The WizeFi Brand

| ©2017 WizeFi. All Rights Reserved. 1 The WizeFi Brand

ContentsSection 1: The WizeFi BrandWizeFi’s Brand StoryThe WizeFi Brand Experience

Section 2: Brand IdentityLogoColorColor SignificanceTypography

Section 3: ImageryCharactersImagery GuidelinesVideo Styling

Section 4: VoiceTarget ConsumerTone of VoiceGrammar and Mechanics

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4 The WizeFi Brand

The WizeFi BrandSection 1:

4 The WizeFi Brand

5 The WizeFi Brand

WizeFi’s Brand StoryGreat companies are built on strong brands. A brand, although intangible, is a competitive asset–one that can affect customer loyalty and improve company profitability. When a brand is understood within a company, it can serve as a source of inspiration, excitement, and employee satisfaction.

We want users of WizeFi to interpret the WizeFi brand in a way that aligns with our own aspirations. We believe we can make the world a more financially secure place using our innovative software platform and financial education platform. When our customers share that vision, our branding efforts will be successful.

To reach that goal, we must be purposeful when using our brand. This requires careful brand management. To begin, we’ll define what WizeFi stands for and what our vision is. These are the perceptions we want our customers to share.

6 The WizeFi Brand

Brand Vision

Brand Stance

WizeFi’s Promise Brand AttributesStates where we’re going as a company and where we want to be.

The single idea we want to resonate with our customers.

WizeFi will be a start-to-finish wealth building system, both teaching you all the financial knowledge you need and giving you the tools and technology to make it happen.

WizeFi = Understanding your financial future

When customers think of WizeFi, they think of a company that helps them plan for their financial futures, solves financial problems, and answers questions users didn’t know they had.

CredibleActionableRelatableCaptivatingEntertainingRubiks-Cube-fun

A summary of our commitment to our customers. The characteristics we want associated with WizeFi.

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The WizeFi Brand ExperienceThis defines our customers’ interaction with our company, its products, people, and communications. When customers interact with WizeFi we want their experience to be:

Forward-Thinking Educational

Secure Rewarding

We always want to be thinking one step ahead of our customers. When issues arise, we think of creative solutions to solve problems efficiently. We understand our customer’s pain points and address them in our communications.

Every time a customer interacts with WizeFi, we want them to leave feeling like they learned something. Whether this is through seeing their projections for the first time or by viewing blog or video content, we always strive to help our customers learn.

Managing your finances in a way that makes a real difference in your overall quality of life isn’t easy–WizeFi understands that. After interacting with our software, we want our customers to have the feeling you get when you accomplish a challenge; when hard work pays off.

Security is a factor that is both physical and emotional–we want our customers to trust that their financial information is safe and will not be shared or sold. We also promote financial security–the feeling you have when you trust that you’ll be able to support yourself and your family.

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Brand IdentitySection 2:

LogoThe following pages will describe how to use the WizeFi visual identity across all media. The style you choose will depend on the environment in which the logo appears.

The examples given provide suggestions as to how color can be used in the logo. These are only partial palettes. For complete palettes, please refer to the color section.

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Logo

izeFi izeFi

Full Logo

Secondary Logo

Black

To be used as the most common form of visual identification.

To be used as a design element or when the main logo has already been used.

Purple Reversed

Black Purple Reversed

izeFi

11 The WizeFi Brand

ColorPurple is WizeFi’s dominant color. As the color for nobility, power, and ambition, purple combines the calm stability of blue and the energy of red.

Purple also signifies wisdom, peace, and independence, qualities that WizeFi hopes to give to our users. When it’s important to signify WizeFi brand equity to our users, WizeFi’s purple is the core color to be used in conjunction with the rest of the primary palette.

The primary palette serves as a foundational color scheme that works across all of WizeFi. When combined with the secondary palette, these colors will anchor and balance color expressions.

Secondary colors work best as highlights, accents, or shadows for hover actions. They should not be used as a dominant color–especially red hues.

Within our software, we use color to signify something specific. For a full guide of what each WizeFi color means to our brand, see page 13.

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ColorPrimary Palette

Secondary Palette

Dark Purple#8E44AD

Dark Blue#2980B9

WizeFi Green#2ECC71

Dark Green#27AE60

WizeFi Yellow#F5C203

Dark Yellow#F89A03

WizeFi Red#EE4C38

Dark Red#C63B27

Darker Backgrounds#2C3E50

WizeFi Purple#9b59B6

WizeFi Blue#3498D8

Dark Backgrounds#34495E

Light Background#ECF0F1

Line Color#95A5A6

Darker Lines#7F8C8D

13 The WizeFi Brand

Color SignificanceThe WizeFi purple is our dominant color. It signifies the future and achievement–in other words, it represents what the user can achieve with WizeFi.

Yellow is used to represent the affiliate program. When WizeFi shows projections, yellow represents the user’s potential with WizeFi affiliate income.

Within the software, blue is used as the color that represents the present. It shows where the user is coming from while using WizeFi.

Red is used sparingly throughout the software and should be used sparingly in brand communications. It’s usually used to tell the user he or she did something wrong.

Grey signifies your past performance. When WizeFi shows projections, grey represents what your path would have been before WizeFi.

The WizeFi green is used as an action button color and signifies progress. Traditionally, green means “go”, so if a button or symbol is green within the WizeFi software, it’s clickable.

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TypographyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvqxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvqxyz

Helvetica Neue Thin

Helvetica Neue Light

Helvetica Neue Regular

Helvetica Neue Medium

Helvetica Neue Bold

The primary typeface for all WizeFi communications, Helvetica Neue, is made up of six weights: Extra Light, Thin, Light, Regular, Medium, and Bold. For each weight, there is also an Italic version.

The majority of WizeFi communications should be set in Helvetica Neue Thin. Heavier weights serving as heads, subheads, or in creative typographic applications. Main headings should be set in Helvetica Neue Bold. Communications should not use Extra Light as it is too thin to be a legible text across all devices.

When type is used correctly, it will lead users to the correct information first, and maintain a sense of order, clarity, legibility, and structure throughout your written communication.

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TypographyAll leading is not equal. As a general rule, the smaller the point size, the larger the leading. The tracking for Helvetica Neue can generally be set to 0.

By employing consistent hierarchy, the readability of your communication becomes more clear and meaningful.

Infusing color into typography clarifies both informational hierarchy and information. Plus, it elevates your communication with personality and style.

9 PT. / LEADING: 13 PT. / TRACKING: 0

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DIFFERENT POINT SIZES / SAME WEIGHTS

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SUBHEAD/BODY COPY IN BLACK

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SUBHEAD IN COLOR / BODY COPY IN BLACK

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SAME POINT SIZES / DIFFERENT WEIGHTS

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CONSISTENT POINT SIZE / IN-LINE DIFFERENT WEIGHTS

WizeFi Wealth-Building System

13 PT. / LEADING: 16.9 PT. / TRACKING: 0

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20 PT. / LEADING: 24 PT. / TRACKING: 0

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Leading/Tracking Hierarchy Color

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Imagery & IconsSection 3:

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CharactersThe WizeFi characters are used to represent people in our animated videos. All colors can be manipulated to create different versions of each character.

The WizeFi characters may also be used in infographics and other design elements. Full design files can be found in the Design Assets folder of the WizeFi Google Drive.

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Imagery GuidelinesStill or in motion, WizeFi imagery should depict real people in real situations in real environments. Our images are never cliche or contrived. Our photographers use a photojournalistic eye to capture pure moments in the lives of people and their interactions with the world.

When capturing images to use in WizeFi communications, never lose sight of the WizeFi promise. All images should relate to our mission: we are a start-to-finish wealth building system.

When displaying visual representations of our software, always place software screenshots into a mockup of a white iPhone or desktop computer. Make sure product representation

is always clear and engaging. Remember, a picture is worth a thousand words. When using imagery, make sure it is of the highest quality and always relates to overall communication goals.

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Video StylingVideos are a large part of the communication WizeFi releases. There are many aspects to consider as far as video appearance, but here are some general guidelines.

WizeFi employees represented in video should always look clean, healthy, and groomed. The topic of the video determines outfit choice. For entertainment content, casual dress is sufficient. For real financial information, business casual dress such as a collared shirt is recommended.

Our scripts or settings will never draw attention to the personal socioeconomic status of any WizeFi representative. However, our videos should give off the idea that all WizeFi employees lead personally healthy

financial lives. We do this by looking clean, healthy, and groomed.

Clothing brands besides official WizeFi apparel should never be visible in video. This means no little Abercrombie moose graphic, and no “Cal Poly” graphic on t-shirts.

WizeFi content is exciting to watch, and is able to combine information with entertainment. Don’t be afraid to let your fun personality shine through the script. We hire enjoyable people, so let your enjoyable-ness show!

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VoiceSection 4:

21 The WizeFi Brand

Our Target ConsumerAmbitious Annie While Ambitious Annie by no means sums

up all of the types of people who can benefit from the WizeFi Wealth-Building System, she is the person our initial marketing communication will target most.

Age & DemographicsAnnie is a mother and a wife, somewhere between the ages of 30 and 40. She has children, the youngest of which is between the ages of 5 and 15. She lives in the suburbs and her husband is the primary breadwinner. She and her family live average lives–living in not the biggest house on the block, but also not the smallest.

Financial SituationAlthough her husband is employed with a stable job, Annie’s household probably has

around $10,000 worth of debt and less than $200,000 in investments.

PsychographicsAlthough Annie is a loving mother and wife, she has an entrepreneurial spirit. Her friends describe her as always looking for a new opportunity, and she is very capable of taking action to make things happen for herself.

Right now, she’s looking for a way to make the most of her money, or make more money. This is key: she’s already looking. She may have considered driving for Uber or starting a blog.

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Tone of VoiceAs a company built around people, the WizeFi tone of voice is always human and plain-speaking.

Our voice is familiar, friendly, and straightforward. We prioritize helping people live their best financial lives and educating people without any hint of condescension.

Although the information we convey might not always be simple, it is always explained in the simplest terms. If your grandma can’t understand it, we haven’t done our job.

Humor is an important part of the WizeFi voice. We don’t tell knock-knock jokes, but rather use tasteful and tactful wit to entertain our readers.

Although our tone is informal, we value being clear over being entertaining. Never go out of your way to include a joke–forced humor is worse than no humor at all.

We believe people learn when you can attach new information to familiar information. Wherever possible, include relatable and amusing analogies.

SoftwareAffiliate MarketingShareChange the worldMembers

Words We Like

NetworkDownlineMulti-Level MarketingPyramidAppSubscribers

Words We Don’t Like

23 The WizeFi Brand

Grammar & MechanicsUse sub-headlines.Although we might like to think our readers will pour over our every word, most people skim. Group similar ideas together and use descriptive headings and subheadings.

Use the inverted pyramid.Create an informational hierarchy by leading with the most important point or piece of content in sentences, paragraphs, sections, and pages.

Be concise. Use short words and sentences. Take away unnecessary adjectives. Delete anything that doesn’t immediately support your point.

Use active voice. In active voice, the subject of the sentence

does the action. In passive voice, the subject of the sentence has the action done to it.

Active voice helps our written content be easily digestible.

Use contractionsThey’re informal and give your writing the friendly tone we’re looking for. In most cases, use them as you see fit.

Limit abbreviationsDon’t use abbreviations for technical jargon unless made very clear.