Pass Digital Comms Brand Book

Social Media & Digital Creative Guideline

Social Media & Digital Creative Guidelines | © 2020 Pass Introduction Content Pillars Visual Identity Graphic Elements Creative Visuals Overview-Target Audience-Platforms Brand Voice Logo-Colors-Typography Illustrations-Icons-Pattern Sample Creatives-Images

Pass is a technology startup that is improving the online shopping experience by making the process of checking out easy and seamless for online shoppers through its 1-click checkout technology. Pass aims to make the experience of shopping online a much better one by creating a product that gives users a seamless transition between checkout and last mile delivery. Introduction | Pg. 1 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass

Target Audience This segment of our audience is made up of our core customers. Buyers are at the center of our product. Even though they’re not the primary audience, they also will need information about the growth of the brand. This segment of our audience are not our core, but they play an active role in attracting more people to our brand, this is why we need to engage them. This is a key segment of our audience. Without them, we cant on-board our core customers which are the online shoppers. Vendors are important and we need to consistently engage with them. Introduction | Pg. 2 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Investors Vendors Buyers Inluencers

Introduction | Pg. 3 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Platform (Instagram) @ourpass.co • BTS (Staff, gooball,) • Company announcements • Highlight vendor activity • Entertainment • Content promotion (Video + Blog) • Vlog-form video content (IGTV) • Product showcases To give our audinece members a good window view into the brand. Through instagram we want our audience to be able understand who we are, what our mission is, see some of the faces behind the brand and who we are for. • The Product • Value content for the audience • Customer experience management Purpose Primary Focus Secondary Focus handle

Introduction | Pg. 4 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Platform (LinkedIn) Pass - One-click checkout • Value content • Content promotion • Hiring • Customer experience management Our aim for this platform is to engage the business community. Beyond just talking about our brand, we’ll join on-going conversations about issues that are dear to our brand. • Community engagement • Company announcements • The Product Purpose Primary Focus Secondary Focus handle

Introduction | Pg. 5 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Platform (Twitter) @OurPassCo • Company announcements. The aim for this platform is to egage our community as directly as possible. We’ll not only be posting about ourselves, but we’ll get in on conversations that matter to our brand. This is the context of the platform. • Social listening • Community engagement • Our product • Our audience • Customer experience management Purpose Primary Focus Secondary Focus handle

Introduction | Pg. 6 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Platform (Facebook) @OurPassCo • Company announcements • BTS • Customer experience management The aim for facebook is to showcase our product to our audience. Mostly what we’ll be posting on this platform will be product related. • Our product Purpose Primary Focus Secondary Focus handle

Pillars Pillars exist as a guide for content creation. They help us have a more organized approach to creating content. Content Pillars | Pg. 8 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Product updates Company updates Vendor highlights Running an online shop Product beneits Other Jabs

Brand Voice • Simple • Fun • Authentic • Semi formal • Familiar • Charismatic • Solutions oriented • Responsive • Engage • Educate • Fulilment • Delight • Convert • Inform • Charismatic • Conident • Relatable Content Pillars | Pg. 9 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Personality To n e Language Purpose

Logo Our Logo is an essential for our organisation. It embodies our core proposition and acts as a recognisable signature uniting all parts of our brand. It should be used consistently across all communications. Visual Identity | Pg. 11 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Our Logo Please observe the clear space around the logo to maximize visual effectiveness. There should be a minimum .5” of clear space around the logo. Avoid using our logo at a size smaller than 20px. Clear space & Minimum size 20px

In all communications, the logo should be anchored top-left. In instances where this is not possible, the bottom-left or the other two corners can be used. • Do not change the logo in an unspeciied color or combination of colors. • Do not scale, scretch or disproportionately resize the logo. • Do not use the logo other than Horizontally • Do not attempt to recreate the logo. • Do not use the logo as a repeated pattern. • Do not apply graphical elements such as drop shadow or glow. • Do not change the composition of the logo. • Do use the wrong logo color on a background without proper contrast. Visual Identity | Pg. 12 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Postioning

Colors Color is an instantly recognizable and important element. Applying Pass’ core color palette will help create strong visual communication in everything from creative visuals to illustration and iconography. Primary Colors For the most part, white the colrs above should be all you need. If you do need additional colors for your project, you can use darker tones to help you balance primary and supporting palettes. Visual Identity | Pg. 13 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass #1DBC86 #282F3A

You can access the full color palette using this link: https://coolors.co/1dbc86282f3a-ffffff-005450-def 7ef-a4ccd7-f8704b Ratios: For the most part, white and the four core colors should be all you need. If you do need additional colors for your project, you can use darker tones to help you balance primary and supporting palettes. Neutrals: Used primarily for information such as text and icons, neutrals make our communications clear without competing with our core palette. Visual Identity | Pg. 14 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Secondary Colors #005450 #DEF7EF #A4CCD7 #F8704B

• Use the appropriate logo on the right background. • When applying the logo on images, the mono variation (all white or all black) of the logo should be used, depending on the image contrast. Visual Identity | Pg. 15 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Logo Color Pairing

A consistent approach to the application of colour is important for communicating in-line with our conident, clean and simple aesthetic. These are some examples of successful three and four color pairings. DO NOT USE ANY OTHER PAIRINGS WHEN DESIGNING CREATIVES. Visual Identity | Pg. 16 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Valid Color Pairings

Typography Clear typography helps people focus on what’s most important. Be sure you use our typography in a way that supports industry standards for accessibility. Simplicity is key, so our typefacesshould be used to make designs clean,crisp, and legible. Good typography can help build a visual hierarchy, make text easier to read, and communicate a brand’s personality. Pass uses typography to bring character and context to our products and communications. Visual Identity | Pg. 17 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Focus on the user Build for everyone Build from white

Gilroy is a modern sans serif with a geometric touch. An older brother of the original Qanelas font family. It comes in 20 weights, 10 uprights and its matching italics. Designed with powerful OpenType features in mind, each weight includes extended language support (+ Cyrillic), fractions, tabular igures, arrows, ligatures and more. Perfectly suited for graphic design and any display use, Gilroy could easily work for web, signage, corporate as well as for editorial design. Visual Identity | Pg. 18 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Headers Gilroy Gilroy Light Gilroy Regular Gilroy Medium Gilroy Semi Bold Gilroy Bold Gilroy Extra Bold abcdefghijk lmnopqrstuvwxyz abcdefghijklmnopqrstuvw xy z / ABCDEFGHIJKLMNOPQRSTUVWXYZ / ABCDEFGHIJKLMNOPQ RSTUVWXYZ0123456789 Aa

Graphik was inspired by the appealing plainness seen in many of the less common 20th century European sans serifs and in the hand-lettering of classic Swiss Modern posters. First drawn as the house style for Schwartzco Inc., it was further developed for Condé Nast Portfolio and later for Wallpaper* and T, the New York Times Style Magazine. It is suitable for display purposes as well as for text sizes, captions and for such speciic tasks as navigation systems and map-making. Visual Identity | Pg. 19 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Body Graphik Graphik Light Graphik Regular Graphik Semi Bold Graphik Bold abcdefghijk lmnopqrstuvwxyz abcdefghijklmnopqrstuvw xy z / ABCDEFGHIJKLM NO PQ RSTUVW XYZ / ABCDEFGHIJKLMNOPQ RSTUVWXYZ0123456789 Aa

Illustrations Pass is a unique brand, and our products have a distinct selling point that separates us from our competitors. So, for our visual identity, we have also taken the same approach. The use of stock images in recent years has skyrocketed, which has made it diicult for brands to distinguish themselves in the digital landscape because there are only a few good sites to provide the right images to convey a message. The use of illustrations allows us to express ourselves as a brand and gives us room to get creative while conveying our message clearly to users. We use them to represent abstract ideas and portray subjects that may be too ambitious to photograph. Graphic Elements | Pg. 21 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass

The illustration should be minimal and have an solid background and must not be too detailed. Illustrations should only use the Pass color pallete and must not be placed against an abstract or patterned background. Pass sees itself as a global brand so we speak to the global audience, the human in the illustrations should not have any recognizable skin color, instead we opt for neutral colors i.e colors available from our color pallette. Graphic Elements | Pg. 22 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Sample Illustration

Icons Icons are often used when explaining a process, as you can visually represent each step. They help us visually understand each step of a process and facilitate the visual separation and understanding of the elements they contain. Icons should be used on only solid backgrounds. They should be simple with outlines and a slight offest to the left of the icon’s ill. Graphic Elements | Pg. 22 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Sample creatives for the Pass Store Takeover campaign

Pattern The pattern is a creative interpreation of our unique selling point (The fast 1Click Checkout for digital commerce). The pattern should only be use on solid backgrounds with minimal additional design elements in the composition. The pattern only has two variations (white and navy blue). When used on creatives, the opacity should be at a maximum of 30%. Graphic Elements | Pg. 23 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Opacity at 10% Opacity at 30%

Our creative style emphasizes the subject matter so, all designs should be clean & minimal; minimalize the use of images(especially stock images) when designing creatives for digital communications. Pass has a wide range of colors to use when drafting communications however, there are certain rules that guide when & how they should be used based on the content being created. Sample Creatives Creative Visuals | Pg. 25 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Company updates, marketing, promos, announcements, gooing around, casual content, etc. Advice & Tips TBD Ailiate Program

At all times, the Pass logo must either be on the top left corner or aligned center as shown in A. & B. The link to the Pass website must be present on all creaitves, either aligned bottom-center, bottom-left or top-right as shown above. In scenerios were the logo cannot be added to the draft the website link should be aligned bottom-center as shown in C. Creative Visuals | Pg. 26 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Content branding A. B. C.

2000px 2000px When creating content for Pass, consistency is key. The size of the document should be 2000px by 2000px, color mode RGB, raster effect High 300ppi on Illustrator and 2000px by 2000px, color mode RGB, resolution 150dpi on Photoshop. Iluustrator is the preferred software because it is vector based and the output will be sharper. Creative Visuals | Pg. 27 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Sizing & Layout A. B.

Beside every creative above is a detailed pallette showing the colors used on these drafts. Illustrations play a huge role in our communications and depending on the campaign or messaging the pallettes can be swapped. Ensure you create the right amount of contrast when using illustrations in a draft. Creative Visuals | Pg. 28 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Using Illustrations A. B. C.

Creative Visuals | Pg. 29 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass It is improtant to maintain consistency when using typography on creative drafts. For headers, CTA’s and main titles, Gilroy Bold should be used at all times, the size can range from 110pts to 150pts depending on how much space you have to work with. Gilroy Light should should be used for sub headings and the size should not exceed 60pts. Graphik Regular at 40pt should always be used for footers and website links. Using Type A. Gilroy Bold (135pts) Gilroy Bold (150pts) Graphik Regular (40pts) Graphik Regular (40pts) Gilroy Light (60pts) B.

Pass uses 2D/Flat motion elements with emphasis on sharp, quick and snappy transitions. Our videos are heavy on typography and incorporate solid backgrounds and high contrast motion elements. The backround music should either be cool/mellow or high tempo/fast. For a better understanding , here are some web references; Videos: https://www.youtube.com/watch?v=NmpBIqNVLXs https://www.youtube.com/watch?v=YxQ7JqVmqgY https://www.youtube.com/watch?v=vaZSdMKffQw&feature=youtu.be Music: https://youtu.be/4RwUhtaf2_E https://youtu.be/7qLfHqPJaSg https://youtu.be/lrBiN18ZgkA You can also access the company’s google drive folder to ind some samples of videos already created. You should ind them in 4.Growth & Marketing >4.2 Product Demo Videos Creative Visuals | Pg. 30 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass Video Content

Images As a startup we want to build trust with our users and we feel one of the best wats to do this is to be authentic and show the people behind the scenes. Our photography should always be taken naturally and should include members of the team when possible. When using images for communications avoid using desing elements on them and post them as they are with little to no editing or effects. This is to showcase the authentic/real side of our brand. Creative Visuals | Pg. 31 www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass

This document was drafted by Quadri Osho (Brand Identity Designer) and Adeoluwa Abraham (Growth Marketer) and should serve as a guide when creating digital communications for Pass. If you have any questions, you can send a mail to [email protected] or [email protected] www.ourpass.co Social Media & Digital Creative Guidelines | © 2020 Pass