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White page of messaging-framework copy with a faint oversized "Our Digital Future." watermark across the bottom.
Summary
The messaging-framework copy page: several paragraphs describing MITA's purpose and attributes, with a faint oversized "Our Digital Future." tagline ghosted across the bottom.
Visual description
A white page with a centered narrow column of text: a bold heading "The Messaging Framework", body paragraphs listing MITA's attributes (reliable, efficient, forward-looking, innovative, helpful, trustworthy) and its purpose of seamless online government services, and a bold closing note to ask for the full messaging guidelines. Across the lower portion of the page, in very pale gray oversized bold type, sits the phrase "Our Digital Future." as a watermark. Footer: "5 MITA Brand Book".
Key takeaway
The pale oversized tagline ghosted behind the practical copy adds a quiet brand-voice moment without competing with the readable text above it. A good way to land a slogan on a content-heavy page.
Reuse notes
Use the ghost-tagline technique to inject brand personality into otherwise dry copy pages. Keep the watermark very low-contrast so it never fights the body text. Pairs with the other minimal white copy pages in this book.
