Tradie Web Guys is a digital growth agency built exclusively for trade businesses in Australia, New Zealand, Canada, and the USA. We don't just build websites or run ads; we architect complete digital systems that turn local demand into booked work. By insisting on strategy before execution, we help trade business owners move from reactive, referral-dependent operations to predictable, scalable growth. We are the strategists trade business owners wish they'd found three years earlier.

Section 02

Founder Story.

Matt Jones didn't start in a marketing agency; he started on the tools. As a former plumber, he experienced firsthand the disconnect between what trade businesses actually need to grow and what generic marketing agencies try to sell them.

Founded in 2012, Tradie Web Guys was built on a single, powerful insight: most tradies don't have a marketing problem - they have a business structure problem that marketing exposes. Matt realised that selling leads to a business without systems is like pouring water into a leaky bucket.

Today, Matt is not just an agency director; he is an industry architect. Through Tradie Web Guys and his 500+ episode podcast, The Site Shed, he is redefining how trade businesses approach growth, systems, and digital strategy.

"Most tradies are asking for leads when they actually need systems. If a client won't invest in understanding their own business, they're not ready to grow it." - Matt Jones, Founder

Section 03

Brand Archetype.

Primary archetype. The Architect (Sage)

The Architect seeks truth, structure, and understanding. They don't just solve the immediate problem; they look for the underlying system failure. They rely on earned authority, pattern recognition, and deep expertise rather than hype or charisma.

What this means for us. We diagnose before we prescribe. We never sell execution without strategy. We are comfortable being the ones who say "no" to a client who just wants a quick fix. Our authority comes from having seen the patterns across hundreds of trade businesses, allowing us to guide clients with precision rather than guesswork.

Secondary archetype. The Guide (Caregiver)

The Guide exists to protect and support others on their journey. They provide the map, the tools, and the reassurance needed to navigate difficult terrain, ensuring the hero (the client) reaches their destination safely.

What this means for us. We build capability, not dependency. We don't want clients to be confused by marketing jargon or kept in the dark about their own data. We educate, we explain, and we build systems that empower the trade business owner to step back from the tools and run a real business.

Section 04

Vision, Mission & Values.

Our vision. To elevate the standard of how trade businesses operate and grow globally.

Our mission. To build the digital systems that allow trade business owners to stop working in their business and start working on it.

Core values

Value	What it means
Outcome Focused	The application of strategies and actions that actually move the needle. We don't measure success in clicks; we measure it in booked jobs and business growth.
Leadership	Think and solve problems, rather than asking for solutions. Be proactive. We lead our clients because they hired us to be the experts.
Integrity	Do what you say you're going to do. In an industry full of over-promising agencies, our word is our most valuable asset.
Always Improving	We can always improve the way we think, operate and deliver. Optimise everything. Good enough is never enough.
Communication	It will solve 99% of any problem. Use the tools we have to stay in regular, transparent communication with our team and our clients.

Section 05

Brand Narrative.

"Most agencies build websites. We build the system that makes the phone ring, fills the calendar, and lets a tradie run a real business - not just a job."

The problem we solve

Tradies are great on the tools. Marketing is a different trade entirely.

Most trade business owners have tried an agency before. They got a website, maybe some ads, and a monthly report full of numbers that didn't translate into booked jobs. They were treated like a line item, not a business.

The result? Quiet weeks followed by overload. Good leads mixed with tyre-kickers. No system, no predictability, no growth. Referral-only businesses are rented, not owned - you don't control what you can't replicate.

Our answer

A complete digital growth system - strategy first, execution second.

Tradie Web Guys starts every engagement with an Impact Roadmap - a working strategy session that maps goals, gaps, and a prioritised action plan. We refuse to treat marketing as a product; it's a system.

Then we build and run that system: website, SEO, ads, CRM, reputation, and AI tools working together. The result is predictable, scalable lead flow - and a trade business owner who can finally step back from the tools.

Section 06

What We Offer.

We do not sell isolated marketing tactics. We sell a structured pathway to growth. Every engagement begins with strategy to ensure we are solving the right problem.

Phase / Service	Description
The Impact Roadmap	The mandatory first step. A paid strategy session to map goals, identify gaps, and build a prioritised 6–12 month action plan.
High-Performance Websites	Custom-built, conversion-optimised websites designed specifically for trade businesses to turn traffic into enquiries.
Search Engine Optimisation	Local and national SEO strategies to ensure trade businesses dominate search results when customers are looking for their services.
Google & Facebook Ads	Targeted paid acquisition campaigns designed to generate immediate, high-quality leads.
Lead Management (CRM)	Implementation of CRM systems tailored for tradies to track leads, automate follow-ups, and stop opportunities from falling through the cracks.
Reputation Management	Automated systems to consistently generate 5-star Google reviews from happy customers.
AI for Tradies	Integrating artificial intelligence tools to streamline operations, quoting, and customer communication.

Section 07

Ideal Client Profile.

Company stage	Geography	Current state
Ready to Scale. Beyond the startup phase, looking to build a real business.	AU / NZ / NA. Australia, New Zealand, Canada, and the USA.	Referral Reliant. Hitting a ceiling because they can't control lead flow.

Who they are. The Ambitious Trade Owner

Typically aged 25–55, they are the founder or director of a trade business (plumbing, electrical, building, landscaping, etc.). They are excellent at their trade but recognise they lack the systems to grow the business predictably. They are tired of being on the tools and want to step into a true leadership role.

The situation. Hitting the Growth Ceiling

They reach out when the pain of staying the same exceeds the pain of change. They might have been burned by a generic marketing agency in the past. They are currently relying on word-of-mouth, which creates feast-or-famine cycles. They don't just want "more leads" - they want better clients and a system they can trust.

Section 08

Tone of Voice.

Attribute	What it means	In practice
Direct	We don't use fluff or marketing jargon. We speak plainly, like one business owner to another.	We don't say: "Synergistic omnichannel lead generation." We say: "A system that makes the phone ring."
Structural	We focus on the underlying architecture of the business, not just surface-level tactics.	We don't say: "We'll get you more clicks." We say: "We build predictable lead flow."
Guiding	We lead the client. We don't ask them what they want; we tell them what they need based on our expertise.	We don't say: "What kind of website do you want?" We say: "Here is the roadmap to hit your goals."
Earned Authority	We speak from lived experience. We've been on the tools and we've built the systems.	We don't say: "Trust us, we're experts." We say: "After 500 podcast episodes and hundreds of clients, we know what works."

Section 09

Content We Produce.

Our content is the infrastructure of our authority. We don't produce content just to be noisy; we produce it to educate the market and demonstrate our expertise.

The Site Shed Podcast (Weekly). Our primary long-form authority engine. Over 500 episodes interviewing global experts on HR, finance, operations, and marketing for trade businesses.
Blog Post (Weekly). One high-quality, SEO-optimised article per week addressing specific trade business challenges and digital growth strategies.
Social Media (5× Weekly). Distributed across Facebook, LinkedIn, and Instagram. A mix of podcast clips, contrarian insights, and client success stories.
Email Newsletter. Regular cadence to our subscriber list, sharing actionable advice and keeping Tradie Web Guys top-of-mind.

Section 10

Topics We Own.

Pillar	Topic	Description	Angle
01	Strategy Before Execution	Why buying marketing tactics without a business strategy is a waste of money.	The danger of the "give them what they want" agency.
02	Predictable Lead Systems	Moving from referral-dependency to owned, scalable lead generation.	Referrals are rented; systems are owned.
03	The Business of Trades	Insights on hiring, operations, and scaling a trade business.	You don't have a marketing problem, you have a structure problem.
04	Digital Real Estate	Why your website and CRM are your most valuable assets.	Stop treating your website like a digital brochure.
05	AI for the Trades	How artificial intelligence is reshaping quoting, follow-up, and client communication for trade businesses.	The tradie who uses AI will outcompete the one who doesn't.

Part Two

Brand Now.

An honest audit of where Tradie Web Guys stands today - strengths, gaps, competitive position, and digital visibility.

Section 11

Brand Audit Overview.

Dimension	Status	Observation
Messaging Clarity	Strong	The "strategy first" and "outcome driven" positioning is clear and differentiated.
Authority Content	Strong	The Site Shed podcast provides a massive, unmatched moat of industry authority.
Visual Consistency	Developing	The website is clean, but the brand identity could be elevated to match the premium "architect" positioning.
SEO & Visibility	Strong	Dominating key search terms ("web design for tradies") with high-value traffic.

Section 12

SWOT Analysis.

Strengths - Founder's authentic trade background - Mandatory paid strategy phase filters bad clients - Massive content moat via The Site Shed - Top-tier organic search rankings

Weaknesses - Visual identity feels slightly dated compared to the sophistication of the strategy - Reliance on founder brand (Matt Jones) for authority - Complex service offering can be overwhelming to new prospects

Opportunities - Expansion further into North American markets - Productising the "Impact Roadmap" as a standalone offering - Leveraging AI tools as a distinct competitive advantage for tradies

Threats - Proliferation of cheap, generic "tradie marketing" agencies - Economic downturns causing trades to cut marketing spend - Competitors copying the "strategy first" messaging without the substance

Section 13

Competitor Landscape.

Agency	Market	Positioning	Strategy-led	Full system	Trade-only
Tradie Web Guys	AU / NZ / US	Digital growth system, Impact Roadmap first	Yes	Yes	Yes
Tradie Marketing Pros	AU / NZ / US	Revenue-driven systems for 7-figure operators	Yes	Partial	Yes
Tradie Digital	AU	Lead volume guarantee, $3K lead increase promise	No	Partial	Yes
The Tradie Marketing Agency	AU	Simple, no lock-in plans for solo to 15-person teams	No	No	Yes
Marketing 4 Tradies	AU	Transparent SEO results, exclusive territory model	No	Partial	Yes

Whitespace insight. Tradie Web Guys is the only competitor that combines strategy-led onboarding (Impact Roadmap), a full integrated system (website + SEO + ads + CRM + AI), and a genuine trade background in the founder. No other agency in this landscape offers all three.

Section 14

Competitive Positioning Map.

This matrix maps the landscape based on two critical axes: whether an agency leads with strategy vs. execution, and whether they build long-term capability vs. short-term dependency.

Axes: vertical runs Execution-led (bottom) to Strategy-led (top). Horizontal runs Builds Dependency (left) to Builds Capability (right).

Agency	Position on the map
Tradie Web Guys	Top right. Strategy-led, builds capability.
Tradie Marketing Pros	Upper half, near the centre line.
Tradie Digital	Lower left.
Marketing 4 Tradies	Lower left, closer to centre.
The Tradie Marketing Agency	Far lower left. Execution-led, builds dependency.

Map interpretation. Tradie Web Guys occupies the top-right quadrant alone - the only competitor that is simultaneously strategy-led and capability-building. This is the highest-value position in the market: clients who engage here are investing in a system, not renting a service. The bottom-left cluster represents the commodity trap that TWG's messaging explicitly rejects.

Section 15

Landing Page Audit.

Audit of: go.tradiewebguys.com.au/book

Element	Rating	Recommendation
Headline Clarity	Strong	Clear value proposition focusing on strategy and outcomes.
Call to Action	Strong	"Book a Strategy Session" is direct and sets the right expectation.
Social Proof	Developing	Add specific client outcome numbers (e.g., "Helped 300+ tradies scale") near the booking form.
Trust Signals	Strong	Founder video builds immediate trust and demonstrates authority.

Section 16

SEO Snapshot.

Current organic search performance for tradiewebguys.com.au in the Australian market.

Top 100 keywords	Top 3 positions	Est. traffic value
137 total ranking keywords (AU)	32 high-visibility keywords	$1.6k monthly organic value (AUD)

Top ranking keywords

Position	Keyword	Monthly volume
#1	web design for tradies	480
#1	tradie website design	480
#1	digital marketing for tradies	170
#2	google ads for tradies	90

SEO insight. Tradie Web Guys completely dominates the core "web design for tradies" search intent in Australia, holding the #1 position for multiple high-volume variations. This provides a massive, free acquisition channel that competitors have to pay for via Google Ads.

Part Three

Marketing Strategy.

How we go to market - understanding our buyers, mapping their pain points, and executing campaigns that drive predictable growth.

Section 17

Target Audience.

Primary buyer persona. The Ambitious Operator


Role & context	Founder or Director of a trade business (plumbing, electrical, building). They have a team of 3–15 staff. They are excellent technicians but accidental business owners.
Frustrations	Feast or famine lead cycles. Wasting money on marketing that doesn't work. Dealing with tyre-kicker leads. Feeling like they are working harder but not getting further ahead.
Goals	To step off the tools. To build a business that runs without them. To have predictable, high-margin work rather than taking whatever comes through the door.
How they evaluate	They look for industry understanding. They don't care about impressions or clicks; they care about whether the agency understands the reality of running a trade business.

Secondary buyer persona. The Growth-Ready Operator


Role & context	Owner of a trade business with 15–50 staff. They have already tried marketing - and been burned. They are now looking for a strategic partner, not another vendor.
Frustrations	They have paid for websites, SEO, and ads that produced no measurable return. They are sceptical of agencies and need to see a clear methodology before committing.
Goals	To build a brand that attracts premium clients. To reduce owner-dependency in sales. To have a marketing system that compounds over time rather than requiring constant spend.
How they evaluate	They want evidence of systems thinking. They will read the proposal carefully, check references, and ask hard questions. The Impact Roadmap is the perfect entry point for this persona.

Section 18

Client Pain Points & Triggers.

Trigger event	Underlying pain	In their words
The "Quiet Week" Panic	Reliance on unpredictable word-of-mouth referrals.	"The phone just stopped ringing this week. I need leads fast."
The Bad Agency Burn	Wasted budget on generic marketing that didn't deliver ROI.	"I'm paying an SEO guy $1,500 a month and I have no idea what he actually does."
The Growth Ceiling	Inability to scale because the owner is still the primary salesperson.	"I can't get off the tools because I'm the only one bringing in the work."
The Tyre-Kicker Fatigue	Getting leads, but they are low-quality, price-shopping prospects.	"I'm quoting all day but losing jobs to guys charging half the price."

Section 19

How Clients Find Us.

Channel	Status	Role	Description
Organic Search	Active	The High-Intent Channel	Clients actively searching for "web design for tradies" find TWG at the top of Google. This captures buyers who are already aware of their problem and actively seeking a solution.
The Site Shed Podcast	Active	The Authority Channel	Long-term listeners who have been educated by Matt's frameworks over months or years. When they are finally ready to scale, TWG is the only logical choice.
Referrals & Partnerships	Active	The Trust Channel	Recommendations from existing successful clients and industry partners (coaches, software vendors) who trust TWG's strategy-first approach.
Social Media	Passive	The Nurture Channel	LinkedIn and Facebook serve primarily to stay top-of-mind and distribute podcast insights, nurturing prospects until a trigger event occurs.

Section 20

Content Strategy.

Our content principle is "One channel done deeply." The Site Shed podcast is the anchor. Everything else is distribution.

The engine. Podcast-Led Distribution. Every weekly podcast episode is repurposed into a blog post (for SEO), email newsletter (for nurture), and 5 social media posts (for reach). We don't create isolated social content; all roads lead back to the core insights discussed on the show.

What we don't do. Scope Boundaries. We do not chase viral trends. We do not post generic motivational quotes. We do not produce content for platforms where trade business owners don't spend time learning (e.g., TikTok dances).

Section 21

Measurement Framework.

Leading indicators (activity)	Lagging indicators (results)	Monthly review
Podcast downloads & listens	Impact Roadmap sessions booked	Are we attracting the right profile?
Organic website traffic	Proposals accepted	Is our SEO maintaining dominance?
Email open & click rates	Client retention rate	Are our systems delivering ROI?
LinkedIn engagement	Revenue growth	Are we seen as the industry authority?

Section 22

Marketing Copy Bank.

Blog post headlines - Why Your New Website Isn't Getting You More Jobs - The Danger of Relying Only on Word-of-Mouth - How to Stop Competing on Price and Start Competing on Value - Why We Refuse to Build Websites Without a Strategy First

Email subject lines - Stop buying marketing tactics. - Are you running a business, or just a job? - The real reason your phone stopped ringing. - Why we say no to 50% of enquiries.

Section 23

Campaign Playbook.

A standard TWG campaign focuses on one topic, for one audience, with one goal (booking an Impact Roadmap session).

Timeline	Execution phase
Week 1	Anchor Content. Record and publish a deep-dive podcast episode on the core topic.
Weeks 1–2	Distribution. Publish the SEO blog post. Send the email newsletter. Distribute 10 social posts extracting key insights.
Weeks 2–3	Engagement. Actively engage with comments on LinkedIn. Direct message high-fit prospects who engage with the content.
Weeks 3–4	Conversion. Shift social and email calls-to-action directly to booking an Impact Roadmap session to solve the specific problem discussed.

Part Four

Visual Identity.

The design system that brings the Tradie Web Guys brand to life - logo usage, colour palette, typography, and photography guidelines.

Section 24

Visual Identity Overview.

The Tradie Web Guys visual identity is bold, structured, and highly legible. It reflects our positioning as industry architects - professional enough to command authority, but grounded enough to resonate with trade business owners.

Logo usage. The primary logo features the TWG Green (#70C067) "TRADIE" block with TWG Blue (#000025) lettering. It should always have clear space equal to the height of the "T". Never stretch, recolour, or place the logo on busy photographic backgrounds where legibility is compromised. Sub-brand lockups (TRADIE ___) follow the same rules. See Part Five.

Master logo, reversed on TWG Blue #000025 (TWebGuys_Logo_horizontal_RGB.png).

Section 25 · Revised October 2026

Colour Palette.

Name	Hex	Role
TWG Green (Primary)	`#70C067`	Logo block, large fills, graphic accents. Dark text only.
Deep Green (Alternate)	`#1F9C51`	Deeper green for contrast. Icons, rules, large text, bold buttons.
TWG Blue	`#000025`	Logo lettering, the screw, dark backgrounds, body text.
Warm Cream	`#F5F4F2`	Light page backgrounds.
Text Green	`#198042`	Small green text on white or cream: labels, links, page numbers.

The accessibility trade-off

#70C067 is the true logo green, but it's light. White text on it fails, and it can't be used as text on white. Put TWG Blue text on it. #1F9C51 is deeper, but at 3.54:1 on white it only passes for large text. Small green text uses Text Green #198042.

Text / foreground	Background	Ratio	WCAG AA verdict
#000025 TWG Blue	#70C067 TWG Green	9.18:1	Any size
White	#70C067 TWG Green	2.23:1	Never
#70C067 TWG Green	White / Cream	2.23 / 2.03:1	Never as text
#1F9C51 Deep Green	White / Cream	3.54 / 3.22:1	Large text only (24px+, or 18.7px+ bold)
White	#1F9C51 Deep Green	3.54:1	Large text only (e.g. bold button labels)
#1F9C51 Deep Green	#000025 TWG Blue	5.78:1	Any size
#198042 Text Green	White / Cream	4.99 / 4.54:1	Any size
#000025 TWG Blue	White / Cream	20.45 / 18.61:1	Any size, body text

Section 26

Typography.

We use two typefaces exclusively. Outfit provides a bold, geometric structure for headings, while Inter ensures maximum legibility for body copy and data.

Level	Family	Weight	Use
Primary headings	Outfit	900 (Black)	Page titles, hero text
Section headings	Outfit	800 (ExtraBold)	Subheadings, callouts
Body text	Inter	400 (Regular) & 600 (SemiBold)	All paragraphs, lists, and tables

Inter is a highly legible, neutral sans-serif designed specifically for screen and print readability. It carries the weight of our strategy without distracting the reader.

Section 27

Brand Voice & Tone.

Contrarian positions

01. "Marketing won't fix a broken business." We openly tell prospects that if their operations, pricing, or sales processes are broken, generating more leads will only accelerate their failure.

02. "We don't do free proposals." We charge for the Impact Roadmap because diagnosing a business takes real work. Free proposals lead to generic, copy-paste solutions.

Tone application

We don't say	We say
"We are a full-service digital agency passionate about helping tradies achieve their dreams through synergistic omnichannel marketing."	"We build the digital systems that turn local demand into booked work, so you can finally step off the tools."
"Contact us today for a free consultation and let's see how we can boost your leads!"	"Book an Impact Roadmap session. We'll map your gaps and build a 12-month plan to fix them."

Section 28

Photography Guidelines.

Our photography must reflect reality. We avoid staged stock photos of models in pristine hardhats. We show real people, real work environments, and authentic authority.

Shot	Brief
The Authority Shot	Matt in the podcast studio. This establishes immediate credibility and reinforces the "industry architect" positioning.
The Strategist Shot	Working context. Natural lighting, relaxed but professional. Shows the transition from "on the tools" to "on the business."
The Authentic Portrait	Direct eye contact, wearing branded apparel. Approachable but serious. No forced smiles or corporate backdrops.

Photography principles. Always use natural light where possible. Show the reality of the trade industry - a bit of dirt or a messy desk is better than a sterile stock photo. When featuring clients, show them in their actual work environment.

Part Five

Sub-brands.

How TWG products carry the brand. The TRADIE ___ lockup system, the screw device, and the Tradie Academy assets.

Section 29

Sub-brand Lockup System.

Every TWG product carries the same front half. TRADIE in the green block, then the product name. One system, by design. A tradie sees TRADIE ACADEMY on a login screen or TRADIE HUB on an invoice and knows it's us.

Tradie Academy primary lockup (go.tradie.academy). Master: Tradie-Academy-Logo.svg.

Anatomy (Tradie Academy master)

Measurement	Value
Green block height	= product name cap height (100%)
TRADIE cap height	72% of product name cap height (86.4 / 120 units)
Green padding above / below TRADIE	14% / 14% (even)
Block left edge	Vertical, 90°
Block right edge	Flush with the leading edge of the A, 20.8° off vertical

The rules

TRADIE is the original TWG logo lettering. The same letterforms as the master logo. Never retype it in Outfit or any other font.
The product name is Outfit Black (900), all caps. Set it as text in the design file, then outline it for the master.
TRADIE sits at 70-75% of the product name's cap height. Tradie Academy master: 72%.
The block is exactly the product name's cap height. TRADIE is centred vertically with even green above and below (14% / 14% on the Tradie Academy master).
Left edge is vertical (90°). Right edge is slanted and runs flush with the leading edge of the product name's first letter. No gap. See Section 30.
Colours. Block #70C067. TRADIE and screw #000025. Product name #000025 on light, white on TWG Blue.
Clear space. The height of the TRADIE "T" on all sides, same as the master logo.
Minimum size (proposed). 60 mm wide in print, 250 px wide on screen. Below that the screw threads fill in.

Section 30

The Slant Rule & Colourways.

The slope isn't a fixed angle. It's set by the letter it meets. Find the leading (left) edge of the product name's first letter and run the block's right edge along it, so the two read as one cut. Different letter, different slope.

First letter	Block edge	Status
W (as in WEB GUYS)	Leans back: the top of the edge sits left of the bottom.	Approved
A (as in ACADEMY)	Leans forward: the opposite way. 20.8° off vertical.	Approved
H (as in HUB)	Vertical stem, so the rule gives 90°: a plain rectangle.	Confirm
O, C, G, S, Q	Round letters have no straight edge. Rule undefined.	Decision needed

The PDF shows these slopes using Outfit Black letters, for illustration only. Always build the slant from the actual first letter of the actual lockup, then check at 800% zoom: no green sliver, no gap.

Colourways

Version	Use on	Colours
Primary	White, Warm Cream or light, plain backgrounds	Product name in TWG Blue.
Reversed	TWG Blue #000025 backgrounds	Block stays green, TRADIE stays blue, product name goes white.

Primary on light.

Reversed on TWG Blue.

One-colour versions (all-blue on white, all-white on blue) aren't in the asset set yet. If that's what "blue logo on white / white logo on blue" means, they need to be drawn. TRADIE would knock out of a solid block. See Section 33.

Don't

Put the lockup on TWG Green, Deep Green, or a photo. The block disappears or fights the background.
Use a fixed "house" slant angle across products, or leave a gap between the block and the first letter.
Set TRADIE in white inside the green block (2.23:1, fails).

Section 31

Screw-as-a-Letter.

The TWG screw is the mark that forms the U in GUYS. It can stand in for one letter stroke in a lockup. In Tradie Academy, it's the I in TRADIE. It's the one piece of the brand that says "trade" without saying a word, so we use it carefully.

Where it's allowed

Inside the TWG master logo and TRADIE ___ lockups only. Not in headlines, body copy, URLs or the product-name half.
It replaces a single vertical stroke: the I, or the U as in GUYS. Never a round or diagonal letter.
One screw per lockup.

Size & placement

Full cap height of the lettering it sits in, on the same baseline and cap line. Head up, point down.
Spaced like the letter it replaces. Never rotated, mirrored, stretched or re-threaded.
Minimum screw height (proposed): 4 mm in print, 16 px on screen.

Colour

Matches the lettering around it. #000025 on TWG Green or light backgrounds, white on TWG Blue.
Never green, never a gradient, never outlined.

Standalone mark

Tradie-Screw.svg uses currentColor, so it takes any approved fill. As an icon (favicon, app icon, avatar), the same colour rules apply: TWG Blue on green or light, white on TWG Blue.

Correct use and common mistakes

	Example
	Correct. Full cap height, TWG Blue, in place of the I.
	Recoloured green inside the block.
	Stretched or distorted.
	More than one screw in a lockup.

Section 32

Tradie Academy Assets.

Tradie Academy is our client LMS and community at go.tradie.academy. Finalised files live in Google Drive: Tradie Academy / 10/26 - Tradie Academy Logos. Always pull from there. Never screenshot a logo out of a deck.

File	Format · size	What it is	Use it for
`Tradie-Academy-Logo.svg`	SVG master · 5.6 KB	Primary. Green block, blue TRADIE + ACADEMY. No background.	Print, signage, web, anything that scales.
`Tradie-Academy-Logo-8000-transparent.png`	PNG, 8000 px wide · 518 KB	Primary, transparent background.	Docs, slides, socials on light backgrounds.
`Tradie-Academy-Logo-Reversed.svg`	SVG master · 5.6 KB	Reversed. White ACADEMY. No background.	Dark (#000025) web headers, video, print.
`Tradie-Academy-Logo-Reversed-8000-transparent.png`	PNG, 8000 px wide · 517 KB	Reversed, transparent background.	Placing over #000025 in tools without SVG support.
`Tradie-Academy-Logo-Reversed-8000-navy-bg.png`	PNG, 8000 px wide · 670 KB	Reversed on a solid #000025 panel.	Email signatures, social avatars, quick drop-ins.
`Tradie-Screw.svg`	SVG master · 2.5 KB	Screw mark. currentColor fill.	Icons, favicon source, the screw device.

Missing from the set: a screw PNG, one-colour lockups (all-blue / all-white), and a favicon / app icon set for go.tradie.academy. See Section 33.

Typography

Role	Typeface	Use
Display	Outfit Black (900)	Product names in lockups, page titles, hero text.
Section heads	Outfit ExtraBold (800)	Unchanged from Section 26.
Body	Inter Regular (400) & SemiBold (600)	Lessons, emails, community posts and UI text.

TRADIE inside the lockup is artwork, not type. Don't try to set it from a font menu.

Section 33

Conflicts & Open Decisions.

What changed in this edition, what still clashes, and what needs a call before the guide is final.

#	Item	Status	Detail
1	Logo green	Fixed	v3 listed Lime Accent #8DC63F as the logo block. The artwork is #70C067 (logo PNGs measure #70C165, export rounding). #70C067 is now the primary. #8DC63F is retired.
2	Dark colour	Fixed	v3 used Navy Charcoal #1A1F2E (and #1E2435 on covers and dividers). Recoloured to TWG Blue #000025 throughout this edition.
3	Small green text	Fixed	#1F9C51 is 3.54:1 on white and 3.22:1 on cream, below the 4.5:1 AA minimum for small text. Added Text Green #198042 (4.99:1 / 4.54:1). Small green labels and page numbers on light pages now use it. #1F9C51 stays for large text, icons and rules.
4	TRADIE lettering in the Tradie Academy masters	Action	The TRADIE in the finalised SVG is a raster trace, not the original lettering. The A has a rounded top and small counter, the D bowl is uneven, the R differs. This breaks the rule in Section 29. Rebuild from the original vector before print or signage. OK on screen as a stopgap.
5	No vector master of the TWG logo	Action	The logo folder holds PNG/JPG only (2014-era files). We need the original AI/EPS/SVG to rebuild TRADIE properly and for future sub-brands.
6	Overlapping outlines in ACADEMY	Action	The product name was exported from Outfit's variable font with overlapping contours. Fine on screen and in PDF. Union the paths before vinyl cutting, embroidery or laser work.
7	Brand Guide v4 conflicts	Decision	v4 (April 2026) uses Poppins for headings, #1A1F2E as dark navy, and lime #8DC63F as the primary accent. All three conflict with this edition. Decide which guide is current. Bring v4 into line or retire it.
8	TRADIE scale: master vs sub-brands	Decision	In the master logo TRADIE is about 49% of the WEB GUYS height. Sub-brands use 70-75%. Confirm this difference is intentional so nobody "fixes" one to match the other.
9	Slant rule edge cases	Decision	A first letter with a vertical stem (H, B, D, E, K, M, N...) gives a 90° edge, so the block is a plain rectangle (TRADIE HUB). Round first letters (C, G, O, Q, S) have no straight edge to follow.
10	One-colour versions	Decision	The brief mentions "blue logo on white / white logo on blue". The supplied reversed file keeps the green block. If one-colour lockups are wanted, they need drawing.
11	Missing assets	Action	Screw PNG, one-colour lockups, favicon / app icon set for go.tradie.academy.
12	Cover and back-cover logos	Action	The logos on v3's cover and back cover are typeset mock-ups with a #1F9C51 block, not the real artwork. Swap in the master logo files.
13	Contents page numbers	Action	v3's contents page runs 4-6 pages ahead of the real page numbers (existing issue). Part Five is listed with correct numbers.