{"meta":{"slug":"faison","name":"Faison","version":"1.0.0","lastUpdated":"2021-12-01","canonicalUrl":"/brand/faison","summary":"DC real estate brand. Class, character, and charm. Pivoted away from the descriptive 'Real Estate in DC' name to a brand built for quiet authority and category expansion. Brand book published 2021.","changeNote":"v1.0 (December 2021). Initial brand and website launch. Workhorse engagement late 2019 through 2021."},"foundation":{"name":"Faison","established":2001,"foundingBelief":"Real estate is a relationship business. Trust is built block by block, not by the loudest voice in the room.","homepageLine":"Be from here.","descriptor":"DC real estate. 20+ years. Connected. Community.","valueProposition":"Faison is a longtime real estate powerhouse in the nation's capital. We help clients buy, sell, and live in Washington DC with the deep market knowledge that only comes from being from here.","origin":"Founded as Real Estate in DC. Pivoted to Faison in 2021 to align the brand with category peers and open category expansion beyond the DC market without changing the practice.","tagline":"Class, Character, and Charm.","elevatorPitch":"Faison is a Washington DC real estate brand built for quiet authority. Twenty years in the market. Class, character, and charm carried into a contemporary brand system that earns trust without raising its voice.","mission":"","brandPromise":"","differentiator":"","voiceSummary":""},"voice":{"tone":["Quiet","Warm","Authoritative","Local"],"guidelines":[{"rule":"Earn trust without raising your voice.","derivedFrom":"Quiet","explanation":"Faison sells DC real estate to people who can buy anywhere. Loud language reads as low-end. The brand uses restraint as a credential."},{"rule":"Be from here. Reference the city like a local, not a tour guide.","derivedFrom":"Local","explanation":"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.'"},{"rule":"Class, character, and charm are nouns. Show them, don't claim them.","derivedFrom":"Authoritative","explanation":"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."},{"rule":"Real estate is a relationship business. Speak like a person, not a brand.","derivedFrom":"Warm","explanation":"Avoid 'Faison clients are' or 'our clients receive.' Write 'when we sell a home in Eastern Market, we...' First person plural, specific, conversational."}],"doAndDont":[{"do":"We sold three homes on East Capitol Street last quarter. Each one in under nine days.","dont":"We provide industry-leading results across the DC real estate market."},{"do":"Be from here.","dont":"Discover the magic of Washington DC real estate."}],"surfaceDoDont":[{"surface":"hero","notes":"Hero copy carries the brand promise in a few words. Quiet, local, never marketing-shaped.","do":["Be from here.","Class, character, and charm.","DC real estate, done quietly."],"dont":["Your DC real estate experts.","Where dreams find homes.","Discover the magic of city living."]},{"surface":"cta","notes":"CTAs are concrete. Buy, sell, list, tour, talk. No 'discover' or 'unlock.'","do":["See current listings","Schedule a tour","Talk to an agent","List with Faison"],"dont":["Discover your dream home","Get started today","Begin your journey","Click here"]},{"surface":"press_quote","notes":"Pull-quote lines stand alone. Local, specific, never grandstanding.","do":["Faison is a longtime real estate powerhouse in the nation's capital.","Twenty years in DC real estate. Connected. Community.","We're from here."],"dont":["Faison is the leading provider of DC real estate services.","We are passionate about helping clients find their dream home."]},{"surface":"newsletter","notes":"Listings-focused or market-update intros. Local detail, no fluff.","do":["Three new Capitol Hill listings this week, including a row house on East Capitol that hasn't been on the market in 22 years.","DC inventory is up 12% over last spring. Here is what that means for sellers in Logan Circle and Mount Pleasant.","Spring market is open. We've previewed eight homes coming to Eastern Market this month and one that hasn't gone live yet."],"dont":["Spring is in the air at Faison!","We are excited to share our latest market updates.","Did you know that DC has a vibrant real estate scene?"]}],"promptKit":[{"id":"listing-blurb","label":"Write a listing blurb","prompt":"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.","surfaces":["body","subhead"]},{"id":"market-update","label":"Open a market update","prompt":"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.","surfaces":["newsletter","email_body"]},{"id":"neighborhood-spotlight","label":"Write a neighborhood spotlight","prompt":"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.'","surfaces":["body","newsletter"]},{"id":"agent-bio","label":"Write an agent bio","prompt":"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.'","surfaces":["bio_short"]},{"id":"press-line","label":"Write a press pull-quote","prompt":"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.","surfaces":["press_quote"]}],"bannedTerms":["utilize","leverage","industry-leading","passionate about","world-class","luxury experience","your dream home","find your perfect home","vibrant","charming","discover","unlock","begin your journey","click here","learn more","boutique","curated"],"preferredTerms":["Faison","DC","Washington DC","Capitol Hill","Eastern Market","Logan Circle","Mount Pleasant","row house","block","neighborhood","from here","be from here","connected","community","twenty years","since 2001"]},"logo":{"marks":[{"name":"Wordmark","description":"Faison wordmark set in Recoleta. The primary mark across all surfaces. Use the green variant on cream/white grounds, the white variant on Forest, and the black variant for grayscale or single-color reproduction.","variants":[{"label":"Wordmark, Forest green on cream/white","src":"/media/faison-wordmark-green.svg","fg":"#0a4525","bg":"#FFFFFF","format":"svg"},{"label":"Wordmark, white on Forest","src":"/media/faison-wordmark-white.svg","fg":"#FFFFFF","bg":"#0a4525","format":"svg"},{"label":"Wordmark, black","src":"/media/faison-wordmark-black.svg","fg":"#000000","bg":"#FFFFFF","format":"svg"}]},{"name":"Logo Lockup","description":"Full Faison lockup with mark and wordmark. Use for the largest applications: site header, brand book cover, primary signage. Reverse variant for use on dark Forest backgrounds.","variants":[{"label":"Full color lockup","src":"/media/faison-logo-full-color.svg","format":"svg"},{"label":"Reverse lockup","src":"/media/faison-logo-reverse.svg","format":"svg"}]}],"clearSpace":"Clear space around the wordmark equals the cap height of the F. Maintain regardless of production size.","minSize":"Wordmark: 100px wide on screen, 0.625 inch in print.","misuse":[{"rule":"Do not stretch or distort the wordmark."},{"rule":"Do not rotate the wordmark."},{"rule":"Do not place the wordmark on busy imagery without the appropriate background panel or sufficient negative space."},{"rule":"Do not reproduce the wordmark in colors outside the brand palette."}],"hierarchy":["The wordmark is the primary mark across all surfaces.","The full lockup is reserved for cover layouts, signage, and primary brand applications where maximum recognition matters.","Use the green variant on light/cream backgrounds, white on Forest, and black for grayscale reproduction."]},"color":{"palette":[{"name":"500","group":"forest","label":"Faison Forest","hex":"#0a4525","role":"Primary · Pantone 3537 C","notes":"Faison Forest · Primary · Pantone 3537 C"},{"name":"500","group":"midnight","label":"Midnight Racer","hex":"#193230","role":"Background, body","notes":"Midnight Racer · Background, body"},{"name":"500","group":"cream","label":"Cream Green","hex":"#9acf8e","role":"Secondary · Pantone 359 C","notes":"Cream Green · Secondary · Pantone 359 C"},{"name":"500","group":"mint","label":"Mint Highlight","hex":"#dceccd","role":"Highlight · Pantone 621 C","notes":"Mint Highlight · Highlight · Pantone 621 C"},{"name":"100","group":"neutral","label":"Cream paper stock surface","hex":"#f8f7f1","notes":"Cream paper stock surface"},{"name":"400","group":"neutral","label":"Body text on cream","hex":"#787671","notes":"Body text on cream"},{"name":"800","group":"neutral","label":"Dark text on cream","hex":"#262625","notes":"Dark text on cream"},{"name":"white","label":"Pure white surface","hex":"#FFFFFF","notes":"Pure white surface"},{"name":"black","label":"Pure black","hex":"#000000","notes":"Pure black"}]},"typography":{"families":[{"name":"Recoleta","role":"primary","fontFamily":"'Recoleta', Georgia, 'Times New Roman', serif","notes":"Recoleta (Latinotype, 2018, Jorge Cisterna). Soft serif for display, headings, and the Faison wordmark. Warm, rounded, 1970s-influenced. Alternate: Georgia."},{"name":"Mabry Pro","role":"body","fontFamily":"'Mabry Pro', 'Calibri', sans-serif","notes":"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."},{"name":"Cartograph Mono","role":"mono","fontFamily":"'Cartograph Mono', 'Courier New', monospace","notes":"Cartograph Mono (OH no Type Co., 2019, James T. Edmondson). Soft monospace for metadata, captions, and numerics. Use sparingly."}],"scale":[{"name":"display","value":"clamp(2.5rem, 8vw, 6rem)","use":"Hero headlines (Recoleta)"},{"name":"h1","value":"clamp(2rem, 5vw, 4rem)","use":"Page titles (Recoleta)"},{"name":"h2","value":"clamp(1.5rem, 3vw, 2.5rem)","use":"Section heads (Recoleta)"},{"name":"h3","value":"1.5rem","use":"24px · sub-heads (Mabry Pro Bold)"},{"name":"body","value":"1.0625rem","use":"17px · body (Mabry Pro Regular)"},{"name":"small","value":"0.875rem","use":"14px · meta"},{"name":"xs","value":"0.75rem","use":"12px · captions, mono"}]},"_provenance":{"version":1,"fields":{"foundation.name":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.165Z"},"foundation.foundingBelief":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.165Z"},"foundation.homepageLine":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.165Z"},"foundation.descriptor":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.165Z"},"foundation.valueProposition":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.165Z"},"foundation.origin":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.165Z"},"foundation.tagline":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.165Z"},"foundation.elevatorPitch":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.165Z"}}}}