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Cream slide showing the firm's boilerplate at three lengths, with a bold sans headline and concise versus full-length copy in labeled, word-counted columns.
Summary
A core-messaging page giving the firm's description at two ready-to-use lengths, each headed by a label and a word-count pill, with guidance copy on the left.
Visual description
Cream background, header "1.3 / Core messaging / Verbal identity". The bold sans headline "hcma in a nutshell" (with an em-dash-style separator) runs across the upper area. Below, three columns of sans body text: the leftmost gives usage guidance, the center is labeled "Concise" with a pill badge reading "27 words", and the right is labeled "Full length" with a "80 words" pill, each followed by the actual boilerplate paragraph(s). "hcma" appears bold inside the copy. The lower-left rail repeats the navigation list with "Core messaging" arrowed. Footer rule below.
Key takeaway
Providing copy-paste boilerplate at fixed lengths, each tagged with a small word-count pill, turns brand messaging into a usable tool. The pill badge is a tiny touch that signals "this exact text, this exact length" and removes guesswork for whoever is writing a bio or proposal.
Reuse notes
Excellent pattern for any brand or comms guide that supplies approved descriptions. Reusable wherever you offer short and long versions of the same content (bios, taglines, abstracts). The word-count badge convention scales to more lengths (15 / 50 / 100 words). Keep the columns aligned so the labels and pills line up across.
From this deck: hcma in a nutshell messaging lengths
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