Connect with Others · Belonging
The Everyman
“All are welcome here.”
Core desire
Connection with others; belonging.
Goal
To fit in and belong.
Deepest fear
Standing out, seeming elitist, being rejected.
Strategy
Develop ordinary solid virtues; keep the common touch.
Gift
Realism, empathy, zero pretense.
Shadow side
Losing yourself to fit in; cynicism; victim mentality.
How the Everyman speaks
Plain-spoken, friendly, folksy. 'We're all in this together.'
Sales voice
Neighbor's recommendation — fair price, no games, no upsell tricks.
"It's good, it's affordable, and it does what it says. That's it."
Informational voice
Plain English, no jargon, respects your time.
"Here's what you need to know, in one paragraph."
🔒 The full deep dive covers all four voices — sales, informational, marketing & advertising, and customer experience — with do/don't guidelines for each.
The look
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Palette: Denim blue, warm neutrals, friendly mid-tones; nothing precious.
Typography: Humanist sans-serifs; comfortable sizes; sentence case.
Imagery: Real homes, real hands, daylight, candid over posed.
Best fit: Everyday-use products, mid/low price points, anti-elitist positioning.
Brands that live here
Blends naturally with
Creates tension with
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