http://kayeputnam.com/work-with-me/

1. BRAND STANDARDS

2. CONTENTS This brand standards document
explores the message, visuals, and
expression of your brand.
- Brand Message
- Design & Visuals
- Words & Content
- Live Your Brand
BRAND GUIDELINES SUZANNAH SCULLY

3. MOO DB OAR D
The moodboard was
curated to express the
“mood” of the brand and
to inspire the visual
decisions. The magic and
spirituality of nature is a
primary visual cue in your
brand. It is contrasted
(and in some cases,
literally combined like the
two inner circles) with
sacred geometry to
signify the science that is
integrated in your work.

4. B R A N D
M E S S A G E

5. POSITION
CORE IDEA
To inspire individuals to see new possibilities and pathways in
their lives and career.
YOU R GOAL
To help leaders overcome barriers, fulfill their purpose, and
create a plan of action to meet their goals before they reach a
crippling breaking point.
H OW YO U ARE DIFFERENT
You bring a sense of optimism and grounded realism to
elusive concepts like spirituality and metaphysics. Your
experience and natural demeanor provide you with authority
and influence. You help your audience break down mental
barriers and dissolve limiting beliefs by facilitating open,
explorative conversations. You ask stimulating questions and
support potential solutions with pragmatic evidence for
“skeptical seekers” to process and accept.
T HE END RES ULT
Through public speaking and thought leadership, you provide
individuals with the opportunity to explore facets of their
reality and thinking that seemed closed off or unavailable
previously. As a result, your audience gains a sense of
purpose and understanding, and begin to see the world from
a new, hopeful and optimistic perspective.
BRAND GUIDELINES SUZANNAH SCULLY
Brand Message
ONE

6. PERSONALITY
EXP LO RER & MAGI CI AN
P ERSO NALIT Y
ARCHE TYP E
Your mission is to lead your audience down paths
of self-discovery and transformation, and equip
them with the understanding to eventually walk
forward on their own.
When they encounter your brand, your audience
FEELS: optimistic, enlightened, trusting, inspired,
grounded, awakened, hopeful.
You are:
- Authoritative
- Influential
- Articulate
- Honest
- Down-to-Earth
- Wise
- Generous
- Inquisitive
BRAND GUIDELINES SUZANNAH SCULLY
Brand Message
+
ONE

7. POINT OF
VIEW
WE ALL HAVE A GREATER PURPOSE TO
SERVE AS INDIVIDUALS, AS WOMEN, AND AS
LEADERS.
Though at times we may lose sight of our purpose, we each have
control over the impact we make. When we realign our mindset and
lifestyle with our goals, and clarify our vision, we have greater
influence over our lives and those around us.
THE WORLD AND LIFE I TSELF OFF ER
LIMITLESS OPPORTUNITIES FOR AWE AND
WONDER.
When we open our eyes and minds to the tangible manifestations
of wonder happening all around us, we create space for reflection
and change. Physical, mental and emotional exploration are all
essential to the human experience.
WE CA N, AND SHOULD, U SE SPIRI TUALITY
AND SCIENCE SIMULTANEOUSLY TO
TRANSFORM OUR REALI TIES.
Hope and reality are not mutually exclusive. Transformation occurs
when we embrace concepts that once seemed inaccessible or
elusive and approach them from a new, integrated point-of-view.
Personal growth can only occur when we break down the barriers
that prevent us from inviting it in.
BRAND GUIDELINES SUZANNAH SCULLY
Brand Message
ONE

8. When we take a modern,
integrated approach to
science and spirituality, the
world opens up and rewards
us with transformation,
success and influence.
UNIFYING IDEA

9. UNFAIR
ADVANTAGE
YOU R ‘U NFAIR
ADVANTAGES’ ARE:
- Your intrinsic ability to facilitate conversation, ask
pragmatic questions and re-work convoluted
concepts
- Your calm, trustworthy demeanor that creates a
safe space to dig into personal motivations and
explore spiritual topics
- The credibility and authority that you gained
working with notable corporate clients
- The distinct space you occupy at the intersection
of science and spirituality
- Your ability to help your clients simultaneously
put down roots and grow upwards to fulfill loftier
goals and ambitions
BRAND GUIDELINES SUZANNAH SCULLY
Brand Message
ONE

10. D E S I G N +
V I S U A L S

11. LOGO
Visual Identity
These logo options were
designed to fit your brand
message and personality.
BRAND GUIDELINES SUZANNAH SCULLY
TWO

12. COLORS
Visual Identity
Your brand colors are “sacred feminine”
with strong grey to ground the peach and
gold.
#E9B7A0
20% 40% 60% 80%
#C5C5C5 #474750
BRAND GUIDELINES SUZANNAH SCULLY
TWO
GOLD FOIL #FFFFFF

13. PATTERNS
Visual Identity
The patterns are subtle and geometric. They
can be used in backgrounds and as design
accents to complement the organic nature
photos.
BRAND GUIDELINES SUZANNAH SCULLY
TWO

14. TYPOGRAPHY
HEADLINES:
RALEWAY MEDIUM
ABCDEFGHIJKLMNO
PQRSTUVWXYZ
1234567890
!@#$%^&*()
Visual Identity
Body: Raleway Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
The fonts used in your brand are modern, clean,
and easy to read. They don’t draw attention to
themselves, so the focus stays on your message.
The sans serif fonts feel futuristic. Both fonts are
easily accessible in design programs.
BRAND GUIDELINES SUZANNAH SCULLY
Accent: Avenir
Abcdefghijklmnopqrstuvwxyz
TWO

15. 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
Main font color: #474750
Links: #288185
Headline spacing: 10-20% or 80pt
Bullets are marked with a small dash, which
complements the lines seen in the geometric
shapes.
BRAND GUIDELINES SUZANNAH SCULLY
TWO

16. I M A G E S T Y L E

17. IMAGE
DO’S
Visual Identity
BRAND GUIDELINES SUZANNAH SCULLY
Humans in nature (especially people that could be
your ideal client or a representation of yourself.)
Lakes, mountains
Macro/abstract images of nature elements
(showing the magic in everyday elements)
Images with interesting light coming through the
composition
When choosing images for your
brand, pick ones like these.
TWO

18. IMAGE
DON’TS
BRAND GUIDELINES SUZANNAH SCULLY
Explorer/adventure photos that are too
“extreme”
Images of space without the context of
earth
Stock images of people who are looking at
the camera/posing.
Cities, technology, indoor settings, or
other man-made places/things
When choosing images, avoid
ones like these.
Visual Identity
TWO

19. GRAPHICS
BRAND GUIDELINES SUZANNAH SCULLY
The juxtaposition of nature images
with sacred geometry is a great
visual representation of your
brand. It speaks to the
cohabitation of science and
spirituality.
Visual Identity
TWO

20. W O R D S +
C O N T E N T

21. TONE OF
VOICE
BRAND GUIDELINES SUZANNAH SCULLY
Your brand communication should bring the same
sense of grounded sensibility and explorative wonder
that you emit during every conversation and speaking
engagement. Your tone should always be warm and
inquisitive. By reframing complex concepts and
avoiding isolating jargon, you facilitate open
conversations and foster new perspectives.
You’ll sound:
- Grounded
- Intelligent
- Authoritative
- Professional
- Inspiring
Not:
- Nonsensical
- Judgmental
- Assuming
- Cold
Brand Communication
THREE

22. WORD
BANK
- Skeptical seeker
- Awakening
- Empowerment
- Awe and wonder
- Facilitate
- Greater purpose and meaning
- Understanding
- Questions
- Faith and spirituality
- Inspiration
- Science
- Optimism and hope
- Priorities
- Pathways
- Holding the torch
- Lighting the way
- Guide
- Leading
BRAND GUIDELINES SUZANNAH SCULLY
Brand Communication
THREE

23. TAGLINE THE POSSIBILITIES IN YOU
Other Options:
- Guiding leaders to find personal transformation,
greater meaning and wider impact.
- Facilitating internal awakenings and external
transformations.
- Illuminating the way for those seeking greater
meaning and wider impact.
BRAND GUIDELINES SUZANNAH SCULLY
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.
THREE

24. STORIES
THO UGH T LEADERS HI P
Continue serving as a n auth ori ty f ig ure an d
l ea der in t he b ridg ing of sc ience and
spi rituality. Sha re your knowledge and
ex p er tise whenever possib le, b ut mak e it
ac cessib le fo r t he sk ept ical seekers.
C LIEN T STORIES
Give t he individuals that are im pac ted by yo ur
work t he op po rtunity to sh are their results. Let
them tell the wo rld about yo ur influence.
C REAT E CO N VERSAT IO N
Pose q uest ions an d c reat e spa ce for
re flect ion. Gi ve the audienc e a c hanc e to
di gest new co ncept s a nd p rovid e p rag matic
evi dence to b ack up d if fic ult to pics.
BRAND GUIDELINES SUZANNAH SCULLY
Brand Communication
THREE

25. L I V E Y O U R
B R A N D

26. ACTION
STEPS
UP DAT E YO UR WEB SI TE &
EXI ST ING DESIG NS
Use the new brand fonts, logo, colors, etc to update all
of your brand touch points.
SCH EDU LE A PERS O NAL
BRAND PH OTOSH OOT
I’d love to see updated headshot of you… looking
authoritative, expert-like, and in your brand colors.
KEEP B UI LDING YO UR BO DY
O F WO RK & AUD IENC E
Continue to lead through content creation in your areas
of interest.
BRAND GUIDELINES SUZANNAH SCULLY
Brand Communication
FOUR

27. BRANDEMIES
IDE A EN EMIES
- Fo cus o n the value of t he destinatio n
and not t he journey
- S piri tuality and scienc e are mutually
exclusive
- St ereotyp ical self-help gur us
- W e are merely cog s in t he w heel (we
are not in cont ro l )
NOT TO DO LI ST
- Present co nvo lut ed topics wit hout
exp lanat ion o r examp les
- Dism iss op inio ns or deva lue q uest io ns
- Over usin g and desensit izing the
jo urney metaph or
WE ARE N OT
- The “sag e o n th e stag e” , yo ur sp eak ing
eng ag ements should promot e
interact ion an d en gag ement
- A b abysitt er – you m ay lead the way,
b ut you d on’t cod dle
BRAND GUIDELINES SUZANNAH SCULLY
Brand Communication
FOUR

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