Cooper.
Cooper.

Edition 1.0 · July 2026

Hospitality & Events · Temporary Staffing

Brand
guidelines.

How Cooper looks, sounds and behaves, everywhere.

The guiding principle

Trust leads the structure. Warmth lives in the details.

Internal & partner reference
heycooper.co.uk

Contents

What's inside.

Two identities - one visual, one verbal - then the product they build, and where it all shows up.

Part one · Visual identity

Part two · Verbal identity

Part three · The product

Part four · Applications

Part one · Visual identity

Sections 01 – 13

01

Visual identity.

The logo, colour, type and components that make Cooper recognisable at a glance - calm, warm, and unmistakably not the default blue-and-white SaaS look.

01Visual identity · Foundation

Brand foundation

Cooper is a modern platform for temporary staffing - built for hospitality & events. A smarter, clearer, more human alternative to clunky agency tools.

The name story

A cooper binds separate staves into a barrel that holds. Cooper binds people, shifts and agencies into something reliable.

The guiding principle

Trust leads the structure; warmth lives in the details.

Made for three people

Clients

Employers & venues who post shifts and need them filled - on their exact terms.

Crew

The people doing the shifts - booked, remembered, coached and paid fairly.

Cooper

The calm layer between them - matching, confirming and reconciling every booking.

How it should feel

Calm, clear, honest, safe and operationally reliable - but warm, organic and a little poignant. It remembers the person behind every shift.

Personality, in a line

A friend who happens to be extremely organised.

03Visual identity · Logo

Clear space & lockups

Give the marks room to breathe. Protected space keeps Cooper calm and legible at every size.

Clear space = the skyline's height

Keep clear space equal to at least half the skyline's height on all sides. Nothing - type, edges or other marks - enters this zone.

Minimum sizes

  • Skyline mark - 24px minimum height (favicons, app icons).
  • Cooper.Wordmark - 20px cap height minimum in print.
  • Cooper.Lockup - never below 96px wide.

Approved lockups

Cooper.

Horizontal - nav & headers

Cooper.

Stacked - square formats

Mark only - avatars & app icons

04Visual identity · Logo

Logo misuse

The marks are fixed. These are the ways they must never be redrawn, recoloured or crowded.

Cooper.
✕Don't distort or skew
Cooper.
✕No off-brand colours
Cooper.
✕Never reset the type
✕No drop shadows or effects
✕Don't stretch the skyline
✕No busy backgrounds

The rule of thumb: use the supplied marks as-is, in plum-ink, cream, or the inverse tone on dark. When in doubt, give it more space and leave it alone.

05Visual identity · Colour

The palette

Plum & Eucalyptus, warmed by Coral. Roughly 60 / 30 / 10 - cream, plum, coral. Never the default blue-and-white SaaS look.

Cream · 60%
Plum · 30%
10%

Plum

The spine & structure - headings, nav, ink text.

900#2A1F2A
700#47233E
600#5A2D4E
400#8A4F77
200#CDA6BF
50#F4ECF1

Eucalyptus

Calm & confirmed - positive states, checks. A fill.

700#356E59
600#428A6F
500#57A98A
300#9ED6C0
100#DCF0E8
50#EEF8F4

Coral

Warmth & CTAs, kept rare - the 10%. A fill.

600#BC3E20
500#E14F2C
400#F76A47
300#FF8A6B
100#FFDBCF
50#FFEFEA

Neutrals

Cream

#FBF5F0 · page

Plum-ink

#2A1F2A · text

Mauve-grey

#8C8089 · labels

White

#FFFFFF · cards

06Visual identity · Colour

Usage & pairings

Eucalyptus and coral bases are fills, not small text. For readable type, drop to the 500 / 600 steps or plum-ink.

Aa readable

Cream on plum-600 · headings & panels

Aa readable

White on eucalyptus-600 · confirm

Aa readable

White on coral-400 · CTAs only

Aa readable

Euc-700 text on euc-100 tint

Do
  • Lead with cream; use plum for structure.
  • Keep coral rare - one CTA per view.
  • Use eucalyptus for confirmed & settled states.
  • Use the 1px plum hairline as the default edge.
Don't
  • Set body text in coral or eucalyptus bases.
  • Reach for blue-and-white or add gradients.
  • Use grey box-shadows - elevation is plum-tinted.
  • Add the accent-border-left card cliché.

The 60 / 30 / 10 discipline

If a screen feels loud, it's usually too much coral. Warmth is a highlight, not a wash.

07Visual identity · Typography

The two families

A sturdy slab serif for feeling, a clean grotesk for facts. Never Inter, Roboto or Arial.

BitterDisplay · Headings · Italic lines

You're booked.

Friday's shift is yours.

Regular 400Medium 500Semibold 600Italic - emotional lines
Hanken GroteskBody · UI · Labels · Micro-copy

Shift confirmed · Ref SH-4821

Set your availability. We'll do the rest - and let you know the evening before, so Friday morning holds no surprises. Fri 4 Jul · 09:00–15:00 · £13.50/hr.

Regular 400Medium 500Semibold 600Bold 700
08Visual identity · Typography

Scale & rules

One scale, applied with restraint. Serif for what's felt, sans for what's read.

DisplayBitter · 62–84px
Heading H2Bitter · 34–46px
Card title / quoteBitter · 22px
Lead paragraphHanken · 19px
Body copyHanken · 15–17px
TRACKED MICRO-LABELHanken · 12px · .16em
Do
  • Reserve serif italics for warm, human lines.
  • Sentence case everywhere readable.
  • UPPERCASE only for 12px tracked labels.
Don't
  • Set long body copy in the serif.
  • ALL-CAPS whole sentences or headlines.
  • Mix in Inter, Roboto or Arial.
09Visual identity · Components

Buttons & inputs

Plum solid is the workhorse. The coral primary stays rare - one clear action per view.

Button variants

Primary

Coral CTA · the 10%

Solid

Plum · everyday

Confirm

Eucalyptus · positive

Secondary

Hairline · quiet

Text

Ghost link

Sizes

Disabled

Inputs · label, hint & state

As it appears on your right-to-work docs

We'll match shifts near you

Minimum for this role

That doesn't look like an email

10Visual identity · Components

Cards, badges & chips

Tints carry meaning. Colour tells you a shift's state before you read a word.

Card surfaces

Default

White fill, plum hairline. The everyday surface.

Confirmed

Eucalyptus tint for settled, positive moments.

Warm

Coral tint for attention & encouragement.

Sunken

Plum-50 for grouped or inset content.

Plum

Plum-600 panel for features & emphasis.

Ink

Plum-900 for hero & signature panels.

Status badges

Confirmed Filling Needs coverDraftCancelled

Pills report a shift's state; colour carries the meaning before the label is read.

Compliance chips

Right to workDBS checkedFood hygiene · 12 days

Square-cornered chips for compliance facts - eucalyptus when cleared, coral when attention is due.

11Visual identity · Components

The signature moment

The confirmed shift - warm for the Crew who works it, sober for the Client who booked it. Same fact, two registers.

Worker-facing · warm

You're booked.

Friday's shift is yours.

C

Café team · Front of house

Fri 4 Jul · 9:00am – 3:00pm · £13.50/hr

We'll nudge you the evening before. Can't make it? Let us know - no fuss.

Agency-facing · sober

Shift confirmedRef SH-4821

Café team · Front of house

Fri 4 Jul · 9:00am – 3:00pm

Worker
Amara Okafor
Rate
£13.50/hr · 6.0 hrs
Compliance
RTW verified · DBS clear

This is Cooper's one signature interaction - a single eucalyptus confirmation pulse. Confirmed, not hoped. Everything else stays calm around it.

12Visual identity · Form

Motion, form & iconography

The house edge is a 1px plum hairline. Motion is calm and brief. Iconography is deliberately minimal.

Corner radii · 8–24px

8 · chips

11 · btns

16 · cards

22 · panels

Elevation · plum-tinted

sm
md
lg

Never grey box-shadows. Cards mostly rely on the hairline alone.

Iconography · minimal

The check (confirmed) and the star (worker ratings) are the only recurring glyphs. The brand leans on type and its own marks - no icon library.

Motion · acceptable animations

Gentle fades and one signature confirmation pulse behind the eucalyptus check. Easing cubic-bezier(.22, 1, .36, 1). No bounces, no infinite loops on content.

You're booked.

Friday's shift is yours

Fade up

Entrances - 0.6s, opacity with a 14px rise. Content settles in; it never slides far.

Confirmation pulse

A single eucalyptus ring on a settled state - the one signature motion. Fires once, then rests.

−2% press

Feedback - controls dip to 98% on press. Tactile, never bouncy. Try it, or hit Replay.

Calm & brief One thing in motion at a timeNo spinners · no bounces · no infinite loops on content
13Visual identity · Mascot

The mascot

Cooper the soft barrel - the warmest expression of the brand. For empty states, confirmations and onboarding.

Do
  • Confirmation & celebration moments.
  • Empty states and first-run onboarding.
  • A warm aside in an otherwise calm screen.
Don't
  • Use it as the logo - that's the stave skyline.
  • Put it on agency-facing, sober screens.
  • Overuse it - warmth is a highlight, not a wallpaper.

“All sorted - nothing left for you to do.” The mascot only ever speaks to the Crew.

Part two · Verbal identity

Sections 14 – 20

02

Verbal identity.

How Cooper talks - to Crew, to Clients, in every communication, cue and confirmation. Human, warm, confident. Never corporate.

14Verbal identity · Voice

The voice

Cooper speaks to people, not “resources.” Every line should read like it was said by someone calm, competent, and glad your shift is sorted - not generated by a scheduling system.

HumanWarmConfidentNever corporate

Cooper sounds like

  • A friend who's on top of the details.
  • Calm and unhurried, quietly competent.
  • Reassuring - it removes worry, not sells hype.
  • Specific and honest about times, rates, refs.

Cooper never sounds like

  • A scheduling system or a legal notice.
  • Hype-y, exclamation-stacked marketing.
  • Corporate HR speak - “resources”, “allocation”.
  • Vague, padded or falsely enthusiastic.

The voice, in one line

A trusted friend and advisor.

16Verbal identity · Messaging

Brand values & messaging pillars

Four ideas everything Cooper says should trace back to. Use them to brief copy - not to quote verbatim.

01

Every shift, sorted

Reliability as the headline benefit. Cooper removes the admin and the anxiety of staffing - the shift is filled, confirmed, and stays that way.

02

Hire people, not resources

Workers aren't “resources.” Cooper knows who you are, what you did last time, and speaks to you accordingly.

03

Confirmed with certainty

Precision over optimism. Real times, rates and refs, stated plainly - certainty is the reassurance, not enthusiasm.

04

Calm and control

For agencies, Cooper is the sober, precise layer underneath the warmth - the same reliability, built to be trusted at volume.

17Verbal identity · Taglines

Taglines & straplines

One primary line, plus straplines to flex by context. Never stack more than one per layout.

Primary tagline

Every shift, sorted.

“Confirmed with certainty.”

Product / performance marketing

“Hire people, not resources.”

Worker recruitment & retention

“The calm way to staff.”

Agency / B2B sales

“No fuss, ever.”

Support & service touchpoints

Never combine two taglines in one layout, and never add an exclamation mark. The full-stop does the settling.

18Verbal identity · Craft

Content fundamentals

Four habits behind every good Cooper line - and the formatting rules that keep them clean.

Person, not process

Say what happened to the reader, plainly.

“Friday's shift is yours.”

Short, human lines

Land on a full-stop that feels settled.

“You're booked.”

“You” and “we”, rarely “I”

A calm helper, not an authority.

“We'll nudge you the evening before.”

Reassurance over hype

Remove worry. No vanity stats.

“Friday morning holds no surprises.”

Formatting rules

Casing

Sentence case everywhere readable. UPPERCASE only for tracked micro-labels - 12px, .16em, e.g. THIS WEEK.

Numbers

Honest and specific - real times, rates and refs. Never round up or dress numbers as achievements.

No emoji

Warmth comes from words, serif italics and the mascot - never emoji or exclamation stacking.

19Verbal identity · Registers

Two registers, same fact

Match the register to the reader. The underlying fact never changes - only the voice delivering it.

Worker-facing · warm

You're booked.

Fri 4 Jul · 9:00am–3:00pm · £13.50/hr

Agency-facing · sober

Shift confirmed · Ref SH-4821

Fri 4 Jul · 09:00–15:00 · £13.50/hr

How the same fact flexes

“Tomorrow's shift starts at 9. Everything's set.”

Reminder · Ref SH-4821 · starts 09:00

“Can't make it? Let us know - no fuss.”

Cancellation logged · re-issuing to shortlist

20Verbal identity · In practice

Say this, not that

The difference between Cooper and a scheduling system is a single sentence.

Cooper saysNot this

“You're booked.”

“Your resource allocation has been confirmed.”

“Can't make it? Let us know - no fuss.”

“Please submit a cancellation request for review.”

“Hire people, not resources.”

“100% worker retention rate.”

“We'll nudge you the evening before.”

“You will receive an automated reminder notification.”

Sample messages, by moment

Booking confirmed

You're booked for Friday, 9:00am–3:00pm at Riverside Care.

Evening reminder

Tomorrow's shift starts at 9:00am. Everything's set - see you there.

Cancellation

Can't make it? Let us know - no fuss. We'll find someone else.

Agency dashboard

Shift confirmed · Ref SH-4821 · Fri 4 Jul · 09:00–15:00

Part three · The product

Sections 21 – 24

03

The product.

Two user groups, one platform. What Cooper actually does - for the Crew who work the shifts, and the Clients who post them.

21The product · Overview

Two sides, one platform

No-shows, last-minute drop-outs, endless CVs that don't fit. The industry runs on stress. Cooper is built to solve exactly that - for the people hiring and the people working.

User group 01

Crew

Candidates. Once onboarding is done, you're part of the Crew - and every benefit is yours.

9 featuresCoaching · fair pay · rewards

User group 02

Clients

Employers. Less rigid, less broad, less risk - hiring on your terms.

8 featuresCurated · covered · compliant

Unreliable candidates and no-shows are one of the biggest, most expensive problems in hospitality & events. Everything Cooper builds points back at that one problem.

22The product · For Crew

For Crew.

Crew · Coach · Cues · Contracts · Community · Catalyst · Credit · Credibility · Codes

Feature 01

Crew

Finish onboarding and you're in - ready to take advantage of every platform benefit Cooper offers.

Feature 02

Coach

Your personal career coach, built in - profile tips, role suggestions and salary benchmarks from anonymised Crew data.

Salary benchmark

£14.20/hr

Role match

94%

Feature 03

Cues

Gentle reminders that build trust in the lead-up to a role - in app, email or SMS. You choose how you hear from us.

Feature 04

Contracts

Review, comment, sign - all in one place. No printing, no lost email attachments, no chasing.

Feature 05

Community

Opt in and network with other Crew in your industry and location - sharing shifts, advice and opportunities.

Feature 06

Catalyst

Shadow the best of the best. Opt in to our monthly reward programme - each month, one Crew member wins a day with an industry leader.

Feature 07

Credit

Get paid when you need it. Request an advance on contracted payments you're due, for a small fee.

Feature 08

Credibility

A reputation that travels with you. Feedback and reliability build a score visible to prospective Clients.

86 · Highly trusted

Feature 09

Codes

Perks, just for the Crew - exclusive discount codes from dozens of partner businesses.

Travel partner · Half-price commutes + more

For Crew, it adds up to a career, not just a shift - coaching, fair pay, rewards and a credibility score that builds over time.

23The product · For Clients

For Clients.

Copilot · Cover · Curate · Control · Contracts · Compliance · Clarity · Charges

Feature 02 · Flagship

Cover

No show? No problem.

Our algorithm and Cue system detect potential no-shows early and automatically alert your emergency shortlist - so a gap is filled before it ever becomes a crisis.

Shortlist alerted

3 ready

to cover

Feature 01

Copilot

Onboarding made easy - guided every step, with a human only ever a click away.

Feature 03

Curate

Your ideal shortlist, ready-made from 100+ data points for every role you post.

Waiting staff · experienced

91% match

Feature 04

Control

Hiring on your exact terms - the specific criteria, communications and certainty you want.

Feature 05

Contracts

Send, amend and sign directly on Cooper - stored securely, a clean auditable record.

Feature 06

Compliance

Right-to-work, already verified. Every Crew member is checked by Cooper - accessible to you.

Right to workDBS checked

Feature 07

Clarity

Understand your hiring, not just do it - open positions, benchmarks, fill rate and cover, in one dashboard.

Feature 08

Charges

The more you hire, the less you pay. Every charge in one transparent place - pricing that rewards loyalty.

For Clients, it's reliability where it was missing - curated shortlists, automatic cover, compliance and control.

24The product · Outcome

The Cooper difference

Two user groups, one outcome - hiring that's easier, quicker and calmer for everyone.

For Crew

Coaching, fair pay, rewards and a credibility score that builds a career - not just a shift.

For Clients

Curated shortlists, automatic cover, compliance and control - reliability where it was missing.

The result

The no-show problem, solved - and a calmer industry on both sides of the hire.

Part four · Applications

Sections 25 – 29

04

Applications.

Where it all comes together - website, product, social, messages and collateral. Same voice, same palette, split by audience.

25Applications · Website

Website

Worker-facing pages lead with the serif and warmth; agency-facing pages lead with proof and precision.

heycooper.co.ukWorker landing

Work that fits, shifts you can count on.

Set your availability. We'll do the rest - and let you know the evening before, so Friday morning holds no surprises.

You're booked.

Friday's shift is yours.

heycooper.co.uk/agenciesAgency landing

Fill every shift. Know exactly who's on it.

Cooper matches, confirms and reconciles - with a full audit trail on every booking, ref by ref.

SH-4821 · WaitingConfirmed
SH-4822 · BarFilling
SH-4823 · KitchenNeeds cover
26Applications · Product

Product UI

The agency dashboard is sober and precise; the worker's view of the very same shift is warm.

Cooper.Agency dashboard

This week · 4 shifts

Waiting · RiversideConfirmed

Fri 4 Jul · 09:00–15:00 · £13.50/hr · Ref SH-4821

Bar · The QuayFilling · 3/4

Sat 5 Jul · 17:00–23:00 · £14.00/hr · Ref SH-4822

Kitchen porterNeeds cover

Sun 6 Jul · 08:00–14:00 · Cover alerted to 3

Right to workHygiene · 12 days

Your next shift

You're booked.

Fri 4 Jul · 9:00am–3:00pm
£13.50/hr · Riverside

Worker mobile · warm

27Applications · Social

Social

Short, human, no emoji. The line does the warming - not exclamation marks.

Instagram · worker

Set your hours once. We'll bring the shifts to you.

Cooper - work that works around you.

Instagram · story

Cooper.

Friday's shift is yours.

No fuss. No surprises. Just Cooper.

Cooper· for agenciesLinkedIn · agency audience

Fill rates matter less than fill certainty. Cooper gives agencies both - a full ref trail on every shift, from offer to sign-off.

28Applications · Messages

Email & SMS

Every notification is one calm, complete thought. Warm for the Crew; a clean record for the Client.

Cooper <hello@heycooper.co.uk>

You're booked for Friday.

You're booked for Friday, 9:00am–3:00pm at Riverside Care. Everything's set - we'll nudge you the evening before.

Fri 4 Jul · 09:00–15:00 · £13.50/hr · Ref SH-4821

Agency dashboard · notification

Shift confirmed · Ref SH-4821 · Fri 4 Jul · 09:00–15:00

Cooper

SMS · Cues

Tomorrow's shift starts at 9:00am. Everything's set - see you there.
All good, thanks!
Can't make it? Let us know - no fuss. We'll find someone else.

SMS · warm

Never: “You will receive an automated reminder notification.” Cues are gentle and human - the reader chooses the channel and the frequency.

29Applications · Collateral

Business collateral

The same discipline off-screen - one mark, one tagline, generous space.

Cooper.

Jordan Ellis

Client Partnerships

jordan@heycooper.co.uk

Every shift, sorted.

Email signature

Jordan Ellis

Client Partnerships · Cooper

heycooper.co.uk

The calm way to staff.

Cooper.

Q3 · Partner update

Fill every shift.