Setting up your brand kit

You set this up once. After that, everything you generate uses your colors, your fonts and your logo automatically. You never pick them again.

Colors

Five colors. Primary is your main brand color and the background of most cards. Accent is the one that draws the eye, used for prices and badges. Dark and light are the two ends of your range, used behind text. Secondary fills in the gaps.

If you pick an accent that is too close to your primary, we quietly swap it for something readable rather than shipping text nobody can see. If a color never seems to show up, that is why.

Fonts

Two files. The heading font is used for big type: addresses, prices, headlines. Upload the bold or display weight, not the regular one, or your headlines will look thin. The body font is everything smaller.

Most font files you buy or download come as .woff2, .ttf or .otf, and any of those work. If your brand uses a Google font, download the family and upload the two weights you want.

Logos

Three slots, and the second one is the one people miss.

• Full color: your normal logo. Used any time the background is light.
• White version: the same logo drawn entirely in white. Used on dark backgrounds and over photos. Sometimes called a knockout or reversed logo.
• Mark: just the symbol without the words, for small spaces. Optional.

Both of the first two are needed. We pick between them based on what the logo is sitting on, so if you only upload the full-color one, it will end up invisible somewhere dark. Ask whoever made your logo for the white version; they will have it.

Upload a PNG with a transparent background if you can. A JPG carries its own white rectangle, which shows as a box around your logo on top of a photo.

Voice guidelines

A short description of how you write. Words you use, words you ban, whether you use emoji, how you sign off. This is read every time we write copy for you, so it is the difference between text that sounds like your listings and text that sounds like everyone else's.

Be specific and be negative as well as positive. "No exclamation marks, never say dream home or must see, short sentences" does more work than "friendly and professional".

Example posts

Upload a few posts you were happy with, each with the caption that ran alongside it. These are shown to the writing engine as examples of your voice. The captions matter more than the images. That is where the tone lives.