SJV Homes — Brand & Marketing Guidelines

Brand Identity

Logo, colors, and typography that define SJV Homes

Logo Versions

Four approved logo files. Use horizontal as the preferred version whenever space allows. Use reversed (white) versions on red, navy, or black backgrounds only.

Horizontal — Full ColorPreferred version. Emblem left, wordmark right.

Vertical / Stacked — Full ColorUse when horizontal doesn't fit.

Horizontal — Reversed (White)For use on red, navy, or black backgrounds.

Vertical / Stacked — Reversed (White)For use on red, navy, or black backgrounds.

Logo Rules

× Do not alter, recreate, stretch, recolor, or modify the logo

✓ Maintain clear space equal to the height of the "H" in HOMES on all sides

× No other elements may penetrate the clear space zone

✓ Emblem: PMS 1795 Red · Type: Black · Reversed: White only

× Never place full-color logo on a busy background without contrast

Brand Colors

SJV Red

PMS 1795
CMYK: C0 M96 Y90 K2
HEX: #E12121

SJV Navy

PMS 2955
CMYK: C100 M55 Y10 K48
HEX: #003762

Black

CMYK: C0 M0 Y0 K100
HEX: #1C1C1A

Light Gray

HEX: #F4F4F4
Section backgrounds, cards, subtle separation

Gold

HEX: #FFB920
CTA buttons, occasional accents

Red is the dominant accent — use it intentionally. Navy grounds layouts. Avoid pairing red and navy in equal weight. Do not introduce off-brand colors without approval.

Typography

Myriad Pro is the primary brand font for print and designed pieces. For digital applications where Myriad Pro is unavailable — websites, HTML emails, web apps, and other screen-based media — use Source Sans 3 (available free via Google Fonts). Source Sans 3 closely matches Myriad Pro's proportions, x-height, and humanist style. Do not substitute with system fonts in designed pieces. Use Condensed variants when space is constrained — never stretch or compress regular weights.

Weight	Use Case
Light / Light Italic	Supporting copy, captions, fine print, section subtitles
Regular / Italic	Body copy, paragraph text
Semibold / Semibold Italic	Subheadings, callouts, emphasis
Bold / Bold Italic	Headlines, strong emphasis
Black / Black Italic	Display headlines, hero copy, section titles
Condensed family	Tight spaces, labels, navigation, badges

Digital Substitute — Source Sans 3

When Myriad Pro cannot be embedded — websites, landing pages, web applications, and other digital contexts — use Source Sans 3 from Google Fonts. It mirrors Myriad Pro's humanist structure and is available in matching weights:

Myriad Pro Weight	Source Sans 3 Equivalent
Light / Light Italic	300 Light / 300 Light Italic
Regular / Italic	400 Regular / 400 Italic
Semibold / Semibold Italic	600 Semibold / 600 Italic
Bold / Bold Italic	700 Bold / 700 Italic
Black / Black Italic	900 Black

Signature Typographic Combination

Bold Headline in Black Weight

Supporting line in Light weight at a smaller size

This pairing — heavy weight title followed by a lighter weight subtitle — is the signature typographic pattern for SJV materials. Use it for section openers, page heroes, and anywhere a clear content hierarchy is needed. The contrast between Black/Bold and Light weights creates structure and elegance without additional design elements. A thin red rule below completes the pattern.

Email signature exception: Arial substitutes for Myriad Pro in email signature blocks — Bold 13pt for name, Italic 13pt for title, Regular 13pt for contact info. For designed HTML email templates, use Source Sans 3 as the primary font with Arial as the system fallback.

Voice & Tone

How SJV Homes sounds across every touchpoint

Brand Voice Pillars

Local & Rooted

SJV speaks as a neighbor, not a corporation. "The Valley is our home" is the operating truth. Every employee, every trade partner, every lot is local. Voice should reflect community pride, not corporate-speak.

Warm but Confident

Not sappy. Not pushy. SJV earns trust through competence and warmth — the contractor who's also your neighbor. Confidence from track record (4,500+ homes, #1 permits), not bragging.

Clear and Helpful

Home buying is complicated. SJV simplifies it. Voice should reduce anxiety, not amplify it. Avoid jargon. When something is complex, break it down and guide.

Service-Forward

"Service First" is in the tagline because it's real. Voice reflects this: proactive, responsive, accountable. Never dismissive of buyer concerns. Leans into the promise.

Tone by Context

Context	Tone
Advertising / Social	Warm, aspirational, conversational — talk to the dream
Website / Community Pages	Helpful, clear, benefit-forward — answer their real questions
Email Nurturing	Personal, knowledgeable, low-pressure — like a trusted advisor
CX / Post-Sale	Accountable, responsive, reassuring
Press / Institutional	Professional, proud, data-backed
Sales Team Scripts	Empathetic, expert, objection-ready

Voice Do's & Don'ts

Do

Use "we" and "you" — keep it human and direct
Reference the Valley, local roots, community ties
Lead with the buyer's goal, not the home's features
Acknowledge the emotional weight of a home purchase
Be specific: "600+ homes in 2022" beats "thousands of happy families"

Don't

Use corporate filler ("world-class," "best-in-class") without proof
Over-promise on timelines or outcomes
Lead with specs before connecting emotionally
Use passive voice in CTAs
Sound like a national builder — SJV's local identity is the differentiator

Messaging & Key Copy

Core framework, proof points, and persona-specific hooks

Core Messaging Framework

Element	Copy
Tagline	Built Around You
Brand Promise	Making the home-buying experience joyful, from first handshake to keys
Identity Statement	The Valley is our home
Customer Promise	Joyful experience · Superior post-sale service · Service always first · Quality never compromised
Differentiator	Local builder, local team, local investment — in the communities we build

Proof Points

Use these to back up claims in marketing copy and sales conversations.

4,500+ homes closed since 2013
#1 builder by permits in Tulare and Kings Counties — multiple consecutive years
Out-permitted Lennar, D.R. Horton, Woodside in core markets
Builder 100 ranking — #95 on Builder Magazine's 2024 Top & Next 100
Builder of Choice Award 2022 — 93% overall score from trade partners

NPS of 41.0 (Benchmark 2026) — "Very Good" category; target 50+
89% of buyers would refer their Sales Specialist
87% of buyers would refer their Superintendent
All employees and trade partners are Valley residents

Headline & Copy Direction

From the Brand Positioning Workshop (March 2026). Use these as starting points for campaign headlines, landing pages, and advertising copy.

General / Brand

The Right Home for Right Now

Built for Life in the Valley

Move-Up (Victor & Patricia)

Upgrade the Way You Live

More Space for the Life You've Built · Finally, a Home That Feels Like an Upgrade

First-Time Buyer (Daniel & Maria)

Stop Renting. Start Living.

Your First Home Starts Here · Your Own Front Door

Entry Buyer (Kevin & Alyssa)

Stop Paying Rent. Start Building Equity.

A Home of Your Own Starts Here · A Place That's Finally Yours

Design & Value

Great Design Shouldn't Be Out of Reach

Better Design at a Better Price · Beautiful Homes. Honest Prices.

Tagline Options

Built Around You

Built Local. Priced Right. · Designed for Living. Built with Love. · Homes Built the Right Way

Buyer Personas

Three core buyer profiles that drive all SJV marketing

Victor & Patricia Traditional Move-Up Entry

50% of sales

Age 41–61 · Married · School-age kids · College educated · Police, Nurses, Firefighters · HH Income $84K–$104K

Product: 50 Series · $423K–$550K · Avg. upgrades $8K–$34K

Goals

More space, better design, strong school district, backyard, less maintenance

Top Motivators

Location/Convenience (highest), Style/Design (high), Price (moderate), Speed (low)

Primary Objections

Can't sell current home first
Interest rate squeeze
Backyard too small
All-electric concern

Best Channels

Social media, video tours, website/blog, email nurturing

We've worked hard to get here — we're not settling.

Daniel & Maria Traditional Entry First-Time Buyer

25% of sales

Age 29–45 · Married · Young kids / toddlers · High School / Some college · Trades, Teachers, First Responders · HH Income $76K–$95K

Product: 40 Series · $380K–$475K · Avg. upgrades $7.9K–$11K

Goals

Homeownership, space for family, backyard, freedom from renting

Top Motivators

Price (highest), Location (high), Speed (moderate)

Primary Objections

Payment vs. rent comparison
Limited down payment
Qualifying issues
Comparing to move-up product

Best Channels

Paid ads (Google/social), walk-in traffic, blog education, text/phone

We've been saving for years — we just want a place of our own.

Kevin & Alyssa High-Density First-Time Buyer

25% of sales

Age 20–30 · Engaged · No kids yet · College · Teachers, Police, Military, Nurses · HH Income $68K–$80K

Product: High Density · $350K–$410K · Avg. upgrades $7K

Goals

Stop renting, build equity, independence, low-maintenance living

Top Motivators

Price (highest), Location (moderate), Speed (low)

Primary Objections

HOA concerns
No 4th bedroom
Down payment stretch
Single-car garage; two-story

Best Channels

TikTok/Instagram, email/blog education, signage, lender partnerships

We're tired of paying someone else's rent.

Persona-Specific Messaging Hooks

Victor & Patricia — Move-Up, 50% of sales

"We've worked hard to get here — we're not settling. We want a home that finally feels like we've made it."

Angle: Earned upgrade, design quality, school districts, less maintenance
Channel: Social media (primary), video tours, email nurturing

Daniel & Maria — Traditional FTHB, 25% of sales

"We've been saving for years — we just want a place of our own where our kids can have a backyard."

Angle: Pride of ownership, family space, freedom, trusted local builder
Channel: Paid ads, walk-in traffic, blog education, text/phone

Kevin & Alyssa — High-Density FTHB, 25% of sales

"We're tired of paying someone else's rent — we just want a place of our own."

Angle: Stop renting, build equity, independence, low-maintenance
Channel: TikTok/Instagram, email/blog education, lender partnerships

Brand Positioning

Hero's Journey framework from the Brand Positioning Workshop

The buyer is the hero. SJV Homes is the guide. This framework blends all three personas into one unified SJV brand narrative. Source: Brand Positioning Workshop, March 2026.

1. The Character — What Do They Want?

Stability, status, and happiness — a home that finally feels like theirs
To stop paying someone else's mortgage and start building their own equity
Freedom — to have a dog, paint the walls, make it a home without asking permission
The confidence that they made the right choice at this stage of their life
Modern design and quality — not what a resale home offers
Space for their family to grow, gather, and settle in
A builder they can trust to actually deliver what they promised

2. Has a Problem

The Villain: The affordability squeeze — rising prices, rising rates, and rising rents hitting at the same time. A housing market that feels rigged against working families.

External: Down payments that feel out of reach, limited inventory, timing traps (can't sell and buy simultaneously), confusing process with no clear guide, impersonal corporate builders.

Internal: Fear of the unknown, self-doubt about deserving this move, anxiety about the biggest financial decision of their lives, feeling invisible — like the market wasn't built for people like them.

Philosophical: Hard-working, tax-paying people should be able to own a home. Working families in the Valley can't afford to own the homes they help build. National builders treat Central Valley buyers like a transaction, not a neighbor.

3. And Meets a Guide

Empathy: We understand how hard it is to buy in this market. We know you've been saving, planning, and waiting. Nobody should have to figure out the biggest purchase of their life alone, without a guide who actually knows the Valley.

Authority: Sales offices staffed daily. Every employee and trade partner is from the Valley. A Design Center with real choices — semi-custom feel at a production price point. 4,500+ homes closed. #1 permits in Tulare and Kings Counties. If the price doesn't fit one community, we'll send you to another SJV neighborhood.

4. Who Gives Them a Plan

Visit a model home — walk in any time, no appointment needed
Connect with a preferred lender — find out exactly what you qualify for
Choose your home and personalize your selections at our Design Center
Move in

Our promise: Great communication throughout. Education at every stage. Honesty about availability, cost, and expectations. If something isn't right, we'll fix it.

5. And Calls Them to Action

Direct CTA: Visit our sales office — walk in or call to schedule. We're open daily.

Transitional CTAs: Video conference tours, virtual floor plan tours, payment calculator, first-time buyer guide download, community alerts signup, preferred lender pre-qualification.

6. That Ends in Success

The Instagram photo in front of the house. The family seeing it for the first time. The first holiday they finally host.
Pride — not just that they have a house, but that they did something hard and made it through
They're sitting on their own patio, in their own backyard, in a neighborhood they chose
They told their friends, coworkers, and family — they became advocates

7. That Helps Them Avoid Failure

They stay stuck — the same pain doesn't go away
They wait for rates to drop. Rates drop a little. The house now costs $15K more
They buy from a national builder, something goes wrong, and nobody picks up the phone
Another year of rent increases with nothing to show for it

Character Transformation

From

Renters stuck in a system that takes their money
Anxious — afraid the process is too much for them
Invisible — overlooked by big builders who don't know the Valley
Uncertain — not sure they'll qualify or the timing is right

Homeowners — equity-building, stable, keys in hand
Proud — they did something hard and it was worth it
Seen — a local builder knew their name and delivered
Confident — the process was clearer than they expected

Competitive Positioning

How SJV differentiates against national builders in the Central Valley

Competitive Landscape

SJV competes directly with national builders in the Central Valley. SJV has out-permitted national builders in Tulare County, including surpassing Lennar.

Lennar

National scale, less personalization, less local identity

D.R. Horton

Volume player, commoditized experience

KB Home

Design customization competitor

Woodside Homes

Regional competitor

Competitive Advantages

Advantage	Proof Point
Local identity & community investment	All employees and trades are Valley residents
Permit leadership	#1 in Tulare and Kings Counties over nationals
Customization	Design Center — selections for cabinetry, flooring, fixtures, countertops
Trade relationships	Builder of Choice Award 2022 — 93% from trade partners
Scale with local feel	4,500+ homes; Builder 100 ranked
Strong individual relationships	89% referral intent for Sales; 87% for Superintendents
Capital backing for growth	Merced Capital + Presidio structure supports land acquisition and expansion

Photography & Visual Style

Direction for imagery and visual tone across channels

Photography Direction

SJV photography should convey real Valley life — aspirational but attainable, warm and livable, locally proud.

Subject Priorities

Lifestyle / Family moments in and around the home
Exterior curb appeal — stone, siding, carriage details
Interior hero shots — kitchen, great room, primary suite
Community context — neighbors, streets, local amenities
Design Center selections — personalization story

Photography Style

Natural light preferred over studio lighting
Warm color temperature — inviting, not clinical
Inclusive casting — reflects Valley demographic (Latino families strongly represented)
Avoid overly aspirational imagery that doesn't match price point

Exterior Photography

Professional twilight/blue-hour photography is the standard for SJV exterior shots. Warm interior glow against dusk skies conveys aspiration and livability.

Laurelwood — Carmel plan exterior at twilight

Laurelwood — Carmel 1753

Stonebrook — Naples plan exterior at twilight

Stonebrook — Naples 2105

Sycamore Ranch — Verona plan exterior at twilight

Sycamore Ranch — Verona 3205

Interior Photography

Kitchen and living spaces are the hero interior shots. Natural light, warm tones, and current design trends — staged to feel aspirational but attainable.

Carlton — Kitchen

Hawthorne — Kitchen

Carlton — Living Room

Lifestyle & Community

Lifestyle imagery should feel warm, genuine, and inclusive. Family moments, multigenerational connection, and the Valley itself tell the SJV story.

Father reading with children on the couch

Lifestyle — Family at home

Lifestyle — Multigenerational

San Joaquin Valley landscape with fields and mountains

The Valley — Regional identity

Visual Tone by Channel

Social (Move-Up) Aspirational lifestyle, design-forward, warm

Social (FTHB) Relatable, energetic, community-oriented

Website Clean, clear, conversion-focused, trust-building

Email Simple, scannable, brand-consistent but not heavy

Print / Signage Bold, legible, red-forward, high contrast

CX / Documents Professional, clean, Navy + White primary

Digital Advertising Components

Standard UI patterns used across banner ads, landing pages, and digital campaigns. These components maintain brand consistency at every touchpoint.

CTA Buttons — Pill Style

All call-to-action buttons use the rounded pill shape. Three primary variants for different backgrounds. Use uppercase, bold, tracked lettering.

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Red Separator Line

A thin red horizontal rule separates major content zones — between photography and logo lockups, between sections, and above the footer. Used sparingly for maximum impact. In horizontal ad layouts, a red vertical line separates the photo from the content panel.

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From the high $300s

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Vertical ad — gradient content block, red separator, logo lockup on white

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Come see the model March 28th!

Visit Us

Horizontal ad — red vertical accent line separates photo from navy content

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