Primary Colors
Neutral Colors
The neutral gray palette has been developed to provide shades of equidistant decreasing value of 10 from Gray 90. These shades are primarily used by the design team for use in website UI.
Gray 90
Gray 80
Gray 70
Gray 60
Gray 50
Gray 40
Gray 30
Gray 20
Gray 10
Gray 5
Secondary Colors
Secondary colors can be used in infographics, diagrams and charts where an extended color palette is needed.
Dark Pink
Burgundy
Purple
Gold
Orange
Peach
Forest Green
Mint
Aqua
Navy
Ocean
Mid Blue
Violet
Brown
Champagne
Copper
Color Usage
The following diagram should be used as a guide for the balance of brand colors in layouts. Black and white should be used for layout backgrounds. Blue is main brand accent color, followed by green, and to a smaller extent, pink.
Color Usage Don'ts
Do not use solid blue, pink or green as background colors in layouts
Do not use pink or green for text
Do not create large pink shapes which can distract from the design
Gradients
Circle gradients are used in the HackerOne brand.The brand pink and blue are used
Pink and blue gradient on black background

HackerOne Pink #F922A3
75% Opacity
HackerOne Blue #1832FE
75% Opacity
Only blue gradient is used on white background

HackerOne Pink #1832FE
15% Opacity
Examples in use
Only blue gradient is used on white background

Only blue gradient is used on white background

Below are the links to branded content templates for HackerOne.
Data Sheets

Case Studies

White Papers

Solutions Brief

Business Cards

Custom Icons
Below are the custom icons used by HackerOne. Custom Icons can be used to represent a more complex idea or abstract concept that is outside the standard icon library.
Gradient icons can be used in stand alone situations where icons are not paired with Google Material icons or in diagrams. One-color icons should be used in diagrams or when closely paired with Google Material icons.
Standard Icon Library
HackerOne uses icons from Google Material Library. The outline icon set should be used for HackerOne brand.
Diagrams
HackerOne diagrams are used to clearly explain our platform and process. When building a diagram, utilize the Google Material iconography library and the custom icons created for HackerOne programs. Consistency should be maintained in the line weight and box colors. The secondary color palette should be used for more complicated charts and graphs. Pink should be used sparingly and intentionally to represent HackerOne and call attention to important HackerOne processes.
MANAGEMENT
- Use HackerOne insights to
benchmark results against post tests
and industry peers - Improve by improving vulnerabilities
from scanners and VRM systems
into HackerOne platform to triage and remediate





Wordmark Usage
The wordmark, also known as the logotype, is the primary mark that should be used. The wordmark should always be surrounded by clear space that is equal to the x-height of the lower case letter forms in the wordmark (shown).


Logo Use
The wordmark and logo can be shown in black or white. Other colors, with the few exceptions noted below for the logo, are not permitted. The logo, also known as the glyph, should be used in situations where the wordmark is too large, e.g., a web favicon or bookmark. It can also be used as an accent where the wordmark is also used. It should not be used on its own in other situations as people outside the company likely do not know what it stands for. The logo should always be surrounded by clear space that is equal to the x-height of the lower case letter forms in the wordmark (shown).
The H1 mark should only be placed in a square shape. No other shapes (circle, rectangle, triangle, etc.) are used to contain the H1 mark.




Wordmark and Logo Colors
The wordmark and logo can be shown in black or white. Other colors, with the few exceptions noted below for the logo, are not permitted.


Special Event Exceptions
To support certain community causes, the logo may be shown in pink (Breast Cancer Awareness), rainbow (Pride), and African flag (Juneteenth).

Breast Cancer Awareness

Pride

Juneteenth
Wordmark and Logo Misuse






Co-branding Guideline




Partner Co-branding
When showing HackerOne with a partner brand, both logos should have equal sizing. Be sure to keep enough white space around each logo to ensure that they read individually. The order of the logos will depend on the partnership and should be determined on a case-by-case basis.



HackerOne Description
HackerOne was started by hackers and security leaders who are driven by a passion to make the internet safer. Our platform is the industry standard for ethical hacking solutions. We partner with the global hacker community to surface the most relevant security issues of our customers before they can be exploited by criminals. HackerOne is headquartered in San Francisco with offices in London, and the Netherlands. Investors include Benchmark, New Enterprise Associates, Dragoneer Investments, and EQT Ventures.
HackerOne Boilerplate
HackerOne closes the security gap between what organizations own and what they can protect. HackerOne's Attack Resistance Management blends the security expertise of ethical hackers with asset discovery, continuous assessment, and process enhancement to find and close gaps in the ever-evolving digital attack surface. This approach enables organizations to transform their business while staying ahead of threats. Customers include Citrix, Coinbase, Costa Coffee, General Motors, GitHub, Goldman Sachs, Google, Hyatt, Microsoft, PayPal, Singapore’s Ministry of Defense, Slack, the U.S. Department of Defense, and Yahoo. In 2021, HackerOne was named as a ‘brand that matters’ by Fast Company.
- On the first use, write HackerOne Product Name. Examples: HackerOne Response, HackerOne Bounty, HackerOne Assessments: Application Pentest for AWS
- On the second use, write capitalized product names. Examples: Response, Bounty, Application Pentest for AWA
- Do not use internal abbreviations like H1R, H1B.
- When referring to a bug bounty program, do not capitalize Bug Bounty.
- When referring to a VDP, do capitalize the Vulnerability Disclosure Program.
Hackers are doing the world a service. We stand by the majority of them hacking for good.
- In the first introduction, you may write "ethical hacker" or "ethical hacking." For subsequent mentions, write "hacker" or "hacking."
- Use the term "security researchers" in government content as required or further explain hackers, such as "hackers, also known as security researchers."
- Avoid the use of "white hat" or "black hat" to describe hacking. These terms are racially inappropriate, and "white hat" is not distinct from ethical hacking. Also, avoid "finders" as this is also not distinct from ethical hacking.
Human-Centered Photography
Human-centered photography should be diverse, personal, dynamic, and natural. Hacker events, active hacking, and HackerOne employees, are a foundation for visualizing the HackerOne brand, as hackers are essential to all we do.



Duotone Image Treatment
Convert image to black and white and apply a duotone filter using the 3 main colors in the palette as shown below.




Glitch Overlay Image Treatment - Blog
An Overlay glitch texture can be applied to the duotone imagery.



Pixel Square Usage
The pixel squares are a design element that is used to frame and compliment HackerOne photography, product shots and illustrations. The pixel squares should not be used as a standalone design element or used to create layouts that are dominant with the pixel shape. Exceptions to this rule are only for special campaigns (FOMO, CISO).



Pixel squares should not dominate over other creative elements.
Hacker Profile Treatment
Hacker profiles should be converted to black and white and placed in a circle frame. Pixel squares may be used as additional framing design elements.

Product Shots
Realistic product shots can be isolated to highlight key features. Always use high-fidelity photos or vector recreations of product screenshots so that text remains legible.


Grid System
When creating layouts, a grid system can be overlayed on images to align a layout and frame images.


Eyebrow
Headlines

Body

Body
Code Snippets
**This text is bold**
~~This text is deleted~~
==This text is highlighted==
Statistics Text
Alternate Fonts
Text Color
Typography Misuse
Pink text should be reserved for text CTAs and inline hyperlinks.
General Blog Guidance
Blog images should not have any text. Avoid solid white or solid black background fills. Gradient glows can be used to distinguish blog images frame edges from white and black backgrounds.
Duotone Image Treatment
Convert image to black and white and apply a duotone filter using the 3 main colors in the palette as shown below.




Glitch Overlay Image Treatment - Blog
An Overlay glitch texture can be applied to the duotone imagery.



Asset Treatment
For blog posts that highlight a downloadable asset, use the following template.
Apply dropshadow to asset. X:4, Y:4, Blur: 10, Black Opacity: 25%. (Note: dropshadow should be adjusted appropriatly for smaller scales.)








Photo Guidelines for Blog Categories
Technical
Select imagery for technical blog posts that strongly relates to the topic and technology.


Hacker-Focused
Human-centered imagery should be selected for topics related to ethical hackers.


Thought Leadership
Human-centered imagery related to collaboration or HackerOne events should be selected for thought leadership posts.

Author and Interview Treatment
For blog posts that highlight an individual, convert portrait images to duotone and place within circle frame.



Export Sizes
























Email Headers
Email graphics should follow the HackerOne brand guidelines for color and typography. Email copy should follow the established guidelines in the writing section. Use sentence case for email marketing. This includes the content for these (subject lines, subheads, etc.) and for the graphics.




Landing Pages
To be determined
Banner Ads
Banner ads should follow the HackerOne brand guidelines for color and typography. Banner ad copy should follow the established guidelines in the writing section. Use sentence case for advertising. This includes the content for these (subject lines, subheads, etc.) and for the graphics.













1. HackerOne Brand Persona
The HackerOne Brand Persona or Archetype is a Magician first, Engineer second. Brand archetypes elevate brands in crowded marketplaces and help align communication, tone, style, and content.
- A Magician craves transformation and transparency, seeks to change people, organizations, and the world, and cares about who you are and what you value.
- An Engineer solves problems, is results-oriented, and converts creative energy into practical expression.
- Similar brands in this category include Tesla, Dyson, and Stripe.
2. HackerOne Brand Voice
The HackerOne Brand Voice is human, collaborative, realistic, and a catalyst for change. What does that mean for content?
- We write clearly and directly using approachable language
- We avoid the use of jargon
- We are concise
- Our voice is that of a collaborative partner
- We marry human creativity and technological innovation
- We present practical, forward-thinking solutions
3. HackerOne Brand Tone Spectrum
When we write content, we always use the HackerOne overall brand voice of Magician, Engineer second, but the tone of each piece of content falls on a spectrum.
- We write clearly and directly using approachable language
- We avoid the use of jargon
- We are concise
- Our voice is that of a collaborative partner
- We marry human creativity and technological innovation
- We present practical, forward-thinking solutions
Documentation examples:
Deploying applications in the cloud gives you unprecedented flexibility—and unprecedented exposure to security threats that can hinder innovation. But risk reduction and product timelines don’t have to be at odds. By implementing a few key strategies, your team can identify and fix security vulnerabilities before they’re exploited—and keep your business humming along.
In this cloud security roundtable, you’ll learn:
1. Key measures every cloud-centric company should take to protect their attack surface
2. The most effective ways to uncover hard-to-find vulnerabilities
3. How ethical hackers help cloud-native companies remediate thousands of weaknesses each year
4. How transparency about your security measures builds public trust
Organizations spend over half a trillion annually investing in API integrations. We are releasing a brand new CTF level on #hacker101 tomorrow with a focus on API hacking! What are some of your favorite API hacking resources, tools, or tricks? Let us know in the replies!
The complete Magician writes advertising content.
The 2021 Hacker Report is now available! Download the report and understand hacker motivations, development, and the outlook for the future.
4. HackerOne Messaging
The HackerOne Brand Voice is human, collaborative, realistic, and a catalyst for change. What does that mean for content?
- HackerOne is the most trusted ethical hacking platform.
HackerOne sets the industry standard for ethical hacking solution. The world’s biggest organizations trust HackerOne to keep their security programs at the forefront. - HackerOne connects you directly to the hacker. HackerOne’s hacker community is the largest and most diverse in the world. Ours is the only platform that gives you direct access to hackers.
- HackerOne has an all-in-one platform. Our continuous testing platform can help mitigate security risks by allowing you to test systematically at each level of the Software Development Lifecycle (SDLC). Increase visibility, reduce risk, and manage security costs with our all-in-one platform.
- HackerOne is a long-term and trusted partner. HackerOne collaborates with partners to deliver seamless integration, tailored program development, and scalability, ensuring maximum security and business impact.
- HackerOne is mission-driven. Our solutions empower the world to build a safer internet.
5. HackerOne Description and Company Boilerplate
HackerOne Description
HackerOne was started by hackers and security leaders who are driven by a passion to make the internet safer. Our platform is the industry standard for ethical hacking solutions. We partner with the global hacker community to surface the most relevant security issues of our customers before they can be exploited by criminals. HackerOne is headquartered in San Francisco with offices in London, and the Netherlands. Investors include Benchmark, New Enterprise Associates, Dragoneer Investments, and EQT Ventures.
HackerOne Boilerplate
HackerOne closes the security gap between what organizations own and what they can protect. HackerOne's Attack Resistance Management blends the security expertise of ethical hackers with asset discovery, continuous assessment, and process enhancement to find and close gaps in the ever-evolving digital attack surface. This approach enables organizations to transform their business while staying ahead of threats. Customers include The U.S. Department of Defense, Dropbox, General Motors, GitHub, Goldman Sachs, Google, Hyatt, Lufthansa, Microsoft, MINDEF Singapore, Nintendo, PayPal, Slack, Starbucks, Twitter, and Yahoo. In 2021, HackerOne was named as a ‘brand that matters’ by Fast Company.
6. Official Writing Style Guides
AP StyleBook
At HackerOne, we follow the AP StyleBook with one exception. We always use the Oxford comma.
What is the Oxford comma, and how do I use it? The Oxford comma is a comma used before the final conjunction in a list of three or more items. When you write a list, you naturally include commas to separate each item, but an Oxford comma is when you also put a comma before the "and [Final Item]."
- Without Oxford comma: "Today's security teams need increased visibility, expertise and scalability to succeed in a digital transformation." (This makes it sound like expertise and scalability are linked together.)
- With Oxford comma: "Today's security teams need increased visibility, expertise, and scalability to succeed in a digital transformation." (This shows that there are three different needs for security teams.)
- You use the Oxford comma similarly in lists in which the conjunction is the word "or."
Spelling
We use the online Merriam-Webster dictionary for questions of spelling. Use the first spelling presented, and note that word presentations in the dictionary supersede the AP Stylebook.
7. Active Voice and Point of View
Active Voice
Write in an active voice whenever possible. Note: there is no connection between active/passive and brand voice.
- When using active voice, the sentence's subject acts.
- An ethical hacking platform helps mitigate customer risk.
- When using passive voice, an action is applied retroactively to the subject.
- Customer risk can be mitigated by an ethical hacking platform.
Active voice is more fluid and confident, while passive voice is more formal, but most importantly, is also less trustworthy and powerful.
Point of View
Write in the second person plural POV except in formal pieces like press releases. In the second person plural, the speaker addresses the reader directly (you).
You can improve your security posture with ethical hacking solutions.
8. Tense
Tenses tell readers when something will occur or when it happened in the past.
The present tense is an unchanging, repeated, or recurring action that exists right now. Simple present is the preferred use of present tense. It uses the fewest words and is best for crafting clear and concise messaging.
- Simple present tense: Bad actors capitalize on modern development processes.
- Simple past tense:Our recent roundtable took a closer look at digital transformation cybersecurity challenges.
- Future tense expresses an action that occurs in the future. Avoid writing in this tense when creating customer-facing content.
9. General Dos and Don’ts
Product Names
- On the first use, write HackerOne Product Name. Examples: HackerOne Response, HackerOne Bounty, HackerOne Assessments: Application Pentest for AWS
- On the second use, write capitalized product names. Examples: Response, Bounty, Application Pentest for AWA
- Do not use internal abbreviations like H1R, H1B.
- When referring to a bug bounty program, do not capitalize Bug Bounty.
- When referring to a VDP, do capitalize the Vulnerability Disclosure Program.
When writing content that includes code snippets, use our Mono font in 10 point. Follow the instructions in this document.
Hackers are doing the world a service. We stand by the majority of them hacking for good.
- In the first introduction, you may write "ethical hacker" or "ethical hacking." For subsequent mentions, write "hacker" or "hacking."
- Use the term "security researchers" in government content as required or further explain hackers, such as "hackers, also known as security researchers."
- Avoid the use of "white hat" or "black hat" to describe hacking. These terms are racially inappropriate, and “white hat” is not distinct from ethical hacking. Also, avoid "finders" as this is also not distinct from ethical hacking.
Abbreviations and Acronyms
Caps and Periods - Use periods in most two-letter abbreviations: U.S., U.N., U.K. Note: EU does not have a period. In headlines, do not use periods in abbreviations unless required for clarity.
With Dates or Numerals - Use the abbreviations A.D., B.C., a.m., p.m.,
- For example: In 450 B.C., at 9:30 a.m.
Acronyms - Always write out the first instance and put the acronym in parentheses. Subsequent mentions can be the acronym only.
- Example: Vulnerability Disclosure Programs (VDPs) help mitigate risk. Your organization can implement a VDP at any time.
Avoid acronyms in headlines and titles.
Headlines, Captions, and Capitalization
Headlines, subheadings, and captions help tell the story and represent the key concepts and supporting ideas in the content. They visually convey levels of importance and guide readers to distinguish the main points from the rest.
Captions should explain to the reader what they are seeing and why it is important. What conclusions can they draw? Captions must add to the understanding of the content.
- Do not write: "Figure 1 Hacker Types"
- Do write: "Figure 1 Shows Hacker Bounties by Industry"
Headlines in content—use title caps, for example: How Bug Bounty Programs Help Mitigate Risk (this also applies to slide decks)
Subheads in content—use title caps for content (we do not do this in slide decks)
Other capitalizations—use title caps for slide decks, blog posts, eBooks, and other downloadable content. This includes graphics for this content. Use sentence caps for website heroes and headings, email marketing, advertising, and social media. This includes the content for these (subject lines, subheads, etc.) and for the graphics.
The use of sentence caps generally conveys a modern style, while title caps are industry-standard formatting in certain types of content. Figure 1 below shows a blog post graphic with title caps and Figure 2 shows the same graphic for use in social media with sentence caps.


Do not capitalize nouns like "program" unless the word is at the beginning of a sentence.
10. Words to Avoid
Avoid the use of hyperbole. Hyperbole is an extreme exaggeration Example: I'm so hungry I could eat a horse. We also avoid the use of exaggerated language like "drastically," "whopping," etc.
- 360-degree view - this is jargon. Be clear and concise with something like: "See everything you need to know," or "comprehensive view."
- Agile - unless describing an agile development
- Best
- Best-in-class
- Company/companies - use organization/s
- Criminals - when referring to bad actors say "cybercriminals" or "cybercrime"
- Cutting-edge
- Easy-to-use
- Empower
- Enable
- Holistic (use comprehensive)
- Huge (use significant or considerable)
- Incenting (use incentivizing)
- Most (unless data can support it)
- Market-leading (unless data can support it)
- Patent-pending (unless discussing the state of our patent. Do not use when you can’t think of another benefit for a feature or technology)
- Posture
- Powerful (as a modifier)
- Real-time
- Robust
- Seamless
- Single pane of glass (dated as we all use multiple devices)
- Sports metaphors (use sparingly if at all and avoid U.S. centric examples)
- Streamlined
- Unprecedented
11. Words and Terms We Use
- cybersecurity NOT cyber security
- cyberattack NOT cyber attack
- organization NOT company
- hacker-powered NOT hacker powered
- internet NOT Internet
- eBook NOT ebook or e-book
- e-commerce NOT ecommerce (capitalized at the beginning of a sentence only)
- pentest and pentesting as one word NOT pen test or pen testing
- cybercriminal, bad actor, or malicious actor NOT criminal
12. Citing Stats and Using Hyperlinks
When creating customer-facing content like blog posts, you may cite statistics to build credibility, emphasize a point, or otherwise share important information. Always cite your sources.
- When citing from a study or report (find reputable sources), use the source’s name in your content.
- When mentioning or referencing the source or using an article’s data to inform your content, it is acceptable to hyperlink the mention.
13. Trademarks
When mentioning vendors or partners or their products, be sure to include trademarks and registered trademarks as per their guidelines.
Organizations use the trademark symbol ™ when they haven’t registered with the United States Patent and Trademark Office (USPTO). They have common law protections only. Registered trademarks are USPTO registered and prevent anyone else from using your name or logo.
For a trademark symbol, type "option 2" to get ™. Confirm it’s superscript (this is automatic with ™) with Format, Text, Superscript and resize so the symbol is not the same size as the text font. It should look like this: Android ™
For a registered trademark symbol, type "option r" to get ®. Resize so it’s not the same size as the text font with Format, Text, Superscript, and resize. It should look like this: Microsoft ®
Examples of common trademarks or registered trademarks we use are: Windows ®, Microsoft ®, MacOS ®, iOS ®, Google™, AWS ®, Jira ®, GitHub ®, GitLab ®, PagerDuty ®, Slack ®
14. Numbers, Symbols, and Miscellaneous
Numbers
Always write out the numbers one through ten. Write numbers above ten as numerals.
When you begin a sentence with a number, write out the number.
When writing decimals, write the numeral, even if it is below ten, to ensure clarity and accuracy.
When writing percentages, use numerals and the percentage sign except at the beginning of a sentence.
Use of Ampersands
Use the word "and" rather than an ampersand (&) in headlines and titles. Only use ampersands when they are specifically branded by a partner, customer, or vendor. Example: Procter & Gamble. The ampersand is part of their brand.
Quotation Marks and Slashes
When using quotation marks, we use double quotation marks. Use single quotation marks for a quote within a quote. You are not likely to need single quotation marks.
Don’t use slashes as in "and/or."
- Don’t say: I can upvote an answer that satisfies me and/or mark it as accepted.
- Do say: I can either upvote an answer that satisfies me, mark it as accepted, or both.
Spacing After a Period - it is no longer common practice to put two spaces after a period. Use only one space after a period.
Em Dash, En Dash, and Hyphens
There are two types of dashes. The en dash is approximately the length of the letter n, and the em dash the length of the letter m.
- The shorter en dash (–) is used to mark ranges.
- The longer em dash (—) is used to separate extra information or mark a break in a sentence.
The en dash can be used in the same way as an em dash; in this case, it requires a space on either side. At HackerOne, we use the em dash only for consistency.
Make sure not to confuse dashes with shorter hyphens (-), which are used to combine words (as in well-behaved or long-running). Do not use a hyphen in place of a dash.
- Em dashes are used in pairs to mark additional information that is not essential to understand the sentence. They function similarly to parentheses or commas. Don’t put a space on either side of an em dash.
- Em dashes are used to mark a break in a sentence in place of a semicolon or colon for emphasis. Use them infrequently this way in academic writing.
- En dashes indicate a range of numbers or time span and can represent "to" or "through."
- Use hyphens mainly to link words (or parts of words). They most commonly appear with compound adjectives, phrasal verbs being used as nouns, and after some prefixes.
- Use when compound adjectives modify nouns.
- Example: HackerOne is a fast-paced technology company.
- Use only when phrasal verbs are used as nouns.
- DON’T USE: A bad actor tried to break in.
- USE: There was a break-in of their server.
- Use when compound adjectives modify nouns.
- Use them with prefixes that come before a capital letter, numeral, or date.
- They reported vulnerabilities pre-VDP.
Main Form - Dark
Main Form - Light
Checkboxes
Radio Buttons
Forms
Blog Tiles
Desktop - Non-white background
Tile background is white

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In hac habitasse platea dictumst. Ut quis ornare ligula, vehicula volutpat eros. Phasellus tincidunt elit sit amet.

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Desktop - white background
Tile is outlined with stroke

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In hac habitasse platea dictumst. Ut quis ornare ligula, vehicula volutpat eros. Phasellus tincidunt elit sit amet.

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Mobile - Non-white background
Tile background is white

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Lorem ipsum dolor sit amet consectetur adipiscing.
In hac habitasse platea dictumst. Ut quis ornare ligula, vehicula volutpat eros. Phasellus tincidunt elit sit amet.
Mobile - white background
Tile is outlined with stroke

Lorem ipsum dolor sit amet consectetur adipiscing.
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Email Signup Tile
Cards

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Social Media Headers
Social media header copy should always be Poppins Bold and formatted in sentence case.
Social Cards
Use sentence caps for social media. This includes the content for these (subject lines, subheads, etc.,) and for the graphics..
Blog Posts
Social media promoting blog posts should always have headlines formatted in sentence case.
Social Card 1200x627
Social Card 800x800
Webinar Promotion
Event Promotion
Event promotion should follow the visual brand guidelines of the event. Copy and CTA treatment should follow the HackerOne brand style guidelines.
Community
Social posts for the community can be more flexible in themes but consistent in fonts and colors of the HackerOne brand.
Voice
All platforms are consistent with the brand voice but lean more towards the Magician persona for all social content.
Twitter, Instagram, YouTube
Voice: Casual, witty, passionate, knowledgeable
LinkedIn
Professional, knowledgeable