Brand guidelines.
The visual and written standards that keep Clearwater looking, sounding, and feeling like Clearwater. On the website, on a truck door, on the invoice your daughter shows her landlord.
Eight colors. Aqua and peach carry the warmth.
Aqua and navy are the structural pair. Peach is the warmth, used for accents and for the family-friendly secondary action. Cream pages keep the long-form readable.
DM Serif Display for the warmth. DM Sans for the read.
Serif headlines give the brand its retail, family-shop feel. Sans body keeps long-form readable. There's no third typeface.
A small set of building blocks.
Navy fill for the primary action. Peach fill for the phone-call CTA, signaling warmth and "talk to a human." Outline for the soft secondary. Pill-rounded corners (28px) reinforce the friendly retail feel.
Peach pill, navy text, peach-deep dot. Sits above headings and above availability messages. Always rounded; never square.
Soft cards for promises, guarantees, and warranties. White surface, generous radius, soft shadow. Reinforces the trustworthy retail feel.
Sound like the Kovacs at the kitchen table.
If a sentence wouldn't be spoken by Tess at the front desk while writing up the invoice, it doesn't belong on the website.
- Friendly without being saccharine. "We'll show up when we said we would" beats "your trusted local plumbing partners."
- First-name basis with the family. Sam, Mike, Tess. Every page mentions a person, not a corporate "we."
- Flat-rate is the brand. Mention it on every service page. Trust is built by being specific about price.
- Translate the trade. "Repipe" gets explained the first time. "PEX-A vs. PEX-B" gets a one-line note.
- Phone-first. Plumbing is voice-first. The form is a courtesy; the call is the close. Number on every page.
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