Preview image. Unlock full-res
Light guideline slide that splits the campaign messaging into a "NEW XXXX" headline and the "Play New" tagline, with two illustrated example panels below.
Summary
A two-column messaging rules slide: the left column defines the "NEW XXXX" headline construction, the right defines the fixed "Play New" tagline, each anchored by a colorful example panel below.
Visual description
White background with the standard top utility header (EMPOWER left, "STRATEGIC OVERVIEW" and "2021 NARRATIVE" labels, black swoosh center, "2021 CREATIVE GUIDELINES" right). Top left, a "MESSAGING." headline in black sans-serif sits above two short paragraphs explaining the two primary campaign messages. Below, the page splits into two columns. The left column is labeled "HEADLINE" with a large "NEW XXXX" specimen, supporting copy, and a red legal caveat line; under it a lime-green panel shows a magenta script "New" over an all-caps "GENERATION." lockup. The right column is labeled "TAGLINE & CALL TO ACTION" with "PLAY NEW" set large and a note that it stays in English; under it an illustrated portrait of a face blowing pink bubblegum carries a yellow script "Play New" lockup. A faint registration crosshair sits between the two image panels.
Key takeaway
Teaching a messaging system by literally placing the rule and its rendered example in the same column, so the abstract spec and the live result read top to bottom. The mixed type voice (blunt all-caps headline plus loose script tagline) is shown, not just described.
Reuse notes
A clean reference for a brand or campaign guideline slide that has to codify copy rules. The two-column rule-over-example pattern is reusable for any headline-plus-tagline or do-this system. The illustrated panels do the heavy lifting visually, so substitute genuinely on-brand artwork.
From this deck: Messaging headline and tagline guidance
View deck
