White Oak Media — Brand Kit

01

Logo

Two versions: the full horizontal lockup and the icon mark. Use the lockup when space allows; use the icon when square or small.

Full Logo — Light BG

Full Logo — Dark BG

Icon Mark — Light BG

Full Logo — Oak BG

Clear Space

Maintain a minimum clear space equal to the height of the "W" in "White" around all sides of the logo.

Minimum Size

Full lockup: 120px wide minimum. Icon mark: 32px minimum. Below these sizes, details are lost.

Approved Backgrounds

White, Cream, Warm White, Navy, Navy Deep, Midnight, Charcoal, or Oak. Never place on busy photos without an overlay.

02

Color Palette

A warm, earthy system. Core colors anchor every design. Extended colors add range and energy — always paired with at least one core color.

Core Brand Colors

Oak

#b45143

Primary accent, CTAs, highlights

Oak Light

#c8695c

Secondary emphasis, hover states

Navy

#2e3642

Headings, dark backgrounds, body text

Navy Deep

#1a2029

Deepest dark background

Cream

#f3f1eb

Primary light background

Cream Dark

#e8e2d6

Borders, secondary backgrounds

Stone

#e0d4c1

Muted borders, dividers

Dim

#8a8275

Muted text, captions, metadata

Extended Palette — Warm Spectrum

Copper

#c07a50

Warm accent, badges, premium

Amber

#d4944a

Highlight text, warm callouts

Gold

#e8b252

Stats, awards, featured

Terracotta

#c96b4f

Bold accent, energetic CTAs

Rust

#8b3a2a

Deep accent, pill labels

Blush

#d4a09a

Soft accent on light backgrounds

Sage

#7a8c6e

Growth themes, success states

Forest

#3d5a3e

Deep green accent

Slate Blue

#4a6178

Info callouts, secondary dark

Warm White

#faf7f2

Lightest background

Charcoal

#1e1e1e

True dark background

Midnight

#141c24

Rich dark, high-contrast

03

Typography

One family. Three weights. Gilroy handles everything from massive headlines to fine-print labels.

Weight ExtraBold (800)

File Gilroy-ExtraBold.otf

Usage Headlines, stats, CTAs

We build websites that
grow churches.

letter-spacing: -0.025em · line-height: 1.02–1.12

Hero Build your home online.

H1 Build your home online.

H2 Build your home online.

H3 Build your home online.

H4 Build your home online.

Weight Medium (500)

File Gilroy-Medium.ttf

Usage Labels, kickers, captions, nav

Church Website Strategy · Case Studies · About Us · Get Started

letter-spacing: 0.12–0.16em · text-transform: uppercase · font-size: 9–12px

Weight Light (300)

File Gilroy-Light.otf

Usage Body text, descriptions

We've helped 80+ churches and nonprofits build websites that actually work — sites that welcome first-time visitors, make information easy to find, and reflect the heart of your ministry. No templates. No generic designs. Just your story, told well.

line-height: 1.65–1.75

Weight Pairing — Primary Hierarchy Tool

Your church has a unique story.
It deserves more than a template.

ExtraBold (800) paired with Light (300) in Oak creates visual hierarchy without changing font size.

04

Decoration Vocabulary

Every element must serve a purpose — labeling, connecting, or emphasizing. If it doesn't do one of those things, remove it.

Problem #1

Pill Labels

Rounded capsules for section headers and category tags. Rust, Copper, or Amber fills with white ExtraBold text.

Down Arrow

Visual connector between a setup line and a punchline. One per slide max. Oak colored.

Facebook → Megaphone

Comparison Arrow

Right arrows in Oak for A → B comparisons. Used in reframe/contrast slides.

key word

Underline Accent

3-4px thick under key words. Body text only (28px and below). Never on large headlines or stats.

× Same limitations

Problem Marker

Small filled circles with white ×. Use in lists to mark negatives or problems to solve.

"your church"

Functional Visuals

Search bars, browser frames, phone outlines — make the point tangible. Always paired with text.

05

Mood Presets

Pick a different preset per post or project for visual variety. Never lock into one palette for everything.

Warm Authority

Navy Deep + Oak + Gold

Earth & Growth

Forest + Sage + Copper

Bold & Energetic

Charcoal + Terracotta + Amber

Light & Approachable

Warm White + Blush + Oak

Professional Depth

Midnight + Slate Blue + Gold

Rustic Warm

Tan + Cream text + Rust

06

Brand Voice

How White Oak Media sounds in every caption, email, and conversation.

Conversational & Direct

Write like a smart friend giving advice, not a professor lecturing. Short sentences. Plain language. First person.

Data-Driven

Lead with specific numbers when possible. "80+ church websites" not "many churches." "97% research online" not "most people."

Kingdom Impact

Frame results in terms of ministry reach, community connection, and people served — not tech stacks or feature lists.

Confidently Helpful

We know what works because we've done it 80+ times. Share expertise without being arrogant. Challenge practices, never people.

Not Corporate

Never "leverage," "empower," "synergize," or "unlock potential." Say what you mean in words a pastor would use over coffee.

Not Vague

Never "we build great websites." Always specific: what kind, for whom, with what result. Specificity builds trust.

07

Social Templates

Three carousel slide types that cover most content needs. Same Warm White background across content slides; only hook and CTA slides break the pattern.

Size Reference

Carousel

1080 × 1350 (4:5)

Story / Reel

1080 × 1920 (9:16)

FB / LinkedIn

1200 × 630 (1.91:1)

YouTube Thumb

1280 × 720 (16:9)

08

Do's & Don'ts

Quick rules for keeping everything on-brand.

Do

Use Gilroy for everything — one family, three weights
Keep content slides on the same background color
Use color accents on key words instead of underlines on large text
Use pill labels for section headers and categories
Include @whiteoakmedia handle on every slide
Lead with a hook — contrarian, data-driven, or specific
One idea per slide, scannable in 2 seconds
Use functional icons that reinforce a point
Pair at least one core color (Oak, Navy, Cream) in every design
Center text on social graphics, left-align on web

Don't

Use any font besides Gilroy
Alternate background colors slide-to-slide
Underline text larger than 28px — it clips descenders
Add corner shapes or floating decorative rectangles
Use gradients, glows, grain textures, or orbs
Use more than 4 colors on any single surface
Add decorative icons that don't convey meaning
Use drop shadows on text or cards
Write "empowering," "leveraging," or "unlocking"
Post vague hooks — always be specific