BRAND STYLE GUIDE & S T R AT E G Y M A N U A L
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THE GOAL To succesfsuly merge your services as a makeup artist and virtual assistant. The main challenge is to create a brand that appeals and engages your dream clients for the both services, targetting mostly the overlap between the two. To build up a business over the next year that shows not only great potential for a profitable future, but that highlights which area of your services you can allow to become your primary focus.
DREAM CLIENTS While you dream clients are a bit different for each componenet of your business, you’d like to target them separately as well as the overlap. These clients are primarily women, aged mid 20’s to early 40’s who place a high value on fashion, trends and reaching their own versions of success. For some it is a highly polished and ‘put-together’ appearance, in general but most especially for occasions that have them socialising within their industry or amongst their peers. They have reached or are working towards professional success on their own terms with their own freelance or side business and need administrativ and/or social media assistance. While they may not have the business funds to secure a full-time employee they realise the value hiring out can have and are willing to contract the work to a fellow female entrepreneur.
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S U C C E S S F U L LY M E R G E YOUR SERVICES AND C R E AT E A B R A N D T H AT E N G A G E S A N D AT T R A C T S YO U R D R E A M CLIENTS MAIN GOAL
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YO U R CO M PETITI O N While you have competition in the MUA and VA fields, local and internation respectively, no other business are offering both services. The challenge is to use that to your advantage and target the overlap of clients who place a high value on both your sets of skills.
YO U R U S P You have unique business model, offering 2 services previously unrelated. In finding the right clients and building a relationship with them, they could make use of you as an MUA and VA. You have an extensive business administration background with plenty of experience in creating process and systems with the ability to creatively solve problems and manage several tasks. Your business manner means you are able to deal with your clients’ suppliers and customers with the same level of respect and professionalism they would. With regards to the MUA side of your business, your passion makes you a treat to work with, allowing your clients to learn and engage with you in this creative field.
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BRAND WORDS BESPOKE
MINIMALIST
S O P H I S T I C AT E D
METHODICAL
TRENDY
RELIABLE
CHIC
I N N O VAT I V E
POLISHED
DRIVEN
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I N S P I R AT I O N FINAL
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LOGO PRIMARY LOGO
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LOGO A LT E R N AT E L O G O
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LOGO SUBMARKS
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LOGO DO’S
When the primary logo is on a white background, When the primary logo is on a colour background, it is a 50% tint of that colour. it is shown in the above colours.
LOGO DO NOT’S
The primary & alternate combination mark logos are never shown in one colour, except the greyscale version, when on a white background.
The primary & alternate logos are never shown off-balance or rotated.
When the primary & alternate logos are on a very light background colour, it is shown in it’s original form.
The primary & alternate logos are never white or black on a colour background.
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R E P E AT PAT T E R N S 1 | MONOGRAM
2 | GEOMETRIC
3 | BRUSH
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TEXTURES 1 | MARBLE
2 | GEM / QUARTZ
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FONTS
1 | H E A D L I N E
Uppercase only; Tracking 100
M U S EO SANS DISP LAY ABC D E FG H I J KL M N O P Q R STU V W X Y Z 01 23 45678 9 0
2 | S U B - H E A D
Tracking 100-150
RA L EWAY S E M IB OLD ABCDEFG HIJKLMNOP Q RSTUV W X Y Z ab cdefghijklmnop qrstuv w x y z 01 23 456789 0
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FONTS
3 | B O D Y C O P Y
Tracking 50-150
OXYGEN REGULAR ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz 0 12 3 45 678 9 0
2 | A C C E N T
Storyteller Script abcdefghijklmnopqrstuvwxyz 01234567890
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COLOURS 1 | P R I M A R Y
Used on website & business stationery
#D3A1A7
#DFCDCE
#A6AAAE
#424347
C16M40Y24K0
C6M15Y9K5
C37M27Y26K0
C69M62Y56K43
R211G161B167
R223G205B206
R166G170B174
R66G67B71
2 | S E C O N D A R Y
Used in blog graphics, photographs and other items
#4E2951
#978C9A
#E2E2E2
C71M90Y39K34
C44M43Y30K1
C10M7Y8K0
R78G41B81
R151G140B154
R226G226B226
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PHOTOGRAPHY The photography style for Lacquered Living is light and clean, with a modern and luxurious aesthetic. Use this style for blog post graphics and Instagram. I reccommend PicTapGo for on-the-go phone editing to achieve this well-light look. Don’t be shy to use an abundance of floral & lifestyle images as well as stationery & device shot to highlight both aspects of your business and how they can overlap.
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S TAT I O N E RY BUSINESS CARDS
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S TAT I O N E RY INVOICE
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BLOG GRAPHICS
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M A I L C H I M P T E M P L AT E
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