The Lumber Exchange · v0.1 · Brand System
A new dawn on Main Street.
This is the working source of truth for The Lumber Exchange brand — the words we use, the way we look, and the rules that keep both consistent across web, signage, social, and the spaces themselves.
If you are designing, writing, or building something with our name on it, start here.
What it is
A premium coworking, private office, meeting, and community space on Main Street in Hayward, Wisconsin.
Who it’s for
Remote professionals, entrepreneurs, cabin owners, local business leaders, and teams running Northwoods offsites.
Opening
Summer 2026. Hard-hat tours and founding-member previews begin early in the year.
Founders
Carson & Amanda Kipfer. Locally rooted. Building this for the place they love.
The brand, in a sentence
Reignite the iconic energy of Main Street.
Everything we make should feel like it belongs in Hayward — refined, hospitable, built to last — and like it could only belong here.
The system
Ten sections. Read in order if you’re new; jump in if you’re solving a specific problem.
How to use this guide
When in doubt, check the guide before you ship.
- 01Match the voice, not the page. The samples are guides. Write something we’d say, not something the guide already said.
- 02Use the tokens, not the hexes. Every color and type setting has a CSS variable. Reach for those so the system can move as one.
- 03When you find a gap, write the rule. If the guide didn’t answer your question, your answer is the new rule. Send it to the brand team.