Brand Guidelines — Seven Tree Media
Seven Tree Media Brand Guidelines
Internal Reference Document

The Seven Tree Media
Brand System

Everything needed to build on-brand — colors, typography, logos, voice, and usage rules. Use this as the source of truth on every page, email, and asset we produce together.

01

Color Palette

Accent Yellow
#FFCB14
Primary brand accent. CTAs, highlights, eyebrows, key headings. Use on dark backgrounds only.
Soft Black
#1A1A1A
Primary background. All pages default to this. Never pure #000000.
Medium Grey
#A4A4A4
Body copy, supporting text, subheadings, metadata, and muted UI elements.
Near White
#F8F8F8
Primary text on dark backgrounds. Headings and high-contrast copy.
Surface
#222222
Card backgrounds, secondary containers. Lifts elements off the main background.
Surface 2
#2A2A2A
Nested cards, hover states, subtle separators. Third level of depth.
02

Typography

Raleway
Display & Headings
Primary font Weights: 600 700 800 Google Fonts
Open Sans — clean, readable, and honest. The body font that makes every detail easy to scan without trying. Used for paragraphs, captions, labels, and UI copy.
Body font Weights: 400 500 600 Google Fonts
Hero title clamp(56,7.5vw,98px) You're running out of structure
Section title clamp(34,4vw,54px) What I actually do
Section subtitle 26px Strategy that holds up
Card title (med) 22px Fractional CMO
Body copy 17px Clean, direct, and written the way Devon talks.
Buttons 14px Book a Strategy Call
Eyebrow / labels 12px Fractional CEO & CMO
Meta / dates 14px Calgary, Alberta · Seven Tree Media
03

Logo System

Text logo yellow on dark
Text Logo — Yellow on Dark
Primary use. Nav, headers, dark backgrounds.
Text logo white on dark
Text Logo — White on Dark
Secondary. Footers, dark sections where yellow reads too bright.
Text logo black on light
Text Logo — Black on Light
Light backgrounds only. Documents, PDFs, print.
Icon logo yellow
Icon Logo — Yellow on Dark
Favicons, social avatars, square formats, app icons.
Icon logo white
Icon Logo — White on Dark
When yellow is too prominent. Subtle icon placements.
Icon logo black
Icon Logo — Black on Light
Light backgrounds. Letterheads, proposals, print collateral.
04

Photography

Devon Jones

Primary headshot — usage notes

Use this photo on the homepage hero, the Work with Devon page, and any media or press assets. It's the primary brand face.
Crop to face and shoulders for circular avatar formats (LinkedIn, social profiles). Keep vertical for hero sections.
Never add a colour filter or overlay that removes the natural tones. The image should look like a real person, not a branded stock photo.
On dark backgrounds, the image works as-is. On lighter sections, add a subtle dark gradient on the left edge to blend cleanly.
Hosted at: seventreemedia.com/wp-content/uploads/2025/11/Devon-Jones-...
05

Voice & Tone

Direct

Say the thing. No preamble, no build-up. The reader doesn't need to be warmed up before getting the point.

Plain-spoken

No jargon that hides meaning. If a simpler word works, use it. The goal is clarity, not cleverness.

Warm but not soft

Friendly and approachable without being a pushover. Devon challenges people's thinking. He doesn't coddle.

Philosophical at times

Connects big picture thinking to practical action. The reader should leave with a new way of seeing the problem.

Conversational

Contractions are fine. Sentence fragments are fine. Write the way Devon talks — confident and easy to follow.

Action-oriented

Ends on something useful. Not inspiration for its own sake — the reader should know what to do next.

Write this

  • Short sentences that move forward
  • "You're not short on ideas — you're short on structure."
  • Concrete verbs: build, test, measure, design, close
  • Questions that make the reader think
  • Casual transitions: "Here's the thing...", "So what does that mean?"
  • Grade 6 reading level — even for smart audiences

Never write this

  • Leverage / unlock / empower / enable / optimize
  • "In today's fast-paced business landscape..."
  • Passive voice when active works fine
  • "It is crucial to understand..."
  • From X to Y sentence openers as rhetorical hooks
  • Fake urgency or promotional phrasing
06

Brand in Action

Fractional CEO & CMO

You don't need more ideas.
You need a system that works.

I work with founders and teams who know where they want to go but keep hitting the same friction. I don't do the work for you. I build the system that makes the work obvious.

Book a Strategy Call Get the Free Roadmap
07

Quick-Reference Rules

Yellow on dark only

Never use #FFCB14 as text on a white or light background. It has poor contrast and reads as washed out.

Raleway for all headings

H1 through H4 are always Raleway, weight 700 or 800. Open Sans is for body copy and UI labels only.

Buttons always use !important

WordPress themes override button text color. Every .btn rule needs color with !important to hold.

All CSS scoped to #page-id

Every CSS rule must be scoped to the page wrapper ID to prevent theme and plugin conflicts.

No pure black or pure white

Use #1A1A1A instead of #000 and #F8F8F8 instead of #FFF. Pure values feel harsh on screen.

Eyebrows always uppercase

Section labels and eyebrow text use Raleway 700, 12px, letter-spacing .12em, all caps, yellow.

Borders stay at 0.5px

Card and container borders are always 0.5px solid with rgba white at low opacity. Never 1px solid white.

Two CTAs per hero max

Primary CTA in yellow, secondary as ghost/outline. Never more than two choices in any hero section.

Seven Tree Media Brand Guidelines — Internal Use — Devon Jones © 2026

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