Our logotype has been designed using the Mulish Black, Mulish ExtraLight and Mulish Light fonts. In order to ensure brand style consistency, and increased brand recognition, use the fonts from the Mulish family for all our official and public-facing materials.
The complete Mulish font family is quite large, including many different weights, as well as a full complement of international characters. It is freely downloadable from the Google Fonts Library at:
Both the Bold and the Light fonts in the Mulish family are ideally suited for large headings. Keeping in style with our logotype, our brand defies grammatical convention and usually has sections headings set in all lowercase letters.
Mulish Bold font can be used for button labels, and minor sub-headings. For body text, use the light or regular weight fonts. Other weights, such as Extra Light, Semibold, and Medium can be used as needed for text elements that require special treatment, such as captions, table headings and graph labels.
We encourage you to use the major third typographic scale when choosing font sizes for elements on your designs. This means that once you've picked your base size — i.e., the size of your body text — you should increase or decrease the next level of text by a factor of 1.25.
Primary Heading, level 1
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Major heading, level 2
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Content subdivision, heading level 3
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Minor content subdivision, heading level 4
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Minor content sub-level, heading level 5
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Content block marker, heading level 6
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Body text lorem ipsum dolor sit amet consectetur adipiscing elit. Quisque faucibus ex sapien vitae pellentesque sem placerat. In id cursus mi pretium tellus duis convallis. Tempus leo eu aenean sed diam urna tempor. Pulvinar vivamus fringilla lacus nec metus bibendum egestas. Iaculis massa nisl malesuada lacinia integer nunc posuere. Ut hendrerit semper vel class aptent taciti sociosqu. Ad litora torquent per conubia nostra inceptos himenaeos.
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Our Voice
Exclusive, authentic and visionary
When writing for True Image Production, the copywriter should always keep in mind that our materials should reflect our core values. Although our voice should always be exclusive, authentic and visionary, it can take on an informal or formal tone, depending on the target audience.
Informal Tone
An informal, conversational and accessible tone is best suited for social platforms, blogs, internal messaging, and in-person audience engagement campaigns.
When writing in an informal tone, the copy should feel warm, approachable, and human — like a conversation with someone who truly gets it. Avoid jargon and overly technical language. Instead, focus on building connection through clear, relatable storytelling. Use contractions and natural phrasing. Don’t be afraid to show personality.
This tone is ideal for audiences looking to elevate their personal or professional image, often entrepreneurs, creatives, and leaders who want to be seen in a more powerful, intentional way. Keep it inspirational yet grounded. Emphasize transformation: how strategic imagery can shift perception, build trust, and tell a story that words alone can’t. Stay real, stay insightful, and let the message feel tailored and sincere.
Formal Tone
A formal tone should embody professionalism, convey empowerment, and communicate insight with precision and authority. It is appropriate for official contracts, formal proposals, technical reports and legally binding documents.
When writing in a formal tone, the copy should project clarity, expertise, and refinement. The goal is to position the brand as a trusted partner in visual storytelling — not just providing imagery, but delivering a strategic service that aligns with business goals and brand identity.
Use polished, precise language. Avoid casual expressions, contractions, or overly emotional language. Focus on outcomes, credibility, and professionalism. This tone is suited to decision-makers — such as executives, marketing leads, or corporate teams — who value results, strategy, and consistency.
Let the writing speak with quiet confidence. Present the service as a forward-thinking solution, rooted in deep understanding of brand, audience, and impact. Vision should always be backed by clarity.