Part two Practical playbooks
What to do on Monday morning.
Social media, community, campaigns, documents, production and spaces.
Drafts in this part are proposals for Braind to approve, and the mock-ups are drawn from the rules to show them in place. Channel roles and posting habits are hypotheses to test, not laws.
Profiles, grid and templates
Draft for approvalProfiles, grids and templates, filled in with real copy.
Profiles
Proposed copy. Each field adds new information instead of repeating the slogan.
Braind®
Branding agency
design solutions to business problems
Branding and marketing since 2011
Yerevan · Toronto
braind.am
WorkProcessTeamBraindbook
Braind
Branding and marketing agency. Design solutions to business problems.
Braind is a branding and marketing agency founded in Yerevan in 2011, with offices in Yerevan and Toronto. We design strategy, names, identities, packaging, campaigns and content for banks, retailers, cultural institutions and new ventures.
How brands get made. From the studio in Yerevan.
Branding and marketing agency in Yerevan since 2011. 19 Pushkin Street. Book a meeting at braind.am.
Covers and profile pictures
Cover: the tagline in white on Braind Blue. Profile picture: the b® symbol in a circle.
Instagram grid
- Every post reads as a thumbnail: one image or one short title, centred.
- Recurring series keep their colour: Work in blue, Process in volt, People in lavender.
- Pin three posts: the newest case study, how to work with us, and the Braindbook®.
- Campaigns may take over three rows, then the grid returns to the series rhythm.
- No grids where three posts form one picture: deleting or reordering one breaks it.
- No text near the edges: the profile grid crops posts.
Post formats
Make Work Matter.
How a name gets made, in five steps
Hello, Braindbook®.
Template library
Locked parts keep the brand; editable parts carry the message.
Template files will be added to the asset library once approved.
Link in bio
Braind®Book a meetingSee the newest case studyVisit braind.amRead the Braindbook®- One primary action first: Book a meeting.
- Then the newest case study, then the website.
- Labels say where the link goes: “See the Zovq case study”, not “Click here”.
- Campaign links come down the day the campaign ends.
- UTM tags on every link: source, medium, campaign.
Community and difficult moments
Draft for approvalA working manual for replies. Negative isn’t the same as trolling: most complaints are a service problem first.
Response matrix
Sample replies
Armenian versions to be written by Braind’s team.
We’re sorry about the delay on your project. We’ve sent you a message with the new date and the reason. Your project manager will call you today.
Приносим извинения за задержку по вашему проекту. Мы отправили вам сообщение с новой датой и причиной. Ваш менеджер проекта позвонит вам сегодня.
Every project is priced on its scope. Send us a short brief at info@braind.am and we’ll reply with a proposal within two working days.
Стоимость каждого проекта зависит от его объёма. Отправьте краткий бриф на info@braind.am, и мы пришлём предложение в течение двух рабочих дней.
Moderation rules
Never ask for, or post, in public:
- Contract terms or prices
- Phone numbers and emails
- Order, invoice or account numbers
- Health or personal details
- Anything about a staff member’s conduct
- Reply within working hours on the same day; say so in the profile.
- Hide spam and abuse under the published policy; never delete criticism.
- Screenshot and keep evidence before hiding anything.
- The founder and the social lead can pause scheduled posts and ads in a crisis.
- Close every case: the issue, the reply, the owner and the outcome.
Campaigns, creators and partners
Draft for approvalCampaigns can be louder than the everyday brand, but they never replace it.
From functional to campaign
Blue, black, white. Logo and type only.
Gradient, one accent as tags, the hairline.
Secondary and pairing colours, one per layout; bigger type.
Patterns, loud accents, campaign lines beside the tagline.
- Campaign lines sit beside the tagline, never replace it.
- Offers state the price, what it includes and the end date.
- Landing pages match the campaign creative and the brand.
Creator brief
- Objective and the one message
- Audience and platform
- Deliverables, formats and dates
- Do’s and don’ts, with the claims they may and may not make
- Disclosure wording (#ad or the platform’s paid-partnership label)
- Usage rights: term, territory, paid amplification, edits
- Approval steps and who signs off
- What happens if the partnership is withdrawn
Music needs commercial rights for the platform and the use. A sound cleared for organic posts is not automatically cleared for ads.
Documents and presentations
Partly documentedThe everyday material: decks, proposals, signatures and documents are used far more than any brand moment.
Slide types
Deck rules
- Cover
- Braind Blue or the gradient. Logo top-left; title uppercase, right-aligned at the top; a lead subtitle with a bold first line; the footer rule with the year, address, email and phone.
- Content
- Paper with ink text. Section title top-left at the margin; light body text. Blue appears only through the logo: no blue headings or boxes.
- Case study
- Client name uppercase and bold over the project name in light.
- Languages
- The same slides, order and hierarchy in every language.
Email signature
Draft for approvalName Surname
Role, Braind
(+374) 11 555 288
info@braind.am · braind.am
design solutions to business problems- Plain text with the wordmark as a small image. No banners, quotes or social icons.
- Ink text; one blue link at most.
Document templates
Partly documentedPrint, merch and materials
Partly documentedStationery, signage and merch. Merch is where the secondary colours and patterns can be loudest.
Stationery
Business cards
- Front
- White braind® wordmark on Braind Blue, set diagonally across the card.
- Back
- Braind Blue. Name and role at the top, then T (phone), E (email) and A (address), with the b® symbol in the bottom right.
- Contact lines
- T: (+374) 11 555 288 · E: info@braind.am · A: 19 Pushkin Street, 0010 Yerevan, Armenia
Drawn templates for the other pieces, to be replaced as Braind supplies final artwork:
Name SurnameRoleinfo@braind.am · (+374) 11 555 288
braind.am · info@braind.am · (+374) 11 555 288Materials schedule
Draft for approvalStarting points to test with the printer, not universal standards.
For every stock record the maker, name, shade, texture, weight, an approved alternative and a physical sample.
Print checklist
Draft for approvalMerch and promo assets
Print specifications and the approved artwork will be added with the files.
Cups and drinkware
Stickers
The Made in Braind badge is in the asset library as an SVG.
Would someone still want it without the logo? A weak object doesn’t become good merch by being branded.
Spaces, signage and outdoor
Partly documentedFaçades, windows, interiors and outdoor. Every installation needs an address-specific compliance check.
Sign types
- Façade sign
- Wordmark in Braind Blue or white on blue; Armenian text present (see legal appendix).
- Entrance information
- Statutory consumer-information sign; its own size limit applies.
- Window graphics
- The symbol or wordmark at eye height; no more than one accent colour.
- Interior and wayfinding
- Ink text on white, blue arrows, sentence case.
- Temporary and event
- Gradient backdrops with the logo top-left; patterns allowed.
- Check the sign at night: illuminated letters keep Braind Blue, not cyan.
- Plan maintenance and removal with the installation.
Façade sign rules
Rules for the façade sign, shown on Braind's own storefront.
- Letters are at most 30cm tall.
- The sign sits on the covering of the second floor, never above it.
- The sign stands no more than 20cm from the building façade.
- Upright letters set in a horizontal line are mounted directly onto the architectural frieze, without any backing.
- The sign may extend at most 30cm beyond each side of the entrance.
Vehicles and drones
Shown in the mock-ups: a Braind Blue body with the white wordmark, large on the side panel.
Compliance
Armenian-language rules, permits and Yerevan size limits are summarised in the legal appendix. Final drawings need a compliance review for the specific address.
Ask about the logo, colours, type, voice, social media, files or anything else in the Braindbook. Answers come only from these pages, with a link to the source.
Search only. No AI model, and nothing you type leaves this page.
Social strategy and platforms
Draft for approvalEach channel has one job. Content is planned in pillars, not posted ad hoc.
Channel roles
Instagram
Visual proof and community
Case-study carousels, Reels of process, Stories from the studio
LinkedIn
Credibility and hiring
Case studies with the business result, founder perspective, team news
Facebook
Local information and service
News, events, contact and opening hours
TikTok
Discovery and demonstration
Short process videos: from sketch to launch
Behance and Dribbble
Portfolio for designers and international clients
Full case studies and visual details
Editorial pillars
Every post belongs to one pillar. If it fits none, it doesn’t go out.
Workflow
Trend participation: only when the trend fits a pillar, can be made well within a day, and needs no claim we can’t support.