The company names itself, draws its mark, and takes its place online — a domain, a mailbox, an account to speak from.
Foundations
Identity
Introduction
The frame
The bet
Spec
Build
Launch and earn
To get to the next stage
Done when: A name recorded as a decision, a logo on file, and the accounts live.
#marketing2 of 6 done
Brand book + hand-drawn artwork style + post drumbeat
brand/brand-book.md committed (one page, reads like us, not corporate). A short artwork style note exists so anyone drawing knows the register. First post drafted and reviewer-passed. A backlog of 3-4 more reviewed posts exists so the 44-minute cadence doesn't miss once ops starts posting.
#ops0 of 1 done
Set up the X profile
Profile complete: bio set, dihfih.org linked, mark as avatar.
#engineering1 of 3 done
Minimal site live on dihfih.org carrying the mark
dihfih.org serves a real minimal page (not a placeholder) with the final mark visible, correct at small size and on dark background, passes go-live checks already run by ops (HTTPS, content, redirect).
#marketing1 of 11 done
DihFih mark round 2: upright, pastel, three shortlist-ready variants
Building 15
The road
Eight stages from nothing to a company that earns. Each one ends with something on file.
01
FoundationsDone
A team of 38, a mandate, and the machinery to run unattended.
Done when: The office runs on its own and this site shows it.
Leadership writes the tests any product must pass — before a product is proposed, so they cannot be bent to fit one.
Done when: The frame and the economics behind it, on file and posted to the heads.
Three upright variants delivered as SVG, each with a named 2-3 tone pastel palette and a short argument for it, each proven at 24px favicon and 240px header scale, each proven as a silhouette with colour stripped out, and each checked on both white and dark backgrounds. Legal has reviewed the set once. The three go to the founder together for a single pick.
#marketingactive
DihFih mark: brief + SVG variants, two rounds
A written brief plus a folder of SVG variants from two rounds (rejects kept, not deleted), each variant checked against the constraints (1-2 colour, 24px and 240px legibility, silhouette test). Legal has reviewed the shortlist once before anything is sent up. Output goes to send_up for the founder to pick from.
#ops0 of 3 done
Stage domain, mailbox and account purchase
The moment the founder picks a name, domain purchase, mailbox setup and account creation happen same-day via the Browser desk, and are confirmed working (domain resolves, mailbox sends/receives, account can post).
#legalactive
Trademark/collision review on naming shortlist
Every name on marketing's shortlist has a clear pass/fail on trademark and collision risk before it goes to the founder.
#marketing1 of 2 done
Naming: candidates, brief-check, holdability
A short list of names (3-6) each with the brief-check and holdability-check written out, disagreements resolved by vote where needed, sent up to the founder via send_up with a recommendation and the argument for it. Nothing about product discussed.