# 09 · Social media, video, ads and email

How the 2026 brand looks and sounds on Instagram, Facebook, TikTok, YouTube, Pinterest, LinkedIn, WhatsApp, in paid ads and in email. Written for the marketing team, agencies and automated tools: every size, colour and rule here can be used as it is.

<sub>Platform sizes, safe zones and limits checked September 2026. Platforms change often: check again every six months and before any large campaign.</sub>

## The social look

A Huxberry feed looks like a bright bedroom seen through a series of calm windows: clean morning daylight, whites and soft greens, wool, latex, cotton and oak, real rooms and real hands, with the same few layouts coming back again and again. Type is rare and quiet (Satoshi Regular, sentence case, lots of space); green appears in small doses as a Sage label, an eyebrow or a leaf in the photograph. Nothing shouts: no bursts, no red, no stacks of badges, no busy collages.

**The rule of the grid**

| Rule | Detail |
| --- | --- |
| Mostly photo | At least 6 in every 9 grid posts are photographs, most of them with no type at all |
| Few layouts, repeated | Use only the nine layouts below. The same layout always looks exactly the same |
| One idea per post | One message, one photograph, one action |
| Light grounds | Text posts sit on White, Sand, Linen or Pale Sage. A Deep Green post is rare (one in 12 at most) |
| Never two text posts side by side | In any row of three, at least two tiles are photographs |
| Graded images | Every image follows the colour grade in [06 · Photography](06-imagery.md) |

## Social type and shape (1080 px canvas)

This is the only place social type sizes are set. Sizes are for a 1080 px wide canvas.

| Style | Weight | Size | Line height | Tracking | Colour |
| --- | --- | --- | --- | --- | --- |
| Headline | Regular 400 | 64 to 96 px | 1.08 | -0.025em | Forest Ink; White on photos and green |
| Card heading, product name in a card | Medium 500 | 40 to 48 px | 1.2 | -0.01em | Forest Ink |
| Body | Regular 400 | 32 px minimum (up to 36 px) | 1.4 | 0 | Slate Green; White on green |
| Eyebrow | Bold 700, caps by style | 26 to 28 px | 1.3 | 0.08em | Sage; White on dark |
| Pill label | Medium 500 | 30 px | 1 | 0 | White on Sage; Forest Ink on White |
| Price | Bold 700 | 40 to 48 px | 1.2 | 0 | Forest Ink |
| Terms, review source | Regular 400 | 28 px (terms and sources only) | 1.4 | 0 | Slate Green |
| Video caption | Medium 500 | 44 to 52 px | 1.25 | 0 | White |

| Shape and space | Value |
| --- | --- |
| Outer margin, 1080 × 1350 posts | 80 px all round (content area 920 × 1190 px). This also clears the 3:4 profile grid crop |
| Spacing unit | 8 px. Eyebrow to headline 24 px, headline to body 32 px, body to label 48 px |
| Panels, cards, inset photos | 32 px corners |
| Small tiles (thumbnails, swatches) | 24 px corners |
| Labels, tags, buttons | Pill. Label 72 px tall, 36 px side padding. Product tag 56 px tall, 24 px padding, Deep Green, White Medium 28 px |
| Full-bleed photos | Square corners (they run off the edge) |
| Photo shade | Forest Ink, 50% to 0%, behind text only (never over the whole image) |
| Words on an image | 20 at most, including the label |
| Shadows | None, except the soft review-card shadow |

## Logo on social

| Use | Rule |
| --- | --- |
| Profile avatar, every platform | H mark in Forest Ink, centred on a Pale Sage circle, the H 50% of the circle's height. Upload 1080 × 1080. One file for every platform |
| Inside posts | Usually none: the account name is already there. Use the wordmark only on offers, final carousel slides, showroom invitations and video end cards |
| Wordmark in a post | Real file only (Forest Ink on light, White on green or dark photos). 300 px wide (280 px minimum), bottom left on the 80 px margin |
| Never | Typed or redrawn wordmarks, logos on busy parts of a photo, logo watermarks on every image, the legacy grey and coral logo |

## Platform by platform

### Instagram

| Placement | Size (px) | Safe zone and limits | Notes |
| --- | --- | --- | --- |
| Feed post | 1080 × 1350 (4:5) | 80 px margin. The profile grid shows a 3:4 centre crop (about 34 px lost each side) | Our standard post. 1080 × 1440 (3:4) is also accepted; do not mix ratios in one carousel |
| Carousel | 1080 × 1350, 4 to 8 slides (platform allows up to 20) | As feed | Every slide the same ratio. See the carousel system below |
| Stories | 1080 × 1920 (9:16) | The vertical safe box (below). Up to 60 s per video story | Organic Stories: 5 to 15 s per frame |
| Reels | 1080 × 1920 | The vertical safe box. Cover: key content inside the centre 1080 × 1440 | 15 to 45 s. Reels over 3 minutes are not shown to new audiences |
| Profile photo | 1080 × 1080 upload, shown as a circle about 110 px | Centre only | H mark on Pale Sage |
| Highlight covers | 1080 × 1920, shown as a small circle | Keep the icon inside the centre 640 × 640 | Pale Sage ground, one Forest Ink line icon (1.5 px stroke at 24 px, scaled up evenly). Names: Showrooms, Mattresses, Beds, Bedding, Reviews, Delivery |
| Bio | 150 characters | | Line 1 what we are, line 2 proof, line 3 action. Link to a page with the showroom and product links |
| Caption | 2,200 characters; about 125 show before "more" | | Hashtags 3 to 5 at most |

Suggested bio: `Natural and organic mattresses, beds and bedding.` / `15-year warranty on Huxberry mattresses.` / `Showrooms in Dubai. Lie down, take your time.`

**Works for Huxberry:** material close-ups, light moving over a made bed, showroom walk-throughs, carousels that explain layers, real reviews. **Avoid:** memes, trend dances, collages, text-heavy tiles, reposted stock images.

### Facebook

| Placement | Size (px) | Safe zone and limits | Notes |
| --- | --- | --- | --- |
| Feed post | 1080 × 1350 (4:5) | 80 px margin | Same file as Instagram |
| Reels and Stories | 1080 × 1920 | The vertical safe box | Same file as Instagram |
| Page cover | 851 × 315 recommended (upload at 2×: 1702 × 630) | Phones crop the sides and the profile photo overlaps about 40 px at the bottom left. Keep the subject in the centre 60% | A real showroom or bedroom photograph. No text, no offers |
| Profile photo | 320 × 320 minimum (upload 1080), shown as a circle | | H mark on Pale Sage |

**Works for Huxberry:** showroom news, events, longer captions for older buyers, reviews, Messenger and WhatsApp as the next step. **Avoid:** link posts with no image, boosted posts that only repeat Instagram hashtags.

### TikTok

| Item | Spec |
| --- | --- |
| Video | 1080 × 1920 (9:16). Post 15 to 45 s (uploads can run to 10 minutes on most accounts) |
| Safe zone | The vertical safe box. TikTok's right-hand buttons need 140 px clear on the right; in Arabic interfaces the layout can mirror, so keep 140 px clear on both sides for Arabic videos |
| Caption | Up to 4,000 characters; only the first 80 to 100 show. Put the point first |
| Ad text | 1 to 100 characters, and shown on few lines: one short sentence |
| Profile | H mark on Pale Sage; bio 80 characters |

**Works for Huxberry:** staff to camera answering one real question ("Why does wool keep you cool?"), a hand pressing latex, unboxing a pillow, "how to choose your firmness" in under 30 s, showroom walk-throughs. **Avoid:** trend dances, borrowed sounds (see sound policy), shouting hooks, fake "customer" skits, green-screen memes.

### YouTube, Pinterest, LinkedIn and WhatsApp

| Platform | Sizes and limits | Works for Huxberry | Avoid |
| --- | --- | --- | --- |
| **YouTube** | Shorts 1080 × 1920, up to 3 minutes (we post 20 to 50 s); home page shows its own 4:5 crop of a Short, so keep the subject centred. Thumbnail 1280 × 720, at least 640 px wide, JPG or PNG, under 2 MB. Channel banner 2560 × 1440 (minimum 2048 × 1152, under 6 MB), text and logo inside the centre 1235 × 338 | Longer guides (how mattresses are made, choosing a bed, care), showroom tours, product walk-throughs; Shorts cut from the same shoots | Clickbait thumbnails: arrows, circles, shocked faces, more than 5 words |
| **Pinterest** | Pin 1000 × 1500 (2:3), 60 px margin. Video pin 1000 × 1500 or 1080 × 1920, 6 to 15 s (platform allows 4 s to 15 minutes). Title up to 100 characters; description up to 800 | Room photographs, material flat lays, styling ideas, bedroom sets. Titles say what it is: "Oak bed with organic cotton bedding in a bright bedroom" | Offers and dates (pins live for years) |
| **LinkedIn** (company page, trade and B2B) | Logo 400 × 400 (H mark on Pale Sage). Cover 1128 × 191, a photograph with no text. Image post 1080 × 1350 or 1200 × 627 for link posts. Video 3 s to 10 minutes (we post 30 to 90 s) | Hospitality and trade projects, certificates and how we earned them, craft and workshop stories, team news, hiring. Same tone, a little more factual | Consumer offers, hashtag lists, reposted Reels with their captions |
| **WhatsApp Business** | Profile photo 1080 × 1080 upload, shown as a circle (H mark on Pale Sage). Catalogue images 1080 × 1080, product on Sand filling about 80%. Status 1080 × 1920 in the vertical safe box, 15 to 30 s (up to 60 s; 90 s on newer apps) | Replies, product links, showroom directions, Status from the week's Reels | See [Messaging](#messaging-and-email-signature) |

**YouTube thumbnails:** one graded photograph, up to 5 words in Satoshi Regular 96 to 120 px (on the 1280 canvas), White on a Forest Ink shade or Forest Ink on a light area.

## The vertical safe box (Stories, Reels, TikTok, Shorts, Status)

One box for every vertical placement, so one file works everywhere:

| Edge | Keep clear | Why |
| --- | --- | --- |
| Top | 270 px (14%) | Account name, progress bar, close button |
| Bottom | 670 px (35%) | Caption, audio line, call-to-action button, reply bar |
| Left | 80 px | Screen edges and Meta's 6% margin |
| Right | 140 px (both sides for Arabic videos) | TikTok, Reels and Shorts button column |

Everything that must be read (captions, titles, prices, labels, logo) sits inside the box: x 80 to 940, y 270 to 1250. The photograph or video still fills the whole 1080 × 1920 frame.

## Post layouts (1080 × 1350)

All layouts use the 80 px margin and the type table above. Coordinates are measured from the top left.

| # | Layout | Ground | Composition | Type | Logo |
| --- | --- | --- | --- | --- | --- |
| 1 | **Photo only** | Full-bleed photograph | Subject on a third, space around it. Square corners | None | None |
| 2 | **Photo and headline** | Full-bleed photograph | Headline on the calmest side, bottom left, last line ending 80 px above the bottom edge. Forest Ink shade (50% to 0%) behind the lower 45% only if the photo needs it | Eyebrow (optional) Pale Green 26 px; headline White 72 to 88 px, up to 7 words. Or Forest Ink on a light, calm area with no shade | None |
| 3 | **Text card** | Linen, White, Sand or Pale Sage | Eyebrow top left at y 80. Headline below it, left aligned, up to 3 lines. Body 32 px under it. Fern line art bleeding off one edge, 20 to 40% of the area, never behind text | Eyebrow Sage 28 px; headline Forest Ink 80 to 96 px; body Slate Green 32 to 36 px | Optional wordmark, bottom left |
| 4 | **Material close-up** | Sand | Macro photograph as an inset panel, 920 × 920 at y 80, 32 px corners. Text block below it | Eyebrow Sage 28 px ("WOOL"); card heading Forest Ink Medium 40 to 48 px, one line ("RWS-certified wool from New Zealand") | None |
| 5 | **Review card** | Pale Sage | White card 920 wide, centred, 32 px corners, 64 px padding, the soft shadow (`0 2px 4px rgba(36,49,42,.04), 0 16px 48px rgba(36,49,42,.06)`) | Honey stars 48 px, 8 px apart, matching the real rating; quote Forest Ink Regular 48 to 56 px, up to 20 words, no quotation marks; name Medium 32 px Forest Ink (format: "Sara K., Dubai"); source 28 px Slate Green (format: "Google review, Sheikh Zayed Road showroom, March 2026") | None |
| 6 | **Offer** | Linen or Sand, optional photo panel 920 × 560 at y 80 with 32 px corners | One offer, stated plainly, left aligned | Eyebrow Sage 28 px; headline Forest Ink 80 to 96 px ("20% off organic bedding"); terms 28 px Slate Green with the real end date; Sage pill label ("Shop bedding") | Wordmark bottom left |
| 7 | **Carousel** | See the carousel system below | | | |
| 8 | **Product spotlight** | Sand | Product photo (room or cut-out on Sand) as a 920 × 760 panel at y 80, 32 px corners; one Deep Green product tag 24 px in from the panel's top left corner | Product name Forest Ink Regular 64 px; facts line 32 px Slate Green ("Medium feel · 5 sizes · GOLS-certified latex layer"); price Bold 40 px ("From AED 2,300"); Sage pill ("See the Essentia") | None |
| 9 | **Showroom invitation** | Pale Sage (or Deep Green, rarely) | Real showroom photograph as a 920 × 640 panel at y 80, 32 px corners; text below | Eyebrow "VISIT US"; headline "Lie down. Take your time." 72 to 88 px; body 32 px with the showroom names; Sage pill "Book a visit" (White pill with Forest Ink text on Deep Green) | Wordmark bottom left (White on Deep Green) |

Prices and product names in examples are placeholders: always take them from the live product page on the day of posting.

### Carousel system

| Slide | Rules |
| --- | --- |
| **Cover** | Layout 2 or 3. The headline promises what the swipe gives ("What's inside a natural mattress"). A 28 px Slate Green line "Swipe to see the layers" is the only extra |
| **Inner slides** | Same ground and grid on every slide. Eyebrow at y 80 numbers the step ("02 · LATEX"); photo panel 920 × 640 with 32 px corners; card heading 40 to 48 px; body 32 px, 25 words at most. Each slide makes sense alone |
| **Final slide** | Summary in one headline, proof line (certificate, warranty or review count), one Sage pill, the wordmark bottom left |
| **Length** | 4 to 8 slides. One idea per slide, never a wall of text |

## Stories (1080 × 1920)

- Full-bleed photo or video, with at most one caption or headline (64 to 80 px Forest Ink on Linen or Pale Sage, or White on a shaded photo) inside the safe box.
- Platform stickers (poll, question, link, location) sit inside the safe box, one per frame. No decorative stickers, GIFs or animated text effects.

## Video (Reels, TikTok, Shorts, Stories)

**Principle:** slow, real and close. The viewer should almost feel the wool.

| Topic | Rule |
| --- | --- |
| Hook, first 2 seconds | Open on the most tactile moment: a hand pressing into latex, wool being pulled apart, morning light hitting a bed. An on-screen line of up to 6 words appears on frame one. No logo intro, no black frames, no "Hi guys" |
| Pacing | A cut every 1.5 to 3 s. Slow, steady camera moves. No whip pans, zoom punches, flashes or glitch transitions |
| Framing | Shoot vertical (9:16) at 4K, deliver 1080 × 1920 at 25 or 30 fps. Subject in the middle band of the frame, away from the safe-box edges |
| On-screen titles | Satoshi Regular 64 to 80 px, sentence case, in the upper part of the safe box (from y 270). One title at a time, 6 words at most |
| Burned-in captions | Always on. Satoshi Medium 44 to 52 px, sentence case, White on a Forest Ink pill at 85% (24 px top and bottom padding, 32 px sides). Clean White text is allowed on calm, dark footage with a soft shadow (`0 2px 8px rgba(36,49,42,.5)`); never on bright footage |
| Caption lines | Up to 32 characters (about 5 words) per line, 2 lines at most, centred on x 540 within 800 px, the bottom line ending at y 1250 |
| Voice | Real people: staff, the founder, craftspeople or real customers, speaking plainly to camera. Calm pace, no hype, no scripted shouting |
| Sound and music | Acoustic, ambient, unhurried. Natural sound (fabric, footsteps, birds) is welcome. Keep music under the voice |
| Trending audio | Business accounts use only the platform's commercial music library or music we have licensed in writing. No trending songs from the personal library. Original sounds only when the platform marks them as cleared for business use |
| Cover frame | A clean, graded frame with the title inside the centre 1080 × 1440 so the grid crop keeps it |
| End card | Optional, 2 s at most: Linen ground, Forest Ink wordmark 360 px wide centred at y 800, one line Regular 48 px under it, "huxberry.com" 32 px Slate Green. Organic Reels can simply end on the product |
| Logo | Only on the end card. No corner watermark |
| Accessibility | Captions on every video, including ads and Stories. Nothing flashes more than 3 times a second. Say what matters out loud and on screen |

**Shots that fit the brand:** wool pulled apart in backlight and latex pinholes in macro; a hand sinking into a mattress and the surface returning; a slow move across a made bed as morning light crosses it; one steady showroom walk-through ending with someone lying down; staff or the founder answering one question to camera in under 30 s; real workshop hands tufting, sewing, finishing.

AI-generated video and images follow [11 · AI imagery and prompts](11-ai-imagery.md): never for customers, staff, showrooms, construction or proof of performance.

## Captions and copy

| Topic | Rule |
| --- | --- |
| Tone | The knowledgeable friend in the showroom from [01 · Brand](01-brand.md): plain, specific, warm, never pushy |
| First line | The point, in under 125 characters (under 80 on TikTok). It must work alone |
| Length | Feed and Reels: 1 to 4 short sentences. Carousels and LinkedIn can run to 120 words |
| Case and spelling | Sentence case everywhere, British English, `AED 2,300`, `160 × 200 cm`. No em dashes, no exclamation marks, no capitals for emphasis |
| Hashtags | 3 to 5 at most, at the end, specific (`#organicmattress` `#dubaihome` `#naturalbedding`). None on LinkedIn or Facebook |
| Emoji | None, or one calm one (a leaf, the moon). Never 🔥, 💥, ‼️ or rows of emoji |
| Calls to action | "Visit a showroom", "Book a visit", "Find your mattress", "Shop bedding", "Message us on WhatsApp", "See the layers". One per post |

**Claims: name the certificate, for that part of that product**

| Certificate | What it covers | Say | Never say |
| --- | --- | --- | --- |
| GOTS | Organic cotton and textiles | "GOTS-certified organic cotton cover" | "GOTS-certified mattress" if only the cover is |
| GOLS | Organic latex | "GOLS-certified organic latex layer" | "Organic bed" |
| RWS | Wool | "RWS-certified wool" | "Ethical wool" with no certificate |
| OEKO-TEX Standard 100 | Textiles tested for harmful substances | "OEKO-TEX Standard 100 tested fabric" | "Toxin-free", "chemical-free" |
| CertiPUR-US | Foam | "CertiPUR-US certified foam layer" | "Natural foam" |
| FSC | Timber | "FSC-certified oak" (only when the chain of custody covers that product) | "Sustainable furniture" |

- Only claim the certificates a product actually holds, as listed on its product page. Never "every Huxberry product is certified".
- **Warranty:** 15 years on every Huxberry mattress (including budget and youth ranges). 10 years on Hypnos mattresses. For beds, sofas and furniture, use exactly the wording on the product page.
- **Reviews:** give the source and the date: "4.8 from 265 Google reviews, Sheikh Zayed Road showroom, checked September 2026".
- **Never say:** eco-friendly, green (as a claim), chemical-free, toxin-free, non-toxic, cure, heals, fixes back pain, doctor recommended (without a named doctor and permission), best in Dubai, luxury on its own, cheapest, limited time only, last chance, hurry, revolutionary.

## Content pillars and weekly mix

| Pillar | What it is | Example posts |
| --- | --- | --- |
| Materials | What is inside and why | Wool pulled apart in backlight; carousel "Four layers of the Essentia" |
| Better sleep | Useful, honest advice | "The air conditioner cools the room, not the bed"; choosing firmness |
| Rooms | Our products in real, bright homes | Photo-only post of a bedroom; Pinterest room sets |
| Proof | Reviews, certificates, warranty, making | Review card; "What GOLS actually checks" |
| People and showrooms | Staff, craftspeople, visits | Showroom walk-through Reel; staff answering one question |
| Product | Launches and spotlights | Product spotlight; new bedding colours |
| Offers | Occasional, calm | One offer post, never more than 1 in 10 posts |

**Suggested week** (Instagram, mirrored to Facebook): Monday materials Reel · Tuesday photo-only post · Wednesday better-sleep carousel · Thursday review card or proof · Friday people or showroom Reel · Saturday photo or product spotlight · 2 to 4 Stories a day.

TikTok: 3 videos a week from the same shoots. YouTube: Shorts from the same edits, one long guide a month. LinkedIn: 1 to 2 posts a week. Pinterest: 5 to 10 pins a week from the photo library.

## Creators, customer content and reviews

**Briefing a creator**

| Brief item | What to give |
| --- | --- |
| One message | "Wool keeps you cool in a Dubai summer", not five selling points |
| Proof they may say | The exact certificate and warranty wording from this chapter |
| Must show | The real product, their real room, natural light, captions on |
| Must not | Scripted hype, before-and-after health claims, discount codes unless agreed, trending songs, our logo redrawn |
| Look | [06 · Photography](06-imagery.md): bright daylight, whites and soft greens, lived-in, no flash |
| Disclosure | Use the platform's paid-partnership label on every paid or gifted post. Work only with creators who hold the UAE advertising permit the law requires |
| Approval | We see the final edit and caption before it goes live; we check claims, not personality |

**Showing reviews truthfully**

- Only real reviews, quoted word for word. Shorten with "…" only if the meaning stays the same, and never fix the reviewer's opinion.
- First name and initial, or initials only, with the city: "Sara K., Dubai". Ask permission before using a full name or photo.
- Always the source and date: "Google review, March 2026".
- Never invent, combine, translate loosely or generate a review, a reviewer or a reviewer's photo.
- Reshare customer photos only with the customer's written permission, credited to them.

## Local and seasonal

| Moment | Angle | Rules |
| --- | --- | --- |
| Ramadan | Calm evenings, rest between suhoor and work, a restful bedroom | Dates move about 11 days earlier each year: check them. "Ramadan Kareem" greetings, no food or drink in daytime posts and ads, softer tone, no heavy selling in the first days |
| Eid Al Fitr and Eid Al Adha | Hosting family, guest rooms, fresh bedding | "Eid Mubarak". Any offer follows the offer rules |
| UAE National Day, 2 December | Pride in home and the country we make things in | One respectful post. Use the UAE flag correctly (never distorted, cropped or on a product). Do not recolour the brand in flag colours |
| Summer (June to September) | "The air conditioner cools the room, not the bed." Breathable wool and latex | Explain how breathable materials help; no cooling-performance numbers unless tested and on file |

**Respectful imagery:** modest, relaxed clothing (sleeves, loungewear); people resting alone or sitting together, never intimate poses in bed; no alcohol; faces relaxed or turned away, as in [06 · Photography](06-imagery.md).

**Arabic text**

| Topic | Rule |
| --- | --- |
| Typeface | Satoshi has no Arabic letters. Use **IBM Plex Sans Arabic** (free, SIL Open Font License, Google Fonts): Regular for headlines and body, Medium for labels and captions, Bold for eyebrows. For large display lines, **Noto Kufi Arabic** (also SIL Open Font License) is the alternative |
| Size | Set Arabic about 10% larger than the English next to it, with a line height of 1.5 to 1.7 |
| Direction | Right to left: right aligned, the layout mirrored, same margins and safe box (140 px clear on both sides of vertical video) |
| Letter spacing and caps | Never letterspace Arabic. Arabic eyebrows are Bold with no tracking |
| Numbers and prices | Western digits in both languages: `AED 2,300` |
| Bilingual posts | English and Arabic in separate blocks, never mixed in one line. Same hierarchy, same colours |
| Translation | Written or checked by a native Arabic speaker. Never machine translation alone. All the same claims rules apply |

## Paid ads (Meta, TikTok, YouTube, Pinterest)

**Structure:** product in a real room, then the proof, then the action. One message per ad.

| Part | Rule |
| --- | --- |
| Frame or image | The product in a bright, real room, graded to [06 · Photography](06-imagery.md). Video ads: the product in the first 2 s |
| Proof | One: the certificate for that part, the warranty, or the Google review count with its source |
| Action | One call to action |
| Primary text (Meta) | 125 characters or fewer recommended; first line carries the message |
| Headline (Meta) | 40 characters for image ads, 27 for video ads |
| Sizes | Design on the 1080 canvas. Export Meta ads at the recommended 1440 × 1800 (feed, 4:5) and 1440 × 2560 (Stories and Reels, 9:16) by scaling every measurement by 4/3 |
| Vertical safe zone | Meta: 14% top, 35% bottom, 6% sides, one zone for Facebook and Instagram Stories and Reels. Our vertical safe box covers it |
| TikTok ads | 9:16, 9 to 15 s works best (the platform allows much longer), ad text up to 100 characters. Check TikTok's safe-zone template for the caption length used |
| Allowed calls to action | Shop now, Learn more, Book now, Get directions, Send WhatsApp message. In our own copy: "Visit a showroom", "Find your mattress", "Book a visit" |
| Never | Countdown timers, "last chance", flashing or burst graphics, red price flashes, fake scarcity ("only 3 left" unless true and live), before-and-after health claims |

**Offer rules**

- One offer per ad, stated plainly: what, on which range, until when.
- Real end date in the terms line. No countdowns and no extensions presented as "back by demand".
- The price shows the saving: the old price struck through in Slate Green, the new price in Bold Forest Ink (`AED 3,200` `AED 2,560`); no "up to" headlines, no percentage bursts, no stacked discount badges.
- Hypnos mattresses are never shown in discount offers.
- Terms at 28 px Slate Green on the image, full terms on the landing page.

## Email

| Part | Spec |
| --- | --- |
| Width | 600 px content column, centred; images supplied 1200 px wide |
| Grounds | Linen page behind the column. Content blocks alternate White and Sand, like the website bands. Pale Sage for a showroom or review block |
| Type | Satoshi loaded as a web font (`https://api.fontshare.com/v2/css?f[]=satoshi@400,500,700&display=swap`), falling back to Arial. Headline Regular 32 px (28 px on phones), line height 1.15, Forest Ink. Body Regular 16 px, line height 1.6, Slate Green. Small print 14 px |
| Buttons | Bulletproof HTML buttons (they work with images off, and include the Outlook version): Sage `#537156`, White Satoshi Medium 16 px, sentence case, 48 px tall, 28 px side padding, pill corners (24 px radius) |
| Header | White block, Forest Ink wordmark as a PNG at twice the size, shown 140 px wide, alt text "Huxberry", links to huxberry.com. Keeping it on White keeps it visible in dark mode |
| Footer | White with a Hairline top rule: showroom names, phone, WhatsApp link, 14 px Slate Green, unsubscribe link |
| Calls to action | One primary button per email. Others are Deep Green text links |
| Images | Graded, 16 px corners where the email client allows, alt text on every image, never a whole email as one image |
| Subject and preheader | Subject in sentence case, under 50 characters, no emoji or one calm one, no capitals. Preheader 40 to 90 characters that adds to the subject |

## Messaging and email signature

**WhatsApp and direct messages**

- Plain, friendly, short. Greet by name, answer the question, offer one next step.
- Sign off with your first name ("Maya, Huxberry"), not just the brand.
- Link to the exact product page or showroom map, never the homepage.
- No stickers, no emoji walls, no voice notes to someone who has not sent one first.
- Broadcasts only to customers who opted in, one message, one link, never more than twice a month.
- Business profile: H mark photo, the bio line from Instagram, showroom addresses and opening hours kept current.

**Email signature** (Arial, because signatures do not load web fonts)

```
Name Surname
Role · Huxberry
+971 4 295 8802 · huxberry.com
```

Arial 14 px. Name in Forest Ink Bold, the rest in Slate Green. No logo image, no banners, no quotes, no social icons.

## Pre-publish checklist

- [ ] One of the nine layouts (or the Stories and video rules), exactly as specified
- [ ] 1080 × 1350 feed, 1080 × 1920 vertical, text inside the 80 px margin or the vertical safe box
- [ ] Satoshi only (IBM Plex Sans Arabic for Arabic); headlines Regular, never bold; sentence case
- [ ] Nothing under 26 px on a 1080 canvas; 20 words or fewer on the image
- [ ] Colours from the palette only: Sage labels, Honey stars only, White text on green; no retired colours
- [ ] 32 px corners on panels, pills for labels, square full-bleed photos, no shadows except review cards
- [ ] The real logo file, where the rules allow it, or none
- [ ] Photo graded to 06 (bright, clean, very slightly warm); no flash, stock smiles, cold blues or brown casts
- [ ] Captions burned in on every video; first 2 seconds show the product or material
- [ ] Audio from a commercial library or licensed in writing
- [ ] Every claim names its certificate for that component; warranty 15 years Huxberry, 10 years Hypnos
- [ ] Reviews real, word for word, with name or initials, source and date
- [ ] One message, one call to action, no countdowns, no em dashes, no exclamation marks, 5 hashtags at most
- [ ] Prices and product names checked against the live product page today
- [ ] Alt text written (Instagram, Facebook, LinkedIn, email)