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Welcome to your Brand Guide
Since you are holding this guide and reading these words, we’re trusting you with our very identity: our brand.
We aren’t interested in all of the buzzwords and catchphrases and marketing jargon surrounding the word brand. But we do care about what people think about us. We care about our reputation. We care about building great relationships.
The following pages are full of guidelines, rules, and handy tips that we hope will help you communicate our values, realize our vision, and reinforce our brand.
Brand Strategy
Back to topBrand Strategy
Your brand is a living, breathing entity that will grow and change overtime, but your strategy gives it a soul and core that will stick with it forever. This guide allows your brand to grow without losing sight of where it started and who it truly is
History & About
About
It all started as a brother/sister duo making stop motion lego movies which has led to creating thousands of hours of content for brands. We know how to tell a story in a way that bolsters the imagination. We believe in content that’s relevant to your mission, and take time to listen and ask the kinds of questions that put brands back in control of their narrative.
History
Toward the beginning of the millennium, we noticed an inflection point in the ways brands were speaking to their audiences. With the proliferation of online video content, brands were no longer limited to communicating through 30 second TV spots. With the emergence of new video-sharing platforms, we saw a shift from video content being a necessity for brands, rather than a luxury.
We began to notice brands wanting to take the opportunity to have a deeper connection with their audiences.Video content gave brands the ability to tell deeper stories about why they exist, and why people should care.This began changing the way audiences followed brands, and we were ready to tackle the challenge.
Cinco was created as an answer to the question of how brands could put forward excellent content. Agencies weren’t catching up with the needs of brands and content creation which is where Cinco uniquely filled in the gap. With years of non-fiction television production, it was an easy transition from networks to brands and“marketing as entertainment.” Now we see how brands are creating culture and selling experiences. We create authentic experiences for the sake of entertainment to enable brands to connect with their audiences in unique, personal ways.
Brand Positioning
We use “marketing as entertainment” to connect brands with their audiences.
What
Connecting brands to their audiences through content that’s more unique and personal.
How
The Cinco team tells stories in three acts, just like you learned in English class; a beginning, middle and end.
Why
We make content for people, not algorithms.
Value Proposition
Connecting with your audience through entertainment.
Differentiators
We make content for people, not algorithms.
Algorithms only make money for platforms, not marketers. We believe in content that’s relevant to your audience rather than creating content just to stay relevant with an algorithm.
We take time to listen and ask the kinds of questions that put brands back in control of their narrative and mission.
As professionals in the content production arena, we have decades of experience working with teams and putting our minds together to find the best solutions.
We’re platform agnostic. We’re not stuck to any niche, client, genre, or category.
We are able to adapt to different kinds of projects because we stick to the narrative that drives messaging.
Cinco offers the intimacy of a small team with the impact of a large team driving better partnership to ensure the success of your business.
We’ve been in the game for a while… We love tapping into our vast network of talented people we’ve built relationships with. Different projects require different approaches, and at Cinco, we bring the best fits to the table.
We’ve been strong narrative storytellers ever since we were kids.
It all started as a brother/sister duo making stop motion lego movies which has led to creating thousands of hours of content for brands. We know how to tell a story in a way that bolsters the imagination.
We eliminate friction through education and give teams the tools they need to continue pushing their brand forward.
We invite our clients into the why behind our decisions to bring greater clarity and value to our process and create excellent content. We take the intimidation factor out of our process to allow for greater collaboration that results in the best outcome.
Services
● Content conception, development, and execution
● Photo production
● Video production
● Copy
● Graphics
Process
Working with Cinco ensures a process that facilitates a straightforward, transparent, and explorative method that brings forth the best solutions.
1. Understand your core
2. Strategically defining your direction
3. Explore new solutions
4. Implement
Brand Experience
Promised Experience
Transparency
Our clients know to expect clear communication without all the industry jargon that can be intimidating and hard to understand. We help clients make sense of our methods by eliminating friction through education. This results in an open dialogue, leading to better results.
Values
Partnership
Inspiration
Quality
Innovation
Creativity
Voice & Tone
Overview
At Cinco, we speak in a way that seeks understanding and pushes the boundaries for better collaboration and transparency with our clients. Our language is a mix of curiosity and cleverness bringing clarity to our clients while delivering solutions that are poignant and unexpected.
Language
Clever
Showing intelligence or skill; ingenious.
Approachable
Friendly and easy to talk to.
Transparent
(of a material or article) allowing light to pass through so that objects behind can be distinctly seen.
Personality
As a person, the brand would be a 35-year-old, upper-middle-class man. He would be seen at cool coffee shops or Starbucks, an ABBA revival concert, and could be just as happy exploring his local area as he would be seeing another part of the world. He would drive a practical electric vehicle and would have the spirit animal of an octopus.
Archetype
Lorem Ipsum
Motto
“If you can imagine it, it can be done”
Core Desire
To create things of enduring value
Goal
To realize a vision
Strategy
Develop artistic control and skill
Talent
Creativity and imagination
AKA
The artist, inventor, innovator, dreamer
Messaging
Tagline
Connection through entertainment.
Bank of headlines
Delivering a new kind of engagement
Telling better stories
Stories that create a connection
We use “Marketing as Entertainment to connect brands with their customers
Telling stories that bolster the imagination
We entertain audiences, not algorithms
Brand Strategy Package
The full Brand Strategy document can be downloaded here
Brand Identity
Back to topBrand Identity
A guide to the BRAND Identity assets and visual specifications
Primary Logo
Color Variations
Spacing & Sizing
Icons
Colors
Primary
#234584
RGB (35,69,132)
CMYK (73,48,0,48)
#E95233
RGB (233,82,51)
CMYK (0,65,78,09)
Typography
Primary
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789&%$
Hierarchy
Allumi ExtraBold 66px
Allumi Bold 55px
Allumi DemiBold 44px
Allumi DemiBold 33px
Allumi DemiBold 16px
Allumi Std 16pt
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Logo Package
The BRAND logo in all its formats can be downloaded here.
Digital Style Guide
Back to topDigital Style Guide
This Digital Style Guide is used for your brand's website and digital presence. This section is mainly for Developers to understand digital components, classes, and styles used on the website
Website
Headings
5 rem / 80 px
Heading 1
Sample text is being used as a placeholder.
4 rem / 64 px
Heading 2
Sample text is being used as a placeholder.
3 rem / 48 px
Heading 3
Sample text helps you understand how real text may look on your website.
2 rem / 32 px
Heading 4
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look.
1.5 rem / 24 px
Heading 5
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
1 rem / 16 px
Heading 6
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text that is normally present.
Heading Classes
heading-xlarge
heading-large
heading-medium
heading-small
heading-xsmall
HTML Classes
All Paragraphs
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
All Quotes
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
Text Classes
text-size-large
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
text-size-medium
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
text-size-regular
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
text-size-small
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
text-size-tiny
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
text-style-strikethrough
text-style-italic
text-style-quote
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
text-style-2lines
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
text-style-3lines
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.dolor sit amet,
Rich Text
Heading 1
Heading 2
Heading 3
Heading 4
Heading 5
Heading 6
Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
- The rich text element allows you to create and format headings,
- The rich text element allows you to create and format headings,
- The rich text element allows you to create and format headings,
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Sample text is being used as a placeholder for real text that is normally present. Sample text helps you understand how real text may look on your website. Sample text is being used as a placeholder for real text.
Backgrounds
Icons
Modules
List
- Sample text is being used as a placeholder for real text that is normally present.
- Sample text is being used as a placeholder for real text that is normally present.
- Sample text is being used as a placeholder for real text that is normally present.
