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LarGrr · Brand Field Notes Style Tile · v1.0 · Reclaim Big San Francisco · After Hours

LarGrr

reclaim big · san francisco big-guy nightlife
Candid community group portrait by Felix Xie
© Felix Xie · the community, as it actually is. The first impression is the thesis

What's worth leaving the house for tonight.
One fresh place, built by someone the scene trusts.

See tonight/ Follow your venues/ Post your night/ For venues & gig workers
§ 01 · The Idea
LarGrr · brand field notes · v1
Section 1 / 5

A big guy's answer to
"what's on tonight."

Discovery today is a scavenger hunt across six venue Instagrams, a couple of promoter accounts, Eventbrite, and a group chat. By the time you've pieced it together, you've stayed home.

LarGrr collapses it to one glance: what's on, who's there, and whether it's for you, kept fresh, shot through the eye of a photographer the scene already trusts.

Big nights, in one place. For the people who were actually there. LarGrr · working line
Aerial performance under violet stage light, by Felix Xie
© Felix Xie · the night, in his light: violet + warm bulb, the palette source
§ 02 · The Brand System
Palette · Type · Mark · Register
Section 2 / 5
Core palette · 6, derived from Felix's photography
Night
#171010
Primary ground
Card
#251A13
Raised surfaces
Cream
#F4ECE0
Primary text
Mute
#9D8D7D
Captions, meta
Primary
#E36200
Primary accent · flame
Stage Violet
#BB61A4
Secondary · nightlife
Extended palette · 5 accents, pulled straight from the imagery
Gold
#F3C354
Highlight · bulbs
Bulb
#FBE9C8
Warm white glow
Oxblood
#8A382C
Leather · depth
Sage
#9AA06A
Daylight · social
Denim
#5D7C98
Cool counter-tone
Pitch
#0D0A08
Outer / shadow
Contrast · WCAG AA · #E36200 verified on dark; darker sibling for light surfaces
On night
5.38:1 · AA
#E36200 text on #171010
On card
4.87:1 · AA
#E36200 text on #251A13
Button text
5.15:1 · AA
#231307 on #E36200
On-light
4.99:1 · AA
#A84800 text on cream

White on #E36200 is only 3.49:1 (fails AA for body text), so primary buttons use near-black text, never white. On any light/cream surface the orange itself drops to 2.98:1, so orange text there uses the darker #A84800 sibling (AA on cream and white).

Type · Helvetica Neue LT Pro  /  Mark
Display heading · Light 300
Big nights. One place.
Display · Thin 100 (air)
Tonight in San Francisco
Body · Roman 400
A small scene, kept current. What's on, who's there, and whether it's for you, without the six-app scavenger hunt.
Label · Medium 500 caps
What's on tonight
Weight ladder · logo sits at Roman 400
LarGrr100LarGrr200 LarGrr300LarGrr400 LarGrr500LarGrr700
Primary wordmark · Roman 400 · "Grr" growl in amber
LarGrr
LarGrr LarGrr LarGrr LarGrr
Amber dot-leaders · warmth, the bulb, the through-line
Stage-violet · nightlife energy, performance, queer pop
Letterspaced caps · all labels & meta, in Helvetica medium
Light over heavy · big, but calm-confident, never shouty
§ 03 · Photography
Felix Xie · real, curated, consented
Section 3 / 5

The representation is the brand.

People-imagery is Felix's photography: real, curated, consented work, not stock and never AI. His fifteen years in this scene are why the first impression says "this is for you" to a big, older, or diverse guy in 50 milliseconds.

Real people only. Felix's frames, or vetted photographers'.
Consented. Releases at the source; subject takedown honored.
Range on purpose. Bodies, ages, tones, actually diverse.
No AI people. Generation is for texture only (see § 05).
© Felix Xie · daylight social
© Felix Xie · performance
© Felix Xie · portrait
© Felix Xie · the room
© Felix Xie · the night
§ 04 · The System, Applied
Nav · Tonight card · Components
Section 4 / 5
Nav + a "Tonight" event card
LarGrr
Tonight · 10pm
SF Eagle · SoMa

Heavyweight · go-go & bootblacks

Big GuysGo-GoDJFree
34 going · 6 you follow I'm going →
Buttons
See tonightAdd an event
Tags · category language
Big GuysGo-GoDJ SetFree Entry
Section label
Tonight near you
Refused, on purpose
No hot-or-not · no body ranking, ever
No sort-people filters · self-ID, not exclusion
§ 05 · Moodboard
Direction references · 4 generated
Section 5 / 6

These are texture, not people.

AI-generated direction references for material, atmosphere, geography, and chrome. They set the register, then get rebuilt as real photography (Felix), CSS, or SVG before production. People are never generated; that lane is Felix's, always.

Reference only. Direction, not shipped raster.
Texture & mood. Leather, light, the city. No humans.
People = Felix. Real, consented, never synthetic.
MATERIAL
Worn leather · amber
ATMOSPHERE
After-hours · bulb + violet
GEOGRAPHY
SF at night · the map motif
CHROME
Embossed seal · stamp
§ 06 · Applied Surfaces
Homepage + App home · sample
Section 6 / 6

The brand system on two real surfaces, built on the Aurochs 4.0 design language (grain overlay, glass sections, frame/featured cards, floating-label fields) wearing LarGrr's flame-and-violet, Futura, and Felix's photography. Open each as a full page:

Marketing / resource site
Homepage
Hero on Felix's community shot · tonight cards · the pitch · venue + gig-worker CTAs · floating-label newsletter.
Product · iOS
App home
The "Tonight" feed — segmented Tonight/Week/Map, filter chips, event cards, bottom tab bar.
Authored by Aurochs · 2026-06-02 For review · Stefan + Felix · moodboard = direction only Helvetica Neue LT Pro · largrr.com