---
title: "3.2 Core Messaging"
subtitle: "Tagline and key messages"
description: "The By Default tagline and the four key messages, with guidance on where to use each."
author: "Studio"
section: "Brand Book"
layer: "core"
subsection: "03 Verbal Identity"
order: 2
status: "published"
access: "team"
brand: "internal"
---

## Tagline

**A different standard**

This is our tagline. It captures the brand promise in four words: we don't follow the inherited way of doing things. We set a new default. It appears in the website footer paired with the logo.

## Key messages

### The participation promise

We build the digital experiences that turn audiences into participants. Not just reaching your audience, but turning their attention into action.

*Use on: homepage, pitch decks, introductory emails, boilerplate copy.*

### The attention problem

Attention is harder to earn. Even harder to keep. 1.7 seconds is the mobile scroll window. 70% of new information is forgotten within 24 hours. Your audience isn't tuning you out. They're protecting themselves from the volume. Interactive earns its way in.

*Use on: website "Why interactive?" section, thought leadership, sales conversations.*

### The inclusion standard

Inclusive design isn't a checklist. It's a standard. We build for the audiences others leave out, and the work gets stronger because of it.

*Use on: about page, values content, social media, speaking engagements.*

### The studio difference

We think about our studio the way a race engineer thinks about a car. Every component exists for a reason. Nothing is filler. Nothing is inherited from "the way it's always been done." This is how a small studio competes with agencies ten times our size.

*Use on: about page, case studies, new business conversations.*