Sharp, quiet, self-assured. Never loud.
This manual is rendered by the design system it describes.
Supersedes the v1.0 playbook. Everything on this page is live: the surface moves, the meters run, the buttons are the production buttons.
AI customer service for Shopify operators. Repley answers in 0.4 seconds, in your voice, A to Z. One flat fee.
The promise that carries it everywhere: Recover revenue while you sleep.
The support treadmill: the 1 AM inbox, the VA that costs more every month and sleeps through the midnight sale, and “sorry for the inconvenience” sent to a customer holding a €500 order.
Repley is not team-workspace software. You buy the work itself: the AI does the replies at a fraction of the cost. Every competitor forces two options: pay for the dashboard and do the work yourself, or pay for the dashboard plus a meter on their AI. Repley is the third option. Never sell seats. Never say “helpdesk.” The console is a review surface.
Repley sends automatically and handles tickets A to Z. There is no routine human review. Only two kinds of cases escalate: legal questions and truly furious customers, plus the operator’s own thresholds and confidence floor as safety controls. Banned phrasings: “you review,” “draft-first,” “auto-send is opt-in.”
Sharp, quiet, self-assured. We talk the way one operator talks to another: direct, factual, without ornament. Numbers do the bragging.
| ✗ wrong | ✓ repley |
|---|---|
| “Our revolutionary AI-powered solution streamlines workflows” | “Repley answers in 0.4 seconds. A to Z. Done.” |
| “Leverage our comprehensive platform” | “73% of the tickets. Resolved automatically. While you slept.” |
| “Best-in-class support automation” | “One webhook. No plugins. Live in 15 minutes.” |
| “Empower your support team!” | “Nobody ‘works’ in Repley. The AI does the replies.” |
Six colors. One law: ink 80 · cream 15 · orange 5. Orange is a signal, not a decoration. Where it appears, something is alive.
The pulse. CTAs, accents, the one alive element per view.
The canvas. Primary background: warm, never pure #000.
The daylight room. Light sections only.
Gradient layers, the silk’s deep tones.
Secondary text on cream.
Tertiary text on ink.
Authority.
Weights 500 · 600. All headlines, the wordmark, numerals. ⚠ Renders as Inter Tight until licensed; the swap is one file.
Clarity.
Variable, 400–600. Copy, UI, buttons, navigation. Readable, neutral, trustworthy.
precision · 0.42s
Variable, 400–500. Eyebrows, timers, counters, logs, receipts, footnotes. Always tabular-nums when it ticks.
| step | size | weight | use |
|---|---|---|---|
| Display | clamp(2.875rem → 6.25rem) | 600 | Hero statements. Heroes may exceed via local poster scale. |
| H1 | clamp(2.375rem → 4rem) | 600 | Section statements. |
| H2 | clamp(1.75rem → 2.75rem) | 600 | Sub-sections. |
| H3 | clamp(1.25rem → 1.5rem) | 500–600 | Card titles. |
| Lead | clamp(1.0625rem → 1.25rem) | 400 | Intros, max 34em. |
| Body | 1rem | 400 | Copy, max 38em. |
| Small | 0.875rem | 400–500 | Support text, buttons. |
| Eyebrow | 0.75–0.8125rem | 400–500 | Mono labels. |
Letter-spacing −0.02em on display sizes (−0.03em at poster scale). Leading: 1.05 display · 1.12 headings · 1.6 body.
JetBrains Mono, uppercase, 0.22em tracking, orange brackets. The default section label.
Tracked uppercase with the breathing orange dot, used where the mono brackets would repeat.
The site’s skin, running behind this very page: the drape. A molten ribbon pouring down the right side in a slow S-curve. Satin bands and razor speculars run along the flow; deep ink lives between them. It breathes like honey. Nothing scrolls, nothing flickers.
A flat gray trace, one orange spike. The brand-essence diagram as a living element: it fires once per composition. Also the language of wires, rails, and timelines: thin lines that draw with intent, pulses that travel them.
A crisp orange line with a hot core riding a card’s border, a blurred halo behind it. 4.5s per lap, forever. Reserved for AI moments: the Repley model card, the 73% proof, the featured tier.
02:47 · while you sleep
The breathing orange dot + mono time. Marks anything happening overnight, on its own. Breath cycle: 2.4s.
An orange radial bleeding in from a corner: the standard way light enters a dark component. Never a full orange fill outside the featured card.
Soft-rounded warm charcoal. No hairline borders as decoration. Light lives inside the card: embers, rings, molten fills. Radius 24px (16px for inner media). Dark cards stay dark, even on cream.
Quiet charcoal (--bg-1), generous padding. Feature grids.
Corner glow, for cards carrying a number or a promise.
Thin warm gradient outline: the pricing-tier treatment.
Molten orange melting into ink. One per page, maximum.
One primary per screen, always the same words: Start free trial.
Calm and weighty, never bouncy. Motion is an argument, not a decoration: every animation demonstrates the thing its copy claims.
prefers-reduced-motion: finished stills, instant reveals. Always designed, never broken.| token | value | use |
|---|---|---|
| --ease-out | cubic-bezier(0.16, 1, 0.3, 1) | the house ease: calm, weighty, never bouncy |
| --dur-fast | 200ms | hovers, color shifts |
| --dur-med | 450ms | reveals, state changes |
| --dur-slow | 900ms | large choreography |
The structural frame: hairlines with corner nodes.
COPY.md is the single source of truth for every word on the site. When copy changes on the site, it changes there the same minute. Every metric is ⚠ until the founder approves it.
Process and skeletons may be reused; visual signatures are never copied, from anyone, including our own builder’s other brands. Match a reference’s geometry and intent, then build it native to Repley.
Approve on evidence, not promises: layouts on screenshots, motion on frame sequences, performance on measured FPS, claims on dated sources. Competitor numbers carry their fetch date and assumptions, printed.
Repley brand system v2.0 · July 2026 · supersedes the v1.0 playbook · maintained alongside the website. If this page and a new section disagree, one of them is wrong; decide, then update both.