The precedent
Brand design solved this years ago.
Your visual brand already runs on a system. Your language never got the same attention. It's still guided by out-of-date documents, while AI writes more of your brand every day. It's time it had a system of its own.
Your visual brand · how it looks
In one systemA design system
One structure for how your brand looks, across every team, market and tool.
- LogoPrimary · mono · clear space
- ColourCore palette · tints
- AaAaTypographyDisplay · text
- RulesSpacing · layout · usage
- ComponentsButtons · cards · forms
- AssetsIcons · imagery · motion
Your brand's language · how it sounds
In piecesDocuments and people
Guidance written for people to interpret, spread across files, folders and inboxes.
- Tone of voicePDF · 2019
- Editorial guidelinesWord document
- Brand guidelines, pp. 41–44A few pages on language
- Your senior writerKnows it by heart
- Your AI toolsWorking from a pasted summary
- Content typesNot defined
- GovernanceNot defined
Brand language. Designed.
The next form of brand guidance.
Every part of your brand's language, designed in full, with annotated live examples, and connected to where your team creates.
The depth is what makes it work. Arcroyd is only as good as the system it runs on. Yours is designed in full, so every line Arcroyd writes draws on the whole brand.
- 01
Knowledge
What your brand means, what it stands for, and everything it knows about itself.
- 02
Expression
How that meaning is ordered and told, and how your voice flexes from one moment to the next.
- 03
Language
The words that are yours, and the conventions every line follows.
- 04
Governance
Who decides, and how meaning holds as your language scales.
- 05
Content Catalogue
Every content type you make, each shown through an annotated live example.
Searchable, interactive, and always the system Arcroyd runs on.
The Content Catalogue
Every content type, shown at its best.
Product pages, campaigns, articles, decks, video scripts – every format your brand produces gets its own page. Each is shown through a live, annotated example: how it's structured, how it should sound and what good looks like.
So anyone writing for your brand, from a new hire to an agency, can see what's expected before they start.
One environment
What your team reads is what Arcroyd writes.
Your Brand Language System and Arcroyd sit side by side at yourbrand.arcroyd.ai, behind one sign-in, each a click from the other.
Your team creates in Arcroyd and turns to the system whenever they want to understand the brand.
The examples a writer studies in the catalogue are the standard Arcroyd applies on every line.
Yours
Your brand's language. Owned by you.
Your Brand Language System is your brand's asset, held outside any tool. You can download it in full, as two volumes: the Brand Language System and the Content Catalogue. Brief your teams, partners and agencies from it, whatever tools they use.
We host the interactive system and run Arcroyd for you. What your language is stays yours.
How it comparesHow it's made
Made in four movements.
Your system is designed for you by our Brand Language Architects®, who have shaped how global brands speak since 2007.
- 01
Define
We set your brand's language down as a system: its meaning, voice, vocabulary, conventions and governance.
- 02
Design
We turn it into working logic: how language is created, reviewed and governed, and how every content type is structured.
- 03
Deploy
It goes live in one environment: your Brand Language System to read, and Arcroyd to create with.
- 04
Evolve
We keep it current as your brand, your markets and the technology move.
Your Brand Language System is designed in full in the Build. To see Arcroyd hold your brand first, start with the Pilot.