Link Title™
A ground-up rebrand for a real-estate title company — a complete identity system: the mark, a five-role colour architecture, a Bricolage Grotesque + Inter type system, a gradient-tuned icon set, and the templates it all ships through.
- Role
- Creative direction · identity & brand system
- When
- 2026
- Built with
- Brand identityDesign systemType & colourIllustrator
Smart Title Solutions
Title insurance defaults to navy-and-serif sameness — trustworthy and instantly forgettable, indistinguishable from the firm next door. Link Title needed to read modern and credible at once, and hold together across a sales-heavy, document-heavy business.
Creative direction, end to end — the mark and wordmark, the colour and type systems, a custom icon language, the illustration style, the voice, and the templates the team ships in every day.
One coherent system, applied everywhere and documented to survive the handoff: a logo suite, a five-role colour architecture, Bricolage Grotesque + Inter, a gradient-tuned icon library, and a rebuilt deck / letterhead / social / print kit.
A category that all looks the same
Title and closing is a trust business, and most of its brands reach for the same proof of trust: navy, a serif, a courthouse. It reads safe, and it reads identical. The brief was to look modern and dependable at once — distinct on a crowded partner slide, still sober enough for a legal document.
The mark: depth from one colour
A layered house built from a single colour at three opacities — 100, 60, and 30%. It reads dimensional without a gradient or a second ink, so it survives a favicon and a building sign with equal clarity. The wordmark is Bricolage Grotesque, fine-tuned, with the ™ set as a true superscript — “Link Title”, one space, every time.
Colour with a job for every value
Most brand palettes are a mood board. This one is a spec. Deep purple grounds every headline and body line — never pure black, so the brand keeps authority without going cold. Magenta is reserved for the logo and accent headlines. Burnt orange is the one action colour: buttons and links, nothing else. Emerald blue calms footers and one-offs. And a single orange-to-magenta gradient appears only on hero moments. That discipline — a defined job for every value — is what keeps a brand consistent once it leaves the designer’s hands.
Two open fonts, one job each
Bricolage Grotesque for display, Inter for everything else — both open-licence, so anyone on the team can set type on any machine without a licence call. The pairing does the work: Bricolage carries character in the headline; Inter gets out of the way in the body.
An icon language, gradient-tuned
A working set for a document-heavy business — houses, keys, certificates, contracts, closings — unified by one treatment: rounded outline strokes carrying the brand gradient at a fixed angle. Built on an open library so it extends to any new screen or deck without the look drifting.
Built to be handed off
The deliverable was a system the company operates on its own: a brand guideline, a voice-and-tone guide, and a rebuilt template library — sales decks, letterhead, social, print — with every asset organised so the next person finds the right file. Link Title is one of the ALAW brands — the same client world as my ALAW work, brand and system here, the deck pipeline and email tooling there.
One mark, every surface.
Five colours, five jobs.
The brand, as tokens.
:root { /* Five roles. Each colour has exactly one job. */ --ink: #1C0442; /* deep purple — ALL headlines + body. never #000 */ --brand: #A20172; /* magenta — logo + accent headlines only */ --action: #E94104; /* burnt orange — buttons + links, nothing else */ --calm: #00465C; /* emerald blue — footers + one-off elements */ --grad: linear-gradient(135deg, #FF6A00, #FF4047 50%, #AD0079);}/* The rule that survives hand-off: body text is --ink, never pure black — warmth and authority at once. Magenta never sets a paragraph. */A brand isn’t a PDF — it’s a system. Here is the colour architecture the way I’d hand it to engineering: named roles, the gradient, and the one rule that matters.
Two open fonts, one job each.
Smart Title Solutions
Modern title solutions, powered by expertise and leading technology — clear enough for a homeowner, precise enough for a closing.
Both open-licence (Google Fonts): a characterful grotesque for display, an invisible one for body — and no licence in the way of the team setting type anywhere.
A gradient-tuned icon language.
One treatment — rounded outline strokes carrying the brand gradient at a fixed angle — across a document-heavy business. Built on an open library, so it extends to any new screen or deck without the look drifting.