Brand & identity
Tradestone
Working draft · For review
Summary
Creating a natural-stone brokerage brand with a clear promise: Move Mountains.
Story
The context
A new venture sought to connect natural-stone suppliers with contractors and installers. It needed a distinct identity and a promise around access, reliable delivery, and service rather than the presentation of a generic local stone yard.
My role
I led naming development, positioning, identity, guidelines, slogan development, marketing guidance, and continuing brand stewardship. The founder selected the name from my shortlist; operating and sales decisions remained with business leadership.
The approach
Supplier visits, stakeholder conversations, competitor research, and customer needs informed more than 100 name explorations and seven final directions. I created the identity, the “Move Mountains” idea, a brand guide, and sales and operational materials. I maintained continuity as the model evolved between brokerage and physical inventory.
The outcome
Tradestone launched with a distinct name, identity, positioning, and working sales and marketing foundation. The work continues as the business evolves. Proposed project-board and CRM initiatives remain future work and are not presented as delivered products.