Branding
Software
A field-service software brand that can fly
Kestrel is a field-service software for estimates, crews, scheduling, and payments, built natively on Salesforce for crew-based trades like fencing, roofing, and landscaping. Since Kestrel is an N2 company, we were familiar with the client! We designed the brand and built the website.
Made by N2
At a glance
Client
Kestrel
What they do
Salesforce-native estimating, field service, and payments software for contractors
What we did
Logo and brand identity, website design and build, print materials
Built on
Framer, Adobe Illustrator
What we launched with
A logo built around a kestrel in flight, with its wings folded into a forward arrow.
A website that walks through all 10 steps of a job, from lead to referral, on one platform.
A one-pager in the same look, so the site and the sales team tell the same story.
The brand board
Contractors trust tools that look sturdy and talk plainly. Kestrel’s brand borrows more from the jobsite than from a tech campus.
The mark: a bird that points forward
The kestrel’s wings fold into a chevron, so the mark reads as both a bird and an arrow moving ahead.
Why it matters: It says speed and direction without a word, and it still works as a tiny favicon.
Color and type: earthy, not techy
Rust orange, deep forest green, and cream, set in Archivo and IBM Plex Sans.
Why it matters: It feels like work boots and job folders, not another blue tech logo, so it stands out to the people it’s built for.
The story: the whole job in 10 steps
The site lays out the workflow, from lead, estimate, and contract to dispatch, invoice, payment, review, and referral, as one line you can follow.
Why it matters: Owners feel their own business on it and get the one-system idea fast.
The brief we were given
Too many logins already
Kestrel’s buyers run crews and already juggle a CRM, a scheduler, a quoting tool, and a card reader. The brand couldn’t look like one more complicated tool.
A lot to explain
Estimating, dispatch, a field app, e-signatures, and payments add up to a big product. The site had to make it feel like one system, not a feature list.
Two audiences
Running natively on Salesforce matters a lot to partners and very little to a fence contractor. The story had to work for both.
From story to sales tools
We ran Kestrel like any client project, with the story first, then the brand, then a site that sells the product the way our team explains it on a walkthrough.
01
Story
We boiled the product down to one idea, run the whole job on one system, and built the rest of the messaging under it.
02
Brand
A rust-orange kestrel mark, a deep green wordmark, and a warm cream background, with favicon and reverse versions.
03
Site
We designed and built kestrelops.co in Framer, with the 10-step workflow, the product modules, pricing, and an FAQ.
04
Sales tools
We carried the brand into a partner one-pager, so referrals and walkthroughs start with the same look and words.
Under the hood
How it works, for the technically curious
Questions about this project
Do you brand software and tech products?
What is Kestrel?
Why use Framer for a product website?
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