1. Brand Voice and Tone
Voice: Professional, empowering, and friendly, focused on the equestrian community.
Tone: Warm, knowledgeable, and approachable with a focus on trust and expertise in equestrian apparel and gear.
Style: Clear, concise, and informative with a passion for equestrian sports and lifestyle.
2. Logo Usage
Primary Logo: Always use the primary logo in its original form. It should never be stretched, skewed, or modified.
Logo Placement: Ensure the logo is placed on a clean background with appropriate padding around it.
Logo Color: Maintain the original color scheme of the logo (typically equestrian-themed tones like dark greens, blues, or neutrals).
Clear Space: Leave a minimum amount of clear space around the logo to ensure visibility.
Typography
Primary Font: Use a clean, readable sans-serif typeface such as Helvetica Neue or Roboto for headings and sub-headings.
Secondary Font: A serif font like Georgia or Merriweather can be used for body text to add a sense of tradition and reliability.
Headlines: Bold and prominent, with enough spacing to be clear and impactful.
Body Text: Easy to read with sufficient line height and paragraph spacing.
5. Imagery
Product Images: High-quality images showcasing the functionality and aesthetics of products (close-ups of fabrics, products in use, etc.). Ensure product details (textures, stitching, quality) are clear.
Lifestyle Images: Showcase people engaging in equestrian activities (riding, training, competitions) wearing Equinavia products.
Image Style: Natural lighting, outdoor settings, and images that convey a sense of movement, action, and elegance.
Avoid: Overly staged or artificial-looking images; keep things authentic to the equestrian lifestyle.
6. Brand Messaging
Key Themes:
Empowering Equestrians: "Performance-driven apparel for equestrians who demand the best."
Quality & Comfort: "Crafted for comfort, built for performance."
For Every Rider: "Whether you’re a seasoned pro or just starting out, Equinavia provides the gear to take you further."
Tagline: "Gear Up for Excellence."
7. Affiliate Marketing Dos and Don'ts
Do:
Ensure all marketing content is aligned with Equinavia's voice and aesthetic.
Use product images and descriptions provided by Equinavia directly from the brand’s approved content library.
Link back to the official Equinavia website or specific product pages for accuracy and trustworthiness.
Don’t:
Modify the logo or use variations without approval.
Use misleading or exaggerated claims about the products.
Use images or messaging that could be perceived as off-brand or not aligned with Equinavia’s values.
Use affiliate links in paid ads without prior approval from the brand.
8. Website and Social Media Guidelines
Website: Ensure that any affiliate website or landing page is mobile-friendly, visually clean, and easy to navigate. The content should be relevant, concise, and focused on equestrian lifestyle and product performance.
Social Media: Affiliates can share product highlights, lifestyle imagery, and promotional offers but must maintain the tone and messaging style as described above. No misleading pricing or discount claims.
