, uncertainty, and genuine readiness to change — if someone trustworthy shows them how. **Mission:** To enable every individual regardless of technical background to integrate AI into their personal daily life and professional working environment. **Geography:** UK launch, international expansion planned from Year 2. --- ## THE BRAND FEELING This is the most important section of this brief. Read it carefully before designing anything. Apex Cerebro is not a tech startup brand. It is not a corporate training brand. It is not a generic education platform. The closest description of what it should feel and look like is this: **The brilliant, calm, encouraging friend who figured something genuinely life-changing out and came back to make sure you do not get left behind.** The brand voice has three layers: **Human and relatable.** It acknowledges real pressure. It speaks to real people. It never talks past someone's reality. It never condescends. **Motivational and bold.** Forward-looking. Aspirational. "You are at the beginning of something." It lifts people rather than lecturing them. **Calm and reassuring.** It lowers the threat level. It makes AI feel safe, doable, and non-intimidating for someone who is already overwhelmed. The visual identity must carry all three of these qualities simultaneously. --- ## WHAT THE BRAND IS NOT To avoid any ambiguity, here is what Apex Cerebro should not look like: - Not a Silicon Valley tech startup (no neon, no purple-on-black, no generic gradient meshes, no floating geometric shapes) - Not a corporate compliance training platform (no stiff blues and greys, no stock photo aesthetic, no institutional feel) - Not a personal brand or influencer platform (this is a company brand — Isaac Osei operates in the background, not front and centre) - Not a university or academic brand (no crests, no serif-heavy gravitas) - Not a generic AI brand (avoid obvious AI visual clichés — circuit board patterns, brain illustrations, robot imagery, blue glowing orbs) The market this brand enters is largely unoccupied at this specific positioning. The brand should feel like the first credible, human version of AI education that a non-technical professional would trust and feel at home in. --- ## DELIVERABLES — FULL LIST Every item below is required. Do not propose a partial delivery. ### LOGO SUITE **Primary logo** The full Apex Cerebro logo — wordmark and/or symbol — in the primary colour configuration. This is the master version used on white or light backgrounds. **Reversed logo — white version** For use on dark backgrounds, dark video end cards, and dark email headers. **Single colour logo — black version** For use on documents, print, and contexts where colour is not available. **Icon or symbol only** A standalone mark that works at small sizes — for social media profile images, favicons, app icons, and any context where the full wordmark is too wide. This must be recognisable at 32x32 pixels. **Logo clear space rules** Minimum clear space around the logo defined in the brand kit. Minimum size the logo can be reproduced at without losing legibility. --- ### COLOUR PALETTE **Primary colours — maximum 2** The dominant colours of the brand. Provide: - Colour name as used within the brand - HEX code - RGB values - CMYK values (for future print use) - Pantone reference if applicable **Secondary colours — maximum 2** Supporting colours used for accents, highlights, and contrast. Same format as above. **Neutral colours — maximum 2** Background whites, off-whites, light greys, or dark tones used for text backgrounds, document backgrounds, and platform surfaces. Same format as above. **Colour usage rules** Which colour is used for: headlines, body text, backgrounds, CTA buttons, accent lines, and dark surfaces. Written clearly so a non-designer can apply it correctly. --- ### TYPOGRAPHY **Display or headline font** The font used for large titles, module names, course headlines, and advertising copy. Must be distinctive and reflective of the brand personality. Provide: font name, weight(s) used, licence type (must be commercially licensable without ongoing fees if possible), and where to obtain it. **Body font** The font used for paragraph text, lesson descriptions, email body copy, and PDF documents. Must be highly readable at small sizes on screen. Provide: font name, weight(s) used, licence type, and where to obtain it. **Typography rules** Heading sizes for H1, H2, H3. Body text size. Line height. Letter spacing for any all-caps usage. Written clearly so a non-designer can apply it using only the information provided. --- ### BRAND KIT DOCUMENT A single PDF document — maximum 20 pages — that contains every element above in one place. This document will be handed to: - The Kajabi platform builder to brand the member portal - The web developer to build apexcerebro.co.uk - The paid advertising agency to create ads across five platforms - The Canva AI workflow to produce PDF companions and course materials - Future contractors and collaborators The brand kit must be self-explanatory. It should not require a briefing call to use. Any competent designer or developer must be able to open this document and apply the brand correctly without asking questions. --- ### APPLIED EXAMPLES — FOUR REQUIRED To demonstrate that the identity works in context, provide four applied mockups: **Applied example 1 — Course thumbnail** A single course thumbnail showing how the brand looks on a Kajabi course card. Size: 1920 x 1080px. Must include the Apex Cerebro logo, a module title, and the colour palette applied to a real-world lesson context. **Applied example 2 — LinkedIn ad** A static ad creative in LinkedIn's recommended size (1200 x 627px). Must demonstrate how the brand and tagline "Automate the Grind. Own the Apex." would appear in a paid advertising context. **Applied example 3 — Email header** A branded email header at 600px width showing how Apex Cerebro communications would look in a member's inbox. **Applied example 4 — Social media profile image** The Apex Cerebro icon or symbol applied as a social media profile image at 400 x 400px. Must be recognisable at this size. These are mockups for approval purposes — not final production assets. The final production files will be created using the brand kit by other contractors. Your job is to demonstrate the system works. --- ### FILE FORMATS — ALL REQUIRED All logo files delivered in: - AI (Adobe Illustrator) — master vector file - EPS — for print and external use - SVG — for web and platform use - PNG with transparent background — minimum 2000px wide at 300dpi - PNG with transparent background — web optimised version at 72dpi - JPG on white background — for contexts that do not support transparency Brand kit PDF delivered as: - PDF — final approved version All applied example mockups delivered as: - PNG at the sizes specified above - PDF where applicable All files delivered via a shared Google Drive folder organised by file type. --- ## WHAT I WILL PROVIDE TO YOU - This brief in full - The business name: Apex Cerebro - The tagline: Automate the Grind. Own the Apex. - The brand feeling and personality description above - Feedback on concepts within 24 hours of submission - Final approval within 48 hours of revisions I will not be providing mood boards, colour suggestions, or font ideas. That is your job as the designer. I am providing the business context and the brand personality. You bring the creative direction. --- ## REVISION POLICY - Round 1: Initial concept presentation — minimum 2 distinct directions - Round 2: Development of chosen direction — up to 3 revisions included - Round 3: Final refinements — up to 2 revisions included - Any revisions beyond this scope are billed separately at your hourly rate Concepts must be presented with rationale — explain why each creative direction fits the Apex Cerebro brand personality. Do not present options without explanation. --- ## WHAT I AM LOOKING FOR IN A DESIGNER **Essential:** - Portfolio demonstrating brand identity work for service or education businesses — not primarily product or FMCG brands - Experience creating brand systems that work across digital platforms — not just logos in isolation - Ability to design for a brand that must feel human and trustworthy — not just visually striking - All final files delivered in the formats specified above — no exceptions - Clear English communication **Preferred:** - Experience designing for UK or European markets - Experience creating brand kits used by multiple contractors across different platforms - Experience with brands in education, professional development, or technology sectors **Not required:** - Knowledge of AI or technology - Web development or Kajabi experience (handled by a separate contractor) - Video production experience --- ## TIMELINE I need the complete brand identity delivered no later than 30 April 2026. Proposed schedule: - Day 1 to 3: Designer reviews brief, asks any clarifying questions - Day 4 to 7: Initial concept presentation — minimum 2 directions - Day 8 to 10: Feedback and direction selection - Day 11 to 16: Development of chosen direction - Day 17 to 19: Final revisions - Day 20: All files delivered via Google Drive Designers who cannot commit to this timeline should not apply. --- ## BUDGET Fixed price project. Budget: £400 to £600 for the complete deliverable list above. Please provide a single fixed price quote in your proposal. Do not quote hourly rates — this is a fixed scope project. Proposals outside this range will not be considered. --- ## HOW TO APPLY To be considered, your proposal must include: 1. Three examples from your portfolio showing brand identity work — include the logo suite, colour palette, and typography from each project. Links to live work preferred over screenshots. 2. One paragraph explaining how you would interpret the Apex Cerebro brand personality — human, motivational, and calm — into a visual direction. Be specific. Do not use generic descriptions like "clean and modern." 3. Your single fixed price quote for the complete deliverable list. 4. Confirmation you can deliver by 30 April 2026. 5. Confirmation you will provide all file formats listed in the deliverables section above. Proposals that do not include all five points will not be shortlisted. Proposals that include only a portfolio link with no written response will be rejected immediately. --- ## ONE FINAL POINT The UK AI literacy market for non-technical corporate professionals is largely unoccupied. Apex Cerebro has a genuine first-mover window that will not stay open indefinitely. The brand identity you create will be the first impression of this business on every platform it appears on — from a LinkedIn ad seen by an HR director to a course thumbnail seen by a member on their first login. It needs to be right. Not adequate. Right. If your portfolio does not reflect the ability to create a brand that feels human, trustworthy, and confident at the same time — please do not apply. --- **Business:** Apex Cerebro Ltd **Founder:** Isaac Osei **Location:** United Kingdom **Delivery deadline:** 30 April 2026 **Document reference:** APEX-UPWORK-BRAND-001 Strictly Confidential. Do not share outside of the application process.