Creative Fundamentals

1. Fonts and Color

1. Restrict the use of fonts to 2-3 options for every design to maintain consistency and clarity.
2. Ensure the chosen fonts align with the brand’s personality and message.
3. Adhere strictly to the brand's colour palette for font colors to reinforce brand identity.
4. Use contrasting colors for text to ensure readability against the background.
5. Limit the use of decorative or script fonts to headings or emphasis only.
6. Ensure colors used in designs are accessible, considering color blindness and visibility.
7. Test color combinations to avoid clashing and ensure harmony.
8. Fonts should be legible at various sizes, ensuring effective communication across mediums.
9. Maintain a hierarchy in typography using different font sizes and weights.
10. Use consistent styling (bold, italic) for emphasis but do not overuse it.
11. Enforce a consistent font case throughout the design, whether it be uppercase, lowercase, or title case.

2. Breathing Space

1. Breathing space should be equally distributed around the edges of the design to avoid clutter.
2. Maintain adequate padding between text and graphical elements for a clean look.
3. The main object of the design should be highlighted properly through strategic placement and space.
4. Use white space effectively to guide the viewer's eye and create a sense of balance.
5. Line spacing and character spacing must be adjusted according to the need for the design, enhancing readability without overcrowding.

3. Shadow Treatment

1. If adding a shadow, it must be equal and in the same direction for all objects to maintain a cohesive look.
2. Use soft shadows for a subtle effect and to avoid harsh contrasts that may distract from the design.
3. Shadows should not be darker; they must look realistic and blend well with the overall design.
4. Consider the light source direction when applying shadows to maintain a natural appearance.

4. Brand Guidelines

1. Creatives should always contain the brand elements, such as logos, taglines, or other identifying features.
2. Follow the established tone of voice in text to maintain brand consistency across all platforms.
3. Strict color palette and fonts should be adhered to in overall creative design to reinforce brand recognition.
4. Ensure all materials align with the brand’s mission and values, creating a cohesive image.
5. Every creative should be tailored according to its respective target audience, ensuring relevance and engagement.
6. Maintain a repository of templates and assets to facilitate brand consistency across various creative projects.