brand guidelines - pellacontent.pella.com/cs/groups/public/documents/document/mhat/mdqw/...pella /...

Brand Guidelines

Pella / Brand Style Guidelines CONFIDENTIAL 2

CONTENTS

INTRODUCTION ...................................................................................3

THE PELLA BRAND PLATFORM .........................................................4Our brand ambition .........................................................................5Our brand mission ............................................................................6Our brand pillars .............................................................................. 7Our key audience .............................................................................8

BRAND GUIDELINES ...........................................................................9How to bring Pella to life .............................................................. 10Typography ......................................................................................11Color palette ...................................................................................12Merchandise/Apparel ................................................................... 13Trademarks ......................................................................................16

LOGO USAGE .................................................................................... 18The Pella logo ..................................................................................19Guidelines ...................................................................................... 20Bulls-eye logo .................................................................................21Yellow dot logo ...............................................................................22Pella script logo ............................................................................. 23Violations ........................................................................................ 24

VOICE AND TONE ..............................................................................25How to speak Pella .........................................................................26The Pella personality .......................................................................27Choose your words wisely ............................................................ 28

VOICE AND TONE (continued)Examples .........................................................................................31Whats socially acceptable ........................................................... 33Facebook ........................................................................................ 34Twitter ..............................................................................................36Instagram .........................................................................................39YouTube ..........................................................................................41Pinterest ......................................................................................... 43LinkedIn .......................................................................................... 44

PHOTOGRAPHY .................................................................................45Pella in pictures ...............................................................................46Story telling .....................................................................................47Style and mood .............................................................................. 48Environment ....................................................................................49In home ........................................................................................... 50Lighting ............................................................................................51Propping ..........................................................................................52People ............................................................................................. 53Image perspective ......................................................................... 54Laydowns .........................................................................................55Specs ................................................................................................56Product .............................................................................................57Web ................................................................................................. 58Donts ...............................................................................................59Wardrobe........................................................................................ 60

VIDEO ..................................................................................................61Visual storytelling approach ..........................................................62Shots ................................................................................................ 63People ............................................................................................. 64Video style direction ......................................................................65Music style direction ......................................................................67Specs ................................................................................................66Dos and donts .............................................................................. 70Guidelines for product in video ....................................................71

ADVERTISING CAMPAIGN............................................................... 73Perfectly Beautiful .......................................................................... 74Using Perfectly Beautiful ...............................................................75

ADVERTISING SAMPLES ...................................................................77Brand ad horizontal layout ........................................................... 78Brand ad vertical layout .................................................................79Regional ad horizontal layout ...................................................... 80Regional ad vertical layout ............................................................81Brand digital banners ....................................................................82Regional digital banners ...............................................................85Television end-card tags ................................................................86Local campaign use .......................................................................87

EMPLOYER COMMUNICATION GUIDELINES .............................. 88


IntroductionThis document defines the core elements of the Pella brand and illustrates how to apply them when creating all Pella materials. If we adhere to the rules and principles contained herein, we can create a strong, consistent brand experience for our customers, employees, and partners.Please use this as a guide when you develop anything that reflects our brand: marketing materials, presentations, events, corporate communications, product descriptions. Beyond the how to nature of whats included, this document will also help remind you of who we are and how we do business the Pella way. So we can all go beyond to build the Pella brand into everything it can be.

THE PELLA BRAND PLATFORM


OUR BRAND AMBITION Why we are here

To be a modern design brand that demands a premium price and creates consumer desire.


To go beyond what meets the eye.The people of Pella have an unwavering commitment to doing things right: a conviction to innovate with purpose, design with passion, build with integrity, and deliver with pride and a dedication to go beyond expectations in crafting distinctive products and services that create desire.

Its this passion that has guided our actions for nearly a century and will carry us forward for the next century, as we continue to strive to capture that rare blend between inspired design and exceptional detail.

We take pride in the little extras and challenge ourselves to continuously seek out ways to improve. We honor the fact that it requires the excellence of people to make products of integrity. And we always look for ways to turn our team members passion into our customers pride.

Simply put, we go beyond what meets the eye.

OUR BRAND MISSION What drives us


We craft products and experiences that capture the rare blend of:INSPIRED DESIGN We rely on imagination, innovation, and style.

EXCEPTIONAL DETAIL We sweat all the little extras just for you.

PELLA PASSIONWe pour ourselves into every window, every experience, every time.

OUR BRAND PILLARS What we do


Inspired Distinction Seekers those who find beauty in the details, who value distinctive design, and who take pride in their personal style. THEY ARE: Optimistic | Self-assured | Informed | Fueled by creativity | Obsessed with the details

OUR KEY AUDIENCE Who we do it all for

BRAND GUIDELINES


BRAND GUIDELINES How to bring Pella to life

Things to keep in mind, rules to follow, and general watch-outs to help you create brand-correct communications from how to use the campaign idea, fonts, and logos to how to write in the Pella voice and choose the right photography.


ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 &$%#!?Avenir Next Demi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 &$%#!?Avenir Next Regular

Avenir Next is the primary typeface for Pella branding. Avenir Next Demi Bold should be used for headlines and subheads but not for body copy. For body copy, use Avenir Next Regular. Italics can be used in body copy as needed.Brand fonts can be purchased through fontbureau.com.

GETTING IT RIGHT Avenir Next Demi Bold

Use for headlines and subheads 18 pt. or larger, all caps, tracking at 40, aligned flush left.

Avenir Next Regular Use for long-form body copy.

This font should appear without any changes to its look, shape, or appearance. It should not be altered in any way (e.g., by adding an outline or a drop shadow).

Always set and as superscript.

BRAND GUIDELINES Typography


SHOW OUR TRUE COLORS.Pellas official brand colors are yellow and black. We recommend that you visually match the yellow to a PMS (Pantone Match System) 115C color swatch to ensure accurate reproduction. When printing with 4-color process, do not convert PMS 115C yellow into CMYK values. This will give you an incorrect yellow. Please use the CMYK values listed below.

BALANCED NEUTRAL.The colors below were selected to provide a range of colors that complement the core brand colors and provide a range of color depth from light to dark. The palette is subtle and unified, providing a modern look.

PMS 7457 C PMS 7544 C PMS 7527 C PMS 7475 C PMS 7545 C PMS 7469 C PMS 445 C PMS 7628 C PMS 115 C 100% K

ACCENT OR BACKGROUND COLORS ONLY.Never use these colors as part of the logo.

BRAND GUIDELINES Color palette


BRAND GUIDELINES Merchandise and apparelPlease select merchandise based on the color palette below. Logo usage is outlined on the following pages and type statements should only be used on t-shirts or open spaces on merchandise.

Preferred logo: Use the yellow dot logo for most consumer facing merchandise.

It should not be bigger than 3 across.

Use the bulls-eye logo for any merchandise that is used for corporate events. This logo should be non-consumer facing.

Secondary logo: Use the script logo for any consumer facing merchandise where the logo needs to be large in scale, such as across t-shirts or small for embroidery on polos and button down shirts.

It should only be used in black, white, grey or yellow

LOGO USAGE:

COLOR PALETTE OF WEARABLES AND ACCESSORIES:The colors below were selected to provide a range that complements the core logo colors.

grey beige green navy blue charcoal camo white black yellow

FONT USAGE:Avenir Next Regular is the primary font that should be used. Avenir Next Demi Bold can only be used for short type statements on t-shirts only. Brand fonts can be purchased through fontbureau.com.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 &$%#!?Avenir Next Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 &$%#!?Avenir Next Demi Bold


say something short here

DO Combination of upper- and lower-case type

are acceptable

All statements on product must also have a Pella logo on the item

Short type statement on front with a logo on back and vice versa

DONT Pick a dark background with dark type and

vice versa

No large scale logos or type





Small yellow dot logo on left chest

Small yellow dot logo on left sleeve

Small script logo on left chest

Small white script logo on left sleeve with statement in white on chest

Small yellow dot logo on left sleeve with statement in white on chest

Statement in white on chest with yellow dot logo below

Statement in white on chest with bulls-eye logo below (for internal use)

Small white script logo on left sleeve

Script logo in yellow across chest

BRAND GUIDELINES Merchandise and apparelEXAMPLES OF ACCEPTABLE DESIGNS:


PMS Version

CMYK Version

Inspired DesignExceptional Detail

Pella Passion

MARCOMM SUMMER PICNIC

2018

Small yellow dot logo is centered

Small script logo in white is centered

Inspired DesignExceptional Detail

Pella PassionPMS Version

CMYK Version

EVENTS AND STATEMENTS ON T-SHIRTS: MERCHANDISE:

DO Use a combination of upper- and lower-case type Use a Pella logo to accompany all statements

DO Use a Pella logo adjacent to all statements

DONT Use fonts other than our corporate fonts: Avenir Next Regular or Avenir Next Demi Bold Use yellow dot or bulls-eye logos that are larger than 3 across

DONT Use fonts other than our corporate fonts: Avenir Next Regular or Avenir Next

Demi Bold Use yellow dot or bulls-eye logos that are larger than 3 across Use a dark logo or type on a dark background or a light logo or type on a

light background Put type on anything other than a t-shirt or items that have open space

BRAND GUIDELINES Merchandise and apparel

BUTTON-DOWN SHIRTS:

DO Select a white, tan, charcoal or blue colored shirt Use a subtle embroidered script logo in grey,

black or white Place the logo on the upper left chest only

DONT Print on backside of the shirt

POLOS:

DO Only use the script logo Place the logo on the upper left

chest or sleeve

DONT Print on backside of the polo


BRAND GUIDELINES Trademarks

WHEN DO I USE THE TRADEMARK SYMBOL? In copy, use the trademark on the first mention on a page. Remember, if we dont use our trademarks consistently, we are at risk of losing them. Please do your part to maintain Pellas brand identity. See below for the most current Pella trademarks, or contact us at [email protected].

GENERAL TRADEMARKS Pella windows and doors Pella Windows and Doors (Branch locations) Pella products

Note: When referring to the parent company, Pella is not trademarked. Example: Pella Corporation (no trademark).

OTHER MARKS Pella Certified Contractor

Pella Certified Contractor: Logo artwork uses the

Pella Commercial Solutions Pella Expert InstallersSM

Pella Select Contractor

The Power of Yellow

PRODUCT SUB-BRAND MARKS Architect Series wood windows and patio doors Designer Series wood windows and patio doors Pella 450 Series wood windows and patio doors Pella 350 Series vinyl windows and patio doors Pella 250 Series vinyl windows

Encompass by Pella vinyl windows and patio doors ThermaStar by Pella vinyl windows and patio doors

(Lowes only) Pella Impervia fiberglass windows and patio doors Entry Doors from Pella (Architect Series, Pella,

Encompass by Pella) Pella Storm Doors Insynctive Technology PRODUCT FEATURE MARKS AdvantagePlus protection system Duracast fiberglass composite material DuraColor finish EnduraClad protective exterior finish EnduraClad Plus protective exterior finish EnduraGuard wood protection Endura Hardware

Express Install installation systems HurricaneShield impact-resistant windows and patio doors InsulShield Glass Collection

Integral Light Technology

InView high-transparency screen One-Touch Ventilation

Pella Select storm doors Pella Window and Door Installation Sealant PerformaSeal design Precision Fit pocket replacement window (PDSN only) ReadyTrim window casings Renovation pocket replacement window (Lowes only) Rolscreen retractable screen Slimshade blinds SmartFlash installation tape SmoothSeam interior welded corners SunDefense Low-E Insulating glass SureLock System Touch n Hold storm doors Vivid View high-transparency screen


BRAND GUIDELINES Trademarks

DISCONTINUED MARKS (STOP USING THEM) Advanced Alternative. Lasting Value.

All-Around Performance.

Architect Series Classic (Use Architect Series instead.) Basic done beautifully.

Carbonite

CornerView

EnduraBrass hardware finish (Use Endura Hardware instead.) Hassle-Free (Use EnduraClad instead.) Innovations others cant touch.

Its not just home improvement its life improvement.

Jamb-on-Sill (Use AdvantagePlus instead.) SteadyTilt

The Pella Window Store or The Pella Window and Door StoreSM (Use Pella Showroom or Pella Window and Door Showroom instead.)

ThermaStar Premier

ThermaStar Pro

Unsurpassed architectural expression

Viewed To Be The Best

Windows Made Easy (Internal use only) Windowscaping Center (Use Pella Showroom or Pella Window and Door

Showroom instead.)

CAN I USE PELLA TRADEMARKS FOR SPONSORSHIP OR CO-BRANDED EVENTS?Pellas Marketing Communications Department will be happy to assist you with approval and supplying the needed materials.

DOES PELLA HAVE ANY PRODUCT OR SERVICE CLAIMS I CAN USE?Yes and it is extremely important that you only use Pellas legally approved and substantiated claims (thats why we have lawyers). Never create your own claims (or youll need a lawyer).

LOGO USAGE

Pella / Brand Style Guidelines 19

LOGO USAGE The Pella logo

TREAT OUR LOGO WELL.Use the Pella brand logo on marketing materials according to the standards in this guide. Think tasteful and refined not too big, but not too small to read, either. And give it some space separate it from other text and graphics.

DONT alter it.The logo is Pellas signature and stands for the brand. Always use the logo as it is never change it in any way.

DONT sweat it let us help.If you have questions about proper logo usage and Pella brand standards, please contact [email protected]. Well be happy to advise you and give you the materials you need to use the logo correctly.

Yellow Dot Logo Rectangular Bulls-Eye Logo


LOGO USAGE Guidelines

Were proud of the bright, positive yellow and strong black colors of the Pella logo. They are a very important part of our companys visual identity.

USING THE CORRECT LOGO IS IMPORTANT.Its simple, really. The Pella brand logo also called the Pella bulls-eye or the yellow dot, stand for the Pella brand. It represents the quality of our products, our people, our processes, and our service. And since the foundation of brand building is consistency, its important that the Pella logo always meets the guidelines in this book.

USING THE PELLA LOGO CORRECTLY IN YOUR LAYOUTS.The logo can be placed over a solid color background with no gradient. Watch for the white rule in the bulls-eye version.When placing the logo over a photo, make sure the photo does not compete with the legibility of the logo. Pick an area of the photo that is not busy so the logo will stand out. Whenever possible, allow a clear space around the logo that is equal to 1/4 of the width of the logo. Do not crowd it with text this will distract from the logo.


LOGO USAGE Bulls-eye logoThe traditional and historical Pella logo will continue to be used as the corporate face of the company. Its applications will include corporate communications, internal and HR communication as well as the labels.

ITS THE RULE.The approved Pella bulls-eye logo has a white rule around it. This rule is built into the logo and will size up proportionately when you scale the logo. The rule is not visible on a white background. If the logo you have does not include the white rule, contact [email protected] for an approved logo. Do not add a rule.

The minimum clear space required around the logo is 25% of the height of the logo.


LOGO USAGE Yellow dot logoThe simplicity of this logo reflects a clean modern sensibility and can be used on anything external facing. This includes digital, literature, advertising, signage, business systems and television/video.

The minimum clear space required around the logo is 25% of the height of the logo.

Designer SeriesWindows

The best usage of the yellow dot logo is on white


LOGO USAGE Pella script logo

PELLA SCRIPT CAN ONLY BE USED IN UNIQUE SITUATIONS .It cannot be used without permission from Marketing / Communications.

DO keep it black, the standard script color.Exceptions can be made for apparel and specialty items. Please contact Pellas Marketing Communications department for permission.

DONT alter the angle of the script or the placement of the mark.

DONT add an outline to the Pella script or fill it with a gradient.


LOGO USAGE Violations

DONT ALTER IT.The logos are Pellas signatures and stands for the brand. Always use the logos as it is never change it in any way.

1. DONT use the expanded bulls-eye as a logo. Its only for banners, signage and the back of business cards.

2. DONT use a logo that is shorter than 1/2".

3. DONT crop the white rule.

4. DONT add thickness to the white rule.

5. DONT stretch or change the proportions of the logo. (Use a perfectly round circle.)

6. DONT move or change the registration mark.

7. DONT move the Pella script.

8. DONT incorporate or let text touch the logo.

9. DONT change the font style or alter the logo in any way.

10. DONT use the logo as a graphic element.

11. DONT allow art to touch or overlay the logo.

12. DONT forget to match Pella yellow to a PMS 115C swatch.

13. DONT change the colors of the logo.

14. DONT reverse the colors.

15. DONT use a drop shadow behind and around the Pella logo.

16. DONT use the old logo from the 1990s. The correct logo is shown on page 42.

17. DONT crop into the yellow dot logo

18. DONT use the Viewed to be the best logo lockup or tagline.

1. 2. 3. 4.

5. 6. 7. 8.

9. 10. 11. 12.

13. 14. 15. 16.

17.18.

VOICE AND TONE


VOICE AND TONE How to speak Pella

Youve probably heard this before: Words are important. One of the ways a brand becomes great is by following this rule religiously. What we say and how we say it has a big impact on how Pella will be perceived by people everywhere.

Over the next few pages, well explain how to speak Pella by giving you some tips, examples, and watch-outs so you can do your part to help build Pella into a modern design brand.


VOICE AND TONE The Pella personality

If someone described Pella as a person, what words would come to mind? Pella is: creative, thoughtful, passionate, dedicated.

WE SPEAK TO PEOPLE LIKE PEOPLE. Whenever possible, use a direct, personal approach so that our copy feels as if we (Pella) are speaking with another individual (customer, partner). A good rule of thumb is to imagine that youre speaking with a friend. You should always sound as if youre having a one-to-one conversation and not delivering a speech or repeating corporate jargon. Write in sentence fragments. Put your ideas in simple terms. And feel free to begin sentences with conjunctions.

WRONG Pella conceives windows that elevate a home with

architecturally stunning accoutrements.

RIGHT At Pella, we craft distinctive windows that become

a focal point of your home.

WE ARE HONEST.Pella has always stood for honesty and integrity. So you should always speak truthfully about our products and services. That means never exaggerating or overpromising or coming across as cheesy salespeople. Set expectations appropriately and make sure all of your statements are accurate and not misleading.

WRONG Pella windows will change your life, thanks to our

indestructible quality and earth-shattering features.

RIGHT Pella windows will enhance your home with thoughtful

features and quality that will endure.


VOICE AND TONE Choose your words wisely

WE ARE TECHNICAL BUT HUMAN.Thanks to our passion for innovation and our obsession with testing, there thousands of great advantages for choosing Pella windows. The trick is to translate tech lingo into words that ordinary people can understand. The best approach is to think about the end-user benefit of each test, tolerance, or term, then explain it in laymans terms to your audience. Its okay to mention complicated concepts; just make sure people can understand why we adhere to them.

WRONG Operational cycling for windows and sliding doors

up to 100,000 times.

RIGHT To help ensure that our windows last, we test our designs

with thousands of opening and closing cycles.

WE ARE PREMIUM BUT NEVER SNOBBY. We want to be seen as a modern design brand. Photography and design are important in helping our brand communicate a higher-end feel, so our choice of words should do more to make our brand approachable. Because if theres one thing Pella is not, its stuck up. So keep to a conversational style of writing, but make sure its an intelligent conversation that feels informal, confident, inviting, witty, and concise.

WRONG We painstakingly obsess over each window design, challenging

our past achievements and delving into the unknown to discover window technology unrealized in the category.

RIGHT Before designing a window, Pella experts ask the simple question:

How can we improve what weve done before?



Thanks to the thesaurus, we can all find exotic words that help describe Pella. But please tread lightly. Choose confident, simple, known words that help convey Pella as a modern design brand. And avoid words that feel like overstatements, clichs in the category, or just plain out of place when describing windows.

WHEN DESCRIBING STYLE:

DONT SAY Adorn Captivating Cheery Chic Conceived Distinguished Exhilarating Expensive Genuine Shocking

DO SAY Enhance Attractive Warmth Contemporary Designed Distinctive Inspiring Premium Authentic Impressive

WHEN TALKING ABOUT TESTING:

DONT SAY Beats Blustery Bulletproof Constructed Scorching Scrutinize Soggy Torture

DO SAY Exceeds (only when there is

claim support it is true) Rainy Durable Crafted Hot Test Wet Subject



WHEN EXPLAINING FEATURES:

DONT SAY Adornments Choices Functional Handy Ingenious In stock Life-changing Parts Power Uncomplicated

DO SAY Hardware Options Practical Convenient Smart Available Innovative Components Capability Easy-to-use

WHEN EXPLAINING SERVICES/EXPERIENCES:

DONT SAY Creative input Customer Estimate Home visit Problem Repair Sales help Store Warranty work Worker

DO SAY Design advice Homeowner Quote In-home consultation Issue Service Assistance Showroom After-installation service Installer


VOICE AND TONE Examples

Weve covered tone, style of writing, and word choices; now its time to bring them all together. Here are some channel-specific examples of doing it right, along with some wrong ways.

ADVERTISING HEADLINEBe creative and use appropriate wit; dont be boastful or selly.

WRONG Pella beats the competition, because were different.

RIGHT The Pella difference. Not just another pretty space.

ADVERTISING COPYBe concise and thoughtful; turn copy points into interesting messages.

WRONG Pella windows and doors are perfect in every aspect. And theyre

beautiful to look at, too. All thanks to overtesting and superior styling.

RIGHT Testing beyond requirements, with style beyond ordinary.

Pella windows and doors. Perfectly Beautiful.


VOICE AND TONE Examples

EMAIL CONVERSATIONBe helpful, be personable, be real.

WRONG Dear Mr. Jones, Thank you for your inquiry. Go to the Replacement by Pella section

in the Getting Started tab of the Pella website.

RIGHT Hi John, Thanks for your question. We just happen to have an option in

the Replacement by Pella section of our website that addresses what youre looking for.


VOICE AND TONE Whats socially acceptable

SOCIAL POSTHow we speak, act, and portray ourselves in social media is very important. For all the social channels where we appear, we want Pella to be perceived as an approachable, knowledgeable, and human brand. So even though we are posting as a corporation, we still need to come across as if we are one human speaking with another. Brands that get this excel in social; brands that come off sounding like a corporation spewing corporate directives usually fail.

BE HONEST

We are always transparent and truthful. Consumers are people first, and our language and tone should reflect this.

BE INVITING

We are a warm and welcoming brand that treats our customers and our employees respectfully. So, again, dont talk at people speak with them. And use some personality to help invite people to join in the conversation.

BE KNOWLEDGEABLE

Our years of window and door expertise help separate Pella in the category. So when it makes sense, add facts or reasons why to your conversations (in a non-techy way) to help add value to our posts.

BE CONFIDENT

Pella has over 90 years of experience. So stay away from phrases with if in them and this but not that scenarios. Our language should reflect the confidence we have in our products and services.


VOICE AND TONE Facebook

TIPS

DO Ask a question. Posts that include a prompt for conversation

or a question receive 70% above-average engagement.

Keep it short. Copy should be under 140 characters. The shorter, the better.

Use a visual. An image or video will engage users.

Add an image thumbnail. Links with thumbnails receive 65%+ Likes and 50%+ comments.

Weave in personality. Posts with a personal tone or clever language receive 120% above-average engagement.

Tell a story. Show a series of posts around the same topic to help narrate a story that will resonate with the audience.

Focus on targeting. Target by gender, relationship status, education, age, location, language, and interests.

Use short URLs. Use a shortened URL (such as bit.ly or goo.gl).

Respond quickly. Respond to messages within 24 hours.

Respond personally. When responding to Direct Messages, its best to reply with the customers name. (e.g., Hi, Stacy. Thanks for all the kind words.)

DONT Ask for Likes or shares.

Delete negative comments.

Facebook and Google+ are currently the only universally approved social channels for use beyond the corporate brand presence. If youve requested and received approval for additional Channel Profiles, please use the following guidelines.


VOICE AND TONE Facebook

POSTING RECOMMENDATIONS AND KPIsHow content is distributed, how often it is shared, and when it is published are all key facets to using Facebook successfully.

HOW OFTEN TO POST

46 times per week (No more than 12 times per day)

WHEN TO POST

Posting times can range per market. Check Page Insights in the admin panel for the best posting time(s) in your area.

CONTENT SHELF LIFE

2448 hours

HASHTAGS

For Facebook, its recommended to keep hashtags to a minimum or none at all.

KPIs Engagement (reactions, comments, shares) Clicks to website Positive sentiment Fan growth Reach



VOICE AND TONE Twitter

TIPS

DO Use relevant hashtags. Focus on keywords that are relevant

to Pella. Best practices recommend using no more than two hashtags per tweet. Examples include: #Pella, #PerfectlyBeautiful, #Windows. (Note: #PellaView should no longer be used.)

Ask questions and run polls. Asking questions is an effective way to understand and interact with your audience.

Connect with retweets and replies. Retweeting relevant content and replying to tweets can help maintain a robust Twitter presence.

Incorporate links within tweets. These are the most engaging types of tweets on Twitter.

Follow other accounts. Find and follow people and companies relevant to Pella.

Favorite peoples tweets. Acknowledging someones tweet can increase the channels following.

Create original content. Keep individual followers engaged by tweeting original content.

Use the Direct Messages feature. Privately communicate with another account to help build trust between Pella and the user.

Use rich media. Tweets with photos, videos, and GIFs get 3 times more engagement.

DONT Overuse hashtags. Avoid using excessive abbreviations. And

if you do use any, keep them professional. Were a modern design brand, not a 14-year-old with twitchy thumbs.




POSTING RECOMMENDATIONS AND KPIsHow, when, and how often you publish content will be important to using Twitter effectively.

HOW OFTEN TO POST

Focus on creating a regular cadence of content thats relevant to your audience and authentic to the Pella brand.

WHEN TO POST

Posting in regular intervals lets consumers know there is always new content being published.

CONTENT SHELF LIFE

Less than 1 hour

HASHTAGS

Limit to 12 relevant hashtags. Look at any trending topics for additional hashtags. Examples include: #Pella, #PerfectlyBeautiful, #Windows. (Note: #PellaView should no longer be used.)

RETWEETING

Retweeting positive mentions and feedback, helpful articles, and messages that align with the Pella voice will help maintain a robust Twitter presence.

INTERACTING ON TWITTER

Liking, commenting, and sharing follower content allows people to feel like a valuable part of the conversation, and invites them to join the Pella community.

CUSTOMER SERVICE

People love to talk to businesses directly on Twitter. Be responsive to any questions, comments, or criticisms that come your way. To avoid long exchanges, switch to Direct Messages to resolve any complex issues.




YOU CAN DO SO BY Replying to @mentions Liking and retweeting other tweets Mentioning all brands and appropriate

sources of relevant content Engaging with other accounts by initiating a conversation

KPIs Number of followers Retweets Likes @connects: both @replies and @mentions Click-through rates



VOICE AND TONE Instagram

TIPS

DO Add a location. Location tags drive 79% higher engagement.

Make images lighter. Higher lightness levels generate 24% more likes than dark images.

Widen the shot. More background space generates 29% more likes than cluttered images.

Cool the image. Images featuring blue as the dominant color generate 24% more likes than those with red.

Keep it to a few colors. A single dominant color generates 17% more likes than images with multiple dominant colors.

Mention other accounts. @mentions in captions earn 56% more engagement.

Add a link to the page bio. Place a link to your showroom website/Pella regional page in your Instagram bio.

Share someone elses content. Regram followers who have tagged you with a hashtag or @mention. (Download the Regram app to do this.)

Engage with followers. Schedule time to like and comment on follower content.

Post regularly. Keep followers engaged by posting often.

DONT Post pictures of homeowners/homes without consent.

Spam your audience. Do not post too often in a short amount of time.

Ask for likes. Captions should not solicit inauthentic actions (e.g., likes, follows) and shouldnt include overly promotional language.

Post low-quality pictures.



VOICE AND TONE Instagram

POSTING, HASHTAGS, GEOTAG RECOMMENDATIONS, AND KPIs

HOW OFTEN TO POST

67 times per week, no more than 2 times per day.

WHEN TO POST

Think about a day in the life of your audience and try to strategically post according to this.

CONTENT SHELF LIFE

Less than 6 hours.

HASHTAGS

Keep hashtags around 510 per organic post (include hashtags based on use volume and recency).

GEOTAGGING

Add geographical information metadata (i.e., location data latitude, longitude, etc.) to your image posts from mobile. It is recommended to increase visibility.

KPIs Followers Likes Comments Hashtag participation Impressions (on paid posts)



VOICE AND TONE YouTube

TIPS

DO Keep it to one video. Tell your story in one video, not multiple parts.

Make an impact. Your video needs to present a compelling hook within the first 5 seconds.

Keep the brand consistent. The Pella YouTube channel is a part of our online brand identity. Thumbnails, banners, and your channel trailer should all be on brand.

Listen and respond. Learn what your audience wants and what they want more of.

Collaborate. When possible, collaborate with influencers to enhance your reach. Offer snackable content. Publish bite-size videos (ideally 16 seconds to 2 minutes in length).

Add subtitles. Translated subtitles or closed captions (CC) allow viewers to enjoy your channel in their native language (or without sound).

Create playlists. Create an ordered list of videos with a specific theme or around a current event.

Optimize videos for mobile platforms.



VOICE AND TONE YouTube

TITLE WRITING AND KPIs

USE THE RIGHT KEYWORD PHRASE

Use Keyword Planner for a list of average monthly searches to see how many people are searching for a specific phrase or word.

KEEP THE TITLE SHORT

50 characters or less is recommended. YouTube allows for up to 100 characters in the title field, but only 5060 characters are shown in search results.

USE NUMBERS FOR LISTS AND TIPS

Titles with numbers consistently outperform similar titles that dont contain numbers.

MEASURE AND ADJUST

You can tweak your title at any time if your video is not performing to your expectations.

ADDING TAGS

After you have uploaded your video, you can add up to 120 characters or tags. Make sure you choose them wisely to support your local SEO, and put the most valuable tag first.

DONT OVERDO KEYWORDS

It may be tempting to add in as many keywords as possible, but this might actually hurt your content. Make sure your title sounds friendly and conversational.

KPIs Engagement (views, comments, shares, and likes) Click-through traffic to website Audience retention Subscriber conversion



VOICE AND TONE Pinterest

TIPS

DO Optimize for mobile.

Create Pins in portrait style. Use 2:31:3.5 ratios, and make sure image text is legible on a mobile device.

Have a clear focal point. Pay attention to composition; dont include too many images / key messages.

Use more lifestyle imagery and fewer human faces. Images without faces get repinned more often than images with faces.

Little background. Use a background that provides a compelling context in minimal space.

Use multiple colors. Images with multiple dominant colors get more than three times the repins as images with just one.

Moderate light and color. Images with 50% color saturation get repinned four times as often as images with 100% saturation.

Incorporate branding. Add image or logo in the bottom right-hand corner.

Write copy in the Pella voice. Include functional and how-to messaging. Avoid timely or promotional descriptions.

Include positive sentiment. Use encouraging descriptions.

DONT Use hashtags. They do not provide accurate search results on Pinterest.



VOICE AND TONE LinkedIn

TIPS

DO Keep your titles to between 40 and 49 characters long. 4049 character

length titles receive the greatest number of post views overall.

Include a visual with your post. Add at least one image. LinkedIn also allows you to include multimedia assets (YouTube, SlideShare, TED, Getty, Vimeo, or Lifestream are supported).

Have a point of view and provide more in- depth information. 1,900 to 2,000 words long is a good number to strive toward.

Write your post so it can easily be understood. This doesnt mean speak down to people. Just write in a clear, simple way so even the most uninitiated reader will understand your post.

Provide value. Give people a reason to look forward to your posts with information, news, and insights that are helpful and relevant.

Post consistently. Its more important that youre top of mind and visible on all of LinkedIn than be concerned about timing and duplicate updates.

When publishing long-form content, use proper blog structure. Use subheads (h1, h2) to create a hierarchy of your content Use bold and italicized text to emphasize points within your content Use web links to cite sources of your content Use images (most importantly a featured image)

to draw interest to your content

DONT Self-promote. LinkedIn users have a low tolerance for blatant

self-promotion. When you contribute to group discussions or share content, make sure to provide value to readers.



PHOTOGRAPHY


Pictures are powerful. In fact, they are worth a thousand words, as the old saying goes. So our imagery must tell a story that consumers want to see and hear.

Pella is a modern design brand, appealing to the affluent homeowner. To make ourselves distinctive in a homogeneous marketplace, our brand imagery must reinforce this position. A Pella image must have a distinct look and feel so clear that just by looking at an image, consumers know they are looking at Pella product. We must capture their attention and inspire their imagination with stunning photography and engaging video that communicates the high value of Pella windows and doors and their transformative effect on their home.

Photographers Credit Policy: Pella only gives credit to a photographer when the image is used for B to B marketing materials to Architects. We do not give credit within any consumer facing materials in both print and digital.

PHOTOGRAPHY Pella in pictures


PRODUCT-FIRST APPROACHThe Pella window/door is primary but is not the only thing in the room. The room is so well designed and appointed, the eye wants to take in each detail. However, the window/door remains the central point in the overall image while complementing the space.

PHOTOGRAPHY Our storytelling approach

IMAGE AS STORYTELLERPella imagery is shot straight on, with the window/door integral to the architecture. The overall room design tells a story, providing clues about who designed it (architect/interior designer), who built it (builder), who lives there (consumer) and their passions which represent the pursuit of a refined, fine lifestyle featuring artisan and found items, travel, and collections.

LIFESTYLEAll Pella imagery should feature an inspirational lifestyle that captures a moment in time. This type of intimacy is a shared moment with our consumer/viewer. These moments must feel real but not forced and not over propped. The perfect mess is something that adds nuance but does not steal the visual show.


PHOTOGRAPHY Style and mood

STYLE DIRECTIONThe Pella style is editorial in nature. It is representative of current modern style tends (transitional, modern, mid-century modern.) We represent attainable luxury. Our design is inspirational in architecture, furniture, finishes, color or texture and provides an appealing place to stop, relax and enjoy the space.

MOOD DIRECTION AND INSPIRATION BOARDThe Pella mood is a sophisticated, intriguing one that invites the viewer to enter, linger and explore.

Our finished imagery features an element of customization furnishings, accessories, artwork, and crafted pieces. World of Interiors, Elle Decor and Architectural Digest are inspirations for the Pella mood.


PHOTOGRAPHY Environment

The Pella product is photographed from the exterior and the interior, featured in custom built homes found in affluent neighborhoods styled by interior designers. The architecture is unique and interesting, not cookie-cutter and does not block the visual path to the window/door.Interior shots may be on sets or in real homes. CGI may be lightly used to enhance the photograph while following lighting guidelines.Home exteriors should look like real home exteriors meaning they have shadows and some slight age on the materials. Exteriors should not look like sets and should include materials rated for outdoor environments.The view outside of the window/door should be secondary with light flowing through the glass.


PHOTOGRAPHY In home

SIMPLICITYIn new imagery for Pella, resist the temptation to overdecorate a composition with extra furniture or home accessories. Choose homes that have a scale that doesnt feel overwhelming. Choose examples that are timeless in look and feel i.e., not fussy or overly busy. Be wary of heavy patterns in rugs, drapery, or other textiles. Err on the side of less is more. Create bold compositions with clear focal points. Our windows and doors should be clearly visible, prominent features of the composition, but not to the exclusion of the rest of the room.

DO1. Natural style lighting. Whenever possible, use the natural

lighting of a space and avoid anything that feels artificial.

2. Stage and dress the set. Keep things cohesive and elegant. Start with a simple palette and choose furniture with simple shapes.

3. Zoom in. Use simple, tight compositions in addition to wide, full-room shots.

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PHOTOGRAPHY Lighting

NATURAL STYLE LIGHTINGThe lighting in a Pella image is natural and focused. We must always consider the time of day and direction of the light. When possible, utilize real natural light. When natural light is not an option, utilize single-source lighting but with the properties of natural light based on time of day and point of entry.Blast the light through the product, which keeps the focus on the window/door and not the view. Allow the exterior to be out of focus and faded away.


PHOTOGRAPHY Propping

PROPPINGA Pella room feels as if someone lives there. Uncluttered, but with personally curated touches complemented by an eclectic mix of artwork, collections, artisan pieces, handmade rugs, custom furniture, and unique lighting. One or two unexpected found items create the intrigue. The image features layered, mixed textures. Opt for minimal propping overall so the windows are always the main subject.

WINDOW FASHIONSLuxurious window coverings may be featured as long as they do not cover more than 15 percent of the entire window.


PHOTOGRAPHY People

AUTHENTICITYPella imagery featuring people should feel real an honest, if slightly idealized, portrayal of life in a Pella home. Using people in your shot is a good way to create this feeling. The talent in any shot should be posed in a relaxed, natural way, as if going about their daily life.

DO1. Look natural. Create universal, everyday moments that help the

viewer relate to the person in the scene. Avoid awkward or polarizing moments of reality (e.g., paying the bills).

2. Warmth. Work to capture moments of real humanity.

3. Interacting with product. Find honest ways for people to interact with our product(s). This could be as simple as catching a persons gaze out a window. You can also show people opening a window or door.

4. Casting. Choose models or subjects who exude a natural beauty and appear comfortable in their own skin. Make sure that they seem appropriate in the house and with the product they are representing.

For clothing and styling, choose a look that is age appropriate and feels right for the home environment. Strive for a modern and current look, but be careful not to go too far. In short, dont try too hard.

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PHOTOGRAPHY Image perspective

When shooting Pella product, the window or door cannot be less than half the size of the overall image.

The window/door is always in focus. The visual path to the product must remain unblocked. The window must feature a view, but the view is secondary and therefore

should be hot or unfocused. Windows and doors must be shot both open and closed. Hardware and accessories can stand alone, but are a secondary message.

IMAGE PERSPECTIVE


PHOTOGRAPHY Laydowns

LAYDOWNSOverall, laydowns should be utilized to feature a variety of Pella products in various creative laydown approaches. These images tell a consumer story with feminine appeal. These stories may be focused on a variety of topics, including but not limited to trends, color, product functionality and features.

GUIDELINESLaydowns could feature non-Pella products that would naturally be in a room (furniture, artwork, additional building products such as paint color, wallpaper, swatches, samples, accessories, etc.)

PRODUCT ONLYWhen featuring sash product we always shoot it in natural light with the correct hardware. Actual finishes should be used so our consumer can focus on the product and experience the actual finishes. Using CGI feels foreign and leaves the consumer wondering what the real product will look like when it is installed in the consumers home.


PHOTOGRAPHY Specs

When cropping, consider where and how the image will be used. However, do not force the image to conform to a list of required executions as the room may not be suitable for every necessary image.

Square images = Social platforms

Gondola images = Website

Horizontal images = Digital media

Vertical images = Online publishing

DO1. Match the exterior lighting and the interior

lighting in direction and intensity.

DONT1. Unnaturally highlight the product.2. Clean up the product to remove the shadows.3. Rely on CGI to create reality; utilize it only for

things that cannot be fixed naturally.

IMAGE USAGE

Retouching Guidelines


PHOTOGRAPHY Product

BEAUTYOur windows and doors are beautiful as is. Customers are looking to see how Pella products will fit with their lives and homes. Make sure our products are well lit and show as much detail as possible.

DO1. Details. Our products are well designed

and crafted by experts, so showing off the details is important.

2. Context. Help customers imagine our products in the context of their remodel.

3. In situ. Our hardware looks great on its own or in use.

4. Lighting. When shooting products, large or small, consider showing the product in an architectural context.

5. Finishes. If shooting new imagery, be careful to replicate our beautiful finishes accurately.

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PHOTOGRAPHY Web

When shooting new images for the Pella website, pay close attention to the extreme horizontal proportions of the imagery. Place the windows and/or the talent in a way that allows them to be seen easily on any device screen. Always accommodate for headline, subhead copy, and button or call-to-action in your compositions for a web page.

Consider backlighting a scene or shooting it in a way that optimizes the placement and legibility of black text. Be careful that our product doesnt become lost or too blown out. The example at left is about as far as you should go.

Alternatively, using white copy over a darker image also works.


PHOTOGRAPHY Donts

DONT:1. Use forced, acted expressions on talent.

2. Clutter rooms with decor that distracts from the windows or doors.

3. Choose outdated or uninspired interior design.

4. Illuminate the scene with flat or poor lighting.

5. Compose photos with products shown in uninspiring ways.

6. Make it all about the view.

7. Add lighting effects.

8. Use black-and-white photography or moody filters.

9. Use candid or awkward photography of our products or processes in marketing materials.

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PHOTOGRAPHY Wardrobe

Overall, team members and outside resources should always present a polished business casual look for photography and video appearances. If there is a question as to suitable attire, its always best to be more dressed then not. We also encourage bringing a fresh ensemble to change into so ones appearance is clean, fresh and wrinkle-free. Below are solutions for various team members and outside resources:1. Female team members and outside resources: Business casual is best. No jeans or revealing attire. Skirts

should hit at or below the knee. Simple jewelry. Clean fingernails for close-ups and product demonstrations. Heels are fine. No sneakers. No loud colors, patterns or stripes. Hair should be neat, combed or pulled back. Makeup should be natural. Use face powder as needed to reduce shine.

2. Male team members and outside resources: Business casual is best. Button-down shirts tucked in are recommended. Blazers are optional, but encouraged. No polo shirts. No jeans or sneakers. Dress shoes only. No loud colors, patterns or stripes. Clean, trimmed fingernails for close-ups and product demonstrations. Hair should be neat; beard stubble is ok. Use face powder as needed to reduce shine.

3. Engineering and Testing / PII Lab team members: Business casual is best. Jeans with no tears are permissible, but khakis are preferred. Button-down shirts or polo shirts tucked in are recommended. Sneakers are permissible, but dress shoes are preferred. No loud colors, patterns or stripes. Clean, trimmed fingernails for close-ups and product demonstrations. Hair should be neat; beard stubble is ok.

4. Installers and factory team members: Logo shirts, polos and t-shirts are permissible. Khakis and jeans without holes or visible dirt are fine. No loud colors, patterns or stripes. Any type of footwear is acceptable, except sandals or anything open-toed. Clean, trimmed fingernails. Hair should be neat and combed. Minimal jewelry.


VIDEO


VIDEO Our visual storytelling approach

Each video features the components of strong storytelling: a beginning, middle and end that expands beyond a product story. It unfolds as all good stories do, with a climax or reveal. Each video begins with a branded open and concludes with a strong call to action reinforced with font. These videos are created with our consumer in mind (they are not aimed toward the dealer, architect or designer). Limit the use of DIY videos as our consumer works with building and interior design professionals to install Pella products. Pella videos feature movement either in the camera moving smoothly across the room and product and/or an action that provides visual interest.The use of narrator is optional. Video may be voiced-over or simply visuals, but should always incorporate a music bed, unless its a short social video such as a GIF.Check out videos from studiobstyle to see examples of our visual storytelling approach.

Click on images to view entire video.

http://www.studiobstyle.com/videohttps://vimeo.com/93529617https://vimeo.com/99534730


VIDEO Shots

GUIDANCE FOR CORPORATE VIDEOS Each Pella video begins with a standardized open that features the Pella logo.

Subsequent shots to follow based on the story line and products used. When editing, vary the shot selections of the product to ensure ease of editing: still

shot, wide shot, tight shot, zoom in and out, and pan shot. Always shoot in true color. If budget allows, use at least two cameras in a shoot with appropriate lighting. One

camera will be video taping the entire time while the second camera is manned to capture a variety of shots and angles.

When possible capture video rather than utilizing still images and artificially supplying movement via pans and dissolves.


VIDEO People

Capture people from multiple angles utilizing two cameras if possible. One camera is locked down to capture continual video and sound; the other is manned and captures left and right angle and close-ups to provide ease of edit.

People may be seated or standing. Discuss ahead of time appropriate dress for our spokesperson based on the environment.

Ensure talent uses a wireless mic when we interview him/her. Limit use of jewelry. Keep clothing simple and preferably solid colors. Only trade

professionals should wear shirts featuring Pella logos. Ensure the models are reflective of our homeowner but not exclusive to that target.

Mix up the demographics (age, race, gender) and reflect multigenerations in family settings as appropriate.

Talent and photography usage for videography should be unlimited if possible.


VIDEO Video style direction

As with our approach with photography, our video style is editorial in nature and supports our mission of attainable luxury. Artful and inspirational, a Pella video compels the viewer to watch until the last second and play it again to ensure she has taken in all the details.

Click on images to view entire video.

https://www.nowness.com/topic/interiors/yves-behar-san-francisco-emile-rafaelhttps://www.nowness.com/series/in-residence/mattia-bonetti-max-hemmings?autoplay


LIGHTING GUIDANCE1. The lighting in a Pella image is natural and focused. Consider the time

of day and direction of the light. When possible, utilize real natural light. When natural light is not an option, utilize studio lighting but with the properties of natural light based on time of day and point of entry.

2. Blast the light through the product, which keeps the focus on the window/door and not the view. Allow light to come through the glass.

3. When shooting tight on the product, ensure it is lit to highlight the specific features.

Propping guidanceA Pella room feels as if someone lives there. Uncluttered, but with personally curated touches complemented by an eclectic mix of artwork, collections, artisan pieces, handmade rugs, custom furniture, and unique lighting. One or two unexpected found items create the intrigue. The image features layered, mixed textures.

BackgroundsConsider where to position the people who are speaking in our videos. Make sure the background is appropriate for the person speaking (either in their natural environment or one that represents their topic).Keep the background simple and unobtrusive. Do not hang a logo in the background.

VIDEO Video style direction


VIDEO Music style direction

There are no musts for Pellas music selections, however they should be contemporary. Selections are not confined to a single genre or feel generational, nor is it stuffy or too serious. The correct selection complements the imagery and enhances the story. Consider how it will set the mood. When editing, the musics beats should align with key edits. The music concludes as the video concludes.Do not allow the music to overwhelm the video, shifting attention from the images. Keep it softly in the background.


VIDEO Specs

VIDEO SPECIFICATIONS BASED ON MEDIUMA video file in a digital format is comprised of two parts, a codec and a container. A codec is used to compress and decompress a video file where video files are too large and may difficult to download or play the file. Some examples of codecs are FFMpeg, DivX, XviD, and x264. A container is a collection of files that stores information about the digital file. It is a combination of both audio and video data in a single file to allow for simultaneous audio-with-video playback. Some popular types of containers are AVI, FLV, WMV, MP4, and MOV.

Common video files we will likely utilize across its various mediums include:

MP4 Developed by the Moving Pictures Expert Group. It is commonly used for sharing file systems on the web. File size stays relatively small.

WMV Microsoft Windows media video. Originally designed for internet streaming.

MOV/Quick Time Movie Developed by Apple and supported by both Mac and Windows systems. These are high quality files and usually big in size. It utilizes the MPEG 4 method of defining compression and can be used for streaming media.

Flash Video This is for Adobe Flash software. It is the most common online video viewing platform online. YouTube utilizes Flash.

AVI Audio Video Interleave This is a Microsoft product and is one of the oldest video formats and is generally accepted. These are commonly stored as M-JPEG or DivX.


VIDEO Specs

VARIOUS TYPES OF VIDEO NEEDS (GIFS, ANIMATIONS, SOCIAL VIDEO DIRECTION)Video requirements cover a variety of uses (website, social platforms) and should always be created mobile first and viewable from all screens and across mobile phone manufacturers.

GIFs/animations are short, therefore are best used on social platforms. Longer form videos are a better fit for YouTube, Vimeo or corporate websites. Music is not mandatory for shorter videos.

Pella videos will be concise and follow best practices for length.

VIDEO LENGTH BEST PRACTICES

Instagram: :8-:10 Facebook: :15 Twitter: :05 (gifs)YouTube: 1:00 Corporate website: 1:00-1:30

Click on images to see GIF samples.


VIDEO Dos and donts

DOS Keep the Pella product the hero of the video. Get permission from each person featured in our video

utilizing an approved video release form thats signed and dated by that person.

Get permission from parents if we are planning to feature children in your video.

Co-op videography when possible, but do not show logos. Use at least two cameras. Videotape following the curvature of the product. Use natural light. Use models who reflect our homeowner while being

inclusive of various demographics (age, gender, ethnicity). Prop lightly but with textures and layers.

DONTS Feature other companys brands in a Pella video. Overcomplicate the video backgrounds when

interviewing people. Wear logod clothing unless the video is trade-focused. Allow the music to overwhelm the imagery.


VIDEO Guidelines for product in video

Shoot the product as graphically as possible. Think about treating every photo or frame as an editorial cover.

Shoot straight into the product if possible for the environment shots. Detail shots can come from different multiple tighter angles to tell the product craftsmanship story.

Leave a visual path from the viewer to the window/door so that the consumer can imagine themselves next to and interacting with the product.

Visually tell a story that is relatable to the consumer in all facets including intentional architecture and propping with sophistication.

Visual branding elements should all feel like they could live in Elle Dcor, Architectural Digest or World of Interiors magazines. For example, keep propping price points higher and CGI to a minimum.

Product should remain a large portion of the shot if possible so that focus stays there.

Video editing and music should be complimentary, contemporary, and artful.


VIDEO Guidelines for product in video

INTERIOR Keep the focus on the window/door by blowing

out the background that is visible through the window. Let light wash through the product and into the room so that there is directional light.

Let the rest of the room and propping go into shadow.

Focus should remain on the light coming into the space so that the viewer stays inside the room.

EXTERIOR Keep reflections in window and door glass

to keep the focus on the visual plane where the product exists. Do not light so that the consumer visually looks past the product and into the dwelling.

ADVERTISING CAMPAIGN


ADVERTISING CAMPAIGN Perfectly Beautiful

PERFECTLY BEAUTIFUL Perfectly Beautiful is not our official tagline, but a campaign idea the creative expression of the brand in our current consumer advertising efforts.

SO WHAT DOES IT MEAN WHEN WE SAY PELLA WINDOWS AND DOORS. PERFECTLY BEAUTIFUL.?

At Pella, we chase perfection by innovating with purpose, testing beyond requirements, and sweating the smallest details. And we strive for beauty by crafting designs, materials, and new functionality that transform a window or door into a focal point of the home.

Perfectly Beautiful may be a new campaign for Pella. But we see it as a fresh articulation of something weve been doing as a company for nearly 100 years.


HOW PERFECTLY BEAUTIFUL SHOULD LOOK:As a lockup with Pella (the script or campaign logo) or with our name and product offering:

Pella Perfectly Beautiful. Pella windows and doors. Perfectly Beautiful.

Always use initial-capitalization form (i.e., title case) whenever it occurs. Perfectly Beautiful, instead of perfectly beautiful.

For television end cards, you can divide Perfectly Beautiful with the campaign logo (refer to page 65):

Perfectly PELLA LOGO Beautiful

ADVERTISING CAMPAIGN Using Perfectly Beautiful

Perfectly Beautiful can be used in advertising communications, but in very specific ways. And as we have stated, Perfectly Beautiful is not (yet) our tagline; however, it should be handled very much like one.

THE TWO USAGES FOR PERFECTLY BEAUTIFUL: As a headline (by itself, not as part of a sentence).

As a sign-off (like a tagline).

PERFECTLY BEAUTIFUL

Pella Perfectly Beautiful lockup


ADVERTISING CAMPAIGN Using Perfectly Beautiful

NEVER USE PERFECTLY BEAUTIFUL: Out of order. Its never Beautifully Perfect.

As a modifier or descriptor in body copy or a sentence. Perfectly Beautiful is aspirational, so we can never imply that our testing, products, services, or company are perfect. We do not use Perfectly Beautiful outside of the two approved usage applications previously mentioned (by itself as a headline or sign-off tagline).

ADVERTISING SAMPLES


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ADVERTISING SAMPLES Brand ad horizontal layout

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PERFECTLY BEAUTIFUL

Weather image50% y

Interior image50% y

y = width of ad

pella.comDesigns tested from -40F to 180F.

Styles crafted to feel right at home in harsh climates.Pella Impervia fiberglass windows and patio doors.

PERFECTLY BEAUTIFUL

GETTING IT RIGHTFor horizontal layouts, everything is based on the width of the ad (y), including the cap height of the headline (z).

Weather image Left side, full bleed Width = 50% y

Interior image Right side, full bleed Width = 50% y

Margins Size = 2.5% y

Logo Size = 5% y Lower right corner

Web address Avenir Next Bold pella.com should be

87% width of logo.

Headline Width = 43% y Center horizontally and

vertically on weather image. Color can be either

white or black.

Body copy Avenir Next Bold Color should match headline. Cap height = 25% z Center horizontally on

weather image. Space between body

copy and headline = z Leading is 120% of body

copy point size.

Yellow bar Center vertically between

Perfectly Beautiful and body copy.

Center horizontally on weather image.

Color is always Pella yellow. Width is equal to the width of a

capital W in the body copy. Height is twice as thick

as the width of an l in the body copy.

Logo5% y

Headline43% y

Body copyAvenir Next Bold

Cap height = 25% z Leading is 120%

of body copy point size.

Space between body copy and headline = z

z = cap height of headline

z


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pella.com

PERFECTLY BEAUTIFUL

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PERFECTLY BEAUTIFUL

Logo9.5% v

Headline81% v

z = cap height of headline

z

Space between headline and body copy = space between body copy and bottom edge of image = z

GETTING IT RIGHTFor vertical layouts, everything is based on the height of the ad (h) and the width of the ad (v), including the cap height of the headline (z).

Weather image Top, full bleed Height = 50% h

Interior image Bottom, full bleed Height = 50% h

Margins Size = 5% v

Logo Size = 9.5% v Lower right corner

Web address Avenir Next Bold pella.com should be

87% width of logo.

Headline Width = 81% v Center horizontally on

weather image. Color can be either

white or black.

Body copy Avenir Next Bold Color should match headline. Cap height = 25% z Center horizontally

on weather image. Space between body

copy and headline = z Space between body

copy and bottom edge of weather image = z

Leading is 120% of body copy point size.

Yellow bar Center vertically between

Perfectly Beautiful and body copy.

Center horizontally on weather image.

Color is always Pella yellow. Width is equal to the

width of a capital W in the body copy.

Height is twice as thick as the width of an l in the body copy.

Body copyAvenir Next Bold

Cap height = 25% z Leading is 120% of body

copy point size.

Space between body copy and headline = z

ADVERTISING SAMPLES Brand ad vertical layout


GETTING IT RIGHTRegional ads are customized in the lower right corner with a localized phone number and/or web address.

Refer to Brand ad horizontal layout on page 78 when laying out any new horizontal ad.

Customization1. Replace pella.com with the localized phone number and/or web address,

separated by two spaces.

2. If the customized text is shorter than the width of the Pella logo, center the text below the logo. If the customized text is wider than the logo, right-align it with the logo.

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PERFECTLY BEAUTIFUL

(XXX) XXX-XXXX pellacity.com

(XXX) XXX-XXXX pellacity.comLocalized phone number and website address

Keep on one line. Right-align with logo. Phone number comes first. Two spaces between phone

number and website address.

ADVERTISING SAMPLES Regional ad horizontal layout


(XXX) XXX-XXXX pellacity.comLocalized phone number and website address

Keep on one line. Right-align with logo. Phone number comes first. Two spaces between phone

number and website address.

(XXX) XXX-XXXX pellacity.comCoat

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PERFECTLY BEAUTIFUL

GETTING IT RIGHTRegional ads are customized in the lower right corner with a localized phone number and/or web address.

Refer to Brand ad vertical layout on page 79 when laying out any new vertical ad.

Customization1. Replace pella.com with the localized phone number

and/or web address, separated by two spaces.

2. If the customized text is shorter than the width of the Pella logo, center the text below the logo. If the customized text is wider than the logo, right-align it with the logo.

ADVERTISING SAMPLES Regional ad vertical layout


GETTING IT RIGHT 300x250 bannersMargin 12 px

Border 1 px, hex color 888888

Frame 1 Weather image, full bleed Copy

Avenir Next Demi Bold, 16 pt., white or black, bottom of image, centered horizontally

Frame 2 Interior image, full bleed Copy

Avenir Next Demi Bold, 16 pt., white or black, bottom of image, centered horizontally

End frame and static banner Weather image

Upper left corner of banner 150 px wide by 154 px tall

Interior image Upper right corner of banner

150 px wide by 154 px tall Headline

125 px wide Center on weather image.

White area Bottom of banner 300 px wide by 96 px tall

Pella product descriptor Avenir Next Demi Bold, 11 pt./13.2 pt., black

CTA 130 px by 26 px Pella yellow rectangular button

Type is Avenir Next Demi Bold, all caps, 11 pt., black.

Legal copy Under the CTA button Avenir Next Medium, 8-pt. type with 8-pt. leading, black

Logo 57 px by 57 px lower right corner

1 px borderhex color888888

Headline125 px wide

Centered on weather image

Margin12 px

Weather image150 px

Interior image150 px

Image

area154 px

White

area96 px

Frame 1 Frame 2 End frame and static banner

ADVERTISING SAMPLES Brand digital banners




Image area 160 px by 360 px at

top of banner

White area 160 px by 360 px at

top of banner Body copy

Avenir Next Demi Bold, left-aligned, 14.2 pt./17 pt., black

Pella product descriptor Appears on end frame. Avenir Next Demi Bold, left-aligned, 11 pt./13.2 pt., black

Legal copy All legal copy should go at the bottom of the banner below the Pella logo.

Avenir Next Medium, 8-pt. type with 8-pt. leading, black




Frame 1 Weather image in image area Body copy in white area

Frame 2 Interior image in image area Body copy in white area

End frame and static banner Weather image in top

half of image area Interior image in bottom

half of image area Headline

127 px wide White or black Centered horizontally, 17 px above interior image

White area legal copy

Wea

ther

im

age

180

px

Inte

rior

imag

e18

0 px

Imag

e ar

ea36

0 px

Whi

te a

rea

240

px

Frame 1 Frame 2 End frame and static banner





Area 1 230 px by 90 px

Area 2 230 px by 90 px

Area 3 268 px x 90 px Pella product descriptor

Avenir Next Demi Bold, left-aligned, 11 pt./13.2 pt., black

Legal copy All legal copy should go at the bottom of the banner below the Pella logo.

Avenir Next Medium, 8-pt. type with 8-pt. leading, black




Area 3 is static.

Frame 1 Area 1 weather image Area 2 body copy,

Avenir Next Demi Bold, 14 pt./16.8 pt., black, left justified

Frame 2 Area 1 and 2 interior image

Frame 3 Area 1 interior image Area 2 body copy,

Avenir Next Demi Bold, 14 pt./16.8 pt., black, left justified

End frame and static banner Area 1 weather

image and headline Area 2 interior image Headline

Centered in area 1 144 px wide White or black

Frame 1

Frame 2

Frame 3

End frame and static banner

Area 1230 px

Area 2230 px

Area 3268 px



GETTING IT RIGHT

LAYOUT GUIDELINES 300x250

Refer to GETTING IT RIGHT 300x250 banners on page 82.

160x600 Refer to GETTING IT RIGHT 160x600 banners on page 83.

728x90 Refer to GETTING IT RIGHT 728x90 banners on page 84.

Localized banners

ADVERTISING SAMPLES Regional digital banners


GETTING IT RIGHTBRAND Text and Pella logo are placed

on a screened image. Logo is centered in frame. Perfectly is on left side of logo. Beautiful is on right

side of logo. Web address is centered

below logo.

LOCALIZED Text and Pella logo

are placed on a white background.

Logo is centered in frame.

Perfectly is on left side of logo. Beautiful is on right

side of logo. Localized text is placed

at bottom of end card.Brand end card Localized end card

ADVERTISING SAMPLES Television end-card tags


If the need arises to create additional campaign creative for local executions, please be sure to follow the guidelines laid out in this book. As we seek to become a modern design brand, consistency of tonality, imagery and brand personality are critical to maintain in both national and local communications. All materials should be sent to [email protected] for review prior to publication.

ADVERTISING SAMPLES Local campaign use


Employer Communication Guidelines


IntroductionThis document provides guidelines for creating Pella employer communications, including recruitment materials, internal presentations and events, social media posts, and team member communications. Our goal is to help you bring to life the unique spirit of the Pella Employer Brand while complementing the modern-design look and feel of the overall Pella brand. By following the rules and principles outlined here, we can all work to authentically express why Pella is such a great place to work, in a very Pella way.


PHOTOGRAPHY Introduction

For consumer-facing communications, we always strive to present Pella as a modern design brand. When we turn the focus of the brand to speak to prospective and current team members, we want to convey what its like to work and thrive here. With each photo you shoot for Employer Brand communications, aspire to create the feeling of real people in real moments, and evoke a naturally beautiful snapshot. Think clean, not cluttered; natural, not forced; warm and authentic, not untouchable.


PHOTOGRAPHY Requirements

TEAM MEMBERSIts preferable to use actual Pella employees when depicting team members, but if stock photography or hired talent must be used, strive to achieve an authentic reflection of Pella people.

MOOD AND FEELING We want to convey positivity through our team member portraits. Aim for upbeat, happy expressions, but avoid anything that feels too acted or overly joyous or celebratory. Spend time trying a few settings and scenarios with the team member you are photographing, and use the best expression that comes naturally to each person.

NAME BADGES For the purposes of photography, we do not require our people to wear a name badge.

INTELLECTUAL PROPERTY Please be careful not to showcase, in whole or in part, any proprietary technology, machinery, or process.

BACKGROUND Although the background in many of our portraits will be abstracted or blurred to some extent, try to use a variety of flattering backdrops that provide some color. Avoid stark, entirely white backgrounds. Also, avoid awkward tangents or l

brand guidelines - pellacontent.pella.com/cs/groups/public/documents/document/mhat/mdqw/...pella /...

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