Sullivan Signature Homes
Rebuild progress · Oct 20, 2026 at 5:04 AM · internal, not for the client · 105 judged rounds
Brand directions
Three structurally different marks, enforced by a greyscale test: palette never counts as a difference, and two marks must differ in at least two of typeface class, lockup arrangement, containing device, or monogram treatment.
C — LOCKED, client approved
The centred didone serif with the interlocking LL, double rule and EST. 2001. Frozen: no critic may touch the mark, only how it is applied.
D2 — monogram led
SH reversed out of an arched plaque, slab wordmark subordinate beneath. Different typeface class, a containing device, a real monogram. Reads like a cast plaque or monument sign.
E2 — being redrawn
Passed the difference rule on a technicality but read as default geometric sans, centred, no craft. Sent back for a genuinely flush-left asymmetric lockup.
Codex art director audit of the collateral
Same model that had passed 13 of 14 of these an hour earlier when asked only to check the text. Asked instead what is wrong with the set, it returned zero KEEP.
“This is a logo-placement exercise presented as a brand system. The props supply the atmosphere; the design supplies very little.”
“The paired scenes make C and E look like interchangeable logo options. Luxury is being suggested through empty space and serif lettering rather than material decisions and disciplined application design.”
| Mockup | Verdict |
|---|---|
| C-avatar-tile.jpg | CUT |
| C-business-card.jpg | REDO |
| C-email-signature.jpg | REDO |
| C-folder.jpg | REDO |
| C-polo.jpg | REDO |
| C-truck-door.jpg | REDO |
| C-yard-sign.jpg | REDO |
| E-avatar-tile.jpg | CUT |
| E-business-card.jpg | REDO |
| E-email-signature.jpg | REDO |
| E-folder.jpg | REDO |
| E-polo.jpg | REDO |
| E-truck-door.jpg | REDO |
| E-yard-sign.jpg | REDO |
Piece status
| Piece | Looped | State |
|---|---|---|
| 1. Brand directions | Yes, after cull | Done: brand/C/final (production SVGs, tokens.json). Released |
| 2. Mockups | Yes | Released at r3 after two rounds with no replacement. Codex: 13 of 14 pass (C-polo missing subline) |
| 3. Brand copy | Yes (light) | Done: copy/final-deck/deck.md passes trace test (Codex audit plus mechanical cut). Released |
| 4. SEO package | No | Done: seo/ passes automated verification (301 targets re-checked on the built site) |
| 6. Photo ingest | No | REBUILD: client ruling, A and B must be two different layouts sharing only Sanity content |
| 5. Lake Conroe lead magnet | Yes (light) | Done: lead-magnet/v5/guide.pdf (10 pages, print-ready, every regulatory claim traced to an official source) |
| 6. Site design | Yes | REBUILD: client ruling, A and B must be two different layouts sharing only Sanity content |
| 6. Site B | Restyle of A | REBUILD: client ruling, A and B must be two different layouts sharing only Sanity content |
| 6. Site mechanics | No | REBUILD: client ruling, A and B must be two different layouts sharing only Sanity content |
| 7. Review microsite | No | Done: https://sullivan-progress.pages.dev (C design system, regenerable, noindex, mid-run banner) |
Recommendation for today
- Ship C and D2 only, each with a properly designed collateral set, rather than three directions with one thin.
- One site built deep rather than two built thin. The second follows once Sullivan picks a brand.
- Still unconfirmed: which photo folder is Holly Hollow and which is Southshore. No street name ships until confirmed.
Marathon Creative · lead Opus · builders Sonnet · mechanical Haiku · critics Codex and Sonnet, blind