{ "brand": { "name": "Sapphire Luxury Homes & Landscaping", "shortName": "Sapphire", "tagline": "Building Dreams. Changing Lives.", "website": "sapphireluxuryhomes.com", "founded": "November 12, 2012", "founder": "Randy Najjar", "headquarters": "775 Industrial Ct, Bloomfield Hills, MI 48302", "phone": "248.930.9300", "teamSize": 26, "geography": "Oakland County, Michigan", "annualVolume": "10–12 custom homes + 1 annual model home", "priceRange": "$3M–$10M", "sweetSpot": "$4M–$5M", "minimumEngagement": "$2M excluding land", "buildDuration": "18–24 months", "contractType": "Fixed price" }, "mission": "Sapphire designs and builds turnkey luxury homes in Southeast Michigan — fully integrated under one roof, fully complete at key exchange.", "vision": "To be the new standard of luxury home building — where every decision is made before a shovel hits the ground, and every home is move-in ready on day one.", "bhag": "3x33 — Three markets by 2033.", "values": [ { "number": "01", "name": "Turnkey or it didn't ship", "meaning": "The home is either complete — landscaped, furnished, ready to live in — or it is not delivered." }, { "number": "02", "name": "One roof, one team", "meaning": "Every discipline that touches a Sapphire home lives inside Sapphire." }, { "number": "03", "name": "Fixed price, no surprises", "meaning": "The client knows what the home costs the day they sign." }, { "number": "04", "name": "Take care of the client beyond the contract", "meaning": "The relationship does not end at key exchange." }, { "number": "05", "name": "Craft is the long game", "meaning": "Every choice is made for the home a client will live in for the next 20 years." } ], "colors": { "primary": [ { "name": "Sapphire Black", "hex": "#000000", "rgb": [0, 0, 0], "cmyk": [0, 0, 0, 100], "usage": "Primary brand color. Hero backgrounds, headers, type on white, lion mark." }, { "name": "Sapphire White", "hex": "#FFFFFF", "rgb": [255, 255, 255], "cmyk": [0, 0, 0, 0], "usage": "Primary background, type on black, breathing room." }, { "name": "Sapphire Gold", "hex": "#B49B5C", "rgb": [180, 155, 92], "cmyk": [35, 35, 75, 5], "usage": "Accent only. Section numbers, highlighted words in titles, eyebrow tags, dividers. Muted and warm — antique gold, not bright metallic." } ], "rules": [ "Dark backgrounds with white type for hero sections, cover pages, section dividers.", "White backgrounds with black type for body content and readability sections.", "Gold is an accent only — never a body color, never a background for content, never a logo fill.", "No gold logo variant exists. The lion mark and wordmark are always black or white.", "Do not invent new colors. Sample from sapphireluxuryhomes.com when extending." ] }, "typography": { "headingFont": { "family": "Nobel", "designer": "Tobias Frere-Jones (Frere-Jones Type LLC)", "license": "FJT Desktop EULA v3.1", "usage": "All headings, section titles, labels, eyebrow tags, numbered lockups, navigation, and display text. Always ALL CAPS for headings.", "approvedWeights": [ { "weight": "Light", "css": 300, "style": "normal", "file": "Nobel-Light.otf" }, { "weight": "Light Italic", "css": 300, "style": "italic", "file": "Nobel-LightItalic.otf" }, { "weight": "Regular", "css": 400, "style": "normal", "file": "Nobel-Regular.otf" }, { "weight": "Regular Italic", "css": 400, "style": "italic", "file": "Nobel-RegularItalic.otf" }, { "weight": "Bold", "css": 700, "style": "normal", "file": "Nobel-Bold.otf" }, { "weight": "Bold Italic", "css": 700, "style": "italic", "file": "Nobel-BoldItalic.otf" } ] }, "bodyFont": { "family": "Halyard Display", "usage": "All body copy, paragraphs, descriptions, and running text in digital and web contexts.", "approvedWeights": [ { "weight": "Regular", "css": 400, "style": "normal", "file": "HalyardDisplay-Regular.ttf", "webFiles": ["HalyardDisplay-Regular.woff2", "HalyardDisplay-Regular.woff"] } ] }, "printBodyFont": "Nobel Regular (standard case) — use when Halyard Display is not available", "fontSizes": { "heroTitle": { "min": "42px", "max": "56px", "note": "Nobel Light, ALL CAPS" }, "sectionTitle": { "min": "28px", "max": "36px", "note": "Nobel Regular, ALL CAPS" }, "subsectionTitle": { "min": "18px", "max": "24px", "note": "Nobel Regular, ALL CAPS" }, "eyebrowTag": { "min": "11px", "max": "13px", "note": "Nobel Regular, ALL CAPS, Sapphire Gold" }, "bodyText": { "min": "15px", "max": "17px", "note": "Halyard Display Regular, standard case" }, "caption": { "min": "12px", "max": "14px", "note": "Halyard Display Regular" }, "utilityText": { "min": "10px", "max": "12px", "note": "Nobel Bold for legibility at small sizes" }, "navLink": { "min": "14px", "max": "16px", "note": "Halyard Display Regular" }, "buttonLabel": { "min": "11px", "max": "13px", "note": "Nobel Regular, ALL CAPS" } }, "rules": [ "Headings: Nobel ALL CAPS. Light for large display, Regular for section heads, Bold for small legibility situations (footer contact info, fine print).", "Body: Halyard Display Regular, standard case, comfortable line height. Never all caps for paragraphs.", "Never use Halyard Display for headings, labels, or display text. Those are Nobel.", "Never use Nobel Bold for large display headings. Bold is for small utility text only.", "Do not introduce letter-spacing or kerning adjustments.", "Do not use condensed variants or any weights not listed above." ] }, "stylisticHeaders": { "compoundHeader": { "description": "Two words in ALL CAPS with no space between them. First word is white (on dark) or black (on light). Second word is Sapphire Gold.", "example": "TURNKEYLUXURY", "font": "Nobel Light or Regular, ALL CAPS", "rules": ["No space between the two words.", "Gold is always the second word — the payoff."] }, "stackedHeader": { "description": "Two words or phrases stacked vertically with minimal line height. Top line is white/black (background-dependent). Bottom line is Sapphire Gold.", "example": ["BUILDING DREAMS", "CHANGING LIVES"], "font": "Nobel Light, ALL CAPS", "lineHeight": "0.95 or tighter" }, "subheading": { "description": "ALL CAPS subheading where the final word is Sapphire Gold and italic. Rest is white/black (background-dependent).", "example": "REDEFINING LUXURY AGAIN", "goldWord": "AGAIN", "font": "Nobel Light, ALL CAPS. Final word in Nobel Light Italic." } }, "logo": { "officialLogos": [ "Full Logo: Lion crest + 'Sapphire Luxury Homes & Landscaping' wordmark", "Short Logo: Lion crest + 'Sapphire' wordmark", "Lion Crest: Standalone lion-and-shield mark" ], "note": "These are the ONLY official Sapphire logos. No other marks, lockups, or variations should be used.", "colorVariants": ["White on dark backgrounds", "Black on light backgrounds"], "rules": [ "No gold logo variant exists. The lion is always black or white.", "Full logo for formal applications and first impressions: email signatures, print ads, business cards, proposals, signage.", "Short logo when context is clear and simplicity matters: interior pages, web headers, social avatars, secondary placements.", "Lion crest alone when the Sapphire brand has already been established: favicon, watermark, secondary accent.", "Clear space around logo: at least half the height of the lion mark.", "Never rotate, skew, stretch, recolor, add effects to, or reduce opacity of the logo." ], "minimumSize": { "fullLogoHorizontal": { "digital": "120px width", "print": "35mm width" }, "fullLogoVertical": { "digital": "80px width", "print": "25mm width" }, "shortLogoHorizontal": { "digital": "100px width", "print": "30mm width" }, "shortLogoVertical": { "digital": "60px width", "print": "20mm width" }, "lionCrestAlone": { "digital": "24px width", "print": "8mm width" } }, "clearSpace": "Minimum clear space around any logo = half the height of the lion mark.", "lionMark": { "description": "The lion crest has a built-in white border around the shield. It is never inverted or recolored.", "darkBackground": "White border provides contrast, black fill disappears into background.", "lightBackground": "White border disappears, black fill provides contrast.", "rule": "The same file works on any background. Never create an inverted, outlined, or recolored version." }, "retiredNames": [ "Sapphire Luxury Homes (without '& Landscaping')", "Sapphire Landscaping (standalone)", "Sapphire Homes", "Sapphire Building" ], "companyNameUsage": { "formal": "Sapphire Luxury Homes & Landscaping", "bodyCopy": "Sapphire", "neverUse": ["Sapphire Homes", "Sapphire Luxury Homes"] } }, "numberedLockup": { "description": "Sapphire's signature visual device. Large gold numbers (01, 02, 03) with an uppercase label and body copy beneath.", "format": "Two-digit numbers with leading zero. Set in Nobel, large, in Sapphire Gold.", "rules": [ "Use for steps, lists, features, and process flows.", "Pair each number with an ALL CAPS label and 1–2 sentences of body copy.", "Never replace with generic icons (compass, house, key, wrench, calendar)." ] }, "voice": { "summary": "Sapphire sounds like a confident professional who has done this thousands of times and doesn't need to convince you. Not a salesperson. Not a luxury magazine. A confident professional.", "pillars": [ { "number": "01", "name": "Confident, never boastful", "rule": "State facts. Skip superlatives. The work tells you." }, { "number": "02", "name": "Plain-spoken, never fancy", "rule": "Talk to the client like the intelligent adult they are." }, { "number": "03", "name": "Specific, never vague", "rule": "A real number, a real material, a real time frame, a real name. Always." }, { "number": "04", "name": "Warm, never cold", "rule": "Warmth comes from care and attention, not exclamation points." } ], "canonicalPhrases": { "integration": "Everything under one roof. No coordinating between separate firms, no gaps, no handoffs.", "turnkeyDelivery": "Your home is fully finished, furnished, and ready to live in the day you receive the keys.", "continuedCare": "Our commitment doesn't end at closing.", "landscape": "Designed as part of the home — not after.", "process": "Clear vision. Perfect execution.", "approach": "Collaborative. Guided. Intentional.", "confidence": "Confidence before we build.", "changeOrders": "No surprises. We won't do anything until you've been able to review and sign off.", "luxury": "We believe luxury should be effortless.", "transition": "We curate a seamless transition into your new life." }, "preferredWords": { "home": "not 'house'", "build": "not 'construction' in client-facing copy", "client": "during/before build", "homeowner": "after key exchange", "keyExchange": "not 'closing'", "turnkey": "the brand word for move-in ready", "underOneRoof": "not 'integrated' or 'one-stop'", "estate": "for the largest homes", "fixedPrice": "not 'flat-rate' or 'all-in'", "foreverHome": "use sparingly instead of 'dream home'" }, "bannedWords": [ "affordable", "cheap", "value (as in 'great value')", "budget-friendly", "low-cost", "stunning", "breathtaking", "jaw-dropping", "exquisite", "opulent", "best-in-class", "world-class", "premier", "elite", "synonymous with luxury", "second to none", "unparalleled", "bespoke", "curated (unless literally true)", "artisanal", "handcrafted (unless literally true)" ], "bannedPhrases": [ "We treat every client like family", "Your vision, our expertise", "Imagine waking up in...", "Picture yourself..." ], "formatRules": [ "Use numerals for specifics: 5,000 sq ft, 18 months, 26-person team, $4M to $5M.", "No exclamation points in marketing copy.", "No emoji in formal writing. Acceptable sparingly in Instagram captions only.", "Short sentences. Declarative. Confident. Unhurried.", "Paragraphs: 3–4 sentences max in marketing copy." ] }, "photography": { "rules": [ "Every photograph must be a real Sapphire home. Never stock photography.", "The home is the hero. Lifestyle moments are secondary.", "Wide cinematic shots: drone, dusk, golden hour preferred.", "Detail shots: materials, joints, hardware, finishes.", "Interior wide shots: show volume, light, architectural rhythm.", "Bright, natural daylight. Sapphire is not a dark-and-moody brand." ], "avoid": [ "Generic stock photography.", "Heavy filters or color grading that distorts natural color.", "Over-saturated greens in landscape photography.", "Tight close-ups of luxury cliches (champagne, watches).", "Identifiable people without explicit permission." ] }, "renders": { "description": "Sapphire-approved 3D renders may be used in place of or alongside photography for digital and print designs.", "rules": [ "Renders must accurately represent Sapphire architectural style and quality.", "Natural lighting and realistic materials. No cartoonish or stylized rendering.", "Treat renders with the same editorial standards as photography." ] }, "layout": { "principles": [ "Generous whitespace — never cram.", "Black-and-white dominant with gold as the rare highlight.", "Photography as the hero — let the home do the work.", "Left-aligned text for body copy; centered acceptable for headlines and covers.", "Single-column or two-column grids — never busy multi-column layouts.", "Text over photography only with a dark overlay/scrim panel." ], "iconography": [ "The lion crest as the brand mark.", "Numbered lockups (01, 02, 03) as the step/feature device.", "Thin horizontal gold rules as section dividers.", "Black/gold/white color blocking as layout vocabulary." ], "doNotUse": [ "Generic vector icons.", "Decorative flourishes, scrollwork, or ornaments.", "Patterns or textures.", "Drop shadows on logos or text." ] }, "metadata": { "lastUpdated": "2026-05-28", "maintainer": "Adrian Kizy", "contact": "adrian@twelve89.com", "note": "This file is the machine-readable companion to the Sapphire Brand Resource Center. Import it into AI tools, design systems, or applications to enforce Sapphire brand guidelines." } }