Workhorse//Brand book/v1.0.0
Brand Standards Manualv1.0.0 · 2021-12-01
Faison

Class, Character, and Charm.

Document
ClientFaison
Established2001
Issued2021-12-01
Versionv1.0.0

DC real estate. 20+ years. Connected. Community.

Contents
  1. 1.0Logo§
  2. 2.0Color§
  3. 3.0Typography§
  4. 4.0Voice§
1.0Logo2.0Color3.0Typography4.0Voicespec.mdspec.jsondata view
1.0 LogoFaison · Brand Standards
1.1

Marks

Wordmark, Forest green on cream/white
Wordmark, Forest green on cream/white
Wordmark, white on Forest
Wordmark, white on Forest
Wordmark, black
Wordmark, black
Full color lockup
Full color lockup
Reverse lockup
Reverse lockup
2.0 ColorFaison · Brand Standards
2.1

Palette

Select any step to copy its hex. The widest step in each ramp is the working default.

neutral

3 steps

Base

Highlight · Pantone 621 C · #dceccd6 steps
2.2

Semantic roles

The palette mapped to intent. Values are copyable.

Semantic roles10 tokens
3.0 TypographyFaison · Brand Standards
3.1

Typefaces

Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
primaryRecoleta
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
bodyMabry Pro
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
monoCartograph Mono
3.2

Hierarchy

Every role stacked the way it ships.

Hierarchy in use3 roles
PrimaryRecoleta
The quick brown fox jumps over the lazy dog.
Recoleta (Latinotype, 2018, Jorge Cisterna). Soft serif for display, headings, and the Faison wordmark. Warm, rounded, 1970s-influenced. Alternate: Georgia.
BodyMabry Pro
The quick brown fox jumps over the lazy dog.
Mabry Pro (Colophon Foundry, 2018, Benoit Bodhuin). Humanist sans-serif for sub-headers and body. Friendly at body scale, confident at sub-header scale. Alternate: Calibri.
MonoCartograph Mono
The quick brown fox jumps over the lazy dog.
Cartograph Mono (OH no Type Co., 2019, James T. Edmondson). Soft monospace for metadata, captions, and numerics. Use sparingly.
4.0 VoiceFaison · Brand Standards
4.1

Principles

Earn trust without raising your voice.

Faison sells DC real estate to people who can buy anywhere. Loud language reads as low-end. The brand uses restraint as a credential.

Be from here. Reference the city like a local, not a tour guide.

Capitol Hill, Eastern Market, Logan Circle, the Wharf. Use neighborhood names with the casualness of someone who lives there. Avoid 'historic neighborhoods' or 'charming locales.'

Class, character, and charm are nouns. Show them, don't claim them.

Never say 'we offer class and charm.' Show class through restraint, character through specificity, charm through warmth. The reader should feel them, not read them.

Real estate is a relationship business. Speak like a person, not a brand.

Avoid 'Faison clients are' or 'our clients receive.' Write 'when we sell a home in Eastern Market, we...' First person plural, specific, conversational.
4.2

Write this, not that

The fastest way to hear the voice.

Do

We sold three homes on East Capitol Street last quarter. Each one in under nine days.

Don’t

We provide industry-leading results across the DC real estate market.

Do

Be from here.

Don’t

Discover the magic of Washington DC real estate.

4.3

Vocabulary

Words we use

FaisonDCWashington DCCapitol HillEastern MarketLogan CircleMount Pleasantrow houseblockneighborhoodfrom herebe from hereconnectedcommunitytwenty yearssince 2001

Words we never use

utilizeleverageindustry-leadingpassionate aboutworld-classluxury experienceyour dream homefind your perfect homevibrantcharmingdiscoverunlockbegin your journeyclick herelearn moreboutiquecurated
4.4

Prompt kit

Ready-to-run prompts for anyone writing as Faison.

Write a listing blurb
bodysubhead

Write a 60-100 word listing blurb for a {propertyType} at {address} in {neighborhood}. Lead with one specific detail of the property or block (architecture, era, view, school catchment). Voice: quiet authority, local, warm. End with a single concrete CTA: tour, talk to an agent, see the listing.

Open a market update
newsletteremail_body

Write a 80-120 word DC real estate market update intro for {month}. Lead with one concrete data point (inventory, days on market, price-per-sqft). Reference 1-2 specific DC neighborhoods. Faison voice: confident, local, no real-estate cliches. End with one sentence on what it means for buyers or sellers this season.

Write a neighborhood spotlight
bodynewsletter

Write a 100-150 word neighborhood spotlight for {neighborhood} in DC. Cover: one historic anchor, one current draw (food, retail, park), and one type of buyer who's drawn to it lately. Voice: from-here, conversational, no tourism language. Avoid 'charming' and 'vibrant.'

Write an agent bio
bio_short

Write a 60-90 word agent bio for {agent_name}, who specializes in {neighborhoods}. Voice: warm, local, professional but not stiff. Include one specific detail (where they live in DC, hobby tied to the city, neighborhood expertise). Avoid 'passionate about real estate.'

Write a press pull-quote
press_quote

Write 3 quotable lines (under 15 words each) about {topic} in Faison voice. Each must work as a pull-quote in a magazine feature. Quiet authority, never grandstanding.

Faison · Brand Standards Manual · v1.0.0 · reconstructed from the Figma brand guideFor agentsspec.mdspec.jsonllms.txtdata view