Table of Contents.
Mission & Vision.
Positioning.
We are the full-service marketing partner for the industrial sector, elevating the industry through creative branding and communications that any other industry would aspire to produce. But while our expertise is focused on this "niche" (and that's a big niche), our work transcends it because we aren’t boxed in by it. Yes, we know the industry inside out. But we know better than to do things the way they’ve always been done. To our clients, we bring perspectives and skills from a world outside their own, while being able to speak their language and understand their business like no other marketing partner. And it's this unique offering that allows us to not just help them with marketing. But make them famous.
How Do We Do It?
We ideate and create using small teams to produce incredible work for all forms of media: digital and traditional. We know our clients are often in the same industry, but we reveal what makes them different by finding the right strategy and messaging for them. We know speed is a competitive advantage, but we don't fly by the seat of our pants or do cutter-cutter work. We take the time to do it right, striking the perfect balance between speed and precision.
What Do We Do?
We reveal the differentiating factor for companies who want to stand out in all areas of their marketing. Then, we produce creative marketing that shows that clearly. Our process is proven, but our product is far from pre-packaged. Think of us as the custom builder of the marketing world. No job or client is the same. And once our work is done, our clients' branding and marketing shows it.
Why Do We Do It?
We're from this industry. We love this industry. We're for this industry. But we also get that this industry is subject to the same marketing laws and pitfalls of any other industry. This being the greatest law/pitfall: great brands with a great product or service can only go so far without great marketing. So for any company that wants to stand out in a sea of sameness, we’re here to elevate them above the rest.
Think of us as the custom builder of the marketing world.
Logomark.
The Site logo is a vital component of the Site brand identity. As such, it needs to be used appropriately and consistently across all printed and on-screen applications. Misuse of the logo will weaken the messaging of our brand. In order to preserve consistency with our identity, never attempt to recreate the logo. The proportions and position of the logotype should never be altered.
2.1 Logo Concept.
Our logo is described as a wordmark style logo. The typeface used is Aspekta in 650 weight. The period aka the Building Block at the end of our name is the graphic device that anchors our brand. The Building Block is used as a conceptual tool and visual element throughout our brand identity. To ensure legibility, our logo is always surrounded by an area of clear space which remains free of other design elements, such as type and other logos.
2.2 The Building Block.
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2.3 Logo Application.
Our logo has two colour variations: Positive (Dark) and Negative (White). When the Site logo is placed on a photo, the image behind the logo must be light enough to provide contrast for the positive logo or dark enough to provide contrast for the reverse logo. The background should also not have too many distractions behind the logo that would interfere with it’s clarity.
2.4 Minimum Size.
To maintain full legibility, never reproduce the logo at widths smaller than 0.5 inches (for print) or 50 pixels (for screen). There is no maximum size limit, but use discretion when sizing the logo.
Note: Due to monitor resolutions and view settings, example shown may not be to scale.
2.5 Operating Companies.
Below are the logomarks for the Site brand operating companies. Each logomark is set in Aspekta typeface in 650 with the period in it’s corresponding brand colour.
- SitePartners.
- SiteJobs.
- SiteNews.
- SitePursuits.
- SiteTalent.
- SiteProductions.
- SiteMedia.
- SiteVentures.
Brand Colours.
The Site primary colour palette consists of five colours. The following guidelines should be followed whenever creating original printed or on-screen pieces for Site. Only use CMYK colours for print jobs. When producing designs to be viewed digitally, including websites, use RGB or HEX colors so that the colours appear properly on screen.
Onyx
CMYK 0 / 2.44 / 0 / 83.92
RGB 41 / 40 / 41
Hex 292829
Graphite
CMYK 3.3 / 2.2 / 0 / 64.31
RGB 88 / 89 / 91
Hex 58595B
Slate
CMYK 0 / 0 / 0 / 50
RGB 150 / 150 / 150
Hex 969696
Stone
CMYK 1.42 / 0.47 / 0 / 16.86
RGB 209 / 211 / 212
Hex D1D3D4
Carbon
CMYK 0.41 /0.41 / 0 / 5.1
RGB 241 / 241 / 242
Hex F1F1F2
3.1 Secondary Colours.
The Site secondary colour palette consists of ten colours. Each colour relates to a corresponding Site operating company. These colours can be used sparingly on certain creative brand applications. Only use CMYK colours for print jobs. When producing designs to be viewed digitally, including websites, use RGB or HEX colors so that the colours appear properly on screen.
SitePartners
CMYK 0 / 0 / 0 / 50
RGB 150 / 150 / 150
Hex 969696
SiteJobs
CMYK 0 / 35 / 90 / 50
RGB 251 / 176 / 52
Hex FBB034
SiteNews
CMYK 0 / 75 / 95 / 0
RGB 242 / 101 / 41
Hex F26529
SiteAdvisors
CMYK 0 / 100 / 95 / 0
RGB 237 / 0 / 41
Hex ED1C29
SiteTalent
CMYK 0 / 100 / 0 / 0
RGB 236 / 0 / 140
Hex EC008C
SiteJobs
CMYK 92 / 70 / 2 / 0
RGB 34 / 92 / 167
Hex 225CA7
SiteMedia
CMYK 70 / 35 / 0 / 0
RGB 74 / 142 / 204
Hex 4A8ECC
SiteVentures
CMYK 80 / 12 / 42 / 0
RGB 0 / 165 / 161
Hex 00A5A1
Typography.
Consistent use of typography helps to make our brand identity strong and cohesive across all applications. The typeface Aspekta was selected to complement the voice and tone of our brand. Aspekta Sans Serif Font is a modern, neo grotesque family that consists of 20 weights. Inspired by a clean, simple and neutral style.
4.1 Type Hierarchy.
For headlines and important information we typically use Aspekta 650. For smaller text like website body copy, use Aspekta 400. See example below as a reference for type setting.
Brand Values.
Everything we do is built on our values, and it should always show in our work. They are the reason we come into work every day, ideally not considering it work at all. These values represent how passionate we are for this industry and why we believe in it. They enable us to see things from a unique vantage point, and they ultimately allow us to produce work that makes competitors say: "I wish we did that."
- Roll Up Your Sleeves.
- Own The Work.
- Be Curious.
- Make An Impact.
Brand Voice.
Most think success in the industrial sector is built on word-of-mouth, reputation, and relationships. That’s what it was. That’s not what it is anymore. Marketing is changing. And so is the industry. Fast. What will define the next generation of leaders in the industry is exceptional branding, storytelling, and experiences—and backing all that up with real services. At Site, that’s what we do. We’re brand-builders, storytellers, and experience-shapers for industrial brands that know creativity is a competitive advantage. And we specialize in all forms of it, from strategic planning to video production to in-depth branding to web development to full-blown advertising campaigns. We’re here to reshape the industrial sector for the new era by elevating the brands that aspire to redefine it and lead it.
What We Say.
For the Industrial Sector.
When you need to build a brand or send a message in some of the most complex industries, you need a marketing partner who gets it—and gets creative. That’s why we focus all of our expertise on one thing: creative marketing for the Industrial Sector. There are plenty of creative agencies who are Jacks-of-all-industries. We’re are masters of this one.
What We Don’t Say.
We Are Specialized.
We believe that to produce good work, you must be specialized. At Site, we work exclusively with partners in the industrial sector. You won’t find anyone like us, and we are proud of that. We understand the market, industry players, and business challenges. We start from a position of knowledge and experience, that no other agency can match.
Brand Tone.
We’ve created a tone of voice that represents who we are to the people we employ and the people watching from the outside. This voice is crafted to set us apart from any other agency, but also make it obvious how we are for the industrial sector. We aren’t a mirror of the industry, trying to identify with or pander to them. We are THE name to aspire to partner with for any industrial company that wants their name known and their story told. And we’ve crafted a voice that makes that clear by making these words the definition of who Site is:
Creative.
Creativity is the first word that should come to mind when people this of us. Not just in our creative work. Literally everything. Our strategy, our processes, our portfolio, and our brand voice. We don’t follow business standard writing. That sucks.
Obsessive.
We are marketing nerds and industrial-sector experts to an almost unhealthy level. And our voice shows it—not just tells it. We're obsessed with great marketing and making it work for a sector that we obviously know really, really, really well.
Punchy.
In our writing, we cut to the chase. We don’t mince words. But we do use them to their fullest by getting creative with structure, headlines, and style.
Awesome.
Not to brag (and our voice should never come across that way) but we are the coolest people in the industry. When people hear or read our voice, they should think I want to hire them, work for them, or just be them.
Confident.
Enough said.
Applications.
Imagery.
Our imagery should always be in keeping with our brand. The imagery should be clean, bright and have a sufficient amount of contrast and saturation. People and community are key values to the Site brand, therefore it’s best to feature imagery with people individually or as part of a team.
People.
BTS.
On Site.
Office.
Events.
Community.
SiteSwag.
Social.
Photography.
Our own brand's photography should be dynamic, with intentional lighting and a professional edge. For candid imagery, we aim to catch action and movement. Our work is active in epic places, so our photography should embody that. It is not overtreated with filters. It's clean and professional and real. For headshots, we use 3-point studio lighting including a key light, fill light, and a hair light (kicker/rim light) behind the subject opposite the key light. We shoot headshots on a grey background.
Gear.
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Headshots.
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On Site.
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Candid.
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Behind the Scenes.
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Videography.
Our internal videography often takes a documentary or talking-head form of storytelling. For b-roll and coverage, handheld is our go-to. Our studio interviews are more refined, using similar lighting techniques for interview subjects. Clean, no special lighting effects. For features like our swag, we exercise more creative freedom and style. Our brand has its non-negotiable standards, but it's flexible enough to be creative—especially in our flagship service: video. But in general, it should have an edge to it that's inspired by the grit and professionalism of our industry.
Lower Thirds.
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Aerial/Drone.
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Behind the Scenes.
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On Site.
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In Studio.
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Case Study.
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Logo Use Cases.
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Graphic Transitions.
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Motion Graphics.
Our motion is defined by smooth speed, never slow and sluggish. We move fast with finesse. This keeps our animations dynamic and engaging but also polished. We use the Building Block for most animation elements, whether it's framing images or video, or creating textures, or building icons or shapes. Our Building Block can flip or be given a glow or special effect treatment, but it should never be distorted or shifted into abstract shapes. 3D is not out of bounds, but it must be done tastefully. Easing should be on the more intense/extreme end of the bezier curve. For any visual slider users, roughtly 75%-80% is recommend for in and out key frames. At times, an "out" keyframe may look less natural, so less intensity on the motion curve may be used. For visual sliders users, 30%-40% easing can often work well. Try to stick to these standards as much as possible. Our text reveals are simple, using a 5-frame fade in and a slight position move into place: usually 10 frames between key frames with easing applied to the "in" keyframe only.
Video Elements.
Our best examples of video motion brand standards can be found in our brand launch video—plus intros to our agency reels. The building block is a critical part of our animations. This goes for the periods at the end of words too. The block can be used to reveal words when it's the period in a sentence, or it can be used to build graphics or contain images. The sky's the limit. Kidding. There are rules. Don't think outside the box/block too much.
Web Elements.
We use Lottie animations, which are code-based .json files to animate our icons throughout our website. These are not gifs by choice. Lottie animations allow for lighter file sizes and more control of image quality, since they are simply vector-based animations made for web. These looping icons follow our same motion standards: fast with finesse. Other elements like images are not designed to be overly flashy—just simple, clean elements that animate on-screen in a tasteful way.
Case Studies.
Our case studies for social platforms are an area for us to experiment with presenting our work in creative way. Particularly for websites and branding projects, adding motion to one animated gif or video with music is a great way to show what we did for a client and using our brand styles and elements to present it. That means we can use our colour palette as backgrounds, or our building block to frame visuals. This isn't a hard and fast rule. Sometimes we can make a brand showcase for us and the client. But when we want to show our work using our brand as a subtle platform, we are free to use our colours and brand elements to "house" elements of a creative case study.
Social.
Social is a place where we can make announcements with some branded motion design to make it stand out. This can be for new hires, job openings, or even new brand launches under the Site parent brand. Again, the building block is always a core element for all visuals, whether it's illustrating a point or framing up images. The building block is the foundation of our animations.
End Logo Animation (Preferred Option)
Our logo animation is a way for all of our videos to end strong. Our preferred option uses the final frame of a video and transitions it to our logo; this uses the building block and scales down the final clip of a video, shrinking the final shot seamlessly into the logo reveal. This option does require the use of After Effects.
End Logo (Secondary Option)
This is a second logo animation that is used in presentations as a looping gif, but it can also be used to end our branded videos. It's an image sequence that shows multiple industrial images and scales down to our logo; this is a simpler option to use if you don't want to work with the After Effects template and prefer to hard cut to a logo animation at the end of your video. It is available as both a light version and a dark version.
Sound Design.
Site's sound is a critical part of elevating our work, whether it's through music, sound effects/design, voiceover, or final mixing. Sound is what separates the amateurs from the professionals. And we always aim to add sound subtly to enhance the viewing experience.
Music.
Our music choices for our brand are designed to reflect what's modern. We used to be blues/rock, because that's what our clients wanted to back their excavator shots. And while that is still a style we use, our brand is modern and can lead away from the cliché. That can include anything from hip-hop for demo reels to indie styles for features, to chillstep for behind-the-scenes office tours, and even cheeky tunes for podcast clips. Here are some samples of music we've used. Just be cool and follow your heart 👍
Demo Reel Electronic.
Office Tour Chill Step.
Podcast Clip Hip-Hop Vibes.
Work Feature Pop Electronic Banger
Work Feature Hip-Hop Gnar-Gnar
Sound Effects.
Our sound effects are intended to enhance. Not dominate. They should sound natural to add texture to a video: this can be the ambience of job sites or nature, subtle whooshes for transitions or text animations to imply movement, sounds of tools to add layers to industrial footage, or impact sounds for dramatic effect. Generally, we go for "epic" vibes. In general, when pairing with music, we try to have it complement the music/beats. What to avoid? Campy, cartoony, corny sounds that draw the viewers' attention or try to make light of things. There's a time and place for this in certain videos, but in general, Site avoids the cheese.
Transition or Visual Effect Whooshes.
Job Site Ambience.
Focused Sound Effects to Complement Visuals.
Overall Sound Mixing.
Our sound mixing is all about subtlety. Meaning it should never take viewers out of the experience but, rather, immerse them in it. Music and sound effects should never overpower voices when voices are present. And when music is the driving sound, sound effects should never overpower music.
Voiceover Mixing.
Voiceovers must always feel intentional, confident, and premium. Mixers should prioritize clarity, consistency, and presence above all else. Levels should be balanced to sit forward without sounding compressed or harsh, with careful control of sibilance and low-end rumble. Whether using Adobe Premiere, Adobe Audition, or other professional audio software, the voice must sound natural, controlled, and unmistakably high quality. Generally, we always record on our best microphones, like our Shure SM7B in a controlled sound environment. In an emergency, AI may be used to enhance poor quality recordings—but this isn't optimal. We're pros. We have the gear. So we opt to use it to make quality voiceovers for the Site brand.
Voiceover Sample
AI Voiceover Policy.
We use AI voiceovers for a variety of use cases. But our most common use case is in the preproduction phase, where we show clients samples of what kinds of real voices can be used in their creative (male, female, older, younger, etc.). This can be as basic as voiceovers, or even for animatics that illustrate how scenes will be performed by actors. AI voiceovers can also be used in final creative, but only with client approval. Our preferred method of generating AI voiceovers is using real audio samples read by a person, which is then processed through our preferred AI voiceover provider: Eleven Labs. Alternatively, if the performance is of good quality, text-prompted voiceovers from quality sources like Eleven Labs or Artlist.io are also acceptable. These must go through approvals internally to ensure quality, and final approval by clients.
Eleven Labs – Voice Changer
Artlist - Text to VO
Brand Assets.
Brand Building Blocks.
14.1 Iconography.
Our brand icons are, like all other extensions of our brand, made up of the building block from our logo/wordmark. They are a simple but definitive reflection of our core values and represent how we approach our work. These icons can be used as a graphic device throughout our branded materials. They work great blown up on a poster or as a small accent on branded items to add visual interest.
Vision
Strategy
Creativity
Collaboration
Growth
14.2 Iconography.
Our brand icons should be applied intentionally and consistently across the Site brand. Our icons exist in both Onyx and Carbon brand colours and can appear over backgrounds and images with sufficient contrast for proper visibility. The use of our brand icons should be limited to specific branded materials and used sparingly as a graphic device.
14.3 Square Pattern.
Our block pattern is a core texture/element to the Site brand. The grid is made up of small building blocks that are equally spaced apart. The grid looks best in our brand colour Onyx over our lighter brand colours, Slate or Carbon. The pattern should never be scaled bigger than 30x30 rows or columns. It should also be used sparingly throughout the Site brand.
14.4 Grid Application.
When it comes to our building-block pattern, consistency is key. It can be used as a background on social media posts, and on branded merch such as the back of t-shirts/hoodies and tote bags. Corners of the grid pattern may be cut out and replaced with a headline or our brand logo.
