Tactical copy guidelines four-column list

Summary

A tactical copywriting reference that sorts the rules into six categories (Headlines, Sublines, Eyebrows, Collaborators, Emojis, CTAs), each a bold all-caps heading over a short dashed list.

Visual description

White background with the standard utility header ("BRAND DEFINING EMPOWER" left, "LANGUAGE / COPYWRITING TONE" centered on the swoosh, "2021 CREATIVE GUIDELINES" right). A black "TACTICAL COPY GUIDELINES" headline sits upper-left. The lower two-thirds is a four-column layout of category blocks: HEADLINES, SUBLINES, EYEBROWS and COLLABORATORS run across the top row, with EMOJIS and CTAS in a second row beneath the first two columns. Each category is a heavy all-caps heading followed by one to three dash-led bullets in lighter weight. All black on white, single sans family, generous white space between blocks. "©2021 NIKE INC." bottom-left.

Key takeaway

Turning a dense rulebook into a scannable category grid: bold all-caps labels act as anchors so a reader can jump straight to the relevant rule (CTAs, Emojis) instead of reading top-to-bottom. The uneven two-row fill keeps it from feeling like a rigid table.

Reuse notes

Good for any "rules of the system" or cheat-sheet slide where guidance clusters into named buckets (voice, do's, components, channels). The label-and-bullets module scales to any number of categories; keep bullets terse so each block stays glanceable.