Brand Guidelines
February 2024
These brand guidelines serve as a toolbox filled with visual, verbal and strategic components of the WinShape Marriage brand, offering direction for creating strong, recognizable and effective communications.
Table of Contents
Strategy Overview
Purpose Statement
Position Statement
Personality Attributes
Target Audiences
Messaging Framework
Copywriting Best Practices
Messaging Foundations
Headlines Bank
Word Bank
Conversation Starter
Opening Paragraph
Key Messages
Five Elements of Change
Design Principles
Visual Overview
Brandmark
Typography
Color
Art Direction
Graphic Assets
Brand Matrix
Social
Digital
Physical
Contact
For any questions
please contact:
Greg Saffles
gsaffles@winshape.org
Brand Strategy
Overview
The language and terms of our brand strategy describe the ideal reputation for WinShape Marriage. Designed to be internal language only, it serves to provide clarity and alignment on our story.
Purpose Statement
This statement captures the primary sentiment of why we exist.
We exist to glorify God by drawing couples closer to each other and to the Lord.
Positioning Statement
This statement defines what makes us unique.
A Biblically-rooted, research-informed marriage ministry that invites couples to share in big and small opportunities for cultivating connection with each other and the Lord.
Personality
This set of personality attributes define our brand, helping to shape how we sound, look and act. Additionally, these attributes describe what we want people to think and feel when they encounter the WinShape Marriage brand.
Steadfast
Our strong biblical foundation gives us the courage to lead selflessly and stay focused on our greater vision for marriage.
Lively
We are joyful, fun and full of energy because webelieve intentional action leads to lasting marriages.
Heartfelt
We are sincere and genuine, warmly welcoming couples to experience a greater connection and consistent growth through Christ.
Encouraging
We are caring and attentive as we thoughtfully cultivate resources and experiences that support, equip and empower couples wherever they are.
Target Audiences
Target audiences represent an archetype of whose attention we most want to capture. They tell us who the ideal WinShape Marriage family is and the value we provide them. If we can attract this type of person, it will result in a ripple effect, attracting people surrounding these personas.
The Builders
WinShape Marriage provides fun, approachable tools we can trust to start our life together on the right foot through a deeper connection to God.
The Established
WinShape Marriage helps us dedicate time to each other, making us stronger in faith and, by extension, every area of our life.
The Longstanding
WinShape Marriage helps us navigate the ups and downs of every new life stage through a deeper connection to each other and the Lord.
The Leaders
WinShape Marriage supports us in navigating the ups and downs of every new life stage through a deeper connection to each other and the Lord.
Within our audience segments, we also speak to key sub-sets:
The Champion
Married couples eager to work with and support WinShape Marriage in their greater vision for faith-based marriages by influencing and impacting other couples.
The Stuck
Married couples in a season of struggle, feeling disconnected from one another and looking for faith-based resources to help them get back on track.
Verbal Identity
Messaging Framework
This is a tool to help you create new copy that is consistent and on-brand. Use it as a guide and guardrail for applying the brand promise, brand voice and key points to all communications.
01 Include the Brand Positioning
When creating new copy, keep the spirit of our core brand strategy concept in mind.
Brand Promise
Architecting moments of relational breakthrough
02 Messaging Framework
The Messaging Framework succinctly summarizes our brand’s primary details, ensuring messaging is consistently written in the correct brand voice and communicates the right details.
The framework is made up of:
The brand promise, brand voice and key talking points
03 Brand Voice
Our voice is the unique expression of our brand’s personality and helps us stand out in a crowd of sameness. Following this tonal guide, we can choose words that best represent who we are.
Measured but not Terse
Using language that’s direct, without sounding stern.
Yes: You’re invited to visit our campus and learn more.
No: Stop by and see what we’re about.
Confident but not Cocky
Communicating our expertise from a place of humility.
Yes: Through God’s teachings, we lead couples to a stronger marriage.
No: We’re the experts and know how to make marriages last.
Upbeat but not Quirky
Speaking with enthusiasm that’s genuine and relatable.
Yes: Marriage is a journey, so let the adventure begin!
No: Marriage is so awesome, get psyched up!
Encouraging but not Overbearing
Cultivating change without being controlling.
Yes: Feel inspired in your marriage and renewed in your faith.
No: It’s your Christian duty to fix your marriage.
Warm but not Informal
Conveying charm, with appropriate maturity.
Yes: Unplug from the day, unwind and feel fully refreshed.
No: No worries, you can seriously chill out here.
04 Include Key Points
Be sure to highlight the main benefits and claims about our brand so users can understand the full value of who we are and what we do.
Key Points
Key points are the main benefits we communicate about our brand so that people can understand who we are and what we do.
Invite couples in every moment of marriage to grow closer to each other and God.
Support marriages through biblically-rooted, research-informed learning.
Create moments that welcome and restore connection.
Provide thoughtful care and heartfelt hospitality at every turn.
Cultivate an environment where couples can unplug, restore, and grow.
Inspire couples to help others grow closer together and with God.
Copywriting Best Practices
This section is designed to help writers consistently create content that is on-brand.
Be Friendly
We’re excited about the prospect of building stronger marriages and communicate that enthusiasm by sounding personable and inclusive. This means we use words like “our” and “we,” and create clear calls to action that simply communicate next steps.
Be Brief
Try to write the one-sentence version of your point first, then build from there. Re-read sentences, and cut words that are irrelevant, redundant or getting in the way of what really matters. Think social media post, not white paper. Short, pithy statements have more impact on marketing than long, verbose narratives.
Connect All the Dots
Paragraphs of copy should flow like a story, with each sentence building on the one before it. Don’t jump from one point to another without linking your overall statements together. Read your paragraph out loud to make sure it flows smoothly and cohesively.
Break It Up
Large walls of text can turn off readers and make it hard for them to retain information. Try to stay in the 40- to 55-word-per-paragraph range. A good tip to remember is when you want to start a new thought, you should begin a new paragraph.
Know Your Audience
Consider who your message is intended for and in what context. An email to existing WinShape Marriage clients will sound different from an outreach message to a prospective partner. We’ll sound more conversational on social media than on a printed brochure. While our brand voice will stay the same, our tone changes according to the situation.
Messaging Foundations
Below are co-created and approved brand messages to be used consistently across a wide range of applications.
Headlines Bank
The quickest, most effective way to bring our brand voice and personality to life is through a headline. Like a page title, a headline is placed above supporting copy and should reference and summarize it in a succinct and compelling way. Typical applications include the title of a print ad, website page or section of a brochure.
This bank of headlines should be considered a starting point that can be expanded on. Please refer to the Sample Applications section to see headlines used in context.
General
A biblically-rooted, research-informed marriage ministry.
Grow together. Grow with God.
Build your faith as a couple.
Connect. Strengthen. Celebrate.
Hospitality is our love language.
Enjoy your married moments.
Celebrate your marriage and faith.
Marriage Retreats
Take a moment to love your moments.
Grow together. Grow your faith.
Create meaningful connection.
Strengthen your connection.
Grow your love and faith.
Romantic Adventures
Couples who adventure together, grow together.
Adventure together. Grow together.
Celebrate your love and faith.
Explore your connection.
Make play a part of your marriage.
Take joy in your marriage.
Your love will love a challenge.
Make playful moments for love and God.
Refresh & Renew Experiences
Rejuvenate your love and faith.
Give your love its own moments.
Unplug and connect together.
Make time for together.
Time to be focused and present.
Rest with a loving purpose.
Make space for your love.
Be served instead of serving.
Therapeutic Experiences
Growing a marriage takes time.
Find each other. Together.
Take time to reconnect.
Regrow. Restore. Reconnect.
Strengthen your marriage and faith.
Host Couple Training
Be a catalyst for connection.
Be a beacon for others.
Multiply the moments for growth.
Your love and faith can multiply.
Help us grow marriages.
Cultivate Christ-centered marriages.
Word Bank
Our unique personality can be reinforced with the use of signature words, key phrases and consistent use of our brand voice. This collection of terms is meant to serve as a starting point for what feels “on-brand” and can be expanded as we develop additional standards over time.
Experiential Learning
Research-informed
Biblically-rooted
Moments
Focus
Intentional
Connect/Reconnect/Connection
Rest/Restore
Grow/Growth
Strengthen/Strength
Transform/Transformation
Celebrate/Celebration
Conversation Starter
This is a quick descriptor we all can use to introduce who we are and why we stand apart in one simple sentence. It should touch on high-level information without getting into detail, empower us in conversation and encourage a deeper discussion.
WinShape Marriage creates moments of connection.
Note: The conversation starter helps us succinctly answer the question, “What is WinShape Marriage?” We should use this tool in conversation as a way to clarify what we do, but also to encourage a deeper discussion.
Opening Paragraph
This boiler plate message can be used to introduce our brand, who we are and how we stand apart in a succinct paragraph.
WinShape Marriage exists to glorify God by inspiring relationships to newfound possibilities. Whether you’re feeling disconnected or fully present, our Retreats, Experiences and Adventures bring you and your spouse a renewed sense of intimacy. Refresh and reconnect from the moment you arrive, and enjoy intentional time to focus on each other. By combining research-informed, biblically-rooted teachings with unforgettable experiences, we help you embrace the journey of marriage.
Key Messages
Since our opening paragraph can’t do all the heavy lifting, our key points allow us to expand on important aspects of our brand.
Marriage Retreats
Whether they’re a new couple or a long established one, our Marriage Retreats are a welcoming and restorative destination for spouses to celebrate and strengthen their love. Together, they’ll spend time growing closer to God and each other through experiential learning.
Romantic Adventures
For couples who want a different kind of retreat, our Romantic Adventures provide a place to be honest and intentional while having more active experiences. Whether it’s hiking, biking or playing games, couples on our adventures stretch, strengthen and celebrate their marriage and devotion to God.
Therapeutic Experiences
Whether a couple is hoping to strengthen their marriage or heal it, Therapeutic Experiences give them an environment to heal and come closer together. With licensed therapists, guided experiences, and privacy, they’ll find the time and support to emerge stronger together.
Refresh & Renew Retreat
Finding time to unplug and spend time as a couple can be hard for pastors, missionaries and ministers. Refresh & Renew Retreats are our calming and unhurried experiences to do just that. It’s our way of helping couples focus on one another, be served instead of serving, and heal and feel whole as they rest and restore their love and faith.
Host Couple Training
There’s joy and celebration in helping other couples. At WinShape Marriage, we inspire and empower our Host Couples to return home and serve as transformative beacons of love in their community. With our learnings, they’ll help celebrate, support and strengthen others’ commitment to each other and to God.
Five Elements of Transformation
WinShape Marriage cultivates lasting impact by embracing what we call the five elements of change. These special qualities are what make our experiences transformative.
Consider these elements of change when creating differentiation or explaining what makes our work powerful.
Grace-Based Hospitality
At WinShape Marriage, couples find unfailing, abundant care at every turn. These experiences and environments are intentional in every detail, so couples can focus on each other, unplug and be served while they grow and celebrate their marriage.
Sequestered Setting
Our beautiful campus provides couples with a break from their everyday lives, so that they can find new perspectives and appreciation for their marriage. Secluded from the pressures and distractions of everyday life, they’ll get to enjoy the small and big moments that nourish their soul, celebrate their faith, and strengthen their bond.
Biblically-Rooted Teaching
No matter where a couple is in their marriage journey, the Bible’s foundational truths can propel their relationship forward. By illuminating the timeless teachings of Christ, we help couples lead, learn and transform their marriages. Because with scriptural principles, we can strengthen our connection to God and grow closer together.
Experiential Learning
Marriage presents opportunities to learn and grow together—no matter how big or small. At WinShape Marriage, we provide immersive experiences that create these opportunities, so couples can grow, strengthen, restore and celebrate their marriage and faith.
Elements of Worship
We believe God is the divine architect of marriage. By honoring our commitment to each other, we glorify Him. We provide a setting that helps couples fully experience and worship the Lord, be it through song, service, prayer or reflection. When couples connect with God, their love grows stronger.
Visual Identity
Design Principles
Our identity system comprises elements that are both fixed and flexible. Fixed components provide a controlled set of unmistakable assets across WinShape's departments. Flexible aspects allow for inspiring possibility, where each ministry can display their own unique visual voice. All of our design principles ladder up to this overarching philosophy: Unique but Always WinShape.
What is “Always WinShape”?
1. Presence of Red
Red is the core color thread throughout all of WinShape. We signal a unified, courageous whole when each ministry represents at least a dash of red across brand expressions.
2. Meaningful Moments
Our brand promise is creating Space to Flourish. We consistently and intentionally express meaningful moments — through our copy, photography, and graphic language. We embrace restraint, leaving room for interaction, and show freeze-frame moments of transformation.
3. Audience-Flavored
Each of our ministries and offerings serve a uniquely specific audience. People are our first priority. From tone of voice to typographic hierarchy, we keep the audience at the center of all we do when writing and designing.
4. Dots and Arrows
We serve people across all phases of life, providing transformational experiences. In this spirit, we consistently use two graphic devices in a variety of ways. Our linework and arrows achieve flow, movement, connectivity and energy. Our dots form grids, textures, layers, and photographic treatments.
Visual Overview
WinShape Marriage's touchpoints should always strive to feel calming, romantic, and sophisticated. This helps it to have a unique voice and keep it separate from the other ministries.
Brandmark
Our brandmark is the core symbol for WinShape Marriage. The mark should be used only in the approved color options indicated below.
Special Notes
To ensure visual clarity, allow for ample space around the brandmark and symbol. This clearspace zone should be free from any other elements.
For the brandmark to be reproduced as clearly as possible, and to ensure legibility, adhere to the minimum size for both printed media and digital interfaces.
For embroidery and other ephemera, consult with an expert vendor for minimum size restrictions.
Always use the brandmark at 100% opacity.
The brandmark should be used simply and in a consistent way across communications.
If a design/application strives to be Functional, the logo should be included. If a design/application strives to be Expressive, the logo doesn't always have to be included.
Single Color Brandmark
Multi-color Brandmark
Approved Brandmark Color Combinations
Clearspace
Clearspace around the brandmark ensures the legibility and impact by isolating it from competing visual elements such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance; in most cases, the brandmark should be given even more room to breathe.
Minimum Size
To ensure legibility, adhere to the minimum reproduction size of the primary brandmark. In addition, always consult with your vendor for minimum size restrictions for special production items such as embroidery or silkscreening.
Typography
Type is a large and important part of our system. Our faces, Calibre and Untitled, help to express our personality and convey a certian tone of voice. Do not deviate from these faces unless it is absolutely necessary.
Overview
Hierarchy
Always follow these rules when laying out type. Pay special attention to Line Height and Letter Spacing to keep content consistent across all mediums and applications.
Calibre Light is used for large/super headlines (don't italicize large/super headlines). Calibre Regular is used for headlines (if necessary you can emphasize verbs or important words with italics). Subheads use Untitled Regular or Untitled Regular Italic (never mix Regular and Regular Italic in a Subhead). Body copy is always set in Calibre Regular. Eyebrows and Buttons use Calibre Medium.
*System Font Alternatives:
WinShape Marriage’s system font alternatives are Arial Bold and Arial Regular for Calibre and Georgia, and Georgia Italic for Untitled. These typefaces should be used for PowerPoint presentations and internal office documents. These typefaces are secondary to Calibre and Untitled — to be used only when they are not available.
Color
Our color palette serves as a foundation that works universally across all media. The selected colors are a special subset of the larger WinShape color system. The colors are always reproduced with the color values here.
The WinShape Marriage palette was chosen to convey a sense of romance, growth, and reflection.
Overview
Primary
White
Black
Deep Ocean
Slate
Mist
Deep Red
WinShape Red
Secondary
Maroon
Magenta
Forest Green
Green
Teal
Light Blue
Material
Gold Foil
WinShape Marriage uses gold foil as a textural element in the brand system. This is to be used only on printed materials. It should not be used in any digital application.
Brand Paper
WinShape Marriage uses craft paper as a textural element in the brand system. This is to be used only on printed materials. It should not be used in any digital application.
Allowed Type Color Combinations
These are the only allowed type color combinations. Do not deviate from these due to accessibility and consistency reasons.
AAA Accessible Type Combinations
These are the most accessible type color combinations and should be used the majority of the time.
AA Accessible Type Combinations
These are only semi-accessible, or accessible at a larger size, type color combinations and should be used only when necessary.
Graphics Color Combinations
Color-on-color combinations should be used the majority of the time. When layering starts to happen, the graphic assets' (Rings, Arrows, Dots, the Map) opacity should be lowered to about 25% as to not interfere with type and other elements.
Full opacity for color-on-color graphics is allowed only for non-overlapping or noncompeting elements. If for example a ring starts to get even a little close to some type, the opacity should be reduced to the recommended amount above.
Note that white rings can be used only when no other elements are layered on top of them, when higher contrast is needed or only one color is allowed. Examples of this might be a tote bag or sweatshirt.
Do not deviate from these color combinations due to accessibility and consistency reasons.
Art Direction
Photography brings warmth and humanity to the WinShape Marriage brand. We tell our story by capturing life's moments.
Categories
Our art direction categories include People and Still Life. All the photos we use should fall into one of those buckets.
01 People
This category is all about our moments of growth, play, introspection, and exploration. It’s about being candid. It’s about human connection and nature.
These photos should showcase the breadth (macro) and depth (micro) of human relationships. Be creative and try different angles/perspectives to promote variety.
People Spectrum
People Examples
02 Still Life
This category is about all the moments in between. The things we do as partners and humans. The things to be grateful for. These moments help add an etherial, romantic, and contemplative energy to the brand.
Photos should be dynamic, focusing on both micro and macro moments, in order to tell many different parts of people's stories.
Still Life Spectrum
Still Life Examples
Taking New Photos
The examples below are from a test shoot using an iPhone and Figma to achieve the results. Social media examples were also added to show how content might appear alongside photos.
Principles
Step By Step
1. Set aside time to walk around the WinShape Campus or personal town/home/park.
2. Use an iPhone, digital or film camera.
3. Use natural light. Don’t shoot in the middle of the day. Light is best in the morning and evening.
4. Photograph a variety of scenes at various perspectives and focal lengths. We want images all over the micro to macro scale.
5. Subject matter should subtly relate to WinShape Marriage content. Think scenes of nature, home, dates, meals, etc.
6. Think about the composition in your photos. Is it simple enough to cause contemplation?
7. Trust your gut.
8. Get creative and have fun.
9. Bring photos into Figma. Darken and warm them slightly.
Graphic Assets
These assets are how we extend the system to endless applications and use cases. Reference this section for creative ways to layout and frame content, as well as to learn about more specific graphic devices like icons or illustrations.
Rings
Derived from the WinShape Marriage logo, the Rings speak to the connections between people and God. They can be utilized in the ways shown below.
Rings can move, rotate, and scale within a composition.
The line width of the rings can vary but should be kept to a width that doesn't overwhelm the composition. A good rule of thumb is to keep the point-size thickness to less than 1/2 the thickness of a headline's stem width and about the thickness of a piece of body copy's stem width. On social media, a 6pt thickness works well. For an A1 poster, 30pt works well.
Rings should never be combined with Arrows, Dots, the Map, or Illustrations in the same composition. Choose one to lead the design.
When special printing processes (e.g., foil stamping) are available, rings can be printed in gold to add a special detail.
One Ring
Used as subtle line work, to hold imagery or text, and to create texture/sections in compositions.
Two Rings
Used as slightly more complex line work tying more directly to the logo, to reveal imagery at connection points, and to create texture/sections in compositions.
Three Rings
Used to create more complex/abstract compositions, to hold imagery or text, and to create texture/sections in compositions.
Ring Patterns
Patterns can be used to add texture to the background of a design. Care should be taken to ensure the scale and placement doesn't become too thick or noticable. The effect should be subtle.
Filled Rings
In rare cases when more energy/liveliness is required, Rings can be filled, following the exact same tone-on-tone color rules.
Arrows
Derived from the larger WinShape Foundation brand, the Arrows speak to growing and making progress in your faith. They can be utilized in the ways shown below.
Arrows can move, rotate, and scale within a composition. That being said, Arrows should never point down — only left, right, or up (unless in motion/animation). When multiple Arrows are introduced, they should all be the same size/scale as well as placed on a grid.
The line width of the arrows can vary but should be kept to a width that doesn't overwhelm the composition. A good rule of thumb is to keep the point size thickness to less than 1/2 the thickness of a headline's stem width and about the thickness of a piece of body copy's stem width. On social media, a 6pt thickness works well. For an A1 poster, 30pt works well.
Arrows should never be combined with Rings, Dots, the Map, or Illustrations in the same composition. Choose one to lead the design.
Directional & Connecting
Used functionally to point the way or connect information.
Grid
Used to create more structured and modular compositions.
Pattern
Patterns can be used to add texture to the background of a design. Care should be taken to ensure the scale and placement doesn't become too thick or noticable. The effect should be subtle.
Dots
Derived from the larger WinShape Foundation brand, the Dots speak to life's moments and the insights they provide. They can be utilized in the ways shown below.
Dots can move, rotate, and scale within a composition. That being said, Dots should always be aligned and spaced evenly among themselves. When multiple Dots are introduced they should all be the same size/scale.
The line width of the dots can vary but should be kept to a width that doesn't overwhelm the composition. A good rule of thumb is to keep the point size thickness to less than 1/2 the thickness of a headline's stem width and about the thickness of a piece of body copy's stem width. On social media, a 6pt thickness works well. For an A1 poster, 30pt works well.
Dots should never be combined with Rings, Arrows, the Map, or Illustrations in the same composition. Choose one to lead the design.
Trim
Much like the patterns, these can be used to add texture to the edges of a design. Care should be taken to ensure the scale and placement doesn't become too thick or noticable. The effect should be subtle.
Holding Shape
Used to hold imagery. Reference Rings instead if you want to hold type or to create texture/sections in compositions.
Grid
Used to create more structured and modular compositions.
Pattern
Patterns can be used to add texture to the background of a design. Care should be taken to ensure the scale and placement doesn't become too thick or noticable. The effect should be subtle.
Filled Dots
In rare cases when more energy/liveliness is required, Rings can be filled following the exact same tone-on-tone color rules.
Rounded Corners
A nod to the WinShape Marriage rings; rounded corners help tie in containers and imagery to the system. They also help add a soft yet elevated feeling to our executions. These should be applied whenever possible.
Map
The map speaks to the larger journey that is marriage and growing a relationship.
For WinShape Adventures, a special map pattern can be used. Care should be taken to ensure the pattern doesn't interfere with any text.
The line width of the map can vary but should be kept to a width that doesn't overwhelm the composition. A good rule of thumb is to keep the point size thickness to less than 1/2 the thickness of a headline's stem width and about the thickness of a piece of body copy's stem width. On social media, a 6pt thickness works well. For an A1 poster, 30pt works well.
The Map should never be combined with Rings, Arrows, Dots, or Illustrations in the same composition. Choose one to lead the design.
Iconography
Our icons are drawn in a signature style drop-pin to contain the symbols. Subject matter is both symbolic and representational. A half-tone patterning is used on the left and right to add visual interest. This set of icons can grow with time. See additional guidelines below for creating new icons.
Foundation Icons
Our icons are a subset of the larger WinShape Foundation system. Care should be taken to respect and maintain the style of the other ministry icon sets.
Creating New Icons
To create new icons for WinShape Marriage, make sure to match the visual style and subject matter of the existing set. Line width and image density should be consistent across all icons.
Brand Level Icons
These should be reserved for brand-level marketing and communications of key offerings or in-person branded experiences.
These should be used only when it's absolutely necessary to convey complex information. They should not be used as "Illustrations" on any applications. For example, don't use one of these scaled very large on a poster.
A Brand Level Icon used as a small accent on a sign for a retreat activity would be a good example of how to use these.
*These icons are Functional & Expressive.
Functional Icons
This bank of icons should cover any category you may need. The icons themselves fit nicely into the overall system with rounded corners and a thin stroke weight. They also have filled versions for added flexibility.
These should be used only to convey complex information at small scales. They should not be used as "Illustrations" on any applications. For example, don't use one of these scaled very large on a poster.
A Functional Icon used as a small accent to quickly convey information on the website or internal presentations would be a good example of how to use these.
*These icons are Functional.
Illustrations
To help visualize an idea we can use illustrations. These are treated differently from the icons but still retain a similar graphic language, using the same line work, and dot pattern. Illustrations are able to have more detail and can depict more complex imagery.
Illustrations should never be combined with Rings, Arrows, Dots, or The Map in the same composition. Choose one to lead the design.
*These icons are Expressive.
Brand Matrix
The Brand Matrix acts as a framework for how to create new applications. By referring to this section you should be able to decide how a new design should be executed, based on your goals for the piece.
Fixed to Flexible
The Fixed to Flexible spectrum shows what assets of the system need to be consistent and which can be changed.
More fixed elements, like the Logo and Typography, need to remain consistent across the system. Here is not the place to experiment and change rules.
The middle-ground elements, like Color, can change but have limited options. There is some creative choice here, but the Colors and their combinations should remain consistent to maintain a singular brand voice.
Flexible elements like Graphic Assets and Photography can be changed freely based on the application. This is where you should focus your creative energy.
Functional to Expressive
The Functional to Expressive spectrum shows how to design an application-based on what you want to communicate.
Are you creating something that needs to quickly tell people where something is or what you do, such as signage or a marketing mailer/handout? Then the execution should be more Functional and direct, pairing back how you use graphic devices, sticking to primary colors, and using simple layouts.
Are you creating something that's supposed to be fun and decorative, like a tote bag or sweatshirt? Then the execution can be more Expressive and playful, turning up the use of graphic devices, using more secondary colors, and using more complex layouts.
Plotted Applications
Here are some examples of applications plotted on both the Fixed to Flexible and the Funtional to Expressive spectrums to give you a better idea of how to create new designs.
Posters
Social Posts
Swag
Applications
Social
Social Grids
01
02
03
04
Social Content Tools
These tools should help you create and maintain a style of content that stays in line with the overall brand voice.
Social Brand Matrix
All applications can be tuned on a scale from functional brand voice to expressive brand voice. A functional brand execution could be just a photo/video versus an expressive brand execution, which could be our rings graphic device, masking out a photo, and type.
Social Content Examples
Social media is a visual medium, and there is no better way to tell a story than with a photo or video. Images/Videos should be used whenever possible to maintain an elevated presence. Keep in mind that they don’t have to be used in a vacuum; you can use them as covers to a larger carousel post, video, or sound bite.
01
Incorrect
There is no variety in the layouts and there are no images. The feed feels dull and repetitive.
02
Incorrect
There is a variety in the layouts, but the lack of images to help diversify and elevate the content makes this feed feel cold, unrelatable, and overwhelming.
03
Correct
There’s a good ratio of photo to graphic posts, as well as good variety in the types of images and posts. This feed feels human, balanced, and interesting.
Social Carousels
Social Stories
Digital
Website
Banner Ads
Deck Slides
Physical
Posters
Brochure
Name Tag
Worksheet
Handouts
Conference & Event Collateral
Journal
Totes
Sweatshirt & Hat
