Branding

**ABOUT THE PROJECT** I am launching a flexible stone veneer brand targeting the San Diego market, with national ambitions. Flexible stone veneer is a lightweight, natural stone product used on exterior walls, fireplaces, pool surrounds, interior feature walls, and architectural surfaces. I need a complete brand identity developed from the ground up — starting with name finalisation and running through to a full visual identity system ready for web, print, and social. This is a brand launch, not a refresh. Everything is being built new. **THE BRAND ARCHETYPE — EXPLORER** This is non-negotiable context for your work. My brand survey confirmed a strong Explorer archetype. Understanding this will define every creative decision: - Core energy: adventure, discovery, autonomy, authenticity - The brand should feel like it's going somewhere — pioneering, not conventional - Tone: open-minded, bold, resourceful — never corporate or safe - The customer should feel a sense of possibility and aliveness when they encounter the brand - Enemies of this brand: routine, conformity, the expected - The brand celebrates freedom to chart your own path — and invites customers to do the same The Explorer archetype fits this product naturally — flexible stone veneer itself breaks the rules of traditional stone. It goes where stone has never gone. The branding should embody that. **SCOPE OF WORK** I need all of the following delivered: **1. Brand name finalisation** I have a working placeholder name. I am open to refinement or alternatives if you can make a strong case. The name must: - Feel premium and architectural - Work in the Explorer archetype (movement, discovery, boldness) - Have no personal names or identifiable references embedded in it - Work across English-speaking markets - Be short — ideally 1–2 words, under 10 characters preferred Domain availability • Primary .com must be available — this is a hard requirement, not a preference • Check .co and .net as secondary fallbacks in case .com is taken • Shortlist names only if the exact match or a clean variant (e.g. "getveyra.com" or "veyrastone.com") is available • No hyphens in the domain • Trademark clearance --- Do you conduct basic trademark screening before recommending a brand name, or is that outside your scope?" If yes -- Before presenting any name as a finalist, run a basic USPTO trademark search to screen for conflicts in Class 19 (building materials, stone) and Class 35 (retail/wholesale trade services) • Flag any names with existing registrations or pending applications in those classes **2. Brand strategy ** - Brand positioning statement – Byline / tagline for the brand name - Brand personality descriptors - Tone of voice guide (with do/don't examples) - Target audience profiles (contractors, architects/designers, builders, landscapers, homeowners) - Competitive positioning — how we sit relative to traditional stone suppliers and mass-market alternatives **3. Logo design** - Primary logo (full) - Secondary logo / wordmark variant - Icon / mark only (for use as favicon, social profile image, embossing) - All versions in: colour on light, colour on dark, mono on light, mono on dark - Delivered in: SVG, AI or EPS, PNG (transparent background, multiple sizes) **4. Colour palette** - Primary palette (2–3 colours) with hex, RGB, and CMYK values - Secondary/accent palette - Usage rules — what goes where and why - Palette should feel grounded in natural materials (stone, earth, mineral) while carrying Explorer energy — not cold, not overly rustic **5. Typography system** - Primary typeface (headings) — licensed or Google Fonts only, no custom unless included in quote - Secondary typeface (body/UI) - Usage hierarchy rules - Type pairing rationale **6. Brand imagery direction** - Mood board / photography style guide - Direction for how product and application photography should be art directed - What to avoid visually - This will feed directly into our website build **7. Brand collateral templates (basic)** - Business card (front and back) - Email signature - Social media profile image + cover template (Instagram and LinkedIn) - One A4 letterhead template Delivered as editable files (Canva, Adobe, or Figma — confirm your tool) **WHAT THIS BRAND IS NOT** Please avoid these directions — they are common traps for materials brands: - Generic stone textures as the logo (overused) - Dark grey + gold = 'luxury' formula (too predictable for an Explorer brand) - Rustic or craftsman aesthetics (we are modern and architectural) - Anything that feels like a construction company or hardware supplier - Overly minimalist to the point of having no personality The Explorer archetype demands a brand with a point of view. It should feel like it has been somewhere and knows where it's going. **WHAT I WILL SUPPLY** - Brand archetype results and supporting notes - Working placeholder brand name - Competitor references - Target audience descriptions - Product photography (for context — not for use in logo/identity work) - Clear, fast feedback on concepts **TIMELINE – 2-3 weeks **BUDGET* - $ 200 **QUESTIONS — PLEASE ANSWER ALL IN YOUR PROPOSAL** I will not shortlist proposals that skip these. 1. Share 2–3 portfolio examples of brand identity work most relevant to this project — premium product brands, architectural/materials brands, or Explorer-archetype energy. Briefly describe your role and the brief you were given. 2. How do you approach naming? Do you do a basic trademark search and domain availability check? 4. How many revision rounds are included? 5. What file formats will you deliver, and do I receive full ownership of all source files (AI/EPS/Figma) at the end of the project? 6. How do you ensure the brand will work across digital (web, social) and physical (print, signage) applications from day one? 7. Have you worked on brands in construction, architecture, interior design, stone, tile, or related industries? If yes, what was the outcome? 8. What information do you need from me before you can start, and how long does your onboarding/discovery process take? 9. What is your availability over the next 2-3 weeks, and are you the sole designer on this project or part of a team? Thank you so much for your time. Armina