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FENWICK

The Fenwick brand. How to use it.

VERSION 1.0 / MARCH 2025

Brand Foundation

PURPOSE

To make built space feel inevitable

VALUES

Precision / Warmth / Restraint

AUDIENCE

Design-forward residential developers, boutique hospitality groups

PERSONALITY

The architect who doesn't need to explain every choice — it shows

The Mark

Minimum size: 32px height

Backgrounds: Approved colors only

Never: Rotated or stretched

Logo Misuse

DON'T

Add drop shadow
Change the typeface
Place on busy photography
Stretch horizontally
Invert on wrong color
Place too close to edge

DO

Use clean backgrounds
Maintain original proportions
Allow clear space around mark
Scale proportionally
Use approved color versions
Respect minimum margin

Color System

Linen
55% usage ratio
HEX #F5EFE4
RGB 245 239 228
CMYK 3 4 10 0
Pantone 9060 C
Charcoal
25% usage ratio
HEX #2B2B2A
RGB 43 43 42
CMYK 70 65 64 74
Pantone Black 6 C
Terracotta
12% usage — moment color
HEX #C4603A
RGB 196 96 58
CMYK 17 68 82 5
Pantone 7583 C
Forest
5% usage
HEX #3A5C48 / RGB 58 92 72 / CMYK 68 30 62 41 / Pantone 5535 C
Pale Birch
3% usage
HEX #D8CDBF / RGB 216 205 191 / CMYK 14 13 19 0 / Pantone 7527 C

Usage note: Terracotta is the "moment color" — one use per spread, page, or composition.

Typography Hierarchy

STYLE
SPEC
SPECIMEN
H1 Display
Cormorant 52/56
Light
Space shaped by intention
H2 Section
Cormorant 36/40
Regular
Our approach to residential interiors
H3 Subsection
Aktiv Grotesk 22/28
Medium
Material Selection Process
Body Text
Aktiv Grotesk 16/24
Regular
Every project begins with a site visit and material audit. We document existing conditions, light patterns, and adjacencies before proposing interventions.
Caption / Label
Space Mono 12/16
Regular
PHOTO: NOE VALLEY RESIDENCE, 2024

Photography Principles

APPROVED MOODS

  • → Natural light, unfiltered
  • → People shown from behind or in profile
  • → Materials-focused close-ups

AVOID

  • × Staged smiles or posed portraits
  • × Stock diversity imagery
  • × Oversaturated or HDR renders

"Every image should feel like a found moment, not a composed one."

Voice Guidelines

SAY

  • → Considered
  • → Intentional
  • → Tactile
  • → Inevitable

DON'T SAY

  • × Careful
  • × Thoughtful
  • × High-end
  • × Curated

SOUND LIKE

Kinfolk magazine
The Monocle Design Awards jury
A well-worn field notebook

DON'T SOUND LIKE

A real estate brochure
A luxury hotel press release
An HGTV show intro

Digital Application: Website

FENWICK
Projects About Contact

Noe Valley
Residence

San Francisco, 2024

LAYOUT RULE 1 Single full-bleed project image per viewport
LAYOUT RULE 2 H1 always set in Cormorant Light
LAYOUT RULE 3 Navigation in Aktiv Grotesk 14px

Touchpoint: Proposal Cover

Pacific Heights
Garden Residence

Proposal for Cascade Development Group

PROJECT NAME Cormorant 36pt
CLIENT NAME Aktiv Grotesk 14pt
MONOGRAM Bottom right, 48px

Touchpoint: Instagram

MATERIAL CLOSE-UP
FULL PROJECT SHOT

"Every detail
earns its place."

TEXT-ON-LINEN QUOTE

CAPTION VOICE EXAMPLES

Material: "Reclaimed white oak, left unsealed. The grain does the talking."
Project: "Light study, morning. Noe Valley Residence, now complete."
Quote: "Our studio philosophy: precision without ornament."

Governance

DO

  • Use Brand Portal at fenwick.studio/brand
  • Submit new template requests to Creative Director Mara Johansson within 5 business days
  • Get approval for any co-branded or partner material before use
  • Reference this deck for all brand questions

DON'T

  • Create new colors outside the approved palette
  • Modify the wordmark or monogram in any way
  • Use the system outside of approved applications without prior approval
  • Mix old templates with new brand assets

Brand Portal live: Today / Questions: mara.johansson@fenwickstudio.com

Retire all pre-2025 templates by March 31

RESPONSIBLE

Studio Manager
Olu Adesanya

BRAND PORTAL

Live today
fenwick.studio/brand