Having promised to protect with my life the fine detail of the marketing revolution therein, I take delivery of another set of corporate design guidelines.
I skip past the primary and secondary colour palette. Pantones 4625 C and 158 C. Radical
I arrive at the recommendations for copy. Incredibly, it suggests I make my writing 'friendly', 'approachable' and 'conversational... as if talking across the table to a friend.'
Not just that. They also I insist I make it 'clear', 'engaging' and 'honest.'
Jeez. It's going to be a wrench adapting my usual hostile, standoffish and downright deceitful house style, but I'll give it my best shot...
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