BRAND GUIDELINES 1
TABLE OF CONTENTS 2
About the Company
4
Company Culture
8
Brand Identity
14
Brand Voice
26
30
Instagram Voice
34
Instagram Stories
37
The Blog
46
Blog Voice
50
Wordpress
53
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ABOUT THE COMPANY 4
The Company
INTRODUCTION Judah Press Entertainment is a team of professional, mobile DJs that delivers incredible memories for the most important party of our clients’ lives – their wedding night! We provide tailored audio solutions and custom entertainment to brides and grooms for their ceremonies, cocktail hours, and receptions. We call Athens, GA home, but our reach is as wide as: Greater Athens, Greater Atlanta, North GA, Southern Tennessee, and Greater Birmingham. We currently have 4 DJs in the JPE family but are looking to expand. What began as a hobby, CEO Jesse Pilkenton has taken his passion for entertainment and expanded it into a multifaceted business.
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The Company
THE STORY Jesse Pilkenton got his start in the wellknown grasses of Myers Quad at UGA. As a tailgating hub for over 400 people, it’s no surprise that our now CEO quickly built up a loyal fanbase. In 2011, one of those regular attendees got engaged and asked Jesse to “DJ” his wedding to which he replied, “I am not a DJ” and laughed in his friend’s face. The guy then offered $200 cash and suddenly Jesse was a DJ! Thinking this would be a one-anddone moment, Jesse did what came naturally and turned his friend’s wedding reception into a dope dance party. Five other engaged couples in the crowd must have really liked this approach because in 2 weeks, Jesse was requested to bring the party to their own big day. Judah Press Entertainment was born. 6
The Company
ABOUT US MISSION We give our clients unforgettable memories by maximizing the potential of their most precious moments.
VISION To develop a community of professional DJs that elevate the industry standards by popularizing high-energy, genuinely fun, trustworthy entertainment.
PROBLEM WE’RE SOLVING Stereotypical wedding entertainment mishaps that sour the memory of the biggest day of a couple’s life.
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COMPANY CULTURE 8
Company Culture
ABOUT
The internal structure of Judah Press Entertainment hinges on transparency, passion, integrity, and community. These values keep our team running at maximum efficiency. JPE’s external image involves any sort of interaction with our client, whether that be digital or in person. We aim to be sharp, highenergy, genuine, and fun in everything that we do.
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Company Culture
INTERNAL CULTURE TRANSPARENCY We are open and honest in our relationships with one another. There is no pressure to have it all together. JPE Team members are committed to learning and growing in their respective skills which facilitates an environment that is both encouraging and challenging!
PASSION We enjoy what we do, we like the idea of being invested, industry influencers, and we like other humans. We draw inspiration from DJing, working with brides, grooms, vendors, and we don’t hate our lives. Music is a gift. Dancing is a natural expression of joy.
INTEGRITY We are committed to integrity in the small things as well as the large. With each other and with all our JPE interactions, there is nothing to hide. We are far from perfect, definitely “in progress” ourselves, but we are not sketchballs.
COMMUNITY JPE operates within professional structures that form a healthy familial atmosphere. We like each other and enjoy spending time together. When we have an issue with one another, we talk about it, respectfully. We think women are as valuable as men. We think working together produces the best solutions. We like to love on / spoil our people when possible. 10
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Company Culture
EXTERNAL IMAGE SHARP We are much more than walking, talking, breathing iPods. We are administratively organized, managing timelines and looking out for potential stress bombs like a wizard AND with a smile on our face. We are never cheesy. We never force people to do weird crap. We don’t have to employ mechanical / robotic tricks to throw a party. We are never drunk, vulgar, rude, or unkind to anyone we share the room with. We dress sharp, like a classy but down-to-earth gentleman. Our set up is as clean as possible. We work well with others and enjoy organically networking with other vendors.
HIGH-ENERGY JPE DJs maintain a standard of engagement and energy that permeates a room for the duration of an event. We are never humdrum, lame, or disengaged but always dialed in, focused, and reading the room to know how to respond with our services. We are comfortable on the mic and give good directions, but are never over the top or “extra” – we don’t have to be. DJs who embody that incorrect version of “high energy” are incredibly annoying. They suck.
GENUINE This value permeates every area of our services. We like what we do. We like music. We like dancing. We like DJing. We like our jobs. We like hosting. We like to have fun. We like other humans. And this is obvious when you hire a JPE DJ. There isn’t a particular personality type that JPE requires for it’s DJs, but they must all be an honest expression of themselves and genuinely like what they are doing. When you don’t, it shows. This genuineness results in the trust of our clients, their families, and fellow vendors in the industry.
FUN This is perhaps what every client is looking for but doesn’t necessarily know how to achieve. They just want “everyone to have a good time”. We are the cultivator and actualizer of this dream (be it silent or spoken) that lives in their hearts. Simply put, we are fun people who have the best time when we get to help others have fun. This is the ultimate goal every time, for our clients to experience the maximum amount of enjoyment on their biggest day ever!
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BRAND IDENTITY 14
Brand Identity
ABOUT
This isn’t exactly the first version of our logo. It used to be flashy and all about the initials, but we wanted a more timeless and sophisticated look moving forward. Don’t let the simplicity deceive you, there are still plenty of hidden elements within the JPE logo.
THE ELEMENTS LION Based off of the Lion of Judah, this image has always been a powerful statement in Jesse’s personal life. It represents strength and also humility. Plus it looks pretty dang awesome!
BOWTIE Our CEO’s mother has been dressing him in bowties since he could walk, so this seemed like an obvious choice. We couldn’t help it.
LETTERS J and P just so happen to be the initials of our CEO, but that’s a total coincidence. We had to find a way to subtly incorporate these initials without making it all about him.
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Brand Identity
THE LOGO
HORIZONTAL LOGO : CHARCOAL
HORIZONTAL LOGO : WHITE
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Brand Guidelines
THE LOGO
VERTICAL LOGO : CHARCOAL
VERTICAL LOGO : WHITE
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Brand IDENTITY
MARK FULL
FULL MARK : CHARCOAL
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FULL MARK : WHITE
Brand Identity
MARK ELEMENTS
LION MARK : CHARCOAL
BOWTIE MARK : CHARCOAL
LION MARK : WHITE
BOWTIE MARK : WHITE
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Brand Identity
ABOUT THE LOOK Not to brag on ourselves too much, but we are proud of how stunningly cohesive Judah Press Entertainment’s aesthetic is. Using a perfect blend of light and dark, JPE can easily highlight moments from day or night and make it look purposeful. We don’t like the vibrant colored lights or strobes that other DJ’s are drawn too, instead we present an aesthetic that any bride could see herself fitting in with. It’s simple, elegant, and clean; highlighting the most important subjects – people.
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Brand Identity
MOODBOARD
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Brand Identity
TYPOGRAPHY
HEADINGS Playfair Display Bold should be used for headlines on all executions and brand communications.
BODY Source Sans Pro Regular should be used for body copy on all brand communications.
SECONDARY Source Sans Pro Semi-Bold should be used for subheadings and in alternative cases.
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Playfair Display ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Source Sans Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Source Sans Semi-Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Brand Identity
COLOR PALETTE
CHARCOAL
DUSK
CHARCOAL
CHARCOAL
CHARCOAL
CHARCOAL
CMYK: 69.62.62.58
CMYK: 60.51.51.20
CMYK: 43.35.35.01
CMYK: 19.15.16.00
CMYK: 09.06.07.00
CMYK: 03.02.02.00
RGB: 51.51.51
RGB: 102.102.102
RGB: 153.153.153
RGB: 204.204.204
RGB: 230.230.230
RGB: 245.245.245
HEX: #333333
HEX: #666666
HEX: #999999
HEX: #CCCCCC
HEX: #E6E6E6
HEX: #F5F5F5
PMS: 447 C
PMS: Cool Gray 10 C
PMS: 422 C
PMS: 427 C
PMS: 663 C
PMS: 663 C
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Brand Identity
IMAGERY DO’S
DARK
LIGHT
Dark DJ photos should be clean
Light photos should feature high
and black. The lighting should be
quality moments of the bride and
relatively white in appearance.
groom. Light photos should break up and accent the darker photos.
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Brand Identity
IMAGERY DON’TS
POOR QUALITY
TUNGSTEN LIGHT
CHEESY
Photos should be high-quality,
They shouldn’t appear yellow or
Avoid flashy lighting tricks and
never blurry or grainy.
orange from artificial lighting.
neon colors.
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BRAND VOICE 26
Brand Voice
ABOUT
KEY COMPONENTS
We are a conversationalist that doesn’t
EXPERIENCED
take themselves too seriously, but also
We’ve been there and we’ve done that. With over 14 years of
totally knows what they are talking about. This means that our content should feel effortless and fluid, but always be grounded in truth. Every read should leave our potential customers wanting a connection in this industry, and our hand should be outstretched to offer that connectivity.
DJing under our belt, the copy we produce should always feel intelligent and offer a perspective that people will respect.
TRUSTWORTHY A continued voice of honesty leads clients to seek our advice on many different levels. This shines through when we avoid lofty claims and demonstrate first-hand experience with the topic of discussion.
AUTHENTIC We want JPE’s voice to be personalized to the point of recognition, never like a template. Every sample should feel like a snippet of friendly advice – write as if you were overhearing a helpful conversation.
FRESH Our copy should always be forward thinking in order to capture the ever-evolving trends in this industry. JPE should also address current trending topics by offering a dynamically new perspective. We use this to cut through the clutter of content.
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Brand Voice
THE AUDIENCE The clients we target are digital natives, there is no need to “dumb down” certain pop culture phrases. This group is less like your mom and more like your cool older cousin. Their lives are busy, so brevity is key. They care a lot about what others have to say – reviews are everything. Seeking connectivity across all of our writing, these readers can easily spot when something seems out of character.
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Brand Guidelines
VOICE
WHAT WE LIKE
WHAT WE DON’T
Content Interaction
Cheesy Writing
Highlighting Memories
Unrealistic Claims
Providing Inspiration
Impersonable Vibes
Making Connections
Filler Content
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INSTAGRAM 30
ABOUT Instagram posts are aimed at capturing the aesthetically minded bride. We want our posts to demonstrate an eye for detail that will impress and draw in potential customers. Our interactions and reviews should serve as an immediate indication of our quality of service, without being forceful. Followers should see a brand that cares about remaining relevant in the lives of their clients and friends, as well as in the industry.
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LATER.COM Judah Press Entertainment manages its Instagram posts on an app called “Later”. This program creates a preview of what each post will look like on our page, helping us ensure that beautiful aesthetic stays cohesive. It also allows for the scheduling and auto-posting of content. Captions should be created in Later and the hashtag generator used to tag each post based on relevancy. The “analytics” tab should be monitored to determine when our audience is most active and how to better connect with them.
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INSTAGRAM EXAMPLE
DARK DJ PHOTOGRAPHS
LIGHT AND AIRY WEDDING PHOTOGRAPHS
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INSTAGRAM VOICE 34
Instagram Voice
ABOUT
Judah Press Entertainment uses Instagram to display our connection and commitment to clients on a small scale basis. Our team, our clients, vendors, and friends are all fun – we want to mimic that spirit throughout the platform. This will most likely be the first exposure our target market has with JPE, so it should welcome an instant connection with the brand.
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Instagram Voice
WHAT WE DO OUR CAPTIONS We want our copy to feel personal and conversational – never cookie-cut or cheesy. The first sentence or two should be attention grabbing, corresponding with the above visual. Conversational pieces, testimonies, inspiring stories, or calls to action typically come next. Think of captions that will spark conversation or bring back memories. Then the wedding photographer is always tagged, bride and groom are mentioned frequently.
WE USE HASHTAGS All hashtags should be used purposefully to contribute to the conversation and professionalism of our content. Judah Press Entertainment tags every post, separating them from the comment copy by periods. On the Instagram Planning application “Later,” a default group of hashtags can be added to a caption by choosing “Saved Captions” > “Hashtags.” This default group is only a template, and should be updated for every post according to its contents. The “Hashtag Suggestions” button can be used to generate trending tags at the moment.
WE USE EMOJIS Judah Press uses emojis sparingly and in good taste. They serve to capture attention and highlight fun moments, never taking away from the professionalism of our content. One or two tends to be enough. 36
INSTAGRAM STORIES 37
Instagram Stories
WHAT WE USE
We use the app Unfold to design our instagram stories before posting to Instagram. Instagram stories are meant to share candid moments of JPE. Instagram stories, while within company brand guidelines, are aimed at capturing the personality and value of adding that JPE personality to your event.
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Instagram Stories
ICONS
The icons used on instragram should be clean, simple, and modern. They should be centered in the circle with just enough breathing-room around the edges.
Moments
Meet the DJs
Pro-Tips
Reviews
Brides & Grooms
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Instagram Stories
MOMENTS
The moments sections should feature videos and photos of some of the best moments that occur at these events. Whether this is a dance-off or a sweet bride and groom moment, it shows the magic that Judah Press Entertainment can have on a wedding day. 40
Instagram Stories
THE CREW
The crew highlight features each of the DJs on the Judah Press Entertainment team so that people can get to know their potential DJs and learn about the awesome people that work for the company. 41
Instagram Stories
PRO-TIPS
Pro-tips are videos recorded by Jesse that gives some insight into the industry. Some of these may be blog focused and allow Jesse to go more in-depth about certain topics. 42
Instagram Stories
REVIEWS
The reviews section should feature incredible reviews and quotes from past clients.
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Instagram Stories
BRIDES & GROOMS
To showcase (from previous JPE events) who are people that are cut from our same cloth, we respect and admire, or might be our “ideal client”. 44
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THE BLOG 46
THE BLOG
ABOUT
“Brides & Bowties” is the Judah Press Entertainment blog. As a space where we publish and share content that the millennial bride is interested in, this platform ultimately hopes to lead brides and grooms to discover JPE as a brand. The subjects we write on help to display our knowledge and involvement in the bridal industry, leading to greater client trust. By showcasing couples and vendors we have rubbed elbows with in the past, our blogs do the talking for us when it comes to quality of service. Brides and Bowties showcases the community and conversation driven aspects of our company in a way that doesn’t force feed the client.
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The Blog
LOGO
HORIZONTAL LOGO : BLACK
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HORIZONTAL LOGO : WHITE
The Blog
LOGO
VERTICAL LOGO : BLACK
VERTICAL LOGO : WHITE
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BLOG VOICE 50
Blog Voice
ABOUT
Each of our blog copywriters have different voices, and we celebrate that. However, there are a few overarching ideas to keep in mind when writing for this platform. It is all about honesty with “Brides & Bowties.” This means that our writing should feel genuinely helpful, never thrown out into the world just for the sake of more content. Squeeze in some personality and wit to keep the reader interested, but always avoid being cheesy. Have fun with the subject matter. If you wouldn’t want to take the time out of your day to read this article, that’s a bad sign. We write in a conversationalist style, using diction and syntax that is more laid back than say, a research paper. Try to concisely get your point across, because these articles will be read on the go more often than not. Keep it interesting, factual, and in a good tone for Judah Press Entertainment.
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Blog Voice
TOPICS
INSPIRATION Brides and Bowties strives to post genuinely intriguing articles to help brides who may be experiencing a creative block. We cultivate a conversation around fresh ideas by staying up to date on everything happening in the industry. After that, everything is given the “Judah Press Twist” to make our content stand out among the rest.
INDUSTRY INSIGHTS With over 40 years of combined experience under our belt, we take pride in the DJ knowledge we have accumulated as a team. This section of the blog is our chance to share that knowledge with the masses. We want to make it evident that professional wedding entertainment is totally worth the money!
COUPLES SPOTLIGHT Once you work with Judah Press, you become part of the family. We love taking bits of memories from each of our previous weddings, and some even end up sparking ideas for articles on our blog. Using our blog to share couple’s stories helps to engage our audience, they can see themselves in others.
PREFERRED VENDORS We’ve been in this business for a while, so we have had our fair share of interactions with vendors and venues. From photographers to caterers, we have put together a list of our favorites that comes straight from the JPE heart. A collection of honest reviews that may just help an indecisive bride out one day.
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WORDPRESS 53
WORDPRESS
ABOUT
Judah Press Entertainment manages our blog using WordPress. This platform allows us to present an aesthetically pleasing user experience by customizing the blog to best serve our clients. Specific themes, layouts, and categories help to make Brides & Bowties unique and effective. Additionally, WordPress provides detailed analytics such as website traffic, click rates, and sharing percentages that help us make adjustments to better connect with our readers. We save time by scheduling the date every blog will go live in advance and always tag our articles for organizational purposes.
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WORDPRESS
INFORMATION Theme: Roslyn Menu: Couples Corner, Wedding Inspiration, Expert Advice, Preferred Vendors
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WORDPRESS
LAYOUT 1. Title
2. Subheading (h:2) 3. Description/Intro (p: front medium)
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WORDPRESS
LAYOUT
4. List subheading (h:2 bold) 5. Photo (linked to source) 6. Photo source text (linked to source) 7. Description (p: font normal)
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