Brand & Design System · June 2026Dana Constance, Founding Creative Director Active · Pre-launch
01 · Color palette
White
#FFFFFF
255·255·255 · CMYK 0/0/0/0
Primary bgStone
#FAFAF9
250·250·249 · CMYK 0/0/0/2
Section bgNear Black
#0F172A
15·23·42 · CMYK 64/45/0/84
AAA 18.1:1Burgundy
#4A1828
74·24·40 · CMYK 0/68/46/71
AA 7.2:1Brand Green
#7DB547
125·181·71 · CMYK 31/0/61/29
Large text onlyDeep Green
#5A8C2E
90·140·46 · CMYK 36/0/67/45
Depth · stability02 · Logo system
Horizontal wordmark — primary logo for all standard use
Full color
Default · white and stone backgrounds
White + Green on Burgundy
Dark/Burgundy section backgrounds
White on Burgundy
Monochromatic · invitations
Burgundy
Warm neutral · parchment · formal docs
Black
Single-color print · fax · engraving
White
Near Black and any dark background
EQ logomark — avatars, favicons, and small-format contexts
Full color
Light backgrounds · default digital
White + Green on Burgundy
Burgundy and dark hero panels
White on Burgundy
Monochromatic dark treatment
Burgundy
Warm neutral · formal docs
Black
Single-color print · emboss · engraving
White
Near Black and any dark background
Do
Maintain min clear space equal to height of "E" on all sides
Use wordmark as primary; EQ icon only for small-format contexts
Use Full Color on white and stone backgrounds
Use White or White+Green on dark and Burgundy backgrounds
Scale proportionally — never stretch or distort
Don't
Recolor the logo or alter individual stroke colors
Place on busy photography without sufficient contrast
Use Brand Green as logo color on a white background
Add drop shadows, outlines, or effects
Use below 120px wide (digital) or 1 inch wide (print)
03 · Typography
Headlines
Inter Bold/Semibold
Sentence case · −2% tracking
Workforce Housing
for Everyone
Subheads
Inter Semibold · 24px / 1.25
Investing for Everyone
Section heads
Inter Medium · 17px / 1.35
01 · Brand Foundation
Body copy
IBM Plex Sans Regular
16px / 1.7
Attainable housing for the workforce, built with transparency and aligned incentives. Every party shares the same goal. Conflict is structural, not personal.
Captions / legal
IBM Plex Sans Light Italic
14px / 1.65
Target returns are projections only and are not guaranteed. Investing involves risk including possible loss of principal.
Data / tables
IBM Plex Mono Medium
14px · right-aligned figures
$10,000 · Target IRR: 12% · Q3 2026 · Min: $100
04 · UI components
Buttons
Badges & tags
Metric cards
Minimum
$100
Per investor
Target IRR
12%
Projection only
Required disclosure
05 · Core values
Alignment
Every party shares the same goal
Transparency
We show our math. We explain our waterfall.
Access
Starting at $10. Plain language, not jargon.
Efficiency
Offsite construction reduces costs for all.
Integrity
SEC compliant. Never promise what we cannot substantiate.
06 · Spacing scale
07 · Voice & tone
Four messaging pillars
Access
Real estate investing has always been for the wealthy. We're changing that — starting at $10.
Alignment
We don't extract margin during construction. Everyone defers to exit.
Transparency
We show you the math. Every cost, every distribution, every fee — agreed before the project begins.
Attainability
Lower construction costs mean lower rents. Better returns and more attainable homes — that's not a trade-off.
Words we never use