# Lawn & Land Marketing · Brand Guide

## Core Positioning
- Partner, not vendor.
- Digital marketing built for the green industry.
- Lawn care marketing is all we do.

## Core Colors
- Midnight — #191919
- Limeade — #ACE71D
- Gator — #5DCA49
- Twilight — #6837EF

## Secondary / Derived
- Cloud — #F5F7F2
- Field Mist — #E5EEDC
- Slate — #7B827D

## Typography
- Display: Rethink Sans 800 Italic
- Body: Outfit
- Utility / labels: Inter

## Voice
- Confident, not arrogant
- Direct, not aggressive
- Specific, not vague
- Warm, not syrupy
- Human, not corporate

## Creative Rules
- Show outcomes over features.
- Keep layouts bold and scannable.
- Limeade and Gator are the hero growth colors. Twilight is a controlled accent.
- Use real industry imagery whenever possible.
- Avoid generic agency aesthetics.

## UI Guidance
- Dark mode should feel premium and immersive.
- Use Midnight as the canvas.
- Limeade drives active states in dark mode.
- Twilight drives active states in light mode.
- Use gradients sparingly and never inside body copy.