Brand Guidelines2026 · Version 1.0Prepared by Lead Laundry
Section 02
Brand Story
Who Property 88 is, why it exists, and the idea every expression of the brand must serve.
The buyer’s side of the table.
Every premium off-the-plan project on the Gold Coast is sold by someone who works for the developer. Property 88 exists for the person writing the cheque. Angelo Torrisi’s twenty years of developer relationships open the doors — but he walks through them on your behalf.
For discerning buyers and investors of premium Gold Coast apartments, Property 88 is the private property concierge that guides you from first conversation to settlement and beyond — one trusted advisor, a hand-picked portfolio of projects, and access earned through relationships. Unlike project marketers who answer to developers, or generalist buyer’s agents who don’t live in this product, Property 88 sits beside you for the entire journey.
Brand personality
AssuredDiscreetWarmConsultativePrecise
Messaging pillars
One advisor, end to end
A named human — Angelo — from the first conversation to settlement day and after. No handoffs, no call centres, no “your enquiry has been forwarded.”
ProofPersonal mobile access · contract walk-throughs · construction-milestone updates · settlement and leasing coordination.
Access through relationships
Two decades of developer relationships mean early allocations, the right stack and floorplan, and conversations that start before the display suite opens.
ProofLaunch-phase allocations at Monarch Place and Nera · developer-direct intelligence · off-market positioning.
Selective by design
A concierge can’t serve everyone. Property 88 represents a small number of projects at a time — each one vetted on developer track record, builder, body corporate design, and resale fundamentals.
ProofTwo launch projects, not twenty listings · published vetting criteria · “we decline more projects than we represent.”
On your side of the table
Education before persuasion. Sunset clauses explained, valuation risk addressed honestly, timelines given straight. The advice would be the same if no sale followed.
ProofConflict-aware buyer content · transparent comparable data · a consultation that asks about you before it shows you anything.
Who we speak to
Equity Shifter
Interstate, 45–58
Sydney and Melbourne equity-rich professionals buying remotely. Lead message: “Buy better than Sydney — with someone on the ground who already knows the developer.”
Lock-and-Leave Downsizer
Local, 60–75
Selling the family home, buying certainty and amenity. Lead message: “One person who answers the phone for the whole two-year build.”
First-Rung Premium
Professional, 30–42
High-income, first premium purchase. Lead message: “Your first premium purchase, made with a guide who’s done this a hundred times.”
Boilerplate
Property 88 is the Gold Coast’s private property concierge. Led by Angelo Torrisi, the practice represents a hand-picked portfolio of premium residences — currently Monarch Place and Nera — and guides buyers personally from first conversation to settlement and beyond. One advisor. Genuine access. Always on your side of the table.
Click to copy · 50 words
Section 03
Logo Usage
The Property 88 mark is gold on midnight by default. Use the suite below — never recreate, redraw, or restyle the logo.
Primary lockup
Gold landscape lockup on dark is the primary expression. On light surfaces, use the black landscape version — toggle above to preview.
Clear space & minimum size
1× icon height1× icon height
Rules
Keep clear space of at least 1× the “88” icon height on all sides. Minimum size: 32px height for the landscape lockup, 24px height for the icon alone. Below these sizes, legibility of the wordmark fails — switch to the icon.
Variants
Landscape · gold on dark (primary)
Landscape · black on light
Landscape · white (mono, photo overlays)
Stacked · gold (covers, social)
Icon · gold (favicons, avatars)
Icon · white (mono contexts)
Incorrect usage
Don't stretch
Don't rotate
Don't add effects
Don't recolour
Don't use busy backgrounds
Don't crop
◆
Source files: current masters are PNG. Request the vector (SVG/AI) suite from the client before print or large-format use — PNG masters should not be scaled beyond 2× native size.
Section 04
Color Palette
Quiet gold on midnight. Warm near-blacks carry the weight; champagne gold is jewellery — if more than a tenth of a viewport is gold, pull back.
Click any swatch to copy its hex value. Hover for RGB and HSL.
Aa Regular400 — body copyAa Italic400i — quotes, captionsAa Semibold600 — kickers, buttons, navAa Bold700 — table heads, strong
Type scale
Level
Size
Weight
Line height
Tracking
Face
Display
64px
600
1.05
-0.01em
Cormorant Garamond
H1
44px
600
1.15
-0.005em
Cormorant Garamond
H2
34px
600
1.2
0
Cormorant Garamond
H3
26px
600
1.3
0
Cormorant Garamond
H4
20px
600
1.4
0
Cormorant Garamond
H5
16px
600
1.5
0.01em
Cormorant Garamond
H6
13px
600
1.5
0.18em
Montserrat
Body
16px
400
1.7
0.01em
Montserrat
Small
14px
400
1.6
0.01em
Montserrat
Caption
12px
400
1.5
0.04em
Montserrat
Display scales down ~25% on mobile (64 → 42px; h1 44 → 32px). Kickers and overlines: Montserrat 600, 13px, uppercase, 0.18em tracking, gold. Display numerals render in Cormorant (“28 levels”, “from $1.2M”).
In combination
Chevron Island · Now selling
Nera Residences — barefoot luxury, 28 levels above the river
Eighty-seven boutique residences by Bastion Property Group and Plus Architecture. Two-bedroom homes from $1.2 million; half-floor skyhomes from $2.2 million. Construction is underway, with completion expected in 2027.
Photography carries the warmth so the interface can stay dark and quiet. Architecture, water, and dusk light — shot like an editorial, not a brochure.
Direction
Do — dusk architecture
Towers and facades at golden hour or blue hour. Warm interior light against deepening sky. Strong lines, generous negative space.
Do — water & horizon
River, ocean, and pool surfaces in low light. Calm, reflective, expansive — the lock-and-leave promise made visual.
Do — quiet moments
Candid, unposed residents and Angelo in conversation. Natural light, real interiors, hands on a contract — service made tangible.
Don’t — stock theatre
No staged handshakes, no models grinning at laptops, no champagne-toast clichés. If it looks like stock, it reads like a volume shop.
Don’t — oversaturation
No HDR punch, electric-blue pools, or lurid sunsets. The grade is warm and restrained — wealth whispers.
Don’t — urgency overlays
No “selling fast” banners, countdown stickers, starbursts, or price flashes burned into imagery. Ever.
Treatment
Grade toward warm shadows (the ink scale: #0B0A08–#221F1A) with soft golden highlights. On dark layouts, images may sit under a midnight-fade scrim (up to 40% at the text edge) to protect type contrast. Gold duotone is permitted for background texture only — never for project photography. No borders or rounded corners beyond the standard 2px radius.
Aspect ratios
21:9
Hero, full-bleed
16:9
Section feature
4:5
Project cards, social
1:1
Thumbnails, avatars
Section 07
Iconography
Thin-stroke line icons with elegant curves — drawn, not stamped. Lucide-style geometry at a 1.25px stroke keeps icons jewellery-light against the dark ground.
Style
Stroke
1.25px on a 24×24 grid (1.5px minimum at 16px render size). Round caps and round joins, always. No fills except the active state.
Color
Default gold #D2BB73 on dark; muted #97907D for secondary chrome; hover lifts to #E8D389. One color per icon — no two-tone.
Character
Slightly elongated proportions, generous interior space. Decorative diamond bullets (◆) may punctuate lists; never emoji.
Core set
Arrow
Check
Close
Menu
Search
Heart
Star
Email
Phone
Location
Calendar
Profile
Sizes
16px · inline
24px · standard
32px · feature
Section 08
Brand Voice & Tone
The voice of an advisor, not a marketer. Australian English, sentence case, no exclamation marks, no urgency theatre. Every claim provable — if it can’t be sourced, it isn’t said.
Personality spectrums
Assured
never boastful
Discreet
never vague
Warm
never familiar
Consultative
never salesy
Precise
never technical
Voice attributes
Confidence comes from specifics, never superlatives.
“Nera is 28 levels and 87 residences — six of them half-floor skyhomes.” Not “the most spectacular tower the Gold Coast has ever seen.”
Precise numbers and names where it matters; restraint everywhere else.
“Two-bedroom residences from $1.2 million.” Not “options to suit every budget — enquire now.”
Courteous and personal; never matey, never emoji.
“I’ll walk you through the contract before you sign anything.” Not “Hey mate, let’s lock this in!”
Ask, listen, then advise. Questions before claims.
“Before I show you anything — is this a home, an investment, or both?” Not “You need to see what just hit the market.”
Explain sunset clauses in plain English; never hide behind jargon.
“A sunset clause is the date the developer must finish by — here’s what happens if they don’t.” Not “standard s.21 sunset provisions apply.”
Writing rules
Do
Sentence case headlines; uppercase letterspaced kickers for section labels
State numbers plainly and precisely — “from $1.2 million”, “28 levels, 87 residences”
First person singular for Angelo (“I’ll walk you through the contract”); first person plural for the practice
Explain before you ask — “So I only show you residences that fit, may I ask…”
Australian English spelling throughout
Don’t
No exclamation marks — anywhere, in any channel
No urgency theatre: “don’t miss out”, “limited time”, “act now”
No emoji, no matey familiarity, no ALL-CAPS shouting
No vague superlatives — “stunning”, “unparalleled”, “world-class” without proof
No unprovable claims of any kind
Banned phrases
financial freedomhot opportunitysecure your futureonce in a lifetimeluxury living at its finestdon’t miss outlimited timeact now
In voice / out of voice
In voice
“Monarch Place is one of two projects we currently represent. Here’s why it earned its place.”
Out of voice
“🔥 AMAZING opportunity at Monarch Place — these won’t last!!”
Tone by context
Marketing & site copy
Assured and editorial. Specifics over adjectives. One idea per section. Example: “Two-bedroom residences from $1.2 million. Construction underway; completion expected 2027.”
The Concierge (bot & consultations)
Warm-precise, speaking as the concierge desk (“we”). Asks about the person before showing property, explains why it asks, and always offers the human exit: “Would you like Angelo to call you personally?”
Support & process updates
Calm, factual, dated. “Level 14 slab poured this week. Next milestone: facade commencement, expected August.” Bad news is delivered straight, with the plan attached.
Social & email
Same restraint, shorter form. No hashtag walls, no countdowns. A single image, a precise line, an invitation to talk.
Section 09
UI Components
How the system lands in the interface: border-based depth, near-square corners, gold reserved for action and emphasis. These previews mirror what the build pipeline produces.
Buttons
Primary: gold fill, ink text, 2px radius, hover lifts to #E8D389 over 250ms. Labels are Montserrat 600, 13px, uppercase, 0.12em tracking.
Form inputs
Underline fields: transparent background, 1px bottom border, gold on focus. Labels use the kicker style.
Card
Chevron Island · Now selling
Nera Residences
87 boutique residences across 28 levels. Two-bedroom homes from $1.2 million.
Alerts
Consultation booked
Angelo will call you Thursday at 10am. A calendar invitation is on its way.
Document expiring
Your pre-approval lapses in 30 days. We’d suggest renewing before the contract date.
Something went wrong
Your enquiry didn’t send. Please try again, or call Angelo directly.
Construction update
Level 14 slab poured this week. Next milestone: facade commencement.
Badges
Now sellingHalf-floor skyhomeCompleted 2027
Navigation
Nav links: Montserrat 600, 13px, uppercase, muted → gold on hover/active with a 1px gold underline offset 6px. Below 1024px the nav becomes a full-screen dark overlay with large Cormorant items.
Section 10
Contact & Credits
Custodians of this document and where to direct brand questions.
Client
Property 88 Angelo Torrisi — Principal Gold Coast, Queensland property88.com.au
Prepared by
Lead Laundry Brand, web & growth leadlaundry.com.au
Using this document
This guide is the single source of truth for the Property 88 identity. The companion Property88-brand.json carries the same tokens in machine-readable form (CSS custom properties, Tailwind config, W3C design tokens) and feeds the website build pipeline directly. When the guide and any downstream artefact disagree, this guide wins. Questions, exceptions, and new applications: raise them with Lead Laundry before shipping.
Property 88 — Brand GuidelinesJune 2026 · Version 1.0
