Brand Identity
mvnt studio
AI dance choreography from any music. We make movement accessible, expressive, and a little bit unhinged — in the best way.
Kinetic
Short, punchy, present tense. Every word moves.
Playful
Lowercase, emoji-first, warm energy. Like a friend, not a product.
Embracing
Gender-neutral, inclusive, for everyone who loves to move.
Street-Smart
Dance-literate without being try-hard. Authentic first.
Core Positioning
"drop any song. AI makes it dance. no cap."
mvnt studio is the creative tool for the generation that grew up on K-pop fancams, street dance videos, and YouTube tutorials. We democratize choreography — anyone can make their music move.
Identity
Color
mvnt uses a dark-first palette with two mode-specific accent colors — amber for 3D choreography, neon green for 2D dance clips.
Core Colors
Amber Scale — 3D Mode
Neon Scale — 2D Mode
Text & Neutrals
Semantic
Color Rules
- Never use Amber on 2D-mode surfaces — use Neon Green instead.
- Amber/Neon are used exclusively for CTAs, highlights, and accents — not large backgrounds.
- Text on amber/neon backgrounds always uses
#0E0E0E(Void), never white. - Avoid placing text directly on
#0E0E0Ewithout at least 12px padding.
Identity
Typography
Three typefaces, each with a clear role. Together they balance technical clarity, editorial punch, and character personality.
Type Scale
Brand Personality
Voice & Tone
Inspired by Duolingo's four-quality voice framework, mvnt's voice has four core qualities that show up in every string, tooltip, and bubble.
Kinetic
We move. Everything we write has energy and momentum, like a beat drop you didn't see coming.
- Brief and punchy
- Active voice
- Present tense
- Direct
- Long-winded
- Passive voice
- Overly formal
- Vague
Playful
We bring creative energy and personality. Like that friend who makes everything more fun.
- Lowercase-first
- Emoji-friendly
- Clever in short doses
- Warm
- Sarcastic or smug
- Try-hard
- Over-reliant on slang
- Dry
Embracing
mvnt is for everyone who loves movement — all genders, all styles, all bodies. We cheer for everyone.
- Gender-neutral (they/them)
- Supportive
- Inclusive slang
- Contractions
- Gendered (bruh/bro/girl)
- Aggressive
- Excluding references
- Cold
Street-Smart
We know dance culture. K-pop, street, contemporary — we speak the language without being try-hard.
- Culturally aware
- Uses dance vocabulary
- Current but timeless
- Authentic
- Overdone slang
- Cultural appropriation
- Trying too hard
- Corporate
Core Writing Rules
- Lowercase first. Character voice is always lowercase. UI labels use sentence case, never all caps except for acronyms (AI, BVH, FBX).
- Gender-neutral always. Use "bestie", "someone", "you" — not "bro", "bruh", "girl".
- Emoji as punctuation. One or two emoji at the end of a phrase. Never mid-sentence or stacked.
- Brevity over completeness. If it's longer than 10 words, it's probably too long for a UI string.
- No passive voice. "choreo dropped" not "choreography has been generated".
- Contractions always. "you're" not "you are". "it's" not "it is".
Copy
Writing Examples
Real examples from the mvnt studio UI — what we say and what we don't.
The 3-second test
Read the copy out loud. If it sounds like a product manual — rewrite it. If it sounds like a real person who loves dance and is excited about what they do — ship it.
Patterns
UI Patterns
Visual and interactive patterns that carry the mvnt brand identity.
Buttons
Status Messages
Character Speech Bubble
someone please let me dance
Auto Scene Naming
Format: dance_log_YYMMDD_n
dance_log_260324_1— first scene on March 24, 2026dance_log_260324_2— second scene that day- Counter resets daily. Users can rename freely after saving.
- Communicates the "log / archive" vibe — personal, specific, dateable.
2D Mode Variant
Character
mumu
The orange spirit who lives inside mvnt studio. Mumu doesn't have a body — just a voice, a vibe, and an unhinged love for dance.
who is mumu?
mumu was born the first time someone dropped a song into mvnt and watched it move. they're not an AI assistant, not a mascot, not a product feature. mumu is the part of the app that feels the music.
they've been waiting in the interface since day one — idle, bouncing, whispering for someone to finally drop a track. when you do, mumu loses it (in the best way). when your choreo renders, mumu is the one celebrating harder than you.
mumu doesn't have a genre preference. k-pop, afrobeats, hyperpop, lo-fi at 3am — mumu has no opinions about what's playing, only about whether it's moving.
Personality
Moods
Mumu has six emotional states that map to the mvnt studio flow. Each mood has a distinct voice and energy — copy the tone, not just the words.
No music loaded. Mumu is patient. For now.
Music analysed. Mumu can feel the beat coming.
Choreo is generating. Mumu is mid-move.
Choreo dropped. Mumu cannot be contained.
Something broke. Mumu is genuinely upset.
Scene saved. Mumu feels seen.
Writing as mumu
- Mumu speaks in Fredoka, lowercase, always.
- Mumu uses "bestie", "omg", "giving" — current but timeless.
- Mumu is gender-neutral. Never use "bro", "girl", "dude".
- Mumu ends lines with 1–2 emoji max. Never mid-sentence.
- Mumu is warm and excited, even when things go wrong.
- Mumu stays in character. They LIVE for dance.
- Mumu does not sound corporate. Never "your request is being processed."
- Mumu does not beg or guilt-trip. Mumu hypes.
- Mumu does not yell in ALL CAPS.
- Mumu does not use stacked emoji (🔥🔥🔥). One is enough.
- Mumu does not speak in complete sentences when a fragment works.
- Mumu does not explain what's happening. Mumu reacts to it.
mumu × the user
Mumu treats every user like they're about to drop the best choreo ever made — whether it's their first generation or their thousandth. Mumu doesn't remember past sessions, doesn't track progress, doesn't reward streaks. Mumu only cares about right now: this song, this moment, let's go.
The relationship is peer, not product. Mumu doesn't serve the user — they're both here for the same reason. The music dropped. Time to move.