the brand guide.
The visual and verbal identity in one place: the palette, the type, the wordmark, the voice, and the look. The home for every branding document as it comes in.
what the brand is supposed to feel like.
Every color, font, and frame serves one identity: investor bestie meets fund manager. Wealth educator meets lifestyle CEO. Black girl luxury on top of real operator credibility. The visual job is to make Wall Street substance feel warm, saveable, and like it belongs to the person watching.
The one rule under all the others: everything is built to be saved, shared, and studied. If a choice makes the work look more like a highlight reel and less like a blueprint, it is the wrong choice.
the colors, with the receipts.
Nude, champagne, beige, soft brown, white, with black used only as an accent. Warm neutrals carry everything; bronze is the one metallic that signals premium without going gold-gaudy. These are the live design tokens, so the numbers here are the numbers in the build.
YouTube extends the set with muted gold, soft blush, and warm gray for thumbnails, still inside the same warm-neutral family. Never introduce a cool tone, a neon, or a hard primary. Black is an accent for type and edges, never a background.
the fonts, and the one hard rule.
the signature.
The brand is typographic first. The mark is the name set in the system fonts, not a drawn logo, which keeps it flexible across the ecosystem (Bell Acquisitions, Doorbells, Hot Rich Happy, the personal brand). The pattern: a small script or serif label above a large Fraunces name, with a mono tagline beneath.
Clear space & contrast: give the wordmark room to breathe, at least the cap-height of the name on every side. Only place it on cream, soft brown, or a photo with a warm veil, never on a busy or cool-toned background.
Logo files: none loaded yet. When the drawn mark, monograms, and export files exist, they get filed here as the first document to drop into this tab.
how the brand talks.
The visual identity has a verbal twin. Anything published as her has to sound like her, not like AI. The full spec lives in the voice references; this is the one-page version that keeps the brand consistent across every caption, letter, and reel.
The tics: ".." pauses, never "...". "y'all", "ya girl", "real talk?". CAPS on ONE word for emphasis. Full lines of five to seven words, not stacked two-word fragments.
The gem rule: exactly one quotable one-liner per piece, in her cadence. "Everybody wants X.. nobody wants Y." No gem means it reads AI.
The bridge: meet the reader at their goal first, then widen to the $100M climb. "For you it might be your first million.. for me it's $100M. Same rule."
Fund language is exact. It is a private credit fund, not a syndication. Use: secured, real-asset-backed, fixed return, priority repayment, defined term, first-position. Never: syndication, waterfall, promote, GP/LP split.
Delete on sight: em-dashes and en-dashes, emojis (except the newsletter body and video edits), "solutions", "seamless", "leverage" as a verb, "not the highlight reel, the real thing" cadence, any motivational cliche.
Audience: Capital Conversations and all fund content are mixed-gender, never gender-coded. Brunch Babez and Girls For The Globe are female by design.
light, frame, and the mix.
Light: crisp and bright, warm neutral shadows, clean documentary style. Real environments, never staged sets.
Thumbnails: face as the focal point, three to five words max, journal-headline energy. Never a YouTube gimmick, never an arrow or a shocked face.
The mix: roughly 70 to 75% video, 25 to 30% photo. Stories daily. High-effort content two to three times a week, medium three to four, low-lift daily.
| Element | The standard |
|---|---|
| Backgrounds | Cream and soft brown neutrals, real rooms, warm window light |
| Text on video | Sans, high contrast, bottom third, one idea per frame |
| Graphics & carousels | Minimalist layouts, generous space, one accent color per set, saveable |
| Never | Playful fonts, cool tones, neon, staged studio sets, clutter, gimmick thumbnails |
The brand in motion has its own document: The Reel Visual System — "build once, run forty," the five reusable reel pieces, and mockups running on real b-roll.
the do / don't.
- Warm neutrals: nude, champagne, beige, soft brown, cream
- Bronze for the one premium accent
- Fraunces italic for the line that matters, DM Sans for the rest
- Real light, real rooms, documentary feel
- One gem per piece, ".." pauses, one CAPS word
- Private-credit vocabulary on anything fund-adjacent
- Build every asset to be saved and shared
- Cool tones, neon, hard primaries, gold-gaudy
- Black as a background (accent only)
- Playful or trend fonts, scripts outside the wordmark
- Staged sets, clutter, gimmick thumbnails
- Em-dashes, en-dashes, emojis outside newsletter + video
- Syndication / waterfall / GP-LP language
- Gender-coding the fund or Capital Conversations