Brand kit
The reference every other tab pulls from. Click any colour to copy its hex.
Logo
On white
On primary
On navy
Primary palette
Supporting
Admin theme (eucalyptus)
Typography
Hi-res logo downloads
Transparent background PNGs, safe to place over any colour or photo. Rendered from the actual vector mark, not a screenshot, so they stay crisp at any size.
Full logo
Icon only
Wordmark only
Quote / stat card
The carousel-style content slide. Good for NCCD facts, stats, single ideas.
Feature card
Icon, heading, description. Matches the bento grid cells from the site.
Announcement card
Bold headline on a solid background. Launch news, milestones, CTAs.
Highlight cover
Circular Story highlight icons. Instagram crops these automatically.
Before / after
The core voice pattern from the copy formulas, "usually X, in BrainBase Y", as a standalone card.
Testimonial
Ready for when the site's hidden testimonial section has something real to say. Always get permission before posting.
Carousel builder
Multiple slides sharing one style, numbered automatically. This is what the two hand-built NCCD carousels in the Instagram package look like as a repeatable tool.
Save to phone
Real images, not a download button, long-press any image below and choose "Save Image" or "Add to Photos". This works the same way saving any photo from any website does, no special mobile quirks apply here.
Instagram strategy
The plan the rest of this tool is built around.
Read this first
Instagram's 2026 algorithm shift specifically penalises content that reads as AI-generated. The accounts winning right now lean into founder authenticity, not polish. This account should sound like you building something for your own kids that turned into a product, not like a company.
Positioning
Who this is for: Australian parents of primary-aged kids with learning adjustments in place, and the teachers and SENCOs who work with them. The NCCD-literate niche, on purpose, not a broad parenting or edtech account.
Content pillars
1. NCCD literacy (40%) — the guide pages broken into single ideas. Save-worthy, share-worthy, carousels particularly.
2. Building in public (30%) — the founder-story pillar. Raw, unpolished, filmed on your phone. Why you built this, a feature explained by you, a hard decision explained honestly.
3. Inside BrainBase (20%) — product content, shown not sold. Screen recordings of the actual demo, not graphics describing it.
4. Community and questions (10%) — Story polls, answering a real question on camera, crediting a genuine comment with permission.
Format priority
- Reels, the primary discovery vehicle, 2x the reach of static posts. Under 90 seconds, hook in the first 3.
- Carousels, for anything from Pillar 1, these earn Saves.
- Static posts, used sparingly.
- Stories, daily-ish, low effort, this is where "building in public" lives moment to moment.
Bio
Story highlights
| Highlight | Content |
|---|---|
| Start here | 2–3 slides, what BrainBase is, one line each |
| NCCD guides | Screenshots/links to the three guide pages |
| How it works | Screen-recorded clips of the demo |
| Building it | Behind-the-scenes, the founder story pillar |
| FAQs | Pulled straight from the site's FAQ page |
Hashtags
Niche: #NCCD #NCCDsupport #LearningAdjustments #DifferentiatedLearning #InclusiveEducation #SENteacher #LearningSupport
Broader AU: #AussieParents #AustralianEducation #PrimarySchoolAU #HomeworkHelp #ParentingAU #TeachersOfInstagram
Brand: #BrainBaseApp #EdTechAustralia #BuildInPublic
Posting cadence
Reels 2–3/week · Carousels 1/week · Stories a few times a week, not scheduled · Static posts as needed. Batch filming every couple of weeks rather than same-day content.
What not to do
- No engagement pods, no bots, the 2026 algorithm detects and penalises inauthentic activity spikes
- No hard sell in every post
- No stock-photo-style graphics standing in for the real product, screen recordings beat illustrations
Reel scripts
Six ready-to-film scripts, timed, each with a 0–3 second hook.
Reel 1 · Pillar 1
The 10-week rule nobody tells you about
Hook (0–3s): Text on screen: "Most parents have never heard of the 10-week rule." You, straight to camera.
For your kid to be counted in the NCCD, they need adjustments for at least 10 weeks in the 12 months before census day in August. Here's the bit that surprises people: those weeks don't need to be in a row, except for one level. [text overlay: EXTENSIVE = 10 CONSECUTIVE WEEKS] That's new this year.
CTA: "Full breakdown's on the site, link in bio, save this for later." · Talking head with text overlays, 45–60s.
Reel 2 · Pillar 2
Why I actually built this
Hook (0–3s): "I built a study app because of my own kid." (your real version)
Write this in your own words, not a script. The shape: what you noticed at home, the specific moment, why existing apps didn't help, the thing that made you actually start building, where it is now honestly, including the ten-household cap.
CTA: "If you're in a similar spot, early access is open, link in bio." · Talking head, unpolished on purpose.
Reel 3 · Pillar 3
Watch what happens when a kid gets it wrong
Hook (0–3s): Screen recording mid-quiz, wrong answer already selected in red. Text: "This is the bit most apps get wrong."
Most apps just show the correct answer and move on. Here, a wrong answer gets an explanation straight away, and one tap sends the exact question to Pip, who already knows what they got wrong and why. No penalty, just try again, or dig in properly.
CTA: "That's the actual demo, link in bio." · Screen recording with voiceover, 40–60s.
Reel 4 · Pillar 1
Per-subject adjustments, explained in 30 seconds
Hook (0–3s): Text: "One NCCD level for the whole kid? That's not how it actually works."
A kid might need Extensive support to get through a page of English, and be totally fine in Maths. This isn't changing what gets reported to NCCD, still one number a year. It's about actually delivering the right support, subject by subject.
CTA: "Full explainer's on the site. Save this if you're a teacher." · Screen recording, 30–45s.
Reel 5 · Pillar 2
A day building this
Hook (0–3s): Phone selfie angle, obviously mid-task. "What building an EdTech app on your own actually looks like."
Genuinely narrate whatever you're actually doing that day, a few quick cuts, writing content, testing something, a coffee, a frustrating bug, whatever's real.
No CTA needed, or a soft "more of this if you want it." · Multiple raw clips stitched together, lowest-effort, highest-authenticity format.
Reel 6 · Pillar 3
The four safety layers around the AI tutor
Hook (0–3s): Text: "Before you let your kid near an AI, watch this."
Every message your kid sends gets checked twice before Pip even sees it, and Pip's reply gets checked twice more before your kid sees it. [text overlay, four items appearing one at a time: Pattern check → Topic check → AI review → Reply check] Anything concerning gets blocked and flagged for a parent, not answered.
CTA: "Full detail's in the FAQ, link in bio." · Talking head with text overlays on beat, 40–50s.
Filming notes
Vertical 9:16, native to the phone, don't shoot horizontal and crop. Natural light beats a ring light for this account's tone. Captions on every Reel, most people watch muted. Don't reshoot for perfection, the first honest take usually beats the fifth polished one.
AI copy generator
Calls a backend Function using your own Anthropic key, set as a server-side environment variable, never entered here.
Copy formulas
A static swipe file, not live generation. Fill in the brackets, keep the shape.