BRAND STANDARDS
v1.0 | July 2024
WELCOME
We are Crosswood. We are redefining construction through innovative mass timber solutions. Our brand transcends the mere supply of materials—it’s about inspiring and engaging our audience. Our words and visuals not only tell our story, but also establish our leadership in the industry, resonating with customers, partners, and the greater building community alike.
These are our Brand Standards. Following these guidelines ensures that the brand elements are used in a way that upholds our aesthetic standards and keeps our brand looking and sounding professional and consistent.
STRONGER
STRONGER
FASTER
FASTER
BETTER
BETTER
YOUR PARTNER IN BUILDING
OUR STORY
Crosswood was founded by an Army combat veteran who identified a significant gap in the regional availability of mass timber during their efforts to source materials for local projects. Recognizing the potential for locally sourced hardwoods, we saw an opportunity to establish a production operation that could meet the rising demand for sustainable building materials in our area.
Leveraging the latest academic research on wood performance and utilization, Crosswood aims to bridge the gap between research and commercial application. This innovative approach allows the company to fabricate exceptional hardwood mass timber products, integrating cutting-edge scientific insights with practical building solutions to push the boundaries of what mass timber can achieve in modern construction.
OUR MISSION
Our mission statement serves as our compass. It is a critical internal tool, intended to align and inspire our team. This statement embodies the essence of what drives us at Crosswood, ensuring that every step we take is in harmony with our foundational goals.
TO PROPEL THE EVOLUTION OF CONSTRUCTION METHODS, MANUFACTURING INNOVATIVE MASS TIMBER SOLUTIONS UTILIZING LOCALLY SOURCED RAW MATERIALS.
VALUE PROPOSITION
Our value proposition is the cornerstone of our public messaging, clearly articulating the unique benefits Crosswood offers. This statement not only highlights the advantages of our products but also reinforces our commitment to innovation, sustainability, and excellence.
MANUFACTURING HIGH PERFORMANCE HARDWOOD MASS TIMBER, CROSSWOOD IS YOUR PARTNER TO BUILD STRONGER, FASTER, BETTER.
CORE VALUES
Our core values are the fundamental beliefs that guide our actions and decisions at Crosswood. They are shared publicly to communicate the principles that underpin our business practices and interactions.
INNOVATION
We are creating the first ever hardwood cross-laminated timber, utilizing cutting edge manufacturing techniques.
INTEGRITY
We are built on a foundation of honesty and trust, (with a commitment to quality and precision), we do what’s right, always.
COMMUNITY
We are committed to localized sourcing and manufacturing, while acting as a true community partner, doing good in the community we live and work in.
SUSTAINABILITY
Minimizing the carbon footprint of our manufacturing process and sourcing local, naturally renewing hardwoods, Crosswood is providing climate positive solutions for the built environment.
BRAND POSITIONING
Our brand position defines how Crosswood distinguishes itself in the competitive landscape of construction materials. It's crafted to convey the unique advantages and benefits that set our products and services apart.
BENEFIT POSITIONING
Our communications focus on the unique benefits customers can only gain from our products and services, including:
• Smaller crews - faster more nimble construction: Mass timber buildings require 50% less labor to build while accelerating building completion.
• More sustainable than other building materials: Crosswood offers a climate positive product, providing peace of mind for your customers.
BRAND VOICE
Our Brand Voice is the distinct personality we convey in all of our communications, crafted to resonate authority and innovation. This consistent voice strengthens our identity and fosters a genuine connection with our community.
AUTHORITATIVE
We are confident and definitive in our mission to be a leader in our field.
INNOVATIVE
We are pushing the envelope and working with our customers to meet their specific design and performance needs.
PASSIONATE
We find meaning and purpose in our work, tackling each day with focus.
DRIVEN
We have a mindset to achieve paired with consistent focused action to move forward.
AUTHENTIC & GENUINE
We are staying true to who we are and making a positive difference through our work.
TAGLINE
Our tagline is the rallying cry that captures our essence. It's the memorable phrase that we use consistently across our brand communications to motivate and connect with our audience.
YOUR PARTNER IN BUILDING STRONGER, FASTER, BETTER.
These guidelines were created for Crosswood by the team at Heartwood Brands.
If you have questions about using these guidelines, please contact: