Brand Guidelines 2026

WOLFPACK
ADVISING

The definitive guide to our visual identity, voice, and brand expression.

Internal + Vendor Reference Version 2.0
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01

Brand Story

WolfPack Advising was founded in 2019 by Aaron Shishilla and Austin Hintze, who grew up in the home inspection industry and built the agency out of frustration with underperforming marketing firms.

Today, WolfPack serves 400+ companies across the U.S. with a "Pack Mentality" — SEO, ads, content, CRM, and reporting work together as one system, not in silos.

Our Mission

Empower businesses with measurable, driven, and calculated results.

Brand Personality

Bold Confident Results-Driven Trustworthy Modern Tech-Forward

We are the "Alpha" of digital marketing — leading the pack, not following.

03

Color Palette

Primary Colors

WolfPack Navy

#0A1628 ⎘ RGB 10, 22, 40

Primary brand color. Backgrounds, headers, primary UI elements. The deepest, most authoritative blue-black.

WolfPack Blue

#1372E3 ⎘ RGB 19, 114, 227

Action color. Buttons, links, highlights, CTA elements. Bright and energetic against dark backgrounds.

Pack White

#F7F8FA ⎘ RGB 247, 248, 250

Primary light background. Slightly warm white, not stark.

Secondary Colors

Steel Blue

#2E4A6E ⎘ RGB 46, 74, 110

Secondary text on dark backgrounds, borders, subtle UI elements.

Electric Cyan

#00B4D8 ⎘ RGB 0, 180, 216

Accent for data visualizations, charts, highlights, hover states. Not for primary UI.

Alpha Gold

#C8963E ⎘ RGB 200, 150, 62

Premium accent for awards, achievements, special callouts. Use sparingly.

Neutrals

Charcoal

#1A1F2E ⎘

Dark mode card backgrounds

Slate

#4A5568 ⎘

Body text on light backgrounds

Silver

#CBD5E0 ⎘

Borders, dividers, disabled states

Cloud

#EDF2F7 ⎘

Section backgrounds, alternating rows

Gradients

Hero Gradient

linear-gradient(135deg, #0A1628 0%, #0F2847 50%, #1372E3 100%)

Hero sections and key brand moments

CTA Gradient

linear-gradient(90deg, #1372E3 0%, #00B4D8 100%)

Premium buttons and highlight bars

Usage Rules: Do / Don't

✓ Do
  • Maintain 4.5:1 contrast ratio minimum for text (WCAG AA)
  • Use WolfPack Navy for primary dark surfaces
  • Use Alpha Gold sparingly as a premium accent only
  • Use Electric Cyan exclusively for data visualizations and charts
✗ Don't
  • Never use WolfPack Blue as text color on white (fails AA compliance)
  • Never use Alpha Gold for large areas or text blocks
  • Never use Electric Cyan as a primary UI color
  • Never introduce unapproved colors to the palette
04

Typography

Headlines

Monument Extended

Pangram Pangram Foundry • Commercial License

MARKET LIKE AN ALPHA

Black 900 Bold 700 Regular 400

Always uppercase for H1 hero headlines. Letter-spacing: -0.02em for display sizes. Communicates architectural authority and pack dominance.

Subheadings + UI

Space Grotesk

Google Fonts • Free

The future is calculated.

Bold 700 Medium 500 Regular 400

Mixed case (sentence or title case). A tech-meets-retro personality that signals forward-thinking.

Body + Utility

Inter

Google Fonts • Free

We drive revenue. Period. 400+ businesses. $20M+ in leads generated.

SemiBold 600 Medium 500 Regular 400

Size: 16-18px on web, never below 14px. Line height: 1.55-1.65 for body text.

Type Scale (Desktop)

Hero H1 64–80px • Monument Extended Black • Uppercase
STAY ALPHA
H1 48–56px • Monument Extended Bold
Pack Mentality
H2 36–42px • Space Grotesk Bold
Your Last Marketing Agency
H3 28–32px • Space Grotesk Medium
Measurable Results
H4 20–24px • Space Grotesk Medium
SEO & Content Strategy
Body Large 18px • Inter Regular
We serve 400+ companies across the U.S.
Body 16px • Inter Regular
Digital marketing that drives real revenue growth.
Small 14px • Inter Medium
Caption and supporting text
Label 12px • Inter SemiBold • Uppercase • +0.05em
Form Label

Fallback Stack

Headings: Arial Black, Impact, sans-serif

Body: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Helvetica Neue, Arial, sans-serif

Use for email and environments without custom font support.

05

Voice & Tone

Bold

We make confident statements. No hedging.

Do

"We drive revenue. Period."

Don't

"We aim to help improve your marketing results."

Direct

We speak plainly. No corporate jargon or filler.

Do

"Your website is costing you leads. Let's fix it."

Don't

"We leverage synergistic digital strategies to optimize conversion pathways."

Pack-Oriented

We use community language. Clients are pack members.

Do

"Welcome to the Pack." / "Stay Alpha."

Don't

"Dear valued customer" / "Sincerely, the team"

Trustworthy

We back claims with data. Specifics over generalities.

Do

"400+ businesses. $20M+ in leads generated."

Don't

"We help lots of businesses grow."

Signature Phrases

"Stay Alpha" Standard sign-off for emails, social, newsletters
"Market Like An Alpha" Tagline for campaigns
"The Howler" Newsletter name
"Pack Mentality" Describes the integrated approach
"Your Last Marketing Agency" Positioning promise

Tone by Channel

Channel Tone
Website Confident, authoritative, proof-heavy
Social Media Punchy, educational, personality-forward
Email / Newsletter Advisory, community, warm
Proposals Premium, data-driven, specific
Support Helpful, clear, patient
06

Photography & Imagery

✓ Do
  • Always use real WolfPack team photography where possible
  • Client-facing imagery: Real screenshots, real results, real dashboards
  • Photo treatment: Slight blue/cool tone overlay for consistency
  • Social graphics: Bold text with WolfPack Navy backgrounds
✗ Don't
  • No generic stock photos (handshakes, laptops, diverse-team-pointing-at-screen)
  • No white card backgrounds for social graphics
  • No untreated photos without the blue/cool tone overlay
  • No imagery that conflicts with the bold, premium aesthetic
07

Social Media Rules

08

Email Guidelines

09

Brand Consistency Checklist

Use this checklist before publishing any branded material — internal or external.

Need the PDF version?

For offline reference or distribution, contact the brand team to request the latest PDF brand guidelines package.

Contact: brand@wolfpackadvising.com