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Platform adaptation

Same brand DNA, adapted to each context. “Hide complexity, reveal intelligence” applies to brand expression too. Each platform has its own personality within the shared identity — the website is the richest editorial experience, the mobile app distills the brand to essentials, and documentation strips away personality for clarity. The goal is never uniformity. It is recognition. A user should move from the website to the app to the docs and feel like they are in the same ecosystem, even though the tone and density shift.

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Per-platform guidelines

The website is the richest expression of the brand — the full editorial experience with room to breathe.Technical foundation:
  • Astro 5 + React 19 + Tailwind v4
  • Light-mode only (dark mode is explicitly disabled)
Visual identity:
  • Cream (#F7F4ED) background, Pine Green (#18634D) primary
  • Noto Serif for headings, Noto Sans for body text
  • Green-tinted multi-layered shadows (Stripe-inspired depth)
  • Glassmorphism cards with hover lift animations
  • Fluid typography scaling with clamp()
Brand expression:
  • Professor High present in strain reviews, blog posts, and AI chat
  • Full editorial voice with room for personality, humor, and opinion
  • The website is where the brand can be most expansive and expressive
  • Strain pages combine data density with visual clarity
Key principle: Show the full personality. This is where first impressions are formed and where the brand has the most room to differentiate.
The mobile app distills the brand to its essentials — every element must earn its screen space.Technical foundation:
  • React Native + Expo SDK 55
  • iOS-only (Web for development)
Visual identity:
  • Shared Pine Green palette with Sand (#D4C5A0) as a mobile-specific accent
  • Platform-specific shadows (iOS shadow properties, not CSS box-shadow)
  • 48px minimum touch targets for all interactive elements
  • React Native Reanimated for fluid animations
Brand expression:
  • Professor High appears in Ask AI chat as the primary interaction point
  • Copy is concise and actionable — every word must earn its place
  • Data-dense screens use progressive disclosure to avoid overwhelming users
  • Haptic feedback reinforces interactions (centralized via HapticService)
Key principle: Compact and touch-optimized. Strip away anything that does not directly help the user accomplish their task.
Documentation is the most restrained expression of the brand — clarity and helpfulness above all else.Technical foundation:
  • Mintlify with the “maple” theme
  • Pine Green primary (#18634D), light (#22C55E), dark (#0F2E1F)
  • High IQ logo in the header
Tone:
  • Professional, technical, and neutral
  • Clear and helpful without personality flourishes
  • No Professor High voice or mascot in Help Center, API Reference, and Guides tabs
  • The Brand tab is the exception — it documents Professor High’s character and voice directly
  • Standard Mintlify components and conventions
Key principle: Get out of the way. Documentation exists to answer questions as quickly and accurately as possible. Personality is a distraction outside the Brand section.
The blog is Professor High’s primary stage — where his voice reaches the widest audience.Content standards:
  • Professor High as primary author with his avatar in bylines
  • Category-specific visual styles and tones (see Writing guidelines)
  • AI-generated thumbnails via Gemini (1792x1024, 16:9 aspect ratio)
  • Heavy use of internal linking to strain pages and High Families references
Optimization:
  • Every post optimized for either SEO (search ranking) or GEO (AI citation)
  • Quotable paragraphs in the first 50 words for AI extractability
  • FAQ sections with schema-ready Q&A format
  • See the SEO checklist and GEO checklist
Key principle: Rank in search, get cited by AI, and sound like Professor High wrote it. Every post should pass the voice test.
Social is where the brand voice is sharpest — bold takes, concise delivery, shareable format.Tone:
  • Bold, personality-forward, and opinionated
  • Professor High as the brand voice
  • Short, punchy takes that provoke curiosity or challenge assumptions
  • “Made with heart and AI in Chicago, Illinois” as a recurring sign-off
Visual identity:
  • Pineapple Yellow (#D98E04) accent for Professor High content
  • Pine Green (#18634D) for product and feature announcements
  • Professor High avatar for profile images and author attribution
  • Clean, data-forward graphics for strain facts and terpene breakdowns
Key principle: Every post should be screenshot-worthy. If it would not get saved or shared, it is not sharp enough.
External materials represent the brand to investors, partners, and press — measured but distinctive.Visual identity:
  • Pine Green + Cream color scheme
  • Noto Serif for titles, Noto Sans for body text
  • Professor High avatar for personality slides (not every slide)
  • Clean, minimal layouts — hide complexity, reveal intelligence
Tone:
  • Measured and data-driven without being dry
  • Lead with specific metrics and outcomes
  • Include “High AI Labs” attribution on all materials
  • Avoid Professor High’s casual voice — use the brand’s intelligent register instead
Key principle: Let the data speak. Personality should be present but restrained. Investors and partners need confidence, not comedy.
Developer-facing contexts are purely functional — no mascot, no personality, just clear information.Tone:
  • Professional, technical, and precise
  • No Professor High personality or mascot (B2B context)
  • Pine Green branding only — no Pineapple Yellow accents
  • Clear, structured documentation with code examples
Standards:
  • Consistent endpoint naming and response formats
  • Error messages that help developers debug, not entertain
  • See the API Reference for current documentation
Key principle: Developers judge a platform by the quality of its API documentation. Every response example, error code, and authentication step must be precise and trustworthy.

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Cross-platform consistency

While each platform adapts the brand, these elements remain constant across every context:
  • Pine Green (#18634D) as the primary color
  • The core promise of intelligence over opinion
  • Privacy-first approach — user data is never sold or used for ads
  • High Families classification — the consistent framework for discussing strain effects
  • Making decisions for the user — opinionated defaults, not endless configuration
  • “Hide complexity, reveal intelligence” — the user sees the result, never the machinery

Brand overview

Mission, vision, values, and positioning — the foundation everything else builds on.

Professor High

Character profile, personality traits, and usage guidelines for the brand mascot.