Brand Guidelines help Nexie generate emails that consistently look, sound, and feel like your brand.
During account setup, Nexie prefills your Brand Guidelines using information from your website. We recommend reviewing and editing these guidelines—the more accurate and specific they are, the better Nexie can represent your brand in every email.
Find Your Brand Settings
1. Click Settings in the bottom-left menu.
2. Open the Brand Settings page.
3. Review and edit each section below.
Brand Colors
Brand Colors control the email's visual hierarchy. Set each field to a color from your approved brand palette according to how prominently it should appear.
Background Color: Used for large surfaces, including the email background and broad section fills.
Primary Color: Used for high-prominence elements, including headlines, hero sections, and major visual anchors.
Secondary Color: Used for medium-prominence elements, including buttons, accents, and dividers.
Tertiary Color: Used for low-prominence elements, including supporting text and subtle fills.
Choose four colors that work together while giving each one a clear role. Nexie will use only these colors when designing your emails.
Typography
Typography controls the fonts and text color Nexie uses throughout your emails. Review and edit these three fields:
Primary Font: The main brand font, typically used for headlines and prominent text.
Secondary Font: The supporting font, typically used for body copy and secondary text.
Font Color: The default color used for email copy.
Tone Guidelines
What these guidelines do
Tone Guidelines control how Nexie writes your subject lines, headlines, body copy, CTAs, and supporting text. They define your brand's word choice, sentence length, personality, formality, and emotional tone.
What you can define
The personality of the voice, such as founder-first, warm, expert, playful, refined, or technical
How formal or conversational the writing should be
Preferred sentence and paragraph length
How the brand guides, persuades, or educates customers
Words, phrases, claims, or expressions the brand uses frequently
Words, phrases, punctuation, or sales tactics to avoid
Whether urgency, humor, slang, emojis, or exclamation marks are appropriate
How the tone should adapt across promotions, launches, education, and storytelling
Example
Use a genuine, founder-first voice that feels warm, knowledgeable, and direct. Write like an expert guiding customers toward the choice that suits them best. Use short-to-medium sentences, explain the reasoning behind recommendations, and keep product information easy to understand. Avoid manufactured urgency, exaggerated claims, excessive exclamation marks, and phrases such as “last chance,” “act now,” or “don't miss out.”
Image Generation Guidelines
What these guidelines do
Image Gen Guidelines control the visual direction of every image Nexie generates. They define how product images, banners, lifestyle scenes, models, backgrounds, lighting, composition, and other visual details should look.
What you can define
Product images: Background, camera angle, crop, shadows, props, surface, and product placement
Banner and hero images: Aspect ratio, subject placement, negative space, and room for headlines or CTAs
Models: Age range, appearance, expressions, styling, pose, diversity, and level of candidness
Backgrounds and settings: Studio, home, outdoor, workplace, plain, textured, minimal, or lived-in environments
Image style: Editorial, documentary, cinematic, playful, minimal, illustrated, realistic, or another visual direction
Mood and lighting: Warm, bright, soft, dramatic, natural, high-contrast, or muted
Composition: Close-up or wide framing, centered or off-center subjects, depth, and focal point
Recurring subjects: Families, founders, professionals, ingredients, materials, environments, or other brand-relevant elements
What to avoid: Stock-photo posing, clutter, harsh flash, unrealistic anatomy, unwanted props, visible third-party logos, or generated text
Example
Lifestyle images should show families in candid, lived-in home settings with warm natural window light and a documentary feel. Models should look relaxed and engaged rather than posed. Product images should feature one product on a plain light background, photographed from a three-quarter angle with a soft natural shadow and no decorative props. Banner images should use a wide crop, place the subject off-center, and leave clear space for the email headline and CTA. Avoid glossy stock-photo styling, dramatic colored lighting, cluttered backgrounds, visible third-party logos, and text generated inside the image.
Email Generation Guidelines
What these guidelines do
Email Gen Guidelines control how Nexie structures and designs your emails. They define the design language, section order, content hierarchy, recurring components, CTA placement, product presentation, footer treatment, and email-specific rules.
What you can define
Design language: Warm Heritage, Technical Detail, Y2K, 70s Retro, editorial, minimal, playful, premium, or another recognizable direction
Email structure: Preferred section order and how the story should progress
Hero section: Image treatment, headline placement, copy length, and CTA behavior
Components: Product cards, product grids, testimonials, feature blocks, dividers, banners, badges, and comparison sections
Product presentation: Number of products per section, card density, image-to-copy balance, and mobile stacking
Content hierarchy: What readers should see first and how supporting information should be organized
CTA placement: When CTAs should appear, how often they can repeat, and which sections should contain them
Spacing and density: Whether the layout should feel compact, generous, modular, or story-led
Footer treatment: Prominent or subtle, simple or detailed, and which elements it should contain
Sections to avoid: Layouts or modules the brand does not use, such as dense 4×4 product grids
Design do's and don'ts: Reusable rules that should remain consistent across campaigns
Example
Use a Warm Heritage design language with an editorial, story-led layout and generous spacing. Begin with a full-width hero, followed by alternating lifestyle and product-focused sections. Each section should communicate one clear idea. Use product grids with no more than three products and stack cards vertically on mobile. Place the main CTA after the product value has been established, and avoid repeating a button in every section. Keep dividers understated and the footer visually subtle. Do not use dense 4×4 product grids, loud promotional badges, crowded comparison tables, or multiple competing messages in the same section.