The Oberdorfer Teamat REWAP Brokerage LLC
Brand Book · No. 01 · Central Massachusetts · 2026
A brand book for a residential real-estate team in Worcester County, Massachusetts.
Open the book
Prepared for Brandon and Kait Oberdorfer.
October 2026. Every photograph in this book is a labeled sample from Unsplash, and every listing is illustrative.
We help people move between homes in Central Massachusetts with the care that decision deserves.
Home is personal. Our job is to make one of the largest decisions in a family's life feel understood, unhurried and well guided.
For buyers and sellers in Worcester County who want a knowledgeable person beside them, The Oberdorfer Team is a residential real-estate team that leads with knowledge of place and personal guidance.
Portals show everything and explain nothing. High-volume agencies move quickly and move on. We explain the market, the town and the house before we ask for anything, and we stay with people through the parts nobody photographs.
You will always know where things stand, what we think, and why.
Every page, message and listing should be checked against this line. If a reader would finish it still guessing, it is not done.
Towns, streets, school calendars, commuter times, how a 1920s house behaves in February. Specific, local and written down.
Two team leads who answer their own phones, explain trade-offs plainly and give an opinion when asked.
Homes are photographed, described and priced as if they were being published, because they are.
Emotional goals at each stage. They guide copy, pacing and when we ask for contact.
| Stage | They should feel | Because we |
|---|---|---|
| Before contact | Curious, under no pressure | Publish useful town and market writing with no gate in front of it. |
| First conversation | Oriented and heard | Ask about the life before the house, then explain the process in order. |
| Searching or listing | Calm, informed | Send fewer, better updates with our reasoning attached. |
| Offer and negotiation | Steady, protected | Lay out options and risks in writing, then recommend one. |
| After the move | Looked after | Stay useful: contractor names, tax dates, a note in a year. |
We write for one person at a time: someone deciding where to live next, often months before they say so.
Four readers, weighted equally. The site should never make one of them feel like an afterthought.
| Reader | Likely first page | What should come next |
|---|---|---|
| Buyer | A listing, or a town page from search | The town's housing character, then the buying guide |
| Seller | "What is my home worth?" | How we present and price, then a conversation |
| Not yet searching | A Field Notes article | Related towns, then a saved search when they are ready |
| Partner | Team page or a listing | Agent bios with brokerage attribution and direct contact |
We sound like a well-informed neighbor: specific, level and kind. We never shout, and we never sell past the facts.
Read top to bottom. Each level supports the one above it.
Sample copy. The listing is illustrative.
Stunning turnkey colonial nestled in a sought-after neighborhood. Won't last!
A 1926 center-hall colonial on a quiet side street, with original oak floors, a kitchen renovated in 2019 and a level backyard. About twelve minutes to Union Station.
Get your FREE instant home value now!
Ask what your home is worth. We will send a written range with the sales we used, within [turnaround to confirm].
Some are tired. Some describe people instead of homes, which fair-housing practice asks us to avoid.
Write instead: "four bedrooms on one floor," "a fenced yard," "a seven-minute walk to the park," "single-level living."
A wordmark, set the way an architect letters a title block: spaced capitals, no symbol, nothing to explain.
The Oberdorfer Team
Primary wordmark · Inria Serif Regular, all capitals, tracked 0.38em · Shutter green on plasterThe OberdorferTeamat REWAP Brokerage LLC
Stacked affiliation lockup · reversed on shutter greenThe Oberdorfer Teamat REWAP Brokerage LLC
Inline affiliation lockup · ink on oakReal-estate marks lean on roofs, keys and pins because the category needs a shortcut. This team does not: its name is a family name, and the people are the point. Wide-spaced capitals give the name presence at small sizes and read like the lettering on a measured drawing or a magazine masthead.
The spacing is the identity. Keep it at 0.38em in every application, and never letterspace the brokerage line to match it.
The Oberdorfer Team
A single serif O on shutter green, only for favicons and social avatars where the full name cannot fit. It never appears beside the wordmark or replaces it anywhere else.
One serif to read and to headline; one grotesk that narrows for labels and widens for prices.
Inria Serif
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Italic & ampersand 0123456789
Light, Regular and Bold with italics. Sharp, slightly wedged serifs and an open, contemporary build. Bold for headlines, Regular for reading at 17–21px, Light only for the giant chapter numerals. Open source (SIL Open Font License), served by Google Fonts.
Archivo
A grotesk rooted in 19th-century American wood type, with a variable width axis from 62 to 125. One family carries everything that is not prose. Open source (SIL Open Font License), served by Google Fonts.
Fluid sizes clamp between phone and desktop. Headings get more space above than below.
DisplayInria Serif Bold · 56–96px · line 0.94 · −0.012em
Field Notes
Heading 1Inria Serif Bold · 36–60px · line 1.02
Living on the West Side
Heading 2Inria Serif Bold · 28–40px · line 1.1
What your budget buys in Holden
Heading 3Archivo Semibold · width 92 · 22px
Taxes, utilities and the first winter
BodyInria Serif Regular · 17–19px · line 1.6 · 64ch max
The house sits back from the road behind a fieldstone wall, with the original 1926 trim still in the front rooms and a kitchen that was opened up in 2019.
MetaArchivo · width 82 · 13px · capitals · +0.06em
CaptionArchivo · width 82 · 13px · line 1.4
Fig. 12 — Front parlor, south light at 3pm. Sample photograph.
PriceArchivo Medium · width 116 · 24–34px · tabular
$689,000
Property dataArchivo · width 100 · 15px · tabular
4 bd · 2.5 ba · 2,140 sq ft · 0.52 ac · Built 1780
Color comes from materials around here: painted shutters, plaster, oak, brick and slate. We print on it rather than sprinkling it.
Surfaces that own whole regions of a page.
Covers, chapter openers, footers, the valuation panel. The brand's signature surface.
#28382D
Every reading page. A cool off-white, never cream.
#E8E7E3
Second stock for selling, photography and affiliation.
#B98D5A
Spot ink: one primary action per view, figure numbers.
#9B3A29
Approximate share of surface across a typical page. Brick stays near 3%.
WCAG 2.1 contrast. AA asks 4.5:1 for body text and 3:1 for large text and UI marks.
| Text on surface | Ratio | Use |
|---|---|---|
| Slate on plaster | 10.67:1 | Any text |
| Plaster on green | 10.02:1 | Any text |
| Lichen on green | 5.84:1 | Any text |
| Brick on plaster | 5.60:1 | Any text |
| Plaster on brick | 5.60:1 | Buttons |
| Deep ink on oak | 5.43:1 | Any text |
| Clay on green | 5.09:1 | Numerals, links |
| Stone on plaster | 4.79:1 | Secondary text |
| Plaster on oak | 2.42:1 | Never for text |
| Brick on green | 1.79:1 | Never |
These names carry into the WordPress theme.json palette.
:root {
--color-stock-green: #28382D;
--color-stock-plaster: #E8E7E3;
--color-stock-oak: #B98D5A;
--color-spot-brick: #9B3A29;
--color-ink: #2A3136;
--color-ink-deep: #1C2124;
--color-ink-muted: #5E6660;
--color-on-green-accent: #E0937A;
--color-on-green-muted: #A9B5AC;
--color-paper: #F2F1EE;
}
Real houses and real places, in the light they actually get. We crop like architects and caption like editors.
Fig. 07 — Gambrel house above a stone wall. Sample photograph, LXS Photography / Unsplash.
Every photograph in this book is a free Unsplash sample, credited and marked. This is the shot list for a real shoot.
| Fig. | Sample | Replace with |
|---|---|---|
| 01 | Clapboard and shutters, Jessica Langbein | A Worcester County house the team has sold, corner view, low sun |
| 02 | Stair hall, Magic Fan | An interior detail from a real listing |
| 03 | Colonial, I Do Nothing But Love | Brandon and Kait's own street or neighborhood |
| 04 | Mailboxes, Rockport (Hasnain Sikora) | A winter detail from a Central Mass. town center |
| 05 | Painted sign (Cam Fattahi) | Painted lettering on a Worcester mill building |
| 06 | Red clapboard (Diane Helentjaris) | A material close-up from a listing |
| 03a–11a | MV Vacation, Austin, Miguel Luis, Büsra Aksoy, Peyton Carroll | Chapter strips from the team's own towns and listings |
| 07–11 | LXS Photography, Emi Mo, Nana Nakazwe, Margo Evardson | Town-page openers for the first launch towns |
| 12–15 | Jessica Langbein, Rick Lobs, Brett Wharton, Stuart Jenkins | Real listing photography, used with seller permission |
Pages are built as spreads: a photograph and a page of text that answer each other. One strong move per screen.
Proportional schematics. Hatching marks photography.
The order is the story. It replaces the usual hero, three icons and a grid.
Listings read like features in an architecture magazine: the photograph, the address, the price, and what makes the house itself.
Square, quiet, and always labeled with the action.
One brick button per view. Secondary actions are outlined or written as links. Disabled buttons drop to recessed plaster and say what is happening.
The editorial card. Sample listing; address, price and details are illustrative.
Open house · Sun Oct 18, 11–1
Holden · Single family
$689,000
Circa 1780 center-chimney colonial: wide pine floors, six-over-six windows, a 2019 kitchen in the old ell.
Listed by The Oberdorfer Team at REWAP Brokerage LLC · MLS PIN # sample
For grids of homes. Same order every time: photo, town, address, price, facts. Sample listings.
Princeton · Sample
Shingle Style, wraparound balcony, original stair.
Shrewsbury · Sample
Colonial Revival, fanlight gable, sunroom.
Boylston · Sample
Gambrel, enclosed porch, dry-laid wall.
A list that scans like a table of contents. Prices align. Sample listings, including one from another brokerage.
14 Orchard Lane
Holden
7 Linden Street
Princeton
220 Pleasant Street, Unit 2
Worcester · West Side
Listing courtesy of [Listing Brokerage] · MLS PIN
The page a buyer studies. Sample listing.
All 32 photosHolden · Single family · Sample listing
$689,000
The house was built around a single great chimney, with a parlor and a hall on either side and the kitchen behind. The wide pine boards in the front rooms are original; the 2019 renovation moved the kitchen into the old ell and left the frame exposed.
Sample copy. On the real site, this story is written by the team, never generated from listing fields.
Map styling: plaster streets, sage parks, slate marker with the price. No red pins, no icon clutter. Illustrative.
Photography first, actions under the thumb, filters in a bottom sheet, and a map that trades places with the list.
Six steps, each with what the buyer decides and what we do.
Which towns, what kind of house, what budget feels right.
We: a first conversation, town notes, a lender introduction.What the market is doing in the towns you chose.
We: recent sales explained, a saved search tuned to you.Seeing homes, and seeing past the staging.
We: notes on each house, questions for the seller.Price, terms and contingencies.
We: comparable sales, options in writing, a recommendation.Inspection, appraisal, financing and paperwork.
We: one timeline, every deadline, the attorney looped in.Keys, utilities and the first season.
We: contractor names, tax dates, a check-in a year later.Seven commitments, then one strong invitation.
We'll send a written range with the sales we used and what would move it, within [turnaround to confirm]. No obligation, and no automated estimate.
Placement: once on the homepage, on every selling page and in the footer of town pages. Never as a pop-up.
Pages worth reading even when nobody is shopping. Structure shown with a downtown Worcester example; copy slots are written and fact-checked by the team.
Worcester County · City
SlotNarrative introduction, 300 to 600 words in the team's voice: how the neighborhood feels on a weekday morning, what the housing stock is, how people get around, what has changed in the last five years.
The editorial program. Recommended name; alternatives were Home Notes, Around Here and The Journal.
"Field Notes" fits the brand: it suggests looking closely and writing down what you saw, which is the team's method. Four recurring kinds: market commentary, town guides, house stories, and practical guides for buying, selling and renovating.
Sills, chimneys, knob-and-tube and the questions that save a deal. Sample article.
Prices, days on market and what they mean for spring. Sample article.
Heat, ice dams, and the maintenance calendar. Sample article.
Motion behaves like turning a page: a clean wipe, a settle, then stillness. Nothing bounces and nothing floats.
Opening photographs wipe in from the left over 900ms while the image settles from 105% to 100%. It runs once, only for photographs still below the fold. The page is complete without it.
Fig. 14 — Bay window, afternoon light. Sample photograph, Stuart Jenkins / Unsplash.
| Token | Value | Use |
|---|---|---|
| --dur-quick | 160ms | Hover, press, save |
| --dur-base | 320ms | Folio swap, sheets, menus |
| --dur-reveal | 900ms | Opening photographs |
| --ease-settle | cubic-bezier(.2,.7,.2,1) | Everything |
Everyone looking for a home should be able to use the site. WCAG 2.1 AA is the floor, not the goal.
We describe homes and places, never the people who should live in them. Town pages report facts (distances, housing types, public amenities) and avoid characterizing who lives somewhere. Every page carries the Equal Housing Opportunity statement in the footer.
Massachusetts and federal fair-housing rules apply to all advertising. Have REWAP's principal broker confirm the final footer language and any required disclosures before launch.
The Oberdorfer Team is the name people know. REWAP Brokerage LLC is the brokerage behind every transaction. Both are always visible, and never confused.
The team owns its brand and its writing. The brokerage remains the authority on every transaction.
The Oberdorfer Teamat REWAP Brokerage LLC
Brokerage line: Archivo width 82, 60% of the wordmark size, never below 12px on screen or 7pt in print.
Reusable patterns. Bracketed items are supplied by REWAP and confirmed by its principal broker.
The Oberdorfer Teamat REWAP Brokerage LLC
HomesTownsBuySellField NotesTalk with usThe lockup sits in the header on every page. On phones the brokerage line moves under the name.
Team lead · Massachusetts real estate broker [license #]
The Oberdorfer Team at REWAP Brokerage LLC
[phone] · [email]
Every bio names the brokerage. Kait's role and license details to be confirmed.
Our listing: Listed by The Oberdorfer Team at REWAP Brokerage LLC · MLS PIN #[number]
Another brokerage's listing (IDX): Listing courtesy of [Listing Brokerage] · Data © MLS PIN, deemed reliable but not guaranteed
IDX rules govern exact wording and placement. The adapter supplies it per listing.
Your message goes to The Oberdorfer Team at REWAP Brokerage LLC. We use it only to reply to you. [Privacy policy]
One line under every form, above the fold of the form itself.
The Oberdorfer Teamat REWAP Brokerage LLC
The Oberdorfer Team is a team of real estate professionals affiliated with REWAP Brokerage LLC, Worcester, Massachusetts. Brokerage services are provided by REWAP Brokerage LLC. [Brokerage address] · [Phone] · [License information]
Equal Housing Opportunity. Listing information is deemed reliable but not guaranteed. [IDX disclaimer supplied by the MLS] · [Privacy policy] · [Accessibility statement]
How the team site and a future REWAP site can share data without duplicating it.
{
"lead_type": "showing_request",
"source_site": "oberdorfer-team",
"source_page": "/homes/holden/14-orchard-lane",
"property_id": "prop_8f2c41",
"mls_id": "[MLS PIN number]",
"team": "oberdorfer-team",
"agent": "brandon-oberdorfer",
"brokerage": "rewap-brokerage-llc",
"campaign": "fall-open-houses",
"utm": { "source": "facebook", "medium": "paid_social" }
}
Illustrative payload. The IDX adapter normalizes any vendor's feed into one property shape, so the front end, saved searches and lead routing never depend on a single vendor.