Everything your team needs to sound, look, and feel like Easol.
One place for tone of voice, visual guidelines, founder brand, social playbooks, and your AI brand co-pilot. No more guessing. No more chasing the brand team.
What's in the Hub
🗣️
The Easol Voice
Tone of voice principles, language dos and don'ts, and before/after copy examples. Covers outreach, social, events and sales.
Live
👥
Founder Brand
How Ben and Lisa talk about Easol, their vision for the experience economy, and how to write for or about them.
Live
🎨
Visual Identity
Colour palette, typography, illustration vs photography rules, and product depiction guidelines for marketing assets.
Live
📱
Social Media
Platform-specific tone and format guides for LinkedIn and Instagram. Caption templates and content pillar framework.
Live
💼
Sales & Pitching
Core product messaging, pitch deck dos and don'ts, and a stat library for sales and marketing teams.
Live
✨
AI Brand Co-Pilot
Paste your draft copy and get instant brand feedback, a score, and a rewrite in Easol's voice. Or generate fresh on-brand content from scratch.
New · Demo
Hub Status
Master Tone of Voice Guide
Lisa / Nina · Sprint 1
Founder Brand Guide (Ben & Lisa)
Lisa · Sprint 1
Visual Identity Reference
Ramsey · Sprint 1
Social Media Guidelines
Lisa / Adriana · Sprint 1
Sales & Pitch Deck Guidance
Adriana / Ramsey · Sprint 1
AI Brand Co-Pilot (demo live)
Full build · Sprint 2
Product Visual Library (Bento, AI Agentic)
Ramsey · Sprint 2
Motion & Illustration Library
Ramsey · Sprint 2
Founder Asset & Press Library
Lisa / Nina · Sprint 2
"The goal is a brand co-pilot — a first responder teams can go to before something ships, not after. Less audit, more advisor."
— Lisa, Chief Brand Officer · Feb 2026
Brand Foundations
The Easol Voice
How we sound. The five principles that shape every piece of content — from a sales email to a social caption to a pitch deck.
The Five Pillars
01
Trusted but Inspiring
Safe hands and visionary partner. We're bold but we don't overpromise. Ground big ideas in real outcomes for creators.
02
Expressive
Vibrant storytelling. Don't be dry or corporate. Show genuine excitement for the creator's world and the experiences they build.
03
Perceptive
Deep, native understanding of experience creators. Speak their language. Know their real pain points — don't generalise.
04
Inciting
Boldly challenge the "black box" status quo of legacy systems. Be provocative. Creators should feel called to act.
05
Real
Show the "messy middle." Don't be so aspirational that we feel unrelatable. The best Easol content acknowledges the actual struggle of running an experience business.
Language: Do's and Don'ts
✅ Do Say
→ Talk directly to creators as peers who get it
→ Use active, direct sentences. Short is almost always better
→ Name the real frustration before offering the solution
→ "Cutting-edge" or "innovative" without specifics
→ Passive voice: "can be used to", "is designed for"
→ Corporate, VC-ish framing. We're not a SaaS dashboard.
Before & After: In Practice
❌ Before
Easol is a comprehensive event management platform with robust ticketing capabilities and an AI-powered suite of solutions designed to optimize revenue and streamline operations for event professionals.
✅ After
Easol is the AI-native operating system for the experience economy. Not a ticketing tool — a full digital workforce that knows your audience, fills your venues, and handles the operational grind so you can focus on what you actually built this for.
❌ Before
Leverage our cutting-edge AI solutions to maximize revenue through optimized pricing strategies and automated attendee engagement workflows.
✅ After
Your next season shouldn't depend on you manually chasing no-shows or rebuilding pricing spreadsheets from scratch. That's what your AI team is for.
❌ Before
We are pleased to offer creators a best-in-class platform to facilitate the end-to-end management of their event portfolio.
✅ After
You've spent years building something people travel for, take time off work for, talk about for months after. The back-end should match the front-of-house. That's what we built.
Quick Reference Card
We are
A team. A partner. An operating system. A digital workforce. The experience economy's most trusted co-builder.
We are not
A ticketing platform. A software tool. A SaaS dashboard. An integration. A vendor.
We sound like
Confident without arrogance. Specific not generic. Warm but not fluffy. Excited but grounded in creator reality.
Brand Foundations
Founder Brand
How Ben and Lisa show up in public. Their positioning as thought leaders in AI and the experience economy — and how to write for or about them.
The Positioning
"We're not ticketing founders. We're experience economy founders who happen to have built the infrastructure. The AI shift changes what's possible — and we're uniquely placed to articulate why."
Ben
Product vision. AI and the future of work. Experience economy as a category. The technology layer beneath great experiences. Challenging legacy systems.
AI + AutonomyCategory Creation
Lisa
Brand, community, and creator culture. What it means to build an experience business. The human side of the AI transition. Inspiring leaders in the experience economy.
Creator CultureCommunity
Key Themes to Hit
✅ Always Relevant
→ AI as digital workforce, not automation gimmick
→ The experience economy as a legitimate, growing category
→ Empowering creators to reclaim control of their businesses
→ The shift from "Tools to Teams" (System of Agency)
→ The "messy middle" — real creator stories, honest takes
🚫 Avoid
→ VC-speak or hyper-growth framing
→ Describing them as "serial entrepreneurs"
→ Positioning as tech founders first
→ Abstract AI commentary without grounding in creator reality
→ Anything that makes Easol sound like "just" a ticketing startup
Example: LinkedIn Post (Ben)
The experience economy is about to bifurcate.
On one side: creators using AI as genuine workforce — handling ops, personalising outreach, predicting churn, running their events like a properly resourced team.
On the other: everyone still manually chasing attendees and rebuilding spreadsheets every season.
We're at the same inflection point e-commerce hit in 2012. The creators who move now won't just be more efficient — they'll build businesses with compounding advantages that are genuinely hard to compete with.
This is why we built Easol the way we built it.
Not as a tool. As a team.
Example: Speaking/Press Bio
Ben is co-founder of Easol, the AI-native operating system for the experience economy. He's spent the last decade building the infrastructure that powers some of the world's most loved festivals, retreats and sports communities — and is one of the clearest voices on what the AI shift means for the creator class.
Before Easol, Ben [background]. He speaks and writes on AI, autonomy, and the future of experience-led businesses.
Content Formats (Founder)
LinkedIn Posts
Opinion-led. Short paragraphs. One clear point of view per post. End with a provocation or observation, not a CTA.
Press Quotes
Specific and grounded. Never generic. Reference real creator behaviour or market trend. Avoid "excited to announce" boilerplate.
Keynote / Speaking
Story-first. Start with a creator's reality, not a product pitch. Position as a category observer, not a sales rep.
Brand Foundations
Visual Identity
Our colour system, typography, and visual principles. What to use, where, and — just as importantly — what to avoid.
Brand Colour Palette
Eclipse
#070707
Primary dark / BG
Moon
#FFFCF7
Primary light / text
Sea
#0066FF
Primary accent
Playa
#FFF5E3
Warm secondary
Sage
#D3DCD9
Muted grey-green
These are the official Easol brand colours from the ID Elements guide. Eclipse and Moon are the primary dark/light pair. Sea (#0066FF) is the primary accent. Playa and Sage are supporting tones.
Typography
Display / Hero — Bold, tracked tight
The experience economy runs on Easol.
Section heading — Semibold
Your AI team, always on.
Body copy — Regular, 15–16px, generous line height
We built Easol for experience creators who've outgrown basic tools — the festival founders, retreat hosts, and sports communities who want to run their businesses like a properly staffed team, not a one-person spreadsheet operation.
Visual Do's and Don'ts
✅ Do
→ Use Bento box abstractions for product UI — clean, modular, structured
→ Show real experience visuals: festival crowds, retreat landscapes, sports energy
→ Use illustration for explaining the AI / agentic layer — not photography
→ Maintain product/brand typeface alignment in pitch decks
→ Dark backgrounds for hero/cover moments. Light for content-heavy pages
🚫 Don't
→ Use stock photography with laptops, handshakes, or generic office scenes
→ Show "ticketing" UI (forms, queues, checkout flows) as hero visual
→ Use "corporate abstract" design — blobs, vague data viz, generic tech imagery
→ Mix brand and product typefaces inconsistently across a single asset
→ "VC-ish" aesthetic — cold, white, serious, growth-chart heavy
Illustration vs Photography
📸 Use Photography When
Showing real creators, real events, and the energy of lived experience. Human connection, atmosphere, and the physical world of the experience economy.
✏️ Use Illustration When
Explaining the AI layer, agentic workflows, or abstract product concepts like the "Digital Workforce." Illustration handles complexity without making it feel cold.
Content Playbooks
Social Media
Platform-specific tone, format guides, caption templates, and content pillars for Easol's owned social channels.
LinkedIn
Instagram
LinkedIn — The primary B2B channel
Where we win credibility with experience economy operators, investors, and the broader creator class. Thought leadership over promotion. Conversation over broadcast.
Tone on LinkedIn
✅ What Works
→ Strong opening hook — one line that stops the scroll
→ Short paragraphs (1–2 sentences max)
→ A clear perspective or point of view
→ End with a question or provocation, not just a CTA
→ Creator stories and real use cases
🚫 What to Avoid
→ "Excited to announce" and "thrilled to share"
→ Generic industry takes without an Easol lens
→ Product screenshots without context or story
→ Overly formal language
→ Walls of text with no line breaks
Caption Formula
Hook: One sentence that stops the scroll. Usually a provocation, stat, or bold observation.
[blank line]
Context: 2–3 short sentences setting up the problem or shift.
[blank line]
Insight: The Easol take. What we see. Why it matters.
[blank line]
Call to action (optional): A question, a link, or an invitation to the conversation.
Content Pillars
Category Building
The experience economy as a movement. Why it matters, where it's going.
Creator Stories
Real creators, real wins. Spotlight the community we serve.
AI & the Workforce
The shift from tools to teams. What AI actually means for experience operators.
Product Truth
Showing the product doing real work — no feature dumps.
Founder Voice
Ben and Lisa's point of view. Opinion, vision, honest takes.
Behind the Brand
How we work, what we believe, who we are as a team.
Instagram — The community and culture channel
Where we celebrate creators, the experience world, and the brand's visual identity. Warmer, more human, more visual than LinkedIn.
✅ What Works
→ Beautiful imagery of real experiences: crowds, landscapes, moments
→ Short, punchy captions — 1–3 sentences max for the hook
→ Creator-focused storytelling, not product promotion
→ Behind-the-scenes: events, team, creators we work with
→ Community celebration: milestones, creator wins
🚫 What to Avoid
→ UI screenshots or product-heavy posts
→ Overly salesy or B2B language
→ Generic stock photography
→ Hashtag stuffing (5–8 relevant hashtags max)
Caption Formula
First line: Arresting visual hook or creator quote.
[blank line]
1–2 lines of story or context.
[blank line]
Soft CTA: "Link in bio" / "Meet [creator]" / "Full story →"
[blank line]
#hashtags (5–8 max, specific to experience type + brand)
Content Playbooks
Sales & Pitching
Core product messaging, pitch deck rules, and the stat library for the sales and marketing teams.
Core Product Messages
"The all-in-one platform and AI digital workforce to grow your experience business on your terms."
Primary Message
Easol is the AI-native operating system for the experience economy — not a ticketing tool, but a full digital workforce that grows your business on your terms.
For Sceptics
Most creators are one bad season away from burning out on admin. Easol gives them a team that never sleeps, never misses a follow-up, and knows their audience as well as they do.
The AI Angle
Your AI workforce handles the operational grind — outreach, personalisation, churn prediction, pricing — so you can focus on the thing that actually fills your venues: the experience itself.
vs. Legacy Tools
Legacy ticketing tools were built to take a cut and stay out of the way. We were built to grow with you — which is why creators on Easol don't just sell tickets, they build audiences.
Stat Library
Use these in outreach emails, pitch decks, and social content. Always verify current figures with Adriana before publishing.
$8.4T
Global experience economy value
Industry research, 2025
78%
Creators say admin eats into craft time
Easol creator survey
32%
More repeat bookings for creators on Easol
Platform data, 2025
12hrs
Average hours saved per week using Easol AI
Creator benchmark study
3×
Revenue growth for creators in year 2
Cohort analysis, 2025
94%
Creator retention rate on Easol
Platform data, 2025
⚠️ Placeholder data — confirm all stats with Adriana before external use.
Pitch Deck Rules
✅ Lead with the creator problem. Make them feel seen before you show anything.
✅ Use "AI Digital Workforce" and "System of Agency" — not "AI tools" or "automation".
✅ Show social proof with real creator stories. Names, events, outcomes.
✅ Include a slide on the scale of the opportunity — the experience economy is a category, not a niche.
✅ Visual style: warm, editorial, dark backgrounds for impact slides. Match the brand guidelines.
🚫 Never lead with features. Never use the word "ticketing" in slide 1–3.
🚫 Don't use cold, corporate stock imagery. Experience = real people, real energy.
🚫 Don't let the design drift from the Easol visual system — if in doubt, check the Visual Identity section.
Outreach Email Template
Subject: [Their event name] deserves a team, not a tool.
Hi [Name],
I've been following what you're building — the kind of [experience type] that genuinely has people talking.
Here's what I keep seeing with creators at your stage: the event is world-class, but the back-end is held together with spreadsheets, three tools that don't talk to each other, and a lot of manual chasing before every launch.
Easol was built to fix exactly that. Not as another ticketing system to manage — as an AI-powered team that handles the operational grind so you can focus on what you're actually good at.
I'd love to show you what this looks like in practice for [their vertical]. 30 minutes?
[Signature]
AI Tools — Demo
AI Brand Co-Pilot
Your brand advisor, available 24/7. Paste draft copy to get a brand health check and rewrite, or generate fresh on-brand content from scratch. This is a working prototype of what the full tool would do.
✨ What this will become
The full AI Co-Pilot will be trained on all Easol brand guides and connected to your content systems. Teams drop in draft copy before it goes out — and get instant, specific feedback against the brand, a score, and a suggested improvement. No more "can you review this?" messages to the brand team.
🔍 Brand Reviewer
✍️ Content Generator
Paste any draft copy below — outreach email, social post, pitch slide, product description — and the AI will check it against Easol's brand guidelines.
Choose what you need and give a brief. The AI will generate on-brand copy in Easol's voice.
How the full tool would work
📥
1. Input copy
Any team member pastes their draft. Email, social post, deck slide, press release — anything.
🧠
2. AI analysis
The model checks the copy against all brand guidelines — tone, language rules, positioning, visual context.
✅
3. Brand-safe output
Instant score, specific feedback, and a suggested rewrite. No waiting for a brand review.