Brand Identity Audit — What Exists
Logo (source: nextwaveservices.com/brand)
The official brand page defines four distinct logo assets:
| Asset | Usage |
|---|---|
| NWS Logo (color) | Primary logo — full wordmark with wave, color on white |
| NWS Logo (white) | Light backgrounds / dark nav bars — api.mktg.nws.co/img/NWS-Logo-White-Large.png |
| Wave mark (color) | Standalone icon — favicon, app icon, social avatars |
| Wave mark (white) | Standalone icon (light variant) |
The brand page is the source of truth. The CDN version at api.mktg.nws.co is the deployed white logo. The color logo on the site uses Wix’s static CDN.
Verdict: ✅ Complete brand guide exists at nextwaveservices.com/brand. All four logo variants defined.
Color Palette (source: nextwaveservices.com/brand)
The official brand page defines 5 colors:
| Hex | RGB | Role |
|---|---|---|
#185CAB | R24, G92, B171 | Primary — nav bars, links, main brand color |
#0E95D3 | R14, G149, B211 | Secondary — lighter blue accent |
#508BBC | R80, G139, B188 | Tertiary blue — mid-tone |
#4593CF | R69, G147, B207 | Light blue variant |
#ED6400 | R235, G102, B35 | Orange accent — CTA buttons, highlights, pricing |
On landing pages, these are deployed as:
--primary: #185CAB— nav bars, scorecard backgrounds, links--accent: #ED6400— CTA buttons, “Book Now”--ink: #0F172A— body text (not on brand page, dark neutral)--muted: #64748B— secondary text (not on brand page, gray neutral)--soft: #F8FAFC— section backgrounds (not on brand page)--border: #E2E8F0— card borders (not on brand page)
The landing pages use exactly the primary and accent from the brand page. The secondary/tertiary blues (#0E95D3, #508BBC, #4593CF) appear on the main website but not heavily on landing pages.
Verdict: ✅ Official brand colors defined and deployed. Landing pages use the two most important ones (primary + accent).
Typography (source: nextwaveservices.com/brand)
The official brand page defines four type roles:
| Font | Weight | Role |
|---|---|---|
| Montserrat Bold | 700 | Headings, Emphasis, CTAs |
| Montserrat Regular | 400 | Subheadings |
| PT Serif Regular | 400 | Body text |
| PT Serif Italic | 400 italic | Quotes, Signatures |
Deployment gap: The landing pages use system fonts (-apple-system, BlinkMacSystemFont, "Segoe UI", "Helvetica Neue", Arial, sans-serif) instead of Montserrat/PT Serif. This is a deliberate performance tradeoff — system fonts load instantly with zero additional bytes. The PDF reports DO use Montserrat + PT Serif correctly.
Verdict: ⚠️ Brand fonts defined but not deployed on landing pages. Deliberate tradeoff for page speed. Acceptable for now — the PDF reports follow the spec.
Brand Voice (Landing Pages)
The landing pages have a distinct voice. Here are real samples:
“We ran your site through the same checklist we run on every site we build. Here is what we found, and how to fix it.”
“No pitch. We walk you through your audit, you keep it either way.”
“We do not build websites the old way. Modern AI workflows plus a refined development process let us ship premium, high-performance sites in a fraction of the time a traditional agency takes.”
“You approve the mockup, we build, you get a fast mobile-first site. Typical investment $2k to $3k.”
“Then we don’t move forward, and the mockup is yours to keep. No deposit, no commitment, no hard feelings.”
Voice characteristics:
- Direct. No jargon. No “synergistic solutions.”
- Transparent about price and process
- Confident without being arrogant
- Uses “we” — team voice, not individual
- Contract-style clarity (“you keep it either way”, “no hard feelings”)
Verdict: ✅ Strong voice on landing pages. Protect this.
Brand Voice (Main Website — nextwaveservices.com)
Samples from the main site:
“Charlotte’s best website design company only works with 5 new website development clients per month.”
“We build fast, modern, SEO-ready websites that help Charlotte businesses generate more leads and sales.”
“Our purpose goes far beyond great website designs. We wake up every day to change lives through our creative service, support, and website design experts.”
“How will a wave themed company change the lives of millions around the world? On the surface it may seem impossible, but we are committed to achieving our vision…”
Voice gap detected:
The main website is more generic-agency than the landing pages. “World-class creative services,” “change lives through our creative service,” “committed to achieving our vision” — this is the voice the landing pages deliberately avoid.
The landing pages say: “We do not build websites the old way.”
The main site says: “We wake up every day to change lives through our creative service.”
One of these converts. The other sounds like every agency ever.
Verdict: ❌ Main site voice needs alignment with landing page voice.