Internal — Guidelines
Social Media
Guidelines
A unified content system that tells our story beautifully, builds connection, and inspires action across every platform.
Recommended Rhythm
MON
Place
Scenic or inspirational
TUE
Stewardship
Care for the land & future
WED
People
Community & experience
THU
Progress
Build updates & milestones
FRI
Performance
Shows, artists, & moments
SAT
Inspiration
Quotes, stories, reflections
SUN
Recap
Highlights & what's ahead
Content Buckets
Place
Showcase the natural beauty and sense of place that make Vesper rare.
Progress
Share the journey of building something meaningful.
Performance
Celebrate live music, artist moments, and unforgettable nights.
People
Highlight the community, guests, and stories behind the experience.
Stewardship
Honor the land and the responsibility we carry forward.
Content Templates
Instagram Post
Hero image with short, evocative headline and subtle branding.
Story Sequence (3 Frames)
Use stories to tell a story—layer scenery, experience, and purpose.
Reel Cover
Bold title, clean hierarchy, optimized for mobile.
Quote Card
Timeless quotes that reflect our values.
Progress Update
Celebrate milestones with clarity and transparency.
Scenic Inspiration
Visually driven posts that inspire escape and awe.
Image Treatment
- •Warm, natural color grading
- •Golden hour when possible
- •Clean, high-contrast, and uncluttered
- •Authentic moments over staged
Caption Style
- •Conversational, warm, and elevated
- •Lead with feeling, not features
- •Short paragraphs, line breaks
- •End with an invitation or reflection
Consistency Across Channels
- •Use the same color palette & typography
- •Keep logo placement subtle and consistent
- •Adapt content natively for each platform
- •Maintain a 80/20 balance: inspiration first, promotion second
Milestone Communications
Every milestone is a moment to build momentum, deepen trust, and invite the community forward.
Planning Approval
Announce approval and what it unlocks.
Fundraising Milestone
Celebrate progress and thank supporters.
Design Reveal
Share the vision and design story.
Construction Update
Share progress and keep momentum.
Artist Announcement
Build excitement for the experience.
Opening Countdown
Drive anticipation and finalize details.
Recommended Content Mix
Web Article
Social
Press Release
Video
Mix may shift by milestone and audience. Lead with clarity. Follow with proof.
Message Priorities
Explain why it matters.
Show proof and real progress.
Keep the tone calm and confident.
Connect back to place and purpose.
Tell people what comes next.
Instagram Guidelines
Feed Posts
- • Aspect ratio: 4:5 (portrait) or 1:1 (square)
- • Use warm, golden-hour imagery whenever possible
- • Logo placement: top-left corner, subtle and small
- • Captions: Lead with emotion, end with invitation
- • Hashtags: 8-12 per post, mix branded + discovery
- • Carousel posts for storytelling and progress updates
Stories & Reels
- • Aspect ratio: 9:16 (full vertical)
- • Stories: 3-frame narrative sequences work best
- • Reels: 15-30 seconds, bold title in first 2 seconds
- • Use trending audio when aligned with brand tone
- • Behind-the-scenes content performs well
- • Always include CTA sticker or link
YouTube Guidelines
Long-Form Content
- • 5-15 minute documentary-style videos
- • Cinematic B-roll of canyon and construction
- • Founder interviews and vision stories
- • Artist preview and partnership features
- • Quarterly progress documentaries
YouTube Shorts
- • 30-60 second vertical clips
- • Drone flyovers and time-lapses
- • Quick fact reveals about the project
- • Before/after transformation clips
- • Cross-post top-performing Reels
Production Standards
- • 4K minimum, cinematic color grading
- • Warm tones matching brand palette
- • Ambient nature audio as underscore
- • Custom thumbnail with brand typography
- • End screen with subscribe + next video
YouTube Content Pillars
TikTok Guidelines
Content Strategy
- • Hook in first 1-2 seconds (text overlay or dramatic visual)
- • 15-60 seconds optimal length
- • Native, authentic feel—less polished than IG
- • Trending sounds when brand-appropriate
- • Educational content: "Did you know?" format
- • Satisfying construction time-lapses
- • POV walking tours of the site
TikTok-Specific Rules
- • More casual tone than other platforms
- • Text overlays should be conversational
- • Respond to comments with video replies
- • Duet/stitch with local creators
- • Post 3-5x per week for algorithm favor
- • Use 3-5 hashtags max (less is more)
- • Pin top 3 videos that tell the brand story
TikTok Content Ideas
The Transformation
Before/after of quarry → amphitheater. Satisfying reveal format.
Canyon ASMR
Wind, water, birdsong from the site. Peaceful nature content.
Hard Hat Diaries
Weekly POV from the construction team. Human, real, engaging.
Voice Across Platforms
| Platform | Tone | Format | Frequency |
|---|---|---|---|
| Elevated, warm, cinematic | Feed, Stories, Reels, Carousel | 4-5x / week | |
| YouTube | Documentary, visionary, immersive | Long-form, Shorts, Live | 1-2x / week |
| TikTok | Casual, authentic, curious | Short-form vertical video | 3-5x / week |
| Community-focused, informative | Events, Updates, Shared posts | 3-4x / week | |
| Professional, mission-driven | Articles, Milestones, Partnerships | 2-3x / week |