Round one · creative directions
Three directions, the same five screens.
Each direction has a name and mark, a type and colour system, a mood board, and is applied to the marketing home page, the signed-in home, a dossier, the comparison, the closing-cost breakdown and the iPhone inspection screen. Judge them side by side.
Direction 1
Meridian
Ink, heavy paper and brushed brass. A line of longitude is the journey: one continuous meridian through every screen, the point of arrival marked in brass. Editorial, precise, unhurried. The house style of this site.
Type
Aa 4.85m
IRR 7.4% · $19,500/mo
- Bodoni Moda: headlines and key numbers, high contrast, optical sizes
- Inter: interface text, tabular figures throughout
- IBM Plex Mono: data labels and provenance
Colour
#111214Paper#f3efe7Vellum#e9e2d4Brass#9c7a44Gain#2f6b4fLoss#9a3b32Mood board
Five key screens and the inspection app
Manhattan · The Hamptons
Every property decision, considered.
Sign up freeGood evening · New York · USD · sq ft
$11.6m
Portfolio, up 7.4%
The Franklin Loft
Pass at this price · Confidence High
- Amagansett Dune Cottage7.8%
- Sagaponack Shingle House6.3%
- The Franklin Loft3.0%
- Bank Street Two-Bedroom1.8%
$1.41m
Cash needed at closing
Inspection · Room 4 of 14
Kitchen
- Cabinets and countersDone
- Appliances testedDone
- Moisture under sinkModerate · $1.2–2.5k
- Ventilation to exteriorCheck
Direction 2
Provenance
Deep Atlantic green and parchment, like a family office's ledgers and the endpapers of a fine book. The journey is a chain of custody: every number carries its seal of where it came from.
Type
Aa 4.85m
IRR 7.4% · $19,500/mo
- Cormorant Garamond: headlines, literary and calm
- Inter: interface text with tabular figures
- IBM Plex Mono: sources and seals
Colour
#123c38Parchment#f1ece0Linen#e3dccbVerdigris#5c8a7fGain#2f6b4fLoss#8f3f36Mood board
Five key screens and the inspection app
Manhattan · The Hamptons
Every property decision, considered.
Sign up freeGood evening · New York · USD · sq ft
$11.6m
Portfolio, up 7.4%
The Franklin Loft
Pass at this price · Confidence High
- Amagansett Dune Cottage7.8%
- Sagaponack Shingle House6.3%
- The Franklin Loft3.0%
- Bank Street Two-Bedroom1.8%
$1.41m
Cash needed at closing
Inspection · Room 4 of 14
Kitchen
- Cabinets and countersDone
- Appliances testedDone
- Moisture under sinkModerate · $1.2–2.5k
- Ventilation to exteriorCheck
Direction 3
Keystone
Graphite and champagne for the evening: a members' lounge first, a daytime screen second. The keystone is the stone that holds the arch, the one figure that decides. Architectural, quiet, nocturnal.
Type
Aa 4.85m
IRR 7.4% · $19,500/mo
- Instrument Serif: headlines, condensed and modern
- Inter: interface text with tabular figures
- IBM Plex Mono: figures in data tables
Colour
#17181bSmoke#24262aChampagne#cdb891Bone#ece6daGain#86b79dLoss#d48d80Mood board
Five key screens and the inspection app
Manhattan · The Hamptons
Every property decision, considered.
Sign up freeGood evening · New York · USD · sq ft
$11.6m
Portfolio, up 7.4%
The Franklin Loft
Pass at this price · Confidence High
- Amagansett Dune Cottage7.8%
- Sagaponack Shingle House6.3%
- The Franklin Loft3.0%
- Bank Street Two-Bedroom1.8%
$1.41m
Cash needed at closing
Inspection · Room 4 of 14
Kitchen
- Cabinets and countersDone
- Appliances testedDone
- Moisture under sinkModerate · $1.2–2.5k
- Ventilation to exteriorCheck
How we'll judge them
Put each beside the best private-bank, luxury and fintech products in the world. It should look at home among them and clearly better than every property tool we compete with. Someone seeing it for the first time should assume it's expensive, trustworthy and years ahead, and understand what it does within ten seconds.
Photography is to be commissioned: the plates here are fine-line stand-ins drawn to the brief (facades at dusk, light across shingle). Once a direction is chosen, the full design system follows in Figma: components, chart styles, motion, light and dark themes, phone to large desktop, and a clickable prototype from discovery to a shared memo.