The Difference Between a Style Guide and a Brand System
A style guide documents decisions. A brand system enables them. Most organizations have one when they need the other.
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Practical writing on digital operations, brand systems, website planning, accessible design, content workflow, and project preparation.
31 articles
A style guide documents decisions. A brand system enables them. Most organizations have one when they need the other.
Read articleThe best digital work is designed to be handed off. Documentation, conventions, and maintainability are not optional extras.
Read articlePageviews and social shares feel like progress. They are not. Here is how to measure content against outcomes that actually matter.
Read articleError messages are the moment when a product either builds trust or destroys it. Most error messages fail at the most important moment.
Read articleA kickoff meeting is not an introduction. It is the moment when a project either gets set up to succeed or set up to struggle.
Read articleInfinite scroll solves a navigation problem by creating a worse one. For most content sites, pagination is the better choice.
Read articleA homepage has one job: get the right visitor to take the next step. Most homepages try to do too much and accomplish too little.
Read articleWhitespace is not empty space. It is an active design element that controls attention, creates hierarchy, and communicates quality.
Read articleBrand voice is consistent. Tone adapts to context. Confusing the two produces copy that is either robotic or inconsistent.
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