In use

    How the voice and the visuals work in the pieces we ship, format by format.

    On this page
    LinkedIn postExample. 1200 × 627The still bloom, the wordmark and one supporting line. The line is from Supporting Lines, word for word.

    Format playbooks

    One playbook per format: the job the piece does, its structure and the rules it adds. Every rule in the voice guide applies on top.

    Formats: Website and landing pages

    Website and landing pages

    Tell a visitor what we do, for whom, and why to believe it, in the time they give a page.

    Structure

    1. Headline: what we do or the problem we solve, in plain words.
    2. One supporting sentence with the specific: the proof, the number, or the client.
    3. Sections, each opening with a claim and following with its proof.
    4. One call to action per section, inviting a conversation about the reader's problem.

    Rules

    • Practice areas use their exact names and pairings: "Plan (Commerce Strategy)". Products get a one-line definition the first time they appear.
    • Every claim on the page needs a proof on the page: a result, a client, or a specific capability.
    • Headings in sentence case. No stacked adjectives in headlines.
    • Calls to action name the next step: "Start a conversation", "Talk to our team".
    Before anything gets designed or built, we make sure it is worth building.
    Getting customers is hard. Keeping them is harder.
    Your team has the ambition. The tools exist. The gap is the architecture, the governance, and the operational knowledge connecting ambition to results. Aura closes the gap.

    Model. Service copy and product copy in the examples file, Part 1.

    Case studies

    Show a specific client, a real problem, what we did, and a result we can prove.

    Structure

    1. Title: the client and the outcome in plain words.
    2. The client: who they are and what makes their business hard, in one paragraph.
    3. The problem: the constraint that made it urgent, such as a deadline, a platform end of life, or a scale.
    4. What we did: the decisions we made and why, not a feature list. If the brief gives no reasons, ask for them before drafting.
    5. The result: numbers with a source, and what changed for the client's team or customers.
    6. The client's words: the approved quote. Leave it out only when there is none.
    7. Tags: practice areas and technology partners.

    Rules

    • Lead with the client's problem and the client's result. "We" describes the work, and the client owns the outcome.
    • Results come from the client or from measured data. Never estimate a result.
    • No "seamless extension", "proves", "elite", or "record time". State the time.

    Title. Pampered Chef moves to Bloomreach in 90 days, in the middle of Q4

    The result. Pampered Chef launched on Bloomreach in 90 days, met the Q4 deadline, and kept holiday revenue running. Customer lifecycle journeys that had been abandoned on the old platform are running again.

    Model. The examples file, Part 3. Its opposite: the Pampered Chef rewrites in Part 2.

    Insights articles

    Share a point of view earned from our own work, so the reader leaves knowing something they did not.

    Structure

    1. The position in the first two paragraphs.
    2. The evidence: what we built, tried, or measured, with specifics.
    3. The tradeoffs, including what did not work.
    4. A recommendation the reader can act on. No summary paragraph.

    Rules

    • A bylined article is the author's voice, so first person is fine. The naming, claims, and hard rules still apply.
    • One idea per article. A second idea is a second article.
    • Admit reversals and costs. They are why readers trust the rest.
    • Questions only where the reader would ask them.
    We're a consulting business, not a product company. That matters.
    Building internally, when you're not a product company, is a form of R&D. The output is the knowledge.
    Today, should you build your own AI platform? In late 2024, building made sense for us. As we approach mid-2026, I think the answer is no.

    Model. The thought leadership passages in the examples file, Part 1.

    LinkedIn company posts

    Get one idea in front of clients, prospects, and future teammates, from the company page.

    Structure

    1. First line: the point. The first two lines are all most people see before "see more".
    2. Two to four short paragraphs of proof or story.
    3. One link or one call to action, not both.

    Rules

    • Keep formatting to line breaks.
    • Celebrate teammates and clients, not ourselves. "The IM Digital team is proud" beats "IM Digital is proud".
    • Target: under 150 words.
    The market is flooded with output. What's scarce is the judgment to know what's worth building, the taste to know when it's right, and the discipline to stay accountable to results.
    One team. Every capability. No handoffs.
    LinkedIn postExample. 1200 × 627

    Model. The positioning lines in the examples file, Part 1, show the register.

    Email campaigns

    Earn one click from a reader who did not ask for this email.

    Structure

    1. Subject line: specific and plain. What the reader gets.
    2. Preview text: the second half of the subject line, not a repeat of it.
    3. Body: one idea in three to five short paragraphs.
    4. One call to action.

    Rules

    • No all-caps words and no urgency lines such as "Don't miss out".
    • No markdown or asterisks. Formatting comes from the email tool.
    • Send as IM Digital or as a named teammate. Match the voice to the sender.
    • Target: under 150 words in the body.
    Tell us about the problem you are solving, and we will show you what we have built for it.

    Model. The calls to action in the examples file, Part 1.

    One-pagers

    Leave behind the case for one service, product, or offer on a single page.

    Structure

    1. Headline: the problem we solve, for whom.
    2. What it is: two or three sentences.
    3. How it works: three to five steps or components.
    4. Proof: one to three specific results.
    5. How to start: the next step and who to contact.

    Rules

    • It fits on one page. If it does not, cut, never shrink the type.
    • Products and services use their exact names.
    • Never publish TotalCare rates or hourly rates. Any other price needs the offer owner's approval.
    Your team has the ambition. The tools exist. The gap is the architecture, the governance, and the operational knowledge connecting ambition to results. Aura closes the gap.
    Proven across 80+ internal agents and 18 months of continuous production use.

    Model. The Aura passages in the examples file, Part 1.

    Job descriptions

    Attract a strong candidate and tell them honestly what the work is.

    Structure

    1. The role in two sentences: what this person owns and who they work with.
    2. What you will do: four to six specific responsibilities.
    3. What you bring: the skills that matter, separated from the ones that are a plus.
    4. How we work: the practice area, TotalCare, and the kind of clients.
    5. Logistics: location, travel, and how to apply.

    Rules

    • The recruitment tone from the guide: collaborative problem solving and technical excellence, never aggression.
    • No "rockstar", "ninja", "crush it", "fast-paced", or "wear many hats".
    • "Teammate", never "coworker" or "colleague".

    Model. The recruitment example in the brand voice guide, Voice in Action.

    Press releases

    Announce news in a form a journalist or partner can use without rewriting it.

    Structure

    1. Headline: the news, with IM Digital as the subject.
    2. Dateline and first paragraph: who, what, when, and why it matters, in two or three sentences.
    3. A quote from a named IM Digital leader.
    4. A quote from the client or partner.
    5. Detail paragraph: the specifics behind the news.
    6. Boilerplate: the "Who we are" and "What we do" lines from the guide, verbatim.
    7. Media contact.

    Rules

    • Award and partner titles exactly as awarded, with the year.
    • Quotes sound like the person, not like the release.
    • No claims beyond the news itself.

    Model. The boilerplate in the brand voice guide, Messaging Toolkit.

    Models

    Real lines from imdigital.com, rewrites of the ones that miss, and one model case study. The playbooks point here.

    Part 1Lines from the site, and what to take from each

    Service copy

    Before anything gets designed or built, we make sure it is worth building.

    Plan (Commerce Strategy), services page. States the value by naming the waste it prevents. No adjectives. Bold without a single boast.

    Getting customers is hard. Keeping them is harder.

    Grow (Growth Marketing). Names the reader's real problem in seven words before offering anything. The two-beat aphorism is the site's. In new copy, name the specific problem instead.

    Great commerce experiences are felt before they are understood.

    Create (Experience Design). One idea, stated plainly, that a design lead would agree with. The aphorism form is the site's. In new copy, show the experience instead.

    The brands that win are the ones that know why they are winning.

    Measure (Data and Analytics). Frames data as the cause of winning, which is the guide's instruction: data is the prerequisite for success. The aphorism form is the site's. In new copy, say what the data showed.

    Positioning

    The market is flooded with output. What's scarce is the judgment to know what's worth building, the taste to know when it's right, and the discipline to stay accountable to results.

    Approved brand line. About page. This is the brand's point of view. Use it verbatim when a piece needs it. Never paraphrase it into a weaker version.

    Our clients come for the expertise. They stay because we listen, adapt, and deliver value that compounds over time.

    Identity statement. Homepage. The second half of the Proposition, verbatim. Use the full Proposition from the guide's Brand Identity, never this half on its own. The client is the subject of both sentences.

    One team. Every capability. No handoffs.

    Approved brand line. TotalCare. Short fragments work here because it is a tagline. The same pattern in body copy reads as manufactured drama.

    Story

    We started in 2010 as specialists. One platform. One discipline. Commerce engineering at a time when most brands were still figuring out what selling online even meant.

    About page. A company story told with a date and a specific starting point, not a mission statement. Borrow the date and the starting point. The run of fragments is the site's, so write new copy in sentences.

    Product copy

    Your team has the ambition. The tools exist. The gap is the architecture, the governance, and the operational knowledge connecting ambition to results. Aura closes the gap.

    Aura page. Names the reader's gap precisely, then the product. Borrow the precise gap. Avoid the fragments and "closes the gap" in new copy.

    Proven across 80+ internal agents and 18 months of continuous production use.

    Aura page. Proof as numbers we can stand behind, because they describe our own use. "18 months" was true on 2026-09-24. A duration goes stale, so check it before reuse.

    Agents work inside your toolchain, not beside it.

    Aura page. A contrast that carries real information: where the agents run. This is the allowed kind of "not" sentence.

    When the right tool doesn't exist, we build it.

    Solutions section. The whole product strategy in one line, in words anyone says out loud.

    Thought leadership

    From the insights post "We built our own AI platform in 2024. Here's what we learned, and why we're now reconsidering."

    We're a consulting business, not a product company. That matters.

    Building internally, when you're not a product company, is a form of R&D. The output is the knowledge.

    Today, should you build your own AI platform? In late 2024, building made sense for us. As we approach mid-2026, I think the answer is no.

    Pick a platform, put your focus into what agents can do for your organization.

    A clear position, stated plainly, from someone who did the work. It admits a reversal. It ends with a recommendation instead of a summary. The question is one readers ask on their own, so it earns its place.

    Calls to action

    Tell us about the problem you are solving, and we will show you what we have built for it.

    Services and product pages. Invites a conversation about the reader's problem, not a demo of ours.

    Part 2Rewrites

    Each "before" is on the site today. Each "after" uses only facts from the same page.

    BeforeAfterWhat changed
    Streamlines their composable tech stack and Optimizes marketing automation in Record TimeMoved Pampered Chef to Bloomreach in 90 days, in the middle of Q4Vague verbs and title case out. The fact from the case study in.
    The challenge? They had exactly 90 days to complete this massive migration, and it had to be done right in the middle of Q4, the busiest shopping season of the year.They had 90 days to finish the migration, and the window fell in the middle of Q4, the busiest season of the year.No rhetorical setup. "Massive" adds nothing the numbers don't.
    The Solution: Agile Execution Meets Elite Technical ExcellenceWhat we didA heading names the section. It does not praise us.
    our cross-functional Retention Marketing team worked as a seamless extension of the Pampered Chef team, ensuring data integrity and mitigating risk during the high-stakes Q4 window.Our retention marketing team worked as part of the Pampered Chef team through the Q4 window and kept customer data intact through the cutover."Seamless" is banned. The -ing tail becomes a plain claim.
    Pampered Chef's migration proves a focused partnership can modernize complex enterprise architectures rapidly and securely.Pampered Chef launched on Bloomreach in 90 days, met the Q4 deadline, and kept holiday revenue running.A generic conclusion becomes the result.
    Not just engineering, but the strategy behind it. The creative direction to match it. The data to prove it worked.They wanted the strategy behind the engineering, the creative direction to match it, and the data to prove it worked.The guide bans "not just X, but Y".
    Remerchandising the Material Bank site used to take hours — now, it's been streamlined and optimized into a matter of clicks.Remerchandising the site used to take hours. Now it takes a few clicks.No em dash. "Streamlined and optimized" says nothing the clicks don't.
    15 Years in commerceIn commerce since 2010IM Digital was founded in 2010. A year count goes stale. A founding year does not.
    Part 3A model case study

    One illustration of the case study structure in the formats file, from a single engagement. Its title shape, its 90-day frame, and its paragraph lengths come from this client's facts. A new case study leads with its own strongest fact and takes its own shape. Built only from facts on the published Pampered Chef case study and work page. Nothing added. Figures and durations, such as "more than 40 years", are as published on 2026-09-24. Check them before reuse.

    Title. Pampered Chef moves to Bloomreach in 90 days, in the middle of Q4

    The client. For more than 40 years, Pampered Chef has brought people together around the dinner table. It sells directly to customers and through a large network of independent consultants who host virtual and in-person cooking parties.

    The problem. Their Salesforce Marketing Cloud environment was reaching end of life. They needed a marketer-friendly platform with behavioral segmentation, live before the old system shut down. The only window fell in Q4.

    What we did. We moved them to Bloomreach and built one data architecture that serves direct customers and the consultant network. We rebuilt more than 120 email templates for dynamic rendering and mapped more than 50 automated programs across two regions.

    The result. Pampered Chef launched on Bloomreach in 90 days, met the Q4 deadline, and kept holiday revenue running. Customer lifecycle journeys that had been abandoned on the old platform are running again.

    Client quote. The published work page carries one, from Pampered Chef's Director of Software Engineering:

    Our migration to Bloomreach is one of the best partnerships I've ever experienced. IM Digital went out of their way to understand our needs and collaborate on new solutions, unlocked by Bloomreach's powerful platform. Their dedication and flexibility was off the charts positive.

    Confirm the client is happy for it to be reused before it goes into a new piece. Quote it word for word, including words our guide bans. A client's words are theirs, not ours to edit.

    Services: Plan (Commerce Strategy), Build (Commerce Engineering), Grow (Growth Marketing). Technology partner: Bloomreach.

    Messaging toolkit

    The boilerplate, the approved brand lines, the service framework and the tagline. Approved lines are used word for word.

    Who We Are (Boilerplate)

    We are strategists, engineers, creatives, and technologists united by a belief that the hardest commerce problems require every discipline at the table.

    What We Do (Boilerplate)

    We partner with ambitious brands, integrate with their teams, and bring the creative vision, commerce strategy, technology, and AI capability they need to reach their goals.

    Approved Brand Lines

    Use these word for word. Never paraphrase them. They are exempt from the rules on metaphors, triads, and short fragments, and their phrasing is not a template for new copy.

    The Point of View (Brand Identity above).The tagline, "Return on Imagination.", and its animated version below.The Who We Are and What We Do boilerplate above.The supporting lines below.

    One team. Every capability. No handoffs.

    TotalCare

    Service Framework

    IM Digital operates across six practice areas. Use the pillar names and descriptions consistently in all communications. Do not rename, reorder, or abbreviate them.

    Plan (Commerce Strategy)
    Commerce roadmapping, problem framing, strategic technical advisory, platform evaluation, technical feasibility, site health audits, revenue optimization analysis, trend analysis.
    Create (Experience Design)
    Discovery, research, strategy, workshop ideation, navigation and IA, creative exploration, design execution.
    Build (Commerce Engineering)
    Platform migrations, Shopify (B2C and B2B), Adobe Commerce, headless/composable, native mobile, systems integration, cloud infrastructure, data architecture and engineering, accessibility, performance and QA.
    Grow (Growth Marketing)
    SEO audit and ongoing optimization, conversion rate optimization, A/B testing, marketing automation, loyalty program strategy and implementation, lifecycle strategy, omni-channel, growth consulting.
    Measure (Data and Analytics)
    Analytics architecture and tracking, dashboards, BI reporting, CDP strategy, CRM integration, data warehouse, data governance, personalization strategy.
    Augment (Intelligence Systems)
    AI readiness assessment, AI consulting, workflow automation, personalization engines, custom agents, agent operating systems, AI governance and risk management, AI adoption and change management, AI enablement.

    These lists describe what each practice can do. A particular engagement's services come from its agreed scope.

    TotalCare

    TotalCare is a partnership model. In copy, lead with the partnership and what it delivers, not the contract type the client signs. It can include platform management, continuous conversion-rate optimization, ongoing SEO, and evolution roadmaps. Describe a particular engagement from its agreed scope.

    Commerce Solutions

    IM Digital has built proprietary solutions that live alongside the six practice areas. Reference these by name when relevant: Command Center, Elevate, Prospect, Relay, Aura.

    Tagline

    Return on Imagination.

    Usage rules: 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." In a designed layout, "Imagination" may be set in italics. In text, write it plain.

    Supporting Lines

    Strategy first, execution accelerated.

    Defining what comes next in commerce.

    We advise, we build, we run it, and we're accountable.

    Big enough to deliver, small enough to care.

    Social media

    Posts carry the brand into everyday feeds. The words follow the LinkedIn playbook above. The visuals are built from the Design System surfaces, and each one downloads as a PNG at full size.

    Square postExample. 1080 × 1080A photograph with a glass caption card and the mark.
    Portrait postExample. 1080 × 1350
    Carousel slideExample. 1080 × 1350

    The lines are from Supporting Lines and Animated / Carousel Version, word for word.

    Do

    • Use the Design System colors: teal black, air white and the greys.
    • Set big type light and small labels medium, as the type scale does.
    • Give each post one idea and plenty of room.
    • Place the logo from the downloads, at the same corner on every post.

    Don't

    • Add colors, gradients or fonts from outside the Design System.
    • Set Fraunces in italics or use it for anything but romantic content.
    • Use low resolution or stock imagery.

    Never use hashtags in company copy outside social media: web pages, email, documents, press. A social media post may use hashtags if the writer wants them.

    Never use emoji in company copy, except in social media posts.

    See the hard rules on the writing page.

    Downloads

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