FileMayor.by Chevza BRAND BOOK · v1.0 · MAY 2026
Brand book

A guide to
looking, sounding,
and acting like
FileMayor.

v1.0 internal · partners · press · public 29 pages
● Public-facing brand reference filemayor.com / brand
02 · Contents29 pages
Contents

What's inside.

PART 01
Essence
Brand idea · mission · values · personality.
PART 02
Voice
How we sound. Principles · examples · taglines.
PART 03
Naming
Product, verbs, the Doctrine, Chevza.
PART 04
Logo
Wordmark, lockups, clearspace, misuse.
PART 05
Color
Palette, roles, proportions, accessibility.
PART 06
Type
Three families, scale, pairing rules.
PART 07
Motifs
The terminal block, the dot, the rule, the chip.
PART 08
Imagery
Photography direction and the placeholder rule.
PART 09
Application
Deck · social · web · CLI · swag.
by Chevza02 / 29
● 03 · The brand ideaOne sentence
The brand idea
FileMayor is what
turns instructions
into action —
safely, locally,
and with one undo.
Everything in this book serves that sentence.03 / 29
04 · Mission · Vision · ValuesThe compass
Compass

Why we build,
what we're building toward,
how we behave.

MISSION
Make every
filesystem obey
a sentence.
Anyone, anywhere, should be able to type what they want their files to do — and have it happen.
VISION
Local-first
is the default.
A world where AI can act on your files without your files ever leaving your machine. Privacy as posture, not a setting.
VALUES
Five
non-negotiables.
· Local before cloud.
· Undo before clever.
· Honest before hype.
· Engine before features.
· Builder before brand.
The compass04 / 29
05 · PersonalityIf FileMayor were a person
Personality

Five words. In order.

01
Precise.
Specific moves, specific paths, specific times. Vagueness is a tell.
02
Calm.
No exclamation marks. No emergencies. The verbs do the work; the copy stays out of the way.
03
Witty.
Dry, occasionally — never goofy. A joke is a tool; we use it like one.
04
Local.
We talk like we ship — close to the metal. The CLI is the voice; everything else is a translation.
05
Brave.
We make claims we can defend. If we say "undo anything," there is an undo for everything.
Precise · Calm · Witty · Local · Brave05 / 29
06 · VoiceSix principles
Voice principles

How we sound.

01
Verbs over nouns.
We don't sell "AI file management." We sell scan, cure, undo.
02
Show output.
If we can show a terminal, we show a terminal. Real numbers. No screenshots of fake UIs.
03
Sentences fit on screen.
Short clauses. Em dashes earned. If a line wraps three times, it isn't ready.
04
Builder to builder.
Default voice is engineer-to-engineer. We don't talk down. We don't overexplain.
05
Claim, then prove.
Every adjective earns its keep with a verb, a number, or a command.
06
Italics carry the soul.
The italic is our editorial signature — set softly, set rarely. One per line, two per slide.
Voice principles06 / 29
07 · VoiceSay this · not that
Say this · not that

Examples, in context.

SCENARIO
FileMayor would say
FileMayor would not say
Tagline
Folders, on command.
Revolutionizing file management with AI ✨
Hero line
Your AI can suggest. FileMayor can act.
The next generation of intelligent file organization
Feature
One verb. The whole session, reverted.
Robust rollback capabilities
CTA
$ npm install -g filemayor
Get started today!
Error
guardrail refused this batch. 4 moves above threshold.
Oops! Something went wrong 😅
Italic carries soul · numbers carry weight07 / 29
08 · MessagingArchitecture
Messaging architecture

Three lines. Five paragraphs.

TAGLINE
Folders, on command.
ONE-LINER
FileMayor is a local command bar for your filesystem — diagnose, plan, apply with one undo.
WEDGE
Your AI can suggest. FileMayor can act — with one undo to roll it back.
ELEVATOR · 30s
Every model on the planet can plan a cleanup of your Downloads folder. None of them can do it. FileMayor is the execution layer — a local CLI, desktop app, and MCP server with five verbs: scan, explain, cure, apply, undo. Your files never leave the machine. Twenty-five thousand npm installs and growing.
Tagline → one-liner → wedge → elevator08 / 29
09 · NamingProduct, verbs, doctrine, chevza
Naming · what we call things

A small vocabulary,
used precisely.

PRODUCT
FileMayor
One word. Two capitals: F and M. Never "Filemayor," "File Mayor," or "filemayor" outside of CLI / domain context.
COMPANY
Chevza
The maker. Pronounced /ˈt͡ʃɛv.zə/. Always used as "by Chevza" in lockups, never as the product itself.
VERBS
scan · explain · cure · apply · undo
Lowercase. Always in this order. Always italic when set in long-form copy. Always monospace when shown as commands.
ARCHITECTURE
The Chevza Doctrine
The six-layer security posture. Capital D. The six layers are lowercase: jailer, vault, guardrail, halt, architect, security.
SURFACES
CLI · Desktop · PWA · MCP
All caps. Listed in this order: CLI first (canonical), then Desktop, PWA, MCP. Never "the app" generically.
UNITS
moves · sessions · journal
Files are not "items" — they're targets of moves. A run is a session. The record of a session is a journal.
Words are interfaces.09 / 29
10 · LogoWordmark system
Logo · the wordmark

FileMayor.

A wordmark, set in Instrument Serif. The terra dot is the only mark — it ends the sentence the brand starts.
FileMayor.
FileMayor.
FileMayor.
FileMayor.
single-color
FileMayor.
on white
Primary, reversed, accent, single-color, on white10 / 29
11 · LogoEndorsement lockup
Endorsement lockup

"by Chevza" sits
quietly to the right.

FileMayor.
by Chevza
PRIMARY · ENDORSEMENT
FileMayor.
by Chevza
REVERSED · ENDORSEMENT
Endorsement is always set in Geist Mono, all caps, letterspaced +0.16em, at ~15% of the wordmark height, baseline-aligned with the base of "FileMayor," and spaced 0.5× the cap height to the right.
One space, one rule, no exceptions11 / 29
12 · LogoClearspace · sizes
Clearspace + minimum sizes

Let it breathe.

FileMayor.
= x · CLEARSPACE
Clearspace = the cap-height of "F". Never less, on any surface.
FileMayor.
PRINT · 24 PT MIN
FileMayor.
DIGITAL · 18 PX MIN
FileMayor.
FAVICON · 14 PX MIN (DOT ONLY UNDER 14PX)
.
FAVICON · APP ICON
When space is the constraint, the dot earns the room. It carries the brand by itself.
The dot is the smallest legal expression of the brand.12 / 29
13 · LogoMisuse
Logo misuse

Eight things never to do.

FileMayor.
✕ DON'T resked typeface
FileMayor.
✕ DON'T recolor freely
FileMayor.
✕ DON'T rotate
FileMayor.
✕ DON'T re-letterspace
filemayor.
✕ DON'T lowercase
File Mayor.
✕ DON'T split into two words
FileMayor.
✕ DON'T add effects
FileMayor
✕ DON'T drop the dot
The dot is non-negotiable.13 / 29
14 · ColorPrimary palette
Primary palette

Five colors. No more.

#f5f1e8
Cream
#F5F1E8 · oklch 95% 0.013 86
Primary background. The page itself.
#0f0d0a
Ink
#171513 / #0F0D0A · text + dark surfaces
Body text on cream; bg for terminal moments and bold opens.
#a8552a
Terra
#A8552A · oklch 55% 0.13 47
The dot. The accent. The verb. Use scarcely.
#a3c977
Term
#A3C977 · ok · success
"OK" green in terminal output. Never primary copy.
#7c766b
Muted
#7C766B · neutral
Captions, eyebrows, secondary copy.
Cream · Ink · Terra · Term · Muted14 / 29
15 · ColorProportions + role
Proportions

A 70-20-7-3 rule.

CREAM · 70%
INK · 20%
TERRA · 7%
TERM · 3%
CREAM 70%
The page.
Everything starts on cream. White is reserved for moments inside cream (cards, swatches) — not the canvas.
INK 20%
Body + bold.
All long-form copy. Dark slides reverse to cream-on-ink for emphasis — used at openings and key moments.
TERRA 7%
The verb.
The dot, the prompt, the one word per slide you'd italicize. If terra appears twice on a slide, you've used it once too many.
TERM 3%
Just the OK.
Only inside terminal blocks. Never a heading, never a button.
Restraint is the brand.15 / 29
16 · ColorAccessibility
Accessibility · WCAG AA

All legal pairings.

Ink on cream
15.4 : 1 · AAA
Cream on ink
14.9 : 1 · AAA
Terra on cream
4.6 : 1 · AA (large + UI)
Term on ink
9.3 : 1 · AAA
· Terra (terra-on-cream) passes AA only at ≥ 18 pt. For body copy, use ink.
· Muted (#7C766B) is for captions only — never primary copy, never on dark.
· Never set terra on term, or term on terra. We've thought about it. We tried it. Don't.
If in doubt: ink on cream.16 / 29
17 · TypeThree families
Typography

Three families.
One italic.

DISPLAY · HEADLINES
Aa
Instrument Serif
Roman + italic. Carries everything that matters. The italic is the brand's voice.
UI · BODY
Aa
Geist
300, 400, 500, 600. The neutral. Long-form copy and UI labels live here.
CODE · CHROME
Aa
Geist Mono
400, 500. Terminal blocks, commands, eyebrows, chips, all-caps labels.
Instrument Serif · Geist · Geist Mono — all free, all on Google Fonts17 / 29
18 · TypeScale
Type scale · for 1920×1080

A small vertical rhythm.

Hero · 172
Folders, on command.
Instrument Serif · italic
line 0.92 · tracking −.025em
Display · 120
Your AI can suggest.
Instrument Serif · roman
line 0.96 · tracking −.022em
Title · 84
The Chevza Doctrine
Instrument Serif · roman
line 1.0 · tracking −.02em
Body · 28
Long-form copy and supporting paragraphs sit here. Geist Regular at 28 / 1.4. Maximum width: 1200 px.
Geist · 400
line 1.4 · max-width 1200
Eyebrow · 18
section · 09 / 29
Geist Mono · 400
caps · tracking +.18em
Mono · 22
$ filemayor explain ~/Downloads
Geist Mono · 400
terminal blocks · commands
Hero · Display · Title · Body · Eyebrow · Mono18 / 29
19 · TypePairing rules
Pairing rules

Three little laws.

01
Serif italic carries the headline. Always.
The italic is the soul. Set it for the punchline, the verb, the moment that matters. One italicized phrase per line.
02
Sans handles the explanation.
If it's a paragraph, it's Geist. Never set body copy in the serif — the serif is for moments, not minutes.
03
Mono labels the frame.
Eyebrows, page numbers, chips, terminal output, file paths — all monospace. Mono is the chrome; never the message.
One soul, one body, one chrome.19 / 29
20 · MotifsThe recurring marks
Motifs

Four little tells.

The dot.
The terra dot ends the wordmark and bookends the brand. Used as a small status indicator (●) in chrome rows.
$
The prompt.
Terra-colored $ opens any command. The single most recognizable atom of the brand.
The rule.
A 1 px ink line at 18% opacity divides everything — table rows, slide chrome, card edges. Never thicker.
live
The chip.
All-caps mono in a thin outlined pill. Carries status (live, journaled, offline-first). One per row, max three per slide.
The dot · the prompt · the rule · the chip20 / 29
● 21 · The terminal blockAnatomy
The terminal block

Our hero illustration.

$ filemayor explain ~/Downloads Scanned 1,248 files (4.2 GB) in 1.4s ────────────────────────────────────── Health: 22/100 · 3.8 GB recoverable → filemayor cure ~/Downloads ▌
  • background
    #15120E · slightly warmer than ink, 1 px rgba(243,238,226,.10) border.
  • radius
    8 px. Always. Never sharp, never pill.
  • padding
    42 px / 50 px. Generous — the block carries weight.
  • prompt
    Terra. The only saturated color in the block.
  • cmd
    Pure white. The command itself.
  • dim
    Muted #8A8377 for separators and notes.
  • key
    Amber #E9B06A for numbers worth seeing.
  • warn
    Coral #E07A5F for health and errors. Never red.
  • ok
    Term green #A3C977 for success and CTAs inside the block.
  • cursor
    Terra blink, 1.1 s. Lifeline of the brand.
If you only have one visual element, make it this one.21 / 29
22 · ImageryThe placeholder rule
Imagery

A placeholder beats
a bad stock photo.

FileMayor doesn't traffic in stock laptops, "diverse team smiling at screens," or abstract gradient blobs. The brand's hero illustration is the terminal block. Everything else stays out of the way.
✓ DO
Real output.
Real numbers.
Real paths.
Screenshots of the actual CLI. Screen recordings of the actual desktop. Real ~/Downloads.
✓ DO
Editorial
photography.
If you must.
Warm-cream paper, dark wood, mechanical keyboards, hand notes. Off-white film grain. No screens within screens.
✕ DON'T
Stock laptops.
Smiling teams.
Gradient blobs.
Any image you've seen before is one we can't use. Placeholder rectangles are better.
The CLI is the photoshoot.22 / 29
23 · LayoutGrid + chrome
Layout system

A page is a terminal window.

● section · title v4.0.1
EYEBROW
Title here.
A paragraph of supporting text that sits comfortably below the title at a calm reading width.
● caption nn / NN
SLIDE ANATOMY · 1920 × 1080
PADDING
90 / 110.
90 px vertical, 110 px horizontal. Chrome sits at 48 px from top and bottom — outside the safe area, inside the bleed.
EYEBROW + CHROME
Top-left, bottom-right.
Top-left chrome: ● section · title. Top-right: version. Bottom-left: meta caption. Bottom-right: nn / NN.
CONTENT
Eyebrow → Title → Body.
Always in this order. Body never exceeds 1300 px. Whitespace is the design.
The slide is the page is the terminal window.23 / 29
24 · ApplicationPitch deck
Application · 01

Pitch deck.

01 · COVER
YOUR AI CAN SUGGEST.
Folders,
on command.
Hero italic + monospace eyebrow. The wordmark always sits top-left.
02 · DARK MOMENT
Your AI can suggest.
FileMayor can act.
Used for wedge, doctrine, and close. ~20% of slides.
03 · TERMINAL
$ filemayor explain
scanned 1,248 files...
Health: 22/100
→ filemayor cure ▌
The proof. Real output, monospace, blinking cursor.
16 slides · 1920 × 1080 · speaker notes embedded24 / 29
25 · ApplicationSocial carousels
Application · 02

Social carousels.

HERO · DARK
MANIFESTO · 01 / 07
Your AI
can suggest.

FileMayor
can act.
1080 × 1350. Works on LinkedIn, X, Instagram.
VERB SLIDE
03 · CURE
cure
The AI proposes specific moves with rationale.
$ filemayor cure --prompt
→ Move 63 screenshots →
→ Plan covers 112 files
Each verb gets a dedicated card. Mono command at the foot.
FOUNDER · WARM
02 / 07
HI.
I'm Chevza.
Lehlohonolo Goodwill Nchefu — solo founder, sole engineer.
Warm deep-cream variant for human moments and founder story.
Five carousels · 35 slides · 1080 × 135025 / 29
26 · ApplicationWeb + CLI
Application · 03

Web. CLI.

filemayor.com
YOUR FOLDERS, ORGANIZED.
Folders,
on command.
A command bar for your filesystem. Diagnose, plan, apply with rollback. Local-only.
$ npm install -g filemayor
WEBSITE · MARKETING PAGE
CLI · NATIVE OUTPUT
$ filemayor explain ~/Downloads
Scanned 1,248 files (4.2 GB) in 1.4s
───────────────────────────────
Health: 22/100
· 63 screenshots
· 14 dup installers · 1.7 GB
· 27 stale archives
· 3.8 GB recoverable

→ filemayor cure ~/Downloads ▌
The CLI is the canonical voice. Same color tokens, same restraint.
Same wordmark, same dot, same terminal26 / 29
● 27 · The Chevza DoctrineThe pillar
The brand pillar
Six layers between
any plan and your disk.
all green ● · 6 / 6
ok
LAYER 01
jailer
Path sandbox. Operations cannot escape the workspace.
ok
LAYER 02
vault
Credentials in OS keychain. Never in plain files.
ok
LAYER 03
guardrail
Refuses destructive batches by policy.
ok
LAYER 04
halt
One-keystroke kill switch mid-apply.
ok
LAYER 05
architect
The constitution. Allowed move-shapes only.
ok
LAYER 06
security
Audit log of every operation, every verdict.
Trust is a posture, not a feature.27 / 29
28 · Anti-patternsThings we'd never do
Anti-patterns

If FileMayor won't,
FileMayor isn't.

NEVER
Upload user files to "improve recommendations."
Files stay on the machine. Forever. The moat is the rule.
NEVER
Use emoji in product or marketing copy.
The italic and the terra dot do that job. Emoji dilute both.
NEVER
Promise "AI-powered" anything without naming what it powers.
AI is an ingredient, not a feature. Name the verb it changed.
NEVER
Ship a feature without an undo.
No undo, no ship. The journal is part of the spec.
The brand is the engine is the product.28 / 29
● FileMayor.by Chevza BRAND BOOK · v1.0 · MAY 2026
Brand book · v1.0
Folders,
on command.
Questions, requests, contributions —
hloninchefu@gmail.com
© 2026 Lehlohonolo Goodwill Nchefu (Chevza) · Built in South Africa
v1.0 · 29 pages · CC BY 4.0 (this document)