Vertical Nerve Brand Standards

B R A N D S TA N D A R D S

HELLO

WE ARE VERTICAL NERVE. Get to know our brand and you will understand what drives us. Our dynamic colors, bold typography and clean design all serve to communicate one idea – WE CONNECT BRANDS AND PEOPLE. The following are more than colors, fonts, elements and layouts; they’re the essence of our brand – who we are and how we do business.

BRAND VOICE

BRINGING YOUR BRAND TO PEOPLE AND PEOPLE TO YOUR BRAND

MEASURE UP. 4

ACQUIRE Search Engine Marketing Remarketing Performance Display Advertising Search Engine Optimization Social Advertising

Design & Development A/B Testing Reporting & Insights Google Analytics Premium Tag Management

CONVERT

CORE VALUES

PROFESSIONAL

INNOVATIVE

We will conduct ourselves as professionals in our actions, demeanor and appearance.

Every employee is committed to finding and implementing better ways to do things.

DEPENDABLE & TRUSTWORTHY

PROBLEM SOLVER

We say we will do it - consider it done.

There is no problem we cannot solve.

100% CUSTOMER COMMITTED

RELENTLESS

We will ensure all customers are ecstatic about being a reference.

We are the hardest working company in the industry. We will always out-hustle our competitors.

6

LOGO USAGE > HORIZONTAL LOGO CORRECT USAGE

INCORRECT USAGE

> VERTICAL LOGO CORRECT USAGE

INCORRECT USAGE

*Versions of the logo preceding 2015 should no longer be used

7

LOGO USAGE > SPACING CORRECT USAGE

INCORRECT USAGE

Minimum spacing around logo

> ICON CORRECT USAGE

INCORRECT USAGE

8

LOGO USAGE > LOGO WITH TAGLINE CORRECT USAGE

INCORRECT USAGE

measure up

measure up

> LOGO WITH DMNmedia TAGLINE CORRECT USAGE

INCORRECT USAGE

A DMNMEDIA COMPANY

> PARTNERSHIPS CORRECT USAGE

Equal visual weight and spacing for Vertical Nerve and partner logos

INCORRECT USAGE

Vertical Nerve is too small with too little space around the dividing line

Vertical Nerve logo is too large with too much space around the dividing line

9

COLORS Each of our core colors represents a unique attribute of the Vertical Nerve brand.

VIBRANT ORANGE

THE PEOPLE

THE DATA

Our orange is bright and bold – just like the people who work here. We are serious about our clients but know that the best results flow out of a fun, creative and collaborative atmosphere.

Gray represents the foundation of our agency – the data that drives the results. Each and every optimization test, decision and recommendation we make to clients is backed by hard numbers.

> PRIMARY

RESOLUTE GRAY

> SECONDARY Vibrant Orange

Resolute Gray

Light Gray

Medium Gray

Canvas

Taupe

#ff6a00 0/72/100/0 255/107/0

#323132 0/0/0/95 51/ 49/50

#ecece5 6/4/8/0 237/236/230

#e0dfdb 11/8/11/0 224/224/219

#f1f3e6 2/0/8/2 242/244/230

#dcddd2 13/8/16/0 220/222/210

10

TYPEFACES Standard > TRADE GOTHIC

Display/ Illustration > BEBAS NEUE

Condensed

Regular

abcdefghijklmnopqrstuvwxyz 1234567890

Abcdefghijklmnopqrstuvwxyz 1234567890

Bold

Bold

abcdefghijklmnopqrstuvwxyz 1234567890

Abcdefghijklmnopqrstuvwxyz 1234567890

Trade Gothic is a sans-serif typeface designed in 1948 by Jackson Burke, director of type development for Linotype in the USA. Like many gothic fonts of the nineteenth and early twentieth centuries, Trade Gothic is more irregular than many other sans-serif families that came later. This variety is often popular with designers who are looking for a more distinctive effect.

Bold Condensed

abcdefghijklmnopqrstuvwxyz 1234567890 CAPLINE

> ROBOTO

> MONTSERRAT

Light

Regular

abcdefghijklmnopqrstuvwxyz 1234567890

abcdefghijklmnopqrstuvwxyz 1234567890

Regular

Bold

abcdefghijklmnopqrstuvwxyz 1234567890

abcdefghijklmnopqrstuvwxyz 1234567890

Medium

MEANLINE

X-HEIGHT

abcdefghijklmnopqrstuvwxyz 1234567890 Condensed Regular

abcdefghijklmnopqrstuvwxyz 1234567890

Alternative Fonts > FRANKLIN GOTHIC Medium

BASELINE

N LEFT APEX

WI DTH

TRADE GOTHIC BOLD CONDENSED UPPERCASE

abcdefghijklmnopqrstuvwxyz 1234567890

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TITLES, HEADINGS & SUBHEADINGS > TITLE HEADLINE

> SUBHEADINGS

TRADE GOTHIC CONDENSED

MEASURE UP.

Trade Gothic Bold Condensed tight letter spacing

TRADE GOTHIC BOLD CONDENSED Roboto Medium

DATA, ANALYSIS & INSIGHTS

Trade Gothic Bold Condensed tight letter spacing

> CHARTS, GRAPHS & INFOGRAPHICS

R O B OTO M E D I U M

table headings

> HEADER TREATMENT

MONTSERRAT BOLD

MAKING AN IMPACT FOR MONEYGRAM

Trade Gothic Bold Condensed tight letter spacing

TRADE GOTHIC BOLD CONDENSED

headings

subheadings

TRADE GOTHIC CONDENSED

MAKING AN IMPACT FOR MONEYGRAM Trade Gothic Bold Condensed tight letter spacing

Trade Gothic Condensed tight letter spacing

use logotype for Vertical Nerve

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PARAGRAPH STYLING > HERO PARAGRAPH COPY

> BULLET POINT COPY (PHRASE)

TREATMENT A

It iumquam sendustio. Tus et excepuditi as natquam quate por mos minveritae doluptae voluptur? Santion eicidun tiatum nis as iscim que num.

• Ote, qui es, Palest am pro constuu Trade Gothic Condensed normal spacing with orange call out

• Verursulius hilne molis ficaudacia inat audela mei pero.

• Em nonsinaris, uterivatrae ac tum romnes, utus converum.

TREATMENT B

Quis moluptatis moluptam ne sequo officie ndundem. Ut facerfe rcimpor eperum que excea cum, nus ditatiis eum alit volorerum in etur res es aliam.

Trade Gothic Condensed normal spacing

> BULLET POINT COPY (LIST) • Edees comnit vis rescepere,

> SUBHEAD COPY

• Hilne molis ficaudacia inat • Em nonsinaris

TREATMENT A

Tiam, consequiatem et quunt aut quia dolupti sciate premqui nis audae audi optationem sinist magniminimus ilique eos repernati atet volor aut estrum accabor epersped quod que offic tem qui cus et eum abo.

Roboto Regular normal spacing

• Uterivatrae ac tum romnes

Roboto Regular normal spacing open leading with option of bullet point or caret (>)

• Palest am pro constuu • Ficaudacia inat • Verursulius hilne molis

TREATMENT B

Ne ea sanis ut qui torporem qui reptaque nones et exerspiciis volum excest, tendere mperupt atincto dolorem si tem estio voles doluptas atus debisto dolore nonsendam ex et dit ium et essimil es ent.

Trade Gothic Condensed normal spacing

> DESCRIPTION COPY • Ehent queaut luptasi nus

> BODY COPY Atem laturit autem asitas aliti dus invelenda dolore, qui quias exerspit, optassi te ni rescia volorro magnimu sandelitaqui officat ero commolupta venti sectet es qui rem qui ditia aut rempos eum quid que corum cum reriatia vel el ium iur rae volor moditatiis aut labo. Nam,

• Edees comnit vis rescepere, mo prit Dacredo nequam

Roboto Regular normal spacing open leading with option of bullet point or caret (>)

• atiorem num sequost, que voluptur, qui natum earibeatquos iuntibus rehenist eos ex ea si sunt. Ibusaped ut harchil mo optaturionem haribusa venis eaquaeperi eosantibu nosandittiistrum.

• ditItaquis vo sendantint

Roboto Regular normal spacing open leading with bullet point or caret

Roboto Regular normal spacing open leading with .25 gutter

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PRESENTATION STYLING > COVER PAGE

> CONTENT PAGE

Trade Gothic Bold Condensed tight spacing with open leading

Roboto Condensed Regular normal spacing with open leading

MEASURE UP.

Trade Gothic Bold Condensed cropped to one side with logo alignment

> SECTION BREAK

SETTING THE BAR

Vertical Nerve logo overlay

> TEXT SLIDES

dark image overlay conceptual, faded back white image

Trade Gothic Bold Condensed reversed out orange bar

Montserrat Medium open leading in rectangle Bebas Neue Bold tight spacing Roboto Regular lowercase

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TYPOGRAPHY STYLING > TYPE STYLING

OUR TEAM IS

EXPERIENCED

1

Bebas Neue Bold tight spacing

and

certified IN LEADING TOOLS AND

APPLICATIONS IN USE TODAY

2

Conduct audits of data collection methods and account settings

Analyze audit results and strategize with MoneyGram team to correct account issues

3

Optimize the account and create a road map for future support

Roboto Condensed Regular Bebas Neue Regular Montserrat Bold medium spacing

150

$

PER HOUR

FOR 10

135

$

dotted divider line

PER HOUR

FOR 20

125

$

PER HOUR

FOR 40

> WORD CLOUD Trade Gothic Condensed Trade Gothic Condensed Bold Bebas Neue Regular

The digital marketing space can be overwhelming.

EST. PROJECT TIME: VARIES COST: CUSTOM-SCOPED

Trade Gothic Bold Condensed tight spacing

Trade Gothic Condensed open spacing

Trade Gothic Condensed tight spacing

16

STYLE & TREATMENT

> RECTANGLE

> CIRCLE

> TRIANGLE

> CARET

> ARROW

UPTALIT ELIAS

QUE REMPORE RUPTAS

ICIENITEM ABORRO

(enlarged for viewing)

$3,500

> DOTTED LINE

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ICONS > LINEAR STYLE

> SOLID STYLE

Simple, conceptual clean line work used mainly on presentations and infographics.

ON WHITE

ON GRAY

WITH TEXT

ON WHITE

Vibrant Orange Resolute Gray

Simple, conceptual solid shapes used mainly on case studies and websites.

Vibrant Orange

Performance Display Advertising

Resolute Gray

WITH TEXT

Define Measurement Plan

White Light Gray White Vibrant Orange

Performance Display Advertising

Roboto Condensed Regular

PERFORMANCE DISPLAY ADVERTISING

Trade Gothic Condensed all caps

DEFINE MEASUREMENT PLAN

DEFINE MEASUREMENT PLAN

PERFORMANCE DISPLAY ADVERTISING

19

CHARTS AND GRAPHS > APPLICATIONS

> COMMON ELEMENTS

Montserrat Bold

IMPRESSIONS

Medium Gray

icon logo

COST PER CLICK slight light to dark gradient

gray for non-Vertical Nerve data

line pattern

subtle drop shadow

COMPETITOR A SEPT. 2014

COMPETITOR B JULY 2015

SEPT. 2015

20

INFOGRAPHICS > APPLICATIONS

> COMMON ELEMENTS

tone-on-tone graphic line pattern within border of base color

simple, clean shapes

Our web developers

FINAL RESULTS

IMPLEMENT

are crafted for client report.

the test hypothesis.

0-15 DAYS

15-30 DAYS

75-90 DAYS

30-75 DAYS

TEST RUNS for 45 days

Our analytics experts

ANALYZE

your page for areas of improvement using website analytics and heatmap reporting to develop a test hypothesis.

Roboto Medium for body copy Trade Gothic Bold Condensed for emphasis

multiple shades of orange to show progression

Yellow Orange

Vibrant Orange

Rust Orange

Dusk Orange

#f4951f 0/72/100/0 244/149/31

#ff6a00 0/72/100/0 255/107/0

#d2602e 13/75/94/2 211/96/47

#af5029 23/78/96/13 175/80/42

21

SOCIAL MEDIA GRAPHIC STYLE > APPLICATIONS

BRINGING

> COMMON ELEMENTS

image containing multiple objects that can be highlighted

YOUR

graphic circle asymmetrically placed

PEOPLE BRAND TOPEOPLE TO YOUR BRAND

BRINGING

YOUR

PEOPLE BRAND TOPEOPLE TO YOUR BRAND

sporadic length, angle and placement of dotted lines and circle

Trade Gothic Bold Condensed

22

TYPOGRAPHICAL ILLUSTRATIONS > COMMON ELEMENTS bold typography image overlay in gray area simple, clean shapes

WE

review of your Google Analytics account, verifying setup and data accuracy with instructions for improvement

tag manager gives you the power to

create and update tags

for your website and mobile apps at any time

test

implement

optimize

AND

CO M P R E H E N S I V E

Plan

YOUR ANALYTICS FOR

MAXIMUM INSIGHTS

23

CATEGORIES

CITYSCAPES

Our aim to achieve new levels of success for our clients and meet the high expectations we set for ourselves is captured with dynamic images of urban skyscrapers pictured at striking angles.

Captivating images of paths found in outdoor environments reflect our determination to pioneer down roads others have not yet traversed.

AGENCY LIFE

PAT H W AY S

Interesting angles and crops of agency life reflect our most important resource – the people that dedicate themselves to improving the performance and results for the brands they work with.

Image selection is not limited to these categories but should share common attributes including one or more of the following: conceptual ideas conveyed through abstract images, modern aesthetic, high depth of field and interesting crops. In other words, think beyond the frame.

25

PHOTOGRAPHY TREATMENT > FULL PAGE CORRECT USAGE

Vibrant Orange overlay

INCORRECT USAGE

Resolute Gray overlay

White overlay

image is too dark, muddying up the orange

> FULL PAGE WITH LOGO WATERMARK CORRECT USAGE

Vibrant Orange with transparent logo overlay

INCORRECT USAGE

Resolute Gray with transparent logo overlay

image is too light, and logo needs to fill the space completely with a crop at inner left edge icon

26

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questions? hello@verticalnerve.com