Brand strategy & guidelines

• CHALLENGE •

“Define and articulate our brand to reinforce our credibility as category leader, and enable partners and agencies to execute consistently.”

Context: over the previous eight years, Truity had become the world leader in online personality testing. They had a logo and a website, but not full brand architecture. Facing increasing pressure from free and discount competitors, they needed to project their leadership position, and ensure consistency with a growing list of partners and agencies.

Process: the CMO at Truity asked me to lead the copy portion of their style guide, as I had built trust and product understanding through months of previous projects like videos, UX copy, landing pages, and more. With input from the founder, CMO, and subject matter experts, I wrote everything from the slogan and manifesto (P. 37) and name significance (p. 40) and vision (42) to copy guidelines for word choices, blogging, capitalization, SEO, and trademarks. (Note: deck edited to focus on the copy sections.)

“Nate cares deeply about each and every detail; how it sounds, how it reads and how it looks. He brings with him that creative spark that can turn something ordinary into the extraordinary.” — Gareth Finucane, creative director, Truity