Sherlock Homes Developments
Bridging the gap between luxury and affordability. The official visual identity and styling guide.
1. Brand Overview
Mission
To deliver 1,000 completed, registered, and settled 3-bedroom townhouse homes within the Moreton Bay region by the 2032 Olympics through a disciplined, laser-focused strategy.
Vision
To be recognised as Australia’s number one entry-level home builder, setting a new industry standard where operational excellence meets human integrity from Queensland to the national stage.
Core Values
Founded on integrity, innovation, and value. We build rock-solid trust by paying trades on time, leaving communities better than we found them, and fostering team growth.
2. Logo Usage
The primary visual identifier for Sherlock Homes Developments.
Primary (Navy)
Reversed (White)
Wide Variant
Square Icon (Navy)
Square Icon (White)
3. Colour Palette
Our colours balance authoritative navy with vibrant accents to establish trust and growth.
Primary Colours
Primary logo colour, robust backgrounds, and authority elements.
Accent Colours
Active states, primary button borders, and highlighted blockquotes.
Icon backgrounds, specific subheadings, and feature blurbs.
Text links, hover states, and standard icon overlays.
Neutrals
4. Typography
A clean, sans-serif stack ensuring high legibility and a contemporary, architectural feel.
Arimo
Primary Headings (H1-H6)
Weights: Regular (500), Bold (700)
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 & @ # % * ! ?
Inter
Buttons & Feature Text
Weights: Bold (700)
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 & @ # % * ! ?
Open Sans
Standard Body Copy
Weights: Regular (400), Medium (500)
At Sherlock Homes Developments, we specialise in creating affordable townhouses in emerging markets across Australia. With a keen eye on modern design and efficient construction processes, we bridge the gap between luxury and affordability, ensuring that our homes are accessible without compromising on quality.
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 & @ # % * ! ?
5. Visual & UI Elements
Buttons, images, and icons designed with rounded aesthetics for a premium, welcoming feel.
Buttons
Pill-shaped (border-radius: 100px), uppercase text with 1px letter spacing. Uses 'Inter' font.
Icons & Feature Blurbs
Icons are enclosed in solid-coloured circular wrappers to draw attention.
Strategic Locations
Our developments are located in emerging markets, ensuring future growth potential for homeowners.
Customer-Centric Approach
From planning to completion, we keep our clients at the heart of our process, offering transparency and excellent customer service.
Imagery
Project thumbnails use soft rounded corners (`18px`) paired with a hover effect that saturates the image.
32 Cassowary Court
Caboolture
Tortora Residences
Beaudesert
6. Brand Voice & Messaging
How we communicate with our audience across all platforms and campaigns.
Target Audience
Primary Focus: First-home buyers and owner-occupiers.
Audience Mindset: Messaging should appeal to those seeking "accessible ownership," an "accessible price," and a straightforward path into the property market.
Brand Voice and Tone
Positive & Empowering
Frame concepts around positive outcomes rather than putting others down. Use uplifting phrases like "Take control of your own home" or "More free time" instead of negative ones like "Say goodbye to strict landlords".
Supportive ("Hand-holding")
The tone should make the buyer feel heard and supported, gently guiding them through the buying process.
Accessible & Practical
The brand identity is grounded in being fast, efficient, and affordable (the "Toyota" approach), rather than high-end or luxury (the "Lexus" approach).
Realistic & Honest
Avoid terms like "premium" or "luxury." Opt for accurate, appealing descriptions like "New home, new finishes" or "Modern, durable, and move-in ready."
Clear & Direct
Use hard-hitting, clear headers that instantly grab attention, such as "Start owning." Write naturally and avoid the Oxford comma (e.g., write "friends and family" instead of "friends, and family").
Do's
-
Focus on Townhouses Explicitly market "three-bedroom townhouses" or "town homes." Do not blur the lines into "house and land" packages.
-
Use the Correct Brand Name Use "Sherlock Homes" instead of "Sherlock Homes Developments" to maintain consistency across construction and development entities.
-
Image & Caption Alignment Ensure images have direct relevance to the caption. Mismatched photos look unprofessional.
-
Include Disclaimers When using 3D renders or visualizations, always include a clear disclaimer stating images are for visual purposes only and the final product may differ.
-
Use Generic Construction Updates Instead of specific work, use simple phrases like "continuous work underway," "progress is being made," or "team is working hard."
Don'ts
-
Rely on AI for Construction Details Avoid pulling assumed info from tools like ChatGPT. Hallucinating technical details sets the brand up for failure.
-
Use Technical Construction Jargon Avoid complex terms (e.g., "trusses," "dark masonry," "steel studs"). Keep updates basic and digestible for the average buyer.
-
Overstep Professional Boundaries Avoid phrases like "stress-free process" regarding finances (we are not mortgage brokers). Use terms like a "seamless" or "easy process".
-
Market Sold-Out Properties Do not use completed developments (like Stone Park) in direct sales posts, as this creates buyer confusion.
-
Use Internal Jargon Publicly Swap out technical acronyms like "EOI" in customer-facing materials for clear calls-to-action like "Register your interest."
8. Broader Marketing & Workflow
Asset management, internal communications, and broader marketing assets.
Asset Management
- Marketing Brochure Develop a premium, digital brochure in navy and white. Must combine site plans, 3D renders, real photos, floor plans, and local community info into one cohesive document.
- Newsletter Integration Launch a fortnightly email newsletter that mirrors social media content/layout to capture audiences who prefer email over Instagram.
-
Strict Drive Organization
Maintain a rigid Google Drive structure to prevent bottlenecks:
- Image Assets: Raw visual files (renders, photos) organized strictly by project (e.g., 18 Goshawk).
- Sherlock Homes Marketing: Approved templates, newsletters, guidelines, and finalized posts.
Internal Workflow
- Proactive Communication Maintain a high standard of professional email communication. Take the initiative to ask for clarification, request more work, or present new ideas without waiting to be spoon-fed.
- Advanced Notice Communicate administrative updates (like taking time off) well in advance, rather than the day before a meeting.
- Future Content Pipeline Plan to capture and highlight "Sold" signs and real-life video walk-throughs of buyers entering their new homes for ongoing asset generation.
7. Social Media Strategy ("The Northern Star")
Our framework for driving customer acquisition and engagement across social channels.
Primary Goal
Every piece of communication should ultimately lead the customer to want to buy and click a link to do so.
Content Pillars
Information (30%)
Educational content guiding buyers through the process (finances, property selection, settlement).
Updates
Real, physical proof of progress to build credibility (e.g., basic site clearing updates, slabs being poured, DA lodgements).
Direct Sales
Clear promotional posts telling people how to buy (e.g., "exclusive access," "use your first homeowner grant").
Grid Aesthetics & Layout
Stories & Scheduling