Blue Ridge Consulting Group

The brand, in plain English.

Source of truth for every BRCG surface — site, banner, brochure, deck. If you're building something new, start here.

01 · Colors

Eight tokens. No exceptions.

Royal blue is the only accent. Cream is the only headline color. Cards are solid.

Dark navy

#03081D

--brand-dark-new

Page background. Every dark surface.

Dark navy 2

#050B26

--brand-dark-2

Slightly lifted dark — used in card art bg.

Royal blue

#0542BF

--brand-blue

The ONLY blue accent. Primary CTA fill, eyebrows, link borders, hairlines, phase indicators — every blue surface is this exact value.

Card

#0A1130

--card

Solid card surface. Cards are never transparent.

Cream

#EEF1EF

--ink-1

Display headlines. Always solid — never gradient.

Cream 2

#B8C2C7

--ink-2

Body copy on dark.

Cream faint

rgba(238,241,239,0.45)

--ink-faint

Eyebrows, metadata, supporting lines.

02 · Typography

Public Sans + Roboto.

Public Sans 900 for display, 800 for cards. Roboto 400 for body. No third font, ever.

Display H1

Public Sans 900 · clamp(2.5rem, 5.8vw, 5.5rem) · tracking -0.025em · line 1.02 — Always solid cream. Period at the end.

Section H2

Public Sans 900 · clamp(2rem, 3.6vw, 3rem) · tracking -0.025em · line 1.05 — Cream. One- or two-word verbs preferred.

Card title

Public Sans 800 · clamp(1.25rem, 1.8vw, 1.625rem) · tracking -0.02em · line 1.1 — Cream. Card body uses Roboto.

Lede

Roboto 400 · clamp(1.0625rem, 1.4vw, 1.25rem) · tracking normal · line 1.55 — ink-2 cream. Max width 64ch.

Body

Roboto 400 · 15–16px · tracking normal · line 1.55–1.65 — ink-2 cream. Max 70ch in long-form.

Eyebrow

Roboto 600 · 11–13px · tracking 0.22em · line 1.4 — Uppercase. ink-faint, or brand-blue when live.

03 · Logos

Real files. Never re-typeset.

The BRCG wordmark, every certified partner mark, and every client logo we run programs for. Pull the file before you mock anything up — never type-set a wordmark in any font and call it the logo.

BRCG marks

Wordmark · dark bgWordmark · dark bg
Wordmark · light bgWordmark · light bg

Certified partners

BrazeBraze
KlaviyoKlaviyo
IterableIterable
HubSpotHubSpot
Customer.ioCustomer.io
SalesforceSalesforce
AttentiveAttentive
PostscriptPostscript
ShopifyShopify
GoogleGoogle
MetaMeta
StripoStripo
Triple WhaleTriple Whale
AmplitudeAmplitude
MarketoMarketo
AJOAJO

Clients we run programs for

DiscordDiscord
TwitchTwitch
RhobackRhoback
Owner.comOwner.com
ZeroZero
BinkyBroBinkyBro
Inner BalanceInner Balance
GloriousGlorious
AtmosfyAtmosfy

04 · Voice

Headlines end with a period.

One-word verb or category. Solid cream. Hard stop. No exclamation marks anywhere on the brand.

What we do.

Acquisition.

Conversion.

Retention.

Our partners.

Talk to us.

Built different.

05 · CTAs

Primary is “Book a call.”

Royal blue fill with a rotated-45° arrow. Secondary CTAs are outline pills with the same arrow.

Primary

Book a call

Royal blue fill, cream text, rotated-45° arrow.

Secondary

See the work · Explore · All services

Outline pill, cream text, same arrow.

Final-CTA copy

Let's talk about your growth.

+ 'Book a call and we'll create a free audit to tell you what's working, what's not, and what we'd change first.'

06 · Email signature

Sign every email in brand.

Fill the form. Hit copy. Paste into Gmail or Outlook. Same signature across the team, no Photoshop, no PNG attachments.

Preview

BRCG
Kodie Critzer
CEO / Co-Founder
 
 
Blue Ridge Consulting Group  ·  Charlottesville, VA

Gmail: Settings → See all settings → General → Signature → paste. Outlook: Settings → Mail → Compose and reply → Signature → paste.

07 · Claude skills

What the team runs in Claude.

Skills are pre-wired playbooks you invoke by typing a slash command in Claude. They keep work on-brand and cut hours out of every recurring task. New to this? Start with the primer below — it's a 5-minute install once and you're set.

Start here

Never used Claude Code? 5 minutes.

Claude Code is the desktop terminal app the team runs every day. Once installed, dropping a new skill into a folder makes it appear instantly.

  1. 1

    Install Claude Code.

    Download from claude.com/code. Mac (Apple Silicon), Windows, Linux all supported. Or run brew install --cask claude-code on Mac.
  2. 2

    Sign in with your Anthropic account.

    Ask Kodie or Henry to add you to the BRCG workspace billing if you don't have one yet. The first sign-in is browser-based — no API keys to copy around.
  3. 3

    Pick how you'll use it.

    Each skill below has two buttons: Download ZIP (for Claude Code — unzip into ~/.claude/skills/) and Copy SKILL.md (for claude.ai web — paste into a Project's Instructions field). Both work. Pick whichever fits how you use Claude.
  4. 4

    Run the skill.

    In Claude Code: type /skill-name followed by what you need (tab-completes). In claude.ai web: start a new chat inside the Project you just made — Claude follows the skill rules automatically.
  5. 5

    Stuck? Slack #ai-help.

    Tag @kodie with a screenshot or paste of what Claude said. Most issues are an env var or a missing folder.

Copy & docs

3 skills
/brcg-copyLive

BRCG voice copywriting

Writes any surface — headline, lede, CTA, email, post — in the canonical BRCG voice. Enforces the ban list, the period rule, and the one-blue accent.

Download ZIP
ForStrategy · Lifecycle · AccountUseDaily
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/brcg-copy/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Ask Kodie for the brcg-skills bundle (one ZIP, lives in 1Password).
  5. Unzip and copy brcg-copy/ into ~/.claude/skills/
  6. Restart Claude Code — the skill shows up immediately.

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Open Claude Code in any project folder.
  2. Type /brcg-copy followed by what you need.

Example

/brcg-copy write a 3-line hero for a Klaviyo audit landing page targeting DTC founders
/brcg-docSuggested

Docs & artifacts in brand

Drafts internal docs, briefs, audit pages, and client artifacts in the BRCG typography + color system. Avoids the AI-template look.

ForAllUseWeekly
Not yet built

We haven't built this skill yet. If you'd find it useful, ping Kodie in Slack — high-vote skills get prioritized for the next build cycle.

/brcg-deckSuggested

Pitch decks in brand

Builds slide decks (Figma + Google Slides) using BRCG layout grids, headline rules, and color tokens — ready to send, not template-y.

ForStrategy · FoundersUseWeekly
Not yet built

We haven't built this skill yet. If you'd find it useful, ping Kodie in Slack — high-vote skills get prioritized for the next build cycle.

Client work

4 skills
/brcg-auditLive

Audit page builder

Generates a complete client audit page on brcg-audits with the standard BRCG audit narrative + visualizations.

Download ZIP
ForStrategy · LifecycleUseWeekly
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/brcg-audit/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Get the brcg-skills bundle from Kodie if you don't have it.
  5. Copy brcg-audit/ into ~/.claude/skills/
  6. Restart Claude Code.

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Drop the client's lifecycle export, screenshots, or revenue snapshot into a folder.
  2. Run /brcg-audit and point it at the folder.

Example

/brcg-audit build a lifecycle audit for SkinnyFit using the files in ~/clients/skinnyfit/inbox/
/client-onboardingLive

Client onboarding packet

Stands up a new client folder: kickoff brief, working-style doc, calendar, and the first 30 days of campaign plan.

Download ZIP
ForAccount · OpsUsePer engagement
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/client-onboarding/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Already shipped with the brcg-skills bundle.
  5. If missing, copy client-onboarding/ into ~/.claude/skills/

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Run /client-onboarding inside an empty client folder.
  2. Answer the prompts (client name, stack, scope).
  3. Review the generated files before sharing.

Example

/client-onboarding new client: Murray Farm — Realtor, Trestle IDX
/brcg-campaign-briefSuggested

Campaign brief generator

Turns a one-line ask into a full lifecycle campaign brief — audience, segmentation, message hierarchy, success metric.

ForLifecycle · AccountUseDaily
Not yet built

We haven't built this skill yet. If you'd find it useful, ping Kodie in Slack — high-vote skills get prioritized for the next build cycle.

/brcg-status-reportSuggested

Weekly client status

Pulls last-week sends, this-week plan, and post-send numbers into the standard BRCG weekly status format.

ForAccount · LifecycleUseWeekly
Not yet built

We haven't built this skill yet. If you'd find it useful, ping Kodie in Slack — high-vote skills get prioritized for the next build cycle.

Creative & design

3 skills
/brcg-creative-directorLive

Creative director review

Reviews any design (email, web, deck) against the brand rubric and the design-rules ban list. Flags AI-template tells.

Download ZIP
ForDesign · StrategyUseDaily
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/brcg-creative-director/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Copy brcg-creative-director/ into ~/.claude/skills/ from the brcg-skills bundle.
  5. Also drop brcg-design-rules.md in ~/.claude/skills/ — it's the shared rubric.

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Have a Figma URL, screenshot, or rendered mockup ready.
  2. Run /brcg-creative-director and paste/drop the asset.

Example

/brcg-creative-director review this Klaviyo template against the BRCG rubric: [link]
/brcg-uplevelLive

Design uplevel pass

Polishes an existing mockup — typography, spacing, color hierarchy — to BRCG standard.

Download ZIP
ForDesignUseDaily
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/brcg-uplevel/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Copy brcg-uplevel/ into ~/.claude/skills/ from the brcg-skills bundle.

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Open the Figma file or local mockup folder.
  2. Run /brcg-uplevel — it walks the file and proposes specific edits.

Example

/brcg-uplevel polish the hero on this Greene Hills page
/brcg-buildLive

Mockup → site build

Builds production sites from a brief or mockup using BRCG conventions (Next.js, Tailwind, BRAND_PAGE_CSS).

Download ZIP
ForEngineering · DesignUsePer project
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/brcg-build/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Copy brcg-build/ into ~/.claude/skills/
  5. Make sure Node 20+ and pnpm are installed locally (Claude will scaffold).

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Create an empty folder for the project.
  2. Run /brcg-build and describe the site (or attach a mockup).

Example

/brcg-build new 4-page realtor site for Murray Farm — IDX widget, hero, listings, contact

Image & asset generation

4 skills
/higgsfield-generateLive

Higgsfield image generation

On-brand hero, ad, and editorial imagery via Higgsfield. For when a stock photo or AI image is acceptable.

Download ZIP
ForDesign · StrategyUseAs needed
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/higgsfield-generate/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Grab the Higgsfield API key from Kodie (lives in 1Password).
  5. Add HIGGSFIELD_API_KEY to ~/.zshrc or ~/.bashrc.
  6. Copy higgsfield-generate/ into ~/.claude/skills/

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Describe the shot you want — subject, mood, lighting.
  2. Run /higgsfield-generate with that description.

Example

/higgsfield-generate hero shot: founder at a workbench in soft Charlottesville-morning light, candid
/higgsfield-product-photoshootLive

Product photoshoot

Generates clean product-photo backplates from a single reference shot. Used for catalog and landing-page assets.

Download ZIP
ForDesignUseAs needed
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/higgsfield-product-photoshoot/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Same Higgsfield API key as above.
  5. Copy higgsfield-product-photoshoot/ into ~/.claude/skills/

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Take one reference photo on a plain background.
  2. Run /higgsfield-product-photoshoot and attach the file.

Example

/higgsfield-product-photoshoot 6 lifestyle backplates for SkinnyFit detox tea, white surface, daylight
/higgsfield-soul-idLive

Brand persona images

Consistent recurring-persona images (synthetic models, character continuity) for lifecycle and social.

Download ZIP
ForDesign · StrategyUseAs needed
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/higgsfield-soul-id/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Same Higgsfield API key.
  5. Copy higgsfield-soul-id/ into ~/.claude/skills/

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Provide 3–5 reference images of the persona.
  2. Run /higgsfield-soul-id to train, then describe the scene.

Example

/higgsfield-soul-id render Mimi at a Lisbon café terrace, golden hour, candid
/higgsfield-marketplace-cardsLive

Marketplace card images

Generates the small editorial cards used in marketplaces and Linktree-style aggregators.

Download ZIP
ForDesignUseAs needed
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/higgsfield-marketplace-cards/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Same Higgsfield API key.
  5. Copy higgsfield-marketplace-cards/ into ~/.claude/skills/

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Provide product info + 1 reference image.
  2. Run /higgsfield-marketplace-cards.

Example

/higgsfield-marketplace-cards generate 3 thumbnail cards for the cville-smash pickleball clinic

Research & ops

3 skills
/firecrawlLive

Firecrawl research

Crawl any client site, competitor surface, or SERP page and return structured data. Used during audits and discovery.

Download ZIP
ForStrategy · LifecycleUseDaily
How to install & use

Install (Claude Code)

  1. Download the ZIP using the button above.
  2. Unzip into ~/.claude/skills/. Final path should be ~/.claude/skills/firecrawl/SKILL.md.
  3. Restart Claude Code. The skill appears immediately.
  4. Make sure Firecrawl is in ~/.claude/.mcp.json (Kodie set this up on team laptops).
  5. FIRECRAWL_API_KEY in your shell rc file.
  6. Copy firecrawl/ skill folder into ~/.claude/skills/

Install (claude.ai web)

  1. Click Copy SKILL.md above.
  2. In claude.ai, open Projects → + New project (or open an existing one).
  3. Paste into Instructions. Save.
  4. Start a chat inside that project — Claude will follow the skill rules without typing a slash command.

Use

  1. Open Claude Code and tell it what you want crawled.
  2. Run /firecrawl with the URL.

Example

/firecrawl pull every blog post on smashtech.com and summarize the lifecycle angles
/brcg-icp-researchSuggested

ICP & customer research

Wraps DataForSEO + competitor scans into a one-page ICP brief: keywords, pain points, message hierarchy.

ForStrategy · B2BUsePer pitch
Not yet built

We haven't built this skill yet. If you'd find it useful, ping Kodie in Slack — high-vote skills get prioritized for the next build cycle.

/brcg-deliverability-auditSuggested

Deliverability audit

Pulls DMARC/DKIM/SPF, recent inbox-placement data, list health, and engagement signals into a sender-reputation reading.

ForLifecycle · OpsUsePer engagement
Not yet built

We haven't built this skill yet. If you'd find it useful, ping Kodie in Slack — high-vote skills get prioritized for the next build cycle.

08 · Anti-patterns

Don't do this.

The list below describes patterns that look on-brand but break the system. If you catch yourself reaching for one, stop.

01

Fabricating the BRCG logo. Type-set "BRCG." in Public Sans with a colored period is NOT the logo. Use /brcg-logo-white-horizontal.png (dark bg) or /brcg-logo-blue.png (light bg). Same rule for client + partner marks — never invent.

02

Coloring the 2nd line of a headline royal blue — headlines stay solid cream.

03

Periwinkle / lavender / soft blue (#6E92F0) — banned. Reads as purple on most monitors. Use #0542BF only.

04

Glass/transparent cards on dark — cards are solid #0A1130.

05

Box-shadow transitions on scroll-driven elements — they fight the JS animation.

06

Em dashes used decoratively — only when a clause is doing real work.

07

Emoji in any deliverable.

08

Exclamation marks.

09

Two display fonts on the same page.

Need the full document?

The complete brand kit — layout recipes, component inventory, print surfaces, copy library — lives in the repo at BRAND_KIT.md.

Talk to design