Accessibility
We want all our users to have the best possible experience. This section explains how we can make all our content accesible to everyone, no…
Read moreConsistent, clear, on-brand content is vital for building trust in Brooke, understanding of the issues and support for our mission.
This guide is for everyone creating or contributing to Brooke content in any of its forms. It describes how we communicate our ideas simply and accurately, express our brand clearly and consistently, and connect with our audience in a positive way.
Acronyms and abbreviations
If you can, try to avoid using acronyms and abbreviations. If you must use them, remember to always spell it out on first mention and…
Read moreAudience
The majority of Brooke’s audiences are supporters and donors. We conducted research in 2022 to learn more about them, and you can read about them…
Read moreBevel
The Brooke bevel appears in most of our media and brings depth and dynamism to our brand. The bevel can be used in imagery and…
Read moreBold, italics and underlining
Applying emphasis with formatting can make content difficult to read, so we: If you need to emphasise something, consider rewording it rather than applying formatting.
Read moreBrand values
We operate under a set of values (also referred to as competencies). These set the standard for how we work, communicate and collaborate as an…
Read moreBranded apparel
All Brooke branded clothing, bags and other accessories should be signed off by the Brand Marketing and Communications team before going to print. Please use…
Read moreButtons
Not all website buttons and calls-to-action are created equal. While there are no absolutes when it comes to buttons, there are best practices that help…
Read moreCapitalisation
We minimise capitalisation to improve readability and come across as approachable and friendly. Capitalisation in Brooke content is limited to proper nouns and titles. Working…
Read moreColours
Print and online media Brooke’s colour palette is used for both print and online media. We use the Brooke orange (Oregon) because it’s recognisably Brooke;…
Read moreContractions
Contractions are perfectly acceptable – encouraged even – in certain situations. They can make things easier to read and make our content more human and…
Read moreCore content strategy
Our core content strategy statement describes why we create content at Brooke. It's our guiding light, our north star. The annotations provide context and extra…
Read moreDates
Brooke style is to drop the ordinal indicator (‘th’, ‘rd’ and ‘st’) and any abbreviations. If possible and appropriate, include the day and the year.
Read moreEssentials
We want writing for Brooke to be as straightforward as possible for everyone in the organisation. This section includes some of the most important things…
Read moreFoundations
These foundations guide our content efforts. This guidance helps us ensure that all our content is contributing to our mission and that we work on…
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