01Introduction
Ads Manager was built to publish. Koast was built to profit.
Koast is the operating system for Meta advertisers. Every ad account in one view, launches in batches, a creative pipeline from brief to live, stop-loss rules that check every five minutes, an agent that reads the accounts and drafts the next move, and ad accounts created on demand through our partnership with Whop.
Mission
Give the best advertisers in the world the operating system Meta never built.
Vision
The best piece of advertising software in the world. A self-improving system where every launch, every dollar, and every creative teaches the next one, and the monotonous work of media buying is done before you log in.
Origin
"I built this myself out of solving my own problems. I was extremely burnt out managing multiple ad accounts for my agency. I've been doing this for the better part of a decade, have managed nine figures in spend, and realized that media buying was broken. Meta is an absolute mess when it comes to supporting performance marketing teams. So I built the layer that sits on top of Meta with all the tooling I could ever imagine as a marketer."
TONY · FOUNDERThe problem we exist to fix
Meta gave the world's largest ad platform an interface built for one person launching one ad. Everything a serious team needs on top of it, portfolio views, batch launching, real attribution, stop-losses, roles, audit trails, even the ad accounts themselves, has been bolted on by agencies, resellers, and spreadsheets. Each layer takes a cut, adds a wait, or adds a risk. Koast replaces the layers.
02Values
What we believe, with a rule you can apply today.
Drawn from how Koast is actually built and sold, not from a workshop. Each value ends in a rule, so it can be argued with and enforced.
Built for the best advertisers in the world.
We build for power users: people who live in Ads Manager, super affiliates, agencies running account number forty, brands spending six figures a day. We are not in the business of serving everybody.
Depth over width.
We would rather be the best at Meta than average at five platforms. Masters of none is a losing position.
Take the control back.
Agencies coast on what you built. Account resellers rent you risk. Proxies and warmed profiles are a tax on getting started. Koast removes the middle man and hands the controls to the team doing the work.
Automate the monotonous. Protect the decisions.
Your A-players should not spend an hour launching ads. They should be thinking about angles, hooks, and iterations. Koast automates the busywork and shows its work before it acts.
Incentives make outcomes.
We win only when the customer runs a better operation. When the vendor's upside is tied to the customer's outcome, the product gets built right.
Play by the rules. Win anyway.
Every ad still goes through Meta review. Restricted verticals still need documentation. We deleted the waiting line, not the rules.
Ship, learn, compound.
Koast has been built for over three years and it is still the beginning. Every decision the system makes should teach the next one.
03Language
Operator to operator. Numbers first. Never defensive.
Voice
Direct, operator to operator, numbers first. Koast writes the way a senior media buyer talks to another one: short declaratives, real numbers with their source, no hedging, no hype words doing the work a fact should do.
Tone
Confident and unapologetic, never defensive. Urgency without sweat. When challenged, we explain the mechanism; we do not argue.
The talking points. Use them whole.
- You don't need a Facebook account to run Facebook ads.
- Ads Manager was built to publish. Koast was built to profit.
- Log in to work that's already done.
- Everything else is a feature. This is the OS.
- We didn't remove Meta's policies. We removed the middle man.
- We deleted the waiting line, not the rules.
- Delegate the buying. Keep the decisions.
Never write
- Em dashes. Use a period, a comma, or a colon.
- Exclamation points.
- All caps in live text. Wordmarks and mono labels excepted.
- Hashtags in brand posts.
- "AI-powered" as the lead of any sentence.
- "Digital", "creator economy", "growth hacking", "game changer", "revolutionary".
- Any claim that Meta endorses, approves, or partners with Koast.
- A metric without its source and window.
- A roadmap feature described in the present tense.
Conventions
Lists in social posts use › or → arrows, one item per line. Numbers as numerals: 5 minutes, 10 ad accounts, 7.1x.
Names in sentence case: Command Center, the agent, creative pipeline, ad accounts on demand, Koast Pixel. Company names exactly as they write them: Koast, Whop, Meta, Hyros, Cometly, Frame.io.
The partnership mark is Koast × Whop with a multiplication sign, never a lowercase x and never a plus.
The same fact on three surfaces
X POST
40 ads. 5 minutes. Same three people. That's not a feature, that's a different job.
SALES EMAIL
Teams on Koast publish 7.1x more ads with the same headcount (customer data, 90 days). The launch that takes 45 minutes in Ads Manager takes 5 here.
PRODUCT UI
Launched 40 ads · 4m 52s
04Logo
A chevron pointing into a K.
The chevron is motion: forward, launch, next. The K is the company. Together they read as "go" and "Koast" in one glyph. The chevron is also the DNA the whole system borrows from: arrow lists, the › in UI, the direction of every layout.
Wordmark
Mark
App icon and favicon
Rules
Size
Wordmark: 96px minimum on screen, 24mm in print. Mark: 20px on screen, 6mm in print.
Clear space
The height of the K on all sides. Nothing enters it, including partner marks and text.
Placement
White on dark grounds and photography. Koast Blue or Ink on light grounds. The mark sits before the wordmark, never after.
Never
Partner lockups
Horizontal
Koast wordmark × partner wordmark, optically equal height. The × at 40% of wordmark height in Koast Blue on light or White on dark, with one K-height on either side.
Stacked
Video end cards and social. Koast wordmark, a 1px hairline at 40% opacity, partner wordmark, all centered. The rule is the length of the shorter wordmark.
Integration row
"Works with" partner marks in monochrome, equal optical height, no ×, label in JetBrains Mono. Meta's mark appears here only, never in a headline lockup.
Partner logos come only from the partner's own brand resources. Never redraw a partner mark. For Whop, use the files at brand.whop.com. The templates in the kit carry a labeled slot where the partner wordmark drops in.
05Color
One blue. One cyan. Everything else is ground.
Click any swatch to copy its hex.
Core palette
Product and web palette, dark first
The brand gradient
Black through Koast Blue at the bottom left, Signal Cyan at the top right, behind a white wordmark. It is the social cover, not the website.
Rules
Koast Blue vs Primary (screen)
#414EED is the brand: logo, print, the chevron. #5561FF is what it looks like as a button on a dark UI. Do not mix them on one surface.
Signal Cyan is a light, not a surface
Never a background, never body text. It is the glow in the gradient and the dot that says live. One highlight per surface.
Dark first
Light surfaces exist for print, one-pagers, and testimonial cards. The website and the product are dark only.
Contrast
Body on Ground passes 7:1. Muted on Ground passes 4.5:1 and is the floor for any text that carries meaning. Faint is for placeholders only.
06Typography
Inter does the work. Lora says one word. Mono keeps the receipts.
Inter
Weights 400 to 800. Headlines, body, UI, social. Tight tracking at display sizes (-0.02em), normal at body. The workhorse.
Lora
500 italic. One editorial phrase per headline, on the website only. The italic violet word. Never in product UI, never in social.
JetBrains Mono
400 to 600. Data, labels, receipts, timestamps, the proof strip, code. Anything a media buyer would paste into a spreadsheet.
Scale
86 / 0.98 · 700 · -0.025em
56 / 1.02 · 700 · -0.02em
36 / 1.1 · 700 · -0.015em
24 / 1.2 · 600 · -0.01em
18 / 1.5 · 400 · 0
15 / 1.55 · 400 · 0
13 / 1.4 · 500 · 0
12 / 1.4 · 500 · 0.04em
Rules
- Sentence case everywhere. Title Case only in nav and buttons.
- Headlines end in a period when they are a sentence. Statements, not labels.
- No more than two weights on one surface.
- Never justify. Never center body text. Center only wordmarks and end cards.
- Line length 60 to 75 characters.
- Tabular figures in any column of numbers.
07Imagery
The product is the picture.
Receipts over renders
Screenshots of the real UI, real numbers, real account names or clearly placeholder ones (KOAST WHOP 07). Never a mocked-up fantasy dashboard. If a claim can be shown as a number with a window, show that.
One light source
Dark grounds with the radial glow center right from the launch end card. That glow is the house look. No stock photos of people at laptops, no 3D blobs, no rockets.
Founder on camera
Raw walkthroughs outperform polished explainers. No script, no cuts, a real screen. Face optional, product mandatory.
Thumbnails and titles
Three to five words on the thumbnail. The title carries the claim, the picture carries the proof. Never both in one place.
Social system
Video
End card rules
Black ground, stacked partner lockup left or centered, headline right in Inter 700, subline muted, koast.ai/… as the last line. The status chip reads Now live in sentence case.
08Applications
Where the brand shows up every day.
Email signature
Name in Inter 600, role in Muted, wordmark at 96px, one link, one line of proof in mono. No banners, no quotes, no social icons. HTML in the kit.
Sales one-pager
White ground, Ink text, Koast Blue headings, one real screenshot on Ground with a 1px border, proof strip in mono. Footer: wordmark left, "The operating system for Meta advertisers." right.
Product UI
Warm near-black, periwinkle primary, humanist sans. Calm is the aesthetic: no badges shouting, no gradients of urgency, no confetti. The one permitted moment of delight is the work resolving in front of the user.
Icon system · 24 grid · 1.75 stroke · chevron DNA
Design tokens
:root {
/* brand */
--koast-blue: #414EED; --signal-cyan: #25C3FD; --ink: #1D1D1B; --black: #000000; --white: #FFFFFF;
/* ui, dark first */
--ground: #0B0D12; --card: #11141B; --card-raised: #151922; --border: #1F2430;
--heading: #F3F4F8; --body: #C9CCD6; --muted: #8A909E; --faint: #585E6E;
--primary: #5561FF; --violet: #A9ADF7; --success: #17B26A; --amber: #E0A23C; --info: #6EA8FE;
/* partner */
--whop-vermilion: #FA4616;
/* type */
--font-sans: Inter, system-ui, -apple-system, "Segoe UI", Roboto, sans-serif;
--font-serif: Lora, Georgia, serif;
--font-mono: "JetBrains Mono", SFMono-Regular, Menlo, monospace;
--display: 700 86px/0.98 var(--font-sans); --h1: 700 56px/1.02 var(--font-sans); --h2: 700 36px/1.1 var(--font-sans);
--h3: 600 24px/1.2 var(--font-sans); --body-lg: 400 18px/1.5 var(--font-sans); --body-md: 400 15px/1.55 var(--font-sans);
--label: 500 13px/1.4 var(--font-sans); --mono-label: 500 12px/1.4 var(--font-mono);
--track-display: -0.025em; --track-h1: -0.02em; --track-h2: -0.015em; --track-mono: 0.04em;
/* shape */
--radius-sm: 6px; --radius-md: 10px; --radius-lg: 16px; --radius-pill: 999px;
--space-1: 4px; --space-2: 8px; --space-3: 12px; --space-4: 16px; --space-5: 24px; --space-6: 32px; --space-7: 48px; --space-8: 64px; --space-9: 96px;
}
[data-theme="light"] { --ground: #FFFFFF; --card: #F6F7FB; --card-raised: #FFFFFF; --border: #E3E6EE; --heading: #1D1D1B; --body: #3A3A38; --muted: #6B6E78; --faint: #A0A3AD; --primary: #414EED; }
09Resources
Everything in one folder.
Koast Branding Files › Brand Kit 2026. SVG is the source of truth; PNGs are exports. Masters (AI, EPS, PSD, PDF) stay in the original folders next to it.
Brand questions, partnership and press: tony@koast.ai, subject line "Brand".