playbook
3 X + Y = Z 5 ABOUT ARCHETYPES 10 BRAND AND CONTENT PILLARS 12 HOW ARCHETYPES EXPRESS 17 DESIGN RULES 18 SOCIAL MEDIA 26 BRAND GUIDELINES 29 WRITING FOR OUR BRAND 30 BRAND PERSONALITY 32 BRAND LEXICON
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Table of
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Any content–absent of context–allows the reader, hearer, or user to misunderstand what we’re trying to say when we speak. Knowing this, we need to be ready to articulate elements of brand and product value in ways that are uniquely us. We do this by establishing Brand and Content Pillars, paired with the ways we speak to brand character (archetype) and personality.
We focus our content strategy by understanding who we are, what our customers want & meet in the middle with our content.
If, Z = A Goal (A thriving brand that people flock to, an audience of advocates, and/or an environment that is inspiring.)
Then, X = Purpose & Existence
Y = Perceived Execution
When it comes to execution, we follow a 30/30/10/30 split focus: increasing awareness, interest, and loyalty 90% of the time and 10% of the time we focus on sales. Only 1 of every 10 posts we publish has a direct sales call-to-action (CTA).
= Z
X + Y
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Who We Are
THE CHARACTER ARCHETYPE
To give us a deeper understanding of how our brand is relevant to our audiences, we mine archetypes found in literature, psychology and story. By identifying the archetypes that refl ect us, we can better understand the role our brand plays in the life and customer journey of our audience segments.
5 LOVER CHILD SERVANT SHAPESHIFTER
Archetypes
Our first archetype is the CHILD
The Child awakens the joys of play and curiosity. At zö, we bring to life within our clients the parts of themselves they didn’t even know existed.
The Child is constantly looking to the potential of the future. At zö, the work we create always looks forward and pushes the needle of what could be.
The Child believes in the goodness of humanity. At zö, it brings us joy to do the good work of advancing your good work.
The Child reminds us that age is largely an emotional and societal construct. At zö, we face every challenge with spunk and vigor, believing to our core that you only live once.
The Child personifies hope and the promise of new beginnings. At zö, we believe that wonder and magic are everywhere, you just have to look for it.
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Our second archetype is the LOVER
The Lover possesses an unbridled appreciation and affection for beauty, closeness and collaboration. At zö, we see beauty in everything and possess the unparalleled ability to help others see it too.
The Lover is motivated to attract, give, receive and nurture lifeaffirming, intimate love. At zö, we don’t just create meaningful work, we compel our client’s customers to fall head over heels for their brand.
At the heart of the Lover is the desire for an intimacy of connection to self and others that has no distinction. At zö, we exist to connect with those in our tribe so deeply that it’s almost symbioticbecoming an extension of their hands, their feet, and their voice.
The Lover is driven by great passion and devotion. At zö, we care deeply for those in our tribe, fulfilling our purpose by doing everything for their good.
The Lover embodies transformation and rebirth, offering a remembrance of eternal transcendent ideas that elevate the human experience. At zö, the work we do for those in our tribe transcends beyond the “looks good” feeling and into the “hell yeah
I love this” feeling.
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Our third archetype is the SERVANT
The Servant is not subject to subservience or being indentured but represents a calling to service for the benefit of enhancing others’ lives. At zö, we will not only help you accomplish your to-do’s; we’ll help you plan, pursue, and realize the things you’ve so far only wished for.
The Servant is a diligent and dedicated helper, they carry themselves as a humble steward, freely choosing to serve and to satisfy. At zö, we love your business and we know the world will too - they just need to get to know you, which is exactly where we come in.
The Servant is committed to the growth of others and has a talent for community building. At zö we’re here to cast the spotlight on you! To help you not just dream your dreams but to help you see them all come true.
The Servant exists to support the well-being and empowerment of people in their community and feels a deep responsibility to contribute positively to the world. At zö, we are fulfilled in our calling to advance the good and accomplish the goals of all those who are in our tribe.
For the Servant, service can be rendered for the benefit of multiple levels of community, from self to others and beyond to ideals, concepts, and causes. At zö, we carry the belief that you’re not just a business; you’re a cause. You have a greater purpose you’re looking to advance, and it’s our honor to partner with you in it.
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Our fourth archetype is the SHAPESHIFTER
The Shapeshifter gladly takes on the role of catalyst, helping others get past their obstacles. At zö, we are the ultimate swiss-army knife for those in our tribe - helping them overcome any challenge they face.
The Shapeshifter crosses boundaries between reality and dream states. At zö, because we possess the ability to see both the practical and what’s possible, we dream up wonders for those in our tribe while keeping our feet on the ground.
The Shapeshifter desires transformation in others. At zö, what we love more than anything else is helping those in our tribe stand out and shine bright!
The Shapeshifter stirs up repressed energies and forces what is hidden into the light of day. At zö, we help those in our tribe discover who they really are so that they can live out the best versions of themselves.
The Servant adapts fluidly so as to move people towards greater understanding. At zö, we move as our clients move; adapting as they need, to always effectively amplify their message.
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WE HAVE FOUR ARCHETYPES AND FIVE PILLARS TO ATTEND TO EVERY MONTH FOR THE ZÖ BRAND!
ARCHETYPES
CHILD
• Brand Exposure - sharing our brand in child/joyful manner
• Testimonials - sharing our love of our clients and they of us
• Team - playful nature of our team, short videos, snapshots
PILLARS
• Entertainment - things we find joyful, playful, articles of hop
• What We Do - the fun of working with us, creativity, aspirations
LOVER
• Brand Exposure - sharing our brand in loving, meaningful, deep ways
• Testimonials - sharing our love of our clients and they of us
• Team - what we are thankful for (like our own testimonials about clients)
• Entertainment - things we find adorable and uplifting in the world
• What We Do - weaving nurturing and audiences needs into our work
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SERVANT
• Brand Exposure - gratitude and diligence in our work, our excellence
• Testimonials - how we make change (videos and testimonials about our servitude)
• Team - on set images of our team at work, zoom snapshots, videos like brand video
• Entertainment - helpful tips and tricks and blogs that matter
• What We Do - how we come around clients (brand, media, campaign, marketing director)
SHAPESHIFTER
• Brand Exposure - making magic out of nothing, campaign strategy, brand strategy
• Testimonials - focused on craft, building, dreaming, creating, mastering
• Team - showing our cards, who we really are, vulnerability
• Entertainment - leaning into tech, AI, new developments in marketing
• What We Do - focusing on start ups, dreamers, new lines
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how does the child?
(as an archetype of zö) express in:
BRAND EXPOSURE
Our child images with enthusiastic inspiring language
TESTIMONIALS Delight (words) our clients have shared about us in bright colors and images
TEAM (TRIBE)
ENTERTAINMENT
WHAT WE DO
Our tribe at play - videos, images, funny stories
Curious things in the news that make a child go wild
Proud examples of creative
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how does the lover?
(as an archetype of zö) express in:
BRAND EXPOSURE
TESTIMONIALS
TEAM (TRIBE)
Our lover images with language that leaves the viewer feeling inspired/loved
Gush moments (words) from our clients about how they love us
Bonding images, connecting deeply (make the viewer feel tribe love)
ENTERTAINMENT Inspirational stories
WHAT WE DO
This is ideal space for non-profit examples of our work
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how does the servant?
(as an archetype of zö) express in:
BRAND EXPOSURE
TESTIMONIALS
TEAM (TRIBE)
ENTERTAINMENT
WHAT WE DO
Our servant images with language that evokes a ‘we got your back’ feel
Stories about how we ‘get’ our client and serve them (in their words)
Team in action photos (photography, brand workshops - us at work)
Informational tips and articles that are useful
Samples of work we have done (brand guides, workshop, non profit)
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how does the shapeshifter?
(as an archetype of zö) express in:
BRAND EXPOSURE
Shapeshifter images with language that evokes ‘this tribe makes magic’
TESTIMONIALS Stories (in client words) about how we transformed them
TEAM (TRIBE)
ENTERTAINMENT
WHAT WE DO
Capturing the deeper aspects of our tribe (deep at work)
AI, tech, foreward thinking and articles and blogs
Unusual work, out of the box mocks
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Design Rules
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Archetype: The Child
Pillar: Brand Exposure
58 pt.
Logo Dimensions
217 x 78.5 pt
Playful use of brand elements utilized to help draw the viewers eye around the canvas, and bring about a stronger brand presence.
58 pt.
Facebook Post Dimension: 1200 x 630 pt.
Share in the magic. we make the world a better place by helping our clients be better.
• For all posts, Sofia Pro font size should be at a minimum of 30 pt.
• Size may be adjusted depending on length of messaging.
• Add photographic elements that help illustrate brand messaging.
• Utilize bright photography to add hints of color and to catch the viewers eye.
• Crop or mask photographic elements so they do not consume the canvas and overwhelm the viewer.
• Sharing what the brand does for its clients.
• Utilizing Debby and Sofia Pro brand fonts.
• Use white text color for ease of readibility and contrast to the background color.
• Vignette added to border to add depth.
• (#000000 radial gradient at 46% opacity.)
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TEMPRANILLO
Pillar: Testimonials
Instagram Post Dimension: 800 x 800 pt.
“We love our tribe! They helped us develop our brand identity and launch our website. The team is very responsive and a pleasure to work with.”
Use client logo if available.
Logo Dimensions
192 x 123 pt.
58 pt.
58 pt.
Pillar: Entertainment
LinkedIn Post Dimension: 1200 x 627 pt.
Pillar: Team
“For every dreamer, builder, change maker, ambassador, leader, activist, and creator there is a humble and often quiet tribe of passionate people lovingly holding them up to the light. zö agency is that tribe.
Sonja Anderson Founder of zö agency
600 x 675 (x2 1200 x 675)pt.
View right to left, row by row.
• Before clips of videos, animate the logo and rings to scale off screen into the center.
• Once the center ring has appeared the zö agency logo will pop up in the center, linger for 2-3 seconds and then scale out and pop off the screen, revealing the video clip.
• Video example features the zö logo dimensions: 180 pt x 224 pt
• Utilize the different brand colors in places without messaging like team images for a pop of color.
Pillar: What We Do
Video Post Dimension: for Instagram
Logo Dimensions
217 x 78.5 pt
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Archetype: Lover
Pillar: Brand Exposure
Logo Dimensions
217 x 78.5 pt
58 pt.
58 pt.
Consistent logo spacing and dimensions unless otherwise mentioned.
Facebook Post Dimension: 1200 x 630 pt.
“The best way to predict the future is to create it.”
Abraham Lincoln
• Vignette added to border to add depth.
• (#000000 radial gradient at 46% opacity.)
• For video, showcase logo created for client and fade center into next screen fading into how the logo is utilized in the real world. Next, transition into a client testimonal. The rest you can transition into other elements of the project with the client in as many screen needed.
• If there is video available showing a demonstration, those clips an be resized to each platform and utilized in between shots.
• Made sure the zö agency logo is present as well. Vignette’s are utilized throughout posts, but not in videos.
• Messaging that highlights the brand in a loving way, in this case photographic elements work with the messaging to highlight the love the brand puts in to creating the future for its clients.
• If using photographic elements, use brand assents and accents to work with messaging.
• Utilize brand fonts, Sophia Pro and Debby.
HIGHLAND GNOME
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Pillar: Testimonials
Twitter Post Dimension: 600 x 675 (x2 1200 x 675)pt.
“I highly recommend working with a stunning creative group like zö. The experience has been just fantastic and I would heartily recommend them.”
Pillar: What We Do
Video Post Dimension: for LinkedIn
Pillar: Team
LinkedIn Post Dimension: 1200 x 627 pt.
Use client logo if available. Showcase part of the project that was worked on with client. When photography is heavily used, an option is to highlight keywords with the archetype color to emphasize posts message.
We do a lot of work with clients all over the country, so it's always a treat when we can get them into the o ce.
Pillar: Entertainment
Instagram Post Dimension: 800 x 800 pt.
“This company is upbea t, creativ e, forward thinking , and was supporti ve throughout my enti re process. I am absolutely thrilled with the out come!”
Let’s work together! 21
Archetype: Servant
Pillar: Brand Exposure
Logo Dimensions
217 x 78.5 pt
58 pt.
58 pt.
• Vignette added to border to add depth.
• (#000000 radial gradient at 46% opacity.)
SERENITY BEACH
Facebook Post Dimension: 1200 x 630 pt.
“We don’t work for you. We work with you.”
• Include photographic elements if it helps to illustrate messaging.
• If utilizing photographic elements, be sure to crop or mask leaving enough negative space to bring attention to the brand messaging.
• Accent post with brand assets to move the viewers eye around the canvas, as well as keeping posts recognizable to the zö agency brand.
• Highlighting diligence and excellence of brand and how the brand serves its clients.
• Focus messaging and content on the client by calling out messaging through branding assets.
• (This image utilizes parts of the brand logo to highlight that zö agency works with “you,” you being the client.)
• Utilize brand fonts to keep all posts on brand and consistent.
• Sofia Pro and Debby.
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Pillar: Entertainment
Video Post Dimension: for Instagram
Blog posts to check out
Utilize Serenity Beach as main color to bring focus to the Servant archetype.
• When utilizing image carousels or video, keep the introductions/titles and end cards simple to bring the attention to the content.
• Highlight key words when utilizing solid background colors to help draw attention to the purpose of the message, as well as help keep the image balanced and your eye moving to the pertinent parts.
• Utilize photography that relates to the message, crop or mask if needed and incorporate colors pertaining to the archetype. Visit our blog for more!
Pillar: Testimonials
Instagram Post Dimension: 800 x 800 pt.
“Throughout the past six years, agency has met every deadline, come within, or under, budget and provided the support and follow through we needed. Sonja and her team are positive, professional and highly skilled. They respond quickly and are always ready to make changes when needed.”
Pillar: What We Do
LinkedIn Post Dimension: 1200 x 627 pt.
Pillar: Team
Twitter Post Dimension:
600 x 675 (x2 1200 x 675)pt.
Once you’re part of the family, you’re a VIP. Whatever you want to make happen with your business, we make happen. Easily. Beautifully. A ordably.
“We craft, build, bend, manage, solve for and showcase our clients so that they can do what they do best. And by so doing, we silently make the world a better place.”
Sonja Anderson Founder of zö agency
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Archetype: Shapeshifter
Pillar: Brand Exposure
• Feature messaging that highlights what the brand does, campaign strategy.
• How the magic happens.
• Utilize brand fonts, Sofia Pro and Debby.
• Bolded main section of what the brand does.
Facebook Post Dimension:
1200 x 630 pt.
WELLY BOOTS
Logo Dimensions
217 x 78.5 pt
58 pt.
58 pt.
“We make businesses grow, nonprofits reach further, thought leaders shine brighter, and entrepreneurs introduce better ideas. We rest in the satisfaction that even one person may have benefited from our e orts, through those changer makers.”
Sonja
Anderson
Founder of zö agency
• Vignette added to border to add depth.
• (#000000 radial gradient at 46% opacity.)
White brand logo for contrast.
• Utilize bright photographic elements that capture the viewers attention but also relates to the messaging of the content.
• Simplify photographic elements to showcase the most important visual aspects.
• Utilize brand assets to accent photography to showcase brand presence.
• Utilize client, brand logo when available.
• When using photography, accent with brand assets in Orcas or Welly Boots.
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Pillar: Testimonials
Instagram Post Dimension: 800 x 800 pt.
“Our Blue Butterfly Cider label created by zö agency has sold countless bottles of cider, untasted, based on visual appeal alone.”
Dee Morrow, Hedgerow Cidery
Pillar: Team
Twitter Post Dimension: 600 x 675 (x2 1200 x 675)pt.
Pillar: What We Do
LinkedIn Post Dimension: 1200 x 627 pt.
Utilize brand archetype colors throughout.
Video on one side, and brand info on other side.
“Whatever your brand is designed to convey, and to whomever we’re talking to, we know how to deliver compelling design that turns heads and makes those sales happen. We can talk and walk your walk. You be you, we will showcase it.”
Hedgegrow Cidery, Artisan Semi-Dry Cider
Pillar: Entertainment
Video Post Dimension: for LinkedIn
Place zö agency logo below content if corner placement interferes with client information.
COLOR PALETTE
HIGHLAND GNOME
RGB: 178, 210, 53
HEX (#): B2D235
CMYK: 35%, 0%, 100%, 0%
PMS: 376C
A primary brand color. Use for: logo, backgrounds
SERENITY BEACH
RGB: 183, 70, 142
HEX (#): B7468E
CMYK: 29%, 87%, 9%, 0%
PMS: 674C
A secondary brand color. Use for: web buttons and bolded headers.
TEMPRANILLO
WELLY BOOTS
RGB: 250, 166, 26
HEX (#): FAA61A
CMYK: 0%, 40%, 100%, 0%
PMS: 1375B
An accent brand color. Use for: accents, bolded headers and as needed
ORCAS ISLE OF HARRIS
RGB: 111, 112, 116
HEX (#): 6F7074
CMYK: 58%, 49%, 45%, 14%
PMS: 424C
A primary brand color. Use for: thin headers and header bars.
RGB: 255, 255, 255
HEX (#): ffffff
CMYK: 0%, 0%, 0%, 0%
PMS: 11-0601TCX
Use for: graphics, bolded headers, and backgrounds with light text.
LOCH NESS
RGB: 64, 64, 64
HEX (#): 404040
CMYK: 68%, 61%, 60%, 47%
PMS: 446C
A dark color you can opt to apply to text.
RGB: 52, 221, 221
HEX (#): 34DDDD
CMYK: 59%, 0%, 21%, 0%
PMS: 319C
An accent brand color. Use for: accents
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LOGO
LOGO USE
Maintain white space.
Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.
When printing small, keep it simple.
For instances where your logo will appear small, switch to a one-color version and use a high-contrast color or black and white.
Use the proper format.
Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications.
Keep your logo unique.
Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo fonts as headers or text in layouts.
Do not stretch or modify.
The quickest way to undermine your brand is altering your logo—either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.
Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key will retain the proportions as you scale with a pointer tool.
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Writing for our brand
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Brand Personality
The following adjectives clarify what brand personality looks like for us, broken down categorically as who we are and who we are not:
WE ARE
• Tribe
• Playful
• Dynamic
• Vibrant
• Multi-faceted
WE ARE NOT
• Austere
• Judgemental
• Mysterious
• Quiet
• Ordinary
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The following statements are how we communicate our brand’s personality:
• “We welcome each client into our one-of-a-kind tribe; far removed from the austere agency environments of the old days.”
• “We engage every project with creativity and playfulness, never judging our clients’ progress or what their obstacles are.”
• “Although our team is a dynamic creative force, nothing about how we work is ever shrouded in mystery.”
• “We carry ourselves with an uncommon vibrancy, and although it’s probably obvious: psst….. we’re never ever quiet!”
• “Although we are multifaceted, our ability to specialize in every area of our work is far from ordinary.”
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Brand Lexicon
LOVER
CHILD
• We couldn’t love you more if we tried!
• You’re the absolute best!
• You make my day!
• Have we told you lately you are pure magic?
• Born to love this brand!
• Everything about you is perfect!
• Can I buy you a coffee and just hug you?!
• How perfect are you, already!?
• So, watcha doing?
• Is that a worm in your soup?
• Can I give you a hug?
• What shall we do next?
• Why?
• Did you know Santa is basically real?
• Have you tried this?
• Watch me!
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SERVANT
• We’re as committed as you are
• We’ll pave the way, just sit tight!
• Hold onto your seatbelt!
• We’ve got your back.
• Let us decode this for you.
• Do you need a cherry on top?
• Don’t go it alone, when you have a tribe.
SHAPESHIFTER
• It’s not a problem.
• Nothing is beyond reach.
• We can make magic.
• Been there, done that, watch this!
• Can I wear a tutu to that event?
• You haven’t even started yet… just wait!
• Reframe that thought babe!
• You don’t have to be the best, just the first
• Abandon your objections, already
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Thank you for adhering to our playbook so our friends, clients and community revel in our essence!
