Content Style Guide
House rules for everything Series-X produces: client copy, LinkedIn posts, emails, videos, docs.
Non-negotiables
- British English everywhere (except client-specific overrides, e.g. Chris Thomas = US spelling).
- No em dashes. No double dashes either. Use a comma, colon or full stop. (An AI-tell; caught 4 Sep.)
- No exclamation marks in professional copy.
- Banned marketing words: unlock, empower, transformative, journey, seamless, revolutionary,
cutting-edge, leverage (as a verb), intelligent (as marketing), 10x, game-changer, passive income,
while you sleep.
- No "honest read" / "honestly" / "to be straight" framing. State the point directly.
- Address people by first name. One decisive recommendation, not option menus.
Tone of voice (AdvisorOS)
Confession-before-credential. Concrete scenes and numbers. Short sentences with hard stops.
Anti-sell by default. The goal of outreach is the meeting, not the sale.
Brand palettes
| Use |
Palette |
| Series-X corporate video |
Espresso bg (30,24,20), copper (169,106,74), muted gold (217,154,108), ivory (248,242,236), teal (47,109,102) highlights only |
| Fractional Founder Programme |
Navy #0A1628, panel #13233F, gold #C9A227 (FF-specific) |
| CRM / docs / dark UI |
Navy #0f172a bg, teal #2dd4bf accent, gold #d9a441 secondary |
| Setu Dental |
Setu blue #1a9cf0 (from the official logo), navy, DM Sans. Name is "Setu Dental", never "Setu" alone |
CSS vars: /root/seriesx-brand/brand-palette.css. Python constants: /root/seriesx-brand/palette.py.
Brand assets
Never regenerate, redraw or approximate a client logo. If the asset is missing, ask for it.
Client-supplied artwork is saved pristine under the project brand/ dir; transparency is derived
(white-to-alpha), never redrawn.
Channels
- LinkedIn (AdvisorPro clients): plain text posts only; articles keep markdown.
- Colin's personal LinkedIn (@colinhowes1): his own voice; never post without his explicit ask.
- Outbound drafts: signed Alex Mercer, alex@series-a.co.uk.
- Client-facing content: drafts for review first, never auto-publish. Content carries citations
and gates via the AdvisorPro workflow, never standalone.
- Currency: UK clients GBP + VAT; USD only for US clients.