Fresh Exteriors
Brand Kit · v2.0 · October 2026

Who Fresh Exteriors Is, and How We Show Up

Strategy, identity, and approved copy for anyone producing materials for us: designers, printers, partners, and our own team.

Strategy
Identity
Resources
Part OneBrand Strategy
01 · Foundations

Purpose, Mission, and Vision

Why we exist, what we do every day, and where we're headed. Everything else in this kit follows from these three lines.

Purpose

To take the care of a home's exterior off the homeowner's plate.

Homeowners have enough to manage. Keeping the outside of the house clean and protected shouldn't be one more thing to schedule, supervise, and worry about.

Mission

To clean and care for every manmade surface outside the home, with one trusted team, a clear system, and a documented record of every visit.

One company for the whole exterior. Easy scheduling, the same technician, proactive updates, and photos and video in the customer portal after every job.

Vision

A home exterior that takes care of itself: every surface known, scheduled, and cared for, with the homeowner always informed and never burdened.

Over time we know each property in detail, what we've cleaned, when, and what's due next, so the homeowner never has to keep track.

02 · Values

What We Hold Ourselves To

Four values. Each one should be visible to a customer, not just written down.

Stewardship

We treat every property like our own. The same technician returns, works carefully, and leaves nothing behind but clean surfaces.

Craftsmanship

The right method for each surface, top-tier equipment, and attention to detail. Better results are the baseline, not the pitch.

Transparency

Everything is documented and visible. Photos, video, quotes, invoices, and service history live in the customer portal.

Order

Systems over improvisation. Easy scheduling, on-time arrivals, proactive updates, and the same predictable experience every visit.

03 · Personality

Caregiver, Ruler, and Sage

We're a steward first, run by a system, and backed by real know-how. The Caregiver keeps us personal, the Ruler keeps us orderly, and the Sage keeps us expert.

Caregiver

Personal Stewardship

The same technician, a personal touch, and care for the property as if it were ours.

Ruler

Order and Control

Clear systems, easy scheduling, on-time service, full documentation. The homeowner always knows what's happening.

Sage

Know-How

The right method for every surface, explained plainly when it helps.

We Are

Relaxed, not careless.
Organized, not rigid.
Knowledgeable, not preachy.
Premium, not pretentious.
Personal, not pushy.
Systematic, but warm.

We're Driven By

Peace of mindOrderTransparencyCraftsmanshipEaseLong-term relationships

We Avoid

Pressure tacticsSurprisesGuessworkCutting cornersMaking customers chase us

Hopes and Fears

The tensions we manage. Each hope has a failure mode we watch for.

We hope forWe guard against
Trust earned over yearsInconsistency from one visit to the next
A premium experienceFeeling elitist or overpriced
Technology that makes life easierTechnology that feels cold or complicated
Covering the whole exteriorSpreading thin and doing nothing well
A carefree homeownerA homeowner who has to manage us
Long-term relationshipsOne-and-done jobs and upsell pressure
04 · Core Emotions

Peace of Mind and Pride

Two feelings we design every touchpoint around: one that grounds, one that lifts.

Grounding

Peace of Mind

Every interaction should remove a worry. They know it's scheduled. They know it was done right, because they can see the photos and video. They know what's next. They don't have to be home, check the work, or chase anyone.

Lifting

Pride

The house looks cared for, and they notice it every time they pull into the driveway. Choosing us should feel like a step up: a professional, organized service instead of a guy with a ladder and a pickup.

Peace of mind lets them stop thinking about the outside of the house. Pride is what they feel when they do look at it.

05 · Voice & Tone

A Calm Expert Who Has It Covered

Our voice stays the same everywhere. Our tone shifts with the moment, the way a good technician talks differently at the door than in a follow-up text.

Voice: Always

Relaxed

Plain words, short sentences. No urgency tricks or all-caps.

Organized

Specific times, names, and next steps. Nothing vague.

Knowledgeable

Explain the why when it helps. Teach, don't lecture.

Personal

Names, not ticket numbers. We sound like people who know the property.

Tone: By Context

ContextTone
Marketing & MailersWarm, confident, specific. Lead with what the homeowner no longer has to do.
Website & Customer PortalClear, brief, orderly. Make the next step obvious.
Texts & UpdatesShort, friendly, factual. Who, when, and what's happening.
On SiteFriendly and explanatory. Walk the property, explain the method, confirm the plan.
When Something Goes WrongDirect and accountable. Own it, state the fix and when it'll happen.
Property ManagersConcise and businesslike. Scope, schedule, and documentation.

Tone Anchor

We sound like a seasoned contractor who runs his business like a well-organized concierge.

Contractor

Name the surface and the method. Speak from experience.

Concierge

Anticipate the next question. Remove steps for the customer.

Systems

Show how it fits together: the schedule, the photos, the portal.

Tone in Action

Instead ofWe say
LIMITED TIME! Book NOW before slots run out!Fall gutter visits are booking into November. Pick a time that works for you.
We'll be there sometime in the morning.Your technician arrives between 9 and 10 am. You'll get a text when he's on the way.
Make sure someone's home for the appointment.No need to be home. Photos and video will be in your portal when we're done.
Our guys will blast that grime right off.We match the cleaning method to the surface, so your roof and siding last longer.
We do windows, gutters, and more!Roof, gutters, windows, siding, deck, driveway. If it's outside and manmade, we clean it.
Sorry about that, we'll try to get to it.That's on us. Your technician will be back Thursday at 2 pm to redo the north side, at no charge.
06 · Editorial

Style and Conventions

Small rules that keep everything we write consistent.

Naming

  • "Fresh Exteriors," never "FE" or "Fresh Exterior." Use "Fresh Exteriors LLC" only in legal text.
  • "Technician," not "guys," "workers," or "crew."
  • "Customer portal," "service plan," and "exterior cleaning."

Claims

  • No unverified superlatives like "best in Seattle" or "#1."
  • Back claims with proof: reviews, photos, the guarantee.
  • Describe services by what the homeowner gets, not just the technique.

Formatting

  • Title Case for headlines and section titles; sentence case for body copy and buttons.
  • Oxford comma. No exclamation points or emoji in customer communication.
  • Spell out one to nine; numerals for 10+, prices, times, and measurements.
  • Times as "9 am" and "9–10 am." Phone numbers as (206) 555-0142.

Example Rewrites

Before

Seattle's #1 power washing pros!! We'll make your house look brand new, guaranteed!

After

Every surface outside your home, cleaned with the right method and documented in photos and video. Backed by our quality guarantee.

Before

Our crew will swing by when we can and text you after.

After

Pick a time online. We'll confirm the day before, text when we're on the way, and send photos to your portal when we're done.

07 · Promise & Messaging

What We Promise, and How We Say It

Three promises every customer should experience. Then approved copy to use as-is.

Promise one

Handled

Easy to schedule, nothing to supervise. You don't need to be home, and you'll never have to chase us.

Promise two

Documented

Every visit recorded in photos and video, with your quotes, invoices, and history in one portal, across every property you own.

Promise three

Done Right

The right method for every surface, the same careful technician, and a quality guarantee.

Tagline

Your Home's Exterior, Handled.

Supporting line

Every surface outside, documented and done right, while you get on with your day.

Short description · 35 words

Fresh Exteriors cleans every manmade surface outside your home, from roof and gutters to siding, decks, and driveways. Scheduling is easy, and every visit is documented in photos and video in your customer portal.

Long description

Fresh Exteriors is a Seattle-area exterior cleaning company that takes care of every manmade surface outside the home: roofs, gutters, windows, siding, decks, patios, driveways, and more. Scheduling is simple, and homeowners don't need to be there. Each visit is documented with before-and-after photos and video, stored in a customer portal alongside quotes, invoices, service plans, and every property on the account. The same uniformed technician returns each visit and gets to know the home. Every technician is a W-2 employee, and the company is fully licensed, bonded, and insured. Many customers start with one job and move to a service plan that saves money from the first visit.

5-Star RatedAcross Google, Thumbtack, and Angi
Thousands of HomesServed across the Seattle area
Licensed, Bonded, InsuredAll uniformed W-2 employees
Quality GuaranteeNot right? We come back.

Services

Lead with the whole exterior, then name surfaces as examples.

RoofsGutters & downspoutsWindowsSiding / house washDecksPatiosDriveways & walkwaysFencesAwnings
Anything else manmade, outside
08 · Story

The Fresh Exteriors Story

The arc behind our pitch, in three beats.

The problem

Exterior Care Is a Chore

Keeping a home's exterior up usually means juggling several vendors, booking around their schedules, being home to let them in, and hoping the work was done right.

The solution

One Team, One System

Fresh Exteriors brings every manmade surface outside under one team. Easy scheduling, the same technician, proactive updates, and photos and video of every visit.

The future

A Home That's Simply Cared For

Over the years we know your property in detail, what's been done and what's due next, so you never have to keep track.

Most homeowners we meet are busy. They care how their home looks, but they don't want to manage gutter season, chase a window cleaner, or wonder whether the roof treatment actually happened.

We built Fresh Exteriors so they don't have to. One company handles every manmade surface outside the home, run on a clear system: book in a few taps, get updates before and after, and see every visit in photos and video in your portal. The same technician comes back each time and gets to know the property.

The result is a home that looks cared for, and a homeowner who no longer has to think about it.

Part TwoBrand Identity
10 · Color

Navy Leads, Peach Points

Navy does most of the work: the logo, headlines, the van, polos. Deep Navy grounds footers and dark bands. Peach is the accent, used for calls to action and highlights.

Fresh NavyYard signs · logo
HEX
RGB28 · 69 · 135
CMYK (approx.)100 · 75 · 10 · 15
Also calledDark cornflower blue 3
Use forLogo, text, primary color
PeachAccent
HEX
RGB255 · 161 · 122
CMYK (approx.)0 · 45 · 50 · 0
Use forButtons, highlights
Deep NavyFooters · dark bands
HEX
RGB15 · 42 · 87
CMYK (approx.)100 · 80 · 25 · 45
Use forFooters, text on Peach
Navy on white 9.3 : 1
any size
Navy on Peach 4.7 : 1
body text OK
Deep Navy on Peach 7.1 : 1
any size
Peach on white 2.0 : 1
never for text

Keep it to roughly one Peach moment per layout. White, light gray, and tints of navy are fine for backgrounds and dividers; they're supporting neutrals, not brand colors.

11 · Typography

Montserrat, Everywhere

One family keeps everything consistent with the wordmark. SemiBold carries headlines in Title Case; Regular and Medium carry everything people read. A monospace face marks data: quote numbers, dates, measurements.

Headlines · SemiBold 600
Every Surface Outside, Handled.
Body · Regular 400 / Medium 500

Your technician sends before-and-after photos and video to your customer portal when the job's done, so you can see it from wherever you are.

Data · JetBrains MonoVISIT 14 · 2,340 SQ FT · ROOF + GUTTERS · OCT 28
Scale (web)
H1 · 700 · 48/54Headline
H2 · 600 · 32/38Section Title
H3 · 600 · 20/26Card Title
Body · 400 · 16/26Paragraph text
Small · 500 · 13/20Captions, fine print
12 · Photography & Field

The Brand People Meet in Person

Most customers meet the brand in their driveway, or in their portal after the job. The van, the uniform, and the photos carry as much weight as the website.

Our People

  • Real technicians in uniform, working safely on real homes.
  • Show care: a tech walking the property, explaining the plan, checking the finish.
  • Natural light, no filters, no stock photos.

Homes

  • Before-and-after from the same spot, angle, and time of day.
  • Capture every surface touched, not just the dramatic one.
  • Pacific Northwest homes and weather. Overcast is fine.
  • No house numbers or plates in marketing without the owner's permission.

Uniform

Navy polo with the logo on the left chest, khaki shorts or pants, clean closed-toe work shoes.

Navy polo · khaki

Buttons

One primary action per screen. Peach with navy text for "Get a quote"; navy for secondary actions.

Get a quoteCustomer portalText us
Part ThreeResources
13 · Asset Library

Official Brand Assets

Use only these. Request files from the Fresh Exteriors team at freshexteriors.com, and send drafts for a quick review before anything goes to print.

AssetUse forFormatStatus
Logo, Primary NavyMost light backgrounds, print and webSVG, PNGActive
Logo, Reversed WhiteNavy and dark backgrounds, van, polosSVG, PNGActive
Color PaletteDesign files and HubSpot theme settingsHEX, RGB, CMYKActive
MontserratAll headlines and body copyGoogle FontsActive
Van Wrap ArtworkVehicle graphicsPrint PDFRequest
Yard SignsJob-site signagePrint PDFRequest
Business CardsTechnician and office cardsPrint PDFRequest
Direct Mail Postcard (6×9)Neighborhood campaignsPrint PDFRequest
14 · Do's & Don'ts

Keeping the Brand Consistent

Do

  • Use official assets, approved colors, and the contrast pairings in this kit.
  • Lead with what the homeowner no longer has to do.
  • Show proof: real photos, real reviews, the guarantee.
  • Keep layouts clean, with one clear call to action.

Don't

  • Alter the logo, colors, or type.
  • Use hype, pressure, unverified superlatives, or stock photography.
  • Show outdated pricing, services, or contact details.
  • Promise outcomes we can't document.