How My Camino Financial looks and sounds
One reference for the logo, palette, type, components, and voice used across the site. Anything not covered here should follow the closest example on a live page rather than a new invention.
Logo
The stacked mark is primary. The horizontal lockup is for navigation bars and any space under 60px tall. The icon alone is for favicons, social avatars, and the footer, never as a substitute for the full name on a first impression. Production serves SVG (logo-horizontal.svg, poppy.svg, poppy-onmark.svg); PNG exports are for decks and email only.
Primary, stacked. Hero areas, decks, print. Minimum width 140px.
Horizontal lockup. Site nav at 58px tall, stepping to 44px below 860px. Minimum width 120px.
Icon, on color. Footer, avatars, favicon. Use the on-mark version over navy or coral.
Do
- Keep clear space equal to the height of the leaf on all four sides.
- Place the standard logo on cream, white, or pale blue gray.
- Place the on-mark icon on navy teal or coral.
- Scale proportionally, always.
Do not
- Recolor, outline, or add effects to the mark.
- Set the standard logo over photography or a busy field.
- Stretch, rotate, or crop the lockup.
- Rebuild the wordmark in a different typeface.
- Never set coral text on navy teal: that pairing measures 2.84:1 and fails the reading standard. Use coral light, which measures 4.77:1.
Color
Five brand colors, closed to additions, plus one contrast variant. Navy teal carries authority, cyan teal carries action, coral is the accent that never becomes a background for long text, and cream is the default page. Coral light is not a sixth color: it is the shade coral takes when it must sit as text on navy and still be read.
Proportion matters more than the swatches: roughly 70 percent cream and white, 20 percent navy teal and pale blue gray, 10 percent cyan teal and coral combined. If a page reads as colorful, the accents have grown too far.
Typography
Two typefaces. Newsreader, a warm serif with real italics, carries every heading, pull quote, and testimonial. Montserrat carries everything functional: nav, buttons, labels, prices, body copy.
clamp 2.25 to 3.4rem
line height 1.15
Your money mentor, wherever you're starting from
clamp 1.75 to 2.4rem
line height 1.15
You don't need to already know everything about money
1.45rem
Recent grads and career starters
clamp 1.4 to 1.9rem
Every woman has the power to lead her own financial life.
1rem, line height 1.65
You already have the capacity to make good decisions with your money. My Camino Financial gives you the clarity, confidence, and support to actually do it, on your terms.
0.78rem, uppercase
tracking 0.06em
2rem, coral
Measure: body copy stays inside 680px, display headings inside roughly 620px. Centered headings get a max width and a deliberate break so the line never runs the full column.
Components
Foundations
$450
Standard card. Border, radius, and padding are fixed.
Momentum
$1,200
Featured card. One per group, never two.
She made the numbers feel like mine for the first time.
Client, first year with My Camino
Voice
Leslie speaks to a woman who is capable but has been talked down to about money. Assume competence, name the feeling, then give the next step. Warm, plain, never precious.
Sounds like us
- Second person, present tense, contractions welcome.
- Plain words for money things. Explain a term the first time it appears.
- Credentials stated once, factually, then set aside.
- Sentences that end on the reader, not on the firm.
Not us
- Hustle language, urgency, or fear of missing out.
- Jargon as shorthand for expertise.
- Shame about past decisions, debt, or late starts.
- Em dashes, exclamation points, and emoji.
You already have the capacity to make good decisions with your money.
Home, hero. Competence first.Most clients don't meet the account minimum a typical advisor requires. That's exactly who we're here for.
Mission. Names the gatekeeping, then takes a side.Credits
Two collaborators are named in the footer of every page. This is a brand element, not a byline: it shows that the work was made with a local artist and a woman-owned studio. Treat the wording and the order as fixed.
The poppy grows wherever it’s planted. Painted by Bay Area artist Helene Cotton.
Mission page, beneath the poppy. Story, not metadata, so it is set in body voice and sentence case rather than uppercase micro-caps. On the live page the name links to the artist's site.
The footer line is the right weight for two people. Beyond that it becomes a list, and a list belongs on its own page where each name can carry a sentence about why they were chosen.
Tokens
Everything above is defined once in the site's global stylesheet. Reference the variable, not the hex.
| Token | Value | Used for |
|---|---|---|
| --navy-teal | #0A597C | Headings, primary button, navy sections, footer |
| --cyan-teal | #099AAC | Prices, current nav item |
| --cyan-deep | #067A8B | Body links, where standard cyan fails contrast |
| --coral | #F47963 | Stat numbers, quote rule, featured border, tags. Never text on navy |
| --coral-light | #FFBCAC | Coral text on navy only, where standard coral fails contrast |
| --pale-blue-gray | #E2EBEE | Section band, card border, badges |
| --cream | #F4F2EA | Page background, text on navy |
| --ink | #1F2A2E | Body copy, nav labels |
| --max-width | 1120px | Content column, with 32px gutters |