AC Cabinets & Design Initial Brand Guidelines

BRAND GUIDELINES

AC CABINETS &

DESIGN, LLC

BRAND STRATEGY &

VISUAL IDENTITY

Welcome to the AC Cabinets Brand Guidelines. These guidelines serve as the compass for achieving brand cohesion and consistency across all creative efforts. They are designed to ensure that everyone within our company, from designers to marketers, adheres to a unified brand identity. By following these guidelines, we maintain the integrity and distinctiveness of the AC Cabinets brand in every piece of communication and visual representation. Use this document as your go-to resource for any creative project related to AC Cabinets, ensuring our brand is always presented with excellence and precision.

BRAND STRATEGY

Our Story

THE STORY BEHIND AC CABINETS & DESIGN LLC

Founded with a vision to redefine the standard of quality in daily life, AC Cabinets serves as the bridge between designers and architects, translating their visions into tangible realities. Our journey began with a commitment to craftsmanship and personalized design, aiming to create a uniquely high-touch experience that transcends the ordinary and elevates the extraordinary. At the core of our philosophy lies the essence of the expert-in-the-craft—a vision realized through our extensive knowledge, experience, and expertise in woodwork, form, design, and technical mastery. Like the seasoned artisan in his workshop, we approach each project with unparalleled attention to detail and a commitment to authenticity, serving as the conduit between architects, builders, and discerning clients to bring their visions to life.

Our craftsmanship extends beyond mere functionality, seamlessly integrating components into kitchens, bathrooms, laundry rooms, closets, pantries, offices, and built-ins. Nestled in the heart of Midtown Reno, at the foothills of the Sierras and just 30 minutes from Lake Tahoe, our design studio serves as a sanctuary for creativity and collaboration. Here, by appointment only, clients embark on a journey of discovery, exploring a curated selection of materials and engaging in project planning sessions that inspire and delight. At AC Cabinets, we don't just create cabinets—we craft stories. Stories of craftsmanship, of connection, and of spaces that reflect the unique spirit of those who inhabit them. Welcome to our world, where every detail matters, and every space tells a tale of artistry and authenticity.

Our Mission

THE STATEMENT THAT LEADS US

At AC Cabinets & Design, we’re dedicated to crafting cabinetry solutions that transcend the ordinary, embodying the perfect balance of timeless elegance and functional excellence. Our mission is to bridge the gap between architects, builders, and discerning homeowners, forging lasting partnerships and delivering on our promises with integrity, precision, and unwavering attention to detail. Grounded in authenticity and guided by a passion for craftsmanship, we offer a comprehensive range of services, including kitchen, bathroom, closet, and outdoor cabinetry, that others simply can’t emulate. From concept to creation, we are driven by the pursuit of excellence, ensuring that every cabinet we craft tells a story of artistry, authenticity, and enduring quality.

Brand Values

AUTHENTICITY

Our craft is more than just creating cabinetry designs; it’s about weaving personal narratives into every piece. We approach our work with an unwavering commitment to authenticity, drawing from our deep well of knowledge and expertise. Every design we create speaks volumes about our dedication to crafting spaces that seamlessly blend functionality with genuine craftsmanship. Through candid open dialogue, we ensure that each project reflects the authentic needs and desires of our clients. While our work exudes luxury, we remain grounded in the pragmatic wisdom of generations past, much like the steady hand of a beloved grandfather crafting masterpieces in his garage.

EXPERTISE

From design and materials to form and functionality, we bridge the gap between architecture and cabinetry with finesse. Our commitment to evolution allows us to stay ahead of the curve, offering flexible, efficient, and timeless designs that stand the test of time. The result?

A natural refinement that transcends aesthetics, creating spaces that are as beautiful as they are functional.

ATTENTION TO DETAIL

At AC Cabinets & Design, attention to detail is our guiding principle. Just like the grandfather in the garage building with his hands, we don't cut corners or compromise on quality. Our meticulous approach ensures that every aspect of our work is executed with precision and care. Our team is fluent in the language of both designers and architects, allowing us to seamlessly integrate our cabinetry solutions into any space. We understand the importance of collaboration and communication, and we work closely with our clients to ensure that their vision is brought to life with the utmost care and craftsmanship. Whether it's a custom kitchen, bathroom, closet, or outdoor cabinetry, our commitment to excellence shines through in every project we undertake.

At AC Cabinets & Design, we believe that the difference is in the details, and we take pride in our ability to deliver exceptional results that exceed expectations.

TRUSTWORTHINESS

Trust is the foundation of our relationships at AC Cabinets & Design. We approach our work with integrity, honesty, and transparency, ensuring that our clients can rely on us to deliver on our promises. By bridging the gap between builders, designers, and discerning homeowners, we forge lasting partnerships built on trust and mutual respect. Our clients know that they can count on us to bring their visions to life with precision, professionalism, and unwavering dedication.

Unique Value Proposition

WHAT MAKES US DIFFERENCE

We redefine the essence of cabinetry, bridging the gap between craftsmanship and innovation. Our unwavering dedication to excellence is exemplified by our unique approach—working directly with builders and architects, we speak the language of the craft, infusing every project with unparalleled knowledge and expertise. Beyond kitchens, we reimagine every space in the home, from luxurious closets to serene bathrooms and versatile outdoor areas. Our commitment to custom solutions sets us apart, offering precision and artistry reminiscent of the grandad in the garage. At AC Cabinets, we don't just create cabinets; we craft experiences, tailored to elevate every aspect of the modern home.

Brand Traits

WE ARE...

Appr achable t builders, speakin the same lan ua e as y ur randdad in the sh p

eliable and trustw rthy, c mmitted t d in what we say we will.

ealistic and h nest in ur assessments and rec mmendati ns.

elati nship-f cused, pri riti in a human-centered appr ach in ur interacti ns.

Private and c nfidential, w rkin directly with architects, builders, desi ners, and hi h-end clients

Flexible in ur fferin s, caterin n t nly t kitchens but als cl sets, utd r cabinetry, and m r

G d c mmunicat rs, ensurin clarity and understandin thr u h ut the pr ject

Pers nal, craftin each piece t fit the unique needs f every space.

WE ARE NOT...

One si e fits all r mass pr ducers, pri riti in cust mi ati n ver standardi ati n.

Open t just any ne, maintainin exclusivity in ur client relati nships and fferin a ne- n- ne

appr ach when viewers c me t the studi (instead f a Sh wr m

Cheap and disp sable, valuin quality and l n evity ver c st-cuttin measure

Impers nal r indifferent, treatin each pr ject with care and attenti n t detail

C ntent with medi crity, always strivin f r excellence in every aspect f ur w rk.

Target Audience

ARCHITECS & BUILDERS, DESIGNERS

P ofessiona s in the const uction and design indust y

Seek custom cabinet y so utions fo p ojects anging f om sing e-c ient homes to a ge-sca e deve opments

Va ue e iabi ity, qua ity, and co abo ation in thei pa tne ships

App eciate supp ie s who unde stand thei anguage and can t ans ate thei design vision into ea ity

P io itize functiona ity, du abi ity, and aesthetic appea in cabinet y choices.

ULTRA HIGH-END CLIENTS AND LUXURY BUILDERS

Disce ning individua s who invest heavi y in bespoke design expe iences

Typica y engage a team of a chitects, inte io designe s, and othe specia ists fo thei home p ojects

Desi e unique, handc afted pieces that showcase a tist y and individua ity

Reside in aff uent a eas such as Reno-Tahoe

Midd e to o de in age, with highe disposab e incomes and possib y mu tip e esidences

Va ue a t and c aftsmanship, seeking to inco po ate distinctive e ements into thei iving spaces

App eciate attention to detai and enjoy showcasing the unique featu es of thei homes to guests

P io itize exc usivity, seeking out supp ie s who can offe pe sona ized, one-of-a-kind c eations akin to the c aftsmanship of a "g anddad in the ga age."

Keywords & Descriptors

Precise Authentic Grounded

Problem - Solvers

Artisanal Detail-Oriented Trustworthy

Exceptional

Refined Dependable

Polished Timeless Genuine Craftsman

TAGLINES FREQUENTLY USED PHRASES

Luxury Cabinetry. Unparalleled attention to detail.

Custom Cabinetry. Unparalleled attention to detail.

Down to Earth Luxury

Where Craftsmanship Meets Cabinetry

Luxury Craftsmanship, Exceptional Cabinetry.

Crafting Down to Earth Luxury

Crafting Timeless Luxury

Crafting Precision

Celebrating the craft & precision of cabinetry.

Grounded in Tradition, Crafted with Precision.

Crafting Spaces, Crafting Stories.

Bespoke beauty and functionality for every corner of the home.

Your vision, our expertise.

Detail-Oriented Craftsmanship, Authentic Artistry.

Craftsman’s Touch, Trustworthy Results.

Creating timeless designs that stand the test of time.

Crafting cabinets with soul.

Exquisite craftsmanship, unrivaled luxury in every cabinet.

Crafting beauty one custom cabinet at a time.

VISUAL IDENTITY

Primary Logo

HORIZONTAL LOGO

VERTICAL LOGO

Primary Logo Spacing

To maintain the integrity and visibility of the AC Cabinets logo, it is essential to ensure adequate spacing around it. A clear space equivalent to the height of the logo should be maintained on all sides. This space acts as a buffer, preventing any text, images, or design elements from crowding the logo. Adhering to this rule will ensure that the logo remains prominent and easily recognizable, preserving its impact and clarity in all applications.

Logo Colors

The AC Cabinets logo should always be used in its designated color variations to ensure brand consistency and visual impact. Avoid using the logo on backgrounds that clash with or obscure the logo's colors. By adhering to these color guidelines, we maintain a consistent and professional appearance across all brand materials.

Logo Usage Guidelines

Always adhere to the established guidelines for logo usage to maintain brand integrity. This includes using the correct color palette, avoiding any effects or drop shadows, ensuring proper spacing, and never stretching or tilting the logo. Consistency in these practices ensures that the AC Cabinets brand remains strong and recognizable.

Secondary Logos/Brand Marks

While the primary AC Cabinets logo is our main brand identifier, there are situations where it may not fit optimally due to size constraints or design needs. Secondary logos and brand marks offer flexibility and variation, ensuring that our brand remains consistent and visually appealing across different applications. These alternatives are designed to maintain the integrity and recognition of our brand, providing versatile options for various contexts while complementing the primary logo.

Secondary Logos (Continued in Color)

“Craftsmanship teaches us to appreciate the beauty and intricacies of the material world.”

MATT EW CRAWFORD, S OP CLASS AS SOULCRAFT

HEX: #F2F0E8

CMYK: 4%, 3%, 8%, 0%

RGB: 242, 240, 232

Color Palette

HEX: #ac9a80

CMYK: 32%, 37%, 53%, 2%

RGB: 172, 154, 128

HEX: #35271d

CMYK: 55%, 68%, 75%, 69%

RGB: 53, 39, 29

HEX: #e5e1db

CMYK: 9%, 9%, 11%, 0%

RGB: 229, 225, 219

HEX: #282624

CMYK: 69%, 65%, 66%, 70%

RGB: 40, 38, 36

HEX: #a5a492

CMYK: 37%, 29%, 44%, 1%

RGB: 165, 164, 146

Spring Wood

Sandrift Bistre

Gray Olive

Westar

Dune

Typography Suite

Consistent typography is crucial for maintaining a cohesive brand identity. The fonts we use convey the personality and professionalism of AC Cabinets, ensuring that all communications are clear and visually harmonious. Adhering to our designated typefaces in all marketing materials, digital platforms, and print media reinforces brand recognition and creates a unified look. By following these typography guidelines, we ensure that our messaging is always polished, readable, and aligned with the AC Cabinets brand.

HEADLINE

Laurentian Pro is the headline font, regular case,

0

line spacing, 30 - 80 pt

SUBHEADLINE

BODY

BUTTON & ACCENT

SOURCE SANS PRO IS THE SUBHEADLINE FONT, UPPERCASE

Adobe Garamond Pro is the body copy. Regular case, 0 line spacing, 12 - 20 pt. This is what a paragraph looks like as adobe garamond pro. Adobe Garamond Pro is a tried & true body typeface that is both legible and luxurious. You don’t have to compromise function when looking for style with Adobe Garamond Pro. Easy to read at a small or large size, functional and timeless, Garamond Pro is perfect for a body copy typeface, this is what a paragraph looks like using this typeface.

SOURCE SANS PRO

APPLICATIONS

USING THE BRANDING

In this section of the guidelines, we'll explore how to apply the AC Cabinets brand to real-world examples, ensuring consistency and cohesion across all platforms. From print publications and advertisements to our website and social media channels, we'll provide detailed instructions and best practices for showcasing our brand.

By following these application guidelines, we can ensure that our visual identity is maintained and our messaging is clear and impactful, no matter the medium.

Print

APPLICATION EXAMPLES

Digital

APPLICATION EXAMPLES

Website

EXAMPLE ONLY - NOT FINAL DESIGN

This example showcases a potential design for the AC Cabinets homepage. While it serves as a visual guide, it illustrates how our brand elements work together to create a cohesive and engaging user experience. By integrating our logo, color palette, typography, and imagery, this example demonstrates the seamless operation and visual harmony that our website should embody.

Social Media

INSTAGRAM FEED DESIGN

This page showcases the use of AC Cabinets Instagram templates to create a visually appealing and cohesive social media presence. The updated profile photo, highlight covers, and curated content demonstrate how our brand identity translates seamlessly across various social media platforms. By utilizing these templates, we can maintain consistency and engage our audience effectively, forming a unified and impactful Instagram grid that reflects the essence of AC Cabinets.

Instagram Templates

INSTAGRAM DESIGN

AC Cabinets will receive Instagram templates for both posts and stories in the form of Canva templates, accessible via a shareable link. These templates have been meticulously designed to maintain brand consistency and streamline the creation of engaging content. By utilizing these resources, AC Cabinets can easily create visually stunning posts and stories that align with our brand identity, ensuring a cohesive and impactful presence on Instagram.