Logo system — five approved lockups
Download full pack →
Clear space rules: Keep clear space equal to the height of the mark icon around all sides. Minimum size: 24px digital, 12mm print. Never recolour, rotate, or recompose the mark. For "Aspire Inside" intranet sub-brand use, see sub-brand guidance →
Colour system — canonical palette · click to copy hex
Full guidelines →
Primary palette
Click to copy
Navy
#202D63 · RGB 32 45 99
Primary brand colour · institutional voice · body text in print
Click to copy
Cyan
#199CD8 · RGB 25 156 216
Action colour · links · interactive states · accents
Click to copy
Amber
#FFD300 · RGB 255 211 0
Highlight colour · pinned items · key CTAs · sparingly
Secondary palette
Click to copy
Amber dark
#F7A200 · RGB 247 162 0
Hover state for amber · attention without alarm
Click to copy
Dark grey
#3E3C3B · RGB 62 60 59
Body copy · neutral text · long-form reading
Click to copy
Light blue
#E8F5FB · RGB 232 245 251
Background tints · cards · soft surfaces · pull-quotes
Usage proportion: Navy 60% · Cyan 25% · Amber 8% · neutrals as needed. Amber is highlight, not background — never large flat fields. Source of truth: Navigator sign-in page (canonical).
Typography — Word/print & digital
Type-scale ref →
H1 / Heading 1
Independent intelligence for the CCM-to-CXM market.
Used in: Word documents · MTRs · SOWs · proposals · handbook section heads
H2 / Heading 2
Why our independence matters
Sub-section headings within Word docs and reports
Body
Aspire CCS exists to guide organisations through one of the most consequential transformations in enterprise technology — the shift from Customer Communications Management to Customer Experience Management. We do this by combining independent research and analyst expertise with scalable intelligence products and deep vertical knowledge.
Standard reading text across all Word output · 1.4 line height
Table header
Geography · Pay date · Currency · Provider
Used in benefits schedules · contact directories · structured comparison tables
Word theme + digital pairing. Aptos is our Word/print body family — humanist, neutral, readable at length. Digital surfaces (intranet, Navigator, aspireintelligence.com) use Fraunces (display serif) paired with IBM Plex Sans (body) — both Google Fonts, both load on the SharePoint master page.
Templates library — branded files ready to use
All templates →
PowerPoint
Aspire PPT Master
Approved master with title, agenda, content, divider and end slides. Brandkit applied.
v2026.1
Live
Word
Word document template
Letterhead, heading hierarchy, table styles, footnotes. Used for MTRs, SOWs, MRGs.
v2026.1
Live
Excel
Excel workbook template
Branded cell styles, chart palette, and the Global Expense Form layout.
v2026.0
In progress
Canva
Social & marketing kit
LinkedIn posts, webinar covers, MTR teaser cards. Brandkit imposed.
v2026.0
In progress
Email
Email signature
Standard HTML block with name, role, entity, phone, Leaderboard link.
v2026.1
Live
PDF
SlideHub library
Centrally-managed PPT deck library by category — agreement with vendor in progress.
Q2 2026
Pending
Heads up — OKR 6 in flight. Standard templates across PPT/Word/Excel/Canva are 80% complete (brandkit application in progress). SlideHub library management with vendor under discussion. Lead: Martin Pack & Marleen de Wildt.
Tone of voice — how we sound
Full voice guide →
Independent
Call it as we see it — never for sale
Expert
Specialist depth, not generalist gloss
Collaborative
One global team thinking together
Direct
No hedging, no overclaiming
Curious
Fresh angles, challenged assumptions
✓ We say
UK insurers will need to consolidate their CCM stack by 2027 — or carry the cost of duplicated platforms.
The evidence points one way: customer experience leaders invest 2.3x more in journey orchestration than laggards.
We disagree with Gartner's positioning on this — and here's the data.
This vendor's strength is also its constraint.
✗ We don't say
Many insurers are exploring options that may potentially lead to consolidation, although timing varies.
Industry leaders tend to focus on customer experience initiatives.
It's complicated and there are many perspectives to consider.
This vendor is a leader in the space.
Analyst voice vs Aspire voice. Vendor analyst statements (Leaderboard profiles, MTR vendor sections) use third-person, neutral tone as a methodological standard. Aspire-as-firm content (thought leadership, blogs, marketing) uses first-person collective — "we" — and our point of view shows. Don't mix the two within a single piece.
IP frameworks — our four canonical assets
IP register →
FRAMEWORK · 01
Aspire Omnichannel Wheel
Eight-stage customer journey framework: Discover → Acquire → Onboard → Transact → Service → Inform → Retain → Advocate. v3.1 canonical.
Public (static) · Gated (interactive)
→
FRAMEWORK · 02
CCOM — Customer Communications Operating Model
The operating model that sits inside the wheel — describing how People, Process, Platform and Partner combine to deliver omnichannel customer communications at scale.
Gated · Navigator only
→
FRAMEWORK · 03
CCM Maturity Model
Nine-dimension × five-level operational benchmark scoring an organisation's CCM maturity across people, process, technology, governance and customer impact.
Public (overview) · Gated (assessment)
→
FRAMEWORK · 04
5 Stages of CXM Maturity™
Strategic evolution arc: CCM 1.0 → CCM 2.0 → CJM 1.0 → CJM 2.0 → CXM. The journey our clients take from communications management to true experience orchestration.
Public (framework) · Gated (positioning)
→
Design principle (locked). All framework assets on the marketing site are interactive (hover, click, reveal). Static versions exist for decks and PDFs only. Marketing-site versions are tasteful; Navigator-gated versions are full interactive analysis. Never mix the two contexts.