Branding guide

The challenge

When you design content, you need guidelines. I needed to build, support, and scale my own content brand with branding guidelines.

My strategy: Build content branding

I modeled my branding and guide based on the work I've done for companies to build, support, and scale content guidelines.

Purpose

I based the branding on my core mission to ensure I keep the brand grounded and intentional, ensuring my content has empathy, openness, and curiosity.

Logos, typography, & color

I paired clean, geometric typography with an earthy, mid-century palette.

Branded visuals

I combined high-contrast, black-and-white photography with minimal, hand-drawn ink illustrations. This balances sharp visual geometry with raw, analog textures to create a distinctly human feel.

Voice

Voice guidelines shouldn't just be a list of abstract adjectives. I built a practical matrix that translates core communication pillars straight into clear, actionable rules, including grammar, capitalization, and samples.

Tone

Content needs to flex depending on the reader's immediate situation. This sliding scale shows exactly how to adjust the tone for different experiences.

Impact & takeaways

Replaced vague branding with clear, functional rules for both visual and verbal identity.
Speed up creation by building out a repeatable, cohesive set of tools.
Build consistency to ensure all content, including every image and piece of text, feels like it was created by one person.

The full, high-resolution branding system is available for review upon request.

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