What’s inside.
Eight parts. The first three define what the brand is; the middle three define how it is built; the last two show it in the world and say who owns it.
Who we are, why it matters.
Foundation is the spine of the brand. Every decision — creative, commercial, operational — should trace back to one of the statements below. If it doesn’t, it’s optional.
Mission
To make every property feel inevitable — imagery, video, and media that turn listings into landmarks.
Vision
To be the studio of record for the next generation of premium real estate — where architecture, craft, and commerce meet.
Five non-negotiables.
Precision
Every frame is composed, not captured. The difference is deliberate.
Restraint
We show less so more is felt. Whitespace, silence, and edit are design tools.
Craft
We sweat details most studios ignore — the vertical line, the reflection, the final 5%.
Partnership
We work like in-house creative for our clients, not a vendor on a shot-list.
Momentum
Premium doesn’t mean slow. Fast turnarounds, zero friction, reliable delivery.
For premium agents and developers who know their listings deserve more than a shot list, incustudio is the visual media studio that treats every property like a professional commission — producing imagery, video, and digital tools that sell the space before the showing.
Professional real estate media, delivered with studio precision — not service-industry volume.
How the brand feels in the room.
incustudio is the luxury tailor of real estate media. Never loud, always exact. If the brand were a person, it would be the creative director you met at a gallery opening — precise, quietly confident, and impossible to forget.
Confident. Quiet. Considered.
Assured without volume. We earn trust through work, not claims.
Professional. Architectural. Human.
Considered composition. Architectural discipline. Real people behind it.
Loud. Trendy. Generic.
No exclamations, no trend-chasing, no stock aesthetic, no hype.
How we sound, word for word.
The way we speak is part of the product. Every piece of copy — from a DM to a contract — should read as if it came from the same person.
Assured
State the thing. Don’t hedge. “We handle everything from shoot to launch” — not “We try to make things easier when we can.”
Understated
Let the work carry the weight. Specific, not superlative. “48-hour delivery” beats “Lightning-fast turnaround.”
Human
We’re a studio of people, not a platform. Write like a considered professional — not a sales funnel or startup pitch.
How the dial shifts.
| Context | Dial | How it reads |
|---|---|---|
| Website | 70% assured / 30% warm | Short declarative sentences. Specific numbers. No marketing adjectives. The homepage reads like a well-designed report, not a landing page. |
| 80% craft / 20% personality | Captions are one-liners or one paragraph. Hashtags at the bottom, lowercase, restrained. | |
| Client email | 60% human / 40% precise | First-person, first-name basis. State next steps clearly. Always close with a specific action and timing. |
| Proposal | 90% assured / 10% human | Statements of fact, not pitches. Prices stated plainly. The proposal itself should feel like the work. |
| Social DM | 50% assured / 50% warm | Like a real conversation. Name, specific reference, clear next step. Never copy-paste templates. |
Copy freely, adapt by context.
“Delivered in 48 hours, HDR corrected, magazine-ready.”
Specific. Concrete. Shows the standard.
“Book a shoot.”
Three words. Clear action. Nothing more.
“We handle the full production — from composition to final retouch.”
Scope stated without drama.
“A listing is only as good as the first frame.”
Principle-level, human.
“Your listing deserves professional treatment.”
Elevates the client’s own work.
“BLAZING-FAST 24 HOUR TURNAROUND!”
Superlatives, hype voice.
“Click here to book your amazing experience today!”
CTA fluff, hollow adjectives.
“We’re passionate about making your listings pop.”
Passion language, cliché verbs.
“Level up your listings with our game-changing visuals.”
Tech-bro diction, empty signal.
“Stunning! Gorgeous! Breathtaking!”
Stacked superlatives replace specifics.
Who we serve.
Not every agent is our client. The ones we serve best share a specific mindset: they see their listings as portfolios, and themselves as curators. Everything we build is designed for them.
They’ve likely used three photographers before they find us. They’ve been burned by inconsistent quality, cardboard HDR, and 7-day turnarounds. When they see our portfolio, they feel something click — “this is what I’ve been trying to articulate.”
Standard photographers under-deliver on the listings that matter most.
Inconsistent quality shoot-to-shoot — no reliable standard.
Turnaround times kill momentum on hot listings.
Generic, over-processed HDR looks dated in a luxury context.
No brand continuity across their own marketing materials.
Vendors treat them like a transaction, not a partner.
Imagery that reflects their personal brand, not generic “real estate style.”
A partner who anticipates — not just executes.
Confidence that every shoot will hit the standard.
Speed without quality compromise.
Digital assets that work across all channels.
Trigger: an upcoming listing they can’t afford to under-deliver on.
Trigger: seeing a competitor’s portfolio and realising they’re behind.
We never sell — we demonstrate. Every touchpoint should feel like they’ve walked into a gallery, not a sales floor. We respect their taste, we use their language (listing, exposure, lift), and we prove the standard with the work. No asks before the trust is earned.
The grammar of the brand.
A complete identity built on restraint. The wordmark exists in three lockups — horizontal, stacked, and vertical — set in Montserrat. Body copy carries in Raleway. Everything lives in Navy, Gold, White — and a sliver of Red — alternating per environment.
04.1 · The lockups
The horizontal lockup is the default — for headers, signatures, and most digital surfaces. The stacked lockup is the formal voice — for covers, seals, and any setting that wants the mark centred. The vertical lockup places the icon over the wordmark, for tall or square surfaces where stacked reads too wide. All are set in Montserrat: 800 for “incu”, 400 for “studio”.
Every lockup on this page is the actual vector file. The
wordmark is not live Montserrat and cannot be rebuilt as live text — the
“i” carries a round dot where Montserrat sets a square one, and the
letterforms in “studio” are rounder than Montserrat 400. Place the SVG from
_logo-svg-preview/. Live type is a last-resort fallback for surfaces that
cannot carry vector, such as an email signature — never the mark of record.
04.2 · Colour environments
Each lockup is engineered to live on any of the three environments. Navy is the primary stage. Gold is reserved for premium-tier moments. White is the default canvas. The mark recolours to maintain hierarchy — never the other way around. One environment per composition; never blend them.
04.3 · The ten approved treatments
Ten treatments cover every surface the mark will live on. Icon body and dot colours always mirror the wordmark’s primary and secondary colours within each treatment. Never mix across treatments.
01 · Primary — Navy + Gold
Default lockup. Icon: navy body + gold dot.
02 · Reverse — White + Gold on Navy
Default for dark surfaces. Icon: white body + gold dot.
03 · Premium — Gold mono
Premium tier — foil stamps, packaging. On cream only; never on white.
04 · Premium — Gold mono on Navy
Cover treatments where white feels plain. Gold on navy measures 6.25:1 — safe.
05 · On Gold — Navy + White
When the surface is gold. Icon: navy body + white dot.
06 · Mono — Navy
Single-ink — signage, embroidery, engraving.
07 · Mono — Black
Stamps, faxes, single-colour reproduction.
08 · Mono — White on Navy
Reverse mono — minimal, formal.
09 · Accent — Red dot
The “i” dot becomes red — same motif as the icon. Press marker only, inside the 1–5% rule.
10 · Accent — Red dot on Navy
Reverse red-dot accent. Same 1–5% rule applies.
04.4 · The icon
The icon is the third member of the system — used wherever the wordmark is too long to read: app icon, favicon, video bug, social profile, foil seal. One shape, recoloured per environment.
04.5 · Clear space & minimum size
Every mark needs room to breathe. The clear space below is the minimum — never less, more is always fine. Nothing — no text, no edge, no other mark — may enter that zone.
Where the unit comes from
Clear space is never an arbitrary number of pixels — it is measured off the mark itself, so it scales with the mark automatically. Each lockup takes its unit from a different part of the drawing, outlined in red below. Call that unit X. The vertical lockup shares the stacked lockup’s unit — cap-height of “incu” — so it is not shown separately.
X on all four sides
The solid hairline is the mark’s own bounding box. The tinted ring is the exclusion zone, exactly X deep on every side, and the gold block is X at true size. The dashed line is the boundary — the closest anything may come to the mark. Nothing crosses it: no type, no rule, no image edge, no second mark.
The numbers
Measured off the vector files. Use the percentage — it holds at every size, on screen and in print. Clear space is a minimum; more is always correct.
| Mark | Construction unit | Clear space | Minimum · digital | Minimum · print |
|---|---|---|---|---|
| Horizontal lockup | Height of the “i”, dot to baseline | 15% of lockup width | 96 px | 20 mm |
| Stacked lockup | Cap-height of “incu” | 25.5% of lockup width | 120 px | 28 mm |
| Vertical lockup | Cap-height of “incu” | 10.1% of lockup width | 96 px | 20 mm |
| Icon | ½ the height of the dot | 17.5% of icon width | 32 px | 8 mm |
If you are placing the mark and have no way to measure, use the mark’s own height as the margin for the horizontal lockup — the “i” is very nearly the full height of the drawing, so one mark-height of space on every side is right to within a percent. For the stacked lockup and the icon, take a quarter and a sixth of their width respectively. Percentages above are measured off the vector; they are the authority.
On any layout that includes a photograph, the mark sits in a corner at 4–6% of the long edge. It never competes with the image. Gold rules run at 0.5 pt at print sizes. Red does not appear on imagery layouts that include the mark.
Four colours. No more.
Each carries a role: Navy leads, White carries, Gold accents, Red highlights. Gold sits at up to 10% of a composition — hairlines, eyebrows, rules, premium accents. Red sits at 1–5%, reserved for the smallest editorial cues.
Navy 60–70% of any layout. White carries the remaining majority. Gold sits at up to 10% — hairlines, eyebrows, rules, premium accents. Red sits at 1–5% — never on the mark, never as a fill on large surfaces, never on body copy. Reserved for the smallest editorial cues: a callout, a single accent line, an emphasised word.
04.7 · Complementary palette
A set of neutral tones that extend the system without competing with the primary four. Used for body text, secondary surfaces, and dividers — never on the mark, never larger than the primary palette in any composition. These are shipped, not proposed — every one is live in the token set below.
04.8 · Typography
Montserrat carries the wordmark and every level of display, heading, and eyebrow. Raleway carries the reading layer — body copy, captions of length, paragraphs that breathe. The hierarchy below is the system: sizes, line-heights, and tracking together. Used everywhere, never improvised.
Montserrat 400 · 500 · 600 · 700 · 800 · Raleway 400 · 500 · 600. Weight 300 is not loaded in either family — never specify it.
| Level | Wide | Narrow (<900px) |
|---|---|---|
| Display | 64 px | 42 px |
| Heading 1 | 44 px | 32 px |
| Heading 2 | 32 px | 24 px |
| Heading 3 | 22 px | 18 px |
| Body | 16 px | 16 px |
| Heading 4 · card titles | 18 px | 18 px |
| Caption · captions, table cells | 14 px | 14 px |
| Detail · dense meta, codes | 13 px | 13 px |
Eyebrows run in --muted on light grounds and
--gold-300 on navy. Gold is never an eyebrow colour on white —
--gold on --white measures 2.54:1 and fails at every size.
Where a gold eyebrow is wanted on light, use --gold-700 (4.9:1).
The system, machine-readable.
Everything above expressed as named values. Paste into Webflow variables, a Tailwind config, or a CSS custom-property block. Always reference the token, never the hex — a colour written as a literal is a colour that will drift.
Core palette
| Token | Value | Role |
|---|---|---|
--navy | #011E41 | Primary · surfaces, headings |
--white | #FAFAF7 | Carrier · page ground |
--gold | #B29C73 | Accent · rules, eyebrows on dark |
--red | #B23A3A | Highlight · editorial cues only |
Neutrals & surfaces
| Token | Value | Role |
|---|---|---|
--ink | #0F141B | Darkest text / dark surface |
--slate | #686E7A | Secondary UI |
--stone | #E8E2D3 | Soft surface |
--champagne | #EFE4D0 | Premium warm tone |
--rule | #E5E1D7 | Hairlines, dividers |
--muted | #6A6A6A | Eyebrows, header meta, footer |
Text ramp
| Token | Value | Role | On white |
|---|---|---|---|
--text-body | #3A3F48 | Body copy, lede | 10.12:1 |
--text-tertiary | #4A4F58 | Dense tabular text | 7.90:1 |
--text-secondary | #5A5F68 | Captions, meta, sub-labels | 6.14:1 |
Extended ramps
| Token | Value | Role |
|---|---|---|
--navy-900 | #011533 | Deepest navy |
--navy-800 | #021D3F | Gradient start / end |
--navy-600 | #042A55 | Gradient midpoint |
--gold-700 | #87764D | Gold type on light grounds |
--gold-600 | #B8884B | Gold surface |
--gold-300 | #C8AE82 | Gold type on navy |
--red-500 | #C84545 | Badge fill, misuse marker |
--red-200 | #E58D8D | Red on navy |
--surface-cream | #F7F4EE | Specimen stage ground |
--surface-warm | #F4EFE3 | Warm panel |
Alpha
| Token | Value | Role |
|---|---|---|
--on-dark-primary | rgba(255,255,255,.85) | Body copy on navy |
--on-dark-secondary | rgba(255,255,255,.65) | Labels on navy / gold |
--on-dark-rule | rgba(255,255,255,.10) | Dividers on navy |
--on-light-rule | rgba(1,30,65,.10) | Dividers on white |
--shadow-lift | rgba(0,0,0,.18) | Card elevation |
Type & shape
| Token | Value | Token | Value |
|---|---|---|---|
--f-display | 64px / 1.02 / −.018em | --radius-full | 50% |
--f-h1 | 44px / 1.05 / −.012em | --radius-squircle | 24% |
--f-h2 | 32px / 1.10 / −.008em | --radius-pill | 46px |
--f-h3 | 22px / 1.20 / −.005em | --rule-width | 1px |
--f-h4 | 18px / 1.30 | --f-caption | 14px / 1.60 |
--f-body | 16px / 1.60 | --measure | 720px |
--f-eyebrow-lg | 11px / .24em / 700 | --gutter | 56px |
--f-eyebrow-md | 11px / .22em / 600 | --f-detail | 13px / 1.70 |
The floor, not the ceiling.
Contrast, type size, and target size are design inputs — not a pass at the end. Every ratio below is measured, not estimated. Anything failing does not ship.
Contrast on Studio White
| Foreground | Ratio | Verdict | Use |
|---|---|---|---|
--ink | 17.67:1 | AAA | Any size |
--navy | 15.90:1 | AAA | Any size |
--text-body | 10.12:1 | AAA | Body copy |
--text-tertiary | 7.90:1 | AAA | Dense text |
--text-secondary | 6.14:1 | AA | Captions, meta |
--red | 5.64:1 | AA | Editorial accent text |
--muted | 5.10:1 | AA | Eyebrows, footer |
--gold-700 | 4.90:1 | AA | Gold type on light |
--slate | 4.80:1 | AA | Secondary UI |
--gold | 2.54:1 | Fails | Rules and fills only — never text |
Contrast on Studio Navy
| Foreground | Ratio | Verdict | Use |
|---|---|---|---|
--white | 15.90:1 | AAA | Headings, body |
--champagne | 13.20:1 | AAA | Warm text on navy |
--stone | 12.86:1 | AAA | Soft text on navy |
--gold-300 | 8.30:1 | AAA | Gold eyebrows on navy |
--gold | 6.25:1 | AA | Gold type on navy — legal here |
1 · Gold is never text on a light ground.
2 · Minimum type size is 11 px, and only for uppercase Montserrat 600+
with ≥.20em tracking. Nothing smaller ships.
3 · Every text/ground pair measures ≥4.5:1. Display type at 24px+ bold may use 3:1.
4 · Meaning is never carried by colour alone — red marks something editorial,
but it must also be marked by position, label, or type.
5 · Touch targets ≥44 pt on mobile, ≥24 pt on desktop.
Extract every colour and font size from the artefact and compare against the token tables. Anything the extraction returns that is not in section 05 is a finding.
grep -oiE '#[0-9a-f]{3,8}' file
grep -oE 'font-size:[^;}]+' file
Two tokens were darkened against v2 to clear the AA floor:
--muted moved from #7A7A7A (4.10:1, failing) to
#6A6A6A, and --slate from #6E7480 (4.49:1,
failing by 0.01) to #686E7A. The undefined #A3A3A3 used on
specimen labels in v2 measured 2.41:1 at 9 px and has been removed from the
system entirely.
How the system feels when it touches a surface.
Note the colour rotation — the same identity reads differently across white, navy, and gold contexts without losing its centre.
07.1 · Stationery
edwing@incustudio.com · incustudio.com
Boston · NYC
edwing@incustudio.com · incustudio.com
Boston · NYC
07.2 · The brand in the field
How the system reads on the surfaces that matter to a real estate media studio — apparel, on-site signage, delivery materials, and the touchpoints between the photographer, the agent, and the property. The mark stays small. The work always leads.
Crew kit · navy canvas strap with white embroidered wordmark. The mark sits at the rib, low-key, working alongside the camera — never competing with it.
On-site signage · navy panel with brushed gold wordmark and a thin gold hairline rule. Reserved for the listings we shoot — never as generic ads.
Hallmark deliverable · gold-foil debossed wordmark on heavyweight navy stock. For top-tier clients receiving printed proofs and select prints.
Field kit · single white wordmark on a navy panel, no other graphics. The truck arrives looking like the studio — not a billboard.
Crew uniform · white embroidery on navy cap, tonal navy embroidery on linen shirt. Subtle on-set; recognisable on portfolio set.
Editorial proposal · debossed gold-foil wordmark on navy cloth, opened to a property cover spread. Reserved for new-client pitches and partnership decks.
07.3 · Marks in application
The icon, the wordmark, and the stacked lockup composed onto the surfaces that matter — each respecting the clear-space and minimum-size rules from 04.5. Every mark below is the actual brand asset, sized to its proper proportion.
Gold on navy. Icon at 60% of the rounded square.
White on navy. Icon at 54% of the circle.
Navy icon debossed on brushed gold, full clear-space ring.
Red-dot variant. Never a primary mark — always inside the 1–5% rule.
A4 stationery. Stacked lockup top-left, icon top-right at full clear space, gold-rule footer.
Stacked lockup foil-stamped centred on navy cloth, full clear-space ring around the mark.
07.4 · Never do this
Six failures, each shown once. If a proposed treatment resembles one of these, it is the wrong treatment.
This document is a living system — it evolves with the studio.
Nothing here is sacred except the principle: less, but better. If you find yourself unsure whether something belongs, the answer is usually no. When in doubt, remove.
Edwing Hidalgo
Creative Director
Quarterly
Next review · November 2026
edwing@incustudio.com
incustudio.com
Every colour and type value is now a named token — no
literal hex anywhere in this document. The complementary palette is promoted from
proposed to shipped. Section numbering is corrected. Two neutrals were darkened to
clear WCAG AA, and the undefined #A3A3A3 label grey was removed. The
minimum type size is now 11 px — v2 ran labels at 7–10 px. Gold and red swapped
composition bands: gold up to 10%, red 1–5%. New sections: 05 Design Tokens and
06 Accessibility.