Direction F
Brutalist typographic
DUSK
Your house, after dark.
One run of light along the roofline. On at sunset. Off at sunrise. Every night, without you doing anything about it.
Scene: one color, one run, no decoration
Palette
Black
#0B0B0C
Signal
#E4FF3A
Bone
#F2F0EA
Concrete
#C9C7BE
Ash
#4A4A48
Two colors do the work. Signal is the only accent and it never appears twice on the same surface.
Typography
SYNE 800
The wordmark is the logo. Set enormous, cropped by the edge of the page when it wants to be.
Chivo 400 / 900
Everything else. Kept small and dense so the display type has nothing to compete with.
Voice
Sentences under eight words. No adjectives that can be cut.
Never explains the holiday use. Someone who wants it will ask.
Confidence comes from restraint. The category shouts, so this one does not.
Applied
DUSK
[YOUR SERVICE AREA]
ON AT
SUNSET
Yard sign
Truck door
DUSK
[YOURSITE].com