The Guaranteed Quality Checklist provides real-time updates on client preferences and quality assurance checks. It allows teams to track adjustments, to ensure compliance with client specifications. Designers are required to reference each item on this list before submitting to team or QA. Failure to address preferences noted in this checklist can result in an error tag.
Primary Colors
Secondary colors
Tints
Tint 1
#2D9E7E
Tint 2
#85AF68
Tint 3
#83BCA7
Tint 4
#ABC694
Tint 5
#B6D6CA
Tint 6
#D3E0C5
Tint 7
#E0EEE8
Tint 8
#EBF2E5
Color Ratio
ADA Color Contrast Compliance
Primary typeface: Proxima Nova (All external use)
Secondary typeface: Calibri and Arial (Internal use only)
Make sure of the following within the footer:
Make sure to have footer text split between “Privacy Notice” and “Terms of Use”
Audience
Per their LinkedIn: “S&C Electric Company is a leading provider of switching, protection, and control solutions for electric power systems. Headquartered in Chicago, S&C is applying its heritage of innovation to address challenges facing the world’s power grids thus improving power reliability and delivery worldwide. The mission of S&C is to continually develop new solutions for electricity delivery, fostering the improved efficiency and reliability required for the energy transition.”
Their copy is geared towards electric and other utility companies, in the interest of improving grid reliability and safety and helping reduce their long-term operations and maintenance costs.
Character
In their copy, S&C is corporate, progressive, modern, serious, bold, exclusive, and professional. They’re a forward-thinking company that seeks to modernize antiquated systems that others are using, and it’s doing it in a benevolent way. They want to make the world a better place through their work. You can’t put a price on a brighter future for everyone, and that’s the energy they bring to their copy.
Emotion
When you read their copy, S&C wants you to feel productive, inspired, motivated, informed, capable, and relieved. Their work will reduce your costs, increase the safety of the utilities you manage, and better prepare you to continue your work long into the future. They’re giving you a sense of security in exchange for an investment that seems minor in the scheme of things.
Tone
In their copy, S&C is honest, direct, data-driven, concerned, confident, motivating, helpful, professional, and compassionate. They’re concerned about you and the future of the planet, but they’re also in a unique position to help do something about it. They know where you’re coming from as a utility company because they’ve been in business for decades. They’re experts in what you do, and they know how to improve it because they’ve done it. They’re the authority!
Language
S&C speaks from a team perspective (using “we” instead of “I”), they speak in US English, they rely heavily on industry-specific phrases and jargon, they use qualitative data to show their value, and they use hashtags in their social copy (they use it to give words emphasis, not necessarily to make the posts more readily searchable). They do not use swearing, pop culture references, or emojis in their copy, social or otherwise.
Purpose
The purpose of S&C’s copy is to inspire, build confidence in their brand, and sell.
