Video guidelines

We don’t just convey information, we tell stories. Stories of people changing the world, building something from the ground up.

Content types

Videos should be in 1080 x 1920 aspect ratio - portrait - designed to be watched with phone in hand. Expect cropping at the video edges for full-screen display, so key content should remain within 70% of the central video area.

Aspect ratio

We hero short form content to enhance retention and engagement. All videos should range between 30 seconds to 5 minutes for maximum impact.

Video length

Every transition we use is intentional. We value simplicity so we avoid using transitions just for the sake of it. We stick to classic transitions like fades and slide-ins as this will help us reach our premium feel. Some other transition tips include:

Transitions

  • While variety can be engaging, maintaining a consistent style or set of transitions will lead to a more refined feel.

  • Prioritize transitions that are smooth and blend seamlessly between clips. Abrupt or jarring transitions can distract from the content.

  • Match transitions to that movement. For example, if a person is moving from left to right, use a slide transition in that direction.

  • Ensure transitions align well with the sound. A well-timed transition feels premium.

Fade in and out

We use fade ins and outs when we want to gracefully bridge clips. Fade invokes emotion and creates a cinematic feel.

Cross dissolve

Cross dissolves are ideal for illustrating the progression of time. Use this transitions to link moments across timelines.

Fast cuts energise the pace and quickly tell a story in a captivating way. These cuts can be great when we want to build momentum or when we are displaying sports related content.

Fast cuts

Slide in and out

This transition effectively shifts attention, best used when layering footage over text rather than over other footage.

Below serves as a guide in how we can standardise some common patterns we see across our content, ensuring a consistent aesthetic.

Structural guidelines

Quick engagement

Kick off videos with an immediate hook that holds attention, Don’t use title slides just jump straight into the action.

An impactful introduction

Introduce our primary subject with a captivating introduction, adding a personal touch by using their own signature.

Defining technical terms in our content is important to provide our members with understanding.

Define jargon

On occasion when we feel that a statement holds impact we can elaborate on it with animating it’s presence.

Callout important information

Address who people are

When we speak of someone in videos or there is a secondary guest we flash up their name and title on the screen for context.

Graphical elements can be used in video content in two ways. On a solid dark background or over video footage. For intricate graphics like charts, use a solid background to ensure they remain the focal point without being distracting. If you do overlay graphical elements on footage ensure the footage is minimal to avoid an overall cluttered appearance.

View more graphical elements in our branding guidelines.

Graphical elements

Within our content there will be moments we will showcase companies products which could include applications and user interfaces.

Apps & UI

To authentically represent the brands we talk about we integrate their logo within visuals/footage that echo their unique identity and vision. If video pace doesn’t allow to move away from a shot and display the logo with their brand we can incorporate their logo in white over our interviewee.

Use of logos

Subtitles should be implemented within the app interface not edited into the video. This will allow greater flexibility to move the subtitles when we have different content/ui.

Subtitles

Audio & sound

To enhance our videos storytelling we often use sound effects and audio. Please view the guidelines below to ensure a consistent usage.

  • Use sound effects sparingly and opt for authentic audio that matches the on-screen action—like the realistic bounce of a basketball.

    Avoid unnatural sound effects for elements like incoming text, as these detract from our content's refined feel.

  • If we need to incorporate voiceovers, prioritise high quality with clear, resonant voices that command attention and convey authority.

  • Background music should align with the contents mood and not overpower the primary audio such as dialogue or narration.

    Background music should match the video's feeling, with lively beats for exciting parts and softer tunes for serious or thoughtful sections.

    All background music should feel high quality and should not feel like stock audio. Stock audio often is repetitive, simplistic and may lack depth and complexity.