Go-To-Market
How to Find 10 People
In 2008, Kevin Kelly wrote that you don't need millions of customers to sustain creative work. You need 1,000 true fans. Today, the world is flatter and information moves faster. Rewire needs even less — 10 people.
10 people who sit with this file and trust it enough to have a conversation they can't forget. The experience does the marketing.
rewire.md moves the way a message moves. This is how those 10 people find Rewire:
GitHub — the file lives as a public repository, discoverable to developers and the AI-curious.
The Rewire website — one-click download, plus the Understanding essays that build context for anyone who wants to know more.
Peer-to-peer — texted, emailed, AirDropped. The most powerful distribution for something this personal is a friend saying "try this."
AI-powered audience discovery — scanning high-signal conversations on Reddit, TikTok, 小红书 to identify users already trying to translate on their own.
Brand Identity Decisions
The identity evolved alongside the project. As the concept sharpened, the visual system sharpened with it. Now the identity relies on what Rewire actually is: text. Type-heavy, message-driven, built on the tension between two voices in one sentence. When the markdown file became the core, the slash appeared. The parallelogram from the R mark became /rewire. The brand and the infrastructure became the same thing. That was the moment everything locked in.
The Slash: The rectangle in the R mark becomes the slash in /rewire. This connects the brand identity to the product itself, a markdown file accessed through a slash command. It's the bridge between the brand and the infrastructure.
Two typefaces in tension: Teodor Light by Displaay. A classicist serif. Soft, contextual, the quieter voice in the conversation. Used for descriptive text, for the words that frame and hold. Right Grotesk Black by Pangram Pangram. Heavy, structural, the force that lands. Used for the words that carries the weight.
The three shapes from the R mark form the shape system: Parent (rectangle), Care (circle), and the broken fragment of the rectangle (parallelogram) represents the Child. They are always attached, always connected, always dependent on each other. They enact a relationship. In applications, shapes work as masks and containers. Photography sits inside them. People break the frame.
CTAs never repeat: Each one uses a different verb: understand, notice, translate, break the pattern. The brand doesn't have one call to action. It has a vocabulary of invitations.