Brand Guide
01 · Identity
Logos & Marks
The Wesley mark pairs a gold lion — courage, strength, and the fight for owners — with the WESLEY wordmark and FINANCIAL GROUP beneath. The lion and founder Chuck McDowell are the brand's most-owned equities. Protect the mark's clearspace and never recolor the lion.
Primary Logo · Stacked
Lion Icon
Secondary · Horizontal Lockup
Motion Logo Tag
Full Color
Video outros · light / neutral backgrounds
White
Video outros · dark / photo backgrounds
Clearspace: keep a minimum margin equal to the height of the capital “E” in WESLEY on all sides. The primary stacked logo is the default; use the secondary horizontal lockup only when height is constrained. Use Reverse (or the White motion tag) on dark or photographic backgrounds and One Color for single-color print, embroidery, or engraving. Motion previews are MP4 reference files — use the .MOV production files for final video outros. Never recolor the lion, stretch the mark, or set the full-color logo on a busy background.
02 · Color
Color Palette
White dominates every Wesley touchpoint; supporting colors are deliberate punctuation, not fields of color. The identity core is Warm Gray, Gold, and white; the extended Site & Magazine palette adds navy, ocean blue, and neutrals for digital and print. Source: wfg-brand-visual-guidelines.md.
Core & Identity
Accent / Emphasis
Click to copy
Gold
#BC8C3D
RGB 188, 140, 61
Lion icon and premium accents. In this guide: section labels, italic emphasis, links, and hero-stat numbers. Never a body surface.
Primary Dark
Click to copy
Near Black
#1A2034
RGB 26, 32, 52
Body text, headlines, and dark sections.
Surface
Click to copy
Light Ice
#E9F1F4
RGB 233, 241, 244
Cards, callouts, hover states, and secondary section backgrounds. PMS 656 C.
Interactive / Accent
Click to copy
Ocean Blue
#0066AD
RGB 0, 102, 172
Secondary accents and interactive states. Deep, trustworthy blue. PMS 307 C.
Support Colors
Primary CTA
Click to copy
Green
#39B271
RGB 57, 178, 113
Conversion only. Primary CTAs, hyperlinks, active/hover states — smallest share, highest intent. Never decoration or background. PMS 7479 C.
Warm Base
Click to copy
Warm Beige
#D8C9BC
RGB 216, 201, 188
Warm editorial surfaces, section breaks, and brand / founder pages. PMS 7611 C.
Secondary Text
Click to copy
Warm Gray
#716D63
RGB 113, 109, 99
Primary identity color. Secondary text, captions, table labels, and the one-color logo. PMS 4292 C.
Boxed Callout
Click to copy
Navy Blue
#24265C
RGB 36, 38, 92
Headlines, deep-contrast accents, and dark callout surfaces such as the hero-stat box. PMS 273 C.
Base & Dark
Base / Background
Click to copy
Off-White
#FAFAF8
RGB 250, 250, 248
Default page background. Proposed warm-tinted white — the brand spec is pure #FFFFFF, which this editorial template avoids. Confirm with Paul Landers.
Pure Dark
Click to copy
Near Black
#1A2034
RGB 26, 32, 52
WFG's darkest value — there is no pure #000 in the system. Logo and technical contexts only.
White dominates (~60%). Neutrals — Light Ice, Warm Beige, Warm Gray — carry the middle (~20%). Navy, Ocean Blue, and Gold appear as deliberate accents (~16%). Green is not an accent — it is a functional color (~4%). It signals conversion and is reserved for primary CTAs, hyperlinks, and active/hover states. Using green anywhere else weakens the conversion signal and breaks the system. If a piece needs a decorative accent, use Navy, Ocean, or Gold — never Green.
03 · Typography
Type System
Three families do the work. Plantin MT Pro sets web and digital headlines; Nunito Sans carries body and UI; Proxima Nova is the alternate body face and the headline face for print. The logo lettering is its own pairing and stays in the lockup. Source: wfg-brand-visual-guidelines.md.
We fight for owners the timeshare industry left behind.
Display 56
H2 · 40
H3 · 28
Light · Captions and fine print
Regular · Body copy default
Medium · Subheads and labels
Semibold · Buttons and emphasis
Bold · Stat callouts
For more than fifteen years, Wesley Financial Group has fought for families misled during their timeshare purchase. We are not a law firm — we are a team of in-house resolution specialists who only take owners we are confident we can help. We have helped over 60,000 families find a permanent way out.
Plantin for headlines, Nunito Sans for everything else on web and digital. In print, the roles flip — Proxima Nova sets headlines and Plantin MT Pro sets body, with Rift reserved for display. Never mix more than two families in one layout, and keep the logo's Libre Baskerville / Lato lettering to the logo lockup only.
06 · Voice & Messaging
How We Sound
Wesley speaks in three registers at once: direct and honest, heartfelt and empathetic, genuine and approachable. We place the wrongdoing on the industry that deceived owners, give agency back to the people it trapped, and close the corporate distance. Every line is compliance-bound — see the retire / replace table below. Source: wfg-copy-compliance-guide.md.
The Single Truth
We fight for good people impacted by the deception of the timeshare industry.
Brand Mission · The Daily Discipline
The Locked Promise
Fighting for timeshare owners who were deceived by the timeshare industry.
Brand Promise · Core equity — do not deviate
The Founder Frame
Not a legal firm. Not a resale company. But a team of in-house resolution specialists who only take owners we're confident we can help.
Chuck McDowell · Founding narrative
The Long Game
Practicing passion, integrity, and honesty in efforts to change lives for the better.
Brand Vision
Voice Principles
01
Direct & Honest
Highly punctuated, pared-down claims that carry full impact. Say less, mean more. No hedging, no corporate filler.
02
Heartfelt & Empathetic
Not sympathy — genuine recognition. Give agency back to owners who feel trapped, instead of talking down to them.
03
Genuine & Approachable
Conversational. Close any sense of corporate distance — write the way a trusted person would actually talk.
04
Blame the industry, never the owner
The owner was misled, pressured, deceived — never naive. Focus on their experience and feelings, not attacks on companies.
05
Lead with proof, never promises
Outcomes are past-tense and sourced. "We have helped clients receive refunds" — never "we will get you a refund." Selectivity over guarantees.
06
Write for a 7th-grade read
Short sentences — under 20 words — plain words, active voice. Our audience is 60–79 and often meeting us for the first time. Clarity is respect.
Vocabulary · Retire & Replace
| Retire This | Use This Instead |
|---|---|
| Lawyer / attorney / legal | Resolution specialist, timeshare cancellation expert |
| Contract | Agreement, ownership, timeshare obligation |
| Sue / lawsuit / litigation | Resolution process, negotiation, permanent exit |
| Money-back guarantee / 100% success rate | Near-perfect success rate; we only take owners we're confident we can help |
| Cases / firms | Owners, clients, ownerships; exit companies, providers |
| Shady / scammy / fly-by-night | Dishonest, misleading |
| Stop paying / stop payments | Remove entirely — never advise stopping mortgage or maintenance fees |
| Timeshare WILL pass to your children | A debt that may pass to family; a burden that could follow your family |
Words and Phrases to Use
Resolution Specialists
WFG's in-house team (60–70 full-time) who negotiate exits. Always use instead of "agents," "lawyers," or "reps."
Timeshare Cancellation
The core service. Use "cancel" / "cancellation" — never "get out of your contract" or "sell your timeshare."
Near-Perfect Success Rate
The only approved success claim. Never "100%," "guaranteed," or "money-back."
Permanent Exit · Cancel For Good
The outcome WFG delivers — "cancel your timeshare permanently / for good." Stated as fact, never as a future promise.
Always Touching the Line
The working brand tagline (in progress) and a Wesley culture pillar — going the extra mile for owners.
F.I.G.H.T.E.R.S.
The eight brand values: Forward-thinking, Integrity, Grit, Honest, Transparent, Empowering, Responsible, Service-oriented.
Buyer Mirror Phrases
How owners describe being trapped — the approved problem-agitation language from the Green List (§2.7). Mirror their experience before offering the way out. For verbatim customer quotes, pull from the tagged review corpus.
Trapped in an ownership you no longer want
Fees that never stop going up
Misled during the sales presentation
High-pressure sales tactics
Rising maintenance fees with no end in sight
You tried to get out on your own — and hit a wall
What We Are · What We Are Not
We Are
- Consumer advocates for owners deceived by the timeshare industry
- A team of in-house resolution specialists — everything handled internally
- Founder-led by Chuck McDowell, an industry insider turned advocate, since 2011
- Selective — we only take owners we're confident we can help
We Are Not
- A law firm. (We don't provide legal services or go to court.)
- A resale or transfer company. (We cancel ownership; we don't sell it.)
- A guarantee mill. (Near-perfect success rate — never "100%" or money-back.)
- Out to attack companies. (We never name timeshare brands; we focus on the owner.)
Most exit companies lead with lawyers. Wesley leads with proof — 7,000+ five-star reviews, 60,000+ families helped, and a founder who came from inside the industry.
07 · Messaging Pillars
The Wesley Difference
These six promises recur across every conversion page. They are defensible, compliance-safe, and the reasons cold traffic chooses Wesley over a fragmented field of competitors. Sources: wfg-competitive-positioning.md, wfg-copy-compliance-guide.md §2.
01
The Largest Track Record
Over 7,000 five-star reviews on a base of 8,000+ — the biggest proof corpus in the industry, around 20× the nearest competitor. Sample size kills doubt.
02
An Insider Turned Advocate
Chuck McDowell came from inside the timeshare industry and turned against it. 15+ years and 60,000+ families later, no competitor has a comparable founder story.
03
Everything In-House
A team of 60–70 resolution specialists handles every exit internally, across 300+ resort companies. Not a law firm. Not a reseller. No hand-offs.
04
Only Owners We Can Help
Wesley turns away about 40% of applicants. Selectivity is why the success rate is near-perfect — and why the reviews are what they are.
05
Cancel Permanently
We negotiate a permanent exit from the ownership and the fees that never stop rising — for good, not a temporary pause.
06
Proof Over Promises
Every claim is sourced and past-tense. $725M+ in timeshare mortgage debt relief and 60,000+ families helped — never a guarantee we can't make.
08 · Supporting Data
The Numbers That Earn Trust
Stats are credibility currency. Lead with proof, keep every figure sourced, and never promise a future outcome. All WFG numbers are compliance-approved; industry figures are ARDA's own self-reported data. Sources: wfg-copy-compliance-guide.md §2, wfg-arda-industry-data.md.
Lead With This — The Review Moat
7,000+
five-star reviews on a base of 8,000+ total — the largest proof corpus in the timeshare exit industry.
60,000+
families helped to a permanent exit, with $725M+ in timeshare mortgage debt relief since 2011.
Four Stories the Numbers Tell
Stats earn trust when they cluster into a story, not a data dump. Deploy the arc that matches where the owner's head is. ARDA figures are the timeshare industry's own self-reported data — citable, with no brand-name restrictions, but never paired with a named resort.
Arc 01
You're Not Alone
When the owner feels foolish or embarrassed for buying. Validate first.
85%
of owners regret buying their timeshare.
Univ. of Central Florida · USA Today
24%
would not purchase their timeshare again.
ARDA Owners Report 2024
53%
is all that personally used the timeshare they pay for.
ARDA Owners Report 2024
Arc 02
The Fees Never Stop
When the owner is rationalizing holding on. Make the math urgent.
$1,480
average annual maintenance fee — up 35.8% since 2020.
ARDA State of Industry 2025
17.5%
jump in maintenance fees in 2024 alone.
ARDA State of Industry 2025
49%
of resorts expect fee increases of 10% or more.
ARDA State of Industry 2025
Arc 03
A Sales Machine, Not a Vacation
When the owner still trusts the developer. Reframe the business model.
43.9%
of every dollar sold goes to sales and marketing.
ARDA Financial Performance 2025
65.5%
of sales go to people who already own.
ARDA Financial Performance 2025
14.8%
average loan interest rate, over 10+ year terms.
ARDA Financial Performance 2025
Arc 04
Wesley Is Different
When the owner is comparing exit companies. Close on proof and selectivity.
7,000+
five-star reviews — around 20× the nearest competitor.
WFG · compliance-approved
300+
resort companies exited by 60–70 in-house resolution specialists.
WFG company overview
~40%
of applicants declined — we only take owners we're confident we can help.
WFG company overview
Honesty rule: every stat above is sourced. Never round up, never combine figures from incompatible studies, and never pair ARDA data with a named timeshare brand. If a number isn't in
wfg-copy-compliance-guide.md §2, it doesn't go in an ad, deck, or page. Numbers are credibility currency — once spent on a bad stat, they're hard to earn back.