Do
Lead H2 with a gold eyebrow
Every section starts with an uppercase, 0.25em-tracked gold label above the heading.
How we work
Bought, renovated, sold — no middleman.
Don't
Drop straight into an H2
Missing the eyebrow breaks our section rhythm and flattens hierarchy.
Bought, renovated, sold — no middleman.
Do
Use gold as accent, ink for body
Gold on eyebrows, underlines, pins, icons. Body text is always warm-ink (#1d1915).
WarrantyFive-year coverage on every renovation.
Don't
Color body copy gold for emphasis
Gold body text fights the eyebrow + doesn't meet AA contrast on warm off-white.
Five-year coverage on every renovation.
Do
Plain cards, warm-ink borders
Cards use 1 px warm-black/10 border, 12 px radius, and subtle shadow.
U Valu 12
Praha 6 — Ruzyně
Don't
Left-border accent cards
Left stripes are an AI-template trope. They undermine the editorial typography system.
U Valu 12
Praha 6 — Ruzyně
Do
Solid fills: off-white, ink, labyrinth-dark
Three backgrounds only. Alternate section stripes. Never invent a fourth.
Don't
Rainbow gradient fills
Gradients read as SaaS, not real estate. If you need depth, use a tonal step or shadow.
Do
Lucide line icons, stroke 1.5–2
One line-weight, always gold or ink, 14–20 px. No fill. No duotone. No mixed styles.
Don't
Emoji or mixed icon sets
Emoji aren't in the brand system. Ever. Same for 3D icons or duotone packs.
🏠 🔑 ⭐ 💰 📞 — no.
Do
Warm photography, natural light
Real apartments, real light. Mid-tones lean amber. Crop tight on a detail.
Don't
Cool / blue-shifted stock interiors
Any cool cast reads as agency stock and breaks the warm-ink + gold palette.