Brand Guidelines€¦ · THAT FUELS YOUR FORM. WE ARE ESR YOU. Equally male and female With...

Brand Guidelines

What we believe1/14

Brand Manifesto

WE DON’T SHOUT LOUDER TO BE HEARD IN A NOISY LANDSCAPE.

WE CHANGE THE LANDSCAPE. WE CREATE NEW TERRAIN. WE ARE

BOTH JOURNEY AND DESTINATION. WE ARE A REAL PLATFORM

FOR REAL PEOPLE, A HOME TO INSPIRATION, MOTIVATION AND

SUPPORT. WE ARE A COMMUNITY WHERE CONFIDENCE IS BUILT

AND COMFORT ZONES ARE BANISHED. WE ARE THE VOICE OF THE

SMART, THE STRONG, THE FITNESS-FOCUSED – AND THOSE WHO

WANT TO BE. WE ARE THE PROOF OF WHAT CAN BE ACHIEVED WITH

KNOWLEDGE AND WILLPOWER. WE ARE ATHLETES, PARENTS, SONS

AND DAUGHTERS, MAVERICKS AND INNOVATORS. WE ARE DYNAMIC

INDIVIDUALS, HARDWIRED FOR HARD WORK AND MEANINGFUL

CONNECTION, STRIVING TO BETTER OURSELVES AND EACH OTHER,

HUNGRY FOR A HAPPIER HEALTHIER WORLD. WE ARE THE CATALYST

THAT FUELS YOUR FORM. WE ARE ESR YOU.

Equally male and female

With consideration for both the Mars and Venus symbols as well as the Pagan gender symbols, our icon embodies both genders.

– combination: icon and type– appealing to men and women– easily recognisable– strong and geometric– sans-serif font

2/14

Logo Considerations

Icon3/14

Logo Design

Available in both positive (black) and reverse (white) options.

Angle3/14

Logo Design

45˚

Take advantage of the 45˚ angle within typographic treatments across collateral designs.

Stacked

The ‘you’ is always grey when placed on a white background. If the stacked logo is placed on a colour or black background, use the single colour reverse option.

3/14

Logo Design

Websites

Available in both stacked and wordmark options.

The ‘you.(extension)’ is always grey when placed on a white background. If the website logo is placed on a colour or black background, use the single colour reverse option.

3/14

Logo Design

Let me breathe

Our logo always looks best when surrounded by as much clear space as possible.

Clear space is where no graphic element can encroach. All external graphic elements must remain outside of this area to ensure the greatest legibility of our logo.

The x represents the minimum height and width clear space.

Always reproduce our logo at a size that is clear and legible (depending on screen/print resolution).

4/14

Logo Clear Space

X

Looking good

To ensure our logo always looks its best, we have defined the minimum sizes it can display at.

There are three logo options:– icon– stacked– website

We are a minimal brand and don’t always need to include our brand name with our icon. As first preference, use our icon when there is already mention of our business name on the same collateral (i.e. website, social media, letterhead, etc.).

Always use supplied master artwork and avoid using any undersized logo.

5/14

Logo Minimum Size

website

30mm/115px

stacked

18mm/70px

icon

6mm/25px

Insert

It’s not a requirement to use the stacked logo across all brand collateral. We prefer the use of our icon version.

The icon looks best when placed within the bottom left corner and top right corner.

The stacked version (including stacked website version) works best in the bottom left corner.

The website version looks best when right aligned and can be placed at either the top or bottom of the artboard.

Avoid placing any of our logos over text and ensure that they are legible.

Be sure to keep our clear space and minimum size requirements in mind.

6/14

Logo Positioning

All about alliteration7/14

Tagline

8/14

Imagery

Our imagery is what defines us as an aspirational brand

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Imagery

– male and female– high energy– physical action– determination– empowering– inspirational– multicultural– outdoor lifestyle– adrenaline– extreme locations– gym equipment– contrasted lighting– clear space background– no tacky stock– minimal hardcore fitness

Our imagery is what defines us as a motivational brand

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Imagery

9/14

Typography

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Headlines

GT Eesti Display– UltraBold

Used for large headlines.

9/14

Typography




Body

Futura PT– Bold– Demi– Book

Bold weight can be used for smaller headlines wherever there is no body copy required.

10/14

Colour Palette Mono

The only time you would introduce colour to our brand is when the supporting imagery includes it. See over page.

Black

RGB 0 0 0CMYK 0 0 0 100 #000000

100% 80% 60% 40% 20%

White

RGB 255 255 255CMYK 0 0 0 0#FFFFFF

Introduced colour10/14

Colour Palette

Our female audience11

123

/14Target Market

AthletesMummiesEvent Changers

Our female audience11/14

Target Market

Athletes

‘How can I take my training to new levels and get the edge?’


Target Market

Athletes

FEMALES 25-35

Beliefs:– Progression is the key to happiness– If it becomes a habit, you don’t need motivation– Never apologise for being a powerful woman

Desires:– To maintain a lean toned body – To inspire other women to reach their goals– To maximise her performance and push herself to her limits

Fears:– Failure to meet her own goals and expectations– Weight gain, loss of muscle tone, ageing– Losing sponsorship


Target Market

Mummies

‘How can I up my energy levels, maximise my workouts and hold back the ravages of time?’


Target Market

Mummies

FEMALES 30-45

Beliefs:– Self-care isn’t selfish– If she can do it, I can do it– I’m not 34. I’m 18 with 16 years’ experience

Desires:– To feel more energetic and motivated– To know which products/diets/exercises really work – To feel comfortable in her own skin and age gracefully

Fears:– Cellulite– Fading beauty– Loss of confidence


Target Market

Event Changers

‘I want the perfect wedding body but life’s too short to diet and workout to the extreme.’


Target Market

Event Changers

FEMALES 20-45

Beliefs:– People judge you by your Instagram account so it better look good– Eyebrows speak louder than words– Spanx

Desires:– To eat what she wants– Not to have to edit every selfie – To feel confident and love what she sees in the mirror

Fears:– That her life will never be as amazing as the IG accounts she follows– That she won’t fit into her dream wedding dress– That cellulite is going nowhere

Our male audience11

123

/14Target Market

AthletesFit FathersEvent Changers

Our male audience11/14

Target Market

Athletes

‘How can I reach a whole new peak of fitness?’


Target Market

Athletes

MALES 25-35

Beliefs:– You don’t always get what you wish for, but you always get what you work for– Go hard or go home– Gym is my church, fitness is my religion

Desires:– To have the best abs in the industry– To inspire others to reach their goals– To maximise his performance and push himself to his limits

Fears:– Not maintaining this physique– Knee, back or shoulder injury– A spotter not paying attention


Target Market

Fit Fathers

‘How can I avoid the dad bod and stay strong and healthy to provide for my family?’


Target Market

Fit Fathers

MALES 30-45

Beliefs:– One day my kids will follow my example instead of my advice– Making my health a top priority doesn’t take away from my family – it adds to it– You can’t help getting older but you don’t have to get old

Desires:– To keep up with the young gym rats– To stay attractive to the wife– To enjoy an active, involved life with the kids

Fears:– Getting sick or injured– Not being around to see the kids and grandkids grow up– Getting overstressed, exhausted and losing the libido


Target Market

Event Changers

‘I want to score the six-pack abs and body I’ve always wanted by Christmas.’


Target Market

Event Changers

MALES 20-45

Beliefs:– Being attractive makes you more successful– The weights room is an intimidating place– Guys who lift get the chicks

Desires:– To be respected by mates and attractive to dates– To be brawny not scrawny – To be confident

Fears:– Having to avoid the sauce and do food prep– What if I try and fail?– Being swiped left

Our principles12

123

/14Copy Direction

InnovationEmpowermentPlaying to win

Our principles12/14

Copy Direction

Innovation

‘I don’t think outside the box. I think of what I can do with the box.’

Our principles12/14

Copy Direction

Innovation

We’re a dynamic, opportunity-focused company positioned on the leading-edge of fitness trends. We have sharp minds and rolled up sleeves and we’re continually learning in order to stay ahead of the game. The pursuit of innovation is fundamental to our brand. We challenge assumptions, create new ideas, rewrite the rules and search for better solutions to our customer’s problems. Our next-generation products and services deliver support and results. Our evolution helps our customers evolve. We don’t follow, we lead.

Our principles12/14

Copy Direction

Empowerment

‘She wasn’t looking for a knight, she was looking for a sword.’

Our principles12/14

Copy Direction

Empowerment

We’re a dynamic company and we love what we do – supporting people in their wellness goals. We’re go getters and if we want something, we grab it. We want ESR You men and women to do the same. We’re customer obsessed and work diligently to help them get the results they’re looking for. We work hard to create a community where people flourish.

Most people have dreams of what they could be and do. Yet from an early age, we’re often told we can’t do that. The dream burns away deep down inside and for many, that flame dies. ESR You wants to restart that fire by encouraging and supporting fitness dreams. We provide hope and freedom, empowering them with products and services that support their dreams.

Our principles12/14

Copy Direction

Playing to Win

‘It’s hard to beat a person who never gives up.’

Our principles12/14

Copy Direction

Playing to Win

We make a determined effort to be the best we can be and achieve success in everything we do. We never settle for just okay, we keep our eye on the prize and compete at the highest level. However, we don’t beat ourselves up when we slip up or things go wrong. We know that success is not final, failure is not fatal: it’s the courage to continue that counts and every day is another chance to get better.

We’re our customers’ new secret weapon. We’re their ‘power-up’ – just like in a video game, we deliver instant benefit and extra abilities. We help them raise the bar – and then vault over it. We rally against the common enemy, we’ve got their back. With us in their corner they have the intelligence and extra strength they need to succeed.

Our principles12/14

Copy Direction

What we mean What we don’t mean

Innovation

PioneeringOriginalGame-changingProgressiveIndustry-leading

FaddishRisk-takingWhimsicalGimmickyImprovised

Empowerment

MotivationEncouragementInspirationTaking ownershipPersonal responsibility

Risk-takingOver-committedPressurisingBossyUnreasonable expectations

Playing to Win

PerseveranceHaving a strategyCommittedShowing upGoing the distance

UnscrupulousCondescendingPatronisingSuperiorSelf-seeking

Our personality12

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/14Copy Direction

ConfidentDrivenReal

Our personality12/14

Copy Direction

Confident

We’re confident about our capabilities and we stand by our claims. We walk the walk, not just talk the talk and we have the evidence to prove it. On the other hand, we know enough to know we don’t know it all. We always aspire to be even better.

We’re persuasive presenters and sellers of dreams. But, we don’t deal in fluff or hype. We know we can help customers get the job done and we express this though our language without aggressive, manipulative or clichéd sales tactics. Our confidence instills trust; trust that we are ethical in our approach; that we’ll deliver on our promise and that customers will get good return on their investment.

In our language, we don’t use words like ‘perhaps’, ‘maybe’. We use ‘you should…’ rather than ‘we think you should…’ We don’t need to fill the page with words because strategic pauses and white space create emphasis and help customers retain and understand important points.


Copy Direction

Driven

We combine creativity with analytical rigour and commercial savvy to give our customers the results they need. We don’t faff around – we get straight to business. We work hard to understand our customer’s exact needs and give them the means to realise their goals. We don’t just create great products – we pour ourselves into each project with one goal in mind – results.

We’re big thinkers who identify and pursue product development opportunities that give our customers results and return on their investment. We’re 100% invested in their success. We use our contacts, knowledge and expertise to stimulate their continued growth. With our help, they’re assured of more strength and endurance and better recovery and wellbeing. Our drive and commitment is conveyed through words that show we support and meet their objectives.


Copy Direction

Real

We understand men and women in the real world – from professional athletes to fitness enthusiasts and those that just want to shed a few kilos to get into that size 10 dress or those jeans. This helps us provide them with the type of products we know they want. We want them to feel connected and supported in a community that understands their challenges.

We’re experts in our field with a high level of professionalism, and we’re serious about what we do. Keeping it real means communicating with our audience with honesty, consistency and integrity, and delivering on our core values of Innovation, Empowerment and Playing to Win. We build brand authenticity into our day-to-day work – we know that ‘being authentic’ is more than just a buzzword or marketing tactic.


Copy Direction

What we mean What we don’t mean

Confident

Self-assuredBoldDirect UpbeatKnowledgeable

PresumptuousBossyOverbearingUnapproachableArrogant

Driven

Results-focusedVitalPassionateGoal-orientedAmbitious

PushyMercenaryCut-throatUnscrupulousAggressive

Real

Level-headedHonestRelatableUnpretentiousAuthentic

IrreverentInappropriateUnprofessionalUnrefinedCheesy

Time to ditch those dead-end diets and bust those training plateaus. Here’s something to curb cravings, torch fat, and kick your workout up a notch.Ready to see results?

Sometimes, no matter how much sleep you got or how well you ate, you don’t have the energy or strength to workout. We feel your pain. So we came up with a little something to help. Our next generation fitness formulas will get you grabbing that kettlebell, swinging it good and supporting you properly in the recovery phase. You got this.

Helping you shape your tomorrow body today with fitness products that propel you to the next level

Our mission12/14

Copy Direction

Get it write12/14

Copy Direction

• ‘ESR Y’ should always be in caps with ‘ou’ in lower case. If a company related word follows, then the first letter of the following word is capitalised (e.g. ESR You Social Platform, ESR You Supplements, etc.)

• All numbers up to ten are spelled out. From 11 onwards, numbers are numeric. Numbers in a headline should be numerical digits, not spelled out.

• Keep sentences and paragraphs short and sweet. Brevity is your best friend.

• Use Oxford commas. They make all the difference between ‘I find inspiration in cooking my family and animals’ and ‘I find inspiration in cooking, my family, and animals.’

• British spelling.

• Word contractions such as ‘won’t’ and ‘aren’t’ are fine. But sometimes non-contracted form adds emphasis, e.g. I AM STRONG.

• Unless referring to a specific person, use the pronoun ‘they’ rather than ‘his/her’. This is unattractive and archaic.

• When quoting a person or article, use “double quotes”. For a quote within a quote, use ‘single quotes’.

• Compound words like ‘short-term’ take a hyphen when describing the noun that comes after it, e.g. a short-term fix. But no hyphen is required when the compound word comes after the noun, e.g. the fix was short term.

• In a list with more than three items, use bullet points or numbers. It makes them easier to read.

• Keep things dynamic using the active voice, e.g. ‘Tammy won the title’ (active) rather than ‘The title was won by Tammy’ (passive).

• Although copy should focus on the customer rather than us ‘Tammy won the title’ (active) rather than ‘The title was won by Tammy’ (passive), avoid using our brand name where possible and talk in the first person instead (e.g. not ESR You but we, us, our, ours).

Get it write12/14

Copy Direction

• “Quotes” aren’t needed for official products, only capitalisation.

• Don’t use hesitating words like: aim to, try to, can, could, might, perhaps, or should. Be confident. Be definite.

• Don’t use adverbs excessively. Words like actually, completely and basically sound weak.

• Don’t pad with filler words, e.g. there are some Insta accounts that seem to have… vs. some Insta accounts have... Spot instances of there, here and it followed by is, are, was and were, and lead with the meat and potatoes of your sentence instead, e.g. not ‘it’s fun to write’ but ‘writing is fun’.

• Don’t use multiple exclamation marks. Better yet, use none. They’re annoying and make you look over excited.

• Don’t eliminate spaces around em dashes – keep like this – the words need room to breathe. The exception is when referring to ranges, e.g. 7–9 months.

• Don’t write long sentences, like this one, with lots of clauses – like this – and addendums, lists, grammatical peculiarities: it makes things hard to read. If you use ‘and’ more than once in your sentence, it’s probably too long.

• Don’t use a noun where a verb will do, e.g. ‘she exercised’ rather than ‘she did some exercise’. Verbs are dynamic.

• Weak adjectives sap sentence strength, e.g. instead of ‘really bad’ use ‘terrible’, instead of ‘very big’ use ‘huge’.

• Don’t use ‘that’ excessively. Most sentences make sense without it.

• Don’t forget to spell check. Typos look like you don’t care.

• Do not use the logo as a text replacement within copy. The name should appear in the same font as the surrounding text.

Do’s and don’ts13/14

Social Media

• Avoid writing in capitals

• Hashtag display order: #esryou #fuelyourform

• Use a maximum of 1-2 lines of hashtags *we don’t want to look desperate

• Keep hashtags on a separate line to the copy

• Get creative with the copywriting

• Always tag the photographer, model, source, etc. * do not include the creatives involved within the copy

• Include the location of the photo, if applicable

• If using text posts, always use our template

• Use our brand headline font for text

• Only use our icon logo *ensure it’s the same size on all posts

• No more than two elements on a photo * text and image / text and logo / image and logo

• Text posts must have left-aligned copy only

• Image + text posts can have left-align or centre-align copy

• Avoid heavy text or imagery over photographs * let the photograph breathe

• Avoid including too much text

• Remember, our brand thrives on simplicity * and consistency * and good design * and powerful copy

The features14/14

Products

• Advanced product formulas• Designed for men and women• Non-toxic, non-habit forming• Easily stored – no refrigeration required• Easily administered – accurate dose dispensed via

dropper and quickly absorbed on the tongue• Clean prolonged energy – no nasty jitters or crashes• Half-life of 8-12 hours, out of the system in 24 hours• Stylish elegant packaging • Developed in Australia from highest quality ingredients• 100% legal – contains no banned ingredients

The benefits14/14

Products

• Feel strong and powerful • Enjoy sustained energy levels• Burn fat and lose weight • Build lean muscle• Achieve peak performance • Reach fitness goals

FUEL YOUR FORM.

Brand Designwww.louise.agency

Brand Guidelines€¦ · THAT FUELS YOUR FORM. WE ARE ESR YOU. Equally male and female With...

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