By 2017, video will account for 69% of all consumer internet traffic. As Growth Engineering evolves, there's an increasing need to provide a positive brand experience over a number of different platforms and mediums. Whilst the communication medium may differ, the brand experience must be the same on a case-by-case basis. By establishing this level of consistency, we can help our audience to understand who we are and what our key messages are, whilst ultimately helping them to build trust in us. For this reason, we've created a set of Video Guidelines. Take a look at them and let us know what you think!

1. VIDEO
GUIDELINES
Everything you need to create
super-engaging video content!
LAST EDITED: 22/07/15
LAST EDITED BY: HARRY CLOKE
VERSION: 0.7

2. BOX OFFICE
THE BOX OFFICETake your pick from Growth Engineering’s Video Guidelines!
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03
STYLE & TONE
RESTRICTIONS
THE BASICS
GRAPHIC ASSETS
SOUND ASSETS
IMAGE ASSETS
ASPECT RATIO & FORMAT
CAPTIONS
YOUTUBE
VIRAL VIDEO CONTENT
INTRODUCTION
02CONTENTS

3. GOOD LUCK AND HAVE FUN WITH IT!
THE BATTLEPLAN
03INTRODUCTION
Here’s what you need to know before we get started…
Foremost among these communication methods will be video content. Here are the facts:
◊◊ By 2017, video will account for 69% of all consumer internet traffic (Source: Cisco
◊◊ 64% of marketers expect video to dominate their strategies in the near future (Source:
Nielson).
◊◊ YouTube receives more than one billi on unique visitors each month.
As such, it’s important to establish how our brand is portrayed in video content. Whilst
the Growth Engineering Brand Battlepack is a good starting point, this document will go
into further detail.
By following these guidelines, you can ensure that you’re creating video content that’s
consistent, on message and effective.
Welcome to Growth Engineering’s Video Guidelines!
As Growth Engineering evolves, there will be an increasing need to provide a positive brand experience over a number of different
platforms and mediums. Whilst the communication medium may differ, the brand experience must be the same on a case-by-case
basis. By establishing this level of consistency, we can help our audience to understand who we are and what our key messages are,
whilst ultimately helping them to build trust in us.

4. STYLE & TONE
04STYLE & TONE
The secret recipe for making a great Growth Engineering video!
All Growth Engineering videos (whether they are B2C, B2B, internal,
promotional, training, etc.) should hit the following marks:
We are allergic to boredom. We break out
in hives at the sight of reams of text. Stock
images give us heart palpitations. With that
in mind, here are our tips for creating video
content that has the ‘F Factor’:
Variety: Facts and statistics are good, but
let’s not hit people over the head with them.
This kind of content should be broken up
with images and animation. On-screen text
can be difficult to read, so in some cases
it may be necessary to use voice over or
demonstrative animations instead.
The Smile Test: Does the video content
you’re producing make people smile?
Then you’re probably heading in the right
direction.
Humour: A laugh is even better than a
smile. Whilst this can be difficult to achieve,
it’s a worthy goal. The use of humour helps
to establish rapport, whilst making the
content itself more memorable.
We’re looking to shake the eLearning world
out of its slumber. To do this we need to
create content that’s lively and engaging.
Help blow the cobwebs away with the
following tips for creating ‘Energetic’ video
content:
Pacing: Think quick cuts, carefully
considered transitions (no powerpoint-
esque star-wipes!) and exciting animations.
Movement is important.
Length: If a video is overlong, the
audience is likely to switch off. You should
aim to make your video content no longer
than 2-3 minutes in duration (though
there are some exceptions to this rule). If
possible, break your videos up into chunks
and keep them under 60 seconds.
Music: Select ‘bouncy’, ‘catchy’ or ‘kinetic’
music that actively engages the listener.
Stay away from lullabies, dreary singer-
songwriter music and folk.
Inspiring people to learn and develop is a
key part of our brand mission. Naturally
enough, this needs to be reflected in our
video content. Without further ado, here
are our tips for creating fist-pumping
‘Inspirational’ video content:
Positivity: Stay away from negative
messages and language and demonstrate a
relentlessly sunny disposition in the images
and animations you use. Stay light-hearted
whenever possible.
Passion: No wishy-washy, half-assed
messages or attitudes.
Calls to Action: Think about the
purpose of the video. What are we trying to
achieve? Will the video content in question
provoke the viewer to act?
FUN ENERGETIC INSPIRATIONAL

5. oops!
RESTRICTIONSThe battle against dull online learning is NOT R-Rated!
05RESTRICTIONS
Profanity:
Whilst swearing or using colourful language can be a
bloomin’ good time and can help express one’s passion
for a particular subject matter, we do not feel it is a
good fit for our audience. Do not include profanity in
the video scripting process.
If profanity surfaces within a video interview (which
cannot be re-shot), please cut it (if appropriate) or
bleep it out.
Attitude:
We like a bit of sass. Whilst an irreverent (or cheeky)
attitude is perfectly acceptable, this should never veer
over into outright flippancy.
Please avoid producing content that could be viewed
as overly mean, discriminatory, disrespectful or
immature.
Gore:
Yes, we ‘Wage War on Dull Online Learning’ and we’re
facing off against an army of zombie learners, but we’re
still respectful of our audience. These are symbolic,
bloodless battles so please avoid the use of extreme
images throughout video content.
When it is necessary to use these images (for instance,
when demonstrating what a zombie learner looks like),
please ensure they are presented in a highly stylised
cartoon form and keep the blood, guts and grizzly
details to a minimum.

6. THE BASICSThe nitty-gritty of making Growth Engineering video content!
06THE BASICS
Fonts:
Please utilise Growth Engineering ‘Font Set 1’ for all videos. For more details,
see the ‘Our Fonts’ section of the Brand Battlepack.
When animating text onto the screen, please avoid using PowerPoint style
fade-ins or fly-ins. Where possible, keep it simple (but don’t be afraid to make
the size of the text large and in your face!).
Colour:
Please utilise all five colours from Growth Engineering’s ‘WOW Palette’ (see the
Brand Battlepack for more details).
You may use shaded variants of these colours for colour grading, custom
video effects, transitions, etc., but the focus must remain upon the original five
colours. The image below demonstrates what happens when you adjust the
brightness of the colours in our palette.
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
OSWALD LIGHT
Angelina
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
Open Sans

7. GRAPHIC ASSETSGrowth Engineering’s Prop Library!
07GRAPHIC ASSETS
Pre-made Video Graphics:
All video content produced by Growth Engineering should include the standard
pre-made video graphics located in the Video GFX folder. Please note that
we do not use stock footage within Growth Engineering video content (from
sources like ShutterStock and Getty Images).
Intro/End Boards:
All video content must include an official Growth Engineering animated Intro
and End board. The Intro and End board should stay on screen for a minimum
of three seconds, but should not outstay its welcome.
Pre-made Transitions:
Growth Engineering’s official video transitions should not be utilised in heavily
animated video content. You may find them useful in interview or video
tutorial content.
Name Straps:
When introducing a person to the video for the first time (for instance, within
an interview), please utilise an official Growth Engineering ‘Name Strap’.
JEN ERIC YUSER
RAND DOM YUSER
Training Manager @ GE
Managing Director @ GE

8. SOUND ASSETSThe sweet sound of success!
08SOUND ASSETS
Copyright Information:
Music is a very complicated copyright issue. All
Growth Engineering video content should use
royalty free music and sound effects that do not
require artist attribution.
Quality:
You must assess any audio content used within a Growth
Engineering video to ensure it meets a certain standard of quality.
Please evaluate the accuracy, enjoyability and intelligibility of all
audio output.
Record all audio content with headphones on, so that you
can listen for background noise or interference from mobile/
mechanical devices. Keep the microphone away from speakers
and other mechanical devices. Switch mobile phones, tablets
and laptop devices off.
Audio gain throughout Growth Engineering video content should
not peak above -5 dB or descend below -8 dB (decibels). If the
audio level is too low or too loud, it can create an echo or reverb
(causing discomfort to the listener). When this happens, please
attempt to re-record the audio. If this is not possible, you will
need to apply a denoiser to clean up the audio.
Voice Over:
Please source voice-over from a Marketing-
approved vendor. Ensure that the vendor has read
the ‘Style & Tone’ section of these Guidelines.
Source:
Please source all music and sound effects from
Growth Engineering’s SFX library. Any music or
sound effects sourced from locations such as
Google’s Audio Library or AudioJungle will need to
be signed-off by the Marketing Department.

9. IMAGE ASSETSAre you ready for your close up?
09IMAGE ASSETS
All characters featured within Growth Engineering videos must comply with the ‘Primary Image’ rules listed within the ‘Brand
Battlepack’. Where possible, we do not use real people within our videos. We use caricatures, or cartoon-versions of people.
Images from books, magazines, works of art and other websites are not copyright free (generally speaking).
Growth Engineering video content can use images from the following sources:
Preference: Growth Engineering’s Image Library
Wherever possible we recommend utilising images from Growth Engineering’s Image Library or GFX Folder.
The Growth Engineering Marketing department has already approved these images.
Alternative: ThinkStock
You can access the ThinkStock service by using the company log in. Please speak to the Marketing Department
for more information and seek Marketing sign-off before utilising these images in customer facing video content.
Disclaimer: In all cases, please avoid showing any non-Growth Engineering product names or labels in any video content.
www.thinkstockphotos.co.uk

10. ASPECT RATIO & FORMATLights, camera, action!
10ASPECT RATIO & FORMAT
Filming Conditions:
Whenever possible, try to find quiet, well-lit locations to
film in. Leave ‘Gain’ at medium (‘M’), unless the filming
is taking place in dim conditions (if this is the case, it
may be necessary to postpone filming, move to another
location, or utilise lighting equipment). Adjust the neutral
density filter manually according to the amount of light
in the shot. You can also use Manual IRIS to adjust the
brightness of a shot.
Avoid using digital zoom wherever possible as this can
reduce the quality of the footage you record.
Filming & Editing:
Shoot all primary footage with a professional camera.
You can shoot secondary footage or b-roll footage on
mobile devices and consumer-grade cameras.
Shoot all video footage in 16:9 widescreen. Edit all
projects and compositions from an aspect ratio of 1920
x 1080 pixels with a framerate of 25fps.
Exporting:
Export completed video projects as one of the following:
◊◊ Preference: A QuickTime movie with an uncompressed animation codec
◊◊ Alternative: A high quality QuickTime movie using a H.264 codec
Converting Videos for the Web:
Convert video content created for use on the web into a H.264 MP4 file, with the
target and maximum bitrate set to 1Mbps and a bitrate encoding of VBR 2 Pass.
1920 px
1080px
16:9 WIDESCREEN - H.264 - MPEG4

11. CAPTIONSGrowth Engineering movies come complete with subtitles!
11CAPTIONS
All video files should be accompanied by a separate
.srt file that contains a text version of the dialogue
(and any sound cues) along with the relevant time
stamps. You can create subtitle files in text editors
like ‘Notepad’, if you adhere to the following format:
1
00.00.33,000 > 00.00.36,600
Vamos a aprender algo
sorprendente hoy en día
2
00.00.36,800 > 00.00.39,300
Давайте узнаем кое-что
удивительное сегодня
The first line details the subtitle number. The
second details the subtitle start and end time
(hours : minutes : seconds, milliseconds). The final
line details the text that you would like to appear
on screen. Once you have correctly transcribed the
audio, save the document as a .srt file.
3
00.00.45,000 > 00.00.48,600
Hey there.
4
00.00.51,800 > 00.00.57,300
Welcome to Growth Engineering
Vamos a aprender
algo sorprendente
hoy en día
Давайте
узнаем кое-что
удивительное
сегодня
Hey there.
Welcome to Growth
Engineering

12. GE CAM
YOUTUBEPreparing for the Premiere!
12YOUTUBE
Please upload all Growth Engineering video content to Growth Engineering’s official YouTube channel
(https://www.youtube.com/user/GrowthEngineer).
Do not upload Growth Engineering video content to other video platforms like Vimeo or Daily Motion.
For access to Growth Engineering’s official YouTube channel, please speak to a member of the Marketing team.
Please do not share Growth Engineering video content through any public channel unless it has been fully signed-off.
YouTube Overlay:
Growth Engineering’s YouTube videos should have a
Growth Engineering logo overlay in the bottom right
hand corner. You can edit this by logging into our
YouTube account, clicking ‘Channel’ and then clicking
‘Branding’. Please do not change our watermark
without permission from the Marketing Department.

13. YOUTUBEPreparing for the Premiere!
13YOUTUBE
The video team/content writing team have separate roles to play in the uploading process.
The Video Team:
◊◊ If video content has been signed-off, the video team should upload the footage to Growth Engineering’s official YouTube channel.
◊◊ Please take care to ensure that the footage is high quality and web-ready (see the ‘Aspect Ratio & Format’ section above).
◊◊ The video should be set to ‘Private’ or ‘Unlisted’, to prevent access to it at this stage.
◊◊ Once the upload is complete, the video team should notify a content writer so they can provide the details listed below.
The Content Writing Team:
◊◊ The content writer should access the Growth Engineering YouTube channel, find the video in question and provide the following details:
-Title -Description -Tags
◊◊ They should choose an appropriate thumbnail, or request one from the video team.
◊◊ They should add captions to the video by selecting the video in the ‘Video Manager’ section of Growth Engineering’s YouTube channel and clicking on
‘Subtitles and CC’. From here, it is possible to upload a .srt file.
◊◊ When the above steps are complete, you can change the video’s privacy settings to ‘Public’. You can now share the video through all the usual channels.
◊◊ Content writers are also responsible for creating, editing and deleting Growth Engineering’s YouTube Playlists (The LMS, Genie, GE TV, etc).

14. VIRAL VIDEO CONTENTRipping up the rulebook to create truly infectious content!
14VIRAL VIDEO CONTENT
As it’s designed to be shared by the highest number of people
possible, it eschews many of the characteristics of a typical
Growth Engineering video.
◊◊ It’s not actively pushing a product or solution
◊◊ It’s not heavily branded
◊◊ It’s unlikely to use existing Growth Engineering assets
As such, viral video content produced by Growth Engineering
is exempt from the rules and recommendations set out in this
document. But that’s not to say that you have a completely
free reign.
Herearesomethingsyouneedtorememberbeforeembarking
on creating viral video content.
ItmustbescriptedandsignedoffbytheMarketingDepartment
It must adhere to Growth Engineering’s brand values
Broadly speaking, it should be ‘fun’, ‘energetic’ and ‘inspiring’
Beyond that, the world is your oyster. Shuck away!
A viral video is a video that becomes popular through the viral process of internet sharing (via outlets like
sharing websites, social media and outlet). For Growth Engineering’s purposes, we will consider a viral
video to be video content that aims at hitting the widest possible audience.

15. THAT’S
A WRAP