Xtreme

A 20-year industrial coatings business entering a new growth phase.

Brand identity
Website
Advertising activation
Sales enablement
Print collateral

Shipped end-to-end in 14 weeks · Launched Week 8 of 14

The Brief

Xtreme had spent two decades building a reputation in industrial coatings — epoxy floors, polished concrete, painting — without the brand or website to match. The trade work was unimpeachable. Everything around it read smaller than the business actually was.

Fourteen weeks. One operator. Brand identity rebuilt from the existing equity, website launched three weeks ahead of schedule, two ad campaign tracks running in parallel, and a sales deck that got applied to a live enterprise pitch inside the engagement window. The work below is what we built together.

After · new system

Before · old system

01 · Logo system

Industrial brands default to one of two failure modes — generic trade logo or overdesigned attempt to look “premium.” Xtreme had the first version of that problem: a glossy shield with a handwritten wordmark that looked like every coatings logo from 2008. The brief wasn’t to start over — it was to keep what was working (the shield silhouette, the green-and-navy anchor, the brand equity from two decades of jobsite presence) and rebuild everything else. Refined shield, bold sans-serif wordmark, an icon-only mark for vehicle and uniform applications. Same brand DNA, dragged into the present without losing what got Xtreme this far.

AccentShield Green#6cc24a

AnchorDeep Navy#0a1d37

SecondaryAsphalt Blue#36454f

02 · Color system

The palette had to do two contradictory things at once — read industrial enough that commercial buyers take it seriously, and read clean enough that residential homeowners book a deck restoration. Shield Green as the bright accent — vibrant enough to compete in a feed full of LTO badges and stock photography, restrained enough that it doesn’t read residential-only. Deep Navy as the anchor for backgrounds, navigation, and any surface that needs to communicate trust at scale. Asphalt Blue as the connective tissue — the secondary that makes long-form documents readable without flattening the brand.

03 · Brand messaging

A brand voice that could carry a residential deck restoration ad, a commercial epoxy proposal, and a 40-page sales deck without sounding like three different companies. Built the messaging architecture around what the work actually is — a 20-year trade business that takes the work seriously and doesn’t need to perform expertise it already has.

The translation was the real work: rewriting service-driven, technical language into value-driven copy that leads with what the customer gets — the outcome, not the method. Same brand, two audiences, copy that converts a residential homeowner without losing credibility with the facility manager evaluating a coatings contract on the next click.

04 · Site

Long-form architecture built to convert two audiences without splitting the brand — residential homeowners booking a deck or interior project, and commercial buyers evaluating a coatings partner for a facility. Service blocks structured so a homeowner sees painting first and a facility manager sees epoxy and polished concrete first, with the same brand voice carrying both. Launched Week 8 of a 14-week engagement — three weeks ahead of the original Week 11 target.

Built 2025 · 14-week engagement · Launched Week 8 of 14

05 · Sales enablement

Most small businesses build a sales deck once, never apply it, and forget where the file lives. The Xtreme deck was built as a 40-page master + modular system — slides that get pulled, swapped, and re-sequenced based on which prospect’s in the room.

Tested inside the engagement window on an applied version for a live enterprise pitch. The deck wasn’t a file that got handed off and shelved — it got used to pitch real revenue while we were still building the rest of the brand around it.

06 · Advertising activation

Two campaign tracks running in parallel from October through December — seasonal residential painting work and the brand-and-website launch sequence. Same brand system, two completely different audiences, no creative cannibalism between them.

Built so the ads, the site, the deck, and the print collateral all spoke the same voice — because they were all built by the same operator inside the same strategy, not stitched together from three vendors who’d never met.

6A · Service campaigns

Residential brand spot anchoring the seasonal track. Two parallel Before/Prep/Finish photo campaigns — Fall Deck Restoration and Fall Steps Restoration — ran on Instagram and Facebook through October.

Residential brand spot · “Your weekend, your time”

6B · Brand launch sequence

Launch sequence rolled out across Instagram, Facebook, and LinkedIn — feature pieces first.

Launch video

One team for every home upgrade

07 · Print collateral

The brand had to leave the screen and survive the surfaces it was actually printed on — door hangers left at residential prospects’ doors and painting flyers handed over at commercial walkthroughs.

Same brand system, dragged from screen to print without losing the Shield Green / Deep Navy contrast that anchors the rest of the brand. Painting flyer and door hanger shown below.

Xtreme residential painting flyer — services, pricing, and contact details — Painting flyer

Xtreme door hanger — front, 15% off home painting promo with services list — Door hanger · front

Xtreme door hanger — back, services and contact info — Door hanger · back

Scope

One brief. One operator. Three systems shipped together.

Brand & Identity

Logo system and full visual identity
Type system
Color system and brand palette
Imagery system and visual standards
Brand voice, tone, and core values
Brand guidelines doc with usage rules
Email signatures
Social profile refresh across Instagram, Facebook, and LinkedIn (photos, bios, about sections, link structure)

Marketing & Advertising

Two ad campaign tracks (residential and brand launch)
6+ creatives across static and video
3-month content calendar (Oct–Dec)
Photo direction and visual asset library
Team headshots and on-site photo session

Web Design & Sales Enablement

Custom 12-page website built to convert two audiences
40-page modular master sales deck — applied to a live enterprise pitch inside the engagement window
Print collateral system (painting flyer, door hangers)

What Made It Work

A full marketing engine in 14 weeks
— built by one operator against one strategy.

Most 14-week marketing engagements get split across an agency lead, a freelance designer, a copywriter, an ad buyer, and a deck specialist. Five people working from four versions of the brief, and the work shows it — the ads don’t match the site, the deck doesn’t match the ads, the print doesn’t match anything. Xtreme got one. Same operator on every artifact, same strategy from kickoff through launch. That’s the only reason the work reads as one system instead of six freelance receipts.

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