Elephant Skin Elephant Skin
Brand Guidelines
Elephant Skin · Visual System

Brand
Guidelines

The operating system behind the brand: colour, type, hierarchy and components — built to work in light and dark, everywhere the herd shows up.

02 — Colour

One accent.
Two themes.

Pink #ED196D is the only accent — it never changes between themes. Everything else is a neutral that flips between a dark and a light palette.

Pink
#ED196D
The single brand accent. Links, eyebrows, highlights, primary buttons.
Ink
#070707
Dark background.
Paper
#f3f1ea
Light background / dark-theme text.
Near-black
#16130f
Light-theme text.
Muted
#8a867d
Secondary / captions.
Soft
#cfcbc0
Body copy on dark.
Dark theme (default)
Background#070707
Text#f3f1ea
Soft#cfcbc0
Muted#8a867d
Linewhite 10%
Surfacewhite 3%
Light theme
Background#f3f1ea
Text#16130f
Soft#46423a
Muted#6a665d
Lineblack 13%
Surfaceblack 2.5%

Toggle the theme (top right) to see the whole system flip.

03 — Typography

Two families,
one voice.

Etna carries every headline. Aaux Pro handles body and labels. A serif italic adds editorial accents.

EtnaDisplay · Headlines · Uppercase
Aa
Go big or go home.
UppercaseLetter-spacing −0.02emLine-height 0.86–0.95Weight 700
Aaux Pro LightBody copy

We don't sell services. We build demand systems. Strategy creates differentiation, differentiation creates demand, and demand creates performance — the operating system behind modern real estate.

Sentence case16–24pxLine-height 1.5–1.65Weight 300
Aaux Pro MediumLabels · Eyebrows · Buttons
01 — SECTION LABEL  ·  BUTTON TEXT  ·  METADATA
A B C D E F G   0 1 2 3 4 5 6 7 8 9   — · ®
UppercaseLetter-spacing 0.1–0.2em10–14pxWeight 600
Georgia ItalicEditorial accent
“The world is full of dogs. Be an elephant.”
ItalicPull-quotesSparingly
04 — Hierarchy

Title positioning

Every section follows the same rhythm: a numbered pink eyebrow, a large uppercase title, then a soft subtitle. All left-aligned to the page padding.

04 — Section

The herd
never sleeps.

The subtitle sits below the title with generous space, set in the soft neutral and capped to a comfortable reading width.

Eyebrow
Aaux Medium · 12px · uppercase · letter-spacing 0.2em · pink · 18px below.
Title (H2)
Etna · clamp 32→76px · uppercase · line-height 0.93 · tracking −0.02em.
Subtitle / lead
Aaux Light · clamp 15→21px · soft colour · max-width ~760px · 22px below title.
Alignment
Left edge always aligns to --pad — same as the logo.
05 — Buttons & UI

Components

Pill buttons in two styles. Primary is solid pink; ghost is an outline that turns pink on hover. Chips are pills; content cards are square.

Send a project brief → Secondary action
Small Default Large
All Developer Hospitality Cruises Commercial
Button size
Default 15px / 28px padding · 13px label · letter-spacing 0.1em · radius 999px.
Primary
Pink fill, white text. Lifts 2px on hover.
Ghost
1.5px line border, current text. Border + text go pink on hover.
Corners
Pills are fully rounded. Cards and blocks are square — no border radius.
06 — Layout & spacing

The grid rule

One horizontal padding token governs the whole page. The logo, every title and every block share the same left and right margin.

--pad
Horizontal padding
clamp(24px, 3.5vw, 56px). The single source of horizontal rhythm.
Align
Logo ↔ content
Content left edge aligns to the logo; right edge to the menu. A hard rule everywhere.
▢
Square cards
Blocks and cards have square corners. Only true pills (chips, toggle) stay round.
Lines
Hairline dividers
Sections separated by a single 1px line in the neutral --line token.
07 — Voice

How we sound

Direct, confident, a little provocative. Short lines. Strong verbs. We build demand systems — we don't sell services.

The world is full of dogs. Be an elephant.
Go big or go home.
Shit happens — own it, fix it, move forward.
We don't sell services. We build demand systems.
The herd never sleeps.
08 — Words

The language
of the herd.

The vocabulary the brand lives by — the words that show up in our work, our voice and our culture.

ELEPHANT not a DOG — we build DEMAND SYSTEMS not SERVICES STRATEGY creates DIFFERENTIATION creates DEMAND creates PERFORMANCE CONTEXT HUMAN EXPERIENCE FUNNEL the CHEF® system BRANDING CGI FILM NARRATIVE DESIGN for REAL ESTATE DEVELOPERS one HERD one CULTURE GLOBAL always MOVING GO BIG or GO HOME BOLD CRAFT CARE DARE OWN IT FIX IT MOVE FORWARD be an ELEPHANT

Starter set — to review and refine with the team.