LandlordX — Branding Blueprint & Visual Identity Guidelines
A unified branding system for product, design, engineering, and marketing teams.
1. Brand Overview
LandlordX is a WhatsApp-first rental management platform designed for India. It centralizes rental agreements, payments, maintenance workflows, and tenant verification in a simple, automated system.
The Problem
Landlords struggle with: missed rent, legal documentation, maintenance coordination, remote property oversight.
Tenants struggle with: communication delays, transparency gaps, unclear processes, and disputes.
The Solution
LandlordX provides automation for rent reminders, Aadhaar eSign agreements, maintenance logging, tenant screening with Aadhaar eKYC, and transparent communication.
Vision
To make renting in India seamless, transparent, and stress-free.
Mission
To build India’s most trusted digital layer for rentals, enabling landlords and tenants to manage everything effortlessly.
2. Brand Messaging
Elevator Pitch
LandlordX is India’s first WhatsApp-first rental management platform that automates agreements, payments, compliance, and maintenance—making renting simple and frictionless.
Messaging Themes
- Smarter rentals
- Automation and transparency
- Trust and compliance
- Indian-context aware
- Simple and human-centered
3. Taglines
Primary Taglines
- LandlordX — Smarter Rentals, Made Simple
- India’s Digital Rental Assistant
Secondary Taglines
- From Rent to Receipts, All on WhatsApp
- Modern Rentals. Zero Hassle.
- Automate Everything. Manage from Anywhere.
- Your Rental Workflow, Reimagined.
- Frictionless Housing, for Everyone.
4. Brand Personality
Traits
The brand must feel:
| Trait | Description |
|---|---|
| Modern | Tech-forward, AI-powered, streamlined |
| Trustworthy | Legally compliant, secure, Aadhaar-ready |
| Minimal | Clean UI, non-cluttered, direct |
| Friendly | Humanized UX, WhatsApp-first |
| Indian-context aware | Colours, icons, and tone aligned with Indian rental market |
Tone of Voice
- Clear and confident
- Human and approachable
- Zero jargon unless necessary
5. Visual Identity
5.1 Color Palette
Primary Colors
| Name | Hex | Usage |
|---|---|---|
| Full Spectrum Blue | #4747FF | Primary brand color, CTA buttons, icons |
| Deep Slate | #1A1A27 | Headings, text, dark theme base |
| Soft White | #F6F7FB | Backgrounds, cards |
Secondary Colors
| Name | Hex | Usage |
|---|---|---|
| Emerald Green | #41E694 | Success, confirmations, eSign, KYC success |
| Sunset Yellow | #FFCA4B | Reminders, rent due, highlights |
| Coral Red | #FF6A5E | Alerts, overdue indicators, warnings |
Accent Colors
| Name | Hex | Usage |
|---|---|---|
| Azure Blue | #5BB8FF | Charts, secondary buttons |
| Lavender Mist | #E5E8FF | Soft backgrounds, empty states |
6. Typography
Primary Font
Inter — modern, clean, highly readable.
Secondary Font
Urbanist or Poppins or General Sans — used for headings or brand-heavy text.
Font Weights
- Headings: 600–700
- Paragraphs: 400–500
- Buttons: 600
- Labels: 500
7. Logo Direction
Note: These are brand alignment guidelines, not final designs.
Style
- Minimal, geometric, modern
- Represents home + digital workflow + automation
- Clean monoline aesthetics
Concept Directions
- Abstract Home + “X” fusion
- WhatsApp chat bubble + building silhouette
- Modern monoline X with workflow nodes
Avoid
- Literal house icons
- Overly complex illustrations
8. UI Design System
Aesthetic Principles
- High whitespace
- Rounded corners (12–16px)
- Soft shadows
- Friendly iconography
- Mobile-first screens
- Clear hierarchy with one primary CTA
Components
Buttons:
- Royal Indigo backgrounds
- Rounded (10–14px radius)
- Light elevation
Cards:
- Soft White surface
- Optional 1px border
- Light shadows
- Spacious padding
Icons:
- 2px stroke
- Rounded edges
- Themes: home, rupee, chat, shield, documents
Charts:
- Azure Blue + Mint Green
- Minimal gridlines
- Rounded bar endpoints
9. Illustrations & Imagery
Style
- Flat vector
- Soft gradients
- Clean shapes
- Optional friendly characters
Indian Context Inspiration
- Apartment buildings
- Housing society gates
- WhatsApp conversation frames
Avoid
- Stock-style photos
- Hyper-realistic 3D renders
- Dark or corporate-heavy imagery
10. UX Principles
- Zero Friction: tasks like rent reminders or agreement signing should take under 10 seconds.
- WhatsApp-first: assume WhatsApp as the primary interaction channel.
- Clear hierarchy: avoid clutter; one clear CTA.
- Trust markers: Aadhaar eSign badge, compliance notes, security indicators.
- Simplify legal language: transform legal wording into human-friendly microcopy.
11. Emotional Experience
LandlordX should make users feel:
- Everything is under control.
- This is effortless.
- The platform is legally trustworthy.
- Rent management is not stressful.
- The system works quietly in the background.
12. Implementation Checklist
- Use Royal Indigo for all CTAs
- Use Inter for body text across platforms
- Maintain 12–16px corner radius on UI components
- Include Aadhaar eSign / compliance badges where required
- Follow tagline guidelines for marketing and onboarding
- Apply high whitespace and minimal layout structure
- Use approved secondary colors for status system
- Ensure WhatsApp-first UX patterns