Brand Colours
Waddell’s palette is restrained, premium and built for clarity. Dark neutrals lead; the light grey creates space and contrast; the slate tones add depth. Use the exact values shown and avoid near matches.
Core Colours
Use Waddell Black and Light Grey for the clearest, most consistent applications. These colours should carry most layouts and logo treatments.
DEEP SLATE
HEX #0E0E0E
LIGHT GREY
HEX #D7D8D7
Typography
Waddell uses Halogen Bold for expressive headlines and short statements. Use it sparingly, at display sizes, where its distinctive shape can carry the message. Aeonik Pro supports body copy, captions, navigation and functional information. Together they balance energy with clarity.
Hierarchy
Use Halogen Bold for short headlines only. Use Aeonik Pro Regular for body copy and functional text; use Aeonik Pro Medium or Bold where hierarchy requires it. Keep line lengths comfortable and avoid mixing extra weights or type styles.
Aa Bb Cc Dd Ee Ff Gg Hh Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz (0123456789) / ? ! . ; : " ' | $ % & *
AEONIK PRO MEDIUM (FUNCTIONAL TEXT)
Aa Bb Cc Dd Ee Ff Gg Hh Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz (0123456789) / ? ! . ; : " ' | $ % & *
AEONIK PRO REGULAR (BODY COPY)
Aa Bb Cc Dd Ee Ff Gg Hh Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz (0123456789) / ? ! . ; : " ' | $ % & *
Brand Voice
Waddell’s voice should feel clear, confident and considered. Write in concise New Zealand English, focus on real outcomes and let the work carry the weight.
1 – Be Clear
Lead with the point. Use plain language, active verbs and specific outcomes.
2 – Be Confident
State what Waddell does with certainty. Avoid hype, bravado and empty superlatives.
3 – Be Considered
Choose words carefully. Add context and evidence where it helps people make decisions.
4 – Be Collaborative
Use inclusive language and recognise the businesses, charities and communities behind each partnership.
5 – Be Human
Write like a capable person speaking to another person. Keep sentences concise and natural.
6 – Be Purpose-led
Connect commercial value with meaningful social outcomes. Let the work prove the impact.
Photography & Video
Use confident, authentic imagery that shows people, partnerships and outcomes in action. Prioritise real moments, strong composition and natural movement. Avoid generic corporate stock, forced poses and heavy filters.
Grid System
Build layouts on a clear grid with consistent alignment, generous spacing and a strong hierarchy. Let one message lead each composition. Use the grid to organise partner logos, proof points and imagery without making the page feel crowded.
