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IBBE & Co

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Verbal Identity System

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Section 1: The Foundation

Purpose: to ensure we sound like a helpful human, not a corporation.

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1.1 Our Core Purpose

  • The Mission: we exist to make life simpler and education better by setting a standard that respects your time and potential.
  • The Audience: students (10–22) who want a clear path forward without the confusion.
  • The Vibe: elegant but warm. confident but approachable. a mentor who looks you in the eye and smiles.

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1.2 Brand Persona

  • The Archetype: the calm architect.
    • we design paths for others to walk. we are quiet because we are confident.
  • Three Pillars:
    • Natural: we speak like people. if you wouldn’t say it in a café, we don’t write it here.
    • Stark: we value white space. we say only what matters.
    • Uplifting: every interaction should leave the student feeling capable and calm.