Lives in: Figma (the master) + a folder of exported logo/audio/video files.
Go-live: export the assets, update the links in brand-kit.md, and every other stage
picks up the change.
A customer should see the same calm logo, the same plain voice, and the same blue on the postcard, the website, the booking page, and the monthly statement — and never once wonder if they’re dealing with the same outfit. That consistency is the trust pitch. A service you let onto your home Wi-Fi can’t look like it was thrown together. So the brand is settled once, here, and every other surface points back to it instead of inventing its own.
| File | What it is |
|---|---|
the-pitch.md |
What to actually say — the one-liner, the elevator, the 2-minute open, the price talk. The most-used page in the repo. |
brand-kit.md |
The look: logo, color, type, voice — and where the asset files live |
slogans-and-jingles.md |
The taglines we’ve approved + the jingle and intro-video briefs |
The actual logo files, the jingle, and the video are not in this repo — they’re big
binaries that live in the asset folder and are linked from brand-kit.md. (That’s why
.gitignore skips *.psd, *.mp4, and friends.)
Pest control, not lawn care. We sell the quiet, not the fear — calm, specific, and plain enough that a grandparent gets every word. We talk about your living-room TV and your kids’ tablets, never “endpoints.” We put a real person’s name on the work.
The gold-standard sample of this voice is the “Handled For You” log on the live customer Statement:
“Cloudflare pushed a security update to its encrypted-DNS service. Your appliance was updated the same day — your private lookups kept flowing, a little faster than before.” — Patched on your t630 by Jose
When you’re unsure how anything should sound, go read a real one and match it.
| Stage | Inherits |
|---|---|
| 01 web presence | The logo, colors, and type on the website and Google listing |
| 02 demand gen | The voice in every ad, post, and email |
| 03 funnels | The look and tone of the booking form + thank-you page |
| 04 phone | The greeting and voicemail script |
| 06 statements | Visual family resemblance to the live Statement (which sets its own styling) |
The one rule: a downstream surface links to the brand kit — it never re-types a hex code or re-uploads a logo. Change the brand here, once, and re-export. That’s the whole job of stage 00.