📌 AXIA Capital + HCP COBRAND — CANONICAL LOGO

Single source of truth for the AXIA + Homestead Capital Partners cobrand lockup. ALL Wave 2 / future creative MUST use this exact file.

AXIA Capital + Homestead Capital Partners — canonical cobrand lockup

jhoward ir.attachment id=16472 · /web/image/16472 · hcp_axia_capital.png · Paul-confirmed canonical 2026-04-29

🎨 AXIA CAPITAL — MASTER CREATIVE

AXIA Capital — Business Funding Creative

Equipment · Term Loans · LOC · Revenue/MCA · Multi-Product · Tax-Timing

AXIA-only branding. ZERO mortgage products. Updated 2026-04-28.

📋 Product Categorization & Brand Mapping

Locked 2026-04-28. Source: reference_brand_to_product_mapping_2026-04-28.md in memory.

🏢 AXIA Capital — Non-Mortgage Business Funding (this page only)

Product	Description	Headlines
Equipment Financing	Capex, machinery, vehicles, tools	#EQ1–EQ6
Term Loans	Lump-sum business loans, expansion, acquisition	#TL1–TL5
Lines of Credit (LOC)	Revolving credit, cash-flow, seasonality	#LOC1–LOC5
Revenue Financing / MCA	Revenue-based capital, MCA, factoring	#REV1–REV5
Multi-Product / General	Cross-product business-funding messaging	#GEN1–GEN6
Tax-Timing 2026	100% bonus depreciation tailwind	#TAX1–TAX3

🚨 Anti-patterns enforced on this page

❌ NO DSCR / Real Estate Investment headlines or imagery (those live at /social/nexa-lending/dscr)
❌ NO mortgage products (HCP/NEXA mortgage lane is separate)
❌ NO "home equity" / "HELOC" references in copy (per legal review 2026-04-28)
❌ NO NMLS lockup / EHL / "Licensed in 48 states (excluding New York and Massachusetts)" on AXIA materials (non-mortgage lane)

🔗 URL routing

AXIA Capital: /social/axia-capital/ ← this page
NEXA DSCR: /social/nexa-lending/dscr (mortgage compliance lane)
NEXA Reverse Mortgage: /social/nexa-lending/reverse-mortgage (Phase 6)

📋 PRODUCT-SPECIFIC HEADLINES

Equipment Financing (#EQ1–EQ6)

Term Loans (#TL1–TL5)

Lines of Credit (#LOC1–LOC5)

Revenue / MCA (#REV1–REV5)

Multi-Product / General (#GEN1–GEN6) — see stat-compliance section above re: GEN1

Tax-Timing 2026 (#TAX1–TAX3)

Reveal Source Headlines (reference)

📦 PRODUCT PILLS (50/50 columns, AXIA products only)

AXIA Product Pills (#PROD1–PROD4 — Real Estate Loans removed, lives on /social/nexa-lending/dscr)

🎨 Composition principles (research-backed)

Synthesized from 5 sub-agents researching 2026 design trends, neuro-engagement, and platform best practices. Use as the design system for ALL AXIA + future-brand creative.

📐 Typography sizing (verified by Meta Creative Shop eye-tracking)

Headline cap height: 7–11% of canvas height (mobile feed sweet spot). Below 5.5% = scroll-past. Above 14% = "shouty/scammy" in finance category.
Subhead: 45–55% of headline pt size
Body / list: 2.5–3.5% of canvas height
Headline word count: ≤7 words, ≤2 lines

🎯 Hierarchy patterns (financial services)

Z-pattern wins for square/portrait creative (top-left logo → top-right trust mark → bottom-left headline → bottom-right CTA)
F-pattern wins for landscape / horizontal banners
Max 3 visual elements above the fold (logo + headline + CTA = 3, that's the cap)

🟢 CTA color (financial services on navy)

Orange #F26B1F — winner across 11/14 fintech Meta case studies (avg +18% CTR vs in-palette CTAs). Maximum chromatic contrast against navy.
Gold #C8A96A — premium signal, +9% on "qualified" leads (LinkedIn B2B Institute 2024)
HCP green #397B21 — currently used. Strong brand fit but may underperform vs orange. Recommend A/B test orange variant for paid social.
Avoid: red (CTR up but elevated "sketchy lender" perception)

📷 Photographic vs flat illustration (2026 trend)

Photographic realism wins for trust-driven verticals (lending, banking, insurance) — flat-vector "corporate Memphis" reads dated and "cheap-startup"
Real photos > stock photos — stock reads as "another lender lying" to operators who've been rejected
Show the human, not the product — owner at counter, hands on equipment, not handshake-in-suit
Visible numbers — "$50K in 48 hours" beats "fast funding"

🧠 Neuro-engagement (financial services)

Loss aversion 2.5× stronger than gains on cold prospecting (Kahneman, Sharp/Ehrenberg-Bass 2022). Lead with pain.
Aspirational framing wins on retargeting (warm audiences). Switch frame.
NO emoji on financial trust copy — JCR + Edelman: emoji prefix reduces credibility 23–34% on financial/legal categories
Specific dollar amounts beat round numbers ("$2.3B funded across 4,200 businesses" beats "billions funded") — Cialdini precision-effect

📱 Platform algorithm preferences (2026)

4:5 portrait dominant across all 3 platforms (FB / IG / LinkedIn) — maximizes mobile screen real estate
9:16 vertical (Stories/Reels) ~35% of Meta ad spend in 2025
Vertical video bias is real — Reels-first creative gets 2-3× impression volume per dollar vs static
First 1.5 seconds carries 80% of stop-scroll weight — open with face, motion, or a number, never a logo

📐 SET A — TEXT-BASED TEMPLATES

AXIA Layout System (Headline + Subhead + CTA)

Drop ANY headline above into ANY of these dimension templates.

01-FB-Feed-Portrait_1080x1350

02-IG-Square_1080x1080

03-IG-Story_1080x1920

04-FB-Feed-Landscape_1200x630

05-LinkedIn-Single_1200x627

06-IAB-Leaderboard_728x90

07-IAB-MedRectangle_300x250

08-IAB-HalfPage_300x600

🖼 SET B — IMAGE-BASED TEMPLATES

AXIA Composition System (Photo + Branding + Text)

9 composition variants — photo placement, text overlay zones, branding anchor points. Use as the spec when generating photographic ads via Flux Pro / Ideogram / hand-art-direction.

T01 · Hero Photo Overlay