A field manual for partners (agencies, freelancers, and media buyers) building campaigns and creative on Mato's behalf. Foundations, voice, claims, and the assets to use them with.
The mato wordmark is set in Instrument Serif, lowercase, paired with the organic coral blob to its left. The blob is hand-drawn, not a circle. Don't substitute a perfect disc for it.
Eight things never to do to the lockup. If you're not sure, fall back to the cream version.
Mato is a warm, editorial palette. Cream backgrounds carry most of the work. Ink anchors text and dramatic moments. Coral is reserved, never a fill across large areas. Use it for the logo, the italic emphasis word, and primary CTAs.
Cream and paper carry the page. Ink anchors. Coral and green are accents, under 10% combined.
Instrument Serif for display, DM Sans for everything functional, DM Mono for eyebrows and meta. The signature move: one word per headline italicised in serif and tinted coral. Never two.
Like a creative studio that happens to be powered by AI. Plainspoken but polished. Excitement is the target emotion. Never hype, never cold.
Open every conversation with why a podcast is the best marketing investment a business can make. Then Mato becomes the obvious answer to "how." Never start with features.
Real numbers in headlines (3×, 54%, 30 minutes, $3,500/mo). Verbs first, period-separated rhythm. "Publish. Everywhere. Rank. Everywhere."
The signature typographic move: per headline, one word in Instrument Serif italic + coral. The emphasis word does the work. Two italics in a row competes with itself.
Not in ad copy, captions, descriptions, alt text, comments. No unicode glyph icons either — no ✓ ★ ✕ →. Use a Lucide icon, a numbered marker, a word, or an illustration.
Periods as rhythm. Parentheses over em-dashes. No exclamation marks. Numbers as digits, currency as $3,500, stats as 3× (times sign, not "3x").
The stats below are pre-approved for ad copy, landing pages, and social. Always credit the source inline. Don't invent numbers, don't round up, don't repurpose Mato's customer-specific stats as category claims.
Prospects who've spent hours with your perspective in podcast form arrive to sales calls warmer.
Of regular podcast listeners say they've purchased a product after hearing it advertised on a podcast.
Podcasts have the highest completion rate of any marketing channel. Email 21%, blog 20%, video 12%.
Mato turns 30 minutes of expert input into a finished, distributed episode. No production team, no editing.
Average ROI for B2B businesses running a Mato podcast against traditional production economics.
The Business tier price point. Most popular. Includes live AI interviews, social clips, and unlimited publishing.
Always free, 48-hour turnaround, no commitment required. Don't substitute "Sign up", "Get started" or "Learn more" for the primary on Mato campaigns. Secondary CTA: "Explore shows" or "See how it works".
Photography is studio objects in natural light: microphones, mixers, headphones, hands on a console. For warmth, narrative, and empty-state moments, use the watercolor illustration library. Never an emoji, never stock-photo people-at-laptops.
Microphones, mixers, headphones, hands on a console. Warm, analog, magazine-spread feel. Imagery goes inside cards, never as full-bleed background.
Generic SaaS visual language. Smiling office workers in front of monitors. Anything that looks like a stock library. Mato is editorial.
Empty states, onboarding steps, feature cards, celebration moments. Sized 120–320px. Watercolor washes are the warmth.
The watercolor wash is the point. If you need a different mood, pick a different illustration. Never on coral. The illustrations are the coral.
Logos in PNG and SVG, the full color and type token CSS, and the canonical illustration set. Use these files as-is. Don't recreate them in Figma or rasterize SVGs to PNGs.
Logos (SVG + PNG, light + dark), the canonical blob shape, color & type tokens as CSS, the full 92-piece illustration set, and platform logomarks (Spotify, Apple Podcasts, iHeart).
