THE VOICE
GUIDE.
INTERNAL REFERENCE. HOW PRIMERAS SOUNDS, WHO IT'S FOR, AND WHO IT'S NOT.
PROUD. JOURNALISTIC. NEVER APOLOGETIC.
Primeras sounds like a confident witness, not an activist with a megaphone. We don't argue that women matter — we show the receipts.
Think: a sharp headline editor who happens to only care about her stories. Declarative. Bold. Short sentences. Zero corporate gloss.
"SHE DID THAT. AND SHE'LL DO IT AGAIN."
WHO WE'RE WRITING FOR.
Women 25–45 who are tired of doom-scrolling and want to see themselves reflected in the news — without wading through tabloid sludge.
Secondary: journalists, editors & researchers who need a curated signal. Tertiary: brands & sponsors who care about this audience.
AUDIENCE FIRST. PARTNERS FOLLOW THE AUDIENCE.
GROW THE READER AUDIENCE.
The #1 goal right now is readers. Every design choice, every line of copy, every share asset serves that.
Submissions and sponsorships are downstream of reach. If we pick one metric: weekly returning readers.
WHO PRIMERAS IS NOT FOR.
- → People who want celebrity gossip, feuds or drama
- → "Girlboss" corporate content fans
- → Trolls & debate-bros looking for a fight
- → Lifestyle / wellness / influencer crossover readers
IF IT SMELLS LIKE A DAILY MAIL HEADLINE, IT'S NOT US.
THE NON-NEGOTIABLES.
- → Use "woman / women" as the noun
- → Use first name on second reference (Serena, not Ms. Williams)
- → Lead with the verb: "wins", "builds", "launches"
- → Short sentences. One idea per line.
- → Wit welcome. Dry humor welcome.
- → ALL CAPS for headings, mono for labels
- × "Female" as a noun ("a female won...") — never
- × "Empower / empowerment" — overused, say what she actually did
- × Corporate speak: "journey", "ecosystem", "amplify"
- × Passive voice ("was awarded") when active works
- × Sarcasm aimed at people — punch up, not sideways
- × Exclamation marks. We don't need them.
READ THIS WEEK.
The #1 CTA across the site is READ. That's the hook.
COMPANY PAGE COVER (1128×191).
Exact 1128×191 px cover for the Primeras LinkedIn company page. Click download to export a pixel-perfect PNG.
STORY ASSET (1080×1920).
Exact 1080×1920 px Instagram Story matching the homepage hero. Post it, share it, drop it in a bio. Click download for the pixel-perfect PNG.
PICK ONE. REPEAT IT.
- → WOMEN // MAKING // HISTORY
- → WHAT SHE DID THIS WEEK.
- → A LIVING ARCHIVE OF WHAT SHE DID.
- → EVERY WEEK. ONE VOLUME. HER STORIES.
- → SHE DID THAT.
WHEN IN DOUBT: WOULD AN EDITOR AT THE 19TH* PRINT THIS?