Brand Style Guide
How to Use This Brand Style Guide
This Brand Style Guide exists to protect the integrity of our brand and ensure consistency across every touchpoint. Whether you are a designer, developer, marketing partner, affiliate, or internal team member, these guidelines should be referenced before creating or publishing any branded material.
HelmX Aesthetic Advisors
Brand Style Guide
Brand Philosophy
HelmX Aesthetic Advisors is not a conventional consultancy. We are Founder Operating Partners, deeply embedded in our clients' businesses to drive revenue, streamline operations, and build scalable, premium brands.
We embody the intersection of luxury and performance. Our visual and verbal language is inspired by the feeling of a high-end aesthetic practice that runs on meticulous systems—a testament to our core belief that operational excellence is the foundation of a premium brand.
Design Philosophy
Minimalist Institutional Design
Our visual identity is guided by Swiss Modernism meets Contemporary Minimalism. This approach communicates confidence through restraint, clarity through negative space, and authority through precision. Every design element serves a function.
Core Principles
- Clarity through negative space
- Information hierarchy through scale
- Precision over decoration
- Confidence through restraint
Visual Outcome
- Clean, scannable layouts
- Strategic use of whitespace
- Intentional color discipline
- Premium, editorial aesthetic
Primary Color Palette
The foundation of our visual system. These colors work together to communicate premium positioning, operational discipline, and strategic authority.
Secondary Color
This sophisticated secondary color adds depth and strategic versatility to the palette, perfect for data visualization, alternative accents, and creating visual hierarchy.
Supporting Neutral System
These neutrals provide flexibility and refinement, supporting the primary palette without competing for attention.
Color Application Guidelines
Dominance
Use Deep Graphite for approximately 70% of primary text to ensure readability and a grounded feel.
Background
Soft Cream Beige should be the dominant background, providing a clean and sophisticated canvas.
Accentuation
Use Soft Champagne Gold intentionally and sparingly for emphasis. It should highlight key information and guide the user, not overwhelm the design.
Warmth
Integrate Warm Oak to soften layouts and add a touch of approachability, particularly in marketing materials and lifestyle-oriented content.
Secondary Sophistication
Use Slate Blue strategically for data visualization, alternative accent elements, and secondary CTAs. It adds calm authority and strategic depth without competing with the primary palette.
Brand Voice
Our brand voice is direct, warm, confident, and operator-led. It is knowledgeable without being arrogant, and supportive without being overly familiar. We communicate with the authority of a trusted partner and the clarity of a seasoned strategist.
Key Attributes
- Confident: We speak with conviction.
- Direct: We get to the point.
- Warm: We are approachable.
- Strategic: We focus on long-term value.
Tone Application
- Marketing: Confident and authoritative.
- Client Comms: Warm and supportive.
- Proposals: Strategic and data-driven.
Typography System
Our typography system balances premium aesthetics with functional clarity. We use a strategic pairing of serif and sans-serif fonts to create visual hierarchy and establish authority.
Display Font
Garamond
Premium serif for section headers, page titles, and hero text.
Body Font
Inter
Modern sans-serif for body text, subheadings, and UI labels.
Accent Font
IBM Plex Mono
Monospace for hex codes, technical specifications, and code examples.
Implementation
This brand style guide is a living document. All team members and partners must adhere to these standards to ensure consistent, premium brand representation. For questions regarding brand usage, please consult this guide or reach out to the brand team.
Meet the Team
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Monet Goode
FOUNDER
With a vision for building something meaningful, our founder brings a blend of big-picture thinking and hands-on experience.
They set the tone for everything we do. -
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Emmett Marsh
SALES MANAGER
Focused, approachable, and driven by results, our sales manager is all about building strong relationships. They help connect people to the right solutions—with clarity and care. -
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Eleanor Parks
MARKETING DIRECTOR
Creative and strategic in equal measure, our marketing director brings fresh ideas to every campaign. They turn insights into action and help our message resonate with the right audience. -
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Karl Holland
CUSTOMER SERVICE MANAGER
Friendly, attentive, and always ready to help, our customer service manager ensures every interaction is a positive one. They keep communication clear, timely, and human.
