# VIP Remodeling · Brand Spec > Source: [vipremodelingaz.com](https://vipremodelingaz.com/) > Extracted: 2026-05-13 > Asset completeness: **complete** — color tokens, fonts, photos, logo mark, content verbatim --- ## At a glance **VIP Remodeling** is an Arizona luxury home remodeling general contractor, founded and run by **Dmitriy**. They serve the Phoenix metro (Chandler, Tempe, Gilbert, Mesa, Queen Creek, Scottsdale, Paradise Valley) with full design-build kitchen, bath, and whole-home renovations. License **ROC 345112**, 20+ years experience, 67 verified Google reviews, 5★ average. The visual system is **estate-grade luxury contractor**: deep maritime navy + champagne gold + cream paper, Playfair Display serif headings, Manrope body, and editorial 3-line section headers. The voice anchors are "Elevating Spaces," "Bespoke Expertise," and "The Art of Perfection" — they avoid the bro-trade tropes (no orange, no truck logos, no "we beat any quote") and lean into the architecture-magazine cousin space (Architectural Digest / Dwell / Pentagram editorial). **Tonal cousins:** Architectural Digest · Pentagram editorial · Mark Cigolle Architects **Distant cousins (NOT us):** Big-box home depot trade dress · "Bob's Plumbing" orange-and-red · neon "any 3 rooms for $999" **Mood:** estate · timeless · bespoke · attentive · still --- ## 🎯 Core assets ### Logo - Mark: `assets/logo-mark.jpg` (270×270 favicon source — the only logo asset published on the live site; it's used as the cropped favicon. A proper wordmark "VIP Remodeling" in Playfair Display 700 is used in nav as a text lockup, not a graphic logo.) - Lockup: text-only — "VIP Remodeling" in Playfair Display, 700 weight, navy on cream / gold on navy - Tagline below lockup (small): "Crafting luxurious living spaces in Arizona" ### Photography - `assets/hero-living.avif` — light-filled living room, Mission-style window, warm browns + cream (main home hero on live site) - `assets/photo-kitchen-1.jpg` — modern kitchen, warm wood + black hardware - `assets/photo-bath-1.jpg` — bath shot - `assets/photo-detail-1.avif` — interior detail close-up - `assets/photo-3.webp`, `photo-4.webp`, `photo-5.webp` — additional residential interiors **Photo direction:** warm natural light, residential interiors at golden hour or soft daylight, neutral palettes (cream / wood / brass), no people, no obvious staging props. Avoid: harsh fluorescent showroom shots, plastic-looking renderings, "before/after" split frames as hero (only OK as a discrete pattern). --- ## 🎨 Foundations ### Color tokens (Estate palette — default, direct from live site) | Token | Hex | Role | |---|---|---| | `--vip-navy` | `#082e5f` | Primary brand — buttons, footer, headings on light | | `--vip-navy-deep` | `#051f42` | Pressed/hover navy | | `--vip-gold` | `#d4af37` | Accent — stars, numbered cards, link underline, eyebrow bar | | `--vip-gold-deep` | `#b8932a` | Hover/active gold, text on cream | | `--vip-cream` | `#fcfbf9` | Page background | | `--bg-soft` | `#f4f0e8` | Alt section background | | `--ink` | `#1a202c` | Primary body ink | | `--ink-mid` | `#4a5568` | Secondary body | | `--ink-soft` | `#7a8597` | Meta / captions | | `--border` | `#e6dfd0` | Hairlines on cream | **Forbidden colors:** pure black (#000), neon orange, royal red, gradient purples, primary blue (Facebook-style). **Gold rule:** gold is the *only* accent. Never pair with a third hue. Never use as large fill — gold lives in: text accents, hairlines, button fills, numerals, stars, mark/highlight. ### Typography ``` Display: Playfair Display — 700/800 weight, -0.025em tracking, line-height 0.98–1.05 Body: Manrope — 400/500/600, line-height 1.55–1.65 Italic: Cormorant Garamond — 500 italic, for kicker phrases ("Our Disciplines") Mono: SF Mono / ui-mono — only inside code samples on the DS pages ``` **Type pattern (signature):** eyebrow + italic kicker + display title — the 3-line section header. ``` EXPERTISE ← .eyebrow.gold (uppercase, 0.22em tracking) Our Disciplines ← .kicker (Cormorant italic, 1.5rem, gold-deep) Bespoke Expertise ← .h2 (Playfair 700, clamp 1.75–2.75rem) ``` **Italic discipline:** italics are *only* Cormorant Garamond — never Manrope italic (the body font's italic looks generic). This is the most common slip that breaks the brand. --- ## 🧱 Signature patterns These are the patterns that *make* the brand recognizable. If you remove them, the design degrades to generic-contractor. 1. **Numbered service cards (01–06)** — italic gold numeral top-left, big Playfair title, body, "Explore →" link. Hover lifts 4px + gold border. 2. **Editorial pull-block / Philosophy** — navy background, gigantic open-quote glyph in gold, italic Playfair body, "Dmitriy & team" attribution. 3. **Marquee trust strip** — navy band with gold ★ separators between four trust claims: "20+ Years Experience • 100% Satisfaction Guarantee • Top Rated in Arizona • Fully Licensed & Insured." 4. **Showcase project grid** — 4:5 portrait tiles, image fills, gold italic numeral top-left, project name + uppercase gold category bottom-left over gradient scrim. 5. **3-line section heads** — eyebrow → italic kicker → display title (see above). 6. **Cream paper + navy ink** — never invert default; navy is for nav, footer, philosophy block, hero overlay, CTA band. Body sections are always cream. --- ## 🗣 Voice anchors (verbatim from live) Pull copy directly from this list whenever a slot allows — these are the strongest brand phrases. - **"Elevating Spaces."** — primary tagline. Use as hero headline OR as page-bottom signature. - **"We craft masterful renovations in Arizona, blending timeless aesthetics with uncompromising quality."** — hero lede. - **"The Art of Perfection"** — philosophy block title. - **"Bespoke Expertise"** — services section title. - **"From the first sketch to the final polish, we are with you."** — philosophy body. - **"Our ultimate goal is to exceed your expectations."** — closing line. - **"Premier Remodeling in Arizona"** — SEO block H2 / footer. - **"Crafting luxurious living spaces in Arizona with integrity, precision, and an unwavering commitment to excellence."** — footer descriptor. - **"Let's Talk."** — CTA / contact block. **Voice tone:** courteous, precise, never folksy. The site never uses "ya'll," "buddy," "guys," "totally," "super." It uses "bespoke," "masterful," "uncompromising," "meticulous." Three syllables preferred over one when the word means the same. --- ## ✋ Forbidden moves - **No emoji icons in nav or service cards.** This brand has none. - **No drop shadows on cards.** Use hairline borders + 4px hover lift only. - **No rounded corners > 4px on cards.** Buttons and pills can be `border-radius: 999px`; cards are square. - **No "before/after" hero treatment.** Reserve for a dedicated case-study pattern, never the homepage. - **No truck or hard-hat imagery.** This brand sells residential design, not contractor labor. - **No purple/teal gradients.** No SaaS-blue-to-purple. Gradients allowed only: navy darken on photos, gold rule line, cream-to-warm-cream wash. - **No Inter / Roboto / Geist swap on display.** Playfair Display is the brand. If load fails, fall back to Cormorant Garamond → Georgia. - **No "Get Quote in 60 Seconds" / "$99 special" marketing pop-ins.** The brand sells $80k+ renovations; price-led promo erodes the estate positioning. --- ## 📐 Spacing & rhythm - Section vertical padding: `clamp(3rem, 5vw, 5rem)` — generous, magazine-paced - Container max-width: `1240px` with `clamp(1.5rem, 4vw, 3.5rem)` gutter - Card padding: `36px 32px 32px` - Heading → body gap: `24px` - Eyebrow → kicker → title gaps: `12px / 14px` --- ## 🔗 Facts of the business (for content fills) | Field | Value | |---|---| | Founder | Dmitriy | | Phone | (602) 492-2058 | | License | ROC 345112 | | Year founded | ~2004 (20+ years) | | Service areas | Chandler · Tempe · Gilbert · Mesa · Queen Creek · Scottsdale · Paradise Valley | | Services | Kitchen · Bathroom · General Contracting · Renovation/Interior Design · Whole-Home · Tile Installation | | Reviews | 67 on Google, "Excellent" / 5★ average | | Social | Instagram · Facebook · Houzz | --- ## 🎨 Palette variations (palettes.json) Four palettes ship — same skeleton, different temperature/era: 1. **Estate** (default) — `#082e5f` navy + `#d4af37` gold + `#fcfbf9` cream. The live site. 2. **Onyx** — `#0d0d0d` black + brushed `#b08d57` bronze + `#f3efe7` warm ivory. Modern penthouse, nightlife, masculine. 3. **Desert** — `#5d6048` deep sage + `#b85c38` terracotta + `#f7f1e6` desert ivory. Phoenix-native, Joshua tree, adobe. 4. **Stone** — `#2c2c2c` deep stone + `#8b6f47` warm bronze + `#ebe3d4` putty. European, Cotswolds, quieter. All four pass WCAG AA on body and primary text. --- ## 🧭 Tonal cousins map If you're not sure whether a design choice belongs here, ask: *would this appear in a 2-page Architectural Digest spread?* If yes → ship. If it would belong in a Lowe's circular → kill. - **Yes (tonal cousins):** AD, Dwell, Pentagram, MetalDesigner, Aman resorts, Soho House, Restoration Hardware Source Books - **Definitely no:** Lowe's, Home Depot, Bob Vila, Angie's List, ServiceMaster