Created by Lonnie Elliott
Welcome
I’m glad you’re here. This is a free resource to help everyone read, study, and enjoy the craft of brand manifestos. Everything is based on a personal system I developed over 15 years as a writer inside the creative studios at Meta and Apple.
New to the site? You can access the archive anytime by clicking Manifestos in the nav bar. You can also scroll to the knowledge center for original articles on structure, theme, technique, and more. Any questions? Send me an email. Thanks for visiting.
Manifesto Examples
175+ Great Scripts
Click the link below to explore a collection of manifesto-worthy print ads and commercials scripts, all of which offer valuable insight into the craft of establishing creative ideas.
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Knowledge Center
How to Structure a Manifesto
This page walks you through the structure of great manifestos. Learn how to create powerful pieces with examples from the archive. Recently updated with the sixth and final structure: The W Shape.
Mastering the Manifesto Style
Manifestos use specific language techniques that make them more memorable. Even though you may only use a few each time, I’ve found it helpful to keep all of them close at hand should a need arise.
Types of Brand Manifestos
Recently revised to 24 core themes, which gives shape to the job your manifesto is doing. The themes are bucked into six umbrella categories, all of which can be written in every structure.
Manifesto Cheat Sheets
I frequently post guides on Linkedin covering different aspects of the manifesto process. You can access an archive of those, which include deep dives on structure, genre, openings, endings, and more.