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 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.
2.3 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.
2.4 Operating Companies.
- SitePartners.
- SiteJobs.
- SiteCommunications.
- SiteProductions.
- SiteNews.
- SiteTraining.
- SiteTalent.
- SiteVentures.
- SiteTechnology.
- SitePursuits.
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
SiteTechnology
CMYK 55 / 98 / 0 / 0
RGB 137 / 45 / 145
Hex 892D91
SiteJobs
CMYK 92 / 70 / 2 / 0
RGB 34 / 92 / 167
Hex 225CA7
SiteCommunications
CMYK 70 / 35 / 0 / 0
RGB 74 / 142 / 204
Hex 4A8ECC
SiteVentures
CMYK 80 / 12 / 42 / 0
RGB 0 / 165 / 161
Hex 00A5A1
SiteTraining
CMYK 88 / 20 / 100 / 0
RGB 0 / 142 / 70
Hex 008E46
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, branding, and strategy For the Industrial Sector. There are plenty of creative agencies who are Jacks-of-all-industries. We’re the masters of 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.
Brand Assets.
Brand Building Blocks.
10.1 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
10.2 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.
10.3 Square Pattern.
Our square grid pattern is a core element to the Site brand. The grid is made up of small 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. The pattern should be used sparingly throughout the Site brand.
10.4 Grid Application.
Our building-block pattern grid should be applied consistently across the Site brand. 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.
