Apolitical Figures — Brand Kit

Brand Positioning

What We Are

📊 Data first, opinion never. Every claim backed by numbers.
🏛️ System-focused. We show how the machine works, not which team is worse.
😤 Both sides get mad. If only one side is angry, we failed.
🎯 Complex made simple. $1.2B breakdowns anyone can follow.

What We Are NOT

❌ Not centrist — centrism is a position. We're a-partisan.
❌ Not angry — authoritative, calm, measured.
❌ Not preachy — "Here are the numbers. You decide."
❌ Not vague — name the expert, cite the study.

Content Pillars

💰

Follow the Money

Campaign finance, lobbying, where tax dollars go

"$4.3B in Lobbying: Who's Really Writing Your Laws"

⚙️

The System

How government actually works — process, rules, loopholes

"Why Congress Can't Pass a Budget (The Real Reason)"

📊

By the Numbers

Data breakdowns of policies, costs, outcomes

"Alligator Alcatraz: $1.2B Cost Breakdown"

🤝

Both Sides

Issues where both parties share blame or complicity

"Both Parties Voted for This. Nobody Talks About It."

🧾

The Receipts

Fact-checks backed by verifiable data

"They Said It Would Cost $X. It Actually Cost $Y."

Taglines

"The numbers don't have a party."

Follow the money. Forget the party. — Financial content

Data over drama. — General brand

No spin. Just numbers. — X bio

The receipts, not the rhetoric. — YouTube outro

See the system. Skip the noise. — Awareness content

What the numbers actually say. — Blog header

Primary Colors

Charcoal

#1A1A2E

26, 26, 46

Primary backgrounds, text, dark base

Gold

#D4A843

212, 168, 67

Accents, highlights, key data, hero color

Teal

#00BFA6

0, 191, 166

Secondary accent, charts, links, CTAs

Secondary Colors

Light Gray

#E8E8E8

Body text on dark backgrounds

Warm White

#F5F5F0

Light mode backgrounds, captions

Muted Gold

#B8923A

Hover states, secondary gold

Deep Teal

#008B75

Dark mode teal variant

Alert Red

#E63946

Critical data points ONLY (sparingly)

Data Visualization Palette

Rules: Dark mode is primary. Gold is the hero color — first thing you notice. Teal for links and interactive elements. Red is surgical — critical data only, never decorative. Never use red or blue as primary brand colors (political associations).

Type System

Inter Bold — Headlines

The numbers don't have a party.

Playfair Display — Pull Quotes / Key Stats

"$4.3 billion in lobbying — who's really writing your laws?"

JetBrains Mono — Data Labels / Numbers

$1,200,000,000 — 63% — 4.3B

Inter Regular — Body Text

Campaign spending data, how much it costs to run, who donates, how lobbying works, and the correlation between campaign cash and political outcomes.

Inter Light — Captions / Attribution

Source: Federal Election Commission, 2026 | Last updated: August 2026

Typography Hierarchy

Element	Font	Weight	Case
YouTube Title	Inter	Bold	Title Case
Section Headline	Inter	Bold	Title Case
Pull Quote / Key Stat	Playfair Display	Bold	Sentence case
Body Text	Inter	Regular	Sentence case
Data Label	JetBrains Mono	Regular	UPPERCASE
Caption / Attribution	Inter	Light	Sentence case

YouTube Thumbnail Templates

TEMPLATE A — Big Number Hook

$1.2B

FOR WHAT?

The real cost of the border crisis nobody's talking about

TEMPLATE B — Bold Statement

THEY LIED
ABOUT THE NUMBERS

And the receipts prove it

TEMPLATE C — Dollar Amount

$4.3B

in lobbying. Who's really writing your laws?

Data Breakdown

TEMPLATE D — Mini Data Viz

'08

'12

'16

'20

'24

Campaign Spending Is Out of Control

Total spending by election cycle (billions)

Thumbnail Formula

Background: Dark, moody, desaturated photo of the subject
Overlay: Semi-transparent dark gradient
Key Number: MASSIVE gold text — this is the hook
Headline: 3-5 words max, white, punchy
Brand Mark: Small chart icon in corner

❌ No exaggerated faces, clickbait expressions, red/blue borders, or cluttered text

Brand Voice

✅ ON BRAND

"Here's what $4.3 billion in lobbying actually looks like."
"Both parties voted for this. Here are the numbers."
"The cost breakdown they don't want you to see."
"We pulled the data. You decide what it means."
"This isn't opinion. It's a spreadsheet."

❌ OFF BRAND

"The corrupt politicians are stealing your money!" (too angry)
"Both sides are equally bad." (that's a position)
"This is why you should vote for X." (we don't tell)
"Experts say..." (name the expert, cite the study)
"It's complicated..." (our job is to simplify)

Voice Traits

Tone

Authoritative, calm, measured

NOT angry, preachy, condescending

Style

Data-driven, visual, clear

NOT opinion-heavy, vague, academic

Attitude

"Here are the numbers. You decide."

NOT "Here's why you should be outraged"

Language

Plain English, no jargon

NOT wonky, insider-speak, partisan

Platform Strategy

📺 YouTube

Primary Platform

Long-form data breakdowns. The core content engine.

1-2 videos per week, 8-15 min each
Shorts: 30-60s "one stat" clips
Community tab: data polls, BTS

𝕏 X / Twitter

Priority Social

Threads, data cards, real-time commentary on breaking data.

3-5 posts per day
Thread format for deep dives (10-15 tweets)
Data cards as standalone posts
Quote-tweet news with data context
Pin thread: "What is Apolitical Figures?"

📝 Blog

SEO + Long-form

Companion pieces to videos. Interactive charts. Source lists.

Long-form companion to videos
Embedded charts and data viz
SEO-optimized for "how does X work"
Methodology sections (builds trust)

📸 Instagram

Visual Social

Data carousels, reels, stories. Visual-first audience.

Data carousels (5-8 slides per topic)
Reels: 30-60s "one stat" clips
Stories: polls, "did you know" facts

🎵 TikTok

Growth Channel

Short-form viral potential. "One number that changes everything."

30-90 second clips
"One number that will change how you see X"
Duet/stitch news clips with data overlays
Trending audio + data overlay

Music & Audio

Intro Music

Clean, minimal, slightly cinematic. Think: NPR meets HBO documentary. Piano + subtle bass + light electronic texture. 3-5 seconds max. No bombastic orchestral, no trap beats.

Background Music

Ambient, unobtrusive, builds tension naturally. Hans Zimmer-lite, data visualization energy. Swells at key data reveals. Never overpowering narration.

Sound Design

Subtle "data point" sounds for number reveals (soft click, tick, whoosh). Clean transitions. No comedy sound effects, no meme sounds. Professional but not sterile.