# Editor Handbook — Mike & Matty / Increator Company

**Version:** 1.0 — plain-English quick reference for video editors.
**For:** Jesse's video editing team.

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## How to use this document

Read this once. Then keep the Brand Hub link open while you work.

If you have a question the Brand Hub does not answer, message Jesse in Notion.

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## Which channel are you editing?

| Channel               | Mode  | Background color         | Handle              |
|-----------------------|-------|--------------------------|---------------------|
| Mike & Matty          | Dark  | Pepper `#211F20` (near-black) | `@mikeandmatty`     |
| Increator Company     | Light | Buttermilk `#FAFAF3` (cream)  | `@increatorcompany` |

**Both channels use the same fonts, same logo style, same voice. Only the background color changes.**

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## The 5 rules that matter most

1. **ONE emphasis word per text frame.**
   Use *Larken Italic* (gold color `#FAC53A`) for that word.
   Use *Lausanne/Inter Medium* (white) for the rest.
   Example: `but what most people think is *learning*`

2. **ONE source of light per motion frame.**
   Never put a warm light AND a cool light AND an emerald glow in the same frame.
   Pick one. Let darkness do the rest.

3. **Use the brand colors ONLY.**
   See the color palette in the Brand Hub. Do not introduce new colors.

4. **Use the brand fonts ONLY.**
   Larken (or Fraunces) for emphasis. Lausanne (or Inter) for everything else.
   Never use Arial, Times New Roman, Comic Sans, or anything else.

5. **Never distort the logo.**
   Do not stretch, squish, skew, rotate, or recolor the logo. Only use the files in the Logo Pack.

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## Thumbnails — most common mistakes to avoid

### ❌ Don't do this
- Using all caps: `YOU WON'T BELIEVE THIS!!!`
- Using many colors in one thumbnail
- Using full sentences (more than 4 words)
- Adding black or white outlines around text
- Using stock images or Envato templates
- Using emojis

### ✅ Do this
- Maximum 4 words
- One emphasis word in italic gold
- Tight crop on the subject
- One light source (warm or cool, not both)
- Use negative space — empty space is good

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## Motion graphics — quick rules

### For data (charts, phases, sliders, timelines):
Use **Style B — Clean Vox UI** (see Brand Hub)
- 2px emerald lines with soft glow
- White or light-gray labels
- Dark background with radial vignette (darker at edges)

### For hero/opener moments:
Use **Style A — Sketched Luminescence** (see Brand Hub)
- Hand-drawn look
- Single warm amber light or single cool cyan light
- Film grain overlay
- Caption at bottom with gold italic emphasis word

### Export settings:
- **Resolution:** 4K (3840 × 2160)
- **Frame rate:** same as the master video (usually 24fps or 30fps)
- **Format:** ProRes 422 HQ, or H.264 at 50 Mbps minimum

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## Lower thirds

- Name: Larken Italic (or Fraunces Italic), gold `#FAC53A`
- Title/role: Lausanne/Inter Medium, light gray `#DBD6D2`, ALL CAPS with wide letter-spacing
- Background: soft gradient scrim from bottom, semi-transparent black

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## Color reference (the 3 most important)

| What to use it for                 | Name       | Hex       |
|------------------------------------|------------|-----------|
| Mike & Matty background            | Pepper     | `#211F20` |
| Increator Company background       | Buttermilk | `#FAFAF3` |
| Brand accent (glow, lines, dots)   | Emerald    | `#1E4C48` |
| Italic emphasis word (dark mode)   | Honey      | `#FAC53A` |
| Italic emphasis word (light mode)  | Carnelian  | `#B74A00` |

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## Spelling / writing rules

- **"Mike & Matty"** — always with the ampersand (&), never "Mike and Matty"
- **"Increator Company"** — one word, capital I and C
- **Handles:** `@mikeandmatty` and `@increatorcompany` — all lowercase
- **Titles** are sentence case, not Title Case: "The system for thinking" — not "The System For Thinking"

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## When you are unsure

1. Check the Brand Hub first
2. If not answered there, copy a similar frame from a recent video
3. Still unsure? Ask Jesse in Notion before finalizing

**Never guess. Never improvise a new color or font.**

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## Questions?

Message Jesse in Notion.