Key principles for visual tone
Whop is polished, precise, and thoughtfully crafted. But beneath its sleek, systematic exterior lies a playful, vibrant core that draws creators and fans into a world of passion—whether mainstream or niche.
Our brand speaks with a mix of professionalism and personality, inviting curiosity and exploration. Think of it as a well-tailored outfit paired with bold, unexpected details—adding character, charm, and individuality to every interaction.
Just like a marketplace filled with hidden gems for every type of creator, Whop’s identity system embraces cultural microcosms. It’s adaptable, able to zoom into the unique quirks of each subculture, connecting with communities on a deeper level.
When you peel back the layers, Whop reveals a world rich in personality and detail—capturing the essence of every niche with precision and flair.
Brand Level
Marked by color and consistency within brand palette
Passion Level
Marked by color and consistency within brand palette
Culture Level
Marked by color and consistency within brand palette
Key principles for writing
At Whop, we show, don’t tell. Our success and capabilities are reflected in the way our audience receives our brand.
So how do we talk without telling? Simple, with communication principles that keep things short, concise, and sweet. There’s no need to fill in the gaps, because the intention and energy behind every letter in our messaging and copy are crystal clear.
1
Keep it direct.
We are kind, not nice. As your most trusted business partner, we tell you what you need to know in a constructive manner, without sugar-coating it.
How
Use simple and basic sentence structure. Set up clear subjects, objects, verbs, and whatever the rest are. One sentence, one purpose.
2
Keep it playful.
Life should be fun, and so should pursuing your passions. We’re not your co-workers, we’re your besties at work. We’ll keep it a buck, but we’ll have fun doing it.
How
Bring excitement and energy into your writing. Make the joke or reference because you know it’ll land with your reader. All with a mutual recognition of trust and respect.
3
Keep it short.
Life is short, and time is money. Especially in the attention economy. We’re here to help you find what you need to find, learn what you need to know, and do what you need to do in the most efficient way possible.
How
Always consider if you can shorten the sentence. Use clauses for emphasis when necessary.
Practice by channel
Brand
Brand comms is where we make a statement. Write with energy and bold conviction — attracting audiences with a confident aura that they want to be a part of.
Cheat Sheet
Do
Keep it short
Make every word count
Reduce grammatical complexities
Keep it active, not passive
Prioritize one idea at a time
Write like you speak
Know your audience
Understand reader context
Think global
Use humor when relevant
Demonstrate cultural awareness
Speak to broad interests
Write inclusively
Use “we”, “you”, “our” to humanize
Use Oxford commas
Be kind
Ask for copy support
Don't
Use “!”
Copy our community’s slang
Be repetitive
Use jargon
Assume readers know what you mean
Assume you know the audience
Try to say too much
Rely on generic phrases
Use unnecessary adjectives
Use clichés
Overthink it
Punch down
Joke at the expense of another
Alienate communities
Box ourselves into one scene
Continue To
Call our community “you”
Shape your writing to the subject
Share your passion and skills
Write “Whop”, “our”, “we”
Celebrate wins
Skip unnecessary punctuation
Be bold and apologetic
Express with controlled irreverance
Excite
Invite
Embrace
Use simple grammar
Connect with your audience
Understand audience priorities
Cater to audience passions
Refer to this guide
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