1. Shape
1.1. Spiderweb
1.1.1. Be careful, spiderwebs naturally have a "Halloween" feel to them... how can we change the image to address this?
1.1.1.1. Bright colors
1.1.1.2. Bold simple lines
1.2. Concentric rings
1.3. Lines
2. Visuals
2.1. Image Themes + Characteristics
2.1.1. Images that speak to the senses; situations you can almost feel or touch
2.1.2. What it is
2.1.2.1. Evokes STRONG emotion in the reader
2.1.2.2. Show action. It doesn't matter what they're doing as long as it relates to the message.
2.1.2.3. Images that our audience can strongly relate to themselves in, whether emotionally or situationally
2.1.2.4. Images that tell a story even without the words.
2.1.2.5. People, dogs, kids, cats
2.1.2.5.1. The people we're selling to should recognize themselves in our pictures.
2.1.2.5.2. But instead of literal representation of them/us, it can represent the MOOD or FEELING of what we want them to experience.
2.1.2.6. Fairly close focus; halves of people and whole animals and children
2.1.2.7. Lots of diversity
2.1.2.8. Bright, vivid, and natural colors and settings
2.1.2.8.1. Settings the visitors can recognize themselves in
2.1.2.9. Candid shots whenever possible
2.1.2.10. Kids
2.1.2.10.1. Kids doing something
2.1.2.10.2. The elements of kids that overlap with Jester and Creator focus
2.1.3. What it's not
2.1.3.1. No computers and desks
2.1.3.2. Not white men in suits
2.1.3.3. Still life or objects on their own
2.1.3.4. Faceless people or people with backs turned
2.1.3.5. People looking directly at the camera
2.1.4. Examples
2.1.4.1. Anansi homepage
2.1.4.1.1. This could be one
2.1.4.1.2. But not these ones... back's turned and other one is too staged
2.2. Tone
2.2.1. Quote Graphic
2.2.1.1. Decide consistent look
2.2.1.2. Decide consistent terms of application
2.2.2. Website
2.2.3. Blog post key photos
2.2.3.1. Striking images
2.2.3.2. No memes or text
2.2.4. Throughout emails and articles
2.2.4.1. Lots of memes
2.2.4.1.1. Feel free to create memes
2.2.4.1.2. Feel free to put Say in memes
2.2.4.2. Heavier on the silly and sass
2.2.5. Videos
2.2.5.1. Used whenever possible for introductions, "how-tos" etc
2.2.5.2. "Talking head" style
2.2.5.3. Relatable feeling
2.2.5.4. Often outside or in casual settings
2.2.5.4.1. Taking advantage of whatever beautiful space is around you
2.2.6. Forms
2.2.6.1. Need a consistent visual
2.3. How to find
2.3.1. Work backwards from images you like
2.3.2. Can figure out who took the photo
2.3.2.1. Often people will let you put stuff on their site if you ask, sometimes you need to have creative rights and all sorts of stuff.
2.3.3. Can search by a photograpy styles
2.3.4. Can reverse image search through Google
2.3.5. Can figure out what camera was used for a particular type of focus etc.
2.4. Sources
2.4.1. Types of Imagery The 3 types of images that work best on the web
2.4.1.1. Iconic Imagery
2.4.1.1.1. Has a meaning that's widely known
2.4.1.1.2. Directly represents what it is
2.4.1.2. Symbolic Imagery
2.4.1.2.1. More abstract, uses visual grammar and elements to tell a story
2.4.1.3. Indexical Imagery
2.4.1.3.1. Creates an emotional link between what you're looking at and what you want them to feel, without being literal
2.4.2. Images that sell Boost your visual marketing results: 15 trusted tips to choose images that sell – Learn
2.4.3. Photography Background Info
2.4.3.1. Candid photography
2.4.3.2. Show action. It doesn't matter what they're doing as long as it relates to the message.
2.4.3.3. Use bright, vivid colors
2.4.3.4. Don't be afraid to edit the images a little in simple ways.
2.4.3.5. Images tell a story even without the words.
2.4.3.6. Evoke STRONG emotion, not weak emotion.
2.4.3.6.1. Untangling something really frustrating until it's smooth
2.4.3.6.2. An overwhelming calendar
2.4.3.6.3. Handing off a complicated project to someone else
2.4.3.7. The people we're selling to should recognize themselves in our pictures.
2.4.3.8. But instead of literal representation of them/us, it can represent the MOOD or FEELING of what we want them to experience.
3. Color
3.1. Bold splashes of color
4. Vision
4.1. We’re Sassy Alfred. We’re butler, costume maker, counsellor, but we’ll also call you on all your crap—all from behind the scenes so you can focus on being the hero for your clients. Beyond just kicking ass on your copy and keeping your projects on track, we’ll hug you and celebrate with you. We’re distant enough to perceive and tell you the truth—and close enough to care about your feelings around it
4.1.1. Jazzmine Raine 19 days ago I'm all about being sassy Alfred. We are definitely the support character that helps build community. We are also super humble. When a project is complete, we have no need to boast because we know without us, it wouldn't be as amazing
4.1.2. Michaela Kemp 20 days ago It’s in the first line of my bio...I’ll lay down the pop culture for you. Haha. He’s butler, surrogate father, costume maker, counsellor, but also calls out Bruce on all of his crap. A true legend.
4.1.3. Celene Hoag 20 days ago We're super organized and take care of all the little details so the partner can focus on looking crazy good in front of the clients.
4.2. We're the only conversion copywriters that WOW your clients with a full, smooth process, while always freakishly organized and accountable... so we can help digital agency owners get more time back and focus on the parts of the job they actually love.
4.3. Notes
4.3.1. A collection of the smartest, most empathetic people ever, committed to saving the world through organization and clear communication
4.3.2. Using words to save the world
4.3.3. A collection of empathetic, clever, hyper-organized nerds.
4.3.4. Lots of diversity
4.3.5. We help communities all over North America
5. Logo
6. Fonts
7. Sources
7.1. Margaret Wheatley - Newer stuff
7.1.1. What do you believe, that if it weren't true would cause your whole world to disentegrate?
7.2. The 7 key elements of brand identity design + 10 corporate identity examples
7.3. https://elementthree.com/blog/examples-of-brand-elements-to-help-develop-brand-identity/
7.4. Behance
7.5. https://www.visiblelogic.com/blog/8-essential-elements-to-a-comprehensive-brand-identity/
8. One-Liner
8.1. Weaving strong communities, one draft at a time.
8.1.1. Combines literal + symbolic
8.2. We help digital agencies take conversion content fully off their plate.
8.3. We work with web pros to help their clients clarify their messaging and get through to the right people online.
9. Story
9.1. Goal
9.1.1. Leverage aspects of Anansi’s story to support our brand vision and therefore tie into the visuals and tone
9.2. Anansi Story Key Elements
9.2.1. Webs & weaving
9.2.1.1. Streamlined process for clients
9.2.1.2. Smoothly woven together
9.2.1.3. Smoothly woven into the partner's process
9.2.1.4. Weaving strong webs; strong communities
9.2.1.5. Reference the aspects of the structure of the web, how powerful it is because of the process
9.2.1.6. Like a web, our work doesn't take people from a single point to a single other point. It touches many many others along the way.
9.2.1.6.1. Like a ripple in the water it grows and grows and touches many
9.2.1.6.2. It starts in the center and builds and builds out from there
9.2.2. Creative problem-solving
9.2.2.1. We're the missing link for most of our partners
9.2.2.2. We work creatively to combine our processes with a partner
9.2.2.3. We help them get unstuck from their personal content problems
9.2.2.4. Through storytelling we help them problem-solve... help their community connect to products/services etc solving problems to live more fulfilling lives
9.2.2.5. Accessing solutions quickly by making concepts simple, easy to understand, and absorb
9.2.3. Wisdom
9.2.3.1. To not just experience but share
9.2.3.2. Wisdom is knowledge, applied
9.2.3.3. We work from what's worked best for the majority of the people we've seen in similar situations, but the client needs to choose their own path
9.2.3.4. Wit & Eloquence
9.2.3.4.1. We use words well to tell good stories
9.2.3.5. We're great at conveying why something needs to happen, not just what needs to happen
9.2.3.6. Anansi used his wit and wisdom to create a big impact despite his small size
9.2.4. Strategic
9.2.4.1. We don't just act, we make a plan first
9.2.4.2. We observe and adjust the plan as we go
9.2.4.3. We make decisions based on data and expertise, as well as our experience with human behaviour
9.2.4.4. Skill
9.2.4.5. Wit
9.2.4.6. Critical thinkers
9.2.5. Strong communities
9.2.5.1. Our vision is to build mutually supportive communities, as Anansi showed the world to do with his web
9.2.5.2. We are picky about our clients because we believe with great power comes great responsibility
9.2.5.3. We work with partners and clients making the world better at every level
9.2.5.3.1. Even "boring" projects like construction are solving problems for the people they serve
9.2.5.4. Anansi the Spider showed the world how to link themselves into communities
9.2.5.5. Plays into the social justice aspect if we choose to
9.2.5.5.1. Anansi became a symbol for slave resistance because of his ability to outsmart his oppressors
9.2.6. Stories
9.2.6.1. We help them tell the story of their ideal customers, and help them position themselves as the guide
9.2.6.2. We weave a storyline for them so they can connect more meaningfully with their community
9.2.6.3. Through storytelling we help them problem-solve... help their community connect to products/services etc solving problems to live more fulfilling lives
9.2.6.4. Anansi gave the world stories
9.3. What it's not
9.3.1. The trickster elements of Anansi
9.3.2. Literal spiders and mentions of spiders
9.4. We're changing the Anansi story because we acknowledge that all stories change over time... we're doing it consciously this time. We're shifting the world from one where people glorify tricking each other to one where we use our wisdom and skill to support each other.
9.4.1. Instead, Anansi is the guide that helps your business beat crappy content and make more money with less pressure.
9.4.2. Anansi became a symbol for slave resistance because of his ability to outsmart his oppressors
9.4.3. Anansi is known in the south as Aunt Nancy, another adaptation of the story
9.5. WHY
9.5.1. We believe that effective communication has the power to shape a whole generation's capacity to thrive.
9.5.2. We believe that effective communication has the power to shape a whole generation's lives.
9.5.3. Take conversion content fully off your plate for good.
9.5.4. We make conversion content simple and communities strong.
9.5.5. We use words to connect people to each other in meaningful ways
9.5.6. We believe... "___"
9.5.7. Guiding truth, in which if it isn't true your life's work is broken
9.5.7.1. Communication/the way we talk the power to change the world within a generation
9.5.8. For as complicated as the world's problem continue to get, the solutions remain embarassingly simple
9.5.9. Words, the way we communicate has this exclusive power to create change holistically and REALLY FAST
9.5.10. We believe that communication is the missing link to help people live more fulfilling lives
10. Voice
10.1. Archetypes
10.1.1. The Innovator
10.1.1.1. Wants to create the best experience possible
10.1.1.2. Not afraid to tell an uncomfortable truth if it means growing in a good way.
10.1.1.3. We're willing to find the uncomfortable things, ask the hard questions... but have a little fun with it and not overwhelm or stress them out with it.
10.1.2. The Jester
10.1.2.1. Wants to enjoy the simple things in life, like Anansi.
10.1.2.2. A little bit silly, a little bit sassy, a little bit sweet, like Anansi himself.
10.2. Emotion Words
10.2.1. Fulfilling & relatable.
10.2.1.1. We believe in believe inclusive to all members of the community, not discriminating for gender, race, religion, etc.
10.2.2. Optimistic & energizing.
10.2.2.1. Infectious enthusiasm
10.2.3. Focused, clear, & simple.
10.2.3.1. Accessing solutions quickly by making concepts simple, easy to understand, and absorb
10.2.3.2. We also believe in setting clear boundaries and taking no shit.
10.3. Tones
10.3.1. Emails, Blogs, Podcasts
10.3.1.1. Ultra Informal
10.3.1.2. Many memes
10.3.2. Client Documents
10.3.2.1. Business Casual?
10.3.3. Partner Documents
10.3.4. Website
10.3.5. GDD approach reflected in all the language
11. Human
11.1. Say
11.1.1. Poofy curly
11.1.2. Big smile
11.1.3. Expressive face
11.1.4. Lots of energy and movement
12. Deploying The Brand
12.1. Brand Guidelines Document
12.1.1. Brand Vision
12.1.2. The Story of Anansi
12.1.2.1. One-liner
12.1.2.2. The Spider
12.1.2.3. The Company
12.1.3. YOU
12.1.3.1. About the organization
12.1.3.2. Company vision
12.1.3.3. Company mission
12.1.3.4. Core Offerings
12.1.3.5. Our Process
12.1.4. Three Pillars of Content Strategy
12.1.4.1. Pillar 1: WHO
12.1.4.1.1. The Basics
12.1.4.1.2. Main Challenges
12.1.4.1.3. What We Offer Them
12.1.4.1.4. Other Key Considerations
12.1.4.1.5. Customer Journey
12.1.4.1.6. User Stage of Awareness
12.1.4.2. Pillar 2: WHAT
12.1.4.2.1. Unique Value Proposition
12.1.4.2.2. In a sentence
12.1.4.2.3. Three Key Uniques
12.1.4.2.4. Support Messaging
12.1.4.2.5. People are searching for
12.1.4.2.6. Specific Style Choices
12.1.4.3. Pillar 3: HOW
12.1.4.3.1. Values
12.1.4.3.2. Primary Archetype
12.1.4.3.3. Secondary Archetype
12.1.4.3.4. Emotion Words
12.1.4.3.5. Tone
12.1.5. Visual Brand Guide
12.1.5.1. Logo, fonts, colours
12.1.5.2. Basic image guidelines
12.1.5.2.1. Link to Airtable with examples
12.1.5.3. Context-specific guidelines
12.1.5.4. Tips for finding on-brand images
12.1.6. Supporting Elements
12.1.6.1. Sounds
12.1.6.2. Shapes
12.1.6.3. Human
12.1.6.4. Movement
12.2. Elements to deploy
12.2.1. Message Templates
12.2.2. Social Media
12.2.2.1. Instagram Bio
12.2.2.2. Facebook Page info
12.2.2.3. LinkedIn bio/info
12.2.3. Website copy
12.2.4. Using our individual cultures to celebrate individual holidays and communities
12.2.5. GDD approach reflected in all the language
12.2.6. Package Structure
12.2.6.1. Build your client's web of connections
12.2.6.2. Starting from the inner circle and building out? Or starting from the anchor lines and building out from there?
12.2.6.3. Relating the circle of impact and connection to the zones of the web... you can only stretch out so far until you solidify the inside part there
12.2.6.4. Anchor copy
12.2.6.5. Growth copy
12.2.7. New Client Welcome Video + any other videos throughout the process
12.3. Order of Priority
12.3.1. Website visuals
12.3.2. Names
13. Sound
13.1. Signature Sound (podcast jingle)
13.1.1. Qualities
13.1.1.1. Bright and brassy?
13.1.1.2. Very danceable, makes you want to move
13.1.1.3. Modern, not retro
13.1.2. Potentials
13.1.2.1. Playlist: Vibrant Indie Pop / Rock tracks
13.1.2.1.1. More modern, maybe a little too acoustic/generic
13.1.2.2. No Limits by LynneMusic
13.1.2.2.1. Possibly the closest yet?
13.1.2.2.2. Really like the brightness, the grooviness
13.1.2.2.3. Maybe too retro? From the 80s/90s so closer to our audience at least
13.1.2.3. Freaky Footwork by LynneMusic
13.1.2.4. HAPPINESS - Royalty Free Music by The Music Bakery
13.1.2.4.1. Upbeat but not as energetic
13.1.2.5. Funk On The Radio by LynneMusic
13.1.2.6. Neon Shots by LynneMusic
13.2. What it's not
13.2.1. Acoustic guitar music
13.2.2. Vintage stuff like ragtime music
13.2.3. Repetitive and electronic, like house
13.2.4. Leading people on a fantasy adventure
13.2.5. Big band
13.2.6. Playlist: Get Funky. Vibrant Retro Funk tracks.
13.2.6.1. Love these but almost a little too retro
14. Movement
14.1. Gliding
14.2. Opening
14.3. Feeling effortless
14.4. Getting from point A to point B effortlessly
15. Names
15.1. Name key elements according to both story and voice
15.2. Idea: Brainstorm some of these at Projects L10? Or do a round and workshop it there?
15.3. Tasty Tidbits
15.4. Business Name
15.4.1. Anansi Coaching
15.4.2. Anansi Content Solutions
15.4.3. Anansi Content
15.5. Key Elements of Our Process
15.5.1. Deep Dive Interview
15.5.2. The Anansi Process
15.5.2.1. The Anansi Content Process
15.5.2.1.1. 1. Copy Reference Guide
15.5.2.1.2. 2. Anchor Copy
15.5.2.1.3. 3. Growth Strategy
15.5.2.2. The Anansi Onboarding Process
15.5.2.2.1. 1. Qualification/Application Call
15.5.2.2.2. 2. Process Weaving
15.5.2.2.3. 3. Sales Discussion
15.5.3. Content Strategy Brief
15.5.3.1. The word strategy sometimes creates alienation for partners or clients because they're already doing a strategy
15.5.3.2. Content Style Guide
15.5.3.3. Content Anchor Strategy
15.5.3.4. Content Foundation
15.5.3.5. Content Anchor
15.5.3.6. Content Reference Guide
15.5.3.7. Messaging Guide
15.5.3.8. Anchor Messaging
15.5.4. Live Feedback Session
15.5.5. Experience Interview
15.5.6. Three Pillars of Content Strategy
15.5.7. Foundation/Anchor Copy
15.5.8. Growth Copy
15.5.9. Experience Interview
15.5.9.1. Wrap Up Call
15.5.9.1.1. The wrap up that doesn't end with you getting eaten!
15.6. Key Resources
15.6.1. Pricing Doc/Choose Your Own Adventure
15.6.1.1. Also need to organize the elements within it
15.6.2. Process Doc/Sales Deck
15.6.3. Client Welcome Guide
15.6.4. New Partner Package
15.6.5. Partner Portal
15.7. Key Marketing + Brand Components
15.7.1. Blog
15.7.2. Podcast
15.7.2.1. Say It Online
15.7.2.2. Say it Online
15.7.3. Role Titles
15.7.3.1. Word Weaver