ryan-realty

name: ryan-realty description: Ryan Realty brand system — Bend, Oregon real estate. Two registers — heritage Americana (blue lab mascot "Jax", navy engraving-style illustrations, "It's About Relationships" tagline, yard signs/postcards) and modern web (shadcn/ui radix-nova + Geist + navy #102742 primary on warm stone). Amboqia Boriango is the primary display face. Plainspoken local voice, tabular numerals, Heroicons 2px stroke, documentary Central Oregon photography, no emoji. Three brokers — Matt Ryan (Principal), Paul Stevenson, Rebecca Peterson.

Ryan Realty — Brand Skill

Use this skill when designing any artifact for Ryan Realty, a Bend, Oregon real estate brokerage serving Central Oregon. Tagline: "It's About Relationships." Brand-voice phone: 541.213.6706 (Matt direct, yard sign). Bio / FUB-tracked phone: 541.703.3095 (use on social profiles + ads + lead-capture). Web: ryan-realty.com. Mascot: Jax the blue lab.

Locked palette (2026-05-13): navy #102742 + cream #faf8f4. The previous accents — navy-deep, sand, fir, sky, gold — are retired and must not be reintroduced.

Two registers — pick one

Don't mix the two on the same surface. A web page may include a heritage hero or footer block, but the rest of the page follows web rules.

Quick-start

1. Link colors_and_type.css — defines every color/type/radius/shadow/spacing variable.
2. Load brand fonts from fonts/: Amboqia_Boriango.otf (primary display), AzoSans-Medium.ttf (accent). Geist loads via Google Fonts.
3. Pull imagery from assets/ (web: hero-poster, team, partner marks) and assets/brand/ (heritage: mascot, wordmarks, illustrations, scenes, yard sign, postcard).

Brokers (3 active)

Headshots live at assets/team/{slug}.png (transparent, default) and .jpg (white bg, legacy). 800×1200 · normalized head height + alignment.

Listing-agent rule. On any per-listing deliverable, include the listing agent's headshot. The listing's broker is in the Supabase listings row (ListAgentEmail / ListAgentFullName — resolve to one of the three above). For brand-led content (market reports, news, memes, neighborhood guides), drop the headshot and use Jax (assets/brand/blue-dog.png) instead. Never fake a rectangular frame behind a transparent portrait.

Voice

Honest. Transparent. Trustworthy. Direct and kind. We are the local authority for real estate brokerages in Central Oregon. Mission: building community through authentic relationships and exceptional customer service. We live by the golden rule — always do the right thing for the client, even when it costs us the deal.

The principle: show, don't tell

Let what we say create the tone. Never describe the tone overtly. Warmth, trust, and expertise are demonstrated through specificity, restraint, and the right fact in the right order — not claimed.

Four rules

1. Direct. Short sentences. Active voice. One idea per line.
2. Specific. Neighborhoods, not "the area." Dollar amounts, not "competitively priced." First names, not "our team of experts."
3. Kind. Directness is not coldness. "You" and "your." Never condescend, hedge, or pressure.
4. Honest, even when inconvenient. If a market is soft, say so. If a listing has been sitting, say so. If we don't know, say so.

Content rules

• Tagline "It's About Relationships." is a signature line — with the wordmark, not sprinkled in body copy.
• Extended promise: "Building community through authentic relationships and exceptional customer service." — verbatim.
• Mantras: "Love where you live." · "Local Expertise." · "Quality · Local · Service."
• Phone: brand-voice 541.213.6706 (Matt direct — yard sign, signage, video VO) · bio/FUB-tracked 541.703.3095 (social profiles, ads, lead-capture).
• URL: ryan-realty.com. Social: @ryanrealtybend on every platform (IG, TikTok, Threads, YouTube, X, Pinterest), /ryanrealtybend on FB + LinkedIn. Hashtag: every caption on a hashtag-supporting platform includes #RyanRealtyBend as the first hashtag in the trailing block.
• Sentence case for web headings; Title Case only for the hero H1.
• "You/your" is the subject. "We/our team" when the broker identity matters. Never "I".
• Tabular numerals for every price, count, day range. Round. Unavailable → em-dash —.
• Never: meta-tone words (passionate, dedicated, premier, luxury, boutique, concierge, white-glove), real-estate clichés (dream home, nestled, breathtaking, turnkey, must-see), marketing exhortations (Don't miss out! Act now!), exclamation marks in body, emoji, hedging (may, could, potentially), pressure/scarcity framing.
• Authority cues (use only when true): specific neighborhoods, schools, HOAs, builders, market numbers. Never claim rankings/awards without evidence in the same frame.

Visual rules

• Primary = navy #102742. Heritage is monochrome navy on cream. Web uses navy for primary CTAs, logo, header, focus intent.
• Neutrals = warm stone (shadcn radix-nova). Never cool/slate.
• Three type families — see decision tree below.
• Card radius xl (14px), button/input lg (10px), badge pill. Base radius 10px.
• Shadows navy-tinted (rgb(16 39 66 / 0.08)). shadow-sm cards · shadow-lg hero search.
• Focus ring = 3px warm stone. Never navy.
• Hover: hover:border-primary/30 hover:shadow-md on cards; bg-primary/80 on primary. Press = active:translate-y-px.
• No decorative gradients. Only the navy protection overlay on the hero image.
• Icons: Heroicons first (24×24, 2px stroke, round), HugeIcons for filled, inline SVG last. Never emoji.
• Imagery: warm documentary Central Oregon photography + navy heritage engravings + the blue-dog mascot. Never AI slop or generic stock.
• Motion: ease-out entrances, 200–400ms, ≤16px travel. 20s Ken Burns on hero. Respect prefers-reduced-motion.
• Layout: max-w-7xl (1280px), px-4 sm:px-6, sections py-12, grids gap-4, cards p-5/p-6.

Type decision tree

1. Writing a wordmark or section hero stamp? → Drop in the pre-rendered wordmark from assets/brand/ (e.g. logo-blue.png, illustration-05.png). Do not re-typeset the wordmark.
2. Writing a display moment (hero H1, pull quote, testimonial, yard-sign text, postcard headline, IG cover title)? → Amboqia Boriango, navy on cream, tracking between -0.01em (hero H1) and 0.08em (all-caps signage).
3. Writing an arched ribbon sub-label under a wordmark? → Azo Sans Medium, UPPERCASE, tracked 0.12em.
4. Writing body, UI, market data, forms, nav? → Geist (400/500/600/700). Geist Mono for code.

Asset cheat sheet

• Heritage wordmark (print): assets/brand/logo-blue.png (navy), logo-black.png (1-color print), logo-white.png (dark backgrounds).
• Heritage signature lockup (wordmark + beer-glass + dog + tagline ribbon): assets/brand/illustration-05.png.
• Mascot alone: assets/brand/blue-dog.png · white-dog.png.
• Scene illustrations: assets/brand/scene-tower.png (Tower Theater marquee) · scene-water-pageant.png (historic downtown).
• Web wordmark: assets/logo.png (navy on cream) · logo-header-white.png (reversed on navy).
• Hero photography: assets/hero-poster.webp (Deschutes aerial).

What not to do

• Don't invent a wordmark — the pre-rendered mark in assets/brand/logo-blue.png and the 14 numbered variations are the brand. Use them as images; don't re-typeset.
• Don't recolor or crop the heritage illustrations. They're navy monochrome, as drawn.
• Don't use Amboqia for body copy. Display only.
• Don't mix heritage and web on the same surface (except for a single cross-register hero or footer block).
• Don't use navy for focus rings, borders, or dividers — reserved for action.
• Don't use cool/slate greys. Warm stone only.
• Don't Title Case web headings (except the hero H1).
• Don't use Inter/Roboto/Arial as stand-ins for Geist.
• Don't add emoji.

Files

• README.md — full brand overview
• SKILL.md — this file
• colors_and_type.css — all CSS vars, three font families
• fonts/ — Amboqia Boriango (primary display), Azo Sans Medium (accent)
• assets/ — web platform imagery + web wordmarks
• assets/brand/ — heritage kit (wordmarks ×14, mascot, illustrations, scenes, yard sign, postcard, IG covers, tagline lockup)
• ui_kits/website/index.html — interactive homepage replica
• preview/ — token cards (Design System tab)