# Lawn & Land Marketing: Brand Context for AI Agents > **Read this first.** This one file defines how anything made for or by Lawn & Land Marketing should look, sound and feel. Drop it into a prompt or system message, or attach it as a reference. The token files, logo pack and graphics pack all descend from it. **Version:** 1.0 (the 2026 rebrand) · October 2026 **Brand site:** https://brandkit.lawnlab.dev/ (team login) · **This file:** https://brandkit.lawnlab.dev/brand (public) **Live reference build:** https://lawnandlandmarketing.com/ (the website is the 2026 brand in production) The 2025 brand (Rethink Sans and Outfit type, the badge / vertical / horizontal logos with borders, `#6837EF` and `#5DCA49`, Gator Glow backgrounds) is **retired**. If you find any of it in a file or template, replace it with what's below. --- ## 01 · Who we are **Lawn & Land Marketing** is a digital marketing agency built for the **green industry**: lawn care, landscaping, outdoor living, land clearing, excavation, septic installation and holiday lighting companies. We build the complete marketing engine (website, SEO, Google Ads, Meta Ads and automation) so those businesses stop guessing and start dominating. - Home base: St. Petersburg, FL. Clients across the U.S. - **Numbers:** use only real, approved figures. The live site's numbers are the safe default: **97%+ client retention**, **100+ green industry companies**. Never publish exact client counts, revenue, headcount or ad-spend totals. - We claim only our real services. The client runs their own sales and operations; we don't book, quote or close for them. ### The big idea **Growth isn't random. It's built on a proven framework.** The brand looks like a system because we sell systems. Brand line: **The Lawn & Land Way.** Tagline: **Proven systems. Predictable growth.** ### The feel - **Blue-collar meets tech.** The green the industry trusts, plus the purple that says digital and performance. American workwear, motorsport and heavy-equipment attitude in the logo; blueprints, data and HUD readouts in the graphics. - **80s/90s tech, a little grit.** Hard type, glitches, scanlines and grain when the medium allows. Restrained on the website (grain, netting, HUD labels); louder in video and social. - **Engineered, not decorated.** Every graphic says "this was planned." One idea per surface. Nothing added just to fill space. --- ## 02 · Brand strategy ### Mission Too many green industry companies are stuck relying on referrals, inconsistent lead flow and marketing that isn't built for long-term growth. Most agencies understand marketing. We understand the green industry. Lawn & Land Marketing helps ambitious green industry companies become the most trusted, visible and profitable businesses in their local market through proven growth systems. ### Mission statements (use the one that fits the space) - **Short:** Helping green industry companies dominate their local market. - **Web header:** Helping green industry companies dominate their local market through proven digital growth systems. - **Long:** We help green industry companies become the most trusted, visible, and profitable businesses in their local market through proven digital growth systems. ### Taglines - Proven systems. Predictable growth. *(primary)* - The growth system built for green industry. - Turning growth into a system. - Stop competing. Start dominating. ### Signature language Proven Systems · Predictable Growth · Growth Partner · Dominate Your Local Market · Built To Scale · Long-Term Growth · Market Leader · Green Industry Specialist · Growth Engine · Built For The Green Industry · Consistent Lead Flow · The Lawn & Land Way --- ## 03 · Values 1. **Be the energy.** We create momentum. Energy is contagious, and momentum drives results. 2. **Courageous communication.** We say what needs saying: directly, respectfully, with confidence. Transparency builds trust. 3. **Lead with solutions.** Every challenge gets ownership, initiative and a solution-first mindset. 4. **Own your role.** We own the outcome, hold a high standard and keep raising the bar. 5. **Grow or die.** Growth isn't optional. We stay curious, keep learning and help clients stay ahead. --- ## 04 · Voice & tone A blue-collar operator who also reads marketing books. Say less, prove more, and write like you're talking to a busy owner. | Our voice is | Do | Don't | |---|---|---| | **Confident & authoritative.** Confidence backed by proven experience. Lead with expertise and speak with certainty. | "We've proven what works. Our job is to help you implement it." · "We know what works because we've done it." | Sound uncertain or try to prove yourself. ❌ "We think this will help..." ❌ "Our innovative, cutting-edge approach..." | | **Straight-talking & practical.** Simple, honest, outcome-focused. Explain the why and connect it to business growth. | "Word of mouth will only take you so far." · "We've proven what works. Now it's about implementing it consistently." | Use marketing jargon clients have to translate. ❌ "We'll implement a multi-channel digital ecosystem to improve your online presence." | | **Invested in your success.** A growth partner, not a service provider. Their goals become our goals. | "Your success is our success." · "If we don't believe it'll move your business forward, we won't do it." | Sound transactional or deliverable-focused. ❌ "That's outside the scope of your package." ❌ "We've completed this month's deliverables." | ### Words that sound like us operator · booked jobs · lead flow · pipeline · growth system · partner · specialist · green industry · built for · real numbers · dominate · compound ### Words we don't use synergy · holistic · ecosystem · solutions · cutting-edge · innovative · revolutionize · unlock · empower · game-changer · best-in-class · turf wars · rooted in · mowing the competition ### Rules - **Numbers do the bragging.** Name a real result instead of an adjective. - **One approved pun: "Let's get growing."** Sign-offs and CTAs only. No "turf wars," no "rooted in results," no "fertile ground." - **No em dashes in public copy.** Use a period, comma, colon or parentheses. - City and county names carry a two-letter state code ("Tampa, FL"). - **Tone by surface:** sales pages get a touch more confidence; reports and client emails drop the wit and report honestly; social can be sharper and louder. --- ## 05 · Audience Two owners we write for. Don't blend them in one piece. **Mike (getting found).** 35–55, Southern U.S. (FL, TX, GA, the Carolinas, TN, AL), $300K–$2M+, owner of a lawn care, landscaping or outdoor living company. Trade background; built the business on referrals and quality work. Values plain talk and hard work, skeptical of outsiders, turned off by flashy agencies. Lives on Facebook and YouTube. Wants a specialist with a proven system to take marketing off his plate. *Frustrations:* word of mouth isn't enough; doesn't want to learn digital marketing; doesn't know which agency to trust; no time for another vendor; wants consistent lead flow without the worry. **Chris (owning the market).** 40–60, Northern U.S. (New England, the Midwest), $2M–$10M+, owner or CEO of an established company. Business-minded; already has a website and runs campaigns, but growth has plateaued. Measures every investment against revenue, margins, lead cost and ROI; challenges ideas and doesn't give trust away easily. LinkedIn, YouTube, Facebook groups, Instagram. *Frustrations:* plateaued growth; marketing without clear strategy or ROI; distrust of generic agencies; carrying too much of the marketing himself. --- ## 06 · Logo system Gadexa lockups with a hard extrusion and a Limeade-to-Gator outline: workwear, motorsport, heavy equipment. **Always use the artwork files. Never retype the logo in any font.** All files: `https://brandkit.lawnlab.dev/assets/brand/logos/` · full pack: `https://brandkit.lawnlab.dev/downloads/logos/ll-brand-assets.zip` | Lockup | Files | Use | |---|---|---| | **Primary logo** (default) | `primary-logo.svg` / `.png` | Footers, profiles, presentations, print, anywhere with room | | **Horizontal logo** | `horizontal-logo.svg` / `.png` | Website headers and nav bars, email signatures, narrow strips | | **Secondary logo** | `secondary-logo.svg` / `.png` | Big statement placements: merch, signage, truck wraps, cover slides | | **Brandmark + wordmark** (flat) | `brandmark-wordmark-{white-green,green,white,black}.svg` | One- and two-color printing, embroidery, documents | | **Wordmark** (flat) | `wordmark-{white-green,green,white,black}.svg` | Flat and single-color use | | **Text logo + brandmark** | `text-logo-brandmark-{white,black}.svg` | Small and utility placements where Gadexa detail would blur | | **Text logo** | `text-logo-{green,white,black}.svg` | Legal lines, tiny footers, UI chrome. Never the hero logo | | **Brandmark** | `brandmark-corner-{white-green,green,white,black}.svg` (already in default orientation) | Favicons, avatars, app icons, watermarks, video end cards | | **3D brandmark** | `brandmark-3d-{white,black}.svg` | Hero moments, motion, merch, signage. Not for small sizes | PNG exports of the flat versions (including `brandmark-corner-*.png`) are in `/assets/brand/logos/png/`. Favicons: `/assets/logos/favicon.ico`, `favicon-32.png`, `favicon-64.png`, `favicon-192.png`, `favicon-512.png`, `favicon-square.png`. Print and vendor files (AI, EPS, PDF) live in the team's NEW BRANDING Drive folder. ### Brandmark orientation (get this right) Standing alone, the brandmark sits as a square corner: **the white piece fills the top-right corner** and the two green pieces wrap the top left and bottom right. **Use the `brandmark-corner-*` files as they are; they're already in this position.** The designer's source files (`brandmark-*` without "corner", plus the AI, EPS and PDF files) are drawn as a chevron pointing up, so **rotate those 45° clockwise**, never the corner files. Lockups that include the brandmark (brandmark + wordmark, text logo + brandmark) already have it in position. When briefing a printer or vendor with a source file, say "rotate 45 degrees clockwise so the white corner points to the top right" and attach a reference image. ### Usage - **Clear space:** at least the height of the "L" in LAWN on every side. No text, photo edge or graphic enters it. - **Sizing:** lock one dimension (usually height) and let the other follow. Never set both, never stretch. Lockups are not square: for square slots (favicon, avatar, app icon) use the brandmark on a padded square file. - **Minimums on screen:** horizontal logo 160px wide, primary logo 120px wide, brandmark 24px. Smaller than that, use the text logo. - **Backgrounds:** Midnight (home, full color) · purple-to-dark gradient (full color) · Cloud or paper (black flat versions) · busy photos (white flat version over a dark, calm area only). - **Never:** stretch or squash · retype in a font · recolor outside the official versions · add glows or drop shadows · tilt a lockup · put a tagline inside the clear space · use the retired 2025 logo. --- ## 07 · Color Five colors. **Dark-led.** Limeade leads, Gator supports, Twilight punctuates. That order never flips. | Color | Hex | RGB | Role | |---|---|---|---| | **Twilight** | `#6938EF` | 105 56 239 | Digital, performance-driven. Unexpected in the green industry. One moment per surface | | **Gator** | `#5DCA4A` | 93 202 74 | Rooted in landscaping. Growth, momentum, long-term success | | **Limeade** | `#ACE71D` | 172 231 29 | Energy and movement. Key messages, calls to action, moments of progress | | **Midnight** | `#191919` | 25 25 25 | A softer alternative to pure black. The canvas | | **Cloud** | `#F5F7F2` | 245 247 242 | Clean off-white. Type on Midnight, paper for documents | ### The 70 / 25 / 5 ratio - **70% Midnight + Cloud.** - **25% greens:** Limeade does most of the work, Gator supports. Over about a quarter of a surface, green stops being a brand color and becomes a paint job. - **5% Twilight:** a guest, not a host. One moment per surface, for the thing that needs to be found (the live chat bubble, the active step, the one highlighted phrase). ### Pairings ✅ Cloud on Midnight · Limeade on Midnight · Midnight on Limeade · Cloud on Twilight · Midnight on Cloud · Twilight on Cloud ❌ Limeade on Cloud (fails contrast) · Gator on Limeade (two greens vibrate) · Twilight blended or gradiented into any green · off-system colors (pink, teal, coral, red as an accent) ### Legibility floor: 4.5:1 for every line of text Body, labels and meta lines all meet WCAG AA. On Midnight, faded Cloud text never goes below 60% opacity (placeholders 50%); faded Limeade never below 70%. Under 20% opacity is decoration only (watermark numerals, dividers). Check with a contrast tool; don't eyeball it. ### UI neutrals (derived from Midnight and Cloud) Deep `#121212` · Midnight `#191919` · Raised `#202020` · Panel `#262626` · Slate `#5E605C` · Mist `#A4A6A1` · Cloud `#F5F7F2` · Twilight Soft `#C6B0FA` (Twilight text on dark surfaces) ### Functional colors (apps and data only) - **Semantic:** Brick `#E54B4B` destructive · Marigold `#F5A524` warning · Sky `#3B82F6` info · Sod `#16A34A` confirmed success. Functional, never decorative, never a brand accent. - **Data-viz sequence** (walk it in order, don't reorder): `#ACE71D · #6938EF · #5DCA4A · #3B82F6 · #F5A524 · #E54B4B · #7B827D · #C6B0FA`. For sequential data use a Limeade ramp or the neutrals. --- ## 08 · Gradients Two gradients, two jobs. - **Purple-to-dark** (Twilight fading into Midnight). The brand's background light: hero corners, CTA bands, profile cards, social backgrounds. Pool it from one corner and keep any green (netting, accents) on the opposite side so purple never blends into green. ```css background-color: #191919; background-image: radial-gradient(75% 85% at -6% 108%, rgba(105, 56, 239, .55) 0%, rgba(105, 56, 239, .16) 38%, transparent 66%); ``` - **Green** (Limeade `#ACE71D` to Gator `#5DCA4A`). **Only inside logos and supporting graphics**: the logo outline, the MARKETING bar, the brandmark, netting dots. **Never** a background, button fill or text fill. No gradient on type, ever. Reference images: `/assets/brand/gradients/purple-gradient-web.webp`, `purple-gradient-socials.webp`, `green-gradient-web.webp`, `green-gradient-socials.webp`. --- ## 09 · Typography Four typefaces, four jobs. Anton does the shouting, IBM Plex Mono does the organizing, Inter does the explaining. | Role | Font | Rules | |---|---|---| | **Logo** | Gadexa Italic | Logo artwork only. Never typeset anything in Gadexa | | **Headings** | **Anton** Regular (Google Fonts) | H1/H2, big numbers, campaign statements. **Uppercase.** One weight only: never fake bold or italic. Line height 1.0–1.05 | | **Subheads & labels** | **IBM Plex Mono** SemiBold 600 / Bold 700 (Google Fonts) | Card titles, eyebrows, labels, buttons, nav, coordinates, step numbers. Uppercase for short labels; **never for paragraphs** | | **Body** | **Inter** Regular 400, 500–700 for emphasis (Google Fonts) | Body copy, descriptions, FAQ questions, article subheads, anything that's a full sentence. Sentence case. 15px minimum on screen | Load: `https://fonts.googleapis.com/css2?family=Anton&family=IBM+Plex+Mono:wght@500;600;700&family=Inter:wght@400..700&display=swap` ### Hierarchy pattern 1. **Eyebrow:** Plex Mono, uppercase, Limeade, often with a `//` prefix ("// Landscaping marketing agency") 2. **Headline:** Anton, uppercase, Cloud (one word or phrase may be Limeade, or carry the Twilight marker) 3. **Sub-line:** Inter, Cloud at 78% 4. **CTA:** Limeade button (+ optional secondary) ### The Twilight marker (`.hl`) One impact phrase per surface gets a skewed Twilight swipe behind the lower part of the word, with Cloud lettering on top. It inherits the heading's weight. Dark surfaces only; never on body copy, never on greens. ```css .hl { position: relative; z-index: 0; color: #F5F7F2; font-weight: inherit; padding: 0 .18em; white-space: nowrap; } .hl::before { content: ''; position: absolute; z-index: -1; left: 0; right: 0; bottom: .08em; height: .62em; background: #6938EF; transform: skewX(-11deg); } ``` Markup: `Stop competing. Start dominating.` --- ## 10 · Supporting graphics Inspired by landscaping blueprints, planning drawings and technical diagrams: every result follows a structured process, not guesswork. Files: `https://brandkit.lawnlab.dev/assets/brand/graphics/` · pack: `https://brandkit.lawnlab.dev/downloads/graphics/ll-supporting-graphics.zip` - **Primary netting** (`net-corner-*`, `net-center-*`): the blueprint behind everything. Let it bleed off an edge and fade toward the copy. - **Targets** (`target-*`, `corner-target-*`): crosshairs mark the point of focus (a key stat, a photo subject). One per surface. - **STEP. 01 boxes** (`step01-box-*`): number process steps in Plex Mono inside a thin Limeade frame. - **Growth system arrow** (`growth-system-*`): start dot to arrowhead. Progression, roadmaps, before-and-after. - **Coordinates** (`coordinates-*`): Plex Mono HUD readouts. Use real ones: St. Petersburg, FL is **N. 27.7676° W. 82.6403°**, or the client's service area. - **Measurement line** (`distance-*`): a dimension line with a label, to frame a stat, a span of time or a service radius. - **Dotted guides** (`target-dotted-*`): connect targets and steps across a layout, like a site plan. - **Brandmark formations** (`brandmark-4x-*`, `brandmark-formed-target.svg`): four brandmarks forming a target. Built for motion. - **Colorways:** Limeade or Gator on Midnight; white on photos and the purple gradient. **Rules:** one idea per surface (netting plus one accent is plenty) · quiet by default (netting at roughly 30–50% on busy layouts, masked toward the text; don't scale a graphic until its strokes get heavy) · **blueprint frames are 1px dashed Limeade with square corners**, for the one featured element in a section (a stat block, a featured card, a callout). --- ## 11 · Components (from the live website) ### Buttons - **NON-NEGOTIABLE: buttons never wrap to two lines.** `white-space: nowrap; line-height: 1`. Shorten the copy before you shrink the type ("Book a free strategy call", "Explore our programs"). - **Primary:** solid Limeade `#ACE71D`, Midnight text, IBM Plex Mono Bold 14px, uppercase, .04em tracking, 4px corners, padding 15px 24px. Hover: `#C2F04A`, lift 2px. - **Secondary (ghost):** transparent, Cloud text, 1px Cloud border at 15%. Hover: border and text turn Limeade. - **Focus:** visible Limeade ring. ```css .btn { display: inline-flex; align-items: center; gap: 10px; white-space: nowrap; line-height: 1; font: 700 14px/1 'IBM Plex Mono', monospace; letter-spacing: .04em; text-transform: uppercase; padding: 15px 24px; border-radius: 4px; } .btn--lime { background: #ACE71D; color: #191919; } .btn--lime:hover { background: #C2F04A; transform: translateY(-2px); } .frame { border: 1px dashed rgba(172, 231, 29, .55); border-radius: 0; } .label { font: 600 12.5px 'IBM Plex Mono', monospace; letter-spacing: .04em; text-transform: uppercase; color: #ACE71D; } ``` ### Cards, inputs, labels - **Card:** Raised `#202020` panel, 1px Cloud line at 8%, 8px corners. Hover lifts 3px and the border turns Limeade. The one featured card in a section swaps to the dashed blueprint frame. - **Input:** Raised panel, 1px Cloud line at ~12%, 4px corners, Inter text, Plex Mono uppercase label above. Focus: Limeade border. - **Stat block:** big Anton number in Limeade, Plex Mono label under it, inside a dashed frame. - **Section rule:** a Limeade tick, dot and arrow line (72 × 12) under eyebrows. See `--ll-rule` in the CSS tokens. ### Layout - Header, top bar and footer span the full viewport; only content is capped (around 1200px). - Generous whitespace. One hero idea per screen. Sections breathe (64–96px). - Layouts must work at phone width with no sideways scroll; buttons stack full-width on phones. --- ## 12 · Iconography - **[Lucide](https://lucide.dev/) only.** Never mix libraries. - Stroke only, **1.75** weight (2.0 at large sizes), round caps and joins, `currentColor`. - Sizes: 16 inline meta · 20 buttons and UI · 24 nav · 40 feature cards · 64 hero and empty states. - Treatments: plain Limeade on Midnight, or inside a dashed Limeade square tile. - **Never:** filled icons, emoji in product UI or marketing, icons drawn with divs and borders, 3D or gradient icons. --- ## 13 · Motion **Web: punctuation, not entertainment.** No bounces, springs or linear easing. - Easing: primary `cubic-bezier(.2, .7, .2, 1)` · smooth `cubic-bezier(.4, 0, .2, 1)` · decelerate `cubic-bezier(0, 0, .2, 1)` - Durations: 150ms hover and focus · 200ms buttons and links · 300ms cards and panels · 500ms entrances · 800ms one section reveal per page, max - Always respect `prefers-reduced-motion`. **Video and social: more attitude.** This is where the 80s/90s tech energy lives: the Gadexa logo glitch as the payoff, CRT and VHS cues, grain, chromatic splits in Limeade and Twilight (never red and blue), hard Anton slams. Accents, not wallpaper. --- ## 14 · Don'ts (catch these before anything ships) - Stretched or squashed logo (lock one dimension) - The retired 2025 logo, fonts or colors - Green gradient as a background, button or text fill - Gradient on type of any kind - Purple melting into green - Paragraphs set in Plex Mono caps (sentences go in Inter) - Fake bold or italic Anton - A button that wraps to two lines - Low-contrast text (4.5:1 minimum, every line) - More than one Twilight moment, or more than one graphic idea, per surface - Emoji or CSS-drawn icons - Em dashes in public copy --- ## 15 · Gut check for AI-made work 1. Would it look at home next to https://lawnandlandmarketing.com/? If not, rework. 2. Headlines in uppercase Anton, labels in Plex Mono, sentences in Inter? 3. Is Twilight limited to one moment, and is green under about a quarter of the surface? 4. Any gradient on type, or a green gradient used as a background? Kill it. 5. Every line of text at 4.5:1 or better? 6. Any button wrapping at any screen width? Fix it. 7. Logo from the official files, unstretched, with clear space? Brandmark with the white corner top right? 8. Does the copy name a real result, or brag with adjectives? Could a generic agency have written it? If so, start over. When in doubt: **specialist over generalist, clear over clever, engineered over decorated.** --- ## 16 · Token files - `https://brandkit.lawnlab.dev/downloads/tokens/ll-brand-tokens.css`: CSS custom properties (colors, neutrals, legibility, type, gradients, blueprint frame and rule, radius, motion, dark and light themes) - `https://brandkit.lawnlab.dev/downloads/tokens/ll-brand-tokens.json`: the same in JSON for Figma, Style Dictionary or code Use the tokens. Don't hand-pick hex codes from screenshots. --- ## 17 · Quick reference ``` Brand: Lawn & Land Marketing. Built for the green industry. Line: The Lawn & Land Way · Proven systems. Predictable growth. Theme: Dark-led. Midnight #191919 canvas, Cloud #F5F7F2 type. Accents: Limeade #ACE71D leads · Gator #5DCA4A supports · Twilight #6938EF punctuates Ratio: 70 Midnight + Cloud / 25 greens / 5 Twilight Logo: Gadexa lockups (artwork only). Brandmark default: white corner top right. Type: Anton (headings, uppercase) · IBM Plex Mono (subheads, labels, buttons) · Inter (body) Graphics: Netting, targets, coordinates, measurements, STEP. 01 boxes, growth-system arrow Frames: 1px dashed Limeade, square corners, one featured element per section Gradients: Purple-to-dark for depth. Green gradient only inside logos and graphics. Voice: Confident and authoritative · straight-talking and practical · invested in your success Icons: Lucide, stroke only, 1.75 weight. Never emoji. Never CSS-drawn. Buttons: Plex Mono caps, 4px corners, never two lines. Motion: cubic-bezier(.2, .7, .2, 1) · 150–300ms default Copy: No em dashes. Real numbers only (97%+ retention, 100+ green industry companies). ``` --- *This file is the brand's source of truth for AI-assisted design and writing. The brand book (Brand Presentation Strategy, 2026) is the master; if they ever disagree, the brand book wins and this file gets fixed. Updated October 2026.*