Brand Guidelines
Greatbrandsaregreatbecausetheyhavesomethingspecialtooffertheircustomers.Theyjustneedtheskillandtheknow-howtodeliverexperiencesthatcapture it.
Our
Mission
To use cutting-edge technology to reshape the future of commerce in partnership with leading brands.
Our
Vision
To set the standard for digital retail experiences, the first name brands turn to when they’re ready to make their mark.
Our
Position
We build the online experiences that empower today’s innovators to become tomorrow’s industry leaders. We do it by building lasting partnerships rooted in best-in-class technical capabilities and bold creative vision.
Our
Tagline
Return on Imagination.
Our
Point of View
Great brands are great because they have something special to offer their customers. They just need the skill and the know-how to deliver experiences that capture it.
Our
Proposition
We provide the right balance of domain expertise clients can count on with a collaborative approach that makes them an indispensable part of the process. We’re the only agency that puts the customer first in the same way our clients do, and the only agency that puts in the long-term support necessary to make sure the work is successful.
Greatness isn't accidental. It must be willed.
Rooted in a Van Gogh letter to his brother Theo (1882): it's a succession of little things brought together. From this, four values guide our daily work.
Trust the collaborative process
Seek feedback, involve clients and partners, prioritize transparency.
Maintain a standard of sophistication
Put extra effort into client-facing communications. Promise and deliver. No underpromising or overpromising.
Never settle for good enough
Iterate tirelessly. Pursue perfection endlessly. Respect work-life balance. Perfection means doing our best thinking, not pulling all-nighters.
Put quality first
Maintain the same high standard for every project regardless of size. Encourage experimentation even when it isn’t the easiest path.
Our logo mark tells the visual story of who we are. It combines the shapes of an I and an M with the soft waves of the ocean.
The logo mark should be used wherever we want to be recognized in a simple and elegant way.
Our logo mark should stand alone and while the type can also be placed on a page or layout, the two should never be placed together.
Logo Mark on Dark background
Logo Mark on Light background
Our logo type spells out the company name. It should be used as a standalone logo whenever we need to remind people what our company name is, and in situations where our mark is not enough to explain who we are.
Our logo type should stand alone and while the mark can also be placed on a page or layout, the two should never be placed together.
Logo Type on Dark background
Logo Type on Light background
Do not use the logo mark and logo type in any lockup or connected in any way.
Do use the logo mark and logo type in a page or layout together, as long as they are displayed separately and not connected.
Do not combine our logo with partner, vendor, and client logos.
Do show our partner and vendor collaborations by using appropriate symbols and ensuring clear space is adhered to.
"IM" serves as both our initials and a declaration of identity. This dual meaning powers our brand messaging framework.
Clear Space
Always maintain adequate clear space around the logo. The minimum clear space is equal to the height of the "i" in "im".
Minimum Size
The logo should never appear smaller than 80px wide for digital or 25mm for print to ensure legibility.
Usage
Use the light logo on dark backgrounds and the dark logo on light backgrounds. Never modify, rotate, or add effects to the logo.
The brand name is IM Digital. Always.
Pronounce the letters separately: "I-M Digital." Never "I Am Digital."
Always use the full name. Never shorten to just "IM."
Avoid referring to the brand as "IMD."
The I and M don’t stand for anything. Never write "I.M. Digital."
Always capitalize both letters: IM. Never "Im Digital."
Never refer to the brand as "Imagination Digital" or "Imagination Media."
Don’t capitalize the first letters of "Imagination" to allude to the brand name.
Primary Colors
Air
#F7F8F4
Deep Teal
#03171C
Background Gradients
Light Gradient
#F7F8F4 → #D9DDDC
Dark Gradient
#03171C → #000000
Greys
Primary Typeface
Inter
Display Medium — 40px / Light (350)
The most memorable experiences
Body — 18px / Regular (425)
A powerful and intelligent system is built in deliberate phases. This is our system of work — a clear framework and journey that moves from initial assessment to a proprietary system, built for your command.
Body / Links — 16px / Regular (400)
About Capabilities Work Solutions Partners
Detail / Label — 10px / Medium (500)
Return on imagination
Accent Typeface
Fraunces
Alternative Display Small — 24px / Light (325)
This is the purpose of our design practice: a thousand deliberate choices ending in absolute clarity.
Editorial Display — 36px / Light
Where the art of storytelling meets the science of commerce.
On Dark Background
The most memorable experiences feel discovered, not constructed.
Character Set
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 ! @ # $ % & * ( )
Type Tester
Icon Style
IM Digital icons follow a minimal, line-based style that mirrors the clean precision of our brand. Icons use a consistent 1.5px stroke weight, square line caps, and align to a 24px grid.
Stroke Weight
1.5px consistent stroke width across all icons.
Grid
24px base grid with 2px padding for optical alignment.
Style
Outline only. No fill. Rounded line caps and joins.
Photography
Direction
Our photography is modern, intentional, and editorial. Images should feel discovered, not staged. We favor natural lighting, authentic moments, and compositions that create visual tension through contrast and negative space.
Team headshots should be captured with natural light on a neutral background (Air or Deep Teal). Expression should be warm and approachable, reflecting our collaborative culture.
Lifestyle imagery should tell stories about commerce, culture, and human connection. Focus on authentic, candid moments that feel premium without being unapproachable.
IM Digital's voice is built on four pillars that work in concert. The voice is constant. The tone adapts to context.
Inventive
We’re excited about building things. We put our enthusiasm front-and-center and seek new ways to communicate ideas.
Sounds like
Unexpected designs or phrases (but not quirky or cute). Taking the time to communicate challenging ideas rather than glossing over them. Tackling difficult challenges with enthusiasm.
Does not sound
Boring, rote, or sterile.
Bold
We’re confident and willing to take big swings. We don’t mince words or avoid difficult topics.
Sounds like
Avoiding weasel words like "probably" or "possibly." Making ambitious promises we can back up. Showing confidence in our abilities and our teammates’ abilities.
Does not sound
Apologetic, cautious, or humble.
Refined
We hold ourselves to a high standard and we want the people we work with to see us that way.
Sounds like
Avoiding sarcasm or crude jokes. Minimizing emojis and abbreviations in external communications. Being formal and respectful without being stodgy.
Does not sound
Edgy, quirky, or casual.
Approachable
All the skill in the world won’t matter if we can’t convince people to come along for the ride. We’re friendly, open, and grateful to be here.
Sounds like
Avoiding buzzwords or complex acronyms. Writing in ways that real humans speak, conversational without being casual. Soliciting feedback and responses, and listening.
Does not sound
Arrogant, intimidating, or dismissive.
The four pillars are never isolated. They balance each other.
Refined + Approachable
Confident in our capabilities without superiority or arrogance.
Inventive + Bold
Paying attention to details without being bogged down by them. We’re tinkerers and builders, but we never miss the forest for the trees.
Bold + Refined
Direct, but tactful. We don’t mince words, but telling the truth doesn’t mean forgoing respect.
Approachable + Inventive
Taking big ideas and making them feel simple. We want to leave the audience smarter and more informed than when we met them.
Tone adapts.
Voice stays.
The voice is always the same. The tone adapts to audience, subject, and context.
Talking About AI
AI is central to IM Digital's value proposition. The company positions itself as AI-first, meaning AI is built into the architecture of how services are delivered, not bolted on as an afterthought.
Know what we’re talking about
Avoid empty buzzwords. Don’t use "AI-powered" unless something is. Be transparent about how AI is used in a given workflow.
AI as a tool for creatives
The value we offer, our creative, technical, and strategic thinking, isn’t something AI can replicate. AI amplifies human expertise.
Be specific, not vague
Instead of hand-waving about "leveraging AI," describe the workflows, integrations, and outcomes. Specificity is credibility.
AI-first vs AI-powered
AI-first means architectures built around AI from the ground up. AI-powered suggests AI was added to an existing process. We are AI-first.
AI Terminology to Use with Precision
Talking About Disruption
"Disruption" carries different connotations for different audiences. Innovation to some, recklessness to others, meaningless buzzword to still others. Consider what your audience's values are before using the word. Ask: Is this audience's goal to disrupt an industry? If so, IM Digital can help them do it.
Instead of
"Drive ROI and boost customer LTV by optimizing your digital footprint."
Try
"When customers love an experience, they’ll come back and do it again. Delivering a better digital experience is the first step towards becoming a brand customers care about."
Too by-the-numbers and corporate. Being approachable and refined means finding the balance of brain and heart.
Instead of
"We’re on the hunt for some real rockstar UX engineers ready to kick ass and take names."
Try
"Are you an ambitious, detail-oriented engineer who believes customers deserve better? If so, you might be a fit for our team at IM Digital."
Too aggressive. When attracting talent, show we value technical proficiency and collaboration.
Instead of
"We’re reinventing the future of e-commerce with unmatched technical genius."
Try
"We partner with bold, ambitious brands and give them every tool and insight they need to reimagine the shape of commerce."
We’re confident, but we’re always part of a team. Customers care about the companies we work with, not us.
The IM Digital voice is inspirational, innovative, and collaborative. It carries an aspirational and visionary personality that seeks to motivate and engage.
Vision
Uses future-oriented language to inspire and motivate.
Clarity
Employs straightforward language and structured messaging.
Innovation
Highlights cutting-edge ideas and creative solutions.
Collaboration
Emphasizes teamwork and partnership in achieving goals.
Use strong, affirmative language to convey confidence.
Structure content with clear headings and organized sections for easy navigation.
Employ future-focused language to inspire and motivate.
Highlight partnership and collaboration through inclusive language.
Use dynamic verbs and active voice to convey action and progress.
Balance technical terminology with accessible language.
Never use em dashes. Use commas, periods, or other standard punctuation to connect ideas.
Never use semicolons.
Never use markdown formatting or asterisks.
Never use hashtags.
Never use constructions like "not just this, but also this."
Never use metaphors or cliches.
Never use generalizations.
Never use common setup language in any sentence, including "in conclusion," "in closing," or similar.
Never include output warnings or notes. Deliver only what was requested.
Cut unnecessary adjectives and adverbs.
Do not use any of the following in IM Digital communications:
Everyone is part of IM Digital. Use "our team" rather than "my team," even if you're leading it. In brand voice, speak collectively as one unit. Use first-person plural "we" with "IM Digital." Avoid "they" or "it."
IM Digital is a company, not a person. IM Digital does things, but it doesn't feel things. For emotional expressions, use "the IM Digital team."
Correct
"IM Digital is more than capable of building a space rocket."
For Emotional Expressions
"The IM Digital team is excited about building a space rocket."
No cute nicknames. We are not IMers, Imagineers, or anything like that.
These apply to social media, blog posts, case studies, and public-facing content. Prioritize clarity and simplicity.
Who we are
A diverse, passionate team of engineers and creatives united by two beliefs: people deserve better customer experiences, and delivering those experiences is the best way for brands to thrive.
What we do
We partner with retail brands, integrate with their teams, and empower them with the resources and skills they need to achieve their goals.
Tagline
Return on Imagination.
Not a full sentence, so avoid using it on its own. It can appear in a lock-up paired with logo or wordmark.
Use sparingly. Do not alter capitalization.
Prefer "IM Digital: Return on Imagination." over "Return on IMagination."
Where possible, italicize "Imagination" for emphasis.
Animated / Carousel Version
Return on Investment.
Return on Innovation.
Return on Imagination.
We are IM Digital.
Supporting Lines
These can be edited to suit grammar and style needs, unlike the tagline:
- Design. Develop. Disrupt.
- Reimagining commerce, one experience at a time.
- Innovate further. Iterate smarter. Imagine better.
- Shaping the future of commerce.
- Imagine something new.
When writing as IM Digital, ask:
Am I being specific rather than relying on buzzwords?
Am I confident without being arrogant?
Am I approachable? Would a real human say this?
Am I putting the client at the center, not ourselves?
Am I using the brand name correctly (IM Digital, always)?
Am I avoiding weasel words (probably, possibly, might)?
Am I avoiding corporate jargon (ROI, LTV, optimize, leverage)?
Does this sound inventive, or could any agency have written it?
Is my tone appropriate for this specific audience and context?
Am I being transparent about AI rather than using it as a vague selling point?
Have I checked against the banned words and phrases list?
Social
Presence
Our social media presence extends the IM Digital brand into everyday conversations. The voice remains inventive, bold, refined, and approachable. Content should feel editorial, informed, and confident. We lead with insight, not volume.
Quote or insight post template
Insight Post — Light
Case study or announcement template
Feature Post — Dark
Data point or statistic template
Data Post — Gradient
Do
Don't