Brand usage

Overview

Our brand guidelines serve as a blueprint for maintaining a consistent and recognizable brand image across all platforms and materials. Here, you’ll find clear instructions and standards on elements like logo usage, typography, color palette, and tone of voice. By adhering to these guidelines, we ensure that everything we create remains cohesive and aligned with our core values, and reflects the essence of our brand accurately and consistently.

Verbal guidelines

Visual guidelines

Color
Typography
Logo
Photography
Gradients
Holding shapes
Icons
Charts

Before and after examples

Before and after examples
What it is.
Where to use it

One liner

Firstsource is driven by one thing: Making it happen for our clients, solving their biggest challenges.

Informal interactions:

  • a cocktail party
  • a conversation
  • social media descriptors

Sentence

Firstsource is driven by one thing: Making it happen for our clients, solving their biggest challenges. We are a specialized BPM partner with hyper-focused, domain-centered teams and cutting-edge tech, data and analytics. Our real-world practitioners work collaboratively to deliver future-focused outcomes.

Formal interactions:

  • a pitch
  • a white paper
  • an ”about us”

Doing what we say

Confident

Detail- and goal-oriented

Energizing

Confident, but always learning

Practical

Hyper-focused on achieving

Precise

We do…

  • Put numbers front and center: and usually first
  • Balance numbers with empathy – showing that we deliver on the hard goals and the human need
  • Include specific goals and outcomes 
  • Use clear, understandable language
  • We use fragments and break grammatical rules when it makes sense for punchy emphasis and style
  • Use headings that succinctly convey the main point, avoiding ambiguity. 
  • Use direct language that previews the purpose of content

    We do…

    • Offer easy-to-follow calls to action whenever possible
    •  
    • Use short, direct sentences to quicken the pace 
    •  
    • Utilize strong, active verbs to convey a sense of purpose
    •  
    • Pose interesting challenges or questions that bring the reader in
    •  
    • Tell stories in a way that builds momentum progressively, guiding readers through a logical sequence that propels them forward to our solution
    •  

      We do…

      • Ensure everything we say has a “So what?” to it 
      • Summarize key points and provide clear takeaways that readers can apply directly in their own situations
      • Incorporate insights. Directly connect them to our tactics and action
      • Break down complicated concepts into simple, understandable parts
      • Minimize technical terms
      • Give people the takeaway: fostering a sense of clear purpose and direction

      We do…

      • Say what we mean in as few words as possible
      • We use a consistent framework to tell client stories and case studies
      • Whenever possible, provide specific examples 
      • Trim down on modifiers that don’t add essential information
      • Identify and emphasize the most important details that directly contribute to our objectives
      • Tailor our writing to the specific needs and concerns of each audience–speaking directly to what is relevant and useful for them.

      We do not…

      • Focus only on numbers, and forget the human element of our work
      • Lead with multiple numbers 
      • Write with passive constructions
      • Use qualifiers and adjectives, if we can avoid it 
      • Start with a negative about what fails or doesn’t work that someone else did, instead of leading with our results
      • Use exclamation points 
      • Tell customers what they should do or best practices are, without sharing a result of how we’ve already made it happen

      We do not…

      • Use transition words, unless needed for clarity
      • Use a long word where a short one will do
      • Talk about what might occur if our customers don’t take action, vs focusing on what happens when they do
      • Use passive descriptors or ways in to describe something, vs focusing on results (ie “in this podcast, x talks about..” vs highlighting the takeaway of what they talked about)

      We do not…

      • Title case studies, stories or articles with generalized descriptors
      • Lead with lines of questioning without a clear, actionable purpose (ie “isn’t it amazing that?” or “have you thought about…?”)
      • Share insights or findings about the industry without a bottom line, results oriented takeaway

      We do not…

      • Make big claims or promises without dataC
      • Deviate from our shared storytelling mechanisms or formats in specific lines of business
      •  
      • Write several paragraphs of prose without numbers or a specific case study to illustrate
      •  
      • Make generalizations – i.e. “great,” “many,” “a bunch of…”
      •  
      • Share stats of activities vs outcomes
      •  
      Description.
      Guide rails

      Because we do what we say, we’re

      Confident

      We’re self-assured; without being sales-y, or aggressive. We speak in results – because we know we can deliver. We don’t ask clients to believe us. We show them why they should.

      We are…

      • Sure
      • Assertive

      But not…

      • Cocky
      • Aggrandizing

      Our goal orientation means conversations with us are

      Energizing

      Having a conversation with us, alone, should feel like forward motion. We ask ourselves: “did this interaction get a client or customer to feel one (or two!) steps closer to their goals?” We apply to all.

      We are…

      • Motivating
      • Passionate

      But not…

      • Hyper
      • Emotional

      Our mix of confidence and curiosity makes us

      Practical

      Every story, anecdote and case study we share aligns to a real result. If they don’t, we aren’t finished with them yet. Anything we say should serve the purpose of supporting a result. If its extra, or excessive? We cut it.

      We are…

      • Outcomes-obsessed
      • Pragmatic

      But not…

      • Cold
      • Dispassionate

      Our hyper focus on delivery means we are

      Precise

      Beyond talking about outcomes, we talk about outcomes that matter to specific markets, businesses and people’s lives. By over-indexing on the specific, meaningful and tailor made, we make outcomes personal.

      We are…

      • Detailed
      • Considered

      But not…

      • Elaborate
      • Deliberative
      Less like….
      More like…

      Doing what we say

      Confident

      Going beyond the targets with a culture of continuous improvement

      The results? 

      • 55% less average speed to answer
      • 98% average call quality
      • Anything but average

      Detail- and goal-oriented

      Energizing

      Expert advice and effective content moderation solutions

      By blending the very best talent and technology, we’ll help you mitigate risk, simplify compliance, streamline Trust and Safety operations, and build brand trust.

      Choose the right moderation to make trust happen.

      Strategic partners. Smarter technology. 
15-25% average costs savings. 0 compromise.

      Confident, but always learning

      Practical

      How AI can Steer a Stronger Future for Auto Finance

      Cut new customer loan origination times in half. Improve processing rates by 20-30%. 
Learn more ways to accelerate auto finance, powered by AI.

      Hyper-focused on achieving

      Precise

      Challenger bank reduces fraud response call times by 55%

      Better fraud response. 
Half the time.

      We make it happen.

      We make

      Solutions and strategies are nice to have. But our clients go beyond them to take real, measurable action, through the power of our tools and teams.

      it

      Our focus? The next “it” for our client. The next promise, successfully met. The next experience, created. The next outcome, delivered.

      happen

      Everything we say is tied to purposeful, bottom-line results for our clients – and the people they serve.

      Hyper-focused domain specialists

      The time, energy and passion of experts armed with the right data to think critically, deeply about your business.

      Real-world, practical collaboration

      A bias for doing, powered by smarter AI and ML. Quickly find insights. Test opportunities. Focus resources.

      Future-focused outcomes

      Clear understanding of where your business is growing next and problem solving to find what works even in the toughest moments.

      Role

      Centered on our team’s passion and expertise—prioritizing customers and building intimacy with their business

      Role

      Centered on our end-to-end approach—our ability to apply our knowledge of the category to optimize use of resources and drive to the right outcome

      Role

      Centered on our assured results—with us, you are certain to get to the goal

      Variations*

      • We brought [x] years experience in [industry] to …
      • Our teams analyzed more than [calls, conversations, type of data] to help
      • We processed [x amount] of their customer relationship data to understand where we could make the most impact

      Variations*

      • We brought [x] years experience in [industry] to …
      • Our teams analyzed more than [calls, conversations, type of data] to help
      • We processed [x amount] of their customer relationship data to understand where we could make the most impact

      Variations*

      • We worked with
      • We approach our collaboration with [client]
      • our teams worked with [x client] to…
      • Our collaboration with [x client] started with…

      *These are just thought starters – feel free to create your own!

      Overview

      Our brand guidelines serve as a blueprint for maintaining a consistent and recognizable brand image across all platforms and materials. Here, you’ll find clear instructions and standards on elements like logo usage, typography, color palette, and tone of voice. By adhering to these guidelines, we ensure that everything we create remains cohesive and aligned with our core values, and reflects the essence of our brand accurately and consistently.

      Verbal guidelines

      Visual guidelines

      Color
      Typography
      Logo
      Photography
      Gradients
      Holding shapes
      Icons
      Charts

      Before and after examples

      Before and after examples

      Overview

      Our brand guidelines serve as a blueprint for maintaining a consistent and recognizable brand image across all platforms and materials. Here, you’ll find clear instructions and standards on elements like logo usage, typography, color palette, and tone of voice. By adhering to these guidelines, we ensure that everything we create remains cohesive and aligned with our core values, and reflects the essence of our brand accurately and consistently.

      Verbal guidelines

      Visual guidelines

      Before and after examples

      Download eBook

      Download eBook

      Your content is downloading. Give it a moment.

      While you wait…

      Sign up for more content goodies below.

      Get latest know-how from CX and digital transformation leaders. In your inbox once a month.

      Eddie Monteiro

      Eddie is currently Chief Operating Officer at Educational Testing Service (ETS), where he sets and drives the transformation agenda across the company and has responsibility for all technology and operations functions in addition to the College Board, K-12, and teacher licensure businesses. He previously ran business and technology services at Pearson, where he built a global team to enable scalable delivery of enterprise functions. Prior to that, while at IBM, he held several executive leadership roles in the US, Mexico and Brazil across a diverse set of industries and clients.
      Geetha Krishnan

      Geetha Krishnan

      Geetha Krishnan consults with the Indian Institute for Human Settlements in Bangalore as Senior Advisor and Head of Digital Blended Learning, where he spearheads their online learning and continuing education portfolio. Over 25 years, Geetha has played senior roles in diverse sectors such as academia, online learning, and advertising. In his last role as Director – Centre for Executive Education at the Indian School of Business (ISB), Geetha was head of the profit center comprising more than 50 open enrollment and long duration programs and spearheaded ISB’s foray into online learning by enabling their partnership with Coursera.
      Susan Aldridge

      Susan Aldridge

      Dr. Aldridge is an Executive Higher Education Consultant to university presidents and ministers of education regarding business models and technology-enhanced education. She recently retired from Drexel University after serving six years as president of Drexel University Online overseeing more than 125 online programs. During her six-year tenure as President of University of Maryland Global Campus (UMGC), she doubled the university’s enrollment to 97,000 – to become the largest public American university. She also served as Vice Chancellor for Troy University’s Global Campus managing online programs and satellite campuses in 12 countries and 17 states.

      Alan Greenberg

      Alan Greenberg

      Previously Director Apple Education EMEA and APAC, Alan led the team that built Education Podcasting and iTunes U. He has worked on the development of Apple Education mobile strategy, iOS Education APPs, and developed the SEED CSR project in China, a collaboration between Apple, Foxconn, and Pearson. Executive Board of WideCells Group Plc, Group CBDO, and EVP & Founder of Wideacademy; his working contributions include multiple technology engagements providing domain expertise across digital, mobile, brand, scale-up, international business development, and venture capital.

      This form will put you in touch with our business development team. For all other functions, please click here.

      Ready to get in touch and grow your business?
      Tell us a little more so we can connect you with the right person
      Last step! Let us know which solutions you're most interested in
      Connect with us

      Download Now

      Simply fill out this form to download