The Prism

Brand book — the system behind conversion intelligence for Amazon & Shopify. How we look, sound, and think.
Brand Book · v2.0ListingFi2026listingfi.io
A glass prism refracting a beam of light into a full spectrum
01 — The idea
Our name is our metaphor

A listing is raw light.
We refract it.

White light looks like one thing until it hits a prism — then it splits into the spectrum that was always there. A great listing is the same. It looks like "good design," but inside it is a spectrum of decisions: hierarchy, focal point, buyer psychology, proof, objection-handling. ListingFi is the prism that splits any listing into that spectrum — so you can see exactly why it wins, and rebuild the one that beats it.

02 — Positioning

Conversion intelligence.

We used to say "design intelligence." We're sharpening it. Design is the mechanism; conversion is the outcome our customers are actually buying. The category we own is conversion intelligence for Amazon & Shopify — grounded in evidence, not taste.

Positioning statement

For Amazon & Shopify brands who live and die by the click, ListingFi is the conversion-intelligence platform that reverse-engineers why the best listings win — then hands you the exact creative blueprint to beat them.

Category

Conversion intelligence

Not a keyword tool. Not an image generator. The layer that measures and engineers the creative that converts.

Wedge

Amazon × Shopify

One engine for both storefronts — the marketplace listing and the DTC store page.

Proof

Grounded, not guessed

Every call traces to real evidence: competitor teardowns, buyer reviews, and a library of what actually wins.

03 — The frame

Everyone else guesses
or ignores the creative.

Keyword tools

Ignore the creative

Helium 10, Data Dive & co. get you the click. They say nothing about whether the page earns the buy.

AI generators

Guess the creative

Generic image tools invent something pretty with no idea what converts in your category.

ListingFi

Measures & engineers it

Scores the design, decodes the buyer, and specs the win — grounded in what actually converts.

04 — Voice & tone

The analyst who's
also a great designer.

Precise, confident, evidence-obsessed — never vague, never hype. We talk about outcomes and proof, and we make sharp design feel inevitable rather than subjective.

We are

  • Evidence-led — every claim has a number or a source behind it
  • Sharp and plain-spoken — short sentences, strong verbs
  • Confident, not boastful — we let the proof do the flexing
  • Designer-literate — we name real design moves, not "vibes"

We are not

  • Hypey or emoji-stuffed growth-bro energy
  • Vague — "beautiful", "stunning", "next-gen" with no proof
  • Jargon for its own sake — intelligence you can't act on
  • Precious about taste — we replace opinion with evidence
05 — Logo

One wordmark. The Fi always carries the acid.

Archivo at maximum expansion, all caps, tight tracking. "FI" sits in an acid chip — the one fixed brand signal. Never restyle the chip; never split the wordmark.

LISTINGFI
LISTINGFI
LISTINGFI
06 — Colour

Ink & paper. Acid to signal.
Spectrum to refract.

The base is warm and editorial — near-black ink on warm paper. Acid is the single highlight that means "the win." The spectrum is the brand's soul, used sparingly as a rule, a gradient, or refracted light — never as flat fills.

Core
Ink
#131210
Text, ink surfaces
Paper
#FBFAF7
Primary background
Warm
#F4F2EC
Alt sections, cards
Acid
#DCFF4A
The highlight / the win
Spectrum — refracted accents (sparing)
Coral
#FF6B4A
Warm end / alerts
Cyan-green
#3FB6A0
Positive / growth
Cobalt
#3457E6
Links, trust, focus
Lilac
#C7B8E6
Psychology / soft accent
The signature — spectrum rule
07 — Typography

Expanded display. Humanist body.
Monospace for data.

Display — Archivo Expanded 800, uppercase
See why it wins
Body — Hanken Grotesk
Conversion intelligence for Amazon & Shopify brands — grounded in what actually converts.
Mono — JetBrains Mono, for labels, data & eyebrows
DESIGN SCORE · 0–100 · 8 DIMENSIONS
08 — Imagery

Real glass. Real light.
Refraction over decoration.

Photography leads with prisms, refracted spectra and premium product shots on warm paper — editorial, matte, generous negative space. Light is the recurring subject; the spectrum appears as physics, never as a sticker.

Glass prism refracting lightHero · the prism
Amber product bottle crossed by a beam of prismatic lightProduct · light streak
Refracted spectrum through the edge of glassTexture · refraction
Holographic spectrum textureTexture · holographic
09 — Messaging

How we say it.

Primary lineSee why it wins. Build what beats it.
Category lineConversion intelligence for Amazon & Shopify.
Metaphor lineRefract any listing into the full spectrum of why it converts.
Proof lineGrounded in what actually converts — not guessed.
Boilerplate

ListingFi is conversion intelligence for Amazon & Shopify brands. Paste any listing or store page — yours or a competitor's — and our Prism engine scores the design across eight dimensions, decodes the buyer from real reviews, audits what's costing the click, and hands you a build-ready creative brief to ship the version that wins. See why it wins. Build what beats it.
10 — Principles

Do

  • Keep it light, warm and editorial — paper, ink, air
  • Use acid as the one highlight — the win, the CTA
  • Let the spectrum appear as real refracted light
  • Lead with evidence — numbers, scores, sources

Don't

  • Go dark, cinematic or HUD — that's not us
  • Flood surfaces with rainbow fills or gradients
  • Restyle the "FI" chip or split the wordmark
  • Claim "beautiful" or "stunning" without proof