Brand Guidelines
A calm and confident brand blending deep, grounded tones with a fresh airy blue.
We're Hiring
Two contractor roles. Remote, AU timezone preferred. Scroll down for brand guidelines -that's who you'd be representing.
Why Routiq
AI patient re-engagement platform for allied health clinics. We connect to Cliniko, identify lapsed patients, and bring them back via SMS and WhatsApp -using behavioural science principles, not generic templates.
One unified platform: patient reactivation + AI receptionist. One dashboard, one subscription. Revenue generating, product working, funded. The bottleneck is distribution -that's why these roles exist.
The Founder
Daniel Welsh
Economics + tech background with deep knowledge of behavioural economics systems. Spent the past year applying that to allied health -automating clinic workflows and patient communication.
Solo-built the product, marketing site, and internal ops platform. 82 behavioural science principles synthesised from 20 books (Kahneman, Thaler, Cialdini, Ariely, Shotton). Every claim is sourced -not vibes, evidence.
Competence
Behavioural economics applied to healthcare ops. Takes Kahneman studies and turns them into working software.
Connection
Solo founder building in public. Honest about complexity, doesn't oversell. One person vs the incumbents.
Communication Style
Knowledge-first, insight-driven. Behavioural science taught through allied health examples. Not lifestyle, not aesthetic-first.
Two Open Roles
Content Creator
~12-15 hrs/week · Contractor
Has a brand (visual identity, guidelines, logo, colour system) but personal brand is essentially zero -no social following. Needs someone to take existing research and raw footage and turn it into consistent, high-quality content. Ideate + edit + distribute. Daniel films the raw clips and provides strategy/research.
Weekly Output
- 2 polished carousels (Canva, template provided)
- 2 edited talking-head videos (60-90s, vertical, captions)
- 2 Twitter/X threads (rewritten from carousel content)
- 2 LinkedIn text posts (founder story / insight format)
- 1 tool reveal screen recording
- Platform-native posting: LinkedIn, Twitter, Instagram, YouTube Shorts, TikTok
- Daily engagement -comments, replies (30 min/day)
Must-Haves
- Strong video editing (CapCut or similar -clean cuts, captions, pacing)
- Carousel/graphic design (Canva -working from templates)
- Platform-native copywriting (LinkedIn ≠ Twitter ≠ Instagram)
- Self-directed, reliable with weekly deadlines
Nice-to-Haves
- Grown accounts from zero (not just managed established ones)
- Understanding of behavioural science or educational content
- B2B SaaS or healthcare marketing familiarity
- AU/NZ timezone
Not Required
On-camera presence, paid ads, web development, deep AI/tech knowledge
Outreach SDR
~8-10 hrs/week · Contractor
We auto-generate personalised Google Reviews audits for leads. Each audit is a genuine retention analysis -not a sales pitch, but a valuable free report. You send them as outreach hooks. Daniel closes.
Daily / Weekly Output
- 10 personalised outreach emails/day using review audit results as hooks
- Track responses, book calls into Daniel's calendar (Cal.com)
- Manage 609-lead pipeline -status updates, flag hot leads
- LinkedIn connection requests with personalised notes
- Weekly pipeline report (responses, warm leads, calls booked)
Must-Haves
- Experience with outbound email / lead generation
- Comfortable with CRM / pipeline management
- Clear, personalised writing (not template spam)
- Self-directed, reliable with daily cadence
Nice-to-Haves
- Allied health or clinic operations knowledge
- Experience with tools like Instantly, Lemlist, or Apollo
- B2B SaaS sales development background
- AU/NZ timezone
Not Required
Closing sales, content creation, video/design skills, web development
Content Strategy
Applies to Role 1: Content Creator
One behavioural science principle per week. Each principle becomes three formats across five platforms.
Mon
Carousel
LinkedIn + Instagram
Mon
Thread
Twitter/X
Tue
Video
TikTok, YT, IG, LinkedIn
Wed
Tool Reveal
All platforms
Thu
Text Post
LinkedIn + Twitter
Behavioural Science
40-50%
Tool Reveals
20%
Founder Story / BTS
20%
Product / CTA
10%
Tone of Voice
Sound like this
“92% of 'We miss you' messages get ignored. Here's why.”
“One question is killing your patient retention. And your front desk asks it every day.”
“Your patients haven't left. They just haven't heard from you.”
Never sound like this
“Leveraging cutting-edge AI to revolutionize patient engagement”
“This is so insightful! Love this!”
“Our comprehensive, robust solution seamlessly integrates...”
Time Commitment
~20-25 hrs/week combined
Contractor basis. Initial 3-month engagement.
To apply, review
routiq.ai -landing page, pricing, case studies
labs.routiq.ai -run a free audit to see the product
labs.routiq.ai/brand -this page (brand guidelines)
Contact: daniel.welsh@routiq.ai
Visual
Look & Feel
Creative Direction
Your color palette feels calm and confident, blending deep, grounded tones with a fresh and airy blue, while the super soft grey adds a modern touch -a look that feels ahead of its time, just like the brand.
Color Palette
Four main colors plus one highlight. Energy is used for smaller elements rather than large fillings.
core
#1a1c12
RGB: 26, 28, 18
Near-black. Primary text, dark backgrounds.
blackberry
#472424
RGB: 71, 36, 36
Dark maroon. Secondary dark tones.
energy
#7d312d
RGB: 125, 49, 45
Deep red. Accent only, small elements.
prompt
#7ba2e0
RGB: 123, 162, 224
Blue. CTAs, links, interactive elements.
cloud
#ededeb
RGB: 237, 237, 235
Off-white. Backgrounds, light text on dark.
50%
50%
50%
50%
50%
Appearance
Color Combinations
These approved pairings maintain consistency across all platforms. Don't freestyle other combinations.
REVENUE
AND MARGIN
cloud on core
REVENUE
AND MARGIN
prompt on blackberry
REVENUE
AND MARGIN
core on energy
REVENUE
AND MARGIN
cloud on prompt
REVENUE
AND MARGIN
energy on cloud
Design
Primary
Main visual representation. Used most frequently across all platforms and layouts.
on cloud
on core
on prompt
on blackberryLogomark
Visual icon that stands for the brand. Additional to the wordlogo.
on cloudon energy
on blackberry
on coreSecondary
Stacked layout. For when horizontal space is limited -social media, profile pictures.
on cloud
on coreConcept
Be bold
Raptor V3 is a sans-serif font with a certain weight to the letters, striking and recognisable.
Low contrast
The font has hardly any contrasts and thus appears clear and expressive, minimal and clear despite its particularity.
Clear statements
The dot at the end emphasises the name and makes a statement, picking up on the shape + size of the dots of the r and i.
White Space
A space the size of the dot should remain free around the logo to ensure legibility, always.
Typography
Aa
Raptor V3 Black
Logo + Headings
AaBbCcDdEeFfGg
HhIiJjKkLlMmNn
0123456789
An unique bold typeface with some twisted details but smooth geometric curves. Designed by Vojtech Riha, published by Superior Type. Used exclusively for the logo -always use provided logo files, never set the name in the font manually.
Aa
Inter
Body Text + UI
AaBbCcDdEeFfGg
HhIiJjKkLlMmNn
0123456789
A clean, modern sans-serif optimised for screen readability. Used for all body text, UI elements, and information text throughout the product and marketing materials.
Font Pairing
routiq.
implementing automated AI solutions
into existing businesses processes
Brand Gradients
Downloads
All brand assets are available for download. Please follow the guidelines above when using them.
Primary Logo
SVG, PNG, PDF in all brand colors
Web RGB + Print CMYK
Secondary Logo
Stacked layout for tight spaces
Web RGB + Print CMYK
Logomark
R icon in all brand colors
Web RGB + Print CMYK
Fonts
Raptor V3 Black, Inter, Acid Grotesk Light
OTF + TTF
Gradients
Three brand gradient images
JPG
Full Guidelines
Complete brand guidelines document
PDF (7MB)