01Trait
Neighborly
Rooted
Faison was founded in DC and stayed in DC. The brand speaks in specific block names and local fluency, not generic real estate polish.
Brand & Web/2021
Faison
Brand IdentityWeb DesignPrint & CollateralPhotography Direction
Faison
Class, Character, and Charm.
Faison is a longtime real estate powerhouse in the nation’s capital, formerly known as Real Estate in DC. In late 2019, we worked with the team to help rebrand their company and create a dynamic website that properly let them showcase the one-of-a-kind properties they sell.
Brand IdentityWeb DesignPrint & CollateralPhotography Direction
Paving their own lane
Pivoting away from the old descriptive company name helped them align with their competitors and allow for future brand expansion into other markets outside of the DC area. Workhorse created a dynamic website that showcased high-end properties throughout Capitol Hill and beyond.
The Workhorse team also developed a high-end collateral system and sales materials with a modern feel — deep forest green paper stock with cream green accents for a classic touch that carries forward the personality, character, and charm of the new Faison.
Design System
A visual language built for quiet authority.
Faison Forest green, a warm Recoleta wordmark, and a system that earns trust without raising its voice. Built around two taglines — “Be from here.” for marketing, “Connected. Community.” for everything else.
20+Years in DC Real Estate
104%Avg List-to-Sale Ratio
7Avg Days on Market
2021Brand Book Published
01Color System
Color Palette
Faison Forest
Primary · Pantone 3537 CHex#0a4525
RGB10 · 69 · 37
HSL147° · 75% · 15%
CMYK86 · 0 · 46 · 73
■ 1.9:1□ 11.1:1
Midnight Racer
Background / BodyHex#193230
RGB25 · 50 · 48
HSL175° · 33% · 15%
CMYK50 · 0 · 4 · 80
■ 1.5:1□ 13.6:1
Cream Green
Secondary · Pantone 359 CHex#9acf8e
RGB154 · 207 · 142
HSL109° · 40% · 68%
CMYK26 · 0 · 31 · 19
■ 11.7:1□ 1.8:1
Mint Highlight
Highlight · Pantone 621 CHex#dceccd
RGB220 · 236 · 205
HSL91° · 45% · 86%
CMYK7 · 0 · 13 · 7
■ 16.9:1□ 1.2:1
Black
CopyHex#000000
RGB0 · 0 · 0
HSL0° · 0% · 0%
CMYK0 · 0 · 0 · 100
■ 1.0:1□ 21.0:1
White
Copy / SurfaceHex#FFFFFF
RGB255 · 255 · 255
HSL0° · 0% · 100%
CMYK0 · 0 · 0 · 0
■ 21.0:1□ 1.0:1
Contrast Pairings
How the palette colors perform together — text on surface combinations ranked by contrast ratio.
Aa
Black
on White21.0:1 ✓
Aa
White
on Black21.0:1 ✓
Aa
Mint Highlight
on Black16.9:1 ✓
Aa
Black
on Mint Highlight16.9:1 ✓
Aa
Midnight Racer
on White13.6:1 ✓
Aa
White
on Midnight Racer13.6:1 ✓
Aa
Cream Green
on Black11.7:1 ✓
Aa
Black
on Cream Green11.7:1 ✓
Aa
Faison Forest
on White11.1:1 ✓
Aa
White
on Faison Forest11.1:1 ✓
Aa
Midnight Racer
on Mint Highlight11.0:1 ✓
Aa
Mint Highlight
on Midnight Racer11.0:1 ✓
02Typography
Type System
Faison is a DC real estate company with more than two decades of sleeves-rolled experience in Washington
Faison is a DC real estate company with more than two decades of sleeves-rolled...
Faison is a DC real estate company with more than two decades of sleeves-rolled experience in Washington. Whether you’re a seller seeking a team to handle all aspects of your home sale, or a buyer seeking to walk hand-in-hand through your move, we have a proven path to success.
Cartograph Mono · 0123456789 · 400
Recoleta
Display (400–700)
Display
Headings and titles only. The Faison wordmark is set in Recoleta. Alternate: Georgia.
Mabry Pro
Body (400–700)
Body
Sub-headers and body copy only. Alternate: Calibri.
Cartograph Mono
Accent (400)
Accent
Accent text only. Small bits of information — metadata, captions, numerics. Use sparingly.
03Logo System
Marks & Lockups
Four marks. Every color in the palette.
Each mark flexes across the brand’s full color system. Click a chip to swap the background and matching mark variant — the same way the identity adapts in the wild.
01 / 05Forest on White
Wordmark
Primary typographic mark, set in Recoleta.
02 / 05Forest on White
Circle F Monogram
Secondary mark. Used when space doesn’t allow the full wordmark.
03 / 05Forest + Cream on White
Wordmark + "Be from here."
Tagline lockup for marketing materials.
04 / 05Forest on White
Wordmark + "Connected. Community."
Tagline lockup reserved for non-sales applications.
04Brand Language
4.2/ from the founding belief
Values
The operating system. What the brand commits to, every time.
01
Presence
Show up in the neighborhood before the listing goes live.
02
Knowledge
Twenty-plus years of DC blocks, not generic market polish.
03
Expertise
Guidance that meets buyers and sellers where the decision actually happens.
04
Fiduciary
Every recommendation lands on the client’s side of the table.
4.3/ from those values
Character (Brand Personality)
Five traits that turn values into behavior.
02Trait
Refined
Restrained
Forest green, serif wordmark, heavyweight paper. Luxury confident enough not to announce itself.
03Trait
Honest
Direct
Tom Faison thinks of himself as an educator, not a salesperson. The brand voice carries that same straightforwardness.
04Trait
Warm
Human
Real estate is 50% emotional, 50% financial. Every touch — the handwritten note card, the friendly wordmark — keeps the human in the transaction.
4.4/ from those traits
Brand Pillars (Messaging)
The three things this brand always says — the messages every piece of work ladders back to.
01Pillar
Be From Here
The Marketing Tagline
Used across marketing materials. It implies that a potential homeowner will be an instant part of the Faison community — you don’t just move to a block, you become part of it.
02Pillar
Connected. Community.
The Non-Sales Tagline
Reserved for non-sales applications. Reinforces Faison’s commitment to the community — neighborhood sponsorships, civic events, and the connective tissue that keeps DC neighborhoods whole.
03Pillar
Records That Matter
The Proof Point
Twenty-plus years in DC real estate. 104% average list-to-sale ratio. Seven days on market. The brand earns its quiet confidence from numbers, not adjectives.
4.5/ from all of the above
Voice
How the brand sounds out loud — the tone every word inherits.
Neighborly/Direct/Warm/Assured
01From: Neighborly
Be from here. Speak in blocks, not ZIP codes.
02From: Honest
Educate, don’t sell. Tom’s approach is the brand’s approach.
03From: Refined
Quiet authority over volume. Let the record speak: 104% list-to-sale, 7 days on market.
Be from here.
The business system
Business cards, letterhead, note cards, buyers guides, listing packets, door hangers, yard signs, advertisements. Every printed piece a client touched had to carry the same voice.
Deep forest green stock with white typography set in Recoleta. Cream Green as the accent that cuts through. A type system that pairs Recoleta’s warmth with Mabry Pro’s quiet workmanship and Cartograph Mono’s small-data personality.
Business cards
Folios
Listings system
An educator, not a salesperson.
“I know most clients start out thinking of their realtor as a salesperson. I hope that by the close of our first meeting I’m able to change that perception. Substantially. First off, I think of myself as an educator — maybe a ‘tutor’ is more like it. I try to inform my clients about the home buying and selling process. After all, buying a house, especially a 3-bedroom house in the DC area, is 50% an emotional decision, 50% a financial decision.”
— Tom Faison, Founder + Lead Broker
System / Artifacts
The system, in your hands.
Tokens in DTCG format. Figma library. Code package. And a live voice demo so the AI reads this brand back to you, not some generic studio voice.
Voice demo
Hear Faison speak
Pick a prompt to see a response drafted in this brand’s voice.
Shaping the Future, One Visionary Brand at a Time
Workhorse Brands: Built for the Long Run.
For over a decade, we’ve empowered ambitious individuals to build ambitious brands through strategic storytelling, precise aesthetics, and robust systems.
Powerful, authentic, and immersive brands for science, art, and culture since 2014.
For over a decade, we’ve empowered ambitious individuals to build ambitious brands through strategic storytelling, precise aesthetics, and robust systems.
“Brand Sprints” might just be a fancy term, but if it means we deliver fast, impactful results on time, then we’re ready to run.
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