# VANTREX_BRAND_SKILL

> **This is the brand law for anything created for or by Vantrex Marketing LLC.**
> Any AI, contractor, or teammate writing copy, building a page, or generating a report reads this file first. If your output doesn't look and sound like this, it isn't a Vantrex asset.
>
> **Owner:** Dominic Quick · **Version:** 1.0 · **Companion:** [vantrexmarketing.co/brandkit](https://vantrexmarketing.co/brandkit)

---

## 0. When to load this skill

Load `VANTREX_BRAND_SKILL.md` before:

- Writing any client-facing PDF (audit, report, proposal, playbook, one-pager, case study)
- Building or editing any page on vantrexmarketing.co
- Drafting any cold email, ad, landing page, or sales asset
- Generating any social post, deck slide, or lockscreen graphic
- Designing anything with the VANTREX name or wordmark

If a request touches the Vantrex brand and you have not loaded this file, stop and load it.

---

## 1. Identity — non-negotiable

| Element | Value |
|---|---|
| Legal name | Vantrex Marketing LLC (Florida) |
| Domain | vantrexmarketing.co |
| Address | 319 Clematis St, Ste 300, West Palm Beach, FL 33401 |
| Phone | (561) 264-2886 |
| Founder | Dominic Quick |
| Contact email | hello@vantrexmarketing.co |
| Tagline | **Helping roofers and mechanics dominate Google.** |
| Positioning | Specialist digital marketing agency for roofers and auto repair shops |
| Roofer offer | 90-Day Roofer Ranking Program · $4,997 one-time · $1,499/mo upsell |
| Mechanic offer | The Local Ranking Foundation · $1,499 flat, 7-day build + 30-day management · $3,000 6-Month Continuation upsell |
| Verticals | Roofers · Auto Repair Shops (incl. mobile mechanics). **Two trades. Two playbooks. That's it.** |

---

## 2. The Wordmark rule

**The X is never the same color as VANTRE.** The wordmark is always two-tone. No single-color wordmarks — ever.

| Variant | VANTRE | X | Use |
|---|---|---|---|
| Primary on Ink | `#FFFFFF` | `#FF6A00` | Default, dark grounds |
| Primary on Off-white | `#1A1A1A` | `#FF6A00` | Default, light grounds |
| Inverted on Orange | `#FFFFFF` | `#0F0F0F` | On solid orange ground |
| Two-tone Light | `#1A1A1A` | `#6B7280` | Print / when orange forbidden |
| Two-tone Dark | `#FFFFFF` | `rgba(255,255,255,0.45)` | Dark ground / no orange allowed |

**Wordmark spec:** Poppins Black (900), letter-spacing `-0.035em`, sentence-case rendered UPPERCASE (`VANTREX`). Minimum digital size 96px wide; minimum print size 20mm wide. Clear space = height of the X on all sides.

## 3. The Signal Mark (V-tile)

A separate mark, always used as the app icon / favicon / avatar:

- Rounded square, corner radius = **22%** of side
- Fill: Vantrex Orange `#FF6A00`
- Center glyph: white Poppins Black **V** (not X — this is the one place V appears alone)
- Never used inline with the wordmark, never stretched, never outlined, never on a non-orange ground

SVGs: `vantrex-signal-mark.svg` (color), `vantrex-signal-mark-mono-dark.svg` (mono fallback).

---

## 4. Color tokens

Use these exact tokens; never introduce new hues.

```css
--orange:      #FF6A00;   /* Primary accent — CTA, headline highlight, pulse */
--orange-2:    #FF8A2B;   /* Ember — gradient partner only */
--orange-glow: rgba(255,106,0,0.35);
--orange-soft: rgba(255,106,0,0.12);
--ink:         #0F0F0F;   /* Deep ground */
--graphite:    #1A1A1A;   /* Primary text on dark; nav; dark cards */
--off-white:   #F7F7F7;   /* Page ground */
--white:       #FFFFFF;   /* Card ground */
--slate:       #6B7280;   /* Secondary text, muted labels */
--line:        #EBEBEB;   /* Hairlines, card borders */
--green:       #2FD08A;   /* Success ONLY — never a design accent */
```

**Full color specs:**
Vantrex Orange · HEX `#FF6A00` · RGB 255 · 106 · 0 · CMYK 0 · 58 · 100 · 0 · PMS 165 C

---

## 5. Typography

- **Display / Headlines / Numbers:** Poppins — weights 600, 700, 800, 900
- **Body / UI / Captions:** Inter — weights 400, 500, 600, 700
- **Utility / Data:** JetBrains Mono (specs, metadata rows, eyebrows on doc covers)

Google Fonts: `Inter:wght@300;400;500;600;700;800` + `Poppins:wght@600;700;800;900`

**Type scale rules:**
- Cover H1 (docs): Poppins 900, ~44–52pt, mixed white + orange keyword
- Web hero: Poppins 900, `clamp(2.5rem, 8vw, 5.2rem)`, `-0.035em`
- Section H2: Poppins 800, `clamp(1.8rem, 3vw, 2.6rem)`, `text-wrap: balance`
- Body: Inter 400, ~1.02rem, line-height 1.55–1.75, Slate on light / 72% white on dark
- Eyebrow/label: Inter 600, uppercase, letter-spacing `0.14–0.22em`, orange or slate

---

## 6. Voice & tone

**Direct. Specialist. Blue-collar-confident. Skeptical of industry norms.**

### Do
- Lead with the outcome. Roofer: "Top 3 on Google Maps." "More roofing jobs." "Rank in 90 days." Mechanic: "In the bay pack." "More cars in your bays." "Rebuilt in 7 days."
- Short, plain sentences. Read every draft out loud.
- Own the specialty: two trades — roofers, or mechanics. Pick one per asset.
- Contrast us with what agencies usually do ("pretty reports and a quiet phone").
- Use real numbers: 90 days · 7 days · top 3 · $4,997 · $1,499 · 75% of clicks.
- Say what we **don't** do — no long-term contracts, no ad spend, no social content, no hostage tactics.

### Don't
- Never say "guaranteed top 3." We commit to ranking improvement, not a specific rank.
- No SEO jargon without translation. AEO/GEO get one-sentence explanations, always.
- Skip metaphors that need a second read.
- Don't sell to "small businesses" or "local service businesses" — sell to **roofers** or **mechanics**. Name the trade. One trade per asset.
- Don't mix roofer and mechanic copy in the same funnel step — the landing tree at `/` chooses; downstream is one or the other.
- Don't promise social media content — it was removed from the offer.
- Don't apologize, hedge, or call ourselves "boutique," "premium," or "world-class."

### Sacred lines (memorize)
- Roofer: "Homeowners are searching. They're hiring someone else."
- Mechanic: "Drivers are searching. They're calling someone else."
- "You hired an agency. You got a PDF."
- "Helping roofers and mechanics dominate Google."
- "Rank higher. Get found. Get more jobs." (universal — safe both trades)
- "Two trades. Two playbooks."

---

## 7. Messaging pillars

Every asset should rest on at least one:

1. **Two trades. Two playbooks. That's it.** We work with roofers and auto repair shops — nothing else. One refined system per trade, no divided attention across ten verticals like every generalist agency.
2. **Results-focused programs.** Roofer: ranking improvement by day 90 — we keep working at no additional charge until it does. Mechanic: complete Google rebuild live in 7 days, or full refund plus you keep everything.
3. **Radical transparency.** You see everything we do. Client portal, one flat price, no ad spend markups, no hostage tactics, no auto-renew.
4. **Built to be found.** Google Maps + AI answers (ChatGPT, Perplexity, Google AI Overview) + voice search + competitor grids — everywhere a homeowner or driver can look.

---

## 8. Web — homepage section anatomy

Any new page (landing, upsell, lead magnet, funnel step) is assembled from these blocks in this rhythm:

**Ground rotation:** Ink → Off-white → Orange gradient → White → Ink. Never two identical grounds back-to-back.

### Blocks

1. **Hero (Ink):** Pulse-dot eyebrow → Poppins 900 headline with one orange keyword → sub-copy ~46ch → orange glow pill CTA. Every hero drives to one action (book audit / strategy session).
2. **Proof Strip (Orange gradient):** Full-bleed `linear-gradient(90deg, #FF6A00, #FF7E1C)`. Max 3 stats. Poppins 900 tabular numbers + uppercase Inter labels.
3. **Content Section (White or Off-white):** Orange-soft chip label → Poppins 800 H2 (one orange keyword) → slate sub-copy, max 640px, line-height 1.75.
4. **Numbered Steps (Light):** Gradient-fade Poppins 900 number → uppercase timeframe pill → Poppins 700 heading → one-sentence copy. 3-column desktop.
5. **Included Tile (Light):** 42×42 orange-soft icon square with orange icon → Poppins 700 heading → slate benefit sentence. 4-column desktop.
6. **Pricing Card (Light):** 3px orange→ember top rail. Poppins 900 price · dot-separated terms · same gradient pill CTA as hero. Never two prices side by side on homepage.
7. **Commit Band (Light):** Orange-soft ground + 3px orange left rail. Poppins 700 body. First 2–3 words in orange bold ("Our Commitment.", "The Bet.").
8. **Final CTA (Ink):** Mirrors the hero. Shorter headline (5–8 words). Same button, same words. Never introduce a new CTA at the bottom.

### Six global rules
1. Grounds alternate. Never two identical grounds back-to-back.
2. One orange highlight word per headline.
3. Headlines ~15ch max-width; body copy ~62ch.
4. Radii: 14–16px cards, 10px small tiles, 999px pills. Never mix.
5. Every CTA is the same button. Every page ends on the same button.
6. Icons are orange on orange-soft tiles. No colored icons. No emoji.

---

## 9. Documents — the PDF / report law

**Ground truth reference document:** `Vantrex_Current_State_Audit_NationalContracting.pdf` (Aug 21, 2026 — Kenneth Smith audit). If in doubt, open it.

### Cover page

- Solid Ink `#0F0F0F` ground. **Never white paper.**
- Top rail: solid Vantrex Orange bar, 6–8pt tall, full-bleed. This is how every cover opens.
- Wordmark centered top-third — two-tone (white VANTRE + orange X), Poppins 900.
- Confidential pill (client-facing docs only): orange-soft bg, orange border, tracked uppercase — `CONFIDENTIAL — PREPARED EXCLUSIVELY FOR`.
- Title: Poppins 900, ~44–52pt, mixed white + orange keyword — same rule as web headlines. Multi-line block feel.
- Subtitle (client company name): Poppins 700, white, ~16pt.
- 60px orange divider rule under the subtitle.
- 4-column metadata row at the bottom: `Prepared For · Market · Current Rank · Date`. Labels tracked slate uppercase; values white Poppins Bold; the critical KPI (rank, score) goes orange.
- Footer line, small muted white: `vantrexmarketing.co | What's Broken. What We'll Fix.`

### Interior pages

- Same Ink ground.
- Top bar: wordmark left, section eyebrow right (uppercase tracked, `rgba(255,255,255,0.5)`), 1px hairline under.
- Section tag: orange-soft pill, uppercase tracked, e.g. `GBP AUDIT`, `SEO AUDIT`, `AEO AUDIT`, `DELIVERABLES`. Appears once per section.
- Section H1: Poppins 800, ~22–28pt, white, one line, no keyword highlight (that's for the cover only).
- Content box: slightly lighter dark card `#16161B`, radius 12px, **3px solid orange left rail**.
- Body: Inter 400, 10.5–11pt, `rgba(255,255,255,0.7)`. Left-aligned. Never justified.
- Stat tiles: 3-across cards. Standard = subtle white overlay. **Only one featured tile per row** — orange-tinted bg + orange number.
- Bullets: orange checkmark `✓` + bold white heading + slate sub-line. **Never bare dots, never dashes, never emoji.**
- Highlight boxes (Method, Our Commitment, Where We Go From Here): orange-soft bg + orange left rail.
- Page footer: `Client name — Confidential` (left) · `vantrexmarketing.co` (right). Hairline above. Muted 8pt.

### Ten Non-Negotiables for every document

1. Ground is always Ink. Never white paper.
2. Every page has an orange bar or hairline divider under the header.
3. Wordmark appears in the header of every interior page — always two-tone.
4. One accent color: Orange. Semantic green for success only. No other hues.
5. Poppins above 14pt. Inter for body and captions.
6. Cover title uses one orange keyword. Interior H1s stay white.
7. Bullets are orange checkmarks + bold heading + slate sub-line.
8. Callouts get the orange left-rail treatment.
9. Every page footer carries client-name / confidentiality on the left and the URL on the right.
10. Close every document on a full page: wordmark centered, one-line tagline in tracked slate uppercase, one-sentence signoff in white — mirrors the cover.

---

## 10. Signature elements (reuse these — don't invent new ones)

- **Orange glow CTA pill** — Orange→Ember gradient, `box-shadow: 0 0 30px var(--orange-glow), 0 6px 22px rgba(0,0,0,0.35)`
- **Pulse chip** — small "live" indicator with pulsing orange dot for status / freshness
- **Rank-move display** — `#12 → #2` with strikethrough on the "from" number, orange arrow, glowing orange "to"
- **Orange → Ember gradient** — `linear-gradient(135deg, #FF6A00, #FF8A2B)` (135° only)

---

## 11. Never do

- Never use "guaranteed top 3." Always "results-focused" / "we keep working at no additional charge until it does."
- Never promise social media content (removed from offer 2026-06-25).
- Roofer offer is always **90-Day Roofer Ranking Program · $4,997**. Mechanic offer is always **The Local Ranking Foundation · $1,499 flat**. Never blur the two.
- Never sell to a vertical other than roofers or mechanics on public pages. If a request lands from adjacent (HVAC, plumbing, electrician, etc.), route to the mechanic page as the closer analog only if the person clearly identifies as an auto shop — otherwise it's a no.
- Never say "boutique," "premium," "world-class," "cutting-edge," "synergy," "solutions."
- Never emoji in headline copy. Icons only inside orange-soft tiles. Never a second accent hue.
- Never single-color wordmark. Never V and X together in the wordmark accent — X is the wordmark accent, V is the standalone signal mark.
- Never white PDF pages.
- Never introduce a new CTA at the bottom of a page — mirror the hero.
- Never mix "roofers" and "mechanics" branding downstream of `/` — pick one funnel per journey. Only `/`, `/brandkit`, `/about`, `/faq`, and legal pages reference both.

---

## 12. File / asset locations

| Asset | Path |
|---|---|
| Brand kit page (public) | `vantrexmarketing.co/brandkit` |
| Brand kit source | `Website/vantrex-complete-deploy/brandkit.html` |
| Wordmark SVGs | `Website/vantrex-complete-deploy/assets/brand/vantrex-wordmark-*.svg` |
| Signal mark SVG | `Website/vantrex-complete-deploy/assets/brand/vantrex-signal-mark.svg` |
| Reference audit PDF | (any `Clients/*/audit` PDF — the doc-style law) |
| This skill file | `Desktop/Vantrex/VANTREX_BRAND_SKILL.md` |

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*Any deviation from this file is a bug, not a stylistic choice. When Vantrex evolves, update this file first — then the site, then the docs, then the ads.*