Aspen Brook Media · Brand Guide

In 30 seconds the six big rules

New here? Learn these six and you'll get most of it right.

Text is always Ivory

Every word on screen is Ivory. Add a thin Deep Brown outline so it reads on any footage. Never change the color.

One Berry Rose word

Color the most important word every 5 to 10 words. Never a filler word like "so," "and" or "like."

Three fonts only

Bebas Neue for hooks. Playfair Display Italic for soft moments. DM Sans for captions. Nothing else.

Lock the cut first

Trim and fix audio before you add any text. Text always goes on last.

Make it fun

Keep the funny, human moments. The hook and the rest of the video should match. Think @blogilates.

Sound like Aspen

Sassy, fun, cool girl. Never stiff or too polished. Leave out anything that makes her look bad.

Who she is and who we talk to

Aspen is the brand. Her face, her voice and her name on screen.

Her bio line

Creator · Founder of STYLST · Mother

Who's watching

Women 30 to 50. Busy, smart and stylish, and they want a friend who tells it straight.

Logo

There's no logo yet. Don't make one up. Use her name in Bebas Neue when you need a title.

How she sounds

SassyFunCool girlRealConfidentWarm StiffToo polishedPreachySalesy

Her personal voice is very different from STYLST. STYLST is the calm brand that says "we." Aspen says "I" and she's funnier and bolder.

Captions she loved

packing for japan 🇯🇵 be honest, what do you always overpack?

Short, lowercase, asks people a fun question.

10 pink cardigan outfits with stuff you probably already own: jeans, a satin skirt, tailored trousers. Pin it for your next nothing-to-wear morning.

Useful, specific, ends with a reason to save it.

Color five colors, five jobs

Berry Rose leads. Rosewood and Powder Blue help out. Tap a color to copy its code.

All text

Ivory#F5EFE3Every word on screen, always.

Main accent

Berry Rose#A63248One key word every 5 to 10 words.

Soft accent

Rosewood#C4989APlayfair lines on dark footage only.

Calm moment

Powder Blue#BAC8D6One calm moment per video, at most. Light footage only.

Outline

Deep Brown#261A14Text outline only. Never the text color.

so i've been thinking about this for months and i finally get it

One Berry Rose word in the whole line. It goes on the word she'd say loudest.

Type bold sans meets soft italic

The mix of the two is the look. Never use the same size for both in one frame.

SO I FINALLY GET IT

Bebas NeueHooks, titles and pop words. Big. Top and middle of the screen.

I've been thinking about this for months.

Playfair Display ItalicSoft, personal moments. 1 to 3 per video. Always smaller than Bebas.

clean, readable, natural captions

DM SansAuto captions and all body text. Lower third only.

Save these three presets on your first video

POP WORD

Preset 1 · Bebas Pop

Bebas Neue · Large · Ivory · Deep Brown outline 1pt · Fade In

a soft little moment

Preset 2 · Playfair

Playfair Display Italic · Small · Rosewood · Slow Fade In

this is what changed for me

Preset 3 · Captions

DM Sans · Medium · Ivory · Deep Brown outline 1pt · Lower third

In CapCut: Style tab → save icon. Next time: Add Text → My Presets.

On screen where the words go

Spread text around the frame. Don't pile it all at the bottom.

TopHooks and pop words in Bebas

Open spacePlayfair accents float here, never over her face

MiddleMore Bebas pop layers

Lower thirdDM Sans captions only

The zones on every frame

SO I FINALLY GET IT

after months of overthinking

this is what changed for me

Light footage: same Ivory, thicker 2pt outline

YOU ALREADY HAVE IT

what I'd tell my younger self

TRUST ME

you don't need more clothes

Dark footage: thin 1pt outline, Rosewood Playfair

These frames show the rules. Real videos use her real footage, and the wording here is just an example.

Match the motion to the moment

High energy

Pop Scale or Slide In.

Soft or emotional

Fade In or Typewriter.

Captions

None or Fade In. Never bounce, glitch, shake, flash or spin.

CapCut step by step

The same eight steps on every video. Claude may send a loose rough cut first. You add the human touch.

Lock the cut

Trim and fix audio first. Her last take of a line is usually the keeper.

Import → Trim → Lock

Auto captions

Never type captions by hand.

Text → Auto Captions → Generate

Style all captions

DM Sans, Ivory, medium, lower third, Deep Brown outline 1 to 2pt.

Load Preset 3

Color key words

Berry Rose on one word every 5 to 10 words.

Tap → Edit → Highlight → Color

Presets (first time)

Download the three fonts and save the three presets once.

Style → Save

Bebas pop words

Top or middle only. Time each one to the exact word she says.

Load Preset 1 → drag bar edges

Playfair accents

1 to 3 per video, in open space, never over her face.

Load Preset 2

Final check

Watch at 1.5x and run the checklist below.

Then export

Before you export

Berry Rose on the most important word every 5 to 10 words, never a filler word
All text is Ivory with a Deep Brown outline
Everything is easy to read. If in doubt, thicken the outline
No text touches the edges of the screen
Playfair is clearly smaller than Bebas in every shared frame
Text is in the top and middle too, not only the lower third
Only DM Sans, Bebas Neue and Playfair Display Italic
The hook matches the rest of the video, and nothing makes Aspen look bad

CapCut shortcuts

Do this	How
Split a clip	Tap → Split
Undo	Two-finger tap
Copy a text style	Select → Copy Style
Change how long text shows	Drag the bar edges
Fix a wrong caption word	Tap → Edit text
Load a preset	Add Text → My Presets

Captions and posting

Each platform gets its own version. Same idea, written for that app.

Instagram + TikTok

Cool girl energy. Hook in the first line. One clear ask, like a question or "pin it."

X + Threads

Short and a little messy. Too polished gets boring.

Facebook

Fuller and chattier, like a friend telling the story.

LinkedIn

More professional, still her. Normal capital letters. Skip mom-life posts with no work angle.

Always

Keep the hashtags and keywords she adds. If there are none, add a few that fit.
Tag every brand in the video on the photo or video itself.
Carousels always get a song.
Use the humanizer and Aspen voice skills when AI writes for her.

Never

Write "I paid for" or "I got gifted" in a caption. Aspen decides how any ad label shows.
Put a list of brand @handles in the caption.
Add music under a talking video.
Call her a "nontechnical founder."
Knock personal stylists. She respects that job.

Rules do and don't

Screenshot this part.

Always

Ivory text. Add outline to make it easier to read, never change the color.
Use Bebas and Playfair in the same frame. The mix is the look.
Spread text across the screen.
Match animation to the moment: fast for punchy, slow for soft.
Time pop words to the exact moment she says them.
Leave space around text on every side.

Never

Berry Rose on two words in one sentence.
Berry Rose on filler words: so, and, that, this, like.
All the text in one spot.
Cheap animations: bounce, glitch, shake, flash, spin.
Any font that isn't one of the three.
Shadows on text or graphics. Ever.

Footage and privacy

Keep the funny, real moments. A tiny stumble can stay if it's charming.
Try-on clips in a bra are fine. Cut anything fully topless.
Only use clips of Aspen's daughter that Aspen picked or approved.
No private family, legal or money details in any video or caption.
If a moment makes her look bad or unsure of herself, cut it.

Photos

Real photos in natural light. A little darker is better than washed out.
No stock photos and no photos of other people passed off as Aspen.

STYLST siblings, not twins

Aspen posts a lot about STYLST, the app she founded. Here's which guide to use.

Aspen's personal videos

Her life, style, mom life, travel, beauty and brand deals. Use this guide.

STYLST videos

Anything for the STYLST account, including "From the Founder" videos posted as a collab with @aspenbrookpotter. Use the STYLST brand book: black, white and Berry Wine, Libre Bodoni and Inter.

Open the STYLST brand book ↗

Making STYLST videos too? The STYLST video menu shows what to film. Open the video menu ↗

Files and links

Everything you need is here. Links marked "Drive" need Drive access from Aspen.

Fonts (free)

Bebas NeueHooks and pop wordsGet it on Google Fonts ↗

Playfair DisplayUse the ItalicGet it on Google Fonts ↗

DM SansCaptions and bodyGet it on Google Fonts ↗

Aspen portraitJPG · web sizeOpen full size ↗

B-roll library

One shared Drive folder for Aspen and STYLST, sorted by topic. Look here before asking for new clips.

01Aspen talking, reacting, walking

02Hair, makeup, skincare

03Closet, outfits, trying on, shopping

04Laptop, meetings, working on STYLST

05Clarabell, home, mom life

06Travel, hotels, events

07Coffee, food, detail shots

08Crying, venting, emotional

09STYLST app, screen recordings, screenshots

10Customers, reviews, DMs, comments

Open the B-roll library (Drive) ↗ · Original CapCut guide slides (Drive) ↗

Aspen's channels

Where	Handle
Instagram	@aspenbrookpotter
TikTok	@aspenbrookpotter
YouTube	@aspenbrookpotter
Threads	@aspenbrookpotter
Pinterest	aspenbrookpotter
X	@aspenbpotter
Facebook	Aspenbrookpotter
LinkedIn	aspenpotter
ShopMy	aspenbrook
Website	aspenbrookmedia.com
Brand work	partnerships@aspenbrookmedia.com

Heads up: her website uses a serif name and ivory and espresso colors. It doesn't match the video fonts yet. For videos, this guide wins.