High Moon Studio Dielle Charon

DIELLE CHARON

2021 V1.0

BRAND GUIDELINES

PREPARED BY

DIELLE CHARON

BRAND GUIDELINES

2021 V1.0

WHEN IT COMES TO BRANDING, CONSISTENCY IS KEY. THESE BRAND GUIDELINES OFFER A COMPREHENSIVE SET OF ‘RULES’ TO HELP YOU TRULY BRING YOUR BRAND TO LIFE IN A WAY THAT MAINTAINS BOTH ITS QUALITY AND INTEGRITY.

BY HIGH MOON STUDIO

PAGE 02

DIELLE CHARON

BRAND GUIDELINES

2021 V1.0

CONTENTS

BY HIGH MOON STUDIO

1.0

BRAND STRATEGY

PAGE 04

2.0

CREATIVE DIRECTION

PAGE 15

3.0

LOGO

PAGE 21

4.0

COLOR PALETTE

PAGE 29

5.0

TYPE SUITE

PAGE 32

6.0

BRAND IMAGERY

PAGE 39

7.0

APPLICATION

PAGE 41

DIELLE CHARON

1.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

BRAND STRATEGY 1.1

OVERALL BRAND STORY

PAGE 05

1.2

BEHIND THE BUSINESS

PAGE 06

1.3

BUSINESS TAGLINES

PAGE 07

1.4

IDEAL CUSTOMER AVATAR

PAGE 08

1.5

UNIQUE VALUE PROPOSITION

PAGE 09

1.6

PAIN POINTS & SOLUTIONS

PAGE 10

1.7

BRAND PERSONALITY

PAGE 11

1.8

BRAND FEELING

PAGE 12

1.9

IMPORTANT BRAND KEYWORDS

PAGE 13

1.10

BRAND CHARACTERISTICS

PAGE 14

DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.1

OVERALL BRAND STORY

BY HIGH MOON STUDIO

THE LUXE COACH FOR WOMEN OF COLOR

THE LUXE COACH FOR

2021 V1.0

DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.2

2021 V1.0

BEHIND THE BUSINESS KEY POINTS

Dielle is a business coach helping women of color start and scale high ticket coaching businesses.

Three offers:

She has three offers:

•

High-ticket: private coaching

•

Medium ticket: 6-month The Quarter Million Liberation mastermind class

•

Low-ticket: The Five Figure Freedom which is an evergreen program

•

The Five Figure Freedom: an evergreen program for side hustlers who want to create a full-time income on part-time hours.

•

The Quarter Million Liberation: a 6-month mastermind geared to help women scale to their first 250k with just two offers.

•

Private Coaching: women who are making $200k plus and want to scale to $500k.

She markets on Instagram, email, and on her podcast: Black, Banked, and Booked Out.

BY HIGH MOON STUDIO

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DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.3

2021 V1.0

WOMEN OF COLOR RUN THE WORLD

BUSINESS TAGLINES

HELPING WOMEN OF COLOR BUILD IN DEMAND COACHING BUSINESSES QUIT YOUR RACIST DAY JOB, CREATE YOUR OWN INCOME, STOP LISTENING TO THE WHITE MAN, BREAK YOUR OWN INCOME CEILINGS, WE GOIN BE ALRIGHT

BY HIGH MOON STUDIO

PAGE 07

DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.4

2021 V1.0

IDEAL CUSTOMER AVATAR KEY POINTS

•

Women of color

•

Women ages from 20-50

•

Socially/civically minded

•

They hold advanced degrees

•

They want the freedom of a coaching lifestyle

BY HIGH MOON STUDIO

They are a women of color, either a side hustler or someone who doesn’t have a ton of time, and wants to build a high ticket coaching business.

The high ticket nature is important as they want to have high paying clients. They also want to build generational wealth and be the first person in their family to become successful entrepreneurs.

They are also socially/civically minded, meaning they understand the power of white supremacy and how it impacts their daily experience and their ability to generate wealth. They also are very smart, most of them hold advanced degrees. They want to build a simple coaching business that helps others and makes them money while still pursuing their other goals like creating a family, etc.

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DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.5

2021 V1.0

UNIQUE VALUE PROPOSITION

Dielle is a black woman who gives OPTIONS to other women of color and that is one of the biggest reasons why her clients work with her. Her clients really want to work with someone who looks like them and understands their journey. Dielle infuses white supremacy and the patriarchy in her coaching style and within her content too. She also speaks about business from a very simple and ethical way. She helps her clients understand that they can have massive amounts of income and wealth—without doing a hundred million things.

BY HIGH MOON STUDIO

PAGE 09

DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.6

PAIN POINTS & SOLUTIONS

BY HIGH MOON STUDIO

2021 V1.0

Not being able to get high ticket coaching clients.

Not having enough time.

Feeling stressed and all over the place with your business model.

Not seeing an example of people of who look like them.

SOLUTION

SOLUTION

SOLUTION

SOLUTION

She teaches simple, FEEL GOOD strategies on how to market to and attract high-ticket clients.

And she teaches her clients on how to close sales calls without being sales-ey.

She worked for her business for 3 years and in that time she had scaled it to multiple six figures using a time management method that she teaches inside of her The Five Figure Freedom program.

She teaches how to grow a high‑ticket coaching business with just two offers so that her clients don’t have to worry about messy product suites.

She also teach her clients how to create DEMAND so clients actually line up at the door when her students sell.

80% of Dielle’s clients are women of color and do very well in their businesses. The unique perspective is that Dielle is serving the BIPOC community. She’s showing that it is very possible and that they can achieve for themselves as well!

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DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.7

2021 V1.0

BRAND PERSONALITY KEY POINTS

She wants a cross between Beyonce and Stacey Abrams. It’s bougie but with personality and a mission/ purpose of social justice at the forefront and center. It’s very smart, to the point, with no BS, but also approachable and relatable.

•

Social justice oriented

•

•

She’s a high-end social justice minded coach

She loves champagne and has it everyday

•

If Beyonce and Stacy Abrams had a baby

•

Boycott to make your voice known, but make it Beyonce

BY HIGH MOON STUDIO

The brand shows what’s it’s like to have influence, power, and luxury–but they are still very much about the mission and their community. These two women are both about the collective and about helping other women who look like them.

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DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.8

2021 V1.0

BRAND FEELING KEY POINTS

HOW DO THEIR CUSTOMERS LIKE TO FEEL?

•

Luxe social justice

•

Independent

•

Unique

•

Powerful

•

‘Stop the scroll’

•

Catches the eye

•

Piercing

•

Different

•

Strong

•

Transparent

BY HIGH MOON STUDIO

Dielle wants her clients to feel seen, understood, and confident. Several of her clients say, “You get it, Dielle. You understand the grind/the hustle/me”. She wants them to be inspired that a person who looks like them is achieving what’s possible.

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DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.9

2021 V1.0

IMPORTANT BRAND KEYWORDS PIERCING

LUXE

CLEAN

‘STOP THE SCROLL’ UNIQUE

BY HIGH MOON STUDIO

PAGE 13

DIELLE CHARON

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.10

2021 V1.0

BRAND CHARACTERISTICS

BY HIGH MOON STUDIO

MASCULINE

FEMININE

NEUTRAL

COLORFUL

MINIMALIST

MAXIMALIST

SERIOUS

FUN

PROFESSIONAL

CASUAL

MODERN

CLASSIC

EDGY

ELEGANT PAGE 14

DIELLE CHARON

2.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

CREATIVE DIRECTION

2.1

CREATIVE RATIONALE

PAGE 16

2.2

MOODBOARD

PAGE 17

2.3

CREATIVE EXECUTION

PAGE 18

2.4

GENERAL COLOR PALETTE VISION

PAGE 19

2.5

GENERAL TYPE SUITE VISION

PAGE 20

DIELLE CHARON

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.1

CREATIVE RATIONALE

2021 V1.0

POWERFUL INFLUENCE The Powerful Influence direction is a bold twist on classic design elements. The viewer is drawn in by the striking black and white photography and rich color palette. It leaves them feeling empowered and ready to take on anything that comes their way.

BY HIGH MOON STUDIO

PAGE 16

DIELLE CHARON

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.2

2021 V1.0

MOODBOARD

BY HIGH MOON STUDIO

PAGE 17

DIELLE CHARON

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.3

2021 V1.0

CREATIVE EXECUTION

BY HIGH MOON STUDIO

SHAPED BEHIND TYPE

B&W PHOTOGRAPHY

LAYERED PHOTOS

We will use shapes behind important pieces of copy to draw attention to them.

We will use strictly black & white photography for a powerful look and feel.

We will overlap photos on top of each other for a modern and fun element.

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DIELLE CHARON

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.4

2021 V1.0

GENERAL COLOR PALETTE VISION

BY HIGH MOON STUDIO

PAGE 19

DIELLE CHARON

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.5

2021 V1.0

GENERAL TYPE SUITE VISION

BY HIGH MOON STUDIO

PAGE 20

DIELLE CHARON

3.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

LOGO

3.1

PRIMARY LOGO

PAGE 22

3.2

SECONDARY LOGO

PAGE 23

3.3

BRAND MARK

PAGE 24

3.4

COLOR & LEGIBILITY

PAGE 25

3.5

CLEAR SPACE

PAGE 26

3.6

LOGO MISUSE

PAGE 27

3.7

FILE FORMATS

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DIELLE CHARON

BRAND GUIDELINES

3.0 LOGO

3.1

2021 V1.0

PRIMARY LOGO This is the primary logo which should be used in the first instance. The logo must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

LOGO ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

LOGO ON DARK BACKGROUND

LOGO ON PHOTOGRAPHY

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DIELLE CHARON

BRAND GUIDELINES

3.0 LOGO

3.2

2021 V1.0

SECONDARY LOGO This is the secondary logo.

The logo must be resized proportionately, never stretched.

It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

LOGO ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

LOGO ON DARK BACKGROUND

LOGO ON PHOTOGRAPHY

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DIELLE CHARON

BRAND GUIDELINES

3.0 LOGO

3.3

2021 V1.0

BRAND MARK This is the brand mark. The mark must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

MARK ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

MARK ON DARK BACKGROUND

MARK ON PHOTOGRAPHY

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DIELLE CHARON

BRAND GUIDELINES

3.0 LOGO

3.4

2021 V1.0

COLOR & LEGIBILITY This is a quick guide as to what color combinations work well for legibility when it comes to your brand assets, and in this particular case your logo.

BY HIGH MOON STUDIO

PAGE 25

DIELLE CHARON

BRAND GUIDELINES

3.0 LOGO

3.5

2021 V1.0

CLEAR SPACE Clear space is the area surrounding your logos and brand mark that must be kept free of any text or graphic elements. By leaving space around the logo, you make sure it stands out on all your communications. The minimum clear space is 50% of the height of the entire logo/mark.

It is sometimes necessary to increase and decrease the logo depending on the print area. Always keep in proportion. Always ensure the text is legible.

100% OF LOGO HEIGHT

100% OF LOGO HEIGHT

100% OF LOGO HEIGHT

100% OF LOGO HEIGHT

BY HIGH MOON STUDIO

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DIELLE CHARON

BRAND GUIDELINES

3.0 LOGO

3.6

2021 V1.0

LOGO MISUSE Any changes to our logo diminish its integrity and the equity of our brand. The examples shown here are some specific “do nots” for your logo.

BY HIGH MOON STUDIO

DO NOT ADD ELEMENTS OR SHADOWS TO THE LOGO

DO NOT ALTER THE LOGO’S SHAPE IN ANYWAY

DO NOT ROTATE THE LOGO

DO NOT OUTLINE THE LOGO

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DIELLE CHARON

BRAND GUIDELINES

3.0 LOGO

3.7

2021 V1.0

FILE FORMATS Here is a general rule of thumb with regards to file formats and which file types you will need for different purposes.

PURPOSE/USAGE

FOR PRINT

AI

FILE CHARACTERISTICS

PDF

EPS

SVG

SCALABLE + EDITABLE

AI

BY HIGH MOON STUDIO

FOR WEB

PDF

PNG

JPG

UNIVERSAL

EPS

SVG

PDF

TRANSPARENT

PNG

JPG

AI

PDF

EPS

SVG

PNG

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DIELLE CHARON

4.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

COLOR PALETTE

4.1

BRAND COLORS

PAGE 30

4.2

COLOR TINTS

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DIELLE CHARON

BRAND GUIDELINES

4.0 COLOR PALETTE

4.1

2021 V1.0

BRAND COLORS Your brand is underpinned with a color palette designed to be piercing, luxe, clean and ‘stop the scroll’ unique. Different combinations of these colors can dramatically change the tone and appearance of your brand so it is important to consider how they work together. Keeping color consistent is a vital element to your branding to help achieve greater brand recognition.

PRINT

BLACK

WINE

BLUSH

PORCELAIN

PINK

WHITE

CMYK 60 | 40 | 40 | 100

CMYK 38 | 93 | 74 | 59

CMYK 36 | 41 | 50 | 4

CMYK 6 | 9 | 12 | 0

CMYK 5|5|6|0

CMYK 0|0|0|0

RGB 0|0|0

RGB 87 | 15 | 27

RGB 164 | 142 | 124

RGB 237 | 227 | 217

RGB 239 | 235 | 233

RGB 255 | 255 | 255

HEX #000000

HEX #570F1B

HEX #A48E7C

HEX #EDE3D9

HEX #EFEBE9

HEX #FFFFFF

Use the optimized CMYK values for print.

WEB Use the RGB values or HEX codes for web.

BY HIGH MOON STUDIO

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DIELLE CHARON

BRAND GUIDELINES

4.0 COLOR PALETTE

4.2

2021 V1.0

100%

80%

60%

COLOR TINTS

40%

20%

If there is an occasion when you need to create contrast without adding extra colors, you can use incremental tints. Your tints are to be applied in increments of 20%.

From 80%, 60%, 40% and 20%.

Avoid using any other tints.

BY HIGH MOON STUDIO

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DIELLE CHARON

5.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

TYPE SUITE

5.1

TITLE TYPEFACE

PAGE 33

5.2

SUBHEAD TYPEFACE

PAGE 34

5.3

BODY TYPEFACE

PAGE 35

5.4

USE OF TYPOGRAPHY

PAGE 36

5.5

TYPOGRAPHY TERMS

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DIELLE CHARON

BRAND GUIDELINES

5.0 TYPE SUITE

5.1

TITLE TYPEFACE Walbaum 96pt Regular is your title typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Use Walbaum 96pt Regular in uppercase for titles and pull quotes.

BY HIGH MOON STUDIO

2021 V1.0

ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghjkl mnopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç

Aa PAGE 33

DIELLE CHARON

BRAND GUIDELINES

5.0 TYPE SUITE

5.2

SUBHEAD TYPEFACE Proxima Nova Regular is your subhead typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Proxima Nova Regular should be written in uppercase letters and can be used for subheads, links and CTAs.

BY HIGH MOON STUDIO

2021 V1.0

ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç

Aa PAGE 34

DIELLE CHARON

BRAND GUIDELINES

5.0 TYPE SUITE

5.3

BODY TYPEFACE Proxima Nova Regular is your body typeface.

Typography is a key element in your brand.

It works to maintain consistency, create clarity and provide equity to your brand.

It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Use Proxima Nova Regular in sentence case for body copy.

BY HIGH MOON STUDIO

2021 V1.0

ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç

Aa PAGE 35

DIELLE CHARON

BRAND GUIDELINES

5.0 TYPE SUITE

5.4

2021 V1.0

TITLE TYPEFACE USE OF TYPOGRAPHY

LOREM IPSUM SUBHEAD. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore

One of the most important techniques for effectively communicating content is the use of typographic hierarchy. Typographic hierarchy is a system for organizing type that establishes an order of importance allowing the reader to easily find what they are looking for. It is important to maintain these type pairings to allow for clarity and consistency.

BY HIGH MOON STUDIO

eu fugiat nulla pariatur.

CTA BUTTON

TITLES & PULL QUOTES

SUBHEADS & CTA BUTTONS

BODY COPY & CAPTIONS

Walbaum 96pt Regular in

Proxima Nova Regular in

Proxima Nova Regular is to be

uppercase is to be used for titles and pull quotes.

uppercase is to be used for all buttons and CTAs.

used for body copy and captions, and when a more delicate font is required. Use in sentence case.

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DIELLE CHARON

BRAND GUIDELINES

5.0 TYPE SUITE

5.5

TYPOGRAPHY TERMS

This is sentence case

2021 V1.0

This Is Title Case

THIS IS UPPERCASE

For reference here is an overview of the typography terms you will find most useful when styling your brand type suite.

BY HIGH MOON STUDIO

SENTENCE CASE

TITLE CASE

UPPERCASE

The first letter of the first word in a sentence is capitalized.

The first letter of each word is capitalized.

Every character is capitalized.

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DIELLE CHARON

2021 V1.0

HELPING WOMEN OF COLOR BUILD IN DEMAND COACHING BUSINESSES

BY HIGH MOON STUDIO

PAGE 38

DIELLE CHARON

6.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

BRAND IMAGERY

6.1

PHOTO & VIDEO DIRECTION

PAGE 40

DIELLE CHARON

BRAND GUIDELINES

6.0 BRAND IMAGERY

6.1

2021 V1.0

PHOTO & VIDEO DIRECTION Your brand photography must embody the brand essence through connection with the brand keywords.

All imagery should speak to being piercing, luxe, clean and ‘stop the scroll’ unique.

BY HIGH MOON STUDIO

PAGE 40

DIELLE CHARON

7.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

APPLICATION

7.1

WEBSITE ON DESKTOP

PAGE 42

7.2

WEBSITE ON MOBILE

PAGE 43

7.3

SOCIAL MEDIA

PAGE 44

DIELLE CHARON

BRAND GUIDELINES

7.0 APPLICATION

7.1

2021 V1.0

WEBSITE ON DESKTOP

This is an example of how our branding would be best applied on your website to maintain a consistent look-and-feel.

BY HIGH MOON STUDIO

PAGE 42

DIELLE CHARON

BRAND GUIDELINES

7.0 APPLICATION

7.2

2021 V1.0

WEBSITE ON MOBILE

This is an example of how our branding would be best applied on mobile to maintain a consistent look-and-feel.

BY HIGH MOON STUDIO

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DIELLE CHARON

7.0 APPLICATION

INSTAGRAM FEED LAYOUT

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

DIELLE CHARON

BRAND GUIDELINES

7.0 APPLICATION

7.3

BY HIGH MOON STUDIO

2021 V1.0

INSTAGRAM POST CAROUSEL

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DIELLE CHARON

@HIGHMOONSTUDIO HIGHMOON-STUDIO.COM HELLO@HIGHMOON-STUDIO.COM

BRAND GUIDELINES

2021 V1.0