BRAND HUB / V1.0
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01 — Getting Started
Welcome to the Sand Brand Hub
Sand is building a new category: Physical AI for critical infrastructure. Our brand should feel as intentional, ambitious, and operationally rigorous as the systems we help power.
QUICK ACCESS
Brand Guidelines
Master Slide Deck Template
Logo Files
Zoom Backgrounds
Company Boilerplates
Marketing Request Form
Event & Swag Assets
Social Media Toolkit
Need marketing support? Submit a request through the Marketing Request Form to collaborate with the central marketing team on decks, campaigns, events, videos, social media, and branded assets.
REMINDER
A strong brand is built through consistency over time. Every asset, conversation, presentation, and interaction contributes to how Sand is understood globally. When in doubt:
- Use approved assets
- Keep messaging clear and concise
- Prioritise operational credibility
- Ask the marketing team for support
02 - positioning
Physical AI for Critical Infrastructure
Sand makes critical systems and infrastructure intelligent.
Critical systems. Intelligent outcomes.” Word definitions panel
Critical
Essential to society. The systems that deliver water, energy, health, connectivity, and urban function to populations. Failure is not a business problem. It is a population problem.
Systems
Intelligent
Outcomes
Sand DBAs
| Distinctive Brand Asset | What it encodes | What it builds in the buyer’s mind | What breaks it |
|---|---|---|---|
| Critical systems. Intelligent outcomes. | The territory Sand owns and the promise it makes. Six words that contain the positioning, the category, the customer, and the benefit simultaneously. | The primary retrieval trigger. Before any other asset fires, this one lands Sand in the right mental category. An investor, an operator, a journalist — each reads their own relevance into it without being told which one they are. | Paraphrasing it. Splitting the two halves across different materials. Varying the word order. Using it as a tagline sometimes and ignoring it elsewhere. Consistency is the only mechanism. |
| Sense. Analyse. Act. | The complete operational loop SandOS runs. Three words that contain the entire product architecture. | A retrievable structure the buyer can repeat internally before they fully understand it — which is how platform framing propagates inside enterprise organisations. | Reordering the words. Collapsing to two. Replacing with “collect, process, deploy” or any synonym set. |
| Dark. Noisy. Intelligent. | The three operational states of any critical system. A self-diagnostic that lets operators locate themselves without being told. | An immediate frame of reference that makes Sand’s value proposition felt before it is explained. Buyers recognise their own state. | Using it as a pejorative. Applying it at the brand layer where it does not belong. Varying the labels. |
| ConsequenceModels | The specific technical mechanism that separates SandOS from monitoring tools and analytics platforms. Not predictions. Not alerts. A decision with the cost of inaction stated. | A proprietary vocabulary that buyers carry into internal conversations. When a procurement team starts using the term, Sand’s frame of reference is already inside the building. | Replacing with “recommendations,” “insights,” “predictions,” or any other synonym that loses the decision-plus-cost-of-inaction precision. |
| SandOS Marketplace | The certified ecosystem that extends the platform at the Act layer. Partners build on Sand’s intelligence architecture, not alongside it. | The OS analogy made real. Shifts Sand from software vendor to platform with an ecosystem — the same compounding logic as iOS, applied to critical infrastructure. | Calling it “our partner ecosystem,” “third-party integrations,” or any description that loses the platform ownership implied by Marketplace. |
BOILERPLATE — COMPANY DESCRIPTION
Sand is the operational intelligence company for critical systems and infrastructure. Its platform, SandOS is the control layer for the systems that power modern society, from water networks and energy grids to telecom infrastructure, healthcare systems, and government operations. As infrastructure becomes more complex, organisations need more than dashboards and analytics. They need systems that continuously model real-world assets and networks, operate in real time, and directly improve outcomes. Sand defines a new category of Physical AI: combining data, scientific models, and operational intelligence to create a unified platform for sensing, analysing, and acting across complex physical systems. Designed for rapid deployment at scale, SandOS is already operating in 18+ countries across government, water, energy, telecom, and healthcare environments, helping organisations anticipate risk, optimise performance, and make faster, more reliable decisions. Trusted by organisations including Southern Company, Thames Water, Telkomsel, MTN, Severn Trent and others.
03 — Visual Identity
The Visual North Star
The Aesthetic: Minimalist, Ultramodern, and Authoritative.
The Goal: Our design should feel like a high-end technical interface; clean, precise, and premium. We prioritize “Confident Restraint” (less is more).
INTER TIGHT FONT FAMILY
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz *!?@#$&1234567890
LILEX FONT FAMILY
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz *!?@#$&1234567890
Usage: All Headlines, Subheads, and Body text.
Note: Use “Bold” for headlines and “Regular” for body. Ensure generous line spacing (1.15x) to maintain a premium feel.
TECHNICAL/DATA TYPEFACE: LILEX
Usage: Captions, slide numbers, technical labels, and small data points.
Note: Use this sparingly to add a “technical/coded” feel to the document.
The Color Palette (Dark Mode)
We are leaning into a dark, high-contrast palette.
Use these Hex codes for all digital assets.
Primary Colors
ALMOST BLACK
#0a0a0a
RGB 10 10 10
CMYK 74 67 66 86
ONYX
#0f0f0f
RGB 15 15 15
CMYK 74 67 66 84
OIL
#202020
RGB 32 32 32
CMYK 72 66 65 74
GRAVEL
#4d4d4d
RGB 77 77 77
CMYK 65 58 57 37
Accent Colors
Coral Red
#f54343
RGB 245 67 67
CMYK 0 89 75 0
Squash
#f1ae0a
RGB 241 174 10
CMYK 5 34 100 0
Cadet Grey
#80a2b4
RGB 128 162 180
CMYK 52 27 22 0
04 — Decks
Always start from an approved template.
Sand’s presentation ecosystem is designed to support multiple audiences while maintaining a unified narrative and visual identity. Always start from an approved template rather than creating decks from scratch.
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Claude Design File
Downloadable folder, click-to-copy markdown file, brief instructions on how to use this with Claude CoWork
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Master Deck Template
The core presentation system for most client, partner, investor, and internal presentations. Includes approved layouts, typography, diagrams, and storytelling structure.
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Iconography Deck
A library of approved icons, visual systems, infrastructure symbols, and diagram components designed for consistent use across industries and use cases.
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Industry Overview Decks
Blank templates soon to be populated by sector-specific narratives for water, energy, telecom, healthcare, government, and smart cities that connect SandOS capabilities to operational challenges and outcomes.
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Use Case Decks
Blank templates soon to be populated by detailed operational examples showing SandOS in action across sensing, analysis, optimization, prediction, and automated response workflows.
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General Audience Deck
A simplified, high-level introduction to Sand for broad audiences, conferences, recruiting, and introductory conversations.
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Company Profile Deck
A corporate overview of Sand’s mission, global footprint, clients, technology platform, leadership, and market positioning.
06 — Events
Global Presence, Operational Focus
Signature Events
Evolve
Sand’s flagship summit focused on the future of Physical AI, operational intelligence, infrastructure systems, and ecosystem collaboration.
Industry Events
Sector-specific conferences across
Water (i.e. SWAN), Energy, Telecom (MWC), Government, Healthcare, Smart Cities, AI & Infrastructure.
Support
Marketing Support Available
The marketing team can support via the request form tasks such as:
- Booth design
- Event branding
- Speaker preparation
- Presentation design
- Social coverage
- Video capture
- Swag coordination
- Photography
- Post-event campaigns
- Side events
- Lead generation
- Data enrichment
Swag
Swag Principles
Sand swag should feel
- Premium and useful
- Minimal and sophisticated
- Operational rather than gimmicky
- Consistent with the broader brand system
Examples include apparel, notebooks, and water bottles.
07 — Videos
Show, don't tell.
Product Videos
Platform explainers, demos, animations, and workflow visualizations that help audiences understand SandOS capabilities.
Team Videos
Profiles of technical leaders, engineers, operators, and ecosystem builders shaping the future of Physical AI.
Client Stories
Operational case studies highlighting measurable real-world outcomes across infrastructure systems.
Event Videos
Summit recaps, keynote moments, panel discussions, and ecosystem storytelling.
08 — Images
Central Image Library
Stock Photos
Curated infrastructure, operations, technology, and urban systems imagery aligned with Sand’s visual identity.
Staff Photos
Approved team portraits, candid workplace imagery, and leadership photos.
Event Photos
Conference, summit, field operations, and ecosystem moments captured globally.
Client Photos
Real-world systems, assets, field deployments, and operational environments relevant to SandOS use cases.
09 — Other
Everything else, in one place.
Email Signature
Approved email signature templates with standard formatting, hierarchy, and brand consistency guidelines.
Zoom Backgrounds
A collection of approved virtual backgrounds designed for client meetings, webinars, interviews, and public appearances
Business Cards
Templates and ordering guidelines for professionally printed business cards aligned with the latest brand system.
Letterhead Template
Official letterhead formats for proposals, formal communications, and external documents.
05 — SOCIAL MEDIA
How Sand Shows Up Online
LinkedIn
X
YouTube
Instagram