Brand Standards for new She's Going lifestyle and travel blog by Janal Montagna and Samantha Viola. The brand mixes travel content with the pursuit to grow as a person in their Hero archetype brand.

1. BRAND STANDARDS

2. CONTENTS
This brand standards document
explores the message, visuals, and
expression of the Vibrant Nation brand.
1. Brand Message
2. Design & Visuals
3. Words & Content
4. Live Your Brand
BRAND GUIDELINES SHE’S GOING

3. MOODBOARD
The moldboard was
curated to express the
“mood” of the brand and
to inspire the visual
decisions. The bright
flowers are like ones that
you’d bring to cheer up a
friend. The kitchen is
where some of our
deepest conversations
happen with those
closest to us. I also
featured women who fit
your target market - not
just by age, but with
vibrant personalities and
confidence.

4. brand message

5. POSITION
CORE IDEA
She’s Going is a travel & lifestyle blog that focuses on the
idea of personal growth in your 20s.
OUR GOAL
We want to grow an audience of women who we inspire to
take risks, travel, step outside their comfort zone, and grow.
HOW WE ARE DIFFERENT
Instead of focusing only on the superficial (travel destinations,
fashion, etc.) we include a twist of personal development and
real life into our message.
WHAT WE DELIVER
The blog is going to publish at least a post of week with
stories, photos, and lessons learned from travel and life.
01
BRAND GUIDELINES SHE’S GOING
Brand Message

6. PERSONALITY
HERO PERSONALITY ARCHETYPE
We want to motivate other women like us to step
outside of their comfort zones and to grow
personally & professionally. We’ll do this by sharing
our own journey and experiences.
We are the driven and motivated friend who you
look up to, are inspired by, and want to be more like.
When they encounter our brand, our audience
FEELS: Ambitious, motivated, inspired, excited, and
challenged.
We are:
• Real & authentic
• Direct
• Living by example
• Encouraging
• On our own journey
• Inspiring to others
• Confident
• Action-takers
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BRAND GUIDELINES SHE’S GOING
Brand Message

7. POINT
OF VIEW
TRAVEL = GROWTH
Every time that we travel, we discover parts of ourselves that
we didn’t see before. Being exposed to different cultures,
locations and simply getting out of the routine of life is key to
growing yourself.
WE WON’T APOLOGIZE FOR OUR HIGH
EXPECTATIONS
We expect more for ourselves and we aren’t afraid to say
that. If you are too afraid or too comfortable where you are at
to make any changes, that’s OK - but you’re not our kind of
people.
YOU NEED TO TAKE ACTION
There’s always the job, money issues, and a busy schedule
that can stop you from traveling or otherwise taking the time
to invest in yourself. You have to find a way to just do it. Make
time. Set aside money. You are too important not to.
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BRAND GUIDELINES SHE’S GOING
Brand Message

8. We’re on a journey to
becoming our best selves.
manifesto

9. design & visuals

10. LOGO
02
The logo is in motion, like you are.
“She’s” is written in a strong and
bold font, which communicates
your ‘Hero’ archetype. The word
“going” looks like it is in motion
itself, which speaks to your travels
and personal growth.
The J&S sub mark can be used as
a watermark on photos or as a
signature at the end of posts.
BRAND GUIDELINES SHE’S GOING
Visual Identity

11. PRIMARY
COLORS
02
The dark grey-purple is a strong color,
as is the blue. These two colors help
communicate your confidence & drive.
The gold adds a sense of fun, luxury,
and high standards. It should be used
as an accent.
#3e214d
20% 40% 60% 80%
#005583 Gold Foil
20% 60% 20% 60%
BRAND GUIDELINES SHE’S GOING
Visual Identity

12. SECONDARY
COLORS
02
The strong & saturated colors need
to be balanced out with neutrals, so
we will incorporate a cool palette of
black, grey, and white as
background and font colors.
#000000 #585858 #ffffff
BRAND GUIDELINES SHE’S GOING
Visual Identity

13. PATTERNS
02
The patterns chosen here won’t be
used often, but will occasionally be
used as backgrounds for graphics like
social media posts. They incorporate
the neutral black with your gold
accent.
BRAND GUIDELINES SHE’S GOING
Visual Identity

14. TYPOGRAPHY
HEADLINES: RALEWAY BOLD CAPS
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
!@#$%^&*()
02
accent: harmonie script (lower case)
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
Body: Raleway Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
We carry the “bold, confident,
driven” personality into your font
choices. Raleway is used in both
the headlines and the body. A script
font will be used sparingly as an
accent to add some variety.
Headline: #492f3e
Body: #585858
Accent: #005583
BRAND GUIDELINES SHE’S GOING
Visual Identity

15. FONTS
IN ACTION
HEADLINE LEVEL 1
This is a description paragraph. It explains the purpose of the
page and describes the title to the left.
1. Example
2. Example
3. Example
4. Example
“This is a quote from a very impressive person.”
-IMPORTANT PERSON
HEADLINE LEVEL 2
This is a description paragraph. It explains the purpose of the
page and describes the title to the left. This is a description
paragraph. It explains the purpose of the page and describes
the title to the left.
• Example
• Example
• Example
HEADLINE LEVEL 3
02
BRAND GUIDELINES SHE’S GOING
Visual Identity

16. image style

17. IMAGE
DO’S
02
Visual Identity
To keep the brand consistent and
authentic, pick images like these.
Notice that a lot of these images
fall in the “cool” color scheme:
blues, purples, greens, and
whites. Stick to these colors as
much as possible to create a
consistent visual identity.
BRAND GUIDELINES SHE’S GOING
Gorgeous images of travel
destinations
Photos from behind, looking
over a gorgeous view
Overhead, “lay flat” images of outfits,
objects, souvenirs
Actual photos of the two of
you traveling & living!

18. IMAGE
DON’TS
02
Visual Identity
To keep the brand consistent and
authentic, avoid images like
these.
BRAND GUIDELINES SHE’S GOING
Funky photo filters Photos that feature families - not your
target market.
Fake, bad stock images Photos that are super grainy/
fuzzy because of low light,
movement, or bad focus

19. words & content

20. TAGLINE TH E
JO URN EY TO
BE COMI NG
OUR BEST
SE LVES
03
BRAND GUIDELINES SHE’S GOING
Brand Communication
The tagline gives us context
about the topics you talk about,
and makes clear that you are not
“just” a travel or lifestyle blog.

21. TONE
OF VOICE
03
Brand Communication
Your brand needs to sound
consistent. Your brand occupies
the position of the “motivator” -
that’s how you should sound.
BRAND GUIDELINES SHE’S GOING
Content and communication from She’s Going
should be inspiring, helpful, and specific. Your
people need to know that their wildest dreams
and goals aren’t so weird - there are others out
there who think big like they do.
Examples should include stories about how you
overcame challenges to experience the things
that you have. You should also share your
lessons learned along the way.
You’ll sound:
• Confident but not elitist
• Real but not casual
• Inspiring but not over-the-top
• Honest

22. STORIES
LOW TO HIGH
On your “about” page, tell both of your stories about the
journey you’ve taken so far. Include low points and the
challenges you’ve overcome to get this far. Share your goals
for the future.
WHY STORY
Tell a story about why you are so motivated to share your life
& travels so openly. Get your audience “on board” the dream
and goal you have for this brand.
HUMAN INTEREST
Share stories about real-life encounters while traveling, living
in NYC, and in other locations. Let your readers get to know
you and don’t be afraid to state a strong opinion. Your ideal
audience will love you for it.
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BRAND GUIDELINES SHE’S GOING
Brand Communication

23. live your brand

24. ACTION STEPS
LAUNCH THE WEBSITE
I’ll be helping you by designing the homepage, but you’ll
need to get the rest of the site ready for the January launch
by writing your about page, pre-writing posts to launch with,
and uploading those posts with images.
NETWORK WITH OTHER BLOGGERS
Reach out to other bloggers who are in the travel, lifestyle, or
personal development spaces. Build a relationship with them.
You won’t ask for anything up front — you just need to start
getting on their radar for later (perhaps as soon as your
launch.)
START BUILDING SOCIAL NOW
Secure & set up social media accounts on Instagram,
Pinterest, and Twitter and start building an audience on those
platforms as soon as possible.
CREATE CONTENT
Your blog articles are going to be the lifeblood of your brand,
so start creating as much content as possible now.
PLAN THE LAUNCH
Make a list of all of the people you’ll be telling about the site
when it launches. Decide if you’ll have an in-person event to
celebrate. You’ll want to get as many people ‘hooked’ on your
content as soon as possible so you have an audience who is
reading and sharing your work.
04
BRAND GUIDELINES SHE’S GOING
Live Your Brand

25. any questions?
Contact me:
kaye@kayeputnam.com
Brand Strategy & Design
by Kaye Putnam