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Brand Standards
Company Overview
4
VISIONBecome the premier Christian treatment facility
in the United States, with a focus on always
putting client needs ahead of earnings.
COMPANY OVERVIEW / VISION
5
MISSIONGracious Care Recovery Solutions, a
faith-based treatment facility founded upon
the belief in God, works to provide a safe,
nurturing and structured environment to assist
clients in living the healthiest life possible.
COMPANY OVERVIEW / MISSION
6
VALUES• Faith is the foundation of all of our
programs and relationships.
• We are honest and model integrity in all of our
interactions, both internally and externally.
• We exhibit generosity in all actions, always.
We recognize that without the generosity
of donors and God’s good graces we
wouldn’t be where we are today.
• We are dedicated to our faith. All of our services
and offerings are based in our belief in God.
• We are steadfast in offering our clients the
most affordable treatment program possible.
COMPANY OVERVIEW / VALUES
1. Faith2. Honesty3. Generosity4. Dedication5. Affordability
COMPANY OVERVIEW / PERSONALITY
humble,faith-basedandwholesomeWe are...
COMPANY OVERVIEW / PERSONALITY
sincereandfamily-orientedWe are...
9
COMPANY OVERVIEW / HISTORY
HISTORYGracious Care Recovery Solutions was started by husband and wife Mike and Marisa
Way in 2013 after identifying a need in the Deerfield Beach, Florida community for a safe
and structured treatment facility for women. Initially, there were only enough resources
to open one small house which relied solely on the kindness of donors to operate.
Gradually, through the success of the first sober house and with God’s grace, other houses
were opened and services were expanded to include both genders and all ages.
Today, Gracious Care Recovery Solutions offers a variety of comprehensive
treatment programs all led by dedicated, spiritual and experienced staff members
with a focus of reinforcing God’s light in the lives of those we treat.
Segmentation
Morgan Rice
22
n/a
Unemployed
High school graduate
Single
0
Broward County, Florida
Freedom, fitting in with the crowd
Shopping, fashion, hanging out with
friends
Create a sober lifestyle, reconnect with
her mom, eliminate relationships with
harmful drug using friends
Name
Age
Income
Occupation
Education
Marital Status
Children
Location
Values
Interests
Goals
SEGMENTATION / CLIENT TO BE TREATED
Meet Morgan
Jaclyn Rice
47
$55,000
Director of Operations
Bachelor’s Degree
Divorced
1
Broward County, Florida
Dependability, fellowship and religion,
friendships
Reading, photography, jogging
Provide support for Morgan, separate
Morgan from her drug using friends, assist
Morgan in finding Christ
Name
Age
Income
Occupation
Education
Marital Status
Children
Location
Values
Interests
Goals
SEGMENTATION / IMMEDIATE CARETAKER
MeetJaclyn
Communication
16
Not using colloquial expressions
Contractions may be used
Writing from the point of view of the second person
Addressing the reader with second person pronouns when appropriate
Not using abbreviations or abbreviated words
Being up front and direct about religious affiliation
Demonstrating empathy for reader at every opportunity
Softening words and phrases to be more sincere
Using everyday English
STYLE
Gracious Care Recovery Solutions uses
a predominately informal writing style,
with a few minor adjustments. The
Gracious Care writing style includes
the following:
COMMUNICATION / WRITING STYLE
17
wanna / buzz off
you are / he is
There are many signs and symptoms of relapse, and learning how to make a plan for recovery is critical.
St. / IOP / AA
All Gracious Care programs are founded on the 12-step model.
Staying sober is hard and there are complex factors that can lead to relapse.
We have counselors here to help you.
Additional / On request / Regarding / Prior to
want to / go away
you’re / he’s
We will teach you the signs and symptoms of relapse to help you make a plan for your recovery.
you, your, yours
Street / Intensive Out Patient / Alcoholics Anonymous
All Gracious Care programs are founded on our belief in Christianity and a higher power.
We understand that staying sober is not easy and we recognize the complex factors that lead to relapse.
Our skilled and compassionate counselors are here to assist you during every step of your recovery.
Extra / If you ask / About / Before
INCORRECTCORRECT
COMMUNICATION / WRITING STYLE
COMMUNICATION / TONE OF VOICE
compassionate,Our voice is...
COMMUNICATION / TONE OF VOICE
humbleandsincere.
Typography
Limiteduseforimagestyling: Cheddar JackTHIS IS THE GRACIOUS CARE TYPEFACE: GOTHAM BLACK
ALSO:Gotham LightGotham BookGotham Medium
23
Cheddar Jack should be used sparingly
for special use on images or print
headlines. There is no substitute font.
HEADLINE
TYPOGRAPHY / PALETTE
Gotham Black should be used for
headline text in all uppercase. If this
typeface is not available, the acceptable
substitute font is Tahoma Bold.
Gotham Book should be used for
subheads, callouts and can be used in
upper or lowercase. If this typeface is
not available, the acceptable substitute
font is Tahoma Regular.
SUB-HEADLINE
Gotham Book should be used for
paragraph, body copy in sentence
case. If this typeface is not available,
the acceptable substitute font is
Tahoma Regular.
This is body copy
Limited Use
Logo
26
The preferred logo is to be presented
together in Gracious Blue (PMS 7691)
and Sunshine (PMS 715).
GRACIOUS BLUE
LOGO / COMPONENTS
SUNSHINE
R e c o v e r y S o l u t i o n s
27
GRAYSCALEFULL COLOR ONE COLOR
LOGO / COLOR VARIATIONS
28
The full color Gracious Care Recovery
Solutions logo should always be used on
a white background for maximum clarity.
When this is not possible, use a solid
color background or photo that provides
enough contrast to keep the logo legible.
The one color Gracious Care Recovery
Solutions logo should be used on
dark backgrounds or photos. The
grayscale Gracious Care Recovery
Solutions logo should be used for
one color print materials.
LOGO / COLOR VARIATIONS
29
1.25”
150 px
The Gracious Care Recovery Solutions
logo should appear with proper clear
space around it to ensure maximum
clarity. The clear space measurement
is always based off of the exact logo
size you are working with, so an
appropriate amount of clear space
can be determined regardless of
the size of the logo. To calculate the
minimum clear space, use the height
of the Gracious Care logotype (which
gives you ’X’ amount of clear space).
No elements should be placed within
the clear space of the logo.
In exceptional circumstances, smaller
sizes of the Gracious Care Recovery
Solutions logo for print or web may
be necessary. In such cases, legibility
should always be your top priority.
The minimum size of the full Gracious
Care Recovery Solutions logo for print
should be 1.25 inches. The minimum
size for web should be no smaller
than 150 px.
LOGO / CLEAR SPACE
x
x
x
x
x
30
GRACIOUS CARE
Do not change logo colors. Do not change logo fonts.
Do not place on background with insufficient contrast. Do not place on photos with insufficient contrast.
Do not stretch of distort in any way. Do not add effects.
LOGO / UNACCEPTABLE USE
31
COLOR / PALETTE
LIGHT BLUE
PMS 278 CRGB 141/184/233CMYK 42/18/0/0HEX #8db8e9TINT 100%-30%
WHITE
PMS White RGB 255/255/255CMYK 0/0/0/0HEX #ffffff
NAVY
PMS 302 CRGB 0/58/93CMYK 100/74/40/32HEX #003a5d
SUNSHINE
PMS 135 CRGB 255/198/86CMYK 0/24/76/0HEX #ffc656TINT 100%-20%
GRACIOUS BLUE
PMS 7691 CRGB 0/96/152CMYK 100/62/18/2HEX #006098TINT 100%-20%
MINT
PMS 7478 C RGB 152/226/191CMYK 38/0/33/0HEX #98e2bfTINT 100%-20%
GRAY
PMS Cool Gray 11 CRGB 85/86/90CMYK 65/57/52/29HEX #55565aTINT 100%-10%
Photography
34
Photography should reflect what it’s like
at Gracious Care, what the client and
loved ones can expect, and have the
ultimate goal of inciting individuals to
contact Gracious Care because they can
relate to the imagery.
All photography should support the
brand values: honesty, affordability,
generosity, faith and dedication.
The images that work best for Gracious
Care have a contemporary style, evoke
compassion and are approachable.
Images should be in color.
PHOTOGRAPHY / STYLE
Religious
Nurturing
Humble
Honest