Brand Style Guide

PointOak Retirement Advisors

Independent, fee-only fiduciary wealth management. This guide captures the visual identity and voice that make the PointOak brand feel sophisticated, calm, and trustworthy.

Source · pointoak.com Prepared by · TKX Media
01 · Color

The Palette

A confident navy core, balanced by a brighter blue for energy and warm neutrals for an airy, premium feel. Keep backgrounds light. Lead with navy.

Primary

PointOak Navy
#003754
Primary brand — headlines, nav, CTAs
Deep Blue
#005580
Hover states, secondary accents
Bright Blue
#0078B8
Highlights, eyebrows, gradient end
Midnight Navy
#002A40
Dark sections, deep contrast

Signature Gradient

Used on hero banners and feature accents.

linear-gradient(90deg, #003754 0%, #0078B8 100%)

Neutrals

Off-White
#FBFBFB
Default page background
Warm Cream
#F5F3EF
Alt section background
Pale Blue
#EDF4F8
Alt section background
Light Gray
#E4E4E4
Dividers, soft fills
Muted Text
#707070
Captions, secondary copy
Body Text
#000000
Primary paragraph color
02 · Typography

Type System

The site loads four Google Fonts. Lead with Outfit for headlines and DM Sans for body — those carry 90% of the brand. Poppins and Plus Jakarta Sans round out subheads and UI accents.

Aa
Outfit
Display & headlines · 500–700
Aa
DM Sans
Body copy · 400–500
Aa
Poppins
Subheads, eyebrows · 500–600
Aa
Plus Jakarta Sans
Mid-weight UI · 400–600

Scale & Usage

H1 · HeroOutfit · 700
48–64px
Your Financial Journey. Our Expertise.
H2 · SectionOutfit · 600
32–40px
Why Clients Choose PointOak
H3 · SubsectionPoppins · 600
22–26px
Retirement Income Planning
EyebrowPoppins · 500
12–14px · 0.2em tracking
Analyze · Optimize · Maximize
BodyDM Sans · 400
16–18px · 1.6 line-height
PointOak is an independent, fee-only wealth advisory firm and fiduciary serving high-net-worth individuals and families. We turn sophisticated financial strategies into clear, actionable plans aligned with your long-term goals.
CaptionDM Sans · 400
13–14px · muted
Serving clients ages 25–75 across the DC/MD/VA metro and nationwide.
03 · Components

Buttons & CTAs

Action-led copy. Generous padding. Navy by default. Hover to a deeper blue with a subtle lift.

CTA copy patterns: Schedule a Consultation · Learn More · Read Our Approach · Get Started · Explore Our Services

04 · Voice

How PointOak Sounds

Sophisticated, but plain-spoken. The expertise is implied; the tone is calm and confident — like a trusted partner, not a sales pitch.

Sophisticated, Simply Explained

Complex financial concepts in clear language. No jargon for jargon's sake.

Fiduciary-First

Independent. Fee-only. No commissions, no conflicts. State it plainly and often.

White-Glove, Personal

"Your personal financial advocate." Service-led. Relational, never transactional.

Confident, Not Boastful

Trust signals stated as fact — $1.08B AUM, 50+ years. Let the numbers carry the weight.

✓ Do

  • Use short, active sentences
  • Lead with the client benefit
  • Say "fiduciary," "fee-only," "independent"
  • Reference real outcomes (income, peace of mind)
  • Speak like a trusted advisor over coffee

✕ Don't

  • Use Wall Street jargon without context
  • Sound salesy or urgent ("Act now!")
  • Overpromise returns or outcomes
  • Use buzzwords like "synergy" or "leverage"
  • Hard-sell — let the value speak
05 · Imagery

Imagery & Iconography

Real, calm, affluent. Show the life clients have built, not the financial industry's clichés.

✓ Do

  • Mature professionals, families, real moments
  • DC-metro flavor — local, grounded
  • Retirement lifestyle (travel, grandkids, hobbies)
  • Soft natural lighting, candid feel
  • Thin-line, single-weight icons in navy

✕ Don't

  • Generic handshake stock photos
  • Bull/bear/stock-ticker clichés
  • Cheesy dollar signs or gold bars
  • Sterile corporate boardrooms
  • Overly filtered or unrealistic imagery
06 · Cheat Sheet

Quick Reference

Copy-paste this into a brief, a design ticket, or a developer handoff.

PRIMARY#003754 PointOak Navy
ACCENT#0078B8 Bright Blue
DEEP#005580 Hover / Secondary
DARK#002A40 Midnight
BG#FBFBFB / #F5F3EF / #EDF4F8
TEXT#000000 body · #707070 muted
DIVIDER#E4E4E4

GRADIENT90deg, #003754 → #0078B8

HEADLINESOutfit · 600/700
BODYDM Sans · 400/500
SUBHEADSPoppins · 500/600
UIPlus Jakarta Sans · 400/600

TAGLINEAnalyze · Optimize · Maximize
RADIUS6–8px (buttons), 10–12px (cards)