Style Guide
Defining brand voice and guidelines from the ground up
Year
2023–2024
Summary
I created a comprehensive, multi-document style guide to standardize brand voice across copy, design, and partner collaborations.
Company
NexiGo
Style Guide
Defining brand voice and guidelines from the ground up
Year
2023–2024
Summary
I created a comprehensive, multi-document style guide to standardize brand voice across copy, design, and partner collaborations.
Company
NexiGo
Defining brand voice & guidelines from the ground up
As a small business with early growth driven primarily by engineers and customer support agents, NexiGo operated for years without any formal style guide. After 4 years, the marketing team was growing and we began encountering issues with brand consistency.
Different video editors and designers were using different fonts. No one was fully clear on whether the brand color was red (like the logo) or teal (like the website header). We didn’t know what to do when the logo was too large and awkward on the page.
In short, the content we were producing didn’t seem like it was coming from the same place.
As a small business with early growth driven primarily by engineers and customer support agents, NexiGo operated for years without any formal style guide. After 4 years, the marketing team was growing and we began encountering issues with brand consistency.
Different video editors and designers were using different fonts. No one was fully clear on whether the brand color was red (like the logo) or teal (like the website header). We didn’t know what to do when the logo was too large and awkward on the page.
In short, the content we were producing didn’t seem like it was coming from the same place.
My role
I was the primary creator of the brand guidelines and writing style guide. My contributions included:
I was the primary creator of the brand guidelines and writing style guide. My contributions included:
Running a discovery workshop with the creative team to align on brand values before putting anything on paper
Creating the guidelines for writing and graphic design
Formatting the guideline documents
Introducing the new guidelines to the team
Maintaining and updating documents as needed
Running a discovery workshop with the creative team to align on brand values before putting anything on paper
Creating the guidelines for writing and graphic design
Formatting the guideline documents
Introducing the new guidelines to the team
Maintaining and updating documents as needed
I worked closely with a colleague on the video production team to develop video editing guidelines, including templates, transitions, title cards, caption guidelines, and thumbnails (not featured in this case study).
The end result was an ecosystem of living documentation that all worked together to tell the same story.
I worked closely with a colleague on the video production team to develop video editing guidelines, including templates, transitions, title cards, caption guidelines, and thumbnails (not featured in this case study).
The end result was an ecosystem of living documentation that all worked together to tell the same story.
Brand Guidelines
The brand guidelines encompass all assets tied to visual identity. Here is a selection of those assets.
The brand guidelines encompass all assets tied to visual identity. Here is a selection of those assets.
Colors & accessibility
When it came to color, I knew I wanted to establish our brand colors from a contrast and accessibility perspective.
Poor contrast was a common issue to surface during critique, so I knew there needed to be a brief explanation of Web Content Accessibility Guidelines (WCAG). That's why I opened the color section of the brand guidelines with a color key.
When it came to color, I knew I wanted to establish our brand colors from a contrast and accessibility perspective.
Poor contrast was a common issue to surface during critique, so I knew there needed to be a brief explanation of Web Content Accessibility Guidelines (WCAG). That's why I opened the color section of the brand guidelines with a color key.
Establishing the color key early made it possible for me to put a lot more data in a limited amount of space. Each color swatch featured a HEX code, an accessibility rating, and guidance on appropriate usage.
Color selection was a process of curation rather than creation. I pulled inspiration from our previous work and marketing materials from similar products to define our brand colors.
Establishing the color key early made it possible for me to put a lot more data in a limited amount of space. Each color swatch featured a HEX code, an accessibility rating, and guidance on appropriate usage.
Color selection was a process of curation rather than creation. I pulled inspiration from our previous work and marketing materials from similar products to define our brand colors.
I created pages for each of our product lines with unique, cohesive color palettes.
I created pages for each of our product lines with unique, cohesive color palettes.
Each page came with curated examples to show that color palette in use, which I continuously updated as new on-brand graphics were created.
Each page came with curated examples to show that color palette in use, which I continuously updated as new on-brand graphics were created.
Logo guidelines
The NexiGo logo is tall, angular, and bottom-heavy. It was difficult to fit into small places, which led some people to try and separate the triangle portion of the logo from the text. Separating the elements weakened brand recognition and diluted the visual identity.
In order to remedy the issue, I standardized our logo options into three variations that had already been successfully in use.
The NexiGo logo is tall, angular, and bottom-heavy. It was difficult to fit into small places, which led some people to try and separate the triangle portion of the logo from the text. Separating the elements weakened brand recognition and diluted the visual identity.
In order to remedy the issue, I standardized our logo options into three variations that had already been successfully in use.
Each logo variation comes with its own guidelines for spacing, color palette, and appropriate use.
Each logo variation comes with its own guidelines for spacing, color palette, and appropriate use.
Writing Style Guide
The writing style guide comprises all rules for written communication: voice, style, grammar choices, and definitions.
The writing style guide comprises all rules for written communication: voice, style, grammar choices, and definitions.
Brand voice discovery
During an early workshop with the marketing team, I asked participants to describe the brand in their own words. These conversations helped me identify recurring themes and ultimately shape the four voice pillars used throughout the guidelines.
One recurring theme was dependability and trust. Leadership placed a strong emphasis on technical support and educational resources, so dependability became a core part of how we wanted the brand to be perceived.
During an early workshop with the marketing team, I asked participants to describe the brand in their own words. These conversations helped me identify recurring themes and ultimately shape the four voice pillars used throughout the guidelines.
One recurring theme was dependability and trust. Leadership placed a strong emphasis on technical support and educational resources, so dependability became a core part of how we wanted the brand to be perceived.
Tone & voice examples
I gave examples of the brand voice in action. This included a breakdown of what each voice quality means, dos and don’ts, and copy excerpts.
Rather than giving abstract descriptors, I grounded each voice quality in real copy examples.
As a dependable brand, I gave details on how to give clear and complete answers that didn't gatekeep information just because it came from another source.
I gave examples of the brand voice in action. This included a breakdown of what each voice quality means, dos and don’ts, and copy excerpts.
Rather than giving abstract descriptors, I grounded each voice quality in real copy examples.
As a dependable brand, I gave details on how to give clear and complete answers that didn't gatekeep information just because it came from another source.
Writing style decisions
I drew inspiration from the Microsoft Style Guide and gave pointers on how to achieve that same minimalist, accessible language.
I drew inspiration from the Microsoft Style Guide and gave pointers on how to achieve that same minimalist, accessible language.
I also provided tips for writing longform articles to make them scannable.
Nielsen & Norman Group found that most people scan in an F-shaped pattern, so I included tips on how to write in a way that maximizes the amount of relevant info people glean from our content in a few seconds.
I also provided tips for writing longform articles to make them scannable.
Nielsen & Norman Group found that most people scan in an F-shaped pattern, so I included tips on how to write in a way that maximizes the amount of relevant info people glean from our content in a few seconds.
In this section, I also provided details on information hierarchy and how to format regular lists and bullet points or tables to make them more readable.
In this section, I also provided details on information hierarchy and how to format regular lists and bullet points or tables to make them more readable.
Grammar & abbreviations
To reduce inconsistencies across marketing materials, I documented common grammar, capitalization, and formatting standards.
Rather than creating new rules, I aligned the guide with established style conventions and tailored them to NexiGo's products and content needs.
The section included guidance on title case, sentence case, units of measure, abbreviations, and product naming conventions.
To reduce inconsistencies across marketing materials, I documented common grammar, capitalization, and formatting standards.
Rather than creating new rules, I aligned the guide with established style conventions and tailored them to NexiGo's products and content needs.
The section included guidance on title case, sentence case, units of measure, abbreviations, and product naming conventions.
By documenting these standards in one place, the team could spend less time debating formatting choices and more time focusing on clear, effective communication.
By documenting these standards in one place, the team could spend less time debating formatting choices and more time focusing on clear, effective communication.
Spelling guide & glossary
I provided a glossary with common misspelled words and definitions.
The spelling guide clarified how to spell common tech phrases, which solved an issue where half the team was advertising our controllers as having “joysticks” while the other half called them “thumbsticks”.
I provided a glossary with common misspelled words and definitions.
The spelling guide clarified how to spell common tech phrases, which solved an issue where half the team was advertising our controllers as having “joysticks” while the other half called them “thumbsticks”.
In the glossary of terms, I defined some niche terminology used at NexiGo, and linked to similar topics. This helped differentiate between generic "lumens" and industry-standard "ANSI Lumens", terms which were often used like they were interchangeable.
In the glossary of terms, I defined some niche terminology used at NexiGo, and linked to similar topics. This helped differentiate between generic "lumens" and industry-standard "ANSI Lumens", terms which were often used like they were interchangeable.
Document organization
This document was composed in Google Docs with extensive document tabs and table of contents to help people find what they’re looking for.
Using the organization features in Google Docs, I could make a style guide that was easy to search without the resource cost of a dedicated microsite like those maintained by Microsoft, AP, or Duolingo.
This document was composed in Google Docs with extensive document tabs and table of contents to help people find what they’re looking for.
Using the organization features in Google Docs, I could make a style guide that was easy to search without the resource cost of a dedicated microsite like those maintained by Microsoft, AP, or Duolingo.
Rollout & Adoption
A style guide nobody reads is just a document. To make these guidelines useful, I built a rollout plan that included a workshop presentation, a documentation hub, a quick reference guide, and external partner materials.
A style guide nobody reads is just a document. To make these guidelines useful, I built a rollout plan that included a workshop presentation, a documentation hub, a quick reference guide, and external partner materials.
Brand voice workshop & presentation
As a way of rolling out the brand voice, I ran a workshop with this presentation. I gathered the marketing team to get everyone on the same page for what our brand voice is, and how it can be expressed in our work.
I posed the question to my teammates: can you think of other examples from your own work? The discussion surfaced new examples and helped me refine the brand voice guidelines before finalizing them.
As a way of rolling out the brand voice, I ran a workshop with this presentation. I gathered the marketing team to get everyone on the same page for what our brand voice is, and how it can be expressed in our work.
I posed the question to my teammates: can you think of other examples from your own work? The discussion surfaced new examples and helped me refine the brand voice guidelines before finalizing them.
Documentation hub
For this project I created multiple documents, and in order for people to use them, they had to be easy to find.
I created this documentation hub with easily-recognizable icons that linked to individual sources. The hub included:
For this project I created multiple documents, and in order for people to use them, they had to be easy to find.
I created this documentation hub with easily-recognizable icons that linked to individual sources. The hub included:
HR policies
Equipment lists
Tutorials for using software & equipment
Templates for emails, contracts, and reports
HR policies
Equipment lists
Tutorials for using software & equipment
Templates for emails, contracts, and reports
Collaborator assets
I also created a branding quick guide to distribute to external partners including Linus Tech Tips and The Portland Timbers. This ensured that we would have consistent brand representation across collaborations.
I also created a branding quick guide to distribute to external partners including Linus Tech Tips and The Portland Timbers. This ensured that we would have consistent brand representation across collaborations.
Outcome
Soon after implementing the new brand guidelines, our content became more cohesive. For the first time, designs across the team shared a consistent visual language.
It also became easier to onboard new hires and get them up to speed.
Soon after implementing the new brand guidelines, our content became more cohesive. For the first time, designs across the team shared a consistent visual language.
It also became easier to onboard new hires and get them up to speed.
Giveaway Flyer (Before)
Giveaway Flyer (After)
Product Catalog (Before)
Product Catalog (After)
Instagram Carousel (Before)
Instagram Carousel (After)
