Brand Book · Volume 01 · v.2026.03
House of
Noey®
"A literary magazine about Bangkok neighborhoods,
where property is a footnote to lived knowledge."
Internal use · External license on request
Brand ownerNoey
IssuedMarch 2026
Volume01 of 03
Pages06 systems · 24 spreads
— 02 / Palette

Paper, ink, and golden-hour light.

The palette is the temperature of teak shutters at six in the morning. Warm off-white is the page, ink is the line, gold is the rule — never the fill. Rust is reserved for emphasis: a deletion, a warning, a heat-shimmer. Avoid pure white outside of modals and avoid pure black entirely.

Paper
Antique White
HEX  #FAF7F2
RGB  250 247 242
CMYK 0 1 3 2
PMS  Warm Gray 1
Surface
Cream
HEX  #F2EDE4
USE  cards, panels
Ink
Warm Black
HEX  #1A1410
USE  type, ink
Accent
Gold
HEX  #B8974A
USE  rules, hover
Emphasis
Warm Rust
HEX  #C4623A
USE  sparingly
Ink — tint scale 100 → 1000
100
200
300
400
500
600
700
800
900
1000
Gold — tint scale 100 → 1000
100
200
300
400
500
600
700
800
900
1000
Accessible pairings (WCAG AA · 18pt+)
Ink on Paper
14.9 : 1 · AAA
Paper on Ink
14.9 : 1 · AAA
Gold on Paper
4.2 : 1 · AA Large
Rust on Ink
4.4 : 1 · AA Large
— 03 / Type

Three voices, in one breath.

Cormorant Garamond carries the headlines, Söhne carries the body, JetBrains Mono carries the data. Thai sets in IBM Plex Sans Thai at +2px for visual parity. Display weight is always 300 or 400 — never 700, never bold. Bold serif is for sale; we are not for sale.

Display XL Cormorant Garamond
300 / Italic 400
96 px / 0.96 lh
Tracking −2.5%
Bangkok, neighborhood by neighborhood.
Display L Cormorant Garamond
400 Regular
56 px / 1.0 lh
Tracking −1.5%
Sathorn at seven in the morning.
Display M / Pull quote Cormorant Garamond
Italic 400
36 px / 1.2 lh
"They want a building that runs itself."
Body Large DM Sans (Söhne sub.)
400 Regular
19 px / 1.65 lh

There is a particular hour in Sathorn — between the night-market sweep and the first embassy car of the day — when the soi feels almost private. The street sweepers have finished. The salt-pork porridge stall on Soi 12 is on its second pot.

Eyebrow / Label JetBrains Mono
500 Medium
11 px / +18% tracking
Uppercase
House of Noey — Bangkok property guide
Mono · Data JetBrains Mono
400 Regular
14 px / +8% tracking
฿28,500,000 · 124 sqm · BTS 6 min · REIC 4.7%
Thai · Body IBM Plex Sans Thai
400 Regular
28 px / 1.35 lh
กรุงเทพฯ ทีละย่าน ทีละซอย — ตั้งแต่ พ.ศ. 2560
— 04 / Voice

A person, not a brochure.

Noey writes the way she speaks: declarative, specific, never sales-y. She names a soi over a price; she'll say "I would not put my family here" before she'll say "exclusive." If the sentence could appear in a developer brochure, rewrite it.

She walks the soi.
Specific over general
She names the lift.
Detail over adjectives
She says no.
Disqualification builds trust
Quiet beats loud.
Whisper, never shout
TopicHow Noey says itHow Noey does not say it
A property "The Sathorn flat with the fig tree." "Luxury 3BR investment opportunity, prime CBD."
A district "Sathorn rewards a specific buyer. Most buyers should look elsewhere." "Bangkok's most prestigious address — limited units remaining!"
Herself "I take three or four clients a quarter. I would rather decline you than waste your morning." "Bangkok's #1 luxury agent. 100+ five-star reviews."
A meeting "30 minutes. No paperwork. Just the neighborhood." "Book your complimentary consultation today!"
Pricing "฿28.5M asking. The fig tree comes with it." "Priced to sell — best value per sqm in Sathorn."
— 05 / Photography

Editorial, not catalogue.

Available light, never staged. The frame is more interested in the soi than the unit. The agent is a person, not a smile. Saturation is desaturated by ~20% from camera neutral. Avoid: drone shots, twilight composites, model couples, real-estate photography. Prefer: morning, side light, walking, mid-action, the back of a chair, a half-finished coffee.

Hero · subject portrait
Soi · golden-hour
Neighborhood · early light
Interior · still life
Detail · the chair
Lobby · 6.52 am
Building · documentary
Skyline · brass
View · framed
✓Always
  • Shoot in natural morning or late-afternoon light.
  • Show the soi, the lobby, the stairwell — not just the unit.
  • Photograph the subject in mid-action. No frontal smiles.
  • Desaturate ~20% from camera neutral. Warm white balance.
  • Caption every image with location and time of day.
✗Never
  • Drone shots, twilight composites, HDR-heavy interiors.
  • Stock photography of "luxury Bangkok" or skyline at night.
  • Models pretending to be buyers. Real residents only.
  • Wide-angle distortion on interiors. We don't sell square metres twice.
  • Saturated golds, teals, or any colour the building's marketing team likes.
— 06 / Applied

In the world.

Stationery, business cards, signage, social. The brand is consistent when the wordmark sits on the right grid, with the right rule, in the right paper temperature. Below: a letterhead, a card front-and-back, and a social composition.

Noey
BANGKOK · TH
+66 81 234 5678

03 March 2026 · Re: Sathorn Soi Suan Plu

Dear Khun Andrew,

Thank you for the morning walk through Soi 12. The low-rise we discussed has one unit returning to market in the second week of April — the owners are moving back to Singapore and have asked me to handle the conversation quietly.

I'll send a one-page file this Friday with the floor plate, the parking ratio, and the juristic office's three-year fee history. If the numbers read true, we walk it together the following Tuesday.

Yours,
Noey

HOUSE OF NOEY · Property Guide · Bangkok 10120
N
Noey
Noey
Property Guide · Bangkok
noey@houseofnoey.com
+66 81 234 5678 · LINE @noeyrealestate
N·
Issue 14 / Sathorn
Sathorn,
seven am.
8 minute read
Soi photo
@noeyrealestate · Instagram
1080 × 1080
House of
Noey.
"Bangkok, neighborhood by neighborhood. Since 2017."
§ 01 A literary magazine, not a listings site. § 02 She walks the soi. § 03 Detail beats adjective. § 04 Whisper, never shout. § 05 Disqualification builds trust. § 06 Three to four clients at a time. § 07 The fig tree comes with it. § 08 No paperwork. § 09 Just the neighborhood. § 10 Bangkok, neighborhood by neighborhood. § 11 Since 2017. § 12 House of Noey.