diff --git a/README.md b/README.md
index ff3a899..2b4f410 100644
--- a/README.md
+++ b/README.md
@@ -26,10 +26,16 @@ them. Developers often have to choose between logging a message, emitting a metr
 - Medium/High cardinality data (user id / signature, other metadata fields).
 - Typically available in real-time to assess user experience / feature performance.
 
+In addition to the complexity that each of these solutions bring with them, you often need to import a custom library
+for each, and thus increase your dependency footprint.
+
 ## Usage
 
 ### Basic
 
+Basic usage for `okit` is fairly straight forward. You can create dedicated client, use the default, or even replace the
+default. The example below demonstrates how to use the default client.
+
 ```go
 package main
 
@@ -78,9 +84,14 @@ func main() {
 	// Instrument HTTP Clients
 	okithttp.InstrumentClient(http.DefaultClient)
 
-	// Add reporting endpoints
 	mux := http.NewServeMux()
-	okithttp.RouteEndpoint(mux, okithttp.NewEndpoint())
+
+	{ // Add reporting endpoints
+		endpoint := okithttp.NewEndpoint()
+		mux.HandleFunc("/health", endpoint.Health)
+		mux.HandleFunc("/metrics", endpoint.Metrics)
+		mux.HandleFunc("/trace", endpoint.Trace)
+	}
 
 	// Instrument HTTP Handlers
 	handler := okithttp.InstrumentHandler(mux)
@@ -91,3 +102,29 @@ func main() {
 }
 ```
 
+## Implementation
+
+### Wire Protocol
+
+TBD
+
+### Tracing
+
+Because `okit` aims at providing an all-in-one solution, tracing not only produces spec compliant traces for ingestion
+into remote systems but also produces bookend log events for developers and operators.
+
+### Logging
+
+Logging follows a fairly standard implementation. It allows messages to be logged at different levels including `debug`,
+`info`, `warn`, and `error`. A fifth, `trace` level is also available that allows tracing bookend events to be enabled
+disabled. Logging output can be written as text or as JSON.
+
+### Metrics
+
+Metrics are implemented using an observation based approach. Results are recorded and stored locally for administrators
+to be able to query.
+
+### Events
+
+Multi-dimensional events are a lot like metrics. The most common use case is when metrics have a statically coded value
+of 1. For example, page views, checkout, and many other user-driven actions.
diff --git a/api.go b/api.go
index 1668211..fd911f1 100644
--- a/api.go
+++ b/api.go
@@ -22,6 +22,7 @@ package okit
 
 import (
 	"context"
+	"strings"
 )
 
 // Logger defines common operations for writing log messages.
@@ -68,6 +69,7 @@ type Span struct {
 	ParentID string
 }
 
+// Wither allows tags to be appended to any implementing client.
 type Wither[T any] interface {
 	With(tags ...Tag) T
 }
@@ -80,3 +82,49 @@ type Interface[T any] interface {
 	Tracer
 	Wither[T]
 }
+
+type Level int8
+
+const (
+	UnknownLevel = 0
+	TraceLevel   = 1
+	DebugLevel   = 2
+	InfoLevel    = 3
+	WarnLevel    = 4
+	ErrorLevel   = 5
+)
+
+func (l *Level) String() string {
+	switch *l {
+	case TraceLevel:
+		return "trace"
+	case DebugLevel:
+		return "debug"
+	case InfoLevel:
+		return "info"
+	case WarnLevel:
+		return "warn"
+	case ErrorLevel:
+		return "error"
+	}
+
+	return "unknown"
+}
+
+func (l *Level) Set(val string) error {
+	switch {
+	case strings.EqualFold("trace", val):
+		*l = TraceLevel
+	case strings.EqualFold("debug", val):
+		*l = DebugLevel
+	case strings.EqualFold("info", val):
+		*l = InfoLevel
+	case strings.EqualFold("warn", val):
+		*l = WarnLevel
+	case strings.EqualFold("error", val):
+		*l = ErrorLevel
+	}
+
+	*l = UnknownLevel
+	return nil
+}
diff --git a/api_impl.go b/api_impl.go
index 95af679..d88cdb8 100644
--- a/api_impl.go
+++ b/api_impl.go
@@ -24,16 +24,16 @@ import (
 	"bufio"
 	"context"
 	"os"
-
-	"github.com/golang/protobuf/jsonpb"
 )
 
 // DefaultClient provides a default client implementation.
 var DefaultClient = NewClient()
 
+// DefaultFormat is used to format how data is written to stdout.
+var DefaultFormat Format = TextFormat{}
+
 // TODO: make this configurable
 var sink = bufio.NewWriter(os.Stdout)
-var marshaler = &jsonpb.Marshaler{}
 
 // ContextKey is a holder structure that allows data to be attached to contexts.
 type ContextKey string
diff --git a/client.go b/client.go
index a678367..8d22229 100644
--- a/client.go
+++ b/client.go
@@ -58,21 +58,26 @@ type Client struct {
 	callerSkip int
 }
 
+// WithNow configures the function that's used to obtain the current timestamp.
 func (o Client) WithNow(now func() time.Time) Client {
 	o.now = now
 	return o
 }
 
+// WithUUID returns a new uuid that uniquely identifies traces, spans, and tags.
 func (o Client) WithUUID(uuid func() string) Client {
 	o.uuid = uuid
 	return o
 }
 
+// WithCallerSkip is used to configure the number of frames to skip when determining the caller. Callers are
+// predominantly used when performing traces.
 func (o Client) WithCallerSkip(callerSkip int) Client {
 	o.callerSkip = callerSkip
 	return o
 }
 
+// With appends tags to the current client that will automatically be added to all events, metrics, logs, and traces.
 func (o Client) With(tags ...Tag) Client {
 	o.tags = append(o.tags, tags...)
 	return o
@@ -81,8 +86,8 @@ func (o Client) With(tags ...Tag) Client {
 // Emit allows for the emission of an event which has now value and only associated tags.
 func (o Client) Emit(event string, tags ...Tag) {
 	o.With(tags...).emit(&pb.Entry{
-		Kind: pb.Kind_Event,
-		Name: event,
+		Kind:  pb.Kind_Event,
+		Scope: event,
 	})
 }
 
@@ -91,7 +96,7 @@ func (o Client) Observe(metric string, value float64, tags ...Tag) {
 	o.With(tags...).emit(&pb.Entry{
 		Value: &pb.Entry_Double{Double: value},
 		Kind:  pb.Kind_Metric,
-		Name:  metric,
+		Scope: metric,
 	})
 }
 
@@ -114,34 +119,40 @@ func (o Client) Trace(ctx context.Context, tags ...Tag) (context.Context, DoneFu
 		}
 	}
 
-	o.With(tags...).With(String("bookend", "start")).emit(&pb.Entry{
-		Kind:  pb.Kind_Event,
-		Name:  name,
+	//goland:noinspection GoAssignmentToReceiver
+	o = o.With(
+		append(
+			[]Tag{
+				String("traceId", span.TraceID),
+				String("traceSpanId", span.ID),
+				String("traceParentId", span.ParentID),
+			},
+			tags...,
+		)...,
+	)
+
+	// bookend
+	o.With(String("bookend", "start")).emit(&pb.Entry{
+		Kind:  pb.Kind_Log,
+		Scope: name,
 		Value: &pb.Entry_String_{String_: "trace"},
 	})
 
 	return context.WithValue(ctx, SpanKey, span), func() {
 		duration := o.now().Sub(start)
 
-		o.With(tags...).With(String("bookend", "complete")).emit(&pb.Entry{
-			Kind:  pb.Kind_Event,
-			Name:  name,
+		// bookend
+		o.With(String("bookend", "end")).emit(&pb.Entry{
+			Kind:  pb.Kind_Log,
+			Scope: name,
 			Value: &pb.Entry_String_{String_: "trace"},
 		})
 
-		tags = append(
-			[]Tag{
-				String("trace-id", span.TraceID),
-				String("trace-span-id", span.ID),
-				String("trace-parent-id", span.ParentID),
-			},
-			tags...,
-		)
-
-		o.With(tags...).emit(
+		// trace
+		o.emit(
 			&pb.Entry{
 				Kind:  pb.Kind_Trace,
-				Name:  name,
+				Scope: name,
 				Value: &pb.Entry_Duration{Duration: pb.DurationPB(duration)},
 			},
 		)
@@ -152,7 +163,7 @@ func (o Client) Trace(ctx context.Context, tags ...Tag) (context.Context, DoneFu
 func (o Client) Debug(msg string, tags ...Tag) {
 	o.With(tags...).emit(&pb.Entry{
 		Kind:  pb.Kind_Log,
-		Name:  msg,
+		Scope: msg,
 		Value: &pb.Entry_String_{String_: "debug"},
 	})
 }
@@ -161,7 +172,7 @@ func (o Client) Debug(msg string, tags ...Tag) {
 func (o Client) Info(msg string, tags ...Tag) {
 	o.With(tags...).emit(&pb.Entry{
 		Kind:  pb.Kind_Log,
-		Name:  msg,
+		Scope: msg,
 		Value: &pb.Entry_String_{String_: "info"},
 	})
 }
@@ -170,7 +181,7 @@ func (o Client) Info(msg string, tags ...Tag) {
 func (o Client) Warn(msg string, tags ...Tag) {
 	o.With(tags...).emit(&pb.Entry{
 		Kind:  pb.Kind_Log,
-		Name:  msg,
+		Scope: msg,
 		Value: &pb.Entry_String_{String_: "warn"},
 	})
 }
@@ -179,7 +190,7 @@ func (o Client) Warn(msg string, tags ...Tag) {
 func (o Client) Error(msg string, tags ...Tag) {
 	o.With(tags...).emit(&pb.Entry{
 		Kind:  pb.Kind_Log,
-		Name:  msg,
+		Scope: msg,
 		Value: &pb.Entry_String_{String_: "error"},
 	})
 }
@@ -187,37 +198,21 @@ func (o Client) Error(msg string, tags ...Tag) {
 func (o Client) emit(entries ...*pb.Entry) {
 	now := pb.TimestampPB(o.now())
 
+	tags := make([]*pb.Tag, 0, len(o.tags))
+	for _, tag := range o.tags {
+		tags = append(tags, tag.AsTagPB())
+	}
+
 	for _, entry := range entries {
-		// todo: check if log level is enabled
-
 		entry.Timestamp = now
+		entry.Tags = tags
 
-		for _, tag := range o.tags {
-			if tagpb := tag.AsTagPB(); tagpb != nil {
-				entry.Tags = append(entry.Tags, tagpb)
-			}
-		}
-
-		_ = marshaler.Marshal(sink, entry)
-		_ = sink.WriteByte('\n')
+		_ = DefaultFormat.Marshal(sink, entry)
 	}
 
 	_ = sink.Flush()
 }
 
-// max returns the largest number in a series.
-func max(series ...int) int {
-	largest := 0
-
-	for _, v := range series {
-		if v > largest {
-			largest = v
-		}
-	}
-
-	return largest
-}
-
 // caller attempts to get method caller information. This information is used for tracing information across an
 // applications source code.
 func caller(skip int) (name string, line int) {
diff --git a/examples/json/main.go b/examples/json/main.go
new file mode 100644
index 0000000..420279e
--- /dev/null
+++ b/examples/json/main.go
@@ -0,0 +1,52 @@
+// Copyright (C) 2022 The OKit Authors
+//
+// Permission is hereby granted, free of charge, to any person obtaining a copy
+// of this software and associated documentation files (the "Software"), to deal
+// in the Software without restriction, including without limitation the rights
+// to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
+// copies of the Software, and to permit persons to whom the Software is
+// furnished to do so, subject to the following conditions:
+//
+// The above copyright notice and this permission notice shall be included in all
+// copies or substantial portions of the Software.
+//
+// THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND,
+// EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF
+// MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT.
+// IN NO EVENT SHALL THE AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM,
+// DAMAGES OR OTHER LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR
+// OTHERWISE, ARISING FROM, OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE
+// OR OTHER DEALINGS IN THE SOFTWARE.
+
+package main
+
+import (
+	"net/http"
+
+	"go.pitz.tech/okit"
+	okithttp "go.pitz.tech/okit/http"
+)
+
+func main() {
+	// Enable JSON output
+	okit.DefaultFormat = okit.JSONFormat{}
+
+	// Instrument HTTP Clients
+	okithttp.InstrumentClient(http.DefaultClient)
+
+	mux := http.NewServeMux()
+
+	{ // Add reporting endpoints
+		endpoint := okithttp.NewEndpoint()
+		mux.HandleFunc("/health", endpoint.Health)
+		mux.HandleFunc("/metrics", endpoint.Metrics)
+		mux.HandleFunc("/trace", endpoint.Trace)
+	}
+
+	// Instrument HTTP Handlers
+	handler := okithttp.InstrumentHandler(mux)
+	err := http.ListenAndServe("0.0.0.0:8080", handler)
+	if err != nil {
+		panic(err)
+	}
+}
diff --git a/format.go b/format.go
new file mode 100644
index 0000000..97bb934
--- /dev/null
+++ b/format.go
@@ -0,0 +1,61 @@
+package okit
+
+import (
+	"bufio"
+	"strconv"
+	"strings"
+	"time"
+
+	"github.com/golang/protobuf/jsonpb"
+	"go.pitz.tech/okit/pb"
+)
+
+// Format defines an abstraction for writing entries to stdout/stderr. This is predominantly used in report log, trace,
+// and event information from the process.
+type Format interface {
+	Marshal(writer *bufio.Writer, entry *pb.Entry) error
+}
+
+// JSONFormat writes entries using JSON encoded protocol buffers.
+type JSONFormat struct {
+	Marshaler jsonpb.Marshaler
+}
+
+func (f JSONFormat) Marshal(writer *bufio.Writer, entry *pb.Entry) error {
+	f.Marshaler.Marshal(writer, entry)
+	return writer.WriteByte('\n')
+}
+
+// TextFormat writes entries using a custom text format.
+type TextFormat struct{}
+
+func (f TextFormat) Marshal(writer *bufio.Writer, entry *pb.Entry) error {
+	sink.WriteString(entry.Timestamp.AsTime().Format(time.RFC3339))
+	sink.WriteByte('\t')
+	sink.WriteString(strings.ToUpper(entry.Kind.String()))
+	sink.WriteByte('\t')
+
+	switch v := entry.GetValue().(type) {
+	case *pb.Entry_String_:
+		sink.WriteString(v.String_)
+	case *pb.Entry_Double:
+		sink.WriteString(strconv.FormatFloat(v.Double, 'f', 5, 64))
+	case *pb.Entry_Duration:
+		sink.WriteString(v.Duration.AsDuration().String())
+	}
+	sink.WriteByte('\t')
+	sink.WriteString(entry.Scope)
+	sink.WriteByte('\t')
+
+	for _, tag := range entry.Tags {
+		qs := tag.AsQueryString()
+		if qs == "" {
+			continue
+		}
+
+		sink.WriteString(qs)
+		sink.WriteByte('&')
+	}
+
+	return sink.WriteByte('\n')
+}
diff --git a/pb/obkit.pb.go b/pb/obkit.pb.go
index a20efef..c7b28a0 100644
--- a/pb/obkit.pb.go
+++ b/pb/obkit.pb.go
@@ -379,12 +379,12 @@ type Entry struct {
 
 	// Timestamp defines when the entry was emit. This system assumes the client clock is accurate enough.
 	Timestamp *Timestamp `protobuf:"bytes,1,opt,name=timestamp,proto3" json:"timestamp,omitempty"`
+	// Scope is used to identify the metric name, log message, or traced function.
+	Scope string `protobuf:"bytes,2,opt,name=scope,proto3" json:"scope,omitempty"`
 	// Kind is used to indicate what type of entry this is.
 	Kind Kind `protobuf:"varint,3,opt,name=kind,proto3,enum=obkit.Kind" json:"kind,omitempty"`
-	// Name is used to identify the metric name, log message, or traced function.
-	Name string `protobuf:"bytes,4,opt,name=name,proto3" json:"name,omitempty"`
 	// Tags is an optional field that contains a list of metadata associated with the entry.
-	Tags []*Tag `protobuf:"bytes,5,rep,name=tags,proto3" json:"tags,omitempty"`
+	Tags []*Tag `protobuf:"bytes,4,rep,name=tags,proto3" json:"tags,omitempty"`
 	// Value is an optional field that defines a value associated with the entry (e.g. in the case of a log, metric, or trace).
 	//
 	// Types that are assignable to Value:
@@ -433,6 +433,13 @@ func (x *Entry) GetTimestamp() *Timestamp {
 	return nil
 }
 
+func (x *Entry) GetScope() string {
+	if x != nil {
+		return x.Scope
+	}
+	return ""
+}
+
 func (x *Entry) GetKind() Kind {
 	if x != nil {
 		return x.Kind
@@ -440,13 +447,6 @@ func (x *Entry) GetKind() Kind {
 	return Kind_Unknown
 }
 
-func (x *Entry) GetName() string {
-	if x != nil {
-		return x.Name
-	}
-	return ""
-}
-
 func (x *Entry) GetTags() []*Tag {
 	if x != nil {
 		return x.Tags
@@ -487,15 +487,15 @@ type isEntry_Value interface {
 }
 
 type Entry_String_ struct {
-	String_ string `protobuf:"bytes,6,opt,name=string,proto3,oneof"` // used for logs
+	String_ string `protobuf:"bytes,5,opt,name=string,proto3,oneof"` // used for logs
 }
 
 type Entry_Double struct {
-	Double float64 `protobuf:"fixed64,7,opt,name=double,proto3,oneof"` // used for metrics
+	Double float64 `protobuf:"fixed64,6,opt,name=double,proto3,oneof"` // used for metrics
 }
 
 type Entry_Duration struct {
-	Duration *Duration `protobuf:"bytes,8,opt,name=duration,proto3,oneof"` // used for traces
+	Duration *Duration `protobuf:"bytes,7,opt,name=duration,proto3,oneof"` // used for traces
 }
 
 func (*Entry_String_) isEntry_Value() {}
@@ -647,38 +647,38 @@ var file_obkit_proto_rawDesc = []byte{
 	0x61, 0x6d, 0x70, 0x18, 0x0b, 0x20, 0x01, 0x28, 0x0b, 0x32, 0x10, 0x2e, 0x6f, 0x62, 0x6b, 0x69,
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 }
 
 var (
diff --git a/pb/obkit.pbext.go b/pb/obkit.pbext.go
index fcc2d7d..8803d72 100644
--- a/pb/obkit.pbext.go
+++ b/pb/obkit.pbext.go
@@ -21,6 +21,9 @@
 package pb
 
 import (
+	"encoding/base64"
+	"net/url"
+	"strconv"
 	"time"
 )
 
@@ -46,3 +49,31 @@ func TimestampPB(t time.Time) *Timestamp {
 		Nanos:   int32(t.Nanosecond()),
 	}
 }
+
+// AsQueryString converts the associated tag to a URI query string
+func (x *Tag) AsQueryString() string {
+	val := ""
+
+	switch v := x.GetValue().(type) {
+	case *Tag_String_:
+		val = v.String_
+	case *Tag_Int64:
+		val = strconv.FormatInt(v.Int64, 10)
+	case *Tag_Double:
+		val = strconv.FormatFloat(v.Double, 'f', 9, 64)
+	case *Tag_Bytes:
+		val = base64.RawStdEncoding.EncodeToString(v.Bytes)
+	case *Tag_Bool:
+		val = strconv.FormatBool(v.Bool)
+	case *Tag_Duration:
+		val = v.Duration.AsDuration().String()
+	case *Tag_Timestamp:
+		val = v.Timestamp.AsTime().Format(time.RFC3339)
+	}
+
+	if val == "" {
+		return ""
+	}
+
+	return url.QueryEscape(x.Key) + "=" + url.QueryEscape(val)
+}
diff --git a/pb/obkit.proto b/pb/obkit.proto
index 848a3c0..c146407 100644
--- a/pb/obkit.proto
+++ b/pb/obkit.proto
@@ -71,20 +71,20 @@ message Entry {
   // Timestamp defines when the entry was emit. This system assumes the client clock is accurate enough.
   Timestamp timestamp = 1;
 
+  // Scope is used to identify the metric name, log message, or traced function.
+  string scope = 2;
+
   // Kind is used to indicate what type of entry this is.
   Kind kind = 3;
 
-  // Name is used to identify the metric name, log message, or traced function.
-  string name = 4;
-
   // Tags is an optional field that contains a list of metadata associated with the entry.
-  repeated Tag tags = 5;
+  repeated Tag tags = 4;
 
   // Value is an optional field that defines a value associated with the entry (e.g. in the case of a log, metric, or trace).
   oneof value {
-    string string = 6;      // used for logs
-    double double = 7;      // used for metrics
-    Duration duration = 8;  // used for traces
+    string string = 5;      // used for logs
+    double double = 6;      // used for metrics
+    Duration duration = 7;  // used for traces
   }
 }