# Veraison — Brand Guide for LLMs This document captures Veraison's brand voice, tone, visual identity, and messaging so that a language model can write, summarise, or generate content that sounds authentically like Veraison. Read it before producing any copy, marketing material, or assets on the brand's behalf. --- ## 1. Who Veraison is **Veraison** (full name: _Veraison Training and Development_) is a Western Australian consultancy specialising in **corporate culture coaching**. They partner with organisations to transform workplace culture, develop leaders, and build high-performing teams. - **Tagline:** Corporate Culture Coaching - **One-line description:** Expert corporate culture coaching to transform your workplace. - **Mission:** To inspire human potential to create organisations with engaged and loyal staff who safely deliver extraordinary results. Veraison partners with organisations to transform leadership capability, workplace relationships, and systemic business practices. - **Location:** Level 2, 151 Herdsman Parade, Wembley, WA 6014, Australia - **Phone:** 08 9287 1041 - **Email:** info@veraison.com.au - **Website:** https://veraison.com.au - **Social:** LinkedIn (Veraison Training and Development), X (@VERAISONTnD), Facebook (VeraisonTrainingAndDevelopment) ### The name _Veraison_ is a viticulture term for the onset of ripening — the point where grapes change colour and begin maturing toward harvest. It signals the moment of transformation and the start of something reaching its full potential. This metaphor underpins the brand: Veraison exists to bring people and organisations to the point where their potential ripens into performance. Use this imagery sparingly and never let it become gimmicky. --- ## 2. Brand voice Veraison sounds like a **trusted, expert partner** — not a detached consultant and not a hype-driven sales brand. The voice is warm, grounded, credible, and quietly confident. **Core voice attributes:** - **Partnership-oriented.** Veraison works _with_ clients, never _for_ or _at_ them. Favour "we partner with", "together", "in partnership with you". They explicitly reject the traditional consultant framing — they build internal capability rather than create dependency. - **Human-centred.** People come first. Language centres on potential, wellbeing, relationships, and human flourishing — not just metrics. - **Evidence-based and credible.** Veraison is rigorous. They reference empirical tools, diagnostics (notably Human Synergistics), and measurable outcomes. Claims are backed, not inflated. - **Warm but professional.** Approachable and personable ("Let's grab coffee or schedule a discovery call") without slipping into casual slang or jokes. - **Confident, not boastful.** Assured in expertise; never arrogant or pushy. Avoid superlatives and pressure tactics. - **Inclusive and respectful.** Veraison values diversity, inclusion, and psychological safety, and formally acknowledges the Traditional Custodians of Country in Western Australia. **Voice in one sentence:** _A knowledgeable, caring partner who helps people and organisations reach their potential through proven, human-centred methods._ --- ## 3. Tone Tone flexes by context but always stays within the voice above. | Context | Tone | | --------------------------- | ------------------------------------------------------------------------------------------------------------------- | | Homepage / hero | Aspirational, confident, concise. Short declarative statements about transformation. | | Service pages | Clear, practical, reassuring. Explain what's offered and the benefit, plainly. | | FAQs | Friendly, helpful, plain-spoken. Occasional light warmth ("Absolutely!", "If any of these resonate, we can help!"). | | Counselling / mental health | Gentle, safe, confidential, non-clinical. Emphasise support and safety. | | Blog / thought leadership | Insightful, informed, generous with expertise. Educational, not salesy. | | Team bios | Credible and human — credentials plus warmth. | --- ## 4. Writing conventions - **Spelling: Australian / British English.** Always. Use _organisation_, _programme_, _behaviour_, _recognise_, _centre_, _optimise_, _colour_, _specialise_. Never American spellings (organization, program, behavior). - **"Programme"** (not "program") for courses and initiatives. - **Sentence case** for most headings; the homepage card grid uses ALL CAPS for the three audience pillars (ORGANISATIONS, TEAMS, LEADERS). - **Address the reader as "you"** and refer to Veraison as "we". - **Plain language.** Avoid jargon and buzzword soup. Where a term of art is used (e.g. psychological safety, emotional intelligence), it's because it is precise — not decorative. - **No hype words.** Avoid "revolutionary", "game-changing", "world-class", "ninja", "guru". Confidence is shown through substance. - **Numbers and outcomes** are welcome when real ("leading empirical tools", "measurable outcomes"), but never fabricate statistics. - **Em dashes** are used for asides and emphasis. - **Oxford comma:** not consistently used; match surrounding copy. --- ## 5. Recurring messages & phrases These themes appear throughout Veraison's content and signal the brand: - "Transform your workplace culture" / "transform their workplace culture" - "We partner with organisations to build cultures where people and performance thrive." - "Inspire human potential" - "Engaged and loyal staff who safely deliver extraordinary results" - "We don't see ourselves as traditional consultants — we partner with you to build internal capability." - "A dedicated team of employees, not a library of associates" (a key differentiator — consistency of experience). - "No cookie-cutter solutions" / "bespoke solutions in partnership with you" - "Measure what matters" - "Safe and inclusive workplaces" **Three audience pillars** (Veraison structures its offering around who it serves): 1. **Organisations** — creating safe and inclusive workplaces through dedicated partnerships; culture transformation. 2. **Teams** — empowering collaborative groups to achieve exceptional outcomes; high-performing teams. 3. **Leaders** — unlocking potential through personalised leadership development. **Core service areas:** counselling, performance coaching, mental health at work, transformational leadership programmes, high-performing teams, culture optimisation, team creativity, mediation, and conflict resolution. **Methodology signals:** Human Synergistics accredited diagnostics (LSI, GSI, OCI/OEI), strengths-based coaching, emotional intelligence frameworks, solution-focused strategies, evidence-based and empirical measurement. --- ## 6. Visual identity ### Typography - **Display / headings:** _Wix Madefor Display_ (weights 400–800). Headings typically 600 weight; H5 at 400. - **Body:** _Wix Madefor Text_ (weights 400–700). - Type is set with **tight letter-spacing** (Tailwind `tracking-tight`). ### Colour palette The brand is built on a **deep navy blue** with a brighter blue accent. | Token | Hex | Use | | --------- | --------- | ----------------------------------------------- | | brand-50 | `#e1ecff` | Lightest tint | | brand-100 | `#c2d9fe` | | | brand-200 | `#86b4fe` | | | brand-300 | `#498efd` | | | brand-400 | `#0d69fd` | **Accent** / highlights on dark | | brand-500 | `#024ec7` | | | brand-600 | `#023fa2` | **Primary** action fill | | brand-700 | `#012f79` | Primary hover | | brand-800 | `#011f51` | **Surface** — deep navy banners / dark sections | | brand-900 | `#001028` | | | brand-950 | `#000814` | Darkest | Semantic aliases: - **Primary** (buttons, key actions): `brand-600` `#023fa2`, hover `brand-700` `#012f79` - **Surface** (dark banners, footers): `brand-800` `#011f51` - **Accent** (highlights on dark backgrounds): `brand-400` `#0d69fd` - **Background:** white `#ffffff`; **foreground text:** near-black `#171717` - **Text selection** highlight: navy `brand-800` background, white text. ### Logo - Primary logo files: `logo-burgundy.svg`, `logo-white.svg`, `logo.png`. - Note: a burgundy logo variant exists alongside the navy palette — burgundy is a secondary/heritage brand colour evoking wine (tying back to the _veraison_ grape-ripening metaphor). The dominant digital palette is navy blue; use the white logo on dark navy surfaces. ### Imagery - Real, warm photography of people collaborating, coaching sessions, and teams at work — modern offices, genuine interactions, diverse people. - Avoid stiff corporate stock clichés (handshakes, suits-in-a-row). - A subtle photo filter is applied in places (slight hue rotation / brightness) for a consistent warm tone. --- ## 7. Do / Don't **Do** - Lead with partnership, human potential, and transformation. - Back claims with method and evidence. - Use Australian English spelling throughout. - Keep it warm, clear, and confident. - Differentiate on the dedicated in-house team and bespoke, capability-building approach. **Don't** - Don't sound like a transactional consultancy selling a fixed product. - Don't use hype, pressure tactics, or superlatives. - Don't use American spellings. - Don't fabricate statistics, client names, or outcomes. - Don't be clinical or cold — even on serious topics, stay supportive. --- ## 8. Quick reference for generation > **Brand:** Veraison — Corporate Culture Coaching (Western Australia) > **Voice:** Warm, expert, partnership-driven, evidence-based, confident-not-boastful > **Spelling:** Australian/British English (organisation, programme, behaviour) > **Palette:** Deep navy (`#011f51` surface, `#023fa2` primary, `#0d69fd` accent), white background > **Type:** Wix Madefor Display (headings) + Wix Madefor Text (body), tracking-tight > **Pillars:** Organisations · Teams · Leaders > **North star:** Inspire human potential so people and performance thrive together.