Brand Rule Book
J.Hilburn is a brand on a mission.
We separate ourselves from other custom menswear brands by being the most personal and custom brand in men’s fashion.
As the only lifestyle brand offering a full-service, custom made experience across all categories of a man’s wardrobe, we have obsessively re-engineered menswear.
We combine a Personal Stylist’s expertise with the power of proprietary technology to create clothes built just for you. Style crafted with the best fabrics in the world, delivered directly to you, at a great value.
Our Personal Stylists will meet you at your convenience. After a few quick measurements, you’re on your way to your custom-made wardrobe for every aspect of your life.
With Independent Personal Stylists across the US, we must be seen as one consistent, unified,
and authentic brand. The brand reputation we’ve all worked so hard for will be damaged if the J.Hilburn name is used in a way inconsistent with our brand ethos. We are proud of our brand and want to empower each of you to properly speak about the brand, market yourself and your business, and to work together to create a cohesive brand narrative. Your help in respecting the J.Hilburn brand and shaping its success is vital to our growth.
A great brand isn’t about one thing, it’s about everything. As we continue to build a household brand, we must work together to uphold the brand integrity we’ve developed since 2007. Your help in respecting the J.Hilburn brand and shaping its success is vital to our growth.
Core Values
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
We believe a brand and company are built from the inside out - in our case through our Stylists and Employees feeling safe, secure, motivated, and passionate. Clear, nonnegotiable core values connect us all and provide, a “North Star” - guiding us all in the right direction as we make business decisions and as we refine and improve on performance and excellence.
Integrity
We will be honest and consistent in our actions, methods, expectations, and outcomes. The true definition of Integrity is the adherence to moral and ethical principles. As leaders, we recognize the impact that we have on others. We are conscious of how our behavior and words impacts those around them intentionally and often times, unintentionally. Integrity requires humility, authenticity, and selfawareness as we interact with others.
Win-Win
We are committed to creatively crafting mutual beneficial relationships that result in a win for all stakeholders – Clients, Stylists, Employees, Vendors. Innovativethinking, resourcefulness and problem-solving can produce outcomes that can result in success for everyone.
Trust
We will foster a trust-based culture, where team members feel safe, secure and have clarity on vision and direction. Trust brings out the best in people and inspires creativity, innovation and meaningful work. “Trust is equal parts character and competence... You can look at any leadership failure, and it’s always a failure of one or the other.” ― Stephen M.R. Covey, The Speed of Trust: The One Thing that Changes Everything
Communication
We are devoted to clear, transparent, thoughtful and reliable communication that’s consistent. We understand that communication should come in different forms depending on the audience, that communication is a two-way street, which involves the important art of listening. We should seek first to understand and always have positive intent.
Responsibility
We have a responsibility to do the right thing in every aspect of our business. We’re committed to providing a quality, differentiated experience to our Clients, a thriving workplace for our Stylists and Employees, a creative partnership with our Vendors and a commitment to sustainability to the environment and to giving back to the communities that we serve.
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
Love Life
We are passionate about our work and also our personal lives and foster continuous learning and selfimprovement. We encourage an environment of fun, personal wellbeing and finding time to enjoy all aspects of living life to the fullest.
Excellence
We strive for greatness in everything we do as we differentiate, innovate and go above and beyond to make every product, interaction and decision executed with excellence. This sometimes means getting gritty, speaking up and being a change agent. This also means as we demand excellence, we hold ourselves accountable when we don’t always succeed and learn and improve at every turn.
Teamwork
We are a J.Hilburn family and we are in it together. We respect the contribution of others – no matter the title or role - and shoulder-toshoulder we work to execute with excellence. Teamwork means we are “all in” and ensure accountability and provide support for each from start to finish.
Making it easy for men to dress well and feel great.
Brand Voice
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
J.Hilburn is a trifecta of three key words: Confident, Aspirational and Unique. You cannot have one without the other, as they come together in a symphonized harmony.
When the three voices of J.Hilburn come together, we are clear, succinct yet informative. We never presume to know our Clients better than they know themselves. J.Hilburn Stylists encourage, suggest and maximize the possibilities.
Confident – feeling and telling through a self-assured voice.
Aspirational – Aspirations of a luxury reality, the emotional “wanting to be.”
Unique – Authentic, custom for you with Stylist guidance and personalization.
As you speak about J.Hilburn, keep these three words at the forefront of your mind. J.Hilburn is confident, unique and aspirational.
Confident
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
CONFIDENT Keywords
Timeless | Modern | Individualism | Style + Stylist Freedom | Alluring
J.HILBURN CONFIDENCE IS: Informative Leading Desirable Driven
J.HILBURN CONFIDENCE IS NOT: Proud Loud Irreverent Arrogant
ASPIRATIONAL Keywords:
Effortless | Elegance
J.HILBURN ASPIRATIONS ARE: Prestigious Client-Centric Attainable Connected Optimistic Modern Personal
J.HILBURN ASPIRATIONS ARE NOT: Confusing Superficial Trendy Cold Fun Quirky
UNIQUE Keywords: Handmade | Harmony | Artisanal | Quality | Signature Materials
J.HILBURN UNIQUENESS IS: Quality-Oriented Sophisticated Straightforward Uncomplicated Affordable
J.HILBURN UNIQUENESS IS NOT: Cheap Lookalike Cookie Cutter Mass Market
Visual Guidelines
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
The J.Hilburn logo should be used on top of photography where there is adequate contrast between the logo and the imagery. You have access to a Content Library in the Social Media and Marketing Hub* that correctly displays our logotype over brand photography and should only be used in that instance. You do not have permission nor authority to add the J.Hilburn logo over any images you take or collages that you create.
*https://newsroom.myjhilburn.com/social-media-marketing-hub/
White Logotype on Dark background
Black Logotype on Light background
MisuseLogo
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
In order to represent the J.Hilburn brand accurately, the logo must be used consistently and correctly across all design platforms.
The following examples show unacceptable alterations and should never be used under any circumstances. These examples decrease our brand quality and do not set the right example to our Clients and Stylists.
LogoStylist
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
The Stylist Logo is a trusted symbol of prestige and quality. It was created for the specific use of our Stylists’ personal brand identity and should only be used in designated applications. This logo is available for the Stylists to use and it can be requested via the process outlined in the Social Media and Marketing Hub*.
There are 3 variations of the J.Hilburn Stylist logo,** each created in varying sizes to ensure legibility across all applications. Each logo is shown here at its minimum size requirement.
LARGE LOGO
The large logo has been adjusted for applications requiring a logo larger than 4” wide.
MEDIUM AND SMALL LOGOS
The medium and small logos have been adjusted for applications requiring a logo less than 4” wide.
*https://newsroom.myjhilburn.com/social-media-marketing-hub/
**Note that Stylist Studios have a separate logo created for their specific use and should only be used in designated applications where the design is intended.
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
J.Hilburn’s fashion photography crops provide visual variety and serve to focus in on our product for detail highlights or stylist options. We often mix imagery with a single model and multiple models in the same design application to showcase product stories and convey a mood or feel from our campaign each season.
We have a team of professional creatives that work to ensure our photography for each season is consistent and within our brand guidelines. They also properly represent the clothing being photographed in terms of coloring and texture. It is imperative that you do not edit nor manipulate any photography we provide.
It not only hurts our brand reputation but violates copyright law when you copy/reproduce our logos, lookbook photography, website imagery, printed materials, and editorial articles.
This includes but is not limited to: filtering, cropping, writing over them, distorting them or changing their appearance in any way. If we discover that you have edited our photography in any way, you will be asked to remove it immediately. Please help us uphold our Brand Guidelines by following this request.
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
We encourage you to take photographs of your own Clients to showcase your Styling abilities. Here are a few tips on how to take a great photo:
• Use natural lighting. This means take the photo beside a window with natural light, or outside in the shade where there is natural light shining.
• Focus on your subject. Make sure the Client you are taking a photo of is in focus.
• Check the background. Always be sure that the surrounding area is clean of any clutter or distractions.
• How is the clothing? The star of the photograph is not only your Client, but the clothing he is wearing. Make sure the clothing is pressed and presentable.
• You do not have permission to add the J.Hilburn logo over any photographs you take or collages or graphics that you create.
GOOD EXAMPLES
Videography
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
Along with professionally created photography, we also occasionally provide video for you to use to when marketing your business.
We have a team of professional creatives that work to ensure our videos for each season are consistent and within our brand guidelines. They also properly represent the clothing being videoed in terms of coloring and texture. It is imperative that you do not edit nor manipulate any videography we provide.
This includes but is not limited to: filtering, cropping, writing over them, distorting them or changing their appearance in any way. If we discover that you have edited our videography in any way, you will be asked to remove it immediately. Please help us uphold our Brand Guidelines by following this request.
Advertising
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
Advertising is a great way to increase visibility to your business and the brand in your area.
DO
• Always identify yourself as an Independent Personal Stylist or J.Hilburn Stylist
• Always include a Call to Action: your phone number, email address, and link to your Personalized J.Hilburn Website (PURL)
• Use the Request Form in the Social Media & Marketing Hub* to request approval and provide necessary details for the Home Office team to create your unique advertisement
• If your ad costs money, make sure you can get a 10 to 1 return on your ad spend to ensure that it is a good use of your resources
Use our streamlined process for requesting custom assets, backed by a dedicated Home Office team member focused solely on supporting your creative requests. This new role was created to ensure you get the materials you need quickly, professionally, and in line with our brand.
Submit a request using a simple online form found in the Social Media & Marketing Hub.* You will provide the necessary items for the Home Office team to create your advertisement after approval. The Home Office will work directly with you and the publication to deliver a brand approved asset.
*https://newsroom.myjhilburn.com/social-media-marketing-hub/
DO NOT
• Run an ad that has not been approved by the Home Office team
• Advertise with publications that are not inline with our brand values
• Advertise in any national newspapers or magazines
• Advertise in any regional publications
• Advertise on Facebook, Instagram, or Google
• Advertise your business on your car via window decals
• Inappropriately use the logo on promotional items
The Home Office team has final approval for every ad request submitted. If your ad request is not approved, a member of the team will reach out to discuss other options.
Your Brand Tools
J.HILBURN INC. - NOTICE The information contained in this document contains proprietary and confidential information of J.Hilburn Inc. and is intended only for the use by J.Hilburn Inc. employees and Stylists who have been granted access to such information by J.Hilburn Inc. Any distribution, copying, duplication or disclosure of this document or any information contained therein is strictly prohibited. If you are not the intended recipient of this document, please notify communications@jhilburn.com.
J.Hilburn provides you with several tools that help you remain on-brand while marketing your business.
Many of these items are housed in our Social Media and Marketing Hub*
*https://newsroom.myjhilburn.com/social-media-marketing-hub/
They include:
Approved Seasonal Images
Social Media Assets (images, videos, etc.)
Recruiting and Opportunity Assets
Thank You Graphics And More
CONTENT LIBRARY / SOCIAL MEDIA AND MARKETING HUB*
Prior to every seasonal launch, we provide approved seasonal images, recruiting and opportunity assets, social media graphics, thank you materials, and more in our Social Media and Marketing Hub.
CUSTOM REQUEST FORM
Use our streamlined process for requesting custom assets with the Custom Request Form in the Social Media and Marketing Hub. You will provide the necessary information to create your advertisement and the Home Office team will work directly with you and the publication to deliver a brand approved asset.
MOO PORTAL
J.Hilburn has partnered with Moo to provide you with a source of brandapproved marketing materials for you to purchase to help grow your business and build Client relationships
Including:
• Approved Business Cards
• Approved Print Materials
• Branded Note Cards
• And More
For more information on how to access Moo, please visit the Social Media and Marketing Hub.