Brand & social kit
Everything needed to post as ThailandHQ without the account drifting away from the site. The social cards are generated from the same data the site runs on, so when the weekly segments rotate on Monday, this week’s set regenerates with them.
Wordmark
Set in Newsreader Semibold at −0.02em tracking. “HQ” always takes the accent; the two words never separate and the mark is never set in all caps. The publication name — This Week In Thailand — is set in the same face and title case, and is the masthead on every social card.
Palette
Paper
#fdfcfa
Page background, card fill
Ink
#1a1713
Body and headline text
Muted
#4a443b
Secondary text
Celadon
#1f5c4c
The accent. Links, labels, one thing per view
Clay
#b4552f
Warnings, alcohol-ban days, corrections only
Rule
#e2ddd3
Hairlines and borders
Warm neutrals and a single restrained accent, drawn from Thai celadon ceramics rather than the flag or the usual travel-brochure teal. Clay is never decorative — it appears only where something needs care.
Typography
Newsreader — headlines, numbers, Thai transliteration
Inter — interface, labels, metadata, everything small
Noto Sans Thai — Thai script, weight 600 · น้ำใจ เกรงใจ สบาย
Social cards
Right-click any preview to save it, or open the URL directly. Swapformatfor the size you need. These refresh automatically each Monday.
| Format | Size | Where it goes |
|---|---|---|
| square | 1080 × 1080 | Instagram feed, LinkedIn |
| portrait | 1080 × 1350 | Instagram feed — taller, more reach |
| story | 1080 × 1920 | Stories, Reels cover, TikTok |
| og | 1200 × 630 | Open Graph, X, link previews |
News card
Photo, scrim, headline — the format that never changes. Pass ?text= and ?photo= to make one for any story. This is the workhorse.
/api/card?type=headline&format=…
Say this
The Thai phrase of the week. The best-performing format in this set — it teaches something in two seconds.
/api/card?type=phrase&format=…
The number
One figure with its label. Works as a hook; put the context in the caption.
/api/card?type=number&format=…
Why they do that
The custom explained. Strongest for saves and shares.
/api/card?type=custom&format=…
What's on
The next event with its dates. Post 7–10 days ahead of the date.
/api/card?type=event&format=…
Edition cover
The weekly cover. Use as the first slide of a carousel.
/api/card?type=edition&format=…
Voice
- Say the number
- “The DTV needs ฿500,000 in savings”, not “significant financial requirements”. Specificity is the whole product.
- Lead with the answer
- The reader has a question. Answer it in the first sentence, then qualify. Never build up to it.
- Admit the mess
- Thai bureaucracy is inconsistent. Saying so is what separates us from sites that invent a clean answer that falls apart at the counter.
- No brochure adjectives
- Nothing is vibrant, bustling, hidden-gem, must-see or a tapestry. If a sentence would fit in an airline magazine, cut it.
- Dry, not jokey
- Warmth comes from precision and the occasional flat understatement, not from puns or exclamation marks.
- Never fake authority
- No invented experts, no fabricated bylines, no numbers we have not checked. One wrong visa threshold costs more trust than a year of good posts earns.
A week of posting
Five posts a week, all generated from what the site already published. The point is consistency at near-zero marginal effort — not volume.
- MondayEdition coverThe week's cover as slide one, then the phrase and number as slides two and three. Caption links the site.
- TuesdaySay thisThe phrase card. Caption carries the cultural note — this is the one people save and send to friends.
- WednesdayThe numberHook in the image, explanation in the caption, link to the guide it came from.
- FridayWhy they do thatThe custom card. Best day for reach on this format and the strongest share driver.
- SundayWhat's onThe next event, 7–10 days ahead so people can act on it. Also goes out in the newsletter.