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Brand guidelines

Marketing and advertising guidelines

If you want to build mental availability and long-lasting memory structures for your brand, a large portion of your ad impressions must meet the attention-memory threshold of 2.5 seconds.

Research shows that 85% of impressions measured across multiple digital platforms don't meet this standard. 

Source: Karen Nelson-Field (Amplified Intelligence)

Attention span

Digital ad anatomy

An effective ad should, in some way, include the following elements to achieve consistency:

  • Branding
  • Messaging
  • Call to action

Clear Call-to-Action (CTA): Ensure the ad has a clear and compelling CTA that prompts users to take action, such as visiting our website, making a purchase, or signing up for something.

Example of digital ad anatomy

Marketing and advertising

Examples

An advertisement must always breathe the different parts of our identity. This is where all the core elements come together, including brand personality, tone-of-voice, messaging, colour, typography, imagery and graphics.

  • Use of copy

    Keep your ad copy concise and impactful. Use language that is clear, persuasive, and easy to understand. Highlight the benefits or value proposition of your product or service. Users on networks like Linkedin are often busy professionals, so make sure your message is clear and easily digestible.

    Explore Copywriting guidelines

  • Use of colour

    Burgundy provides a confident backdrop for all our communication. Text is primarily set in white, and peachy pink highlights the prominent copy. Hero Red should be used as a call-to-action colour. We can vary the amount of Hero Red due to the level of impact we want to make (see the Colour section for more details).

    Explore Colours

  • Use of typography

    Be thorough with the typography, and make sure that letter spacing and line height follow the guidelines (see the Typography section for more details).

    Explore Typography

  • Use of imagery

    The light effect symbolizes our superpower and the protection it provides (see the Imagery section for more details).

    Explore Imagery
Example of content

Brand personality

Our messaging should rely on the Hero archetype, exuding confidence, inspiration, and empowerment to motivate our audience towards achieving greatness. 

We will use bold, assertive language that encourages action and resilience, positioning our brand as a catalyst for overcoming challenges and realizing potential.

By highlighting success stories and leveraging dynamic, energetic visuals, we aim to inspire our audience to embark on their own heroic journeys. We ensure that our communications consistently reflect strength, determination, and the drive to excel.

We are brave, honest and inspiring.

Red, glossy, and parallel lines with a slight reflection of green and blue lights at the bottom.

Marketing and advertising

Don'ts

Avoid these common mistakes:

  • Too much information
  • Too many words
  • Unclear messenger
  • Unclear message
  • Objects too small
  • Lack of distinctiveness
  • Images and words that evoke wrong/other thoughts