The Format System
The visual standard for every Mr Call Designs surface — typography, palette, layout, imagery, and structural guidelines.
Quiet, Inter-led, with rare serif flourishes. Cormorant Garamond is reserved for a handful of special moments — the wordmark, a price figure, a pull quote — not every section title. When in doubt, set it in Inter.
Two voice registers, never mixed in one block: Warm (a confident guy helping a friend — anything addressed to a person) and Technical (spare, fact-based, scanned not read — spec charts, comparison tables).
The reader is a woman 45–55, $200–300k+ household income, high taste, low confidence pulling it together. She wants a straight answer, not a takeover.
Jon's live site is the reference — where documents disagree, mrcalldesigns.com settles it.
No italic anywhere — emphasis comes from size and weight contrast. Prices and scores carry font-variant-numeric: lining-nums.
No accent color — no red, gold, teal, or ochre on the website, in email, or in print. Slate appears three times per page, no more: announcement bar, one panel field, footer.
Title Case for headers and brand names. Sentence case for prose and CTAs. Uppercase is a label, not a voice — nav, eyebrows, and criterion names only.
Lead with the answer in line 1. Three sentences or fewer per paragraph. Specifics, not adjectives — "25 years," not "decades of experience."
Genuinely, honestly, transformative, elevate, curated, bespoke, luxury (outside a literal category name), seamlessly, unlock, journey, empower, amazing, incredible, game-changing.
Italics for emphasis. Exclamation marks. Opening a sentence with "I." More than one headline starting with "You." A testimonial attributed to "a client" instead of a real name.
No filled buttons anywhere — consumer, brand, or investor-facing — one exception. CTAs are underlined Inter text links, 5px underline-offset, opacity 0.5 on hover.
Name the action — never "Get Started," "Learn More," or "Click Here." The single carve-out for a filled, rounded, shadowed treatment is the mobile sticky menu tab, a utility toggle, not a CTA.
4k photoreal, 1:1, facing forward, white background, cutout placed on #F2F0E9. Identical treatment for the review grid, PDP, and Instagram.
Real completed interiors, 3:4, used in the Executed Interiors carousel.
A photographed paper card with distressed typewriter text — the one warm physical object in a flat system. Carries opinion, never specification. Header stamp: Inter 8px / 500 / uppercase / #6a5a46. Body: Special Elite 13.5px / 400. Special Elite appears nowhere else in the system.
Transparent fields, bottom rule only — no boxes, no borders on the sides or top.