Contents

Brand positioning

Brand identity

Photo Style

Set design

Verbal Identity

Employee guideline

Brand positioning

About OYE

OYE is a next-generation wellness company that guides members to feel better and get better at feeling through mind, body, and social content.

Business Ambition

To become a trusted and affordable daily wellness ritual for millions 

of young people

Priority Customer and Insight 

Our bodies and our relationships with others shape

our health and wellbeing 

Value Proposition

Guiding members to feel better and get better at feeling through mind, body, and social content  

Customer Benefits

Sensational-yet-relatable content, novel practices, availability, 

affordability and privacy 

OYE’s pillars of mental health

Mi gente

Conversations | Conecta 

Strengthening relationships via sharable content prompts.

Mi mente

Listenings | Escucha

Strengthening mindsets via guided audio and talks. 

Mi cuerpo

Movements | Mueve 

Strengthening mind-body connection via shareable videos – breathing, movement, meditation

Brand identity

Logo

Our logo is inspired by sound waves referring to the brand name: OYE means to listen. In this way, the logo constantly communicates the importance of listening to your emotions, thoughts, and body. This is the main logo of the brand, it is the one that must be used constantly in all brand applications.

Main color palette

This will be the primary color palette allowed only for the brand. Each color represents the main pillars of the brand: Loud Orange for Mi gente, Conscious Blue for Mi mente, and Grounded Green for Mi cuerpo. The color palette was selected by using color psychology. 

Do not use colors other than the palette shown. Use the RGB and HEX codes for digital media and CMYK and PANTONE for print.

Secondary Color Palette

The secondary color palette is allowed for color backgrounds. It is not allowed to use this palette in the logo or icon.

Do not use colors other than the palette shown. Use the RGB and HEX codes for digital media and CMYK and PANTONE for print.

Logotype Incorrect Uses

The following uses of the logo or any use that affects its structure are prohibited.

× Do not use the logo in a single color 

from the color palette.

× Do not alter the proportions of the logo.

× Do not alter the alignment of the logo.

× Do not use the logo without filling and with contour.

× Do not use the full-color logo in color backgrounds from the color palette.

Icon Incorrect Uses

The following uses of the icon or any use that affects its structure are prohibited.

×  Do not use the icon in a single color 

from the color palette.

× Do not separate the icon of the logo in a different way from the main logotype.

× Do not alter the proportions of the icon.

×  Do not use the icon without filling and with contour.

× Do not use the full-color icon in color backgrounds from the color palette.

Logotype + Icon Minimum Sizes

It is recommended to use the following minimum measures for the reproduction of the icon and logotype. Thus be able to maintain its readability both in print and on screen.

Typography

This is the typeface used for editorial and layout communication for OYE. Do not use another font different from this. 

01. Roobert Bold: For titles

02. Roobert Medium: For subtitles

03. Roobert Regular: For text

Get the font:

https://displaay.net/typeface/roobert-collection/roobert/

Graphic & Editorial

Graphic

It is allowed to use the icon as a window/watermark with photography. It must remain with the brand color palette and the image must be recognized without being altered by the icon window

Editorial

OYE’s editorial is composed by the use of color blocking. Color blocking helps us prioritize and differentiate information using blocks from the brand’s color palette.

This can be divided depending on how much information is needed. The minimum number of divisions that visualization can have is 3, having an image, a blocking color for phrases and messages, and another for the logotype.

It is allowed to use ROOBERT FONT in bold and medium-type styles.

Taking in mind that our symbol is a circle, the circle is an infinite shape that gives us a lot of opportunities to create. It's allowed to use the shape of the circle and the color blocking to create different graphics or patterns that can be used on social media or the website. 

It's recommended to use the same color palette for each single graphic as in the examples on the right. 

The use of color blocking and the shape of the circle can be used for animations to create dynamism and rhythm in communication on social media and assets for the website.

It's allowed to use a single outlined circle in front photos to have a cleaner style. You can add messages in color white to communicate better the message of the brand.

This can be used for social media or to name each Guia on our website, Instagram, videos, etc. Please look at the examples on the right to see how to use the circle and the font.

Visualizations

Photo style

General guidelines

OYE's photography portrays diversity through the people in front of the lens, not through techniques or effects. Campaigns in a studio, outdoors, or on-site photography should commit to a minimum of light effects and retouching (only necessary to remain in the editorial line). 

The style is committed to an ever-changing, colorful world. The subjects represent it with edge and the nonchalant attitude of modern youth. 

Branded photography 

On studio

Branded photography in the studio should follow the editorial criteria of color blocking using blocks from the brand's color palette.

DO

→  The lighting style in the studio favors a key light and softboxes to create a clean and dynamic look that emphasizes the subject and the background color equally. 

→  Colour treatment accentuates contrast, brightness, and saturation to create well-balanced, bright yet serene images. 

DON’T

× Avoid harsh shadows, high ISOs that create grainy images, Rembrandt lighting, or any style that makes dramatic scenes. 

× Don't create drastic contrast or saturation or use backgrounds that aren't solid colors. 

Branded photography 

On studio

Individual shots

Portraits can vary from close-ups to medium or complete shots but should use lenses accordingly to avoid deformations. 

DO

→  Recommended optics are up 35mm and 50mm to maintain a natural human perspective. We favor an "always-in-focus" illumination with an exceptional depth of field and volume of light. 

→  Poses should feel relaxed yet confident without being overly staged. Organic and fluid movements are encouraged. 

DON’T

× Use lenses smaller than 24mm and avoid close-ups with wide angles. 

× Overly produced poses that feel fake and inauthentic. 

Branded photography 

On studio

Group shots

Group shots can vary from medium to wide shots but should use lenses accordingly to avoid deformations. 

DO

→  These images should portray people interacting with one another with minimum props.

→  Full shots that emphasized the subjects are recommended. 

→  Interactions should feel natural and fluid.

DON’T

× Avoid close-ups with wide angles that will deform perspective. 

× Poses that don't demonstrate complicity or interaction between the subjects. 

× Overly produced poses that feel artificial and inauthentic. 

Branded photography 

Outdoors

Branded photography outdoors should follow the editorial criteria of color blocking using blocks from the brand's color palette. 

DO

→  The lighting style outdoors favors the direct sun to create a sharp and vibrant look that highlights the subject over the context. As a result, OYE's outdoor photography is lively, energetic, and powerful, slightly more saturated than an ordinary scene. 

→  The color treatment enhances saturation and existing contrast in the images just enough to make them vibrant. 

DON’T

× Use lenses smaller than 24mm and avoid close-ups with wide angles. 

× Overly produced poses that feel fake and inauthentic. 

Branded photography 

Outdoors

Individual shots

Portraits can vary from close-ups to medium or complete shots but should use lenses accordingly to avoid deformations. 

DO

→  Recommended optics are up 35mm and 50mm to maintain a natural human perspective. We favor a bright light/harsh shadow aesthetic that highlights the subjects and provides depth to the scene.

→  Organic and fluid movements that connect and relate with the context are encouraged. 

DON’T

× Use lenses smaller than 24mm and avoid close-ups with wide angles. 

× Poses that cover the face or appear to isolate the subject from the context. 

Branded photography 

Outdoors

Group shots

Group shots can vary from medium to wide shots but should use lenses accordingly to avoid deformations. 

DO

→ These images should portray people interacting with one another with minimum props.

→ Full shots that emphasized the subjects are recommended. 

→ Interactions should feel natural and fluid.

DON’T

× Avoid close-ups that will eliminate context from the image (shot too close or against the sky). 

× Poses that feel too casual or dull. OYE’s street campaigns should feel bold and energetic.

Styling

Our staff

We believe in our thoughts. Short phrases printed on staff clothing. No motivating ones but funny, keep it short, for more info scan the QR code (printed on clothes too) The barrier is broken and we become beings that interact through scanners, photos, etc.

Styling for photos

The most important in a photo shoot is that the people need to feel comfortable with themselves. For that reason, we believe that praising emotional feelings needs to be portrayed in your clothes. It's allowed to use relaxed clothes like clean T-shirts, hoodies, pants, jeans, tank tops, sneakers, etc. WITHOUT ANY GRAPHIC DESIGN in our photo shoots. The color of the clothes needs to be the color of the brand: Orange, green and blue. It's allowed to use different shades in this color scheme. In this way, we will be carrying the brand with us always.

Set design

Inspiration

Speaking Corner

A Speakers' Corner is an area where public speaking, debate, and discussion are allowed. The original and best known is in the northeast corner of Hyde Park in London, England, but exists all over the world.

Historically there were a number of other areas designated as Speakers' Corners in other parks and youth in Latin America have rallied around areas similar to this to talk and discuss taboo subjects and speak about ideals of freedom and equality.

Compared to other speaking corners, we want the OYE set to be an image of fluidity, relaxation, and a space outside constraint where people can be free to speak whatever is on their minds. 

As such, materials and visuals are a reflection of this. 

Set design – Guias

OYE will have a simple yet easily recognizable set design and visual aesthetic to complement photo, video, and other content options for guias. 

The main aim of set design is to concentrate on the guías or subjects in front of cozy scenarios. Always having interesting locations which can be seen in open shots or wide frames.

As part of branding the space, each set must include the icon of OYE in an artistic way in the background. These interventions can be in different materials, always respecting the anatomy of the icon. This element will be always accompanied by neutral objects and furniture that could have the main colors of the brand. 

Items and objects

All the items, mobiliary, or objects in the set should be curated depending on the topic of each practice or each guia. These elements could contain the main OYE colors. The objects should be applied in the background and they should not be protagonists on the set. If a piece is very attention-grabbing, then there can only be one. 

On the other hand, when more than one item lives in the space, simple wooden objects and pieces will be preferred. Natural-colored wood is preferred. 

Verbal Identity

OYE’S THREE VOICES

Each letter in OYE represents a distinct way of communicating

Our tone of voice is succinct and colloquial. Our content is sensational-yet-relatable, and we talk about it in a simple way. Distinctly Latin and aware of our intelligent audience, our words are accessible and memorable.

Our message is bilingual, thinking Spanish first and then “gist-lating” - translating the gist of the content with a local appropriation instead of direct translation.

We refrain from directly talking about politics, sex, drugs, and suicide, however, we talk about how to have these conversations and the emotions they spark. We do not preach, pander, teach, or educate; we guide.

O:

Talks about opportunities and offers a high-level overview. The tone is objective, to the point, cool, calm, and collected.

Y:

Talks about the “why”, the rationale behind our offering, and our framework's fundamentals and theoretical justification. The tone is wise, curious, knowledgeable, fluid, rigorous, and ever-learning.

E:

Speaks directly and intimately to our members, appearing across our social channels, newsletters, and app. The tone is colloquial, warm, intimate, vulnerable, playful, and open.

Tone-in-action principles

1. Be clear

 Chose simple language that has a direct message. The emotional universe is complex enough. 

2. Be congruent 

Make every message an example, and chose perspectives that make people feel better.  

3. Be respectful 

We are not dismissive of anyone, and we certainly do not join conversations to which we are not invited. 

4. Be accessible 

Stay away from being overly aspirational, we offer an uplifting perspective on what is, and self-acceptance is our aim.  

5. Be humble 

OYE is a life-learning platform inside and out, and although we have GUIAS that produce specialized content, OYE is a student of life, just like everybody else. 

6. Be Meaningful 

Accompany members in their journey of personal growth and self-discovery by staying away from the trivial and superficial. 

7. Be human 

Communicate warmly and always be aware that you are talking to a feeling, breathing, healing human being that may be going through a difficult moment. 

General guidelines

1. We are not medical experts and our content does not substitute, diminish or supersede any clinical treatment or other healing modality 

2. We dislike jargon and cliches, and actively refrain from using it 

3. Sensational but thoughtful—always balance risk vs. payoff when being funny or clever  

4. Gist-lations: Spanish first, but equal meaning instead of direct translation: we only need to translate the gist of the phrase in a locally compelling way. 

5. Not every piece of copy is funny, but we seize the opportunity to be charming and witty, especially with complex messages. 

6. Do not directly engage in racy behavior (drugs, sex, violence, etc.)

7. Short copy, simple language, memorable message

8. Intimate but non-invasive

9. Knowledgeable but not pedantic

10. We share wisdom not personal advice

11. Sparks awareness, joy, and discovery 

12. We are not the news—we’re apolitical and non-religious

13. Be invitational, not aspirational 

14. Latin-first, but leverage words with prehispanic etymology and culturally local expressions

15. OYE, if used in a text, should read in all caps

16. When writing Mi Mente, Mi Cuerpo, and Mi Gente use caps on the first letter of every word 

17. When the tone is informative use punctuation, when the tone is conversational (especially in copy), no caps and no punctuation is fair play. 

18. Cohesive tenses throughout the text, be it a paragraph, a sentence, or a document.

Simple rules for all digital copy

1. Make your message simple and memorable, using words that are widely used and understood

2. Think Spanish first, then gist-late (translate the gist of the message, not necessarily the literal translation of a phrase). 

3. All Spanish words need to work in México and Colombia

4. Show me, don’t tell me—only use text when it adds value to the image and to the person reading it

5. Using words with prehispanic etymology is encouraged, as long as it is commonly used in México and Colombia 

6. Avoid gendered personal nouns and first-person singular, instead use US, YOU, WE, and ME 

Words we like & don’t like

1. Education - Educación 

instead use:  guidance - guía / direction - dirección 

2. Teachings -  Enseñanzas 

instead use: guidance - guía 

We are a nonhierarchical structure, sharing wisdom instead of imparting knowledge

3. Important -  Importante

instead, we use:  Relevant- relevante

We are not big on self-importance or sharing imperatively, so we demonstrate our relevance instead of talking about it. 

4. Mindfulness -  Mindfulness 

instead, we use: well-being - bienestar

This term dilutes OYE in the universe of Mindfulness solutions; also,  it has no direct translation to Spanish, so it is commonly used in English making it popularly inaccessible, and it is surrounded by an elitist or exclusive context. 

5. Mental Health- Salud Mental

instead, we use well-being - bienestar

Mental health pertains to the world of doctors and governmental institutions. It is considered a matter of public health. Our work is centered on general well-being, through emotional awareness, articulation, and allocation. This does not mean our service is not as relevant, impactful, or rigorous, but we offer a distinctly different modality of healing 

6. Control- Control 

instead, we use move - mueve

Our first intent is acceptance, and controlling (our emotions or anything) does not align with our philosophy. When we feel discomfort or dis-ease, we move it or accept it, we don’t negate it or control it. Control, in any arena, implies old paradigms that we do not identify with. 

7. Urgent, Urgency, Immediate

instead, we use Relevant - relevante or Useful - útil 

Urgency and immediacy imply danger and hurry, and we do not want our members to experience any time pressures. We do not exist to resolve urgent matters, we exist to help people feel better through daily practice— we focus on rhythm, not time.

Employees Guideline