--- name: Faison slug: faison version: 1.0.0 lastUpdated: 2021-12-01 canonicalUrl: /brand/faison --- # Faison Brand Spec > 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. This is the agent-optimized brand spec. It mixes the human-authored brand book with structured sections from the JSON tokens. Use it to author on-brand copy, generate assets, or wire tokens into a client repo. ## How to use this spec If you are an AI agent (Cursor, Claude Code, ChatGPT, internal Workhorse session agent, or other) generating copy or assets for this brand, treat this document as canonical: 1. **Read the Voice section first.** Tone words, guidelines, banned terms, preferred terms. 2. **Match the surface.** When you write a hero, CTA, newsletter intro, social caption, press quote, or any other surface, find that surface under "Surface do/don't" and follow the do/don't pattern explicitly. 3. **Call prompts by id.** When the user asks for something that maps to a `promptKit` entry (e.g. `newsletter-intro`, `hero-line`, `agency-pitch`), use that prompt's template structure and example output. 4. **Cite the spec.** When you produce on-brand copy, end with a short footer like `(brand · v1.0.0)`. 5. **Never use banned terms.** Prefer `preferredTerms`. The list at the bottom of the Voice section is opinionated for a reason. 6. **Spec.json is also available.** Same content, structured as JSON, at `/brand/faison/spec.json`. Use it when you need programmatic access to a specific section. --- ## Foundation **Founding belief.** Real estate is a relationship business. Trust is built block by block, not by the loudest voice in the room. **Tagline.** Class, Character, and Charm. **Homepage line.** Be from here. **Descriptor.** DC real estate. 20+ years. Connected. Community. **Value proposition.** 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. ## Voice **Tone:** Quiet, Warm, Authoritative, Local ### Guidelines 1. **Earn trust without raising your voice.** *(from Quiet)* Faison sells DC real estate to people who can buy anywhere. Loud language reads as low-end. The brand uses restraint as a credential. 1. **Be from here. Reference the city like a local, not a tour guide.** *(from Local)* 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.' 1. **Class, character, and charm are nouns. Show them, don't claim them.** *(from Authoritative)* 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. 1. **Real estate is a relationship business. Speak like a person, not a brand.** *(from Warm)* Avoid 'Faison clients are' or 'our clients receive.' Write 'when we sell a home in Eastern Market, we...' First person plural, specific, conversational. ### Surface do/don't #### `hero` *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. **Don't:** - Your DC real estate experts. - Where dreams find homes. - Discover the magic of city living. #### `cta` *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 **Don't:** - Discover your dream home - Get started today - Begin your journey - Click here #### `press_quote` *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. **Don't:** - Faison is the leading provider of DC real estate services. - We are passionate about helping clients find their dream home. #### `newsletter` *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. **Don't:** - 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? ### Prompt kit Pre-baked prompts. Agents call by `id`. #### `listing-blurb` · Write a listing blurb *Surfaces: `body`, `subhead`* ``` 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. ``` #### `market-update` · Open a market update *Surfaces: `newsletter`, `email_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. ``` #### `neighborhood-spotlight` · Write a neighborhood spotlight *Surfaces: `body`, `newsletter`* ``` 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.' ``` #### `agent-bio` · Write an agent bio *Surfaces: `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.' ``` #### `press-line` · Write a press pull-quote *Surfaces: `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. ``` ### Banned terms `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` ### Preferred terms `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` ## Color | Token | Hex | Role | Notes | |---|---|---|---| | `forest.500` | `#0a4525` | Primary · Pantone 3537 C | Faison Forest | | `midnight.500` | `#193230` | Background, body | Midnight Racer | | `cream.500` | `#9acf8e` | Secondary · Pantone 359 C | Cream Green | | `mint.500` | `#dceccd` | Highlight · Pantone 621 C | Mint Highlight | | `neutral.100` | `#f8f7f1` | | Cream paper stock surface | | `neutral.400` | `#787671` | | Body text on cream | | `neutral.800` | `#262625` | | Dark text on cream | | `white` | `#FFFFFF` | | Pure white surface | | `black` | `#000000` | | Pure black | ## Typography ### Families - **Recoleta** (`primary`): 'Recoleta', Georgia, 'Times New Roman', serif *Recoleta (Latinotype, 2018, Jorge Cisterna). Soft serif for display, headings, and the Faison wordmark. Warm, rounded, 1970s-influenced. Alternate: Georgia.* - **Mabry Pro** (`body`): 'Mabry Pro', 'Calibri', sans-serif *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.* - **Cartograph Mono** (`mono`): 'Cartograph Mono', 'Courier New', monospace *Cartograph Mono (OH no Type Co., 2019, James T. Edmondson). Soft monospace for metadata, captions, and numerics. Use sparingly.* ### Scale | Token | Value | Use | |---|---|---| | `display` | `clamp(2.5rem, 8vw, 6rem)` | Hero headlines (Recoleta) | | `h1` | `clamp(2rem, 5vw, 4rem)` | Page titles (Recoleta) | | `h2` | `clamp(1.5rem, 3vw, 2.5rem)` | Section heads (Recoleta) | | `h3` | `1.5rem` | 24px · sub-heads (Mabry Pro Bold) | | `body` | `1.0625rem` | 17px · body (Mabry Pro Regular) | | `small` | `0.875rem` | 14px · meta | | `xs` | `0.75rem` | 12px · captions, mono | ## Logo ### Wordmark 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. - **Wordmark, Forest green on cream/white**: `/media/faison-wordmark-green.svg` - **Wordmark, white on Forest**: `/media/faison-wordmark-white.svg` - **Wordmark, black**: `/media/faison-wordmark-black.svg` ### Logo Lockup 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. - **Full color lockup**: `/media/faison-logo-full-color.svg` - **Reverse lockup**: `/media/faison-logo-reverse.svg` **Clear space.** Clear space around the wordmark equals the cap height of the F. Maintain regardless of production size. **Min size.** Wordmark: 100px wide on screen, 0.625 inch in print. **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.