Glossary of Key Terms

Glossary of Key Terms

Brand Audit – A structured review of your current brand assets and market perception to identify gaps, strengths, and opportunities.

Brand Guidelines / Style Guide – A reference document that sets out your visual and verbal rules (logo use, colours, typography, tone of voice) so your brand stays consistent everywhere it appears.

Call-to-Action (CTA) – The prompt (button, link, line of copy) that tells your audience exactly what to do next—e.g. Book a Table, Download the Guide.

CMS (Content Management System) – The backend platform (e.g. Squarespace, Shopify, Webflow, WordPress) that lets you update site content without touching code.

Content Marketing – Creating and sharing valuable, relevant stories or resources (blogs, videos, social posts) to attract and retain an audience.

Creative Retainer – An ongoing monthly agreement covering a set number of hours or deliverables, giving clients priority access to the studio at a predictable cost.

DPI (Dots Per Inch) – Print-resolution measurement; 300 dpi is standard for sharp, professional quality.

Figma / Adobe XD / Sketch – Cloud-based design tools used for wireframing and prototyping digital experiences before development begins.

Hero Image / Hero Section – The large, eye-catching visual and headline at the top of a webpage designed to capture immediate attention.

KPI (Key Performance Indicator) – A measurable goal (traffic, conversions, engagement) that tracks the success of a campaign or project.

Pantone® Matching System (PMS) – An international colour library used to achieve exact spot-colour matches in print.

Personas – Semi-fictional profiles summarising the motivations, needs, and behaviours of your ideal customers.

Responsive Design – A development approach that ensures your website looks and works beautifully on mobiles, tablets, laptops, and large screens.

Scope – The agreed list of deliverables, timelines, and responsibilities covered by a project (sometimes called scope of works).

SEO (Search Engine Optimisation) – Techniques that improve a site’s visibility in organic search results, driving free traffic from Google and others.

UI (User Interface) – The visual elements that users interact with on a digital product—buttons, menus, icons, forms.

UX (User Experience) – How people feel while interacting with your website or product; focuses on ease, clarity, and delight.

Vector vs Raster – Vector graphics (e.g. logos in .AI, .SVG, .EPS) scale infinitely; raster images (e.g. photos in .JPG or .PNG) are pixel-based and lose quality if enlarged.

Wireframe – A bare-bones layout map that shows page structure and hierarchy before visuals are applied.