Creative Standards

The Johnson Brothers Blueprint

Before an idea is approved, it must pass the following criteria. Study these standards before submitting your ideas.

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Criterion 1

Relatability

  • Would someone instantly send this to a friend?
  • Is it relatable to a wide audience?

Focus Areas

The boysFriend humorFamily humorGeneral audience
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Criterion 2

Reference (Cultural / Movie / Show)

  • Can the audience recognize the reference?
  • "I've seen this before" or "I know what this is from"
  • Not required, but increases the likelihood of success
  • We intentionally lean into movie and cultural references
  • Stay current with popular media
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Criterion 3

Originality

  • Do not copy existing ideas — The Johnson Brothers will completely shut down all together before we copy someone else's work
  • If it cannot be made original, it should be discarded
  • Inspiration is acceptable
  • The final idea must become something new
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Criterion 4

Trending (Optional)

  • We do not chase trends
  • If a trend fits our style, we adapt it
  • We never follow a trend exactly
  • The goal is to make it fit the Johnson Brothers brand
  • All trends must be adapted with a unique twist and remain family-friendly

Examples

"Me and the boys after watching…""The boys try…"Meme or viral formats

The Golden Rule

Every idea submitted should make you think: "Would I immediately send this to a friend?" If the answer is yes, you're on the right track.

Submit Your Ideas