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+# Helloprint Writing Style Guide for Internal Presentations
+Source: Helloprint Writing Style Guide (April 2026) — applies to ALL internal presentations.
+Scope: Internal only. Not for external customer or partner communications.
+
+---
+
+## 1. Brand Personality — Four Pillars (always active)
+
+| Pillar | What it means |
+|--------|---------------|
+| Friendly | Accessible and warm — but never casually informal. Write for busy professionals, not consumers. |
+| Pragmatic | No-nonsense. No woolly language, no corporate jargon. If it isn't needed, leave it out. |
+| Expert | Knowledge-driven and helpful. Plain language. Don't assume everyone knows everything — but treat the reader as intelligent. |
+| Direct | Always lead with the main message. Conclusion at the top — not after three paragraphs of build-up. |
+
+---
+
+## 2. Green List & Red List
+
+### ✅ Do this
+- **Conclusion-first titles.** The slide title is the takeaway, not the topic. Good: "Q1 above target — but one risk needs attention"
+- **Specific numbers.** A number makes a claim credible; an adjective does not. Good: "NPS rose from 42 to 57"
+- **Honest about limitations and misses.** Internal trust is built through transparency, not spin. If something didn't work, say so directly.
+- **Tables for comparisons.** Use tables when comparing 3 or more items across multiple dimensions.
+- **One core idea per slide.** If you're unsure whether a slide says two things — split it.
+- **Active and personal writing.** 'We decide', 'You do X', 'I propose'.
+- **Document metadata at the top.** Always include For / Author / Date / Status.
+- **Use → for direction or impact.** 'Days → hours', '42 → 57 NPS', 'Weeks → 1 run'.
+
+### ❌ Avoid this
+- **Topic titles with no point.** Titles like 'Strategic Update' or 'Q1 Review' say nothing.
+- **Vague claims.** Words like 'enormous', 'great', 'a lot' without evidence. No number = no argument.
+- **Glossing over or omitting bad news.** Internal readers see through it.
+- **Nested bullet points deeper than 2 levels.** Restructure instead of nesting.
+- **Multiple messages on one slide.** The reader remembers the first or the last — rarely both.
+- **Passive and impersonal writing.** 'It has been decided', 'It is being considered', 'One aims to'.
+- **Documents without a metadata header.**
+- **Adjectives as proof.** 'Significant', 'large', 'many'. Always quantify.
+
+---
+
+## 3. Tone by Context
+
+| Context | Tone | Real Helloprint Example |
+|---------|------|------------------------|
+| Strategy / Leadership Deck | Clear, data-first, ambitious but realistic | "Helloprint is at a decisive inflection point. The ambition: €1B in revenue, minimal headcount growth." |
+| Kickoff / All-Hands | Energetic and confident — but concrete, never hype | "We are rolling out Claude. Not as a buzzword — as a real competitive advantage." |
+| OKR Update / Retrospective | Honest, constructive, data-driven. Own your misses explicitly. | "Goal not reached (❌). Cause: supplier delay. Fix: new ETA 22 Apr, owner: Tim." |
+| Operational Update | Concise, status-driven, action-oriented | "Status: 🟢. Blocker: Cube data validation. Owner: Joao. ETA: week 16." |
+| Team Email | Warm, direct, goal stated upfront | "Hi everyone — we're taking a major step in our AI-first transformation. Here's what it means for you." |
+
+---
+
+## 4. Standard Presentation Structure
+
+Use this sequence. Not every deck needs all blocks — but the order is always the same.
+
+| # | Block | What goes here |
+|---|-------|---------------|
+| 1 | Metadata | For / Author / Date / Status (Draft / Final) at the top of every document. |
+| 2 | Title / Conclusion | The takeaway goes in the title — not the topic. Write the title as if you already know the conclusion. Good: "Q1 above target — structural risk in NL requires a decision" Bad: "Q1 Review" |
+| 3 | Executive Summary | Max 3–5 sentences. What's happening, what you're proposing, what you need from the reader. |
+| 4 | Data / Core | Tables for comparisons. Bullets for lists of 3+ items. Always concrete numbers. Use → to show direction. |
+| 5 | Implication | What does this mean? One sentence, active and assertive. Good: "This requires a decision on X before 30 April." |
+| 6 | Next Step | Format: Owner · Action · Deadline. Always specific. No action item without a name on it. |
+
+---
+
+## 5. Language & Style Rules
+
+**English or Dutch?** Choose one language per document. Dutch for Dutch-only teams. English when the audience is international or at leadership level. Mixing languages within a single sentence is always wrong.
+
+**Capitalisation & Punctuation:**
+- NO ALL CAPS, except abbreviations (OKR, B2B, NPS, FTE)
+- NO exclamation marks in titles or conclusions
+- Title Case only for section headers, not in running text
+
+**Emojis — Functional, not Decorative:**
+- Use ✅ ❌ 🟢 🟡 🔴 for status in tables or OKR updates
+- Maximum 1–2 emojis per document for tone or atmosphere
+- Never in a formal conclusion or Executive Summary
+
+**Bold & Formatting:**
+- Bold only for key terms or KPIs
+- Italics for quotes or examples
+- Never underline (it looks like a hyperlink)
+- Never bold and italics at the same time
+
+---
+
+## 6. Before vs After — Concrete Examples
+
+| Type | ❌ Don't | ✅ Do |
+|------|---------|------|
+| Slide title | Q1 Strategic Update | Q1 above target — NL margin requires a decision before 30 April |
+| Conclusion | The results are positive and we've learned a lot this quarter. | NPS +15pt. Revenue +8% vs target. One critical risk: NL churn up 3%. |
+| Action item | We will endeavour to address this in the coming period. | Owner: Derk. Action: complete NL margin analysis. Deadline: 22 April. |
+| Limitation | The data is not yet fully available at this point in time. | Cube pricing data is partial. Cross-check with Looker before deciding. |
+| Impact | This will save the team a lot of time. | This reduces manual content creation: weeks → hours per market. |
+
+---
+
+## 7. Slide Templates by Type
+
+### Template 1 — Opening Slide
+- **Purpose:** Introduce the presentation and orient the audience immediately.
+- **When:** First slide of every presentation.
+- **Layout:** Visually dominant, minimal text. Dark background (Thamar Black #191919).
+- **Required:** Title (central question or assertion — not the topic) · Subtitle or occasion (max 1 sentence) · Presenter(s) + role · Date and audience (e.g. "MT — 15 April 2026")
+- **Optional:** Helloprint logo · Short agenda overview (max 3 items)
+- **Example:** TITLE: "Road to Independence — Where do we stand, and what decisions need to be made?" SUBTITLE: MT update Q1 2026 BY: Derk Disselhoff, AI & Growth DATE: 15 April 2026 | Management Team
+- **Writing rules:** Title is a question or assertion — never just a topic. No welcome sentence. Get straight to it.
+
+### Template 2 — Video or Full-Screen Visual Slide
+- **Purpose:** Capture attention, set the scene, or demonstrate something without distraction.
+- **When:** Opener, interlude, or product/tool demonstration.
+- **Layout:** Full screen. Video or image fills the entire canvas.
+- **Required:** Nothing — the visual or video is the content.
+- **Optional:** Maximum one line of text as context, at the top or bottom (small font, high contrast). Video duration goes in speaker notes — not on the slide.
+- **Writing rules:** No title on the slide if the image speaks for itself. If text is needed: maximum 6 words. Put all explanation in the speaker notes.
+
+### Template 3 — Agenda Slide
+- **Purpose:** Show the structure of the presentation so the audience knows what's coming.
+- **When:** Directly after the opening slide for presentations of 20+ minutes.
+- **Required:** Numbered list of topics (max 6) · Time indication per block (recommended)
+- **Example:** 1. Situation & context (5 min) 2. Q1 performance (10 min) 3. Three strategic choices (15 min) 4. Decision & next steps (5 min)
+- **Writing rules:** Agenda items are topics — this is the exception to the conclusion-first rule. Short noun or verb phrases. No full sentences.
+
+### Template 4 — Company Update
+- **Purpose:** Deliver a broad organisational update on strategy, direction, or major developments.
+- **When:** All-hands, MT update, quarterly update.
+- **Required:** Title = the central message (conclusion-first) · What changed or was decided? · What does it mean for the organisation? · What do you need from the audience?
+- **Structure:** TITLE: [Central message / decision] CONTEXT: Why is this relevant now? (max 2 sentences) UPDATE: What has concretely changed or been achieved? IMPACT: What does this mean for teams / individuals? NEXT STEP: Owner · Action · Deadline
+- **Writing rules:** Warm but to the point. No management-speak ('synergies', 'alignment', 'strategic pillars'). If there's bad news: put it in the title, not buried at the end.
+
+### Template 5 — Performance Update
+- **Purpose:** Report results against targets.
+- **When:** Weekly/monthly/quarterly reports, OKR reviews.
+- **Required:** Title = the conclusion of the numbers, not 'Performance Update' · Status per KPI: 🟢 on track / 🟡 attention needed / 🔴 action required · Actual vs Target (always both) · Commentary on deviations
+- **Structure per KPI:** METRIC: [KPI name] STATUS: 🟢/🟡/🔴 ACTUAL: [Number] TARGET: [Number] TREND: [Comparison with prior period] COMMENTARY: [One sentence on cause or expectation — only for 🟡 and 🔴]
+- **Writing rules:** Use → for trends. Never 'the results are positive'. State the number, the target, the gap. For a 🔴: always include the cause and the corrective action.
+
+### Template 6 — OKR / Goals Update
+- **Purpose:** Transparently report progress on objectives and key results.
+- **When:** End of a month, quarter, or season.
+- **Required per Objective:** Objective (ambition in one sentence) · Key Results with status (✅ / ❌ / 🔄) · Percentage or number achieved · For ❌: cause + corrective action
+- **Structure:** OBJECTIVE: [Ambition in one active sentence] KR 1: [Description] | Target: X | Actual: Y | Status: ✅ KR 2: [Description] | Target: X | Actual: Y | Status: 🔄 KR 3: [Description] | Target: X | Actual: Y | Status: ❌ Cause: [one sentence] Fix: [action + owner + date] OVERALL: [X]% achieved
+- **Writing rules:** Be honest about misses. ❌ is not a shame — a ❌ without explanation is. Write the Objective actively. No long narratives per KR. Commentary only on deviations.
+
+### Template 7 — Team Update
+- **Purpose:** Share team results and developments with a broader audience.
+- **When:** All-hands, MT presentation, season review.
+- **Required:** Team name + mission statement (one sentence) · What did we do? (max 5 bullets, facts + numbers) · What did we learn? · Focus for the next period
+- **Structure:** TEAM: [Name] MISSION: [One sentence — what is this team's reason for existing?] WHAT WE DID: - [Result 1 + number] WHAT WE LEARNED: - [Insight 1] NEXT PERIOD: - [Focus 1] BLOCKER: [What's blocking us? Who needs to do what to resolve it?]
+- **Writing rules:** Mission statement in one sentence, active and specific. Not 'we aim to...'. Results always with a number or comparison. Be honest about blockers.
+
+### Template 8 — Decision Slide
+- **Purpose:** Request or present a decision to the audience.
+- **When:** MT updates, stakeholder presentations, go/no-go moments.
+- **Required:** Title = the decision being requested (as a question or assertion) · Context (why now?) · Max 3 options with pros/cons · A recommendation · An explicit ask to the audience
+- **Structure:** TITLE: [Decision question — e.g. 'Do we proceed with market X?'] CONTEXT: [Why now? Max 2 sentences.] OPTIONS: Option A: [Description] | Pro: ... | Con: ... Option B: [Description] | Pro: ... | Con: ... Option C: Do nothing | Pro: ... | Con: ... RECOMMENDATION: Option [X], because [one-sentence rationale]. ASK: [What do you need? Approval / input / decision?] DEADLINE: [When does the decision need to be made?]
+- **Writing rules:** Always give a recommendation. Options without a position is not a decision slide. Always include the 'do nothing' option. State the ask to the audience explicitly.
+
+### Template 9 — Closing Slide / Next Steps
+- **Purpose:** Close the presentation with a clear landing.
+- **When:** Last slide of every presentation.
+- **Required:** Core message of the presentation (1 sentence — the takeaway) · Next steps: Owner · Action · Deadline
+- **Optional:** Open questions for discussion · Contact / follow-up meeting
+- **Example:** CORE MESSAGE: 'Q1 is above target, but the NL margin requires a decision before 30 April.' NEXT STEPS: - Derk → Complete NL margin analysis → 22 April - Tim → Escalate with supplier → 18 April
+- **Writing rules:** Repeat the core message in one sentence — not the full summary. Every next step has a name on it. No 'thank you for your attention'. Close with the actions.
+
+---
+
+## 8. Brand Visual Identity
+
+**Colours:**
+- Primary: Charmed Green #008539 · Link Green #049E46 · Thamar Black #191919 · Snowflake #F0F0F0 · Orochimaru #D9D9D9 · White #FFFFFF · Dark Green #005c26
+- Secondary: Heroic Red #D64545 · Honey Teriyaki #F36D13 · Ripe Mango #FDC325 · Hampton Beach #9D6639 · Seaside #67A5B1
+
+**Font:** Inter (weights 300, 400, 500, 600, 700, 900)
+
+**Slide layouts:**
+- Title slide: Thamar Black (#191919) background, white text, green accent line
+- Content slide: White background, green section label, footer with logo and page number
+- Impact / Statement slide: Dark Green (#005c26) background — use sparingly, max 1 per 5 slides
+- Data / KPI slide: White background, KPI cards with green accent bar on left
+
+**Google Slides canvas:** 1920×1080 (16:9)
+
+---
+
+## 9. Pre-Flight Checklist — Before You Share
+
+Run through this before finalising any presentation:
+
+1. Does the document include For / Author / Date / Status at the top?
+2. Is the title of every slide the conclusion, not the topic? (exception: agenda slide)
+3. Is the main message in the first sentence?
+4. Are all claims backed by specific numbers?
+5. Have misses or limitations been reported honestly?
+6. Is the language active and personal (no passive constructions)?
+7. Are emojis used functionally (not decoratively)?
+8. Are ALL CAPS, exclamation marks, and jargon avoided?
+9. Is every next step clear: owner · action · deadline?
+10. Is the language consistent throughout (English or Dutch — not mixed)?
+11. Does each slide type match the correct template from section 7?