Brand Guidelines.
The complete system — how Finesse Social looks, sounds, and shows up. One source of truth for every piece of content.
The complete system — how Finesse Social looks, sounds, and shows up. One source of truth for every piece of content.
Finesse Social is a content-led social media performance agency. We make short-form content that turns attention into customers for Australian trades and home-service businesses.
A qualified sparky who grew a personal account to 1.6M followers organically — $0 ad spend, a saturated niche, no head start. We've actually done the thing we sell.
Australian trades and home services — electrical, solar, construction, plumbing. Owners who are open to growth and good to work with. Hospitality second.
Content that looks good and does a job. Attention that turns into leads. No vanity metrics — outcomes.
Blunt. Real. Blue-collar. Approachable. Trustworthy. We talk like a tradie, not a marketing agency — no fluff, no jargon, no corporate hedging. Confident because we've done the work, not because we say so.
Two assets, one identity. The wordmark for room, the monogram for tight spaces. The dot is part of the brand — it never comes off.
The default. Use it wherever there's room — website, headers, decks, email signatures, document covers.
For tight or square spaces — profile pictures, favicons, app icons, social avatars, watermarks.
Keep clear space around the logo at least equal to the height of the dot. Nothing crowds it — type, edges, or other graphics.
Wordmark: 120px wide on screen, 25mm in print. Monogram: 32px / 10mm. Below that, legibility breaks.
The full stop is a statement — finished, confident, done. It lives in both marks. Never remove it, never restyle it.
Orange is the primary — on white and light backgrounds. Black/mono for one-colour print or when orange can't be used. White/reversed for dark photos or dark panels.
Only the orange artwork exists today. Export proper black and white versions of both marks — don't rely on CSS filters for production assets.
Light base, one warm punch. Orange is the signature — but it's a punch, not a paint bucket. If it stops feeling special, you've used too much.
White dominates. Black does the reading. Orange is the punch — one accent per layout, not a wash.
Accessibility: black on white is AAA. Orange on white passes for large text and UI elements, but not for small body copy — never set paragraph text in orange.
One family does everything: Archivo. Bold, geometric, modern. Archivo Narrow steps in for tight, condensed labels.
800 for big statements. 700 for headings. 500 for emphasis and labels. 400 for body. Skip the in-betweens.
For eyebrows, data labels, table headers and tight UI — anywhere width is short. Not for body copy.
The logo is a soft handcrafted script — the human signature. Archivo is the structured workhorse. Don't echo the script anywhere else; the contrast is the system.
Set type big and confident. Lead with whitespace. If a layout feels cramped, the fix is almost always less — fewer words, bigger type, more air.
One rule, no exceptions: real over polished. If it looks like stock, it's wrong.
Actual tradespeople. Real worksites, real tools, real jobs — solar panels going on a roof, a sparky in a van, hands on a switchboard. Honest Australian work environments. Natural daylight, on-site. It should look like a real day on the job, not a photoshoot.
Glossy stock photography. Model-looking "tradies". Staged corporate offices. Fake smiles and handshake clichés. Dark, moody studio shots. Heavy filters. If it feels like an ad agency made it up, bin it.
Minimal. Light, true-to-life colour. No heavy grading. If any grade is applied, keep it natural and slightly warm.
Room to breathe. Subject clear. Leave clean negative space so headline text can sit on the image without a fight.
AI-generated imagery follows the exact same rules. The test never changes: if it looks like stock, it's off-brand. Section 09 has the prompt scaffolding to keep it honest.
Finesse is built on confidence and air. A handful of devices, used with restraint.
The full stop from the logo, used as a brand device — a period on a bold statement, a bullet, a small accent. Always orange, always sparing. It signals: said, done, confident.
Oversized type. Generous whitespace. Alternating white and light-grey bands for rhythm. Content in clean cards with hairline borders. Eyebrows — small uppercase tracked labels — above headings.
The principle: confident and minimal, with a lot of air — big type does the work. Hairline dividers in light grey. If a layout feels busy, cut something. This page is built to the same rules — it's the brand showing its own work.
Finesse sounds like a tradie who's good at marketing. Blunt. Real. Direct. Zero fluff. We say it straight — short sentences, plain words, no hedging, no hype.
"We make content that gets you leads. That's it."
"We're excited to leverage cutting-edge content strategies to elevate your brand presence!"
"If you're not posting video, you're invisible. Simple."
"In today's competitive digital landscape, video is more important than ever."
Confident, a bit cheeky, never arrogant. We've done the work — so we don't need to oversell it. We talk like we've been on the tools, because we have.
Natural and fine in creator content where it lands honestly. Dialled back for B2B and client-facing comms — confident, not crude. Read the room.
The test: if you wouldn't say it out loud on a job site, don't write it.
The recurring formats for Finesse Social's own channels. Every one: white or light-grey base, Archivo, big type, orange used once as the punch, room to breathe.
One real number, huge. "1,605 leads across 8 cities." Let the result do the talking — minimal everything else.
A punchy opinion in big bold text. Lots of whitespace. Orange dot on the final word. Contrarian, confident.
One clear lesson. Title plus three short points. Clean and scannable — no clutter.
The story arc or a before/after. Real client, real numbers, real outcome. Proof, not promises.
A bold hook line over a real photo, with a clear CTA. The kind of still we make for clients — on our own brand.
On a shoot, on a job, the origin story. Honest and unpolished — the human side of the agency.
How to bulk-make on-brand content with AI image tools (Nano Banana / Gemini and similar). Keep the style string constant across a batch and the whole set stays consistent.
Clean modern brand design, light background — white or light grey (#eeeeee), one warm orange accent colour (#ec6533) used sparingly as a single punch, bold geometric sans-serif typography (Archivo style), generous whitespace, confident minimal Nike-style layout, large bold headline text. Australian trades and home-services context. Authentic and honest — never glossy, never stock-photo, never corporate-staged.
glossy stock photography, model-looking people, staged corporate office, fake smiles, handshake clichés, dark mode, dark background, cluttered layout, rainbow colours, multiple bright colours, gradients everywhere, drop shadows, neon, 3D render, watermark, lens flare
A bold social media graphic on a clean white background. One huge headline number in bold geometric sans-serif: "[1,605 LEADS]" — with the key word "[LEADS]" in warm orange #ec6533, the rest in near-black. A small grey supporting line below: "[across 8 cities · best CPL $14.07]". Massive whitespace, minimal, confident, left-aligned. Clean modern brand design, one warm orange accent (#ec6533) used sparingly, bold geometric sans-serif typography, Nike-style minimal layout. Authentic, not glossy, not stock.
A minimal social media quote card, plain white background. Large bold near-black sans-serif statement text, left-aligned: "[your hot take here]". A single small orange dot (#ec6533) after the final word. Lots of whitespace around the text, confident and punchy. Bold geometric sans-serif typography, Nike-style minimal layout, one orange accent only. Authentic, not glossy, not stock.
A clean educational social card on a light grey (#eeeeee) background. Bold near-black sans-serif title at top: "[title]". Below it, three short points, each with a small orange marker (#ec6533). Scannable, minimal, generous spacing. Bold geometric sans-serif typography, Nike-style layout, one orange accent used sparingly. Authentic, not glossy, not stock.
A scroll-stopping ad still. A real, authentic photo of [an Australian electrician installing solar panels on a suburban rooftop], natural daylight, documentary style, honest and unposed. Bold white sans-serif headline text overlaid with clean space around it: "[hook line]". Composition leaves room for the text. Authentic Australian trades context — never glossy, never stock-photo, never staged.
[An Australian tradesperson on a real worksite — describe the scene, e.g. a sparky wiring a switchboard], natural daylight, authentic documentary photography, honest and unpolished, real work environment, not stock, not staged. Leave clean negative space in the frame for text overlay.
Instagram feed — 4:5 (1080×1350). Reels / TikTok / Stories — 9:16 (1080×1920). Square — 1:1 (1080×1080). Carousels — 4:5.
Generate, then refine conversationally — "smaller orange", "more whitespace", "swap the headline". Keep the master style string identical across a batch so every piece matches.
The whole system, condensed. When in doubt, check here.