Making your own static ads or designed posts? This page is the standard: color, type, logo, layout and the words.
The one-line brief: elite sport meets old-world luxury. Confident, calm, precise. Never clinical, never loud, never try-hard.
Color
Five colors, and there is no sixth. Tints are fine.
Warm White · #F9F6F2 · Backgrounds
Linen · #E4E1DC · Panels and image areas
Dark Espresso · #332522 · Type, or the dark background
Warm Umber · #514441 · Secondary type
Dusty Teal · #89A1A3 · Accents only
- Pick one background: Warm White or Dark Espresso. Never both in one piece, never pure white or pure black.
- Ink in Espresso, with Warm Umber for secondary lines.
- Teal is seasoning: a hairline, a small mark. Never a background, a headline, or text on Warm White.
Type
Ra Optics · Sunset Lenses
Made for the hours after dark.
Sunset filters the light that tells your brain it's still daytime, so your evening can feel like evening.
Shop Sunset →
- Perfectly Nineties for headlines. Italic for the turn. Never all caps.
- Apple Garamond for body copy.
- Switzer Medium, all caps, as an accent: kickers and calls to action.
- A ratio, not fixed sizes: headline 100 · body 36 · call to action 24.
- No fonts on hand? The card above uses free stand-ins: Instrument Serif, EB Garamond and Inter.
Logo
- Primary logo by default. The secondary where the primary would be illegible, or where it suits the layout better. The icon is for social avatars, products and packaging.
- Use the files as supplied. Never recolor, stretch, outline, or add effects or shadows. Never add ® to the wordmark.
- In a static, the logo sits bottom right, opposite the call to action, at about a tenth of the canvas height.
Layout
Six zones, top to bottom. One dominant element per frame, and text under a fifth of the canvas.
- Kicker, in small spaced capitals
- Headline, two to four lines
- The hero: product or photo
- A teal hairline, about a third of the width
- One body sentence
- Call to action on the left, logo on the right
- Over photos, set type on a soft Dark Espresso gradient, never a flat box.
- Leave room: about 64 px of margin on a 4:5 post, 96 px on a story.
- The offer never opens the ad. It sits in a band in the lower third.
The look
Warm, never cold or clinical. Grain and film warmth, real people, candid moments.
- Product shots on Warm White or Dark Espresso, never studio white.
- Showing the tints? Same scene, same angle, each lens.
- Never: neon-red "biohacker rave" grading, glows or digital gradients, cluttered comparison grids, lab aesthetics, or memes with the logo on them.
Product photos → Lifestyle imagery → Photographed in Ra → Customer reviews →
The words
- Say it our way. Circadian eyewear or functional eyewear, never "blue light blocking glasses." Filtering, never blocking. Well-being, never health.
- Name the lenses right. Daylight, Sunset and BlueSync, always capitalized. Frames read Style then Lens: "Maxwell Sunset," never "Maxwell in Sunset."
- No numbers in the frame. No percentages, CRI, Kelvin or lumens. Say what it does, not what it measures.
- Supports, designed to, helps promote. Never cure, treat, prevent, heal or reverse. Never a named condition, "clinically proven" or "studies show."
- Lead with the positive. Identity and aspiration first, never sickness or fear. "Harmful blue light," "digital damage," "protect your eyes," "99.9%" and "health-enhancing" are retired for good.
- Never name another brand. Reframe to what makes Ra unique.
- Disclose. If you earn from it, the post says so, per the Content Guidelines.
What makes a static work
One message per frame. One proof in the headline: a result, a reason, a feeling, never the price. The product legible at thumbnail size.
Made something strong? Send it through Trybe, or to partners@raoptics.com. The best creator statics get paid amplification.
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