Profitmaster Displays · Brand StandardsFoundationSheet 05 / 34Rev A · 2026-09-25
05 · Foundation
Where we stand in the category.
Most display companies prove themselves with years, square footage and adjectives. Our standards are built to do the opposite: show the product, name it, and give its numbers.
05.1
What the category looks like.
Table stakes
Design, engineering, prototyping, project management and fulfilment. Photoreal renders. Wood, wire, steel and corrugate. Everyone claims all of it.
Category habits
Blue or navy palettes. Free Google sans-serifs. Someone else's branded display as the hero image. Client logo strips. Counters of years and awards.
Clichés we retire
"Innovative." "Cost effective." "One-stop shop." "Stand out in a crowded marketplace." "Award winning" with no award named.
05.2
How our standards answer it.
| The category does | We do |
|---|---|
| Owns a brand colour | Owns none. Greyscale frame, customer colour in the product |
| Proves with scale | Proves with specs: name, size, packout, set-up time |
| Shows renders only | Shows the drawing behind the render, quietly |
| Speaks to "brands" | Speaks to bottlers and the people on the route |
| Uses free web fonts | Uses the Franklin Gothic lineage our site already carries |
05.3
What we deliberately do not claim.
- Scale. We are a focused Atlanta team. Our standards never imply a size we are not.
- Lowest cost. We compete on value and execution, and we say so with specifics.
- Made in USA as a headline. Production uses both domestic and overseas partners.
- Digital displays as our specialty. We fit screens to displays when asked; it is not our category.
Current, not future. This page records how we stand today. Any change of direction is a separate decision; see Decisions + open items.
Drawing nameWhere we stand
SectionFoundation
Sheet05 / 34
RevA
Date2026-09-25
Drawn by · PMD Graphics
