FINDLY — Brand Book

01 — Introduction

Who is Findly?

/fīnd·lee/ — like "find" + "ly" · not "fin-dlee"

"Found, not bought."

Findly curates vintage home décor for people who believe a room should feel found, not bought. Share an inspiration board and a real person sources the pieces — handpicked, secondhand, and deliberately chosen.

Curated Vintage Mid-Century Intentional Warm

01

The Find Over the New

Mass-produced décor fills a room. Found décor furnishes a life. Findly exists in opposition to furniture that arrives flat-packed and forgotten in five years.

02

Personal, Not Generic

Every curation starts with the customer's inspo board. A real person reads it. A real person does the sourcing. No dropshipping, no catalogue, no shortcuts.

03

Mid-Century as a Lens

The aesthetic runs warmly through the 1940s–70s. Organic shapes, earthy tones, materials that improve with age. Not a period piece — a sensibility.

04

Sustainable by Default

Everything Findly sources already exists. No new manufacturing. No virgin materials. The most sustainable piece of furniture is one that already has a life behind it.

Service Tiers + Subscription

Tier 01 · Entry

The Dig

From $85

3–4 curated vintage pieces

Based on your inspo board

Accent items: ceramics, textiles, small objects

Handwritten piece notes included

Tier 02 · Mid

The Haul

From $165

5–8 curated pieces

Mix of statement + accent items

Includes lighting, art, larger objects

Provenance notes + styling suggestion

Tier 03 · Premium

The Archive

From $275

9+ carefully sourced pieces

Rare & designer vintage included

Era-specific sourcing on request

Printed lookbook + full piece histories

★ Sub

Tier 04 · Monthly

The Find

$75/mo

2–3 seasonal accent pieces monthly

Evolving inspo profile on file

Pause or cancel anytime

Priority sourcing access year-round

↻ Subscription

Tone of Voice

Warm & knowing

"We found this in a warehouse in Portland. We couldn't stop thinking about it. Now it's yours."

Specific over vague. Conversational but never casual. Speak as someone who genuinely loves this stuff.

"Beautiful vintage-inspired décor for every home! 🏠✨"

Story-forward

"1962. Danish. Someone put it in storage forty years ago and forgot it was good."

Provenance is personality. Names the era, the origin, the material. Objects have a past — we tell it.

"Great condition item with unique vintage styling, perfect for any décor."

Unhurried, editorial

"There's no algorithm here. Just someone with taste, patience, and a lot of time at estate sales."

No urgency-speak. No "limited stock." Findly's pace is deliberate — the language should match.

"Shop now! Last few boxes remaining — don't miss out!"

Never: trendy, clinical, loud

"Your board said warm and layered. We went looking."

No "aesthetic" as a noun. No "curated vibes." No exclamation marks. Describe things plainly and beautifully.

"Serving major mid-century modern energy straight to your door! 🌿"

02 — How It Works

Simple. Personal. Surprising.

01

Choose your tier

Pick the curation size that fits your space and budget — from a small accent haul to a full room sourcing run. Or go monthly with The Find.

02

Send an inspo board

Drop images, colors, eras — describe the room you're after. The more specific, the better the find. Think moods, not just styles.

03

We go sourcing

Your board goes to a real curator. They hit the markets and estate sales with your vision in hand. Every piece is chosen intentionally.

04

Your finds arrive

Wrapped in kraft paper, with piece notes on each item — origin, era, material, why it was chosen. Unbox it. Put it somewhere good.

03 — Logo

The mark

FINDLY in Alfa Slab One — FIND in Cream or Brown, LY always in Burnt Orange. The two-color split is the mark. No icon, no tagline required. The name and its contrast does the work.

FINDLY

Curated Vintage · Home Décor

FINDLY

On Dark — Primary

FINDLY

On Cream — Print

FINDLY

On Orange — Accents only

Incorrect Usage

FINDLY

Don't use single color

FINDLY

Don't use on cool/sage backgrounds

FINDLY

Don't swap to display serif

F I N D L Y

Don't over-space letters

✓ Do

Always Alfa Slab One, all-caps. FIND in the base color (Cream or Brown), LY in Burnt Orange — always. Maintain 1× cap-height clearspace. The two-color split is the mark.

✗ Don't

LY is always orange — no exceptions, no variants. Never outline, shadow, or distort the letterforms. Never stretch or scale unevenly. Never place the mark on busy photographic backgrounds without a clear zone of breathing room. Never recolor any part of the mark beyond the three approved background variants shown above.

04 — Colors

A palette of warm rooms

Teak wood, burnt orange tile, aged ceramic, olive drapes. The palette of a well-loved mid-century living room — earthy, grounded, and deliberately warm. No cool tones. No grey.

Deep Brown#2C1A0EBase dark

Burnt Orange#D4611APrimary accent

Teak#8B4A20Mid warm

Parchment#F5EDE0Base light

Forest#2E4030Contrast accent

Gold#C8A040Use sparingly

Usage Ratio

40%

26%

18%

10%

4%

Parchment 40% Deep Brown 26% Burnt Orange 18% Teak 10% Forest 4% Gold — sparingly

Animal Print — Decorative Use Only

Leopard

Background textures and overlays at 8–12% opacity. Warm #8B4A20 clusters on Parchment or Orange-light only.

Backgrounds · Texture layers · Never on text

Zebra

Warm brown-on-cream stripes — never black-and-white. Editorial dividers and packaging accent strips. One use per layout maximum.

Dividers · Packaging strips · One per layout

Cheetah

Dark brown dots on warm brown. Reserved for the Archive tier only — lookbook print and premium packaging.

Archive packaging · Lookbook print only

Orange is the signal

All CTAs, key labels, nav accents, packaging stripe. It's the warm terracotta tile. Use where the eye needs to go — nowhere else.

Forest is the contrast

Used sparingly for the Archive tier and sustainability messaging. The cool to the warm. Maximum one green element in any composition.

Gold is the finish

Price points, premium labels, the Archive tier accent. The glint of a brass lamp in afternoon light. Use it to signal quality — not quantity.

05 — Typography

Slab, italic, clean.

Alfa Slab One for display presence. Cormorant Garamond for editorial soul. Josefin Sans for legibility and structure. Each has a lane — cross them intentionally or not at all.

Display XLTHE ROOM THAT ALREADY KNEW YOU.

Accent"found in a Portland warehouse. 1962. Danish."

HeadingThe Archive Tier — Premium Curation

BodyA walnut side table, circa 1955. The patina on the top is original — someone drank their coffee here every morning for thirty years.

LabelTier 03 · Archive · From $275

Display — Alfa Slab One

The Find Over the New

All headlines, packaging, campaign text. Always title case or all-caps. The slab serifs recall mid-century signage and print advertising — bold, authoritative, warm.

Accent — Cormorant Garamond

"every piece has a past life."

Pull quotes, piece descriptions, stylist notes. Always italic. Always in Burnt Orange or Brown. The emotional counterpart to the display weight.

Body — Josefin Sans

Josefin Sans 400 — body copy

Sans 700 — UI labels, tags

All body text, product descriptions, website UI, order information. Clean geometric structure against warm parchment backgrounds.

Never use

Script or handwritten fonts

System fonts (Arial, Georgia)

Cormorant in non-italic

Two display fonts together

Alfa Slab in lowercase

Josefin in light weight for headers

06 — Imagery

Warm light. Real texture.

Photography looks like it was shot on a Saturday morning in someone's actual living room. Amber light, linen surfaces, things slightly out of place. If it looks like a catalogue, it's wrong for Findly.

Burl wood + animal print

Vintage MCM store with teak furniture and lamps

The find at the source

Estate sale paintings stacked against wall

Estate sale art wall

Flea market ceramics, gold frames, vintage objects

Ceramics + gilt objects

Sculptural MCM objects

70s living room with glass block wall, velvet sofa

70s amber warmth

01

Amber & warm

Morning window light, tungsten lamps, golden late afternoon. Warm grading always. No studio lighting, no cool-toned overexposure.

02

Tactile & close

Shoot close enough to feel the grain of teak, the weave of a throw, the glaze of a ceramic. Texture is the product — show it.

03

Contextual, lived-in

No white studio floors. Objects in real rooms, on linen surfaces, with natural context. A room in use looks better than a room on display.

07 — Applications

Brand at the doorstep

Where Findly lives — the box on your doorstep, the inspo form you fill out on a Sunday, the piece tag tied to a 1962 lamp, and the catalog card you keep on the shelf.

Delivery Box — The Unboxing
Kraft paper, handwritten piece notes, and the weight of something real — the box is the first thing the brand asks you to feel.

Inspo Board Submission — Web Form
A form that asks for images, not checkboxes — because the sourcing starts with a person reading your board, not an algorithm processing your inputs.