Scarlet Pinnacle
Realty
The look, type, color and voice for the new site. Built around the thing nobody else in this market can say: a PMP with 30+ years on construction and development jobs is watching your project.
- Owner
- Shirley Lutz, PMP
- Who it's for
- Real estate investors, buyers, private lenders
- Home base
- Red Oak, TX · DFW
- Colors
- Scarlet, black, white
Construction project management for DFW real estate investors
Your boots on the ground. Let my 30+ years in construction and development manage the project, so you can focus on finding your next property.
Cabin renovation · Phase 3 of 5
- Framing inspection passed
- Photos sent to owner
- Electrical rough-in
Why this hero: the H1 carries the search term her buyers type (construction project management + DFW + investors). Her line "Your boots on the ground" leads the subhead. The project report card is the signature element: it shows an investor exactly what working with Shirley looks like. Her headshot and real project photos replace the sample data at build.
Logo system
A peak for the pinnacle. The cut inside it reads as a roofline and a doorway, so it says real estate and construction at the same time. The star comes from her current site icon, so it keeps a thread to what she already has.
Rules
- Clear space on every side equals the height of the star.
- Smallest size: 24px for the mark, 140px wide for the full lockup.
- Only three versions: scarlet peak on black, white peak on scarlet, scarlet peak on white.
- Never recolor the peak, stretch it, add a shadow, or set the wordmark in another font.
- If Shirley already has a logo file, it replaces this and we match the system to it.
Color palette
Her colors, red, black and white, tuned so they pass accessibility checks and hold up on a phone in full sun. Scarlet is the only loud color, and it's saved for actions and status.
Scarlet
#C8102EButtons, the logo peak, status labels, one accent line per section. Never a full-page background.
Site Black
#0E0D0DHero, navigation, footer, project report cards. A warm black, not pure #000.
Paper White
#F6F4F1Listings, forms, About. Warmer than plain white so photos look natural next to it.
Charcoal
#1B1A1ACards and panels on black sections. Borders use #2C2A29.
Oxblood
#7A0C1EProgress bars (fading into scarlet), hover states, the "Sold" and "Closed" labels.
Signal Red
#F03A50Small red text on dark backgrounds only. Regular scarlet is too dark to read at small sizes on black.
Typography
A tall condensed headline face with job-site weight, a clean body face for reading on a phone, and a monospace for the numbers: budgets, schedules, prices, status. That last one is what makes the site read like a project report.
Budget: $48,200 of $52,000 · Phase 3 of 5
I visit the site, check the work against the scope, keep the contractors on schedule, and send you photos and a written update. You know where your project stands without driving out to see it.
Buttons & calls to action
Her three paths from the homepage, in order of weight. One scarlet button per screen, so the next step is always obvious.
Primary
The main action. Project inquiries, "Request info" on a listing, form submit.
Secondary
The second path. Sits next to the primary on dark sections.
Ghost
Lowest weight. "See all projects", "Back to listings", inline links.
On light
Black button on Paper sections; turns scarlet on hover.
Taglines
Her line leads. The rest are for ads, flyers, social posts and page headers, all in the same voice.
Design language
The site should feel like a well-run job: plans on the table, numbers on the board, nothing extra. Three patterns carry it.
Plan grid
A faint drafting grid behind dark sections. A single scarlet outline frames the thing that matters on the page.
Corner marks
Scarlet corner brackets, like the marks on a set of plans. Used on project titles and featured listings. Paper sections only.
Schedule bars
Progress and phase bars from oxblood to scarlet. Used on project pages, the report card, and lending progress.
Photography
Real job-site and property photos only, no stock. Shirley on site in the hero and About (hard hat is fine, it's the brand). Before/after pairs at the same angle. Full color on Paper sections; a black-to-transparent fade under text on dark sections.
What we leave out
No stock office towers or handshake photos. No decorative icons or badge bubbles. No gradients except the progress bars. One scarlet element per screen, so it keeps meaning "look here."
Site components
The pieces her site is built from. Same parts on every listing, project and form, so she can add new ones herself and they always look right. Sample data shown.
3/2 Single-family, full remodel
- Price
- Ask
- Beds/Baths
- 3 / 2
- Terms
- Cash
Bear Country Cabins
- Latest updateSite visit, photos of the week's work, what's next and when.
- EarlierContractor walkthrough and punch list, with before photos.
- StartScope, budget and schedule set with the owner.
Submit your buy box
Tell me what you buy. I'll send you the deals that fit.
Voice snapshot
Shirley talks like a project manager: first person, specific, on schedule. She writes the way she'd run a site meeting.
Hands-on
She's on the site. "I walk the job" instead of "we provide oversight solutions."
Precise
Dates, phases, dollar amounts. "Phase 3 of 5, on budget" instead of "progressing well."
Accountable
Says what she'll do and when, then reports back. The PMP shows up as follow-through, not jargon.
Plain-spoken
Investor to investor. No hype about returns, no corporate filler.
Say it like this
- I visit your site, check the work against the scope, and send you photos the same day.
- Phase 3 of 5. Framing passed inspection Tuesday. Electrical starts Monday.
- Thirty years managing construction and development projects, and I hold a PMP.
- Tell me what you buy and where. When a deal fits, you'll hear about it first.
- Under contract. Next one goes out to the buyer list first.
Not like this
- We deliver strategic real estate solutions that create lasting value.
- Guaranteed returns on every investment opportunity.
- Passive income made effortless.
- Leveraging data-driven insights to unlock growth.
- Your trusted partner on the journey to financial freedom.
Audience
Out-of-area and busy local investors who need eyes on a renovation. Buyers looking for DFW deals. Private lenders who want to see the project before they fund it.
Never say
Guaranteed returns, risk-free, passive income, "done right," or any promise about what an investment will earn. Lending and assignment pages use only attorney-approved wording.
Tone dial
Direct 9 · Warm 6 · Technical 6 · Hype 0. First person ("I") on service pages; "Scarlet Pinnacle" on listings and legal copy.