Brand Guide
Table of Contents
1. Brand Overview
Company Information
- Business Name
- Stelco Electric, LLC
- Established
- 1959
- Headquarters
- 4812 Starcrest Drive, Monroe, NC 28110
- Service Area
- North Carolina & South Carolina
- Industry
- Electrical Services
- Website
- stelco-electric.com
2. Brand Story & Heritage
Key Heritage Differentiators
- 65+ years in business (since 1959)
- Four-generation family ownership (continuity and stability)
- One of NC's first licensed electricians (pioneer credibility)
- Monroe, NC roots (local, invested, accessible)
- Community initiatives and giving back (values-driven, local investment)
3. Customer-Focused Messaging
The Approach: Making the Customer the Hero
Great marketing puts the customer at the center of the story—not the company. Stelco Electric is the Guide that helps customers (the Hero) solve their electrical needs by providing a clear plan and reliable execution.
Why this works: People don't buy products or services—they buy solutions to their problems. When we show that we understand their challenges and have a clear path to help, customers trust us. By positioning Stelco as the trusted Guide who gives the customer a plan that solves their need, we build confidence and drive action. This approach has been proven effective across thousands of businesses because it mirrors how people naturally make decisions.
Understanding Our Customers
The Customer (Hero)
Commercial: General contractors, project managers, and construction superintendents who need a reliable electrical partner to keep projects on schedule, on budget, and compliant.
Residential: Homeowners and local business owners who want their electrical work done safely and correctly by someone they can trust.
Their Problem
The obvious concern: "I need electrical work done and I need someone trustworthy."
The deeper worry: "I'm worried about delays, cost overruns, and safety issues. I need someone who has experience."
What they believe: "Electrical work shouldn't be a gamble—it should be done right by people with integrity."
Stelco as the Guide
We understand them: "We know your project's success depends on every trade partner doing their job right."
We have the credentials: "65+ years, four generations, thousands of completed projects—we've earned the trust of the Carolinas' top contractors."
The Plan We Provide
- Request a proposal — Tell us about your project
- We collaborate — Finalize scope, schedule, and materials together
- We deliver — On time, on budget, done right
Clear Calls to Action
Commercial projects: "Request a Proposal"
Residential service: "Request My Service"
General inquiries: "Contact Us" / "Get in Touch"
Customer Success
- Project completed on time and on budget
- No code violations, no safety concerns
- A trade partner relationship built on trust
- Peace of mind knowing it was done right
What's at Stake
When messaging, we can subtly remind customers what happens when they choose the wrong contractor:
- Delays that blow schedules and budgets
- Code violations that create liability
- Safety hazards that put people at risk
- The stress of working with unreliable contractors
4. Brand Personality & Voice
Brand Personality Traits
- Trustworthy — We say what we mean and deliver what we promise
- Experienced — Confident expertise built over 65+ years
- Approachable — Professional but never stuffy; we're neighbors
- Reliable — Steady, consistent, dependable in every interaction
- Community-Minded — Invested in the Carolinas, giving back through community initiatives
Brand Voice
Stelco's voice is warm, confident, and professional—like a knowledgeable friend who happens to be an expert electrician. We speak plainly, avoid jargon, and treat every customer with respect.
Voice Characteristics
- Clear: We explain things simply, without unnecessary technical language
- Confident: We speak from experience without being arrogant
- Warm: We're friendly and personable, not corporate or distant
- Solution-Focused: We emphasize how we help, not just what we do
- Respectful: We value everyone's time and treat questions as legitimate
Tone by Context
Commercial / RFP Communications
Tone: Professional, precise, partnership-oriented
Residential Communications
Tone: Friendly, reassuring, helpful
Social Media
Tone: Casual, community-focused, proud
Emergency / Safety Communications
Tone: Calm, authoritative, reassuring
Word Choice Guidelines
✓ Words to Use
- Trust / Trusted / Trustworthy Core brand attribute — reinforces reliability
- Reliable / Dependable What GCs care about most — we show up and deliver
- Safe / Safety / Code-compliant Non-negotiable in electrical work — demonstrates professionalism
- Partner / Partnership Positions us as collaborators, not just vendors
- Experience / Expertise / Generations Leverages our 65+ year history as proof of competence
- Local / Community / Neighbors Differentiates from national chains — we're invested here
- Done right / The right way Heritage phrase that connects to founder's philosophy
- On time / On budget Speaks directly to commercial clients' top concerns
- Family-owned Implies accountability and long-term thinking
✗ Words to Avoid
- Cheap / Discount / Budget Undermines quality positioning — we compete on value, not price
- Fast / Quick (as primary benefit) Speed without quality is dangerous in electrical work
- Basically / Simply / Just Minimizing words that undermine expertise
- Cutting-edge / Revolutionary Overpromises and sounds like marketing hype
- Industry-leading / Best-in-class Empty superlatives that everyone claims
- Synergy / Solutions-oriented Corporate jargon that sounds impersonal
- Guarantee lowest price Race to the bottom — attracts wrong customers
5. Audience Segments
Stelco serves two primary audiences. While brand voice remains consistent, messaging emphasis shifts to address each audience's specific needs.
Commercial Audience
Who They Are
- General contractors and construction firms
- Project managers and estimators
- Construction superintendents
What They Care About
- Completing projects on time and on budget
- Code compliance and passing inspections
- Professional communication and documentation
- Reliable trade partners who won't create problems
- Long-term relationships, not one-off transactions
Messaging Emphasis
- Track record and references (proven reliability)
- "On time, on budget" commitment
- Project portfolio and similar experience
- Collaborative approach and communication
Primary CTA
Request a ProposalResidential & Local Business
Who They Are
- Homeowners in NC and SC
- Local retail and office businesses
- Restaurants and hospitality
- Pool and outdoor living customers
What They Care About
- Safety for family, employees, or customers
- Fair pricing without surprises
- Clear explanations (not technical jargon)
- Licensed professionals they can trust
- Convenience and respectful service
Messaging Emphasis
- Licensed professionals and safety focus
- Family-owned, local company
- Clear communication and no surprises
- 65+ years of experience
Primary CTA
Request My Service6. Visual Identity
Logo Usage
The Stelco Electric logo is the primary visual identifier of the brand. Use only approved logo files—never recreate, stretch, or modify the logo.
Logo Versions
- Full Color: Primary logo for most applications
- White/Knockout: For use on dark or red backgrounds
- Black: For single-color print applications
Clear Space & Sizing
- Maintain clear space equal to the height of the "S" on all sides
- Digital: 100px minimum width
- Print: 1 inch minimum width
Logo Examples
Full color logo on clean, light background
White logo on dark background
Never stretch or distort the logo
Never rotate the logo
Never change logo colors
Never place on busy backgrounds
Color Palette
Primary Colors
RGB: 191, 11, 11
RGB: 45, 52, 54
RGB: 255, 255, 255
Secondary Colors
RGB: 74, 85, 104
RGB: 247, 247, 245
RGB: 214, 158, 46
Amber Color Usage
Important: Amber (#D69E2E) is used exclusively for:
- Hyperlinks within dark (Charcoal) sections — provides contrast where Stelco Red would be hard to read
- Text accents on dark backgrounds (e.g., highlighted words in headlines)
- Small decorative elements on dark backgrounds (bullets, borders)
Amber is NOT used for: Buttons, CTAs, or any elements on light backgrounds. Use Stelco Red for all primary actions.
Typography
Primary Typeface: Montserrat
Used for headlines, subheadings, buttons, and navigation.
- Weights: Bold (700) for headlines, Semi-Bold (600) for subheads, Medium (500) for buttons
Secondary Typeface: Open Sans
Used for body text, paragraphs, and form labels.
- Weights: Regular (400) for body, Semi-Bold (600) for emphasis
Type Scale
Iconography
The following icons are used throughout the Stelco Electric website. All icons use a consistent 24x24 viewBox and are colored using brand colors (Stelco Red for UI icons, Charcoal for social icons).
Download All Icons
UI & Navigation Icons
Feature & Service Icons
Social Media Icons
Photography Style
Photography Do's
- Use real photos of Stelco team members
- Show actual job sites and completed work
- Capture genuine, natural moments
- Ensure proper lighting and image quality
- Show safety gear when appropriate
Photography Don'ts
- Don't use overly dramatic or cinematic effects
- Don't use dated or low-resolution images
- Don't show unsafe practices
- Don't use heavily filtered images
7. Website Design Guidelines
Layout & Structure
- Content Width: 80% of viewport, max 1440px, centered
- Navigation: Sticky header, transparent initially, Charcoal on scroll
- Hero Sections: Full-width with bold white headlines
- Section Spacing: 60-80px between major sections
Button Styles
Primary Button Specs
- Background: Stelco Red (#BF0B0B)
- Text: White, Montserrat Semi-Bold, 14-16px
- Padding: 14px vertical, 28px horizontal
- Border Radius: 6px
- Hover: Lift up 2px with red glow effect
Section Background Pattern
The website uses alternating backgrounds for visual rhythm:
- Hero: Background image with dark overlay
- Content sections: Alternate between White and Warm Gray
- Emphasis sections: Charcoal with white text
- Footer: Charcoal (#2D3436)
Cards & Components
- Card Background: White or Warm Gray
- Border Radius: 12px for cards, 6px for buttons
- Shadow: Subtle (0 2px 10px rgba(0,0,0,0.08))
- Hover: Lift with translateY(-4px to -6px)
8. Brand Applications
Email Signatures
[Full Name]
[Title]
Stelco Electric, LLC
[Phone] | [Email]
Social Media
Profile Images
Use logo on white or red background
Content Guidelines
- Tone: Community-focused, proud, helpful
- Project highlights: Completed work with brief descriptions
- Team spotlights: Introduce team members and their expertise
- Community involvement: Local events and community partnerships
- Service solutions: Frame services as solutions to customer problems:
- "Worried about your home's outdated electrical panel? We can help ensure your family's safety."
- "Need a reliable charging solution for your EV? Our certified installers have you covered."
- "Pool season is coming—is your electrical system ready? Let's make sure."
9. Do's and Don'ts Summary
Brand Do's
- Use the logo on clean, high-contrast backgrounds
- Maintain consistent voice across all touchpoints
- Highlight 65+ years of experience and family ownership
- Use real photography of team and projects
- Keep messaging customer-focused (they're the Hero)
- Use Stelco Red for CTAs and brand accents
- Use Amber only for links/accents on dark backgrounds
- Include safety and code compliance in messaging
Brand Don'ts
- Stretch, crop, or recolor the logo
- Use jargon or overly technical language
- Make claims like "best" or "cheapest"
- Use colors outside the approved palette
- Use Amber for buttons or on light backgrounds
- Sound corporate, distant, or impersonal
- Make Stelco the hero instead of the customer
10. Implementation Notes (v3.2)
December 2025 — Technical specifications for website implementation.
Header Behavior
- Initial state: Transparent background
- On scroll (50px+): Transitions to Charcoal Light (#3D4446)
- Menu hover: White text with white underline animation
- "We're Hiring" banner: Center-aligned, links use Amber color
Button Hover Effect
- Transform: translateY(-2px)
- Box-shadow with layered red glow
Responsive Breakpoints
- Default: 80% width, max 1440px
- 1400px and below: 88%
- 1200px and below: 90%
- 1024px and below: 92%
- 900px and below: 94%
Accessibility
This website meets WCAG AA compliance standards:
- Minimum contrast ratio of 4.5:1 for normal text
- Minimum contrast ratio of 3:1 for large text
- All interactive elements have visible focus states
- Footer text uses rgba(255,255,255,0.7) for readability on dark backgrounds