Craig Roth spent years managing builds for other people. Going independent to build luxury custom mountain homes, he needed to look as established as the work. We built the whole identity — wordmark, cards, color, type — plus the site, domain, and email, then handed him the keys.
Identity
the mark, four ways
The wordmark is Manrope semibold at .10em tracking, split by a tall spruce bar — never a slash or dot. The bar's height is part of the mark. It holds on light, drops to solid black, or reverses to white; the letters never change.
Type
why these twoManrope is a geometric humanist sans — airy, even, quietly precise. At light weights it reads calm and architectural, the way a well-drawn modern mountain home does. It's approachable without being soft: serious work, no swagger.
Used only small — captions, locations, figures — set in caps and letter-spaced. Mono carries the language of specs and blueprints, the documents a builder lives in. Set tight against the open Manrope headlines, that contrast is the signature of the system: airy and exacting at once.
Business cards
print-ready · 3.5 × 2 in
