Web Designer Brand Book

CONTENTS This brand standards document
explores the message, visuals, and
expression of your brand.
1. Brand Message
2. Design & Visuals
3. Words & Content
4. Live Your Brand
BRAND GUIDELINES TONI’S WEB DESIGN

MOO DB OAR D
The moodboard was
curated to express the
“mood” of the brand
and to inspire the visual
decisions. The vibe we
are going for is clean
black and white (and
white space) mixed
with high-contrast, ﬁery
pops of color.

POSITION
CORE I DEA
I offer personal website design and support for small
businesses.
YOUR G OAL
I give clients the website experience that they
deserve. I am invested personally in creating a
partnership that beneﬁts both of us. I’ll only do right
by my clients, even if it takes longer and costs me
more.
HOW YOU AR E D I FF ER ENT
I offer a no-compromise partnership. When other
agencies are outsourcing across the globe, I keep
everything in-house. I don’t hide behind an agency or
generic brand. You’ll be working directly with me.
W HAT YOU D EL IVER
The outcome of my work with clients results in new
websites, SEO strategies, and web support.
brand message
1

PERSONALITY
LOVER & H ERO
PERS ONALI T Y AR CH ET YP E
Your personality is built from extreme
contrasts: love and vulnerability on one side,
ﬁerce competitiveness and “protector” on the
other side. Every element of your brand should
reﬂect these two extremes. There is no wishy-
washy middle with you.
When your ideal clients encounter your brand,
they FEEL: excited, taken care of, protected,
engaged, involved, and secure.
You are:
• Direct
• No-nonsense
• Fiercely caring
• Loud
• Passionate
• Strong-willed
• Relationship-driven
brand message
1

POINT OF
VIEW
NO BU LLSHI T
I’m a big softy for my clients, but I have a clear no bullshit
policy. I believe in doing what you’ll say that you’ll do and
respecting each other. I only work with clients who believe
the same thing.
SER VICE Y OU DESERVE
It’s a little frightening to know the process that some web
‘professionals’ use to create websites for clients. They
outsource all of the work and do the bare minimum to get
paid. I think you deserve so much better. I want my clients to
not only be happy, but I want to make them happy the
RIGHT way.
I’ M AN EXPERT , YOU’ RE AN EXPERT
Web design is my passion… it lights my fire. I know that you
feel that way about your work, too. When we partner
together, I’ll be your expert in design. You can trust me to
keep your best interests at heart.
DEFEND THE U NDER DOG
Small businesses can get the short end of the stick from big
service providers. I feel sorry for the clients in those
situations because they have no clue that their sites are
being hacked together by a bunch of half-wits. Yeah, I said it.
Lucky for you, I know what being a small business is like, (I
am one!) so I tailor my service to your needs.
brand message
1

S E R V I C E Y O U
D E S E R V E
manifesto

UNFAIR
ADVANTAGE
Y OUR ‘ UNFAI R
ADVANT AG ES’ ARE YOUR :
• Natural passion and conviction for your work.
Don’t dull your voice to appeal to more
people. Your strong opinions will draw the
right people in.
• End-to-end skill set. You are able to guide
your clients through the whole process from
design to development to maintenance,
which will strengthen your relationship with
each client.
• Attention to detail. Your clients will feel
cared for when you point out the detail in
your process, designs, and work.
brand message
1

LOGO
visual identity
Your main logo communicates the
contrast in your brand. The script is
feminine and warm (and red hot!) The
sans serif below is strong and masculine.
The “t” mark is a simple option for
watermarking a design or for using as your
favicon.
2

PRIMARY
COLORS
visual identity
Your primary brand colors are bold,
ﬁery, and energetic - just like you. They
are unapologetic and high contrast. To
balance these bold colors, your brand
will employ the use of lots of white
space in between.
#cc0000
20% 40% 60% 80%
#ff6600 #00a1b0
20% 60% 20% 60%
2

SECONDARY
COLORS
visual identity
The secondary colors offer some
neutral balance to your color palette.
The dark grey and off-white are great
options for text colors and
background colors. Again, we’ll use
lots of white space.
#464646 #e5e0dc #ffffff
2

TYPOGRAPHY
HEADLINES:
MONTSERRAT BOLD
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
!@#$%^&*()
visual identity
Body: Montserrat Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
The fonts used in your designs echo the same
contrast that is found in the logo. There is the
contrast of bold and light, simple and
decorative. The Flamingo Script accent should
be used sparingly to keep readability high.
accent: flamingo
abcdefghijklmnopqrstuvwxyz
2

FONTS IN
ACTION
HEADLINE LEVEL 1
This is a description paragraph. It explains the purpose of
the page and describes the title to the left.
1. Example
2. Example
3. Example
4. Example
“This is a quote from a very impressive person.”
-IMPORTANT PERSON
HEADLINE LEVEL 2
This is a description paragraph. It explains the purpose of
the page and describes the title to the left. This is a
description paragraph. It explains the purpose of the
page and describes the title to the left.
• Example
• Example
• Example
visual identity
Headline 1 color: #cc0000
Headline 2 color: #ff6600
Main font color: #464646
Links: #00a1b0
2

IMAGE
DO’S
visual identity
Pictures that help illustrate your process and
all of the work that goes into each client.
Close up images of people using
computers, phones, etc. These are people
searching for your clients businesses!
Images of you, the expert. (Note:
placeholder image until your
photoshoot is complete!)
Images of people with their technology to
allude to the idea that it’s an integral part
of our lives. This is a necessary part of
business, now.
When choosing images for your
brand, pick ones like these. Keep
your brand consistent and add
balance to the hot color scheme
by using black and white images.
2

IMAGE
DON’TS
Color images Vector-based or clip art that is
impersonal
Images of people outside of the
technology/work context
Stock images that are literal at the
expense of making an emotional
connection to the work
When choosing images, avoid
ones like these.
visual identity
2

ICONS
The icons in your brand colors
give us a visual way to explain
different pieces of your process.
They also offer pops of color
that we can use on a white
background.
visual identity
2

TONE OF
VOICE
Content and communication from your brand should
sound like you are talking to a good friend. You are your
client’s equal and you don’t hide behind
“professionalism” at the expense of being personal.
Relationships are built on honest communication and
your client relationships are your top priority.
ALWAYS speak in the singular first person. Swear
occasionally.
Speak like you talk.
Y OU’ LL SOU ND:
• Direct
• Convicted
• Honest
• Attentive
• Personal
• Opinionated
• Passionate
NOT :
• Formal
• Generic
• Polite
• Reserved
brand communication
3

WORD
BANK
• No bullshit
• Support
• Partnership
• Partner with me
• Get to know me
• Let’s do coffee
• You deserve
• Let’s do this
• I don’t do anything half-assed
• Half-wits
• Freaking
• Yeah, I said it.
brand communication
3

TAGLINE
DESIGN YOU deserve
OTH ER OPTI ON S
• NO BULLSHIT WEB DESIGN
• YOUR WEB PARTNER
• YOUR PERSONAL WEBSITE EXPERT
• CUSTOM WEBSITES & SUPPORT
brand communication
Your tagline is a “catch phrase”
that describes your work to
others at a glance. It can also
be used as your main headline
on your website.
3

STORIES
LOW T O HIG H ORI GI N STORY
Paint the picture of how you’ve been a faceless cog in
the agency website machine, but you knew that clients
deserved better. Now, you offer clients a personal and
involved experience.
SH OW OFF Y OU R C LI ENT
RELAT IONSHIPS
When you are working with clients, share your process
and celebrate them as often as you can. Show them off
on social media and on your blog to show that you care
about your clients deeply.
W HY & HOW, NOT JU ST W HAT
When you are explaining your services or teaching a
subject on the blog, always include the why and how.
The what is generic. The why and how are your personal
point of view on the topic.
GE T PERSONAL
Tell personal stories on your blog (voice record them to
your writer if you need to.) People need to get to know
YOU personally.
brand communication
3

ACTION
STEPS
U PDAT E YOU R WEBSI TE &
EXISTI NG DESIG NS
Use the new brand fonts, logo, colors, etc to update all
of your brand touch points. This will be our next step!
COMPLET E Y OUR PERSONAL
BRAND PHOT OSHOOT
Update your website and social media platforms with
new photos that show more of your personality/
environment.
CREAT E Y OUR LEAD
G ENERAT ION PDF
Work with your writer to create a piece of content that
you gift to new email subscribers. Focus on what people
need to know right before they hire you.
W RIT E AN EM AIL
AUT OR ESPONDER SEQU ENCE
Write a series of 3-5 emails that introduces new
subscribers to you and your brand. Include a look into
your process, what you believe, a bit about your
personal background, and how they can partner with
you.
brand communication
4

BRANDEMIES
IDEA ENEMI ES
• People who don’t respect the “equal partner
relationship” that you build (bad clients,
micromanagers, etc.)
• Small businesses who get taken advantage of
by big web design agencies.
• Working outside of your zone of genius — you
should always be passionate about the work.
NOT T O DO LIST
• Post generic educational content that could be
found on any web designer’s blog. Your
content should be highly opinionated and
strong.
• De-personalize or “tone down” any aspect of
your business.
I AM NOT
• A contractor or freelancer. I’m an expert, and
your equal.
• For everyone. Strong words and opinions may
turn some people off, but I only want to work
with people I love.
brand communication
4

Q U E S T I O N S ?
kaye@kayeputnam.com

Web Designer Brand Book

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