Chastin J. Miles / Brand Guidelines

Brand Guidelines v1.0

Do The Most.
Every time.

A complete reference for designers, developers, and AI systems producing work under the Chastin J. Miles personal brand. These guidelines are the single source of truth. Use them exactly as written.

v1.0 / March 2026 / For designers and AI use

01 Brand Essence

Who is Mr. Do The Most?

Chastin J. Miles is a Dallas-based real estate team leader, coach, TEDx speaker, and author who built his career from scratch through cold calling, open houses, and pioneering video marketing on YouTube. His brand speaks directly to real estate agents at every level with confidence, directness, and a mentor's conviction.

Mr. Do The Most

Real Estate Coach

TEDx Speaker

Author

Team Leader 100+ Homes/yr

YouTube 90K+

Forbes / Fortune / NYT

Power Unit Coaching

Brand Positioning

The mentor who is still in the game. Not a retired coach. An active producer who closes 100+ homes a year and teaches from the field. Authority earned, not inherited.

Primary Audience

Real estate agents at all experience levels seeking to scale their business, sharpen their skills, and build the mindset required to perform at the highest level.

Brand Promise

Practical, proven strategies from someone who does the work daily. Not theory. Not recycled content. Real tactics. Real results. Real talk.

Brand Identifier

"Mr. Do The Most" is the personal brand identifier used in introductions and social handles. "Do The Most" is the philosophy and call to action. Both appear regularly in content.

02 Color System

The palette.

Four colors. No exceptions. No gold. No navy. No purple. No additional colors of any kind. These four are the complete palette. Every piece of branded content uses only these.

Primary Accent

Signal Red

#B60819

Used for emphasis, CTAs, key italic words in headlines, active states, and any element that demands attention. Never used as a large-area background behind body text.

True Black

Black

#000000

Used for the logo/monogram, hero sections, footers, and maximum-contrast typographic moments. Pure black. Distinct from Charcoal and used intentionally for brand identity elements.

Luxury Black

Charcoal

#2D2D2D

The luxury black. Primary text color on light backgrounds and for dark-mode content sections. Warmer and softer than pure black. Never substitute with #000000 where Charcoal is specified.

Canvas

Off-White

#F0F2F6

Primary page background on light layouts. Text color on dark and black backgrounds. Never pure white (#FFFFFF). The warmth is intentional and must be preserved in all applications.

Critical rule: Never introduce a fifth color. No gradients between palette colors. Opacity adjustments of these four colors are permitted for overlays, borders, and subtle UI states. The red (#B60819) is never softened, brightened, or replaced with a similar red. Black (#000000) and Charcoal (#2D2D2D) are two distinct colors with different roles. Do not interchange them.

Approved opacity variants

Red 100%	rgba(182, 8, 25, 1.0) Primary CTAs, key headline words, active states
Red 14%	rgba(182, 8, 25, 0.14) Tinted card backgrounds
Red 6%	rgba(182, 8, 25, 0.06) Very subtle section tints
Off-white 65%	rgba(245, 245, 240, 0.65) Body copy on dark/black backgrounds
Off-white 35%	rgba(245, 245, 240, 0.35) Secondary text on dark/black backgrounds
Charcoal 7%	rgba(45, 45, 45, 0.07) Dividers and card borders on light backgrounds

03 Typography

The type system.

Two font families. One for structure, one for emotion. The sans-serif runs at medium weight for headlines — the italic serif does the heavy lifting visually, not the font weight. This is the same pairing principle FoundersCard uses: restraint in the sans, expressiveness in the serif italic.

Display / Accent — Serif Italic

Feature Display

Family: Feature Display (OH no Type Co.)

Google Fonts stand-in: Playfair Display

Fallback stack: Georgia, serif

Italic only. Never upright. Never body copy.

Italic 500 / 600 Primary weight

Italic 700 Maximum impact moments

Primary Sans-Serif

Neue Montreal

Family: Neue Montreal (Pangram Pangram)

Google Fonts stand-in: Outfit

Fallback stack: Helvetica Neue, Helvetica, sans-serif

All headlines (non-italic), body, UI, nav, labels.

Light 300 Body text, long-form content

Regular 400 Standard body copy

Medium 500 Headlines, nav, labels, CTAs

SemiBold 600 Maximum emphasis — use sparingly

The Headline Technique — Mandatory

The sans-serif runs at Medium (500) weight for all headline copy. A key word or short phrase switches to Feature Display italic in Signal Red. The italic serif provides the visual contrast. Not the weight. This is the core typographic rule of the brand.

Do The Most. Every time.

Neue Montreal 500 / Feature Display Italic 600 in Signal Red / on Black

Built from nothing.
Proven by results.

The italic serif carries the emotional weight. The sans carries the declarative statement.

Your career. Your terms.

The italic accent can be a single word or a short phrase.

100+ homes a year.
This system works.

Numbers and specifics work powerfully as the italic accent.

Type Scale

Hero / H1	Do The Most Neue Montreal 500 / clamp(52px, 7vw, 96px) / letter-spacing -1px
H2 Section	Section Headline Neue Montreal 500 / clamp(36px, 4vw, 56px) / letter-spacing -1px
H3 Card	Card / Feature Title Neue Montreal 500 / 28px / letter-spacing -1px
Eyebrow Label	01 Section Label Neue Montreal 500 / 14px / uppercase / letter-spacing 0.24em / Signal Red
Body Large	Lead paragraph or subheadline body text at this size and weight. Neue Montreal 300 / 22px / line-height 1.5
Body Standard	Standard body copy runs at this size across all long-form content. Neue Montreal 400 / 20px / line-height 1.5
Caption / Meta	Metadata, timestamps, small labels, helper text Neue Montreal 400 / 18px minimum / Charcoal 45%

04 Voice and Tone

How we speak.

The Chastin J. Miles brand voice is the same in every format. Ads, emails, YouTube, presentations, social. It never shifts based on platform. It adapts in length, never in character.

Confident

Statements, not questions. Declarations, not suggestions. The brand speaks from a position of earned authority.

This is how you close more deals.

Here are some tips that might help you close more deals.

Direct

No fluff. No filler. Every sentence earns its place. Short sentences preferred. Grade 6 reading level for ads and landing pages.

Stop waiting. Start doing.

In order to achieve success in real estate, it is important to take consistent action on a daily basis.

Mentor-Like

Tough love with genuine care. Challenges the audience without belittling them. Always on their side. Always pushing them forward.

You already know what to do. Now do it.

Great job on your effort! Keep trying your best!

Practitioner

Speaks from the field, not the sideline. References real results, real numbers, real experience. No vague platitudes.

We close 100+ homes a year. This system works.

With the right mindset, anything is possible in real estate!

Inclusive Ambition

Built from nothing, not born into success. The brand lifts people who are hungry and willing to work. Always opening doors.

I built this from cold calls. You can build yours too.

Only a select few can achieve this level of success.

What to Avoid

These patterns are off-brand in every context, regardless of platform or audience.

Passive voice and hedge language

Excessive punctuation or emoji

Vague motivational platitudes

The em dash symbol anywhere in copy

Tone by Context

Context	Tone Direction
Ads / Landing Pages	Grade 6 reading level. Short sentences. Heavy on results and specificity. Strong CTA every time.
YouTube / Video	Conversational but structured. Real talk delivery. High energy opening hook. End with a clear next step.
Email	Direct opener. One main idea. Clear action. Never more than 3 paragraphs for marketing emails.
Instagram / X Social	Short, punchy, declarative. Hook in line 1. No hashtag spam. Value in every post.
Keynote / Speaking	Story-driven with a clear lesson. Personal examples anchor every major point.
AI-Generated Content	Match all voice rules above. Use this document as the system prompt context. No filler or qualifiers.

05 Logo and Monogram

Brand identity.

The CJM monogram is the primary brand mark. The J is rendered in Signal Red (#B60819). The C and M appear in either Black (#000000) on light backgrounds or Off-White (#F0F2F6) on dark backgrounds. Do not alter the proportions, colors, or letterform relationships.

Primary — Light Backgrounds

Use on Off-White (#F0F2F6). C and M in Black (#000000). J in Signal Red (#B60819).

On White

Acceptable on pure white surfaces such as print and document headers.

Reversed — Dark Backgrounds

Use on Black (#000000). C and M in Off-White (#F0F2F6). J in Signal Red (#B60819).

On Charcoal

Use reversed version on all Charcoal (#2D2D2D) backgrounds.

Logo rules: Never place the logo on any background outside the four brand colors. Never recolor the J. Never recolor the C or M independently. Never stretch, rotate, or apply effects. Maintain clear space of at least the height of the J letterform on all four sides.

06 Usage Rules

Always. Never.

These rules apply to every piece of branded content. Ads, AI-generated assets, Canva templates, full websites, social graphics. When in doubt, reference this section first.

Always Do

Use exactly #B60819 for red. No substitutions.
Use Feature Display italic for the emotional accent word or phrase in headlines
Use Neue Montreal for all structural copy and body text
Keep the palette to exactly 4 colors: red, black, charcoal, off-white
Use #F0F2F6 off-white as the light background. Never pure white #FFFFFF.
Use #2D2D2D charcoal as the luxury black for body text on light layouts
Use #000000 black for the logo, hero sections, and maximum contrast moments
Run headline copy at Medium (500) weight in Neue Montreal
Use letter-spacing of -0.022em to -0.025em on large headlines
Use uppercase with wide letter-spacing (0.22em+) for section eyebrow labels
Keep the red J in the CJM monogram exactly as provided
Reference "Mr. Do The Most" as the personal brand identifier

Never Do

Add gold, navy, purple, or any fifth color to the palette
Use Feature Display in upright / non-italic form
Use Feature Display for body copy, captions, or UI elements
Use pure white (#FFFFFF) as the primary page background
Use Inter, Roboto, or system-ui as the primary font
Use Bold (700) weight as the headline default — Medium (500) is the rule
Create gradients between the four palette colors
Write in a passive, hedge-heavy, or uncertain voice
Use the em dash symbol anywhere in brand copy
Use excessive punctuation, emoji, or hashtag spam
Apply red as a large-area background behind body text
Place the logo on any background outside the four brand colors

07 CSS Implementation

For developers.

Copy this CSS variables block into the :root of any project. This is the canonical implementation. Reference variables only. Never hardcode hex values anywhere in a project.

brand-variables.css / canonical implementation

/* ============================================================
   CHASTIN J. MILES / Brand CSS Variables
   Canonical implementation. Copy into :root of every project.
   Reference variables only. Never hardcode hex values.
   ============================================================ */

:root {

  /* Core Colors */
  --brand-red:      #B60819;
  --brand-black:    #000000;
  --brand-charcoal: #2D2D2D;
  --brand-offwhite: #F0F2F6;

  /* Opacity variants */
  --red-tint:        rgba(182, 8, 25, 0.06);
  --red-mid:         rgba(182, 8, 25, 0.14);
  --offwhite-body:  rgba(245, 245, 240, 0.65);
  --offwhite-muted: rgba(245, 245, 240, 0.35);
  --charcoal-body:  rgba(45, 45, 45, 0.58);
  --divider:         rgba(45, 45, 45, 0.07);

  /* Typography */
  --font-display: 'Feature Display', 'Playfair Display', Georgia, serif;
  --font-sans:    'Neue Montreal', 'Helvetica Neue', Helvetica, Arial, sans-serif;

  /* Font sizes — fluid scale */
  --text-hero:    clamp(3.2rem, 7vw, 6.2rem);
  --text-h2:      clamp(2rem, 4vw, 3rem);
  --text-h3:      1.3rem;
  --text-body-lg: 1rem;
  --text-body:    0.88rem;
  --text-label:   0.62rem;

  /* Layout */
  --max-width: 1140px;
  --radius:    2px;
}

/* Headline technique — mandatory for all brand headlines */
h1, h2, h3 {
  font-family:    var(--font-sans);
  font-weight:    500;             /* Medium — not Bold */
  letter-spacing: -0.022em;
  line-height:    1.05;
  color:          var(--brand-black);
}

h1 em, h2 em, h3 em, .headline em {
  font-family: var(--font-display);
  font-style:  italic;
  font-weight: 600;
  color:       var(--brand-red);
  letter-spacing: -0.01em;
}

/* Section eyebrow label */
.section-label {
  font-family:    var(--font-sans);
  font-size:      var(--text-label);
  font-weight:    500;
  letter-spacing: 0.24em;
  text-transform: uppercase;
  color:          var(--brand-red);
}

/* Body copy */
body, p {
  font-family: var(--font-sans);
  font-weight: 300;
  font-size:   var(--text-body);
  color:       var(--charcoal-body);
  line-height: 1.8;
}

/* Primary CTA button */
.btn-primary {
  background:     var(--brand-red);
  color:          var(--brand-offwhite);
  font-family:    var(--font-sans);
  font-weight:    500;
  font-size:      0.78rem;
  letter-spacing: 0.12em;
  text-transform: uppercase;
  padding:        0.9rem 2.2rem;
  border:         none;
  border-radius:  var(--radius);
  cursor:         pointer;
}

/* Logo URLs */
/* Light backgrounds: https://assets.cdn.filesafe.space/eSEhaWY0FMnF0Rp9ejEq/media/69a26876753f15cb45098476.png */
/* Dark backgrounds:  https://assets.cdn.filesafe.space/eSEhaWY0FMnF0Rp9ejEq/media/69a26876753f15a3fd098475.png */

Do The Most. Every time.