Whiterock

Brand Presentation

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Introduction

Brand Prsentation

Welcome

This guide lays down the basics for implementing our brand identity.

Brand Guidelines: To Help Your Brand Shine.

Our Goal: We aim to create a simple yet flexible set of rules that keep our brand consistent worldwide, while leaving room for creativity.

Why It Matters: A strong brand is like a magnet, attracting customers away from our competitors. It's how we visually and verbally show who we are and what we promise to deliver.

Making It Work: For our brand to really pack a punch, we need to use it the same way everywhere. Everyone's got a role in bringing our brand to life, and these guidelines are here to help.

White Rock Private Equity

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Brand Guidelines

The Brand

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01 The Brand

Brand Guidelines

Defining the Brand

In this section, we outline the building blocks

of our brand, including who we are, what we

stand for, what sets us apart, our personality,

why we choose the words we use and how we’ve

decided to show up in the world.

Overview

White Rock’s mission is to empower change and be the foundation rock for ideas that need lifting to make a change the World needs.

We're on a mission to transform industries, revitalize businesses, and create lasting value for all stakeholders and all that starts with how we present White Rock to the World.

Vision: Transforming Industries, Enriching Lives

White Rock envisions a future where purpose-driven innovation drives transformative growth. And with that mind-set, we're reshaping industries, fostering sustainability, and creating lasting value for generations to come. We aim to pioneer positive change and to build a brighter, more inclusive tomorrow.

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01 The Brand

Brand Guidelines

Brand Personality

Who we are is reflected in our values. These

are the central and key benefits that guide

our actions, unite our people and uphold

our mission.

Overview

We aim to build a fusion of sophistication and innovation; inspired by the rich tapestry of cultures and the ever-evolving global trends. From breathing new life into old-school industries to being at the forefront of groundbreaking technologies, we refine elegance, mixed with a forward-looking mindset.

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Detailed Summary

Brand Personality:

Sophisticated Elegance: Our designs radiate sophistication and refinement, incorporating elegant elements to elevate the brand's aesthetic.

Innovative Edge: Infusing innovation into our designs, we embrace new trends and technologies to maintain a competitive edge.

Timeless Charm: Balancing modernity with timeless appeal, our branding ensures enduring charm and longevity.

Meticulous Craftsmanship: With meticulous attention to detail, our designs showcase excellence and a commitment to perfection.

Design Strategy:

Unified Visual Identity: Consistency is key. Let's ensure our design elements always reflect our sophisticated style, maintaining a cohesive look across all platforms and materials.

Creative Innovation: Think outside the box. We'll infuse our designs with fresh ideas and cutting-edge techniques to captivate our audience and demonstrate our forward-thinking approach.

Timeless Simplicity: Classy yet approachable! Our designs should embody timeless elegance while remaining user-friendly, ensuring broad appeal that stands the test of time.

Attention to Detail: The devil's in the details. We'll meticulously craft every aspect of our design, from fonts to colors, to uphold our commitment to excellence and professionalism in all endeavors.

01 The Brand

Marketing

The magnitude and quality of our service is defined by how we present ourselves and stand out in the clutter.

Overview

We focus on nurturing relationships and driving growth through content marketing, showcasing expertise and insight.

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Brand Guidelines

Detailed Summary

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Marketing Channels and Content Strategy:

Content Marketing:

Showcase Expert Knowledge: Develop thought leadership articles, whitepapers, and case studies that demonstrate the firm's expertise and innovative approach.

Look Professional: Create high-quality, sophisticated content that reflects the brand's refined aesthetic and values.

Innovative Digital Campaigns:

Success Stories: Showcase the firm's innovative edge, highlighting successful investments, partnerships, and industry insights.

Bond with the Audience: Gatekeeping is not the way to go in this day and age. Campaigns to connect with people who have great ideas can be tailored such as RATE MY IDEA FRIDAYS where we help evaluate ideas and invite people in to discuss further.

Marketing Channels:

Website and Blog: Maintain a polished website that reflects the brand's sophistication and showcases its portfolio, team, and thought leadership content with industry trends, investment insights and success stories.

Email Marketing: Implement targeted email marketing campaigns to nurture leads, communicate with clients, and share valuable insights.

Events and Webinars: Host exclusive events, webinars, and virtual conferences to engage with clients, prospects, and industry professionals.

Partner with reputable organizations and industry leaders to co-host events and amplify the firm's thought leadership and expertise.

01 The Brand

Brand Guidelines

Tone of Voice

We all express ourselves slightly differently

with different groups of people, but these

expressions should always be bound by a

common tone. Our voice isn’t just an intrinsic

part of the business, it’s an external

representation of the people behind it. When

representing our brand, use the following

checklist to ensure an appropriate tone in

both the written and spoken word.

Who we are

Authentic, Approachable; Leaders

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Detailed Summary

Professionalism: Our tone is polished and professional, conveying confidence and expertise in all communications.

Clarity: We communicate clearly and concisely, ensuring our message is easily understood by all audiences.

Warmth: While maintaining professionalism, we infuse warmth and approachability into our tone to foster genuine connections with our audience.

Authenticity: We speak authentically, using language that resonates with our audience and reflects our values and beliefs.

Empathy: We demonstrate empathy and understanding in our communications, recognizing the needs and concerns of our audience.

Innovation: Our tone reflects our innovative spirit, embracing creativity and forward-thinking in all aspects of our messaging.

Application:

Whether in written content, verbal communication, or digital interactions, our tone of voice remains consistent, reinforcing our brand identity and values across all touchpoints.

This tone of voice description aims to convey the business's personality while guiding communication efforts to maintain consistency and resonance with the target audience.

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Brand Guidelines

Brandmarks

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02 Brandmarks

The Logo

This is our Logo. It is our most important visual

asset and should be the first choice when

choosing a graphic element to represent our

brand. The Logo consists of a Symbol and a

Wordmark. The Logo, Wordmark, and Symbol

are important expressions of our brand identity.

They have each been carefully designed and

constructed to achieve visual harmony.

Consistent use of our logo is key to retaining

brand strength through immediate recognition

of who we are and what we stand for as a

brand. It is vital that they are always applied

consistently. They should never be altered,

modified, or redrawn.

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Brand Guidelines

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02 Brandmarks

The Symbol

Our symbol is shorthand for the brand. The

symbol is symmetrical and balanced in

harmony. Often it is the first image to introduce

the brand, in use cases such as our App Icon or

our Social Media Avatars.

Our identity is a persistent evolution of our

brand and its services. The symbol represents

the relationship between our brand and

customers.

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Brand Guidelines

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02 Brandmarks

Logo Color Options

The Teal Logo, pictured right, is our primary logo colorway, used only in situations where the brand palette is not being used. To ensure the Teal Logo remains respected, we never use the Teal Logo (or the brand Teal at all) with any of the colors from the color palette. This elevates the brand Teal from the rest of the palette, ensuring that it is not confused, nor its power diluted. The Teal Logo should only be used with Black or White. If color is not an option for technical reasons or if the brand Teal lacks contrast or competes with other visual elements, use either the black or white logo options.

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Brand Guidelines

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Colour Logo Options

02 Brandmarks

Exclusion Zone & Minimum Size

The exclusion zone ensures legibility and impact

of the Logo by isolating it from competing visual

elements such as text and supporting graphics.

This zone should be considered as the absolute

minimum safe distance, ensuring the Logo has

plenty of room to breathe.

The exclusion zone is equal to half the height of

the Logo (marked as x in the diagram).

If you are using the Symbol instead of the logo,

the same exclusion rules apply. The Symbol’s

exclusion zone is half the height of the Symbol.

Establishing a minimum size ensures that the

impact and legibility of the Logo is not

compromised in application. Use the minimum

sizes indicated over the page for small-scale

applications of the Logo and Symbol.

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Brand Guidelines

Exclusion Zone

Minimum Size

32px / 10mm

80px / 30mm

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Brand Guidelines

Color

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03 Color

Primary Color Palette

Our brand is underpinned with a color palette

designed to be fresh, modern and distinctive.

Different combinations of color can

dramatically change the tone and appearance

of a document so it is important to consider

how they work together. To help achieve greater

brand recognition it is important that our color

palette is applied consistently.

Our brand colors have been carefully selected

to convey the perfect tone for us. Teal is our

signature brand color — accompanied by a set

of undertones that create contrast, giving

energy to our brand.

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Brand Guidelines

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03 Color

Color Weighting

In order to achieve a consistent look in branded

communications, colours should be weighted

towards the primary colour palette, with

secondary colour palette supporting where

appropriate.

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Brand Guidelines

Primary Colour Palette

Secondary Colour Palette

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03 Color

Color Misuse

This is a quick guide to ensure legibility when

writing messaging on a range of background

colors.

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Brand Guidelines

Do not use solid colors outside of the brand color palettes

Do not adjust the transparency of colors

Do not use illegible colour combinations

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Do not use unapproved gradients

Do not use illegible color combinations over photography

Do not use logo on colors outside of color palette

03 Color

Color Usage

This is a quick guide to ensure legibility when

writing messaging on a range of background

colors.

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Brand Guidelines

A-Parent

White Background

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03 Color

Color Usage

This is a quick guide to ensure legibility when

writing messaging on a range of background

colors.

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Brand Guidelines

B-Parent

Dark Teal Background

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03 Color

Color Usage

This is a quick guide to ensure legibility when

writing messaging on a range of background

colors.

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Brand Guidelines

C-Parent

Light Teal Background

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03 Color

Color Usage

This is a quick guide to ensure legibility when

writing messaging on a range of background

colors.

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Brand Guidelines

C-Parent

Cream Background

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Brand Guidelines

Typography

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04 Typography

Primary Typeface

Our primary typeface is "Jakarta Sans," which we utilize extensively across all of our materials. This typeface is characterized by its simplicity, cleanliness, and legibility, making it an ideal complement to our logo. Being a sans-serif font, it exudes a bold and modern yet classic and friendly feel. "The Seasons" allows us to make a distinctive statement and serves as functional typography for both digital platforms and printed materials.

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Brand Guidelines

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1234567890#&$€%@!?*

Styles & Weights

Light

Regular

Bold

AaBb

04 Typography

Typeface Weights

Our brand incorporates three weights from the Seasons family: Light, Regular, and Bold. This versatile font family provides a range of solutions, spanning from book design to poster design, and even brand signage systems, among others.

The Light weight is ideal for body text, headings, and captions, while Regular and Bold are primarily employed for creating impactful headings.

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Brand Guidelines

Plus Jakarta Sans

Light

Light

Regular

Plus Jakarta Sans

Regular

Plus Jakarta Sans

Bold

Bold

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuv wx yz 1234567890&#$€@%!?*

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04 Typography

Type Misuse

Good typography is extremely important in

both internal and external communications.

It adds clarity to messaging and instils

confidence in audiences. Outlined over the

page are some common practices that weaken

the powerful effects of typography. When using

our typefaces, avoid the following.

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Brand Guidelines

Do not stretch or ​distort type

Do not outline text

Do not kern too tightly

Do not tighten tracking ​or leading too tightly

Do not justify ​paragraphs

Do not use fonts ​outside of approved ​brand fonts

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03 Color

Font Hierarchy Examples

These are examples of how our fonts

would be best applied to maintain consistency

of look and feel on larger brand initiatives,

moments and campaigns.

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Brand Guidelines

Rose on Blue Grey

Blue Grey on Blue

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Lilac on White

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Brand Guidelines

Imagery

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05 Imagery

Photography

Just like our brand voice, all our photography direction is rooted in the natural and brush style with high contrast pictures and green accent.

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Brand Guidelines

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Brand Guidelines

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Brand Elements

Our brand elements comprise simple and sophisticated design to achieve a simple and clean look.

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Brand Guidelines

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Iconography

Our brand elements comprise simple and sophisticated design to achieve a simple and clean look.

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Brand Guidelines

Application and Social Image

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06 Application

Business Cards

It is recommended that business ca cards berds be printed on premium uncoated paper stock,

with a minimum weight of 300gsm with soft touch and rounded corners.

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Brand Guidelines

Design options

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Brand Guidelines

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06 Application

Brand Guidelines

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06 Application

Brand Guidelines

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06 Application

Brand Guidelines

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06 Application

Letterhead EU ( We'll provide letterhead tailored to match the country's layout wth the final chosing design )

It is recommended that letterheads be

printed on premium uncoated paper stock,

with a minimum weight of 300gsm with soft touch and rounded corners.

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Brand Guidelines

Design options

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06 Application

Letterhead US ( We'll provide letterhead tailored to match the country's layout wth the final chosing design )

It is recommended that loyalty cards be

printed on premium uncoated paper stock,

with a minimum weight of 300gsm with soft touch and rounded corners.

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Brand Guidelines

Design options

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Email Signatures

Our brand elements comprise simple and sophisticated design to achieve a simple and clean look.

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Brand Guidelines

PNG & HTML provided

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06 Application

Social Image

This is an example of how our branding would

be best applied to maintain consistency of look

and feel on digital applications.

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Brand Guidelines

Social Examples

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Acies Trust

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Brand Guidelines

Guide: How to integrate Corporate Branding

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07 Guide

How to use your Corporate Guidelines

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Brand Guidelines

Now that you have a brand and a guide for utilizing it effectively, here's how to seamlessly integrate it into your business:

Consistent Application:

Ensure that all visual elements, such as logos, color schemes, and typography, are applied consistently across all platforms, from your website to marketing materials.

Unified Messaging:

Maintain a consistent voice and tone in all communication channels, aligning your messaging with your brand's values and personality.

Employee Training:

Educate your team about your brand guidelines and the importance of consistent branding. Empower them to represent the brand effectively in all customer interactions.

Brand Experience:

Create a cohesive brand experience for your customers at every touchpoint, from the first interaction to post-purchase support.

Engage Authentically:

Interact with your audience on social media, respond to inquiries promptly, and participate in relevant conversations to humanize your brand and build meaningful connections.

Monitor and Adapt:

Continuously monitor brand performance and customer feedback to identify areas for improvement and make adjustments to your branding strategy as needed.

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White Rock Private Equity

Questions?

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Brand Guidelines

For more information about our

brand, feel free to contact us.

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