Brand
The Brand Bible
Seventeen pages of system: logo, color, typography, voice and the rules the work lives by.
Lohakare
The single source of truth for the Shankul Lohakare brand: how it looks, sounds and moves, from a pitch deck to a reel cover. Pulled from the site; built to outlast it.
When in doubt: jet ground, white type, one orchid marker, and receipts over adjectives.
MAINTAINED BY SHANKUL LOHAKARE
1705SHANKUL@GMAIL.COM
Shankul Lohakare is a director and short-form strategist making cinema-grade content engineered for attention: social campaigns, commercials, and music videos. She built her craft on professional sets in Los Angeles and at Duke University, where she studies Chemistry and Visual Media Studies, operating RED cinema cameras, directing crews and cutting in the edit bay.
The brand is the person: one creative who owns the chain from concept to final cut, and proves the work in public: 50 million views, a 20,000-person concert, event coverage that reached Forbes.
PRODUCTION
DELIVERED
VIEWS
AUDIENCE
to the final cut.
Social campaigns, commercials, and music videos that people actually watch, for brands, artists and institutions that want work made to be replayed.
Direction, production, camera, edit. One creative owns the whole chain, so nothing gets lost in a handoff.
Every piece earns the watch and pays the viewer off. That's what buys the follow, and the brand message rides along.
Formats are tested on @plohakare's 50M-view lab before they ship for a client. Receipts over promises.
The purple SL is the mark, supplied from the site. Never redrawn, re-colored or outlined. It covers avatars, favicons and watermarks where the full name can't breathe.
Keep a margin of x, the wordmark's cap height, clear on all sides. Nothing enters it: no type, no photos, no edges. The same rule scales to the mark, where x is the mark's own width.
RGB 14·13·17
RGB 193·119·238
RGB 245·243·247
RGB 51·31·63
RGB 143·138·150
Jet leads. The brand lives on the ground the site lives on. White does the reading. Orchid marks: a square, a plus sign, one highlighted stat. Never more than ~10% of a layout, and never body text on White.
One family does the whole job: the same grotesque the site is set in. Headlines in Black, sentence case; body in Regular. Flat, flush left, zero decoration.
The spec voice: eyebrows, stat labels, credits, captions. Always caps, always tracked wide.
LH 0.92
LH 1.05
LH 1.2
LH 1.65
TRACK +18%
One family, five roles. Display type earns its size by saying less. If a line can't be huge, it isn't display.
"Stills That Hit Like Frames"
"Content people actually watch -- 50 million views deep."
Shot from the pit, the aisle, the huddle, never from the back wall.
Stage wash, neon, daylight. Amplify what's there; never repaint it.
20,000 people is a fact you can frame. Keep the crowd; keep the room.
Treatment: true blacks that sit on Jet, stage color kept honest, skin protected. No heavy LUTs on stills; crop for motion, not symmetry.
UNIT · ATTACHED, NO SPACE
PLUS · ORCHID, "STILL COUNTING"
Round down, never up.
Every number verifiable on request.
Highlight at most one stat in Orchid.
Receipts over adjectives: numbers, names, outcomes. If a claim can't be verified, cut it.
Copy works like the reels: a hook, then a payoff. Every headline promises something the next line delivers.
A person, not an agency. Direct address, plain verbs, an invitation instead of a CTA.
The lab. Rapid format tests on the personal account; double down on what hits.
Reel-first rollouts for LDOC, Duke Chapel and DBRS: reveals, countdowns, recaps.
Creator-style brand work, proven on her own audience before it ships for clients.
State the payoff, then deliver it.
Tag @plohakare + the collab partner.
Three hashtags max. No walls.
Open on the strongest frame. The hook is visual first. Cut on action; 1.5–3s average shot length for social; let the track drive the edit.
Titles in Archivo Black caps, captions in Archivo 700: bottom-center, two lines max, inside the 10% safe area. One type size per piece.
True blacks, honest stage color, skin first. The grade serves the light that was there. Cinematic, never filtered.
End card: cut to Jet → mark + wordmark + Orchid square, held 400 ms → out. Never letter-by-letter animation.
Lohakare
shankullohakare.com · @plohakare
replayed