Brand sheet
Reyes Lawn & Tree
We mow, trim, and take down trees for houses in Pflugerville and Round Rock.
(512) 555-0142 Pflugerville · Round Rock · Hutto · north Austin
danny@reyeslawntree.com

We promise

  • We show up on the day we said.
  • The price up front, and it doesn't change.
  • Text the night before. Blow off the driveway. Haul it all away the same day.
  • Never charge for something we didn't talk about first.
  • Never top a tree. We say why, and offer a trim.
"Quoted me $350 for the oak, charged me $350, cleaned up like they were never there."— Tom R., Google

How we sound

Plain. Say the price, the day, and what we'll do. Not: short with people.
Straight. If the tree needs to come down, we say so. If not, we say that too. Not: pushy.
Neighborly. First names, "hey," a thank-you at the end. Not: chatty, or jokes in a bad-news text.

We say: customer, the crew, "we'll get you taken care of," the oak, the yard

We never say: client, "our team of professionals," "reach out," "elevate your outdoor space," solutions

First names. Texts signed "– Danny." Text first; call if it's urgent.

Colors — four, no more

Main#2F5D3A
Logo, headings, truck, sign
Dark#1E221D
All text
Light#FFFFFF
Backgrounds, paper, shirts
Accent#E0662E
Prices, "call now," one thing per page. Dark text on it.
Green from the logo file. Orange from the vest in the truck photo. White text on green: yes (7.4 to 1). Sign shop: match the hex, or bring a business card.

Type — two, no more

Barlow CondensedBarlow for everything else
Headings: Barlow Condensed, bold. Fallback: Arial Narrow, bold.
Everything else: Barlow. Fallback: Arial.
Free at fonts.google.com. Never all-caps body text.

Photos

Our kind of photo: outside, daylight, the finished yard or the tree on the ground, the green truck in the shot.

Take: the yard after, from the street. The tree before and after. The crew working.

Never: stock photos, made-up pictures, filters, anyone else's yard.

Fix first

  1. Business cards — wrong phone number. Reprint this week.
  2. Google profile photo — old blue logo. Five minutes.
  3. Voicemail — says "Reyes Lawn Care." Re-record.

How we talk (samples)

Text: "Hey Maria, it's Danny. We'll be out tomorrow between 8 and 10 for the oak. Please leave the side gate unlocked. Thanks – Danny"

Voicemail: "Hey, you've reached Danny at Reyes Lawn & Tree. We're probably on a job. Leave your name and address and I'll text you back today."