Brand guidelines
Everything on this page is meant for public use: social posts, decks, print, and partners. It reflects the main website, the outdoor and faith story of Hooked By Grace, and the customer-facing side of our apps. Internal admin tools and non-public systems are out of scope here.
TL;DR. Dark slate base, copper accents, teal for “field / digital” highlights, Bebas Neue for display and Barlow for body. Voice: purpose-driven, outdoors-grounded, faith-honoring — never pretentious.
Company & story
Legal name: Hooked By Grace LLC
Tagline (site): Built on faith. Designed for the field. — Pairs a faith anchor with work that holds up outside the office: boats, trail, and real-world products.
Location story: Based in the Missouri Ozarks (Ash Grove / Southwest Missouri). Outdoor imagery (lakes, dawn on the water, Ozarks light) is on-brand; it is not required on every asset but reinforces authenticity.
What we are not on this page
URLs, credentials, or workflows for /admin or other restricted areas. For collaboration that needs internal details, use a direct channel with the team.
Color system (web & marketing)
These values match the main marketing site CSS. Use them for landing pages, PDFs, and social graphics so everything feels like one family.
Usage: Copper for primary actions and “warm” brand moments; teal for data, “live” states, and outdoor/water energy. Keep large areas dark (ink / deep) for readability and to match the main site.
Typography
Load from Google Fonts (same stack as iamhookedbygrace.com):
- Bebas Neue — Headlines, logo-adjacent display, app names in marketing.
- Barlow — Body copy, long descriptions, UI sentences.
- Barlow Condensed — Nav labels, eyebrow / section labels, uppercase micro-UI (letter-spacing for clarity).
Section label sample
Built for the field
Logo & wordmark
The wordmark is Hooked in neutral light, By Grace in copper. The hook icon and circular mark appear in the site header; for high-res or print, use source artwork from the team or portfolio hero assets when appropriate.
Prefer the mark on dark backgrounds. Do not squish, recolor the hook to clashing hues, or place on busy photos without a scrim or dark panel.
Voice & tone
- Clear over clever — Say what the product does; save poetry for real moments (verse taglines, not every bullet).
- Outdoors, not gimmicky — Fishing, lakes, and Ozarks are real context, not a costume. Avoid fake “y’all” if it is not you.
- Faith-forward, humble — Scripture and “Built for His Glory” style lines belong when they match the product; do not use them to sell hype.
Product brands (public)
Short positioning lines you can copy for decks or social. App Store / Play details live on the stores when published.
- DepthCharge
- Fishing intelligence for Ozarks waters — data-driven timing and conditions. Outdoors / tactical, not casino energy.
- Grace-Full Memes
- Faith-filled scripture images and memes for sharing — creative, kind, and church-friendly.
- SwapWell
- Smarter food and supplement swaps with AI help — health and clarity without shame.
- Musicians Ear
- Ear training and practice tools for musicians — practice-focused, calm UI. Share only public marketing links; do not publish internal tools or staging URLs.
Imagery & motion
Photography: natural light, water, early morning, real gear — matches portfolio and hero treatments. The site uses a subtle noise texture overlay; large flat gradients and copper line accents are part of the look.
UI behaviors (marketing site): Smooth scroll; section “eyebrow” lines in copper; buttons primary copper, secondary outline. Reveal-on-scroll (where implemented) is gentle — not flashy.
Social & sharing defaults
Use these when you need a default link image, site title, or contact line — they match the main site and schema.
- Canonical site:
https://www.iamhookedbygrace.com(www is the standard origin; apex may redirect for consistency.) - Default Open Graph / Twitter image:
https://www.iamhookedbygrace.com/hbg-social-preview.jpg - Email (general): hello@iamhookedbygrace.com
- LinkedIn (founder): Buck West
- Shop (when relevant): Etsy — Hooked By Grace
Hashtags (optional): none are mandatory; for campaigns you might combine #HookedByGrace, #Missouri, #Ozarks with product-specific tags as appropriate. Avoid over-tagging.
Share-ready kit
Take the brand with you
Download a portable PDF of this guide for decks, vendors, and teammates. For custom assets, press, or ministry partnerships, reach out directly — we’d love to hear from you.
Contact for brand questions
For press, partnerships, or asset requests: hello@iamhookedbygrace.com or the contact form on the home page.
“Whatever you do, work at it with all your heart, as working for the Lord.” — Colossians 3:23