01
The essence
What the brand is.
Before you start an edit, you need to feel what this brand stands for. Not loud, not flashy, not hyped. Quiet confidence. Depth. Quality over volume.
For who
Certified coaches who are stuck building an online business.
The promise
Not starting from scratch, but starting with what works.
Personality
Mature, considered, premium. No hype, no guru energy.
The feeling
A calm conversation with someone who has already done it.
02
Colour palette
The colours.
Dark green as the foundation, gold as the accent, beige for text. Lime only when you really need to draw attention. Use these exact HEX codes for colour grading, on-screen text and lower thirds.
Forest Black
#0B1A0D
Primary background. Backgrounds, dark overlays, frame letterboxing.
Deep Forest
#0F1C11
Secondary background. Cards, subtle layers, callout boxes.
Antique Gold
#C9A96E
Main accent colour. Highlights in text, buttons, numbers, key words.
Warm Beige
#F2E8D9
Primary text colour. Captions, headings, body copy on dark.
Soft Sand
#D2C4B2
Secondary text. Subtitles, captions, less important info.
Pine Green
#153321
Deep green. Gradients, shadow layers, atmosphere.
Electric Lime
#CAD447
Use sparingly. Only for ultimate emphasis or premium tier elements.
Muted
RGBA 45%
For less important text like timestamps and credits.
On-screen ratio
Dark green dominates (70%). Beige and sand for text (20%). Gold as an accent on key moments (8%). Lime only on ultimate call-to-actions or numbers (2%). Avoid pure white or pure black — they don't fit the warmth of this palette.
03
Typography
The fonts.
Three fonts. Each with its own role. Never use any other font. All three are free on Google Fonts — no excuse.
Build your business.
Weight 700 Bold
Style Italic for accents
Use Titles, hooks, key statements
Source Google Fonts
Used for all body copy, captions and lower thirds. DM Sans is calm, modern and highly legible at small sizes. Use it for all subtitles in your videos.
Weight 300 Light / 400 Regular / 500 Medium
Use Captions, subtitles, UI elements
Source Google Fonts
the next step →
Weight 500 Medium
Use Handwritten accents, small cues
Rule Maximum 1× per video
Source Google Fonts
04
Tone of voice
How it sounds.
This shapes how you write captions, which quotes you pull from the video, and which b-roll fits. Read this before you start cutting.
Do
- Write directly and clearly. Short sentences.
- Mature tone. Speak to a professional.
- Back things up with numbers (6,500 completions, 30,000 coaches).
- Let pauses breathe. Whitespace is welcome.
- Keep quotes the way they were spoken.
Don't
- No hyped guru-speak ("Bro this changed my life!").
- No excessive exclamation marks or emoji in captions.
- No clickbait edits ("WAIT FOR IT...").
- No screaming hooks. The brand whispers, it doesn't shout.
- No hype words like "INSANE" or "MIND-BLOWING".
— Caption examples —
Good
Don't start from scratch. Start with what works.
Good
You know what you want to share. You're just afraid to post.
Wrong — too hyped
THIS WILL CHANGE YOUR BUSINESS!! 🔥🔥🔥
05
Video guidelines
How it looks.
Concrete, technical rules for the edit. Follow these as guidelines. When in doubt, always choose calmer over faster.
01
Opening
Open calmly. No sting, no logo bumper. Just the speaker on camera or a statement on black. The first 0.5s can be a subtle fade.
02
B-roll
Choose natural, calm visuals. No stock footage of people cheering or high-fiving. Yes to: hands on a laptop, coffee, writing, focus.
03
Music
Calm, restrained tracks. Lo-fi, ambient, soft piano. Never EDM, hyped trap or trending TikTok sounds without reason.
04
Cuts
Long takes are fine. Don't cut every 0.8 seconds. Give words room to land. Pauses are powerful.
05
Colour grading
Warm, slightly underexposed, with green and gold undertones. No punchy contrast. Shadows can be deep, highlights never blown out.
06
Transitions
Cut, fade, or subtle dip-to-black. Never zoom-in, whip-pan, glitch effects or shake transitions. Not on brand.
06
Caption style
Text on screen.
How captions, lower thirds and on-screen text should look. One style. No variations. Use the official colours and fonts.
✓ Right
Don't start
from zero.
× Wrong
DON'T START
FROM ZERO!!
Caption font
DM Sans Medium (500) for body text, Cormorant Garamond Italic Bold for key words in gold.
Colour
Text in #F2E8D9 (warm beige). Accents in #C9A96E (gold). No white text, no yellow text, no red text.
Background
Subtle drop shadow for readability. Never hard yellow highlight bars or coloured boxes behind the text.
Animation
Word-by-word reveal or soft fade. No typewriter effect, no shake, no bounce.
Placement
Lower third or centred. Not over the speaker's face. Leave room for TikTok/Reels UI elements.
07
Pace & rhythm
The rhythm.
Different formats call for different lengths. Below are the guidelines for short-form video.
Hook
First 3 seconds. A statement, a question, or a line on black. No "Hi guys, today we're going to talk about...".
Avg. shot length
Between 2 and 4 seconds. Long enough to breathe, short enough to engage. Fast MTV-style edits don't fit.
Reels / TikTok
30–60 seconds. One idea per video. Open with a statement, close with a conclusion or question.
YouTube Shorts
45–60 seconds. Slightly more room for context. The pace stays calm.
Closing
Final frame: statement on black or the speaker still on camera. No "smash that like button". No logo bumper.
"
The brand whispers, it doesn't shout. When in doubt: choose calmer.
— The golden rule