brand

Brand identity

Positioning

MailToAd is a B2B cold email outreach and lead generation agency. The core promise: we fill your sales pipeline with qualified leads so you can focus on closing deals, not finding them.

Mission

We run cold email campaigns that land in the primary inbox and bring qualified B2B leads straight to your pipeline. Built on 13 years of deliverability know-how.

Tone of voice

Confident but approachable. Direct and conversational. No corporate jargon, no buzzword soup. Calm confidence, not hype.

Key messages

No long contracts, cancel anytime
First replies within weeks
We handle everything, start to finish
Your main domain stays protected

logo

Logo usage

MailToAd

Text-only logo — no image file

Rules

Brand name: "MailToAd" (camelCase)
Domain: "mailto.ad" (lowercase)
Minimum size: fs-4 (24px)
Color: text-dark-gray (#121212)
Weight: fw-bold (700)

colors

Color palette

Brand color

Brand Green #1F6521 --base-color · badges, buttons, icons, accents

Backgrounds

Page background #fcfaf8 --bg · body, sections

White #ffffff cards, modals, inputs

Black #000000 top banner, comparison section

Very light gray #f7f7f7 --very-light-gray · input bg, cards

Text on light background

Aa

Headings #121212 text-dark-gray

Aa

Body text #3c3c3c text-medium-gray

Aa

Muted text #a8a8a8 text-light-gray

Aa

Green accent #1F6521 text-base-color · links, icons

Text on dark background

Aa

Headings #ffffff text-white

Aa

Body text rgba(255,255,255,0.8) comparison list items

Aa

Green icons #1F6521 text-green · bi-people, bi-person

Aa

Borders rgba(255,255,255,0.15) card borders, dividers

Borders & dividers

Form inputs #e4e4e4

Accordion borders #eaeaeb

Nav, stat dividers rgba(0,0,0,0.06)

typography

Type system

Heading font

Archivo — weights 100–900 (variable)

Ukrainian override: Onest

CSS variable: --alt-font

Body font

Golos Text — weights 400–700

CSS variable: --primary-font

Heading scale

h1 — 4.375rem (70px) · weight 500 · ls -3px

How 400+ B2B companies traded clicks

h2 — 3.438rem (55px) · weight 500

Our simple process that lands the wins

h3 — 2.813rem (45px) · weight 600

Lead sourcing

h4 — 2.375rem (38px) · weight 600

Section heading

h5 — 2rem (32px) · weight 600

Subsection

h6 — 1.75rem (28px) · weight 600

Small heading

Body text

Hero subtitle — 30px, weight 300

Default paragraph — 16px, weight 400, line-height 1.75. We find your buyers, write to them, and manage every reply, start to finish.

Small text — 14px, medium gray

Caption — 13px, light gray

Font weights

300 — Light: buttons, nav links, subtitles

400 — Regular: body text default

500 — Medium: h2 headings, labels, stats

600 — Semi-bold: h3 headings, active items

700 — Bold: logo, counters, strong text

components

Buttons

Primary CTA

See how it works

btn btn-extra-large btn-rounded with-rounded btn-dark-gray

Sizes

Very small Small Medium Large Extra large

Color variants

Dark gray Outline dark Outline light Outline green White

Special

Box shadow Hover dark Back

Badges

who we are

let's talk

our work

how we work

FAQ

what we do

Cards

Service card

White bg, 6px radius, 1px border, 40px padding

Case card

15px radius, box-shadow-bottom, border

20⁺

Social proof card

Forms

First name *

Email address *

Input: bg-very-light-gray form-control · border: 1px #e4e4e4 · focus: 1px #c2c2c2 · padding: 12px 25px

Icons

fa-arrow-right

fa-check

bi-play-fill

bi-check

bi-people

feather-plus

visual style

Shadows & effects

Box shadows

box-shadow

medium

large

extra-large

Border radius

0

4px

6px

15px

30px

50px

50%

Spacing scale

mb-10px

mb-15px

mb-20px

mb-30px

mb-40px

mb-50px

mb-60px

Transitions

transition: all 300ms ease-in-out — buttons

transition: all 400ms cubic-bezier(0.37, 0, 0.63, 1) — general

transition: 0.3s — form inputs

transition: background-color 0.2s, color 0.2s — dropdown items

layout

Grid & breakpoints

Container

Max-width: 1220px at 1400px+ viewport. Padding: 15px left/right.

Section spacing

Default: 110px top/bottom. Scales down: 90px → 75px → 50px.

Breakpoints

xxl	1600px	`xxl-*`
xl	1399px	`xl-*`
lg	1199px	`lg-*`
md	991px	`md-*`
sm	767px	`sm-*`
xs	575px	`xs-*`

writing

Writing guidelines

Headings

Sentence case, not Title Case
Key phrases get green underline highlight
Badges always lowercase (CSS renders uppercase)

Tone

"We" for agency, "you" for prospect
No exclamation marks in body copy
Contractions used freely
Active voice preferred

Button text

"Book a call" not "Contact us"
"Send my request" not "Submit"
"Read more" not "Learn more"
"Get my growth plan" not "Get started"

Meta format

Title: Page Name | MailToAd
Description: 1-2 sentences, mention B2B/leads/pipeline
Brand name: "MailToAd" (display), "mailto.ad" (domain)

Brandbook