Style Guide

Principles

Promote the exclusivity and exceptional style of Gosha Rubchinskiy and the brand
Respectful treatment of fans and followers
Present yourself as an expert in our clothing, collaborations, partnerships, and brand as a whole
Be proud of our origins in Russia
Be consistent in voice and tone

Voice and Tone

Posts should be simple and flat, not too excited and not to bored.
Mystery is what keeps people interested in our brand. Make sure that posts don’t give away too much information about what’s coming. It’s okay to hint, but we should keep people guessing.
Buzz generates from the unknown – sometimes it’s best to have no caption and let the post speak for itself through visuals from campaigns, runways, photoshoots, etc.
No emojis or special characters.

Content Types

Social Media
Instagram
This is the platform we will use the most
Posts should flow along with the overall profile
Consistency with collections, only post what is new
Do not post about past collections unless requested to do so
Looking towards the future, this platform is where we share what’s to come from our brand
Captions should be no more than 250 characters
Interact with potential brand ambassadors, potential collaborators, influencers through direct message
Twitter
Used only to promote events and Instagram posts
Cross posting on this platform will take up the majority of its content
Engage with followers and fans
Retweet or favorite the articles that feature the brand
Only use #Gosha
Interact with celebrities that mention us
Tweets should not exceed the 280-character limit
Do not continue sentences in multiple tweets

Grammar and Usage

Gosha Rubchinskiy must be spelled correctly either in English or in Cryllic, depending on the content of the post
Use proper grammar and punctuation when posting in English or in Cryllic
Avoid abbreviations, try to spell out everything if possible
Simple language, avoid using big or confusing words – remember our followers come from all over the world

Resources

Fenton Ch. 12