Primary colors
Primary colors are the most prominent brand colors.
Writing
We write to make Stackit feel relatable and human. That’s our copy team’s philosophy. And these are the guidelines for our practice.
Values overview
What are brand values?
Our brand values guide our core beliefs and behaviors as individuals and as an organization. They are infused in our culture and how we do business.
- Defines those qualities of our brand that remain unchanged over time
- Outlines a set of beliefs that should be both communicated and experienced throughout all touchpoints & interactions
- Helps set a culture we want to build in conjunction with our values
Smart AF
We push the limits of what is possible by being self-assured and self-aware
Brave not Fearless
In the face of fear and uncertainty, we act smart and power on!
Empathy
Love who you are and what you do in all you are and all you do.
Trust
Relate and align by leading with empathy
Secondary colors
Secondary colors are used to support the primary brand colors and are often seen in gradients, backgrounds, and accents throughout various brand activations.
Neutral colors
Neutral colors are used throughout our branding for default white, black, and grays. Typically you'll see these as backgrounds, text colors, and are typically the most commonly used colors.
Utility colors
Utility colors are used for things like success messages, notifications, warnings, and error messages.
Gradients
Gradients are an important aspect of the Stackit visual brand. They can serve as background graphics in presentations, web pages, social posts etc. They can also be used as background fill for fonts and icons.
About our voice
Not Boring & Rigid.
Not Elitist & Assholy.
Not Fluffy & Bullshitty.
Writing Sample
We've been there
Hi. We’re marketers, and we’ve been in your shoes (nice kicks by the way). By relating and aligning with empathy, we stack tech, with intention, to make MarOps, RevOps, and BrandOps teams more successful. So come sit on our couch and cry it out. We’ve got stacks of tissues.
We're fast, like real fast
We’ve been training our whole lives for this. We sprint and we sprint hard to get to your finish line. Using proven processes, and best-in-class platforms, we stack in the fast lane. So ditch long timelines dependent on nonexistent dev resources, and hop on in.
We're growth focussed
Grow like everyone is watching - because they are. Don’t let operational inefficiencies and resource constraints dull your sparkle. Shine bright with a scalable stack that is integrated and automated for stellar growth.
Copy principles
These help us uphold the unique Stackit voice and tone, and to align our copy across partners and functions. This ultimately leads to better—and more efficient—reviews and decisions. Our copy principles are:
- Don’t make me think
- Make it memorable
- Be compelling
- Be approachable
- Respect our readers
Language
It should go without saying, but it’s still worth stating: Never use exclusionary terms, cultural appropriation, ableist or misgendering language, or anything that could be interpreted as a slur. This includes references to pop culture, the use of slang, most abbreviations or anything else that might resonate with only a few people, but not most people.
Emoji
We encourage using emoji in the right place and time, such as when they can add meaning or delight to what we say. However, never use emoji in place of words in a sentence. 💜
Stylization
We follow AP style. For spelling, use the first entry for a word in Merriam-Webster unless otherwise noted.
Capitalization
Sentence case is the default capitalization style for most Stackit copy. Capitalize proper nouns.
Example: Folks who like Workflow Builder are sure to love Stackit Digital.
Times and attributions
Times
- Use numerals, a space and periods: 9 a.m., 12:30 p.m.
- For display copy, capitalize and remove periods: 8 AM PDT | 12 PM EDT
- Drop the :00 for times at the top of the hour: 10 a.m., 1 p.m.
- In a span, use an en dash: 8:30 a.m.–1 p.m.
- In running text, use words: Taking place on October 7 and 8 from 8:30 a.m. to 1 p.m.
Attributions
Here are a few handy things to remember about job titles:
- Capitalize job titles in pull quotes and display copy, but not in running text
- Abbreviate CEO, CFO, COO, CTO, VP, Sr.
- Don’t abbreviate uncommon acronyms, like Chief Technical Operations Officer
- Co-founder, not Co-Founder
Punctuation
Use standard punctuation in body copy (err on the side of no exclamation points!). Headlines, buttons, links and eyebrows should not have any punctuation, outside of commas and question marks. Keep headlines short enough that they don’t feel like they need punctuation—a complete sentence can look out of place without a period.
Symbols
- We do not use ampersands (&) or plus signs (+) in place of "and"
- We do not use the Oxford/serial comma unless it is critical for clarity
- Always set end punctuation inside closing quotation marks
Em dashes (—)
No spaces around em dashes, except in tweets.
Example: An aside—like this one—needs no extra spaces
En dashes (–)
Use in charts and display ads for a span or range of numbers, dates or times—otherwise spell it out
Example: 9:30 a.m.–1 p.m. | January 22–25
Usage
Guardrails
Personality Traits
Should Feel
Shouldn't Feel
Approachable with a side of wit
Witty and happy
boring & rigid
Curiously Conversational
Thought provoking and engaging
arrogant and pretentious
Intelligently Optimistic
Brave
fearless
Self-assured yet self-aware
aspirational & actionable
Not fluffy & bullshitty
Relatably Understanding
Empathetic & relatable
elitist & assholey
Primary Font
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
100 - Thin
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200 - Extra Light
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300 - Light
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400 - Regular
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500 - Medium
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600 - SemiBold
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700 - Bold
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800 - Black
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900 - Graphik Super
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