Pacaso
www.pacaso.com/a proptech site that sells second-home co-ownership as an aspirational lifestyle, leading with a full-bleed cinematic landscape, a freight-display serif headline with one italic word, and a calm ink-on-cream palette warmed by a single sage green.
Design tokens
- display
- freight-display-pro
- body
- Plus Jakarta Sans
- mono
- none
Do / Don't
Reference it for
- Selling a complex local-business offering (property, finance) through one cinematic full-bleed photograph rather than feature lists.
- A restrained serif-plus-grotesque pairing: freight-display-pro for headlines, Plus Jakarta Sans for everything else, with a single italicised word for warmth.
- A warm, trustworthy palette: aubergine ink on cream with a muted sage accent, instead of the cold blue-grey default of most proptech.
- Quiet CSS-native motion (0.3s ease-out, cubic-bezier(0.4,0,0.2,1)) that never competes with the photography.
- Generous pill radii (60px, 15px) on buttons and cards for an approachable, premium feel.
Do not copy
- The "Own the way you live" line and the Pacaso wordmark are brand-coded; borrow the italic-on-one-word device, not the words.
- freight-display-pro and Plus Jakarta Sans are licensed; map to a similar display serif plus a humanist grotesque.
- The AI chat-bot island is a Pacaso-specific lead tool; a Jiffi local-business client rarely needs that complexity. Borrow the calm hero and palette, leave the bot.
Signature moves
full-bleed cinematic photographic hero
a single cinematic full-bleed landscape photograph sells a complex offering instead of feature lists, with a freight-display serif headline and one italicised word for warmth over the ink-on-cream palette.
restrained serif + humanist-grotesque pairing
a display serif (freight-display-pro) for headlines over a humanist grotesque (Plus Jakarta Sans) for everything else gives warmth plus rigour across a 10-72px scale.
generous pill radii on an approachable-premium UI
large pill radii (60px buttons, 15px cards, up to 32px) plus quiet CSS-native motion (0.3s ease-out, cubic-bezier(0.4,0,0.2,1)) read as approachable and premium without competing with the photography.
Related references
Erewhon
strongRetail
a cult premium grocer that turned organic groceries into a lifestyle brand, a warm off-white canvas, confident Sharp Sans, a category-led shop, and a strong mission-and-community story that justifies the premium.
Frenchie Restaurant
strongHospitality
a Paris restaurant group telling a family story, a dark moody hero of textured produce stills, a Traulha display serif (roman and italic) over a Gill Sans body, cream type on near-black ink, and a calm row of venue cards that turns six establishments into one elegant front door.
Jardan
strongRetail
an Australian designer-furniture and homewares house whose homepage opens on a warm, cinematic golden-hour video of hands working raw timber and a rug being woven, set in a strictly greyscale, whitespace-led editorial system with the Neuzeit Grotesk sans doing nearly all the work and a BN Cicero serif for accents.
Murdock London
flagshipBeauty
a heritage British barbershop and grooming brand run as a polished Shopify storefront, deep ink-navy on warm off-white, Montserrat throughout, a hand-script accent for warmth, and a calm 0.3s ease-in-out motion language that keeps the commerce furniture quiet.