Option 2: Patch brand board

patch.

Brand board, direction 02. A felted tradesperson, running-stitch thread and one committed cobalt. These are working decisions for review, not a final identity. Back to the landing prototype.

Name

Working name only. Trademark and domain availability are unchecked.

Patch

Your patch is your local area. A patch is sewn on with care. And we patch things up when a listing or website has gone stale.

Fettle

"In fine fettle": in good working order. Northern and practical; to fettle is to fix something up properly.

Mend

Short and calm. It says what we do to a patchy online presence, and pairs naturally with the stitch language.

Neighbourly

Local, helpful and human. Longer, but warm, and it would carry the character well in campaigns.

Wordmark

Gabarito Black, lowercase, with the full stop in the second colour. The mark is a felt patch with a stitched edge and a single "p" in cobalt.

patch.

Colour

Sampled from Patch himself. White leads; cobalt is committed (it owns the price band, buttons and thread); mustard is the warm second voice. Everything else stays small.

White#FFFFFF
Ground. The loops blend into it.

Charcoal#24211F
Text. From his felt trousers. 15.6:1 on white.

Charcoal 2#57524C
Secondary text. 7.4:1 on white.

Cobalt#2440C4
Committed accent: buttons, thread, the price field. 7.3:1 on white.

Cobalt deep#172B8F
Hover and pressed.

Felt board#EEF1FD
The story stage and quiet panels.

Mustard#D6A024
From the beanie. Second button, mark. Text on it is charcoal.

Mustard wash#FBF1D6
"Planned" chips.

Tomato#D8452F
Tiny accents only: the map pin, errors.

Message pink#F6D3D8
Enquiry slips.

Type

Gabarito (chunky, friendly geometric) for display; Rethink Sans for reading. Both are Google Fonts; production would self-host the two weights in use.

Display · Gabarito 900 · tracking −0.045emWe look after your patch.

Section · Gabarito 800 · −0.03emFour things, stitched together

Card title · Gabarito 800 · 22–30pxYour Google Business Profile goes live

Body · Rethink Sans 400 · 18/1.55

A professional website, a well-kept Google Business Profile and an easier way to ask for reviews. We set it up with you and look after it every month.

Small print · Rethink Sans 400 · 13.5–15px

Google sets the verification timing. We'll help with each step.

Components

Everything that joins things up is a stitch, including focus rings. Buttons are felt patches with a stitched inner edge.

Buttons

Small

See how it works

Field (for the registration form)

What's your business called?A working name is fine.

Best number to reach youThat number looks a digit short. Check it and try again.

Labels

Illustrative examplePlannedOptional add-onLiveVerification in progress

Sewn-on card

White, soft offset shadow, and a dashed inner stitch at 30% cobalt.

Character sheet

Patch stands in for the tradesperson, "someone like you". He's a character: never a customer, a testimonial or a member of staff. One base model; every pose generated from it with the same description.

BaseReference / neutral

HelloHero, connected

Map pinProfile, being found

WebsiteSite live

StarsReviews

On the phoneEnquiries

Job doneWork completed

Tea breakDiary full, closing loop

ClipboardPlanned features only

Do

Keep the outfit exact: mustard beanie, cobalt jacket with stitched pocket, charcoal trousers, tool belt.
Put him on white or felt board; let him be the brightest thing in the scene.
Use one pose per moment; motion is a blink, wave or sip, never constant.
Keep props in restrained felt so cobalt and mustard own the colour.

Don't

Present him as a real customer, reviewer or staff member, or give him quotes about results.
Put him over form controls or essential copy.
Redraw him in vector or 3D; the felt texture is the point.
Pair him with Google or any third-party logos.

Felt objects & texture

Supporting props, cut out with real alpha. Felt grain is a greyscale overlay blended onto any colour.

Motion

Sew, don't slide.

One thread

A single running stitch is sewn down the page as you scroll, from Patch's waving hand to the final button. The full route always shows faintly, so nothing depends on motion.

Stitch in

Cards arrive with a short lift and settle; stars and checks land one at a time; badges are sewn onto the strip. Exponential ease-out, 0.4–0.7s.

Two loops only

Hero wave and closing tea break, each 5s, with the first frame equal to the last. They pause off-screen, have a pause button, and are posters under reduced motion.

Reduced motion

The story becomes a stacked sequence of caption and still card, the same as phones and no-JS. The thread is drawn in full.

Voice

Warm, plain and practical. "We" are the team; Patch never speaks for us.

We look after your patch.Primary line.

Get back to the work. We'll keep you easy to find.Alternative hero.

Good at your trade? Let's make sure people can tell.Campaign or outreach line.

CTA: Register your interest. Reassurance: No payment or commitment.
Honest limits: "Google sets the verification timing. We'll help with each step."
On "not sure": "'Not sure' is a perfectly good answer."
Avoid: rank, boost, skyrocket, guaranteed, AI-powered, leads.