Brand & Design System · June 2026Dana Constance, Senior Creative & Marketing Lead 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, all 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