Brand

The THOMAS®
visual language.

Colors, type, voice, and components — the official system every THOMAS deliverable should look and sound like.

01 — Palette

Monochrome.
The photo is the color.

White, near-black, and a couple of warm off-whites. No accent color. The brand recedes so the work pops.

#FFFFFF
Paper · Base
Primary background
#F6F5F1
Paper 2
Section contrast, cards
#ECEBE6
Paper 3
Subtle bands, placeholders
#E2E1DC
Line
Borders, hairlines
#6B6B65
Muted
Secondary text
#141414
Text
Body copy
#1D1D1D
Ink Soft
Hover, accents
#0C0C0C
Ink · Brand
Buttons, headlines, marks
— · —
Photography
The color comes from the work

Rule of thumb: if a layout introduces any color other than these neutrals, it should come from a photograph or video — never a graphic element. The brand stays out of the way.

02 — Typography

Three voices.
Each one earns its place.

Anton Display · Headlines · UI 400 · condensed
Aa · Stop marketing your building.
Fraunces Italic Accent · Emotion · Counterpoint 400 italic
Aa · like it's 2015.
Epilogue Body · UI text · Captions 400 / 500 / 600
Aa — Drone shots nobody watches. Listing photos that look like every comp on the block. We're the full-stack content, social, and leasing engine that gets buildings stabilized faster.

Stack: Anton for display (condensed, editorial, demands attention). Fraunces italic for accent moments. Epilogue for everything readable. All three are free on Google Fonts.

04 — Voice

Direct. Punchy. Anti-agency.
Owner-first, every line.

Sounds like THOMAS
  • "Stop marketing your building like it's 2015."
  • "We don't post and pray."
  • "Every dollar tracked to a signed lease."
  • "Not a vendor. Your marketing department."
  • "Drone shots nobody watches."
Doesn't sound like THOMAS
  • "We leverage cutting-edge solutions to drive ROI."
  • "Industry-leading multifamily marketing services."
  • "Our team of experts works tirelessly to deliver results."
  • "Comprehensive omnichannel engagement."
  • "Synergize your asset's potential."

Tone rules: name an enemy (templated agencies, generic listings, $30K SEM). Speak to the owner / operator / developer directly. Use the second person. Cap a section with a punchline in bold. Italic gold serif for emotional counterpoint — sparingly.

05 — Components

The pieces.
How the brand shows up in product.

Buttons
Primary CTA Secondary CTA Nav button
Pill tags
4K CinematicDroneLifestyle3D
Stat block
95%+Stabilized
4.6M+Impressions
<$7KSEM spend
Quote

"That's the best social media campaign I've ever seen."

Regional Director · Greystar

06 — Assets

Want the files?

The full brand kit (logo files, font specimens, color palette swatches) is built from this site. Hit the link for anything you need.

james@thomasproductionsco.com · 561.386.0962