The brand kit. Everything you need to plan, build, promote and protect the Business Builders identity — in one place.
Nine short chapters. Read cover-to-cover on your first day, then dip in whenever you're about to ship something with our name on it.
Two weights of Poppins, a slab-serif counter, and a hammered anvil. One lockup does almost all the work.
Always leave one X of clear space on every side, where X equals the cap-height of the "B" in BUSINESS.
Black carries the weight. Yellow makes the point. Everything else is supporting cast — used quietly, never decoratively.
Roughly 60% neutral (paper/white), 30% Ironwork Black, 10% Builders Yellow. Yellow is an accent, not a field.
Always Ironwork Black on yellow — never white, never navy. This is the single highest-contrast pair we own.
Use the #FACC15 → #F49E1C gradient on large surfaces only. No tri-color gradients, ever.
Headlines are always Poppins, always uppercase, always tight. Inter runs the body. A single italic serif face softens the long-form.
CLEAR MESSAGE. PROVEN STRATEGY. REAL GROWTH.
Get a plan that works.
Plan. Produce. Promote. Protect.
StoryBrand Certified Agency
Every service you need to plan, build, promote, and protect your business — all under one roof.
We help you grow. When you have the right team around you — one that leverages AI, StoryBrand messaging, and 26 years of operator experience — marketing stops feeling like a gamble and starts feeling like a system.
--bb-yellow: #FACC15; --bb-black: #1A1918; --fs-h1: 56px;
Rule of thumb. If it shouts, it's Poppins, uppercase, and tight. If it explains, it's Inter, sentence case, generous. If it softens or invites, it's an italic serif — and it's short.
The reader is a busy owner who is frustrated with marketing that doesn't work. Name the problem, promise a plan, show the proof. Never synergy.
Short sentences. Concrete nouns. No jargon, no hedging. If a 12-year-old can't follow it, rewrite it.
Classic StoryBrand. Every section ends on a clear next step. No dead-end paragraphs.
Big claims get numbers: "532% site traffic." "Inc. 5000 twice." "26+ years." Evidence over adjectives.
Headlines bark. Subheads in italic serif invite. The reader should feel like they're being taken care of, not sold to.
If a piece has the yellow highlight word, the offset shadow, the italic serif, or the anvil — it reads as Business Builders in half a second.
One word inside a headline turns --bb-yellow. Often italicized. Never more than one per line.
A hard black rectangle 4–10 px down-right of the element. No blur. The "paper on a wall" effect.
box-shadow: 6px 6px 0 0 #1A1918;
Under every Poppins headline, one sentence of italic serif. Softens the shout. Never more than 20 words.
"Every service you need to plan, build, promote, and protect your business — all under one roof."
The mark is a hammered anvil. Use it solo below 140 px, or tucked up-right beside the wordmark. Never decorative.
Yellow squared chips appear on dark sections, black pills on light sections. Alternate, never mix both on the same surface.
Icons are thin, boxed, and functional. Photography is warm, natural, and always of real people doing real work.
Lucide at 2 px. Icons sit at 42–50% of the containing box. Never fill. Never mixed weights in the same row.
On dark: black box, 2 px yellow border, yellow icon. On light: solid yellow box, black icon. Nothing else.
Social squares, business cards, letterhead, email signature. Same three moves — yellow word, offset shadow, italic serif — applied at every scale.
Case Study
Hiring
Framework
Dear Morgan,
Thanks again for the call last week. Attached is the scope we discussed — the short version: we'll start with messaging, ship a new home & services pages inside eight weeks, and run the paid & SEO engine alongside from week three.
You asked for numbers. Last year, a client in a similar spot saw a 532% lift in qualified site traffic over twelve months. Not a guarantee — but a realistic ceiling with the stack we're proposing.
Happy to walk through any of this on a call, or leave it with you to read. Either works.
Signature rules. 84 px avatar. Name in Poppins ExtraBold, role in italic serif gray. Never add quotes, mottos, or social icons. The wordmark sits below contact lines, never above.