TRUSSTY / BRAND BOOK EDITION 01 · INTERNAL
SPEC SHEET DOC-TRSY-001 · REV A

— Built like a truss —

Trussty

Texts your clients back
so you don't have to.
AI OFFICE FOR CONTRACTORS · ANDROID · IOS
NAVY 0F1B2D BONE F5F1E8 · SAFETY FF6B1A · SLATE 3C4858
For The Truck Cab
01 · Essence
What we are
The one-liner

An AI office
that rides in
the truck.

Clients text the contractor. Trussty drafts the reply with full project context — punch list, change orders, draws, COIs, subs. The contractor reads it, taps approve, sends. Nothing leaves the phone without their say-so.

Vital stats
CATEGORYAI office assistant
FORContractors · subs · GCs
CREW SIZE1 – 10
SURFACESMS · iOS · Android
USE CASEOne-handed, gloves on
PERSONALITYTough · simple · just works
02 · Pillars
Three loads we carry

Engineered, on your side, made for the truck.

Every product, marketing, and design decision routes through these three. If a thing doesn't serve at least one, cut it.

PILLAR 01

Built like
a truss.

Engineered for load. The first storm doesn't take it down. Bad signal, dropped messages, gnarly client threads — it holds.

PILLAR 02

On your
side.

The AI works for the contractor. It never blindsides them. Drafts are drafts until tapped. The contractor's name signs every text.

PILLAR 03

Made for
the truck cab.

One-handed use, gloves on, bad signal, hot sun. If a feature won't pass the cab test, ship it later or not at all.

04 · Logo rules
Do · don't

Don't dress up the tool.

If you have to ask, the answer is no. Strokes stay one weight, color stays inside the palette, the truss stays the truss.

✓ CLEAR SPACE
Clear space = stem width on all sides.
✓ APPROVED
Navy on bone. Default lockup.
✓ APPROVED
Safety on navy — accent only, never body.
✗ DON'T
Don't rotate. The roof is on the top.
✗ DON'T
Don't stretch. The truss is to scale.
✗ DON'T
Never gradient. We're not selling lifestyle.
ALSO DON'T · drop-shadow, outline, bevel, lens flare, "3D-ify," recolor the stem separately, swap font in the lockup, or call it "the Trussty T." It's a wordmark.
05 · Color
Four colors. That's it.

Navy is the structure.
Safety is the alarm.

Navy carries weight. Bone is the page. Slate is the body text. Safety orange is reserved — one element per surface, the most important thing. If it's on three things, it's on nothing.

Navy
Structural · backgrounds · text
HEX#0F1B2D RGB15 · 27 · 45 CMYK92 · 80 · 49 · 60 PMS2767 C
Bone
Page · paper · negative space
HEX#F5F1E8 RGB245 · 241 · 232 CMYK4 · 4 · 10 · 0 PMS9184 C
Safety
Accent · CTAs · alerts only
HEX#FF6B1A RGB255 · 107 · 26 CMYK0 · 73 · 92 · 0 PMS1655 C
Slate
Body text · meta · dividers
HEX#3C4858 RGB60 · 72 · 88 CMYK76 · 60 · 44 · 35 PMS432 C

Ratio · the 60 / 25 / 12 / 3 rule

On any given surface — landing page, app screen, yard sign — color should land in roughly this proportion.

60% Bone
25% Navy
12% Slate
3%
RULE · Safety never carries body text. Never use it for a background larger than a button. Never tint it — it's #FF6B1A or it's something else.
06 · Type
Display · UI · spec

Condensed display.
Honest UI sans.
Monospace for the spec.

Three families, no more. The display family does the shouting. Inter does the reading. The mono does the labelling — dimensions, doc numbers, technical truth.

Display · Big Shoulders Weights: 700 / 800 / 900
Use: wordmark, headlines, yard signs, hero
Case: ALL CAPS
Tracking: -0.005em
Substitutes (licensed): Söhne Schmal, GT America Condensed, Druk Wide
Built like a truss.
Engineered for load.
UI · Inter Weights: 400 / 500 / 600 / 700
Use: app, body copy, forms, email
Case: sentence
Sizes: 12 · 14 · 16 · 18 · 20
Substitutes (licensed): Söhne, Geist
Approve & send
A new message from Tony at the Henderson kitchen remodel. He's asking about the cabinet draw. Trussty drafted a reply that references the signed change order from last Thursday. Read it before you send it.
Approve & send
Mono · IBM Plex Mono Weights: 400 / 500 / 600
Use: labels, doc numbers, dimensions, eyebrows
Case: UPPERCASE
Tracking: 0.12 – 0.18em
— DOC-TRSY-001 / REV A / 2026.05.20
PROJECT · HENDERSON KITCHEN REMODEL
STATUS · DRAFT AWAITING APPROVAL

Hierarchy · headline → body

Yard signs, not
landing pages.

Display is huge or it's nothing. We don't use Big Shoulders at 18 or 24px — that's what Inter is for. If a headline isn't worth being big, it isn't a headline.

Size floor for the cab

APP BODY≥ 16PX
APP BUTTON≥ 18PX · 56PX TALL
APP TAP TARGET≥ 56×56PX
PRINT BODY≥ 10PT
YARD SIGNREADS AT 25FT
07 · Iconography
Engineering-line system

Single stroke.
Square ends.
No flourish.

Icons match the logo's drawing language. 2.5px stroke on a 48px grid, square caps, miter joins, no fills. They look like a blueprint detail, not an iOS sticker.

Inbound text
Approve
Project
Client
Change order
Schedule
Signal
Crew
On site
Invoice
Urgent
Settings
SPEC · 48px artboard · 2.5px stroke · stroke-linecap: square · stroke-linejoin: miter · no fills · no gradients · no two-color. Snap to half-pixel grid.
08 · Photo direction
What to shoot · what not to

Hands. Trucks. Dirt.
No stock smiles.

Real contractors, real sites. Mid-job, not posed. Daylight, not studio. We never composite a "diverse team" pointing at a laptop. We shoot the foreman at 7am with a thermos, the apprentice running a saw, the truck loaded for the day.

PH · 01 HERO
Hands on the phone
Gloves off, phone up, jobsite behind. Contractor approving a draft. Backlit, golden hour, dust in the air.
PH · 02 SITE
The truck
F-150 / Transit / Sprinter, loaded, tailgate down. Tools in frame. No company logo visible.
PH · 03 DETAIL
Punch list
Crumpled notebook, pencil, coffee ring. Texture and grit. Macro, shallow DOF.

Do shoot

  • — Hands. Calluses, dirt under nails, gloves.
  • — Trucks loaded. Open tailgates. Tool boxes.
  • — Phones outdoors, not on a clean desk.
  • — Hard hats with stickers, not new.
  • — Real subs, real sites, real weather.
  • — Wide shots that show scope of the work.

Don't shoot

  • — Models in fresh PPE. Costumes are obvious.
  • — Laptops. The contractor doesn't have one.
  • — Open-plan offices, whiteboards, post-its.
  • — Stock-photo handshakes or pointing.
  • — Drone-shot mansions. Real jobs, real money.
  • — Anything taken at a "team" photo session.
09 · Voice
How we talk · how we don't

Short sentences.
Active voice.
Trade words.

If a sentence sounds like a SaaS landing page, rewrite it. We talk like the foreman who's been doing this twenty years and has zero patience for fluff.

Say this

"Texts your clients back so you don't have to."
Plain, active, owns the value. Tagline.
"Draft's ready. Tap to send."
Three beats. The contractor knows what to do.
"Knows the punch list. Knows the draw schedule. Knows your subs."
Trade vocabulary. Concrete. Cadence of three.
"Built for one hand. Works on bad signal."
Pillar 3 in plain words.

Not this

"Empower your business with AI-driven communication."
"Empower," "AI-driven," "business." Generic SaaS.
"Streamline client engagement at scale."
"Streamline," "engagement," "at scale." Banned.
"Our unified platform leverages context."
"Platform," "leverage." Walk it back.
"Solutions for the modern contractor."
"Solutions." We sell a thing, not a solution.
Vocabulary · we use
  • punch list
  • change order
  • draw
  • sub
  • GC
  • COI
  • callback
  • walk-through
  • scope
  • bid
  • RFI
  • punch out
  • cash flow
  • day rate
  • materials
  • jobsite
  • truck
  • crew
Banned · we don't use
  • leverage
  • empower
  • streamline
  • solution
  • platform
  • seamless
  • frictionless
  • synergy
  • game-changing
  • revolutionize
  • unlock
  • stakeholder
  • journey
  • at scale
  • cutting-edge
  • innovate
RULE OF THUMB · If you can imagine the line on the side of a Milwaukee tool box, ship it. If you can imagine it in a startup pitch, kill it.
10 · Applications
In the wild

Yard sign to landing page,
same system.

The brand has to survive a tailgate, a hard hat, a home screen, and an investor deck without losing the plot. These are the working specimens.

APP · 01 BUSINESS CARD · 3.5 × 2 IN
Trussty
Ray Delgado
— FOUNDER
DOC-CRD / TRSY-001
Texts your clients
back so you don't
have to.
ray@trussty.co
(512) 555 · 0143
APP · 02 YARD SIGN · 24 × 18 IN
— Work by
License #TX-CON-44218
Delgado
Remodel
Texts back.
Shows up.
Finishes.
(512) 555 · 0143
DELGADOREMODEL.COM
APP · 03 HARD HAT
Trussty
— ON YOUR SIDE —
APP · 04 APP ICON
APP · 05 LANDING HERO · 16:9
Trussty
How it works
Pricing
Sign in
Try it free
— AI OFFICE FOR CONTRACTORS
Texts your clients back
so you don't have to.
Clients text you. Trussty drafts the reply with full project context — punch list, change orders, draws, COIs. You read it, tap approve, send. Nothing leaves without you.
Get the app · free 30-day trial See it work →
HENDERSON KITCHEN · TONY H.
Hey when can we expect the next draw invoice? Wife's asking.
Got it Tony — sending it today.
Also are we still on for cabinets Tuesday?
— DRAFT FROM TRUSSTY
Yep, cabinets arrive Tuesday 7:30am — install kicks off same day per the change order from 5/14. Draw invoice for the cabinet milestone going out today.
Approve & send
Edit
NEXT · Once these are signed off, extend the system to: invoice template, COI / W-9 cover sheet, truck door decal, SMS reply signature, App Store screenshots, investor one-pager. Same grid, same type, same orange-once rule.