WAX Brand Guide

BRAND GUIDE SUMMER 2021

Purpose

Vision

We Believe

To build an equity crowdfunding platform that is entertaining, educational, and treats the investor like a hero.

An engaging investor experience can create informed, passionate investors who will be champions for a curated group of entrepreneurs.

... in the investor ... in the entrepreneur ... the bold breakdown the barriers.

Brand Voice

Core Values

Brand Positioning

We are your smart older sibling who’s had a few financial wins in the market and wants to help you do the same. We respect you, care about you, and want to help you get ahead.

For too many years profitable investment opportunities were hidden behind a vale of exclusivity.

It’s high time the public make its way into private markets.

The interested investor has replaced the institutional investor.

We serve interested investors by offering equity crowdfunding experiences through startup investment opportunities conveyed through engaging story and content.

Small bets can become big moves.

BRAND ARCHITECTURE W A X

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PRIMARY:

SECONDARY:

The Pioneer

The Creator

The Pioneer craves adventure and wants to discover

The Creator is the artist with a boundless imagination.

the world for themselves. They are independent,

They’re visionaries who use their skills and talents to

ambitious and spiritual. The Pioneer stays current

represent the world in a new unique way. They hunger

with trends and encourages individual initiative to

for innovation, creativity, and perfection. Creators dig

help people grow. They create products and services

into their industry to create covet-worthy products

that promote individuality, excitement, and a way

and services.

to experience new things. Customers of the Pioneer embrace brands that promote freedom and discovery, especially those that let the customer embark on a journey with them.

BRAND ARCHETYPE

WAX

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We are WAX, A curated equity crowdfunding platform.

We are wealth, adventure, and experience.

We are a response to years of exclusivity and opacity.

We are small bets and big moves.

We believe the interested investor has replaced the institutional investor.

And it’s high time the public make its way into private markets.

We believe in the entrepreneur.

We believe in the investor.

We believe change comes to the challengers.

WE ARE WAX.

Add venture to your life.

BRAND MANIFESTO

WAX

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WORDMARK W A X

5

WORDMARK WITH TAGLINE W A X

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S E AFOAM

MINT

IVY

NIGHT

BLAZE

CITRUS

SEA

RGB: 236 241 244

RGB: 148 198 175

RGB: 80 119 102

RGB: 34 73 61

RGB: 239 68 56

RGB: 245 162 124

RGB: 121 165 168

CMYK: 6 2 2 0

CMYK: 43 6 36 0

CMYK: 71 37 62 16

CMYK: 85 73 51 53

CMYK: 0 89 84 0

CMYK: 1 43 51 0

CMYK: 56 23 32 0

HEX/HTML: ECF1F4

HEX/HTML: 94C6AF

HEX/HTML: 507766

HEX/HTML: 222D3D

HEX/HTML: EF4438

HEX/HTML: F5A27C

HEX/HTML: 79A5A8

PRIMARY COLORS

BRAND COLORS W A X

ACCENT COLORS

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Always ensure there’s enough contrast with the logo on brand colors. WAX logo should NOT appear on an accent color.

LOGO COLOR USAGE W A X

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50% of logo height

100% of logo height

LOGO CLEAR SPACE W A X

9

The integrity of the WAX logo must be respected at all times. Do not stretch, re-color or otherwise manipulate it.

Any modification of our logo confuses its meaning and diminishes its impact.

Never link other elements, including names, logos or symbols, to the logo.

Do NOT do the following: 1. Pair brand icon with logo 2. Modify colors within the logo 3. Use logo in unapproved colors 4. Rearrange elements within logo 5. Use logo on accent color 6. Tilt, stretch or flip logo 7. Use logo on a busy background

LOGO USAGE RULES W A X

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Canela (Family)

Poppins (Family)

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

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

01 02 03 04 05 06 07 08 09

01 02 03 04 05 06 07 08 09

Commercial Type Foundary

Adobe Font

BRAND FONTS W A X

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Calluna (Family)

Poppins (Family)

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

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

01 02 03 04 05 06 07 08 09

01 02 03 04 05 06 07 08 09

Adobe Font

Adobe Font

BRAND FONTS (WEB/FREE) W A X

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HEADLINE STYLE

Neque porro quisquam est qui dolorem ipsum Vivamus in dolor sit amet erat pulvinar fringilla a vitae eros.

Mauris dapibus ante nec sapien elementum

Callout Style Poppins Bold

Headline Style Canela Regular

Subhead Style Poppins Bold

mi bibendum. Integer ac lacinia ante, non cursus ligula. Integer nec metus id neque luctus tristique a quis ligula. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut at molestie magna, ac placerat sapien. Quisque mollis lorem quis mi tristique, sed

aliquam mi ullamcorper.

Style 1

FONT USAGE / HIERARCHY W A X

Vivamus in dolor sit amet erat pulvinar fringilla a vitae eros. Mauris dapibus ante nec sapien elementum

Headline Style Poppins Regular

Subhead Style Canela Medium

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras pellentesque nisi nec nisi mollis, et congue

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras pellentesque nisi nec nisi mollis, et congue

Neque porro quisquam est qui dolorem ipsum

mi bibendum. Integer ac lacinia ante, non cursus

Body Copy Poppins Regular

ligula. Integer nec metus id neque luctus tristique a

Body Copy Poppins Regular

quis ligula. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut at molestie magna, ac placerat sapien. Quisque mollis lorem quis mi tristique, sed

aliquam mi ullamcorper.

LEARN MORE

Button Style Poppins Bold

Style 2

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BRAND ICON W A X

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The WAX Brand Icon should only be used as a stand-alone symbol/icon on WAX branding and social profiles. It should never appear with the WAX wordmark except for approved brand patterns (see next page).

Do NOT do the following: 1. Pair brand icon with logo 2. Modify colors within the Brand Icon 3. Rearrange or modify elements within logo 5. Create unapproved brand patterns with Icon 6. Tilt, stretch or flip logo 7. Pair unapproved container shapes with icon

BRAND ICON USAGE W A X

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Full Color

BRAND PATTERN W A X

Reversed Pattern

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Full Color

BRAND TEXTURE W A X

Tonal/Watermark Pattern Options

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LIFESTYLE BRIGHT LIGHT BACKGROUND HIGH CONTRAST YOUNG ASPIRATIONAL STYLISH PORTRAIT/CLOSE-UPS

LIFESTYLE PHOTO STYLE W A X

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PRODUCT BRIGHT PRODUCT-FOCUSED PEOPLE + PRODUCT WHIMSICAL FUTURISTIC

LIFESTYLE PHOTO STYLE W A X

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WEBSITE ART DIRECTION W A X

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Hello,

Hello,

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KEVIN MORRIS

Kevin Morris, Chief Financial Officer

Chief Financial Officer

123-456-7890 | kevin@waxurl.com

123-456-7890 | kevin@waxurl.com

WAX By Wavemaker

WAX By Wavemaker

Text-Only

EMAIL SIGNATURE W A X

Text + Image

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Where intuition meets intention.

Invest in the future you envision.

Don’t just count your money, make your money count.

For every dollar you invest, you bring this tech, treat, or tchotchke closer to reality.

That perfect investment where your research and your gut both say go.

Find something that sparks

excitement. Research it. And

The interested investor has replaced the institutional investor.

It’s about time the public made its way into private markets.

For too long, access to private, high-return investment opportunities was limited to the institutional investor. Those days are over.

reap the rewards. www.waxurl.com SAY GO

ADVERTISING W A X

www.waxurl.com

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