Homeroots Luxury Homes Playbook

P L AY B O O K A N D V I S U A L IDENTITY GUIDELINES 1

INTRODUCTION Every interaction – whether it is spoken, written or electronic – is an opportunity for us to strengthen our brand identity. This is important, because by strengthening our brand identity, we show how we bring value to the families we serve, and how we differentiate ourselves from competitors.

We know we have a unique value, but how do we live and communicate it? As we continue to build on the strengths of our brand, this playbook helps to ensure that the assets of our brand are clear to you, and that all HomeRoots Luxury Homes communications carry a consistent message and brand identity.

We want all of our communications and interactions to represent the brand image that we are building and strengthening. Strong brands are built through brand voice, brand statements, and brand philosophy. Our organizational values should be shared through our brand. Our personality should shine through in our brand. And, our brand should suggest the kinds of people who buy our homes.

While we want to build brand awareness for HomeRoots Luxury Homes, we ultimately want to build brand loyalty with our homebuyers. This is accomplished by meeting, and even exceeding, their expectations. Our brand helps to develop expectations and perceptions through a number of tools. They include: our name, the logo we use, our tagline, the key messages we use, the graphics we use, the typography we use, the colors we use and our stories.

This playbook provides more details on how these tools can be used, both internally and externally, in a consistent manner to continue to strengthen our brand and project a positive brand image. It is not intended to be restrictive or limiting.

It is a guide to help maintain consistency, while allowing creativity.

Discover more at homerootsluxuryhomes.com/playbook Version 2/24

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BRAND STATEMENT At HomeRoots Luxury Homes, we redefine luxury living by seamlessly blending sophistication and warmth. As a custom home builder, we don’t just construct houses; we craft homes that resonate with your heart and soul.

Our commitment to providing comfort and luxury sets us apart, ensuring a trustworthy and reliable partnership. Rooted in family values and country living, we embrace wide open spaces and the responsibility of building your dream home.

Every project is approached with confidence and decisiveness, reflecting our understanding that a home is more than an investment—it’s a profound reflection of your unique story.

BRAND PHILOSOPHY We are committed to innovation, delivering quality luxury homes with cutting-edge designs. Our customer-centric approach ensures a deep understanding and fulfillment of each unique need. Emphasizing sustainability, we adopt eco-friendly practices in all our homes.

We use the highest-quality products to deliver architectural excellence and timeless design. Meticulous craftsmanship in each home reflects our dedication to exceptional quality. We believe in providing personalized experiences that surpass expectations throughout the building process. HomeRoots Luxury Homes embodies these principles, driving our pursuit of excellence and shaping our brand’s identity. © 2024 HomeRoots Luxury Homes | All Rights Reserved

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OUR WHY

WHY HOMEROOTS? HomeRoots Luxury Homes, our “why” is to create exceptional luxury homes rooted in family values, country living, and biblical principles. With over 75 years of combined experience, our team of partners are dedicated to designing and constructing homes that reflect the unique needs and values of our clients. We pay meticulous attention to detail and customization, ensuring that every aspect of the home is thoughtfully considered and expertly executed.

Beyond creating beautiful spaces, we emphasize the importance of fostering a sense of community and belonging within our homes. We believe that a home is not just a house, but a place where families can grow, thrive, and make lasting memories together. Our commitment to upholding biblical values guides our work, infusing each home with a sense of purpose and meaning.

Exceptional customer service is at the core of our business.

From the initial design concepts to the final inspections and beyond, we are dedicated to making the home building process seamless, stress-free, and enjoyable for our clients.

We understand that building a home is a significant investment, and we strive to exceed expectations by providing personalized attention and support every step of the way.

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KEY MANAGEMENT

GABRIEL GUTIERREZ - OWNER Gabriel Gutierrez has distinguished himself as a leading figure in the homebuilding industry and operational excellence, boasting over a decade of experience that includes constructing more than 200 homes worth $345 million and being recognized as the best builder in the Dallas-Fort Worth area.

His remarkable journey includes pivotal roles such as Construction Manager at Coventry Homes (MHI), where he was awarded “Best Home Builder” annually for his unmatched quality and efficiency, and at My Country Homes, contributing significantly to the company’s success.

Additionally, as the Owner/CEO of ArcAngel Construction, he enhanced retail spaces across DFW with cost-effective remodels. Prior to his achievements in homebuilding, Gabriel’s 25-year tenure at Airbus Group, Inc., saw him excel as Manager of Continuous Improvement, where he saved the company over $3 billion through Lean Six Sigma methodologies, managed up to 240 employees, and led global operational improvements.

Holding a Bachelor of Arts in Industrial Engineering from the University of Miami, Gabriel’s expertise spans both detailed craftsmanship in construction and strategic operational enhancements, making him a paragon of industry excellence and innovation.

Gabe and his wife “Sammie” have a family of 3 children and one granddaughter. They love riding horses together, sporting events and living life on a farm.

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KEY MANAGEMENT

ANDRE BAILEY - OWNER With over two decades of banking experience, Andre has distinguished himself as a pivotal figure in finance, successfully funding over $2 billion in commercial loans across the United States.

His career, highlighted by roles at prominent institutions such as GE Capital, Cohen Financial, and Zions Bank National Real Estate, demonstrates his mastery in structuring debt and equity for major companies and arranging diverse financing solutions for construction projects from residential subdivisions to expansive mixed-use developments.

Andre’s financial expertise extends to various funding avenues, including conventional banks, private institutions, CMBS securitization, insurance/pension funds, and SBA loans. As a Chief Financial Officer for a hospitality company, he further showcased his operational and financial prowess, underpinned by a hands-on real estate background rooted in family-led home remodeling and sales, embodying the ethos “You can’t get hurt with dirt.”

His educational credentials from W.P. Carey School of Global Business at Arizona State University, with a BS in International Finance and Global Leadership, complement his comprehensive experience, making him a formidable force in both the strategic and operational facets of finance and business management.

Andre and his wife, Melissa, have 4 children. They spend time at sport events, theater, and vacationing to extended family.

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KEY MANAGEMENT

SHAWN MERCHANT – PROJECT MANAGER Since 2018, as McGuyer Homebuilders (MHI)’s Production Manager, Shawn has adeptly orchestrated the daily construction of 10 to 35 homes, overseeing operations across four communities and ensuring construction managers have the necessary resources for success. His leadership extends to conducting monthly training sessions and onboarding new hires, fostering a culture of excellence in homebuilding and scheduling.

This commitment to quality has earned him the distinction of being the #1 builder in DFW for production over seven consecutive years, alongside receiving the Building Excellence award annually.

His prior roles encapsulate a broad spectrum of construction management experience, including a promotion to Lead Construction Manager at MHI for his outstanding performance, managing operations at Lennar Homes, overseeing site logistics at Living Earth Technology in Dallas, and entrepreneurial ventures with Sundance Stone/Rustic Wall, where he combined design with hands-on construction management.

His early career at Legacy Homes and a stint as Construction and Warranty Manager at Lennar Homes laid the groundwork for his success, all underpinned by his education at East Texas State University and Edward S. Marcus High School. Shawn and his wife, Amanda, have 2 children. They love to vacation together, snow skiing, and swimming at the beach.

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MISSION STATEMENT

MISSION At HomeRoots Luxury Homes, we aim to create exceptional homes rooted in family values and country living. Our commitment to building luxury homes is matched by our dedication to upholding biblical values. We design and construct functional yet stunning homes that reflect our client’s unique needs and values. Guided by Matthew 6:21, which states, “For where your treasure is, there your heart will be also,” therefore we believe that a home is more than just a physical structure, it’s a reflection of the heart and soul of its homeowners. From initial design concepts to final inspections, we provide seamless customer service and support throughout the home-building journey.

At HomeRoots Luxury Homes, we take pride in building exceptional homes and creating spaces for families to make lasting memories and peace.

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OUR VISION

VISION HomeRoots Luxury Homes is more than just a brand; it is a promise.

It is a promise to deliver homes that resonate with the essence of family, inspire a unique lifestyle, and stand as a testament to our visionary and confident approach.

Our homeowners discover that we truly redefine the concept of luxurious living, focusing on family, integrity, and unparalleled craftsmanship. We strive to find a balance in all those things to create a peaceful and harmonious home that nurtures the best in all of us.

At HomeRoots Luxury Homes, our vision is to redefine luxurious living by creating family-oriented homes that go beyond construction. We believe a home should be an extraordinary living experience, embodying an inspirational design philosophy and providing peace and serenity for homeowners.

We take pride in being experts in the field, combining a visionary approach with transparency and integrity.

Our commitment to communities drives us to contribute to their development, while we promise to deliver homes that resonate with the essence of family, inspire a unique lifestyle, and showcase unparalleled craftsmanship. In conclusion, we redefine luxury living with a focus on family, integrity, and visionary design.

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TARGET MARKET

TARGET MARKET SUMMARY HomeRoots Luxury Homes is a custom homebuilder that specifically caters to an affluent and educated target audience aged 40 and above with a household income of 140K plus. Our potential homebuyers are married couples with children or empty nesters, predominantly from the Caucasian demographic. These individuals reside in the north DFW area, where properties are expensive and space is limited. Our target market faces several pain points and has specific motivations that we aim to address.

Homebuyers desire more space and property than what is typically offered by suburban lots, and they dislike the rules and restrictions imposed by homeowners’ associations (HOAs) that limit their customization and freedoms. Furthermore, they have a discerning taste and appreciate superior quality and finer things.

Homebuyers have experienced disappointment with inferior products and brands and are seeking a superior luxury home building experience.

The values and lifestyle of our target audience are centered around family and traditional values, and homebuyers are actively involved in their church or faith communities. Homebuyers aspire to a simpler, peaceful country lifestyle and appreciate the freedom that comes with living outside the confines of the suburbs. Homeowners are empowered to exercise full control over their land, embracing the country/western lifestyle, and including livestock without restrictions, fulfilling their motivation for autonomy and the freedom to do as they please.

HomeRoots Luxury Homes also solves these problems by providing larger lots without HOA restrictions, delivering superior quality, luxury home products, focusing on customization and building freedom, and offering the peaceful country lifestyle they desire. We have chosen to target this audience because homebuyers are willing to invest in the quality they now demand and actively seek solutions to their pain points, such as the lack of space and freedom. Moreover, they align with our company’s vision and values of sanctuary living. In conclusion, our target market truly feels they deserve and have earned the right to enjoy their luxury, peace and simplicity and to be free of unnecessary stressors, HOA’s and confinements.

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BUYER PERSONA

BUYER PERSONA The HomeRoots Luxury Homes’ buyer persona serves as a fictional archetype representing our ideal potential homebuyer. This persona is meticulously crafted from insights into the target market’s demographics, values, and lifestyle, incorporating details about their goals, motivations, personality, challenges, and pain points.

The main purpose of our buyer persona is to offer the playbook reader a deep understanding of our target market. This comprehensive insight becomes the foundation for shaping our marketing and sales strategies, allowing us to effectively reach and engage with potential homebuyers.

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BUYER PERSONA

DEMOGRAPHICS

GOALS

• AGE

• Acquire a larger property with

40+

more space than typical suburban lots.

• Gender:

• Build a custom, luxury home

Male and Female.

tailored to their preferences.

• Family Status

• Embrace a peaceful country

Married couples with children or empty nesters.

lifestyle away from suburban confines.

• Ethnicity

Predominantly Caucasian.

• Education

MOTIVATIONS

Affluent and well- educated individuals.

• Desire for more freedom and

• Income

customization in their living space.

$140,000 annually (based on a 1M dollar home).

• Value superior quality and finer things in life.

• Location

North DFW where properties are expensive and are now seeking property in, and other similar rural country areas.

• Seek a sanctuary-like home

building experience without HOA restrictions.

• Empowerment to exercise full control over their land.

• Opportunity to embrace the country/western lifestyle.

• Option to include livestock such

as chickens, cattle, horses, and goats on their land without any restraints or restrictions.

• Deep desire to do what they want, when they want and at any time they want to.

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BUYER PERSONA

VALUES AND LIFESTYLE

• Prioritize family and traditional values.

• Actively involved in church/faith communities.

• Appreciate a simpler, peaceful country lifestyle.

• Value freedom from suburban constraints.

• Enables home buyers to embrace the country/western lifestyle.

PERSONALITY

CHALLENGES

• Discerning

• Limited space and property in

Individuals who demand and appreciate superior quality.

their current suburban location.

• Dissatisfaction with HOA rules

• Visionary

and restrictions on customization.

Seek a customized, luxury living experience that aligns with their vision.

• Experienced disappointment

with inferior products and brands.

• Independent

• Desire a superior luxury home

Value freedom and are hesitant towards restrictive regulations.

and building experience.

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BUYER PERSONA

PAIN POINTS

• Frustration with the lack of space and freedom in suburban areas.

• Annoyance with HOA restrictions hindering customization and personalization.

• Disappointment with inferior products and past home-building experiences.

• Desire for more freedom and customization in their living space.

• Value superior quality and finer things in life.

• Seek a sanctuary-like home building experience without HOA restrictions.

• Lack of empowerment to exercise full control over their land.

• Inability to embrace the country/western lifestyle due to limitations or constraints.

• Restrictions or restraints preventing them from including livestock on their land.

• Feeling restricted and unable to do what they want, when they want, and at any time they want to.

HOW HOMEROOTS SOLVES THE PROBLEM

• Provides larger lots without HOA restrictions, offering more space and freedom to do what they want, when they want to anytime without being told “no”.

• Delivers a superior quality, luxury home product tailored to individual preferences.

• Focuses on customization and building freedom to meet the unique needs of each client.

• Offers the peaceful country/western lifestyle they desire, aligning with their vision of sanctuary living.

• Empowerment and freedom to include livestock on their land.

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BRAND VOICE

BRAND VOICE Our brand voice embodies the essence of our brand identity formed from the voice of our vision and values. Our brand voice reflects that we are:

INTEGRITY

VISIONARY TRANSPARENT UNIQUE LIFESTYLE

PEACEFUL

EXPERTS

UNIQUELY INSPIRATIONAL

CONFIDENT

SERENE

UNIQUELY INVITING

LUXURIOUS

APPROACHABLE

FAMILY ORIENTED

TRUSTWORTHY

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SPIRITUAL

BRAND PERSONALITY

BRAND PERSONALITY Brand personality refers to the set of human characteristics, traits, and values that are attributed to a brand or company.

Our brand personality reflects that we are:

MORAL TRAILBLAZER

INNOVATIVE

TIMELESS REFINED

TRUSTWORTHY OPULENT LUXURIOUS

INDIVIDUALIZED LUXURY

PRESTIGIOUS

SOPHISTICATED

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TAGLINE & SLOGANS

BRAND TAGLINE

Where Country Memories Grow.

BRAND SLOGANS

Homes that last a lifetime Country living in the city

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BRAND PERSONALITY

BRAND PERSONALITY Brand personality refers to the set of human characteristics, traits, and values that are attributed to a brand or company.

Our brand personality reflects that we are:

MORAL TRAILBLAZER

INNOVATIVE

TIMELESS REFINED

TRUSTWORTHY OPULENT LUXURIOUS

INDIVIDUALIZED LUXURY

PRESTIGIOUS

SOPHISTICATED

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LOGOS

OUR LOGO DEFINED Our logo, featuring a tree motif in rich, earthy greens, represents nature, sustainability, and a commitment to luxury. It comprises three distinct elements—Branches, Roots, and Leaves—stylized with sprawling roots and flourishing leaves, symbolizing growth, stability, tradition, and true luxury. The tree, rendered with elegant lines and curves, conveys organic movement, as if growing before our eyes.

PRIMARY LOGO

The primary logo, key to our brand identity, displays a tree motif in rich, earthy greens, symbolizing nature, sustainability, growth, stability, and our deep commitment to our clients. It features three distinct elements—branches, roots, and leaves—each stylized to embody our brand’s flourishing and grounded qualities, reflecting growth, stability, tradition, and luxury.

The tree’s elegant lines and curves create a sense of organic movement, as if growing before our eyes. This logo should be used prominently in all official communications, marketing materials, and signage to maintain consistent brand representation and recognition.

Ensuring the logo is always reproduced with accurate color specifications and proportions is crucial for preserving its authenticity.

LOGO APPLICATION The application of the logo will be multifaceted, seamlessly integrating across various platforms to enhance both print materials, like stationery, and digital mediums, including websites.

The aim is to consistently convey our brand’s promise of luxury, quality, and heritage across all touch points, including marketing materials, digital presence, merchandising, and real estate listings.

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LOGOS

SECONDARY / ALTERNATE LOGO

Our alternate logo serves as a versatile supplement to the main logo, to be used in constrained spaces or where a simplified version is more functional, such as on social media icons, mobile apps, or promotional campaigns. While the alternate logo offers flexibility, it retains the core elements of our brand identity and should be used in a way that complements the primary logo’s prestige and distinction.

MINIMUM SIZE REQUIREMENTS The clear space around the corporate logo should equal the X-height of the uppercase “H” in our brand name.

No text, images, or graphics should intrude this space, though they can align to its edges.

This clear space must be maintained on all sides to preserve the logo’s legibility.

CLEAR SPACE REQUIREMENTS The logo will be used across all platforms to enrich print and digital materials, ensuring a consistent representation of our brand’s luxury, quality, and heritage in marketing, online presence, merchandise, and listings.

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LOGO MISUSE

UNACCEPTABLE LOGO USAGE The HomeRoots Luxury Homes logo must not be modified under any circumstances.

This guide includes specific examples of unacceptable logo usage for clarity. The logo should always contrast sharply with its background. Adapt the logo size to fit digital or print spaces, but always maintain its proportions and legibility in examples shown.

DON’T STRETCH

DON’T REVERSE COLOR

DON’T SKEW

DON’T USE UNBRANDED COLORS

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H H

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H H

Adapt the logo size to fit digital or print spaces, on either top or bottom, but always maintain its proportions and legibility in examples shown.

H H

H H

LOGO USAGE EXAMPLES

COLOR

BRAND COLORS Our logos employs a color scheme with various shades of green, giving it a natural and sophisticated feel. The darkest shade outlines and defines the shape, while the lighter greens are used for detailing, creating a sense of depth and dimension. The strategic selection of our colors allows for a dynamic range of combinations, ensuring our brand stands out with elegance and style.

PRIMARY

The provided color palette is a rich and varied combination of hues that evoke a sense of robust earthiness contrasted with cool, deep tones. When used together, these colors could support a variety of themes from nautical to rustic, from modern to traditional. They have the flexibility to create a design that is at once earthy and grounded but also bold and modern.

SECONDARY COLORS

ACCENT COLORS

The accent color palette consists of a bright, engaging blue that captures attention, and a dark navy blue that imparts depth and professionalism.

The secondary colors feature a warm brown that conveys reliability and earthiness, and a bold burnt orange that stands out and adds a touch of energy.

These colors provide a versatile background for branding, allowing for flexibility in design while maintaining a cohesive visual identity.

These colors are ideal for highlighting important elements and calls to action in branding materials.

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COLOR THEORY

In print, we use exact CMYK values for visual integrity. For web and digital, acknowledging RGB variations, we employ hexadecimal codes for consistent, precise branding on all screens.

Earth Green

Deep Forest Green

Olive Green

Sage

White

CMYK 69/54/89/63

CMYK 61/42/78/25

CMYK 46/21/76/1

CMYK 28/18/33/0

CMYK 0/0/0/0

RGB 45/53/30

RGB 94/106/71

RGB 149/169/100

RGB 187/192/172

RGB 255/255/255

HEX #2D351D

HEX #5E6A47

HEX #95A964

HEX #BBC0AC

HEX #FFFFFF

Navy

Cobalt Blue

Brown

Burnt Orange

CMYK 88/79/37/27

CMYK 100/80/20/5

CMYK 35/65/100/29

CMYK 20/84/100/10

RGB 50/60/96

RGB 8/72/134

RGB 133/81/33

RGB 186/70/21

HEX #323C60

HEX #084886

HEX #855121

HEX #BA4615

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TYPOGRAPHY

TYPOGRAPHY The primary typeface for all brand communications is the Palatino font. Known to be a classic typeface renowned for its elegance and readability, it gracefully combines the warmth of old-style serifs with modern design.

HEADER

SUBHEAD

BODY COPY

TAGLINES

PALATINO

AB C D E F G H I J K LM N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 GARET ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 GARET ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 PALATINO

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

HEADER Suitable for headlines to command attention, ensuring clarity, and defining style and must remain in bold.

COPY Suitable for body text.

SUBHEADER Suitable for accompanying headlines must remain in bold.

INTERIOR PREVIEW BOOK

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MARKETING GUIDELINES

WEBSITE For web design, our marketing strategy focuses on prioritizing responsive, user-friendly design for seamless viewing across all devices, coupled with user-friendly navigation and clear, concise content to enhance the user experience. Ensure brand consistency with logo, color scheme, and typography. Use responsive design for optimal viewing on all devices.

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MARKETING GUIDELINES

STATIONERY AND PRINT Our stationery and print branding incorporate our signature logo, color palette, iconography, and typography for brand consistency. Design should be elegant, reflecting luxury and quality. Ensure legibility and space for contact information. Use high-quality materials to echo our commitment to excellence.

FRONT

BACK

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MARKETING GUIDELINES

PROMOTIONAL COLLATERAL We aim to consistently convey our brand in both print materials, marketing materials, digital presence, merchandising, and real estate listings. Ensure brand consistency with logo, color scheme, and typography. Use responsive design for optimal viewing on all devices. Prioritize user-friendly navigation and clear, concise content.

BACK

FRONT

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EMAIL SIGNATURES

EMAIL SIGNATURES Our email signatures provided during onboarding, must remain unedited and comply with TREC and IABS regulations. Avoid altering fonts, adding quotes, or pictures, and restrict usage to desktop/laptop systems only, and should reflect the following example.

maureen dates

executive director

DIRECT–214.248.5561 • MOBILE–214.248.5561

maureen @ homerootsluxuryhomes . com

WITH MAIN LOGO

maureen dates

executive director

DIRECT–214.248.5561 • MOBILE–214.248.5561

maureen @ homerootsluxuryhomes . com

WITH SECONDARY LOGO

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MARKETING GUIDELINES

SOCIAL MEDIA In our social media branding, we combine visually appealing content with consistent messaging to enhance brand recognition and engagement. Focus on authentic storytelling with a strategy rooted in showcasing luxury, tradition, and innovation across all platforms.

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MARKETING GUIDELINES

SOCIAL MEDIA DO’S AND DON’TS Our social media branding combines visually appealing content with consistent messaging to enhance brand recognition and engagement. We believe in the power of authentic storytelling, showcasing luxury, tradition, and innovation across platforms.

It’s important for us to speak in our brand voice, which is warm, inviting, and conversational. By maintaining this tone, we create a relatable and engaging experience for our audience.

Category

Social Media Tips & Tricks

Instagram/Facebook Posts

- Use photos for carousel posts for engagement.

- Use 5-8 relevant hashtags per post in this order #brand #subdivision #city - Maintain standard font in captions for universal readability.

Instagram/Facebook Stories

- Use clickable link stickers for direct sharing.

- Employ interactive polls or questions for engagement and gather insights.

Instagram/Facebook Reels

- Add trending audio and topics to boost reach and engagement while reflecting brand values.

For additional and updated social media tips and tricks, please visit HomemRootsLuxuryHomes.com/socialmedia

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DISCLAIMER Disclaimer: This brand guide is the property of HomeRoots Luxury Homes and is intended solely for internal use and authorized partners. The guidelines, graphics, and content within are confidential and should not be reproduced, shared, or used outside the scope of authorized activities without explicit permission from HomeRoots Luxury Homes.

This guide is subject to change and updates; always refer to the latest version for current branding standards. HomeRoots Luxury Homes reserves the right to alter or modify these guidelines at any time. Unauthorized use of the brand assets may result in legal action.

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