Brand Architecture & Site Merge
How PURE and Acquisto Real Estate fit together as one company — and the rules for merging the two web properties without losing either brand’s identity.
The relationship
One company, two faces. Acquisto Real Estate (ARE) is the consumer brokerage — how the public finds homes and meets the team. PURE is the technology platform — how professionals run the business. They are endorsed brands: distinct identities, visibly related, sharing one DNA strand (ARE Blue #29ABE2) and one body typeface (Open Sans).
Mental model: ARE is the storefront; PURE is the workshop behind it.
Domains & surfaces (today)
Merge principles
Keep distinct, share the spine
When the sites merge, the visitor’s context decides the skin: consumer routes wear ARE (blue, Poppins, photos); authenticated platform routes wear PURE (navy/gold, Montserrat, icons). Shared infrastructure (auth, data, components, design tokens) lives underneath both.
Public/marketing/listing-search routes → ARE theme. /app, dashboard, and any signed-in route → PURE theme. One token layer (pure-ui.css vars + data-brand) drives both — never hard-code colors.
“Sign in” / “Agent login” is the seam between brands. Crossing it is a deliberate visual shift from ARE-blue consumer to PURE-navy platform — like walking from the showroom into the back office.
Buttons, cards, forms, inputs come from one component library; the active data-brand recolors them. A listing card on ARE and a listing row in PURE are the same component, two skins.
A consumer lead on ARE and the agent’s CRM record in PURE are the same person in the same database. The merge unifies identity — surfaces differ, data does not.
Don’t put PURE navy/gold on a consumer listing page, or ARE-blue marketing energy inside the platform. The shared thread is structural (tokens, fonts, data), not cosmetic mixing.
Merge checklist (for the build)
- Unify the design tokens into one
pure-ui.csswithdata-brand="pure|are"palettes (done for the guide — extend site-wide). - Map every route to a brand (consumer = ARE, authenticated = PURE).
- Single shared component library; theme via
data-brand, no hard-coded hex. - One auth + one Supabase data layer; ARE leads ↔ PURE CRM are the same records.
- Define the sign-in handoff as an intentional brand transition.
- Keep both brand guides as the source of truth; this page governs how they coexist.
design.brand_architecture.