Toll Brothers

www.tollbrothers.com/

America's luxury homebuilder selling aspiration at scale - a Domaine serif over Gotham, a "Your New Home Starts Here" community-search configurator, Designer Appointed Collections, and an Apple Maps community finder, all in a restrained navy-and-tan system that makes a production builder feel bespoke and desirable.

Other flagship

Design tokens

ink

black

ink2

grey

navy

brandBlue

blue

tan

blueGrey

white

display: Domaine (serif)
body: Gotham / Gotham Narrow
mono

Do / Don't

Reference it for

Desire-plus-utility architecture for a high-consideration luxury purchase: a dream hero that is also a search/configurator, interleaved with aspirational lifestyle bands.
A "[outcome] starts here" search hero - a configurator framed as a dream rather than a database query (input-then-personalise).
A map-based location/community finder (Apple MapKit) over a structured place directory (map-reveal) for a multi-location business.
A luxury type system: a high-contrast display serif (Domaine) for prestige paired with a clean modern sans (Gotham) for clarity, with light weights for elegance.
A restrained navy + tan/bronze premium palette with a single functional blue for search/CTAs.
"Designer Appointed Collections" framing: making a production/standardised offering feel bespoke and curated.

Do not copy

Domaine and Gotham are licensed - substitute analogues unless the client owns them. The navy/tan palette and the Toll wordmark are identity; re-skin.
The Fortune ranking, the real communities/collections and the map data - these are Toll's genuine assets. A rebuild uses the client's own.
The 371-request Next.js/ad-pixel/MapKit stack. Rebuild lean on Astro.

Signature moves

configurator-as-dream search hero

the hero is a styled luxury-interior photo with a Domaine serif promise ('Your New Home Starts Here') and a single community/city/state search field, so a database search is framed as the beginning of a dream rather than a query - desire and utility in the first screen.

map finder over a place directory

an Apple-Maps community finder sits above a multi-column 30+-state city directory, giving an aspirational multi-location business a real, gracious way to find a community without feeling like a cold search tool.

serif-luxury restraint with appointed framing

a high-contrast display serif (Domaine) over clean Gotham, light weights, a navy/tan premium palette with one functional blue, and 'Designer Appointed Collections' language make a production homebuilder feel bespoke, editorial and desirable - prestige through discipline, not gloss.

Related references

Belyi Ostrov House

flagship

Other

A premium St Petersburg residential development ("Белый Остров" / White Island) that sells aspiration through cinematic craft - a gold-and-navy luxury palette, a full-screen architectural hero, GSAP page-transition wipes and a Three.js/WebGL layer, with calm cream glass cards promising "a place of rest and strength".

Avantgarde Properties

strong

Other

A Dubai luxury real-estate agency that sells status boldly - a near-black canvas, an enormous mixed bold-sans-and-italic-serif display ("Welcome To / Avant Garde Real Estate"), full-bleed property films, a developer-partner logo wall (EMAAR, DAMAC, Nakheel), and copy aimed squarely at "the world's elite".

Cubitts

niche

Health

a London bespoke-spectacle maker treating its Shopify storefront like a design museum, near-black ink on white, a tiny precise type scale in its own Fold Grotesque, generous 16px-radius media tiles, and a giant "CUBITTS" wordmark laid behind a Greenwich Observatory photograph.

Ghost

strong

Marketing Platform

The reference for a creator-platform brand at peak typographic confidence — Inter Display at 96px, real product dashboard at full fidelity, single saturated green accent on a 4-surface palette.