Step 1 – Brand Pillars (Foundational Themes)

These are the unchanging roots of Cedar & Iron. Everything you write, print, or hand to someone should echo these values.

Pillar What It Means for Cedar & Iron
Dignity First Every interaction protects the client’s pride and autonomy—never pity or control.
Built on Trust No one is “sold” anything. You are invited into the family because of your proven character.
Quiet Strength You don’t broadcast. You show up. Calmly. Consistently. Decisively.
Stewardship, Not Service This isn’t hourly labor—it’s relational responsibility.
Family Without the Weight Clients get the relief of a loyal son—without the history or burden.

Step 2 – Tone & Voice Guide

Attribute How It Sounds
Grounded Short, direct sentences. No fluff. Real-world clarity.
Warm Respects emotion without over-sentimentality.
Quietly Confident No hype, no urgency. Just calm presence.
Protective Reinforces safety, preparedness, and trust.
Traditional Echoes timeless values—reliability, integrity, service.

Step 3 – Visual Identity (Basic Guide)

We don’t need a full design system, but you’ll want to set some rules so your print materials and digital assets feel unified.

Element Direction
Logo/Mark Simple, serif or type-only (no abstract icons). Possible emblem: cedar tree + iron tool motif
Color Palette Deep forest green, iron gray, off-white, saddle leather brown. Earth tones only.
Fonts Serif or slab-serif for headers (e.g. Tiempos, Georgia, Freight). Clean sans-serif for body (e.g. Inter, Helvetica, Source Sans).
Texture Subtle paper grain or natural fiber texture, if printed. Avoid gloss.
Photography (if used) Warm-toned, real-life, no stock images. Black-and-white preferred for emotional pieces.

Ready to Build the Asset Kit?

Let’s begin by building the core kit:

Cedar & Iron Outreach Asset Kit (Initial Build)

  1. 1-page explainer – “What Eli Does” – for friends, allies, and professionals
  2. Referral handout – for elder law, estate, fiduciary partners
  3. Tier overview sheet – Peace, Care, Legacy (principles + examples)
  4. Welcome card / invitation – “If someone you love needs a steady hand…”
  5. Thank-you notecard template – For warm referrals
  6. Conversation prompts – For those who want to explain Cedar & Iron to someone else

Would you like to begin with #1 or would you like me to draft all six in a clean package?