Job: To Design an infographic-like brand guide
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What we want to do... Give people information about CBD or THC & how it relates to certain ailments, to nail down what Medical Cannabis can & can not help.
Who is CannabisMD
Our Voice and our Narrative needs to be carefully crafted and adhered to at all times.
We are a 'white' business -- nothing that is federally illegal.
we are NOT an advocacy site
We want to paint a positive picture/feel
We have a bias (in that we believe that is very likely that cannabis assists with multiple medical issues : pain care as an example)
We do not want to say things with conviction around healing,
We are going to embrace debate and dialogue
If and when research says cannabis is bad for a certain ailment it will be prominently displayed on our site.
What is needed (overview):
A set of brand rules & guidelines to be adhered to in all areas. This will include but not be limited to;
Color palette, typography template, CSS for typography and margins/spacing, logo variants, favicon/Icon variants, when assets or design should AND should not be used, Specify which colors go on mobile and web content, branded tints & shades, buttons and CTA styles and variants with hover/clicked/active states.
Here is what the format and flow in which I expect this:
- An overview of your brand’s history, vision, personality and key values.
- Brand message or mission statement – including examples of ‘tone of voice and authority’.
- Logo usage – where and how to use your logo including minimum sizes, spacing and what not to do with it.
- Colour palette – showing your primary and secondary colour palettes with colour breakdowns for print, screen and web. please give these colours individual names.
- Type style – showing the specific font that you use and details of the font family and default fonts for web use (CSS styles).
- Buttons and CTA styles and variants, hover/active/clicked states
- Image style/photography – examples of image style and photographs that work with the brand (health, nourishment and healing)
- Advertising treatments and broad guidelines
Expected deliverable: PDF guide, Indesign/PSD/AI file and all assets