Case study, Sentinel Property Group, Lower Mainland, BC
A brand system built from scratch
Three audiences, zero brand, zero website, and investors waiting. We built the whole system from nothing: voice rules, an accessibility-audited palette, type, logo, components and a living 32-page guide, so every deck, page and portal screen ships on-brand without asking.
- Brand built from scratch
- 0→1Brand built from scratch
- Living, searchable system guide
- 32 ppLiving, searchable system guide
- Every colour pairing audited
- AAEvery colour pairing audited
Before
What was broken
A property-tech company with three distinct audiences, strata councils, property managers, investors, and no brand at all. No voice, no colours, no logo, no website. Every pitch deck and email was being invented from scratch, and investors were already waiting.
After
What changed
A complete brand system, now at version 0.4 and still evolving: locked tagline, voice rules, a colour palette where every pairing is WCAG-audited, a two-family type system, logo guardrails, restyled UI components, and a searchable 32-page guide. Which means anyone on the team, or any vendor, ships work that looks and sounds like Sentinel without a review meeting.
The process
How it actually happened
Decisions before decoration
We wrote the voice rules first, cite something every time you make a number claim, concede before claiming, one verb per heading. So anyone writing for the brand sounds right before a single colour is chosen.
A palette with rules, not just swatches
Every colour ships with its approved, AA-compliant pairings and a colour-blindness audit. Which means accessibility is the default, not a retrofit, and nobody has to guess which green goes on which background.
Components, not just a logo
Buttons, forms, status chips, charts and empty states were all restyled to the system. So the product, the pitch deck and the public site feel like one company, because buyers and investors notice when they don't.
A living document, not a PDF that rots
The guide is versioned, searchable, and every change is logged with a rule: propose an update before drifting. Which means the brand stays consistent as the team grows, instead of fragmenting the month after launch.
Delivered through Founder
Sound familiar? Let's talk it through.
We'll say which parts need a person and which should run themselves.