BRAND
KIT
Everything you need to create on-brand marketing materials — logos, colors, typography, guidelines, and more.
ASSET LIBRARY
Access all TCMS brand assets and guidelines organized by category. Everything you need in one place.
Tree Care Marketing Solutions was built by people who understand the tree care industry from the ground up. We don't just market tree care businesses — we understand the seasonality, the local competition, the customer psychology, and the operational realities that make this industry unique.
Our mission drives every campaign we run, every website we build, and every strategy we recommend. It's not just a tagline — it's the lens through which we make every decision.
To be the most trusted marketing partner for tree care companies across North America — known for delivering measurable growth through deep industry expertise.
We handle all your online marketing — website design, content, email marketing, SEO, Google Maps optimization, and Google Ads — so you can focus on running your business.
We live by our values to make TCMS the best place to work and achieve our mission of saving the world by saving the trees.
We keep things simple and straightforward, avoiding unnecessary complexity while maintaining premium quality. We tell the truth, even when it's difficult, because authentic partnerships require honesty. We make decisions based on what will generate the best results for clients, not what's easiest or most profitable for us in the short term.
The current logo files display a ™ (trademark) symbol. This should be updated to ® (registered mark). Please update the logo artwork in Figma and re-export all logo files before using them in production.
Logo Variations
Six approved logo configurations — three for dark backgrounds, three for light backgrounds.
For Light Backgrounds
Use these versions on white, light gray, or other light-colored backgrounds.
Clear Space & Minimum Size
Always maintain clear space around the logo equal to the height of the "T" in TREE CARE. Never reduce the logo below the minimum size.
Always maintain clear space around the logo equal to the height of the "T" in TREE CARE on all sides. Never reduce the logo below 120px wide in digital contexts or 1 inch wide in print. Do not crowd the logo with other elements.
Do / Don't
Common misuses that compromise the brand's integrity. Always use an approved logo file — never recreate or alter the logo.
Always scale the logo proportionally. Stretching or squishing breaks the visual balance and looks unprofessional.
Hold Shift when resizing to lock the aspect ratio. Use the approved logo files at any size without distortion.
The dark-text logo version disappears on dark backgrounds. Always match the logo variation to the background tone.
On Gunmetal or any dark surface, always use the dark-background logo variant (lime green + white or all-white).
Drop shadows, glows, color overlays, and CSS filters alter the logo's approved appearance. Use the logo files as provided.
Tree Care Marketing Solutions is a registered trademark. Always use ®, never ™. Note: the current Figma logo files still show ™ and need to be updated by the design team.
Primary Colors
Primary colors are the core hues of the brand identity. These colors appear most frequently in designs and marketing materials. Click any swatch to copy the hex code.
Secondary Colors
Secondary colors complement the primary palette. These additional hues provide flexibility in designs without overshadowing the main brand colors.
Color Usage Guide
How to apply the brand palette across different contexts.
Use Gunmetal as background with white body text and Yellow Green accents for headlines and CTAs.
Use for section headers, primary CTAs, and key callout areas.
Anti-flash White for content areas. Pair with Gunmetal text and Persian Green accents.
Yellow Green for high-emphasis elements. Always pair with dark text for accessibility.
Be Vietnam Pro
The primary display typeface. Used for all major headlines, section titles, and key messaging. Available in multiple weights from ExtraLight to ExtraBold.
View on Google Fonts →Inter
The primary body typeface. Used for all body copy, captions, labels, and UI elements. Highly legible at all sizes.
View on Google Fonts →The quick brown fox jumps over the lazy dog. Marketing for arborists by arborists.
Type Scale
Recommended type sizes for consistent hierarchy across all materials.
Every piece of communication from Tree Care Marketing Solutions — whether it's a proposal, a social media post, an email, or a website page — should reflect these core voice qualities. They are not a checklist but a mindset.
When in doubt, ask: "Does this sound like someone who deeply understands the tree care industry and genuinely wants to help this business grow?" If yes, you're on brand.
Who do we help?
We partner with established tree care companies generating $4–10M annually whose owners have stepped back from daily field operations to focus on strategic growth.
Our core clients are companies in the $4-10M range in annual revenue. They are sophisticated business leaders managing multiple crews, certified arborists, and complex operations across 30+ mile service areas. They've built solid reputations through quality work and now face the challenge of scaling systematically while competing against well-funded national companies and private equity acquisitions.
Our clients are decision-makers who understand that effective marketing requires industry expertise. They've often experienced disappointing results with generalist agencies who don't grasp the nuances of tree care terminology, seasonal challenges, or the difference between legitimate arborists and "chuck-and-a-truck" operators.
Why choose us?
We do all the marketing for you, from the website design and content to email marketing, SEO, Google Maps optimization, targeted direct mail, Google Ads, and much more.
Our marketing services put you on the fast track to generating the best leads in your service area and bringing in more business month after month.
We offer a premium, done-for-you service that the best companies are using. Stop spending your time trying to figure out what to do and how to do it. We take care of it all so you can focus on what you do best — running your business.
What We Do For Them
Our full-service marketing offering covers every digital touchpoint.
Primary Treatment
The official typographic rendering of the tagline. "FOR" and "BY" are set in lime green italic to create rhythm and emphasis.
Light background — Be Vietnam Pro ExtraBold 800 · "FOR" and "BY" in #A1D14C italic
Dark Background Treatment
For use on Gunmetal (#1E2835) or other dark backgrounds. "MARKETING" and "ARBORISTS" render in white.
Dark background — white body text · "FOR" and "BY" in #A1D14C italic
Teal Background Treatment
For use on Persian Green (#47978A) backgrounds. All text renders in white for maximum contrast.
Teal background — all white text · "FOR" and "BY" remain italic for rhythm
Usage Guidelines
Follow these rules to maintain the integrity and impact of the tagline across all placements.
Only use the three approved treatments: light background, dark background, or teal background. Do not introduce new color combinations.
Always set in Be Vietnam Pro ExtraBold (weight 800). Never substitute another font. The italic treatment on "FOR" and "BY" is mandatory.
The tagline must be legible at all sizes. Minimum display size is 18px. Never reduce below this threshold in any medium.
The tagline is strongest when used alongside the TCMS logo. When space allows, position the tagline below or beside the logo lockup.
Do / Don't
Common misuses to avoid when applying the tagline.
The tagline must always be set in ExtraBold (800). Regular or light weights dilute the brand's confident, authoritative voice.
Be Vietnam Pro ExtraBold with lime green italic "FOR" and "BY" is the only approved treatment on light backgrounds.
Never apply colors outside the approved palette. Only use #1E2835, #ffffff, #A1D14C, or #47978A in the tagline.
The tagline is always rendered in ALL CAPS. Sentence case or title case undermines the bold, authoritative character of the brand.
Visual Philosophy
TCMS photography is people-first. We don't work in the field — we work with the people who do. Our images should lead with faces, relationships, and real moments: Monica speaking on stage, Jack at a trade show, a client reviewing results on an iPad. Trees and equipment are supporting characters, not the lead.
Lead with faces. Monica, the TCMS team, clients, arborists, and industry partners. Relationships are our product — photography should reflect that.
Real events, real conversations, real celebrations. Candid shots at trade shows, award ceremonies, client visits, and speaking engagements carry far more credibility than posed studio photography.
We understand tree care at a deep level. Images of Monica with arborist crews, at TCIA events, and alongside industry leaders reinforce that we are trusted partners — not outsiders.
Approved Subject Matter
These are the primary content categories for TCMS photography. People are always the lead subject. Use across website pages, ads, social media, and case studies.
Supporting Imagery
Tree work and arborist imagery can be used as supporting visuals — ideally from TCMS clients rather than generic stock. These images provide industry context but should never be the primary focus.
Composition & Color Treatment
Guidelines for how images should be composed, edited, and treated before use in TCMS materials.
Prefer natural, slightly warm color grades. Avoid heavy Instagram-style filters, oversaturated greens, or desaturated moody tones. The image should feel clean and true-to-life.
Compose subjects off-center using the rule of thirds. Leave intentional negative space on one side — this creates room for text overlays in ads and social posts without crowding the subject.
Prefer well-lit, daylight shots. Avoid dark, underexposed images or harsh midday shadows. Golden hour lighting (early morning or late afternoon) produces the most appealing results.
Use 16:9 for website banners and video thumbnails, 1:1 for social media posts, and 4:5 for Instagram feed images. Always crop to the correct ratio before uploading — never let the platform auto-crop.
Do / Don't
Common photography mistakes that undermine the brand's premium positioning.
A smiling person in a hard hat pointing at a clipboard. A lone tree on a white background. A handshake in an office. These images could belong to any company in any industry.
A certified arborist in a climbing harness removing a hazardous limb. A crew with a 75-foot crane working on a large oak. A beautiful residential property with a freshly pruned canopy. These images are unmistakably tree care.
Pixelated, blurry, or heavily compressed images signal a lack of attention to detail — the opposite of the premium, expert brand we are building. This is especially damaging in hero sections and paid ads.
Never use photos showing workers without proper PPE, unsafe ladder use, or improper rigging. TCMS clients are sophisticated operators who will notice — and it contradicts our positioning as a premium, expert partner.
Icon System
All icons are SVG format — infinitely scalable with no quality loss. Two color families: Lime Green (#A1D14C) for services and business concepts; Persian Green (#47978A) for core values and industry concepts. Toggle each card between dark and light backgrounds to preview both contexts.
Use at any size from 16px to full-page without pixelation. Works in PowerPoint, Canva, web, and print.
Lime Green = services & growth concepts. Persian Green = values & industry expertise. Never mix within a single layout.
Do not use icons smaller than 24×24px. At 48px+ pair with a label below the icon.
Service Icons
One icon for each of the 10 TCMS services. Lime Green (#A1D14C) strokes.
Core Value Icons
One icon for each of the 5 TCMS core values. Persian Green (#47978A) strokes.
Business Concept Icons
Growth, partnership, results, expertise, and communication. Lime Green (#A1D14C) strokes.
Tree Care Industry Icons
Arborist, ISA certification, safety, storm response, and commercial properties. Persian Green (#47978A) strokes.
Icons in Context
How to apply icons in real marketing materials — service cards, social posts, and presentations.
Custom-built, high-converting websites designed specifically for tree care companies. Fast, mobile-first, and built to rank.
Icon Usage Guidelines
Email Architecture
Every TCMS email is built on a consistent structure. These four zones appear in every template and must maintain their proportional hierarchy.
TCMS logo (lime green + white version) on Gunmetal background. Max height 80px. No other elements in this zone.
Primary message, headline, and optional CTA button. Can include a background image with a dark overlay. Headline in Be Vietnam Pro Bold.
Main copy, subheadings, images, and supporting CTAs. White background. Inter for body text at 16px/1.7 line height. Max 600px wide.
Unsubscribe link, company address, social icons, and legal copy. Must include CAN-SPAM compliant unsubscribe mechanism.
Monthly Newsletter Template
The TCMS monthly newsletter keeps clients informed, builds authority, and nurtures the relationship between sends. Use this structure for every issue.
© 2026 TCMS · Unsubscribe
6–10 words. Lead with a specific benefit or curiosity gap. Never use 'Newsletter' in the subject line. A/B test two variants per send.
40–90 characters. Complement the subject line — don't repeat it. Use this to add context or a secondary hook.
One primary topic per newsletter. Be Vietnam Pro Bold, white on Persian Green or Gunmetal. Aim for 8–12 words maximum.
2–4 content blocks. Each block has a subheading, 2–3 short paragraphs, and an optional CTA link. Keep total word count under 600.
Include a brief client win or case study in every issue. Use real numbers where possible. Always get client approval before publishing.
One dominant call-to-action per email. Lime green button on Gunmetal background. Button copy should be action-oriented: 'Download the Guide', not 'Click Here'.
Promotional Announcement Template
Used for product launches, limited-time offers, event invitations, and major announcements. This template is more direct and conversion-focused than the newsletter.
Website Accelerator
A new done-for-you website package built specifically for tree care companies ready to dominate their local market.
Promotional emails must have a single focus. Never combine two offers or announcements in one send. If you have two things to say, send two emails.
Only use urgency language ('Limited spots', 'Offer ends Friday') if the deadline is genuine. False urgency erodes trust — a core TCMS brand value.
Promotional announcements use the Gunmetal (#1E2835) full-dark template to create visual contrast with the newsletter and signal that this is a special send.
Lead with what the client gains, not what the product does. 'Dominate your local search results' not 'Includes local SEO optimisation'.
Promotional CTAs use the lime green (#A1D14C) button with Gunmetal text. This is the highest-contrast, most attention-grabbing combination in the TCMS palette.
Limit promotional emails to 2–4 per month maximum. Clients who receive more than one promotional email per week will unsubscribe at significantly higher rates.
Subject Line Guidelines
The subject line is the most important element of any email. It determines whether the email gets opened. These formulas and rules are proven to work for the tree care audience.
Specificity builds credibility. Vague claims get ignored.
Questions create an open loop the reader wants to close.
Results-focused subject lines speak directly to the ICP's goals.
Challenges assumptions and positions TCMS as the expert.
Connects to the tree care business cycle — highly relevant to the ICP.
Email Typography & Color
Email clients render fonts inconsistently. These rules ensure the TCMS brand is maintained across Gmail, Outlook, Apple Mail, and all major clients.
Always embed as web font via Google Fonts link in email <head>. Fallback to Arial Bold if not supported.
Line height 1.7. Maximum line length 560px. Never use font sizes below 14px in email body copy.
Minimum button size 44px tall for mobile tap targets. Use HTML background-color, not images, for buttons.
These case studies use illustrative placeholder data. Replace with real client results, company names, and testimonials before publishing externally.
Growth Arrow
Use to convey upward growth and momentum. Works on dark backgrounds.
Hexagon Network Graphics
Five variations of the hexagon network motif. Use as background overlays, section accents, or decorative elements. The teal/gunmetal versions work on light backgrounds; the dark versions work on light backgrounds.
TCMS Presentation Master Template
6 slide layouts — Title, Content, Two-Column, Section Divider, Testimonial, and Closing. Fully branded with TCMS colors, fonts, and graphics. Open in PowerPoint or Google Slides.
Slides That Command the Room
TCMS presentations should feel like a premium brand experience, not a generic deck. Every slide reinforces our authority in the tree care marketing space — structured, confident, and visually consistent.
Use the approved templates as your starting point. Never start from a blank slide or a default theme — the brand equity built into every template is intentional.
Each slide carries a single core message. Never crowd a slide with multiple competing points.
Every chart or stat should have a headline that states the insight, not just the category.
Resist the urge to fill every pixel. Generous margins signal confidence and clarity.
Title → Subhead → Body. Never skip levels or use more than three text sizes per slide.
Slide Format & Dimensions
Use .pptx format. Export as PDF for sharing.
Use TCMS Canva Brand Kit. Share via Canva link or export as PDF.
Acceptable for internal use only. External presentations should use PowerPoint or Canva.
Title Slide
The title slide sets the tone for the entire presentation. It must include the TCMS logo, a clear title, and the date or client name. No photos on the title slide — the brand elements carry the visual weight.
Content / Body Slide
Content slides use a light background to maximize readability for data-heavy or text-rich slides. The teal left accent bar and lime green bullet dots maintain brand identity without competing with the content.
Section Divider Slide
Use section divider slides to signal a new chapter in a longer presentation. The Persian Green background creates a strong visual break between sections while staying on-brand.
Social Media Templates
Consistent social media presence builds brand recognition and trust. These templates and guidelines ensure every post — regardless of who creates it — looks and sounds unmistakably TCMS.
Platform Strategy
Each platform serves a different purpose in the TCMS marketing ecosystem. Understand the role of each before creating content.
Facebook is where our tree care clients spend time and where we run paid ads. It is the highest-priority platform for TCMS. Content should be educational, results-focused, and community-building. Ideal for case studies, before/after results, client testimonials, and industry tips.
LinkedIn is for industry positioning, thought leadership, and reaching tree care business owners and industry partners. Share insights on marketing strategy, business growth, and industry trends. Monica's personal profile is the primary voice here.
Instagram is a visual brand-building platform. Use it to showcase the TCMS team, events, behind-the-scenes content, and the results of great tree care marketing. Less sales-focused than Facebook; more personality and culture.
Facebook Post Template
The approved TCMS Facebook post template. Use this layout for all branded social posts to maintain visual consistency across the feed.
Always include the TCMS logo — use the lime green + white version on dark backgrounds
Use Gunmetal (#1E2835) or Persian Green (#47978A) as the primary background
Headline text in Be Vietnam Pro Bold, white or lime green
Keep text minimal — Facebook penalises posts with more than 20% text coverage in paid ads
Include a clear call-to-action in the post copy, not on the image
Instagram Guidelines
Instagram is a visual-first platform. Every post should be immediately recognizable as TCMS through consistent color, typography, and imagery choices.
Educational content, client results, team moments, brand announcements
Best for reach — takes up more screen space in the feed. Ideal for quotes and testimonials.
Behind-the-scenes, quick tips, event coverage, and time-sensitive content
Gunmetal, Persian Green, or white. Never use off-brand colors or busy photographic backgrounds without a color overlay.
Faces drive engagement. Monica, the team, clients, and arborist crews should appear regularly — not just graphics and text.
Alternate between dark (Gunmetal) and light (white/mint) post backgrounds to create a balanced, visually appealing profile grid.
Use 5–10 targeted hashtags per post. Include industry tags (#arborist #treecare #ISAcertified) and location tags for client-facing content.
LinkedIn Guidelines
LinkedIn is the primary platform for B2B positioning and thought leadership. Monica's personal profile is the main voice — the TCMS company page supports and amplifies.
Standard feed image. Use for announcements, results, and event coverage.
Performs well in feed. Use for quotes, stats, and brand moments.
For LinkedIn articles and long-form thought leadership content.
Monica's and the TCMS company page banner. Should reflect current brand.
Personal posts from Monica consistently outperform company page posts on LinkedIn. Prioritise her profile for thought leadership, industry commentary, and client success stories.
LinkedIn content should be more formal than Facebook or Instagram, but never stiff or corporate. Write as a knowledgeable industry partner, not a vendor. Share opinions, not just information.
70% educational and value-driven (marketing tips, industry insights, business growth). 20% TCMS results and client wins. 10% company culture and team moments.
Posts with images receive significantly higher engagement than text-only posts on LinkedIn. Always pair copy with a branded graphic, photo, or document carousel.
Copy Tone by Platform
The TCMS voice stays consistent, but the register shifts slightly by platform. Use these examples as a guide.
🌳 Did you know that most tree care companies lose 30–40% of their leads because their website isn't built to convert? We fixed that for [Client Name]. Here's what changed — and the results they saw in 90 days. ↓ Read the full case study in the comments.
Conversational, direct, results-focused
Emoji used sparingly for visual breaks
Lead with a hook or surprising stat
Strong CTA directing to comments or link
Marketing for Arborists, by Arborists.® We were at TCIA Expo last week and the energy in the room was incredible. Tree care is growing — and the companies investing in their marketing are the ones pulling ahead. If you're ready to stop guessing and start growing, let's talk. Link in bio.
More personality and culture-forward
Shorter copy, punchier sentences
Behind-the-scenes and community feel
Link in bio CTA — never in the post
Most tree care companies are leaving significant revenue on the table — not because their work isn't exceptional, but because their marketing doesn't reflect it. After working with 50+ arborist businesses, I've identified the three marketing gaps that consistently hold $4–10M companies back. Here's what we see, and how to fix it:
More formal, insight-driven tone
No emoji or very minimal
Lead with a bold, credible observation
Set up a list or article for depth