Social Media Brand System

Tusi Brand Guide

Tone, voice, color, typography — everything you need to show up consistently across Instagram and LinkedIn.

01

Brand Personality

Tusi is the smart friend who makes school feel possible. Not a textbook. Not a teacher. A companion that speaks your language — whether you're a curious 12-year-old or a parent deciding where to invest your trust.

The brand sits at the intersection of Cosmic Scholar (aspirational, forward-thinking) and Playful Lab (energetic, student-first) — serious enough for parents, fun enough for kids.

🚀

Ambitious

We believe every student can love learning. Big vision, said simply.

🎮

Playful

Learning should feel like a game. Rewards, streaks, competition.

🛡️

Trustworthy

No ads. No distractions. Parents can hand it over with confidence.

🤝

Community

Learning is better together. Classes, competition, real bonds.

🇦🇿

Local

Built in Azerbaijan, for Azerbaijan. Proud, specific, real.

⚡

Focused

Fast, clean, no noise. Respects the student's attention.

02

Tone of Voice

Platform Mode

📸 Instagram
Energetic Punchy Playful Direct Relatable
"Dərs oxumaq sıxıcıdır? Yalnız Tusi ilə deyil 🔥 Xal qazan, dostlarınla yarış, bilik topla."

Platform Mode

💼 LinkedIn
Credible Thoughtful Visionary Data-backed Warm
"Şagirdlərin 78%-i dərsləri maraqlı tapmır. Biz bu rəqəmi sıfırlamaq üçün Tusi-ni qurduq — Azərbaycanda ilk gamified təhsil platforması."

Universal Voice Rules — Always True

Speak, don't lecture
Write like you're talking to a smart friend, not filing a report.
Show, don't just tell
Every claim needs a visual, a number, or a real example behind it.
End with energy
Every post should leave the reader wanting to tap, share, or comment.
03

Color System

Primary Palette

Space Navy
#0B0F2E
Primary background — all posts
Core Indigo
#4338CA
Buttons, highlights, logo frames
Electric Teal
#0EA5E9
Accents, progress bars, dividers
Star Gold
#FCD34D
Rewards, CTA text, achievements

Functional Colors

Energy Coral
#F43F5E
Urgency, "limited", excitement posts
Success Mint
#10B981
Correct answers, growth, milestones
Cloud White
#F8FAFC
Primary text on dark backgrounds
Card Surface
#1E2A3B
Card backgrounds, secondary surfaces

Color Usage Rules

60% — Navy / Dark surface backgrounds
25% — Indigo + Teal for main elements
15% — Gold, Coral, Mint as accents only
04

Typography

Display / Headlines — LinkedIn & Serious Posts
Sora
Font: Sora · Weight: 700–800 · Free on Google Fonts
Geometric, precise, futuristic. Use for stat posts, founder content, professional headlines. Feels intelligent without being cold.
Display / Headlines — Instagram & Student-Facing
Nunito
Font: Nunito · Weight: 800–900 · Free on Google Fonts
Rounded, bubbly, approachable. Use for gamification posts, reels text, youth-facing stories and carousels.

Type Scale & Usage

Hero / Stat
78%
Large bold numbers, single-stat posts
Headline
Tusi gəlir 🚀
Post titles, carousel headers
Body
Animasiyalı dərslər, reklamsız mühit
Sora Regular — captions, descriptions
Label / Tag
COMING SOON
Uppercase tags, category labels
05

Platform Modes

📸 Instagram Mode
Energetic · Visual-first · Shareable
Dark background + neon accents in every post
Nunito font for youth-facing content, big & bold
Emojis allowed — 1–3 max per post, strategic placement
Captions max 3 lines before "more" — hook in line 1
Stories: polls, sliders, countdowns every week
Reels: fast cuts, lo-fi/trap music, text overlays
Post ratio: 60% student content · 30% parent · 10% brand
💼 LinkedIn Mode
Credible · Data-led · Community-building
Sora font — clean, editorial, professional
Lead with a bold stat or counterintuitive insight
No emojis in headlines — use them sparingly in body only
Founder voice: personal, transparent, behind-the-scenes
Comparison tables (Traditional vs Tusi) perform well
Tag educators, school accounts, EdTech communities
Post ratio: 50% thought leadership · 30% product · 20% team
06

Visual Effects & Style

✨
Glassmorphism
Cards with frosted glass effect — backdrop blur + subtle white border. Use on feature highlights and stat cards.
🌌
Gradient Mesh
Soft indigo-to-teal gradient blobs in backgrounds. Never flat, never busy — atmospheric depth.
💫
Glow Effects
Gold/teal glow on achievement icons and CTA buttons. Signals reward and success — use on gamification content.
🎯
Bold Typography Posters
Single stat or quote, massive type, minimal decoration. Best for stat posts and quote graphics.
🧩
Icon + Color Blocks
Flat icons on colored tile backgrounds. Clean, scannable for carousels. Each slide one color accent.
🎬
Motion / Animation
Subtle floating elements, number count-ups, slide transitions. Keep it smooth — 300ms ease, never jarring.
07

Post Formulas

Instagram Caption Formula

🪝 Hook (1 line)
→
💡 Value / Story (2–3 lines)
→
⚡ CTA (1 line)
→
#Hashtags

LinkedIn Post Formula

📊 Bold Stat or Claim
→
🔍 Context / Problem
→
🏗️ Our Approach
→
💬 Invite Discussion
08

Do's & Don'ts

✓ Always Do
✓Use dark backgrounds — it's your signature look
✓Lead every post with the strongest line first
✓Show real UI/product screens in posts
✓Use numbers — "78%", "3 fənn", "500 şagird"
✓Keep the Tusi mascot/logo consistent in frame corner
✓Celebrate milestones publicly (beta users, test results)
✗ Never Do
✗White or light backgrounds — breaks brand identity
✗Generic stock photos of students or classrooms
✗More than 3 fonts in a single post
✗Overuse of 🎉🎊🥳 — feels cheap and desperate
✗Post without a visual — text-only performs poorly
✗Translate posts word-for-word between platforms
09

Hashtag Strategy

Brand (always use)

#TusiApp #Tusi #TusiAz #TusiilƏÖyrən

Content (rotate per post)

#EdTechAzerbaijan #Təhsil #ÖyrənməkEyləncəlidir #Məktəb #Gamification #Startup

Broad Reach

#Azərbaycan #EdTech #DigitalEducation #StartupLife #Innovation
💡 Instagram rule: 5–8 hashtags max (quality over quantity). Place them after 3 line breaks below caption, or in first comment. LinkedIn: 3–5 hashtags inline at the end of the post, no hashtag dump.
Tusi
Social Media Brand Guide · v1.0 · 2025
Built for Instagram × LinkedIn