04 / Mapu brand system
Brand principles
Six rules that settle arguments. Each one is written so it can be applied to a specific design or copy decision, and each carries the trade-off it implies.
The six
Applied in this order when two principles conflict.
01
Calm before urgency
Nothing in Mapu is designed to make a family act faster than they need to. Notifications are scheduled, not triggered by anxiety.
Test — If a screen would raise a pulse rate, it is wrong.
02
Structure without control
The system holds the shape of an agreement. It never holds power over a person. Enforcement is a family matter, not a feature.
Test — Would a teenager install this themselves?
03
Progress without pressure
Progress is shown as direction of travel over months, never as a score, a streak, or a comparison with anyone else.
Test — Nothing that punishes a missed day.
04
Transparency builds trust
Both people see the same record at the same time. There is no hidden view and no silent logging.
Test — Could this be read aloud at the kitchen table?
05
Autonomy is the outcome
Every agreement has a defined next stage. The direction is always toward the young person holding it alone.
Test — Where does this item go when it is ready to leave?
06
Family is a shared project
Parents make commitments too, and are held to them in the same words and the same view.
Test — Does the parent appear as a participant, not an administrator?