The purpose of this guide

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Why does our brand matter?

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Our brand brings to life who we are, why we’re here, and what our personality is like – so audiences can get to know us fast, recognise us and build a relationship with us.

It comes into play whenever we appear, whether we’re publishing our own magazine, hosting an event, posting on social media, designing an office interior or creating a user-first consumer service. It helps us make an impact, keep everything of the highest quality, and stay consistent.

 

 

What does the Marketing & Creative team do?

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We’re guardians of FiveAI’s brand thinking. We evolve the brand strategically, to ensure it’s always driven by the right objectives, is true to who we are, and reflects the latest creative best practice across process, design, tone of voice and more.

We put that thinking into action, too, looking after our website, social channels, Medium blog, print publications, events and PR, as well as guiding our product’s look and feel.


What’s this guide for?

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We all represent the FiveAI brand and tell the FiveAI story: in conversation, when giving a talk, or when creating a presentation. After all, our brand is ‘ours’ – it belongs to us all.

With that in mind, we – the Marketing & Creative team – wanted to give everyone the information and tools to help you represent FiveAI in the best possible way, to boost our brand’s impact and save you time.

Our brand is always evolving, along with our business. So keep checking back to make sure you’re up to date.

 

Our brand in action, with tips

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Our story

Here’s what we say about ourselves. 


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Who we are

 
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This is how we introduce ourselves. This statement captures our shared purpose. It’s visionary, inclusive, and all about harnessing the potential of deep tech to make the world a better place.

We use it on our website, on our social media channels, and in our brand intro video.


This is a great way to start a presentation document, to introduce our mission to audiences who may not be familiar with it.

This is a great way to start a presentation document, to introduce our mission to audiences who may not be familiar with it.


 

 
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Why we’re here

 
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This delves deeper into our purpose. It’s inspiring and practical – it tells audiences what we’re up to, what we’ll deliver and the difference our service will make.

This usually follows on from our introductory purpose statement.


This is a good follow up to the mission statement, at the start of external presentation documents.

This is a good follow up to the mission statement, at the start of external presentation documents.


 

 
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What we talk about

When creating content, we focus on four core areas.

 
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Of course, some content blends two or more of these themes at once.


We source inspiring and insightful stories from across the business, in the form of interviews, features and bylined thought leadership pieces for our Medium blog, as well as print publications. Got a story to share? Email    marketing@five.ai   .

We source inspiring and insightful stories from across the business, in the form of interviews, features and bylined thought leadership pieces for our Medium blog, as well as print publications. Got a story to share? Email marketing@five.ai.


 
 
 
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How we express ourselves

Here’s how we bring our brand to life.

 
 
 

Our personality


 
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We’re inclusive and we welcome everyone.


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We’re visionary, with huge ambitions.


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We’re active – we get things done.


 
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We’re experts, leading the industry.


And we’re good humans.


 
 

Our personality drives everything we create as a brand. It guides how we speak (our tone of voice) and how we look and feel (our visual identity). It comes directly from the business, from watching our teams at work and listening to our people.


If you need to talk about or write on behalf of FiveAI, it can be useful to imagine the brand as a person. What would that person say? How would they write? How would they behave?

If you need to talk about or write on behalf of FiveAI, it can be useful to imagine the brand as a person. What would that person say? How would they write? How would they behave?


 

 
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How we speak

When writing for FiveAI, we make sure our language reflects our personality.

 
 

It flexes depending on who we’re speaking to and in what context, but it’s always conversational and emotive. Our aim is to create a dialogue with readers.


If you need to write for FiveAI regularly, we can talk you through our comprehensive tone of voice guide. Email    marketing@five.ai   .

If you need to write for FiveAI regularly, we can talk you through our comprehensive tone of voice guide. Email marketing@five.ai.


 

 

How we look and feel

Our design work reflects our personality too. It’s friendly, optimistic, vibrant, considered and always puts the user first.

 
 
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Guidance, tools and assets 

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 Are you…



Creating any presentation?
Get the branded template.

Creating an external presentation?
Get the branded template, with our brand intro upfront.

Looking for an up-to-date image or video?
Take a look at our asset bank.

Unsure how to answer questions about FiveAI?
Get the messaging guide.

Writing on behalf of FiveAI? Creating any design work? Hosting an event? Speaking to the press? Need something else? We’re here. Email marketing@five.ai

 Let’s help each other

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Say hello


We’re keen to meet with more teams across the business, to find ways we can learn from and help each other.

Want to talk about opportunities, or know more about our brand story, tone of voice or design guidelines? Got an idea, suggestion or story to share?

Find us on Slack, or email marketing@five.ai

 

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Mary-Ann Horgan
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Jimmy Cunnane
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jimmy.cunnane@five.ai