PURE · Poppy

Poppy 2.0

Brand & marketing guide — a new generation, made visible

How we name, color, position and launch the next Poppy so the leap is obvious and the brand still feels like PURE. A distinct 2.0 mode signals "new" without breaking the private-bank composure.

POPPY 2.0
Naming

Poppy 2.0, not "v2"

Version notation is for engineers; people hear a generation. "2.0" signals a leap forward in plain language.

Recommendation

Public / marketing name: "Poppy 2.0." Keep v2 internally (board, pure_versions, this workstream). 2.0 is the launch story; v2 is the engineering tag. Never mix them in customer-facing copy.

ContextUse
Marketing, UI, announcements, trainingPoppy 2.0 (then just "Poppy" once launched)
Engineering, board, version ledger, deploysv2 / pure_versions
After full rollout"Poppy" — 2.0 fades; the name carries it
The 2.0 mode

A differentiated color scheme

Same PURE DNA — navy trust, gold warmth — with one new signature so 2.0 is unmistakable: Poppy Bloom, a refined coral drawn from the poppy flower itself. Used as an accent, never a flood.

Navy#172E55 · base
Poppy Bloom#D9543B · 2.0 signature
Bloom Deep#B23A28 · ink/CTA
Gold#DCCAAF · warmth
Bloom Soft#F4D7CE · tint
v1 — todaynavy + gold
P Poppy is thinking…

Classic PURE chrome. Calm, established.

Poppy 2.0navy + bloom
P Poppy is thinking…

Bloom accent marks the new generation — active states, badges, CTAs.

Usage rule: Bloom is a signature accent (≈10% of any screen) — Poppy's active/thinking state, the 2.0 badge, primary CTAs, "new" markers. Navy + cream + gold still carry the surface. Keeps brand canon (line icons, no emoji, one shadow) intact; just adds one recognizable spark.

Positioning

What we say

Positioning statement

One line

"Poppy 2.0 — the assistant that runs PURE. She knows your deals, acts for you safely, and gets sharper every day."

Built on the live tagline already in canon: "Poppy — the assistant that runs PURE."

Three message pillars

What to repeat everywhere

  • Knows your world — grounded in live MLS, your deals, PURE canon
  • Acts, safely — does real work behind a one-tap approval
  • Gets better — best model per task, learns your workspace

Tagline options

ConfidentPoppy 2.0 — she runs PURE, so you can run your business.
CapabilityAsk. Approve. Done. — Poppy 2.0.
WarmYour whole brokerage, one conversation.
TrustReal data. Real actions. Real estate. — Poppy 2.0.
Go to market

Launch plan & best practices

Launch checklist

Sequence the reveal

  • Teaser: "Something new is blooming" + 2.0 badge
  • Live demo on acquisto.biz with the new thinking-state
  • In-app announcement + changelog (what's new, in plain words)
  • Email + SMS to members via Pure Send (personas-routed)
  • Short training + an AI Roleplay "meet Poppy 2.0" scenario
  • Feedback loop: a one-tap "How'd Poppy do?" after tasks
AI-assistant marketing best practices

What works (and stays on-brand)

  • Sell outcomes, not the model — "files your ticket," not "uses Claude"
  • Show, don't tell — live demo > feature list
  • Name the trust story up front: gated actions, audit, Fair Housing
  • Lead with one hero capability, not ten
  • Consistent lockup + signature color = instant recognition
  • Set honest expectations; let users see what she's doing (transparency)
  • Make adoption frictionless — meet users where they already are
Continued improvement (V2 guide): this guide is a living section of the v2 program — taglines, the Bloom mode, and the launch sequence iterate as we learn. Canon: poppy.v2_brand. Companions: Persona · Thinking State · Docs Index.