s d r a d n a t S d n a Br
w e i v r e v O y n a p Com
COMPANY OVERVIEW / VISION
VISION Become the premier Christian treatment facility in the United States, with a focus on always putting client needs ahead of earnings.
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COMPANY OVERVIEW / MISSION
MISSION Gracious 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.
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COMPANY OVERVIEW / VALUES
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.
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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.
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1. Faith 2. Honesty 3. Generosity 4. Dedication 5. Affordability
COMPANY OVERVIEW / PERSONALITY
We are...
humble, faith-based and wholesome
COMPANY OVERVIEW / PERSONALITY
We are...
sincere and family-oriented
COMPANY OVERVIEW / HISTORY
HISTORY Gracious 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.
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SEGMENTATION / CLIENT TO BE TREATED
Meet Morgan Name Age Income Occupation Education Marital Status
Morgan Rice 22 n/a
Unemployed High school graduate Single
Children
0
Location
Broward County, Florida
Values Interests Goals
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
SEGMENTATION / IMMEDIATE CARETAKER
Meet Jaclyn Name Age Income Occupation Education Marital Status
Jaclyn Rice 47 $55,000
Director of Operations Bachelor’s Degree Divorced
Children
1
Location
Broward County, Florida
Values Interests Goals
Dependability, fellowship and religion, friendships Reading, photography, jogging Provide support for Morgan, separate Morgan from her drug using friends, assist Morgan in finding Christ
n o i t a c i n u m m o C
COMMUNICATION / WRITING STYLE
STYLE Not using colloquial expressions
Contractions may be used
Writing from the point of view of the second person Gracious Care Recovery Solutions uses a predominately informal writing style, with a few minor adjustments. The
Addressing the reader with second person pronouns when appropriate
Gracious Care writing style includes the following:
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
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COMMUNICATION / WRITING STYLE
CORRECT
INCORRECT
want to / go away
wanna / buzz off
you’re / he’s
you are / he is
We will teach you the signs and symptoms of relapse to help you make a plan for your recovery.
There are many signs and symptoms of relapse, and learning how to make a plan for recovery is critical.
you, your, yours Street / Intensive Out Patient / Alcoholics Anonymous
St. / IOP / AA
All Gracious Care programs are founded on our belief in Christianity and a higher power.
All Gracious Care programs are founded on the 12-step model.
We understand that staying sober is not easy and we recognize the complex factors that lead to relapse.
Staying sober is hard and there are complex factors that can lead to relapse.
Our skilled and compassionate counselors are here to assist you during every step of your recovery.
We have counselors here to help you.
Extra / If you ask / About / Before
Additional / On request / Regarding / Prior to
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COMMUNICATION / TONE OF VOICE
Our voice is...
compassionate,
COMMUNICATION / TONE OF VOICE
humble and sincere.
y h p a r g o p y T
: g n i l y t s e g a m i r o f e s u Limited Cheddar Jack THIS IS THE GRACIOUS CARE TYPEFACE: GOTHAM BLACK
ALSO: Gotham Light Gotham Book Gotham Medium
TYPOGRAPHY / PALETTE
Limited Use HEADLINE
Cheddar Jack should be used sparingly for special use on images or print headlines. There is no substitute font.
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
SUB-HEADLINE
subheads, callouts and can be used in upper or lowercase. If this typeface is not available, the acceptable substitute font is Tahoma Regular.
Gotham Book should be used for paragraph, body copy in sentence
This is body copy
case. If this typeface is not available, the acceptable substitute font is Tahoma Regular.
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Logo
LOGO / COMPONENTS
GRACIOUS BLUE
The preferred logo is to be presented together in Gracious Blue (PMS 7691) and Sunshine (PMS 715).
SUNSHINE
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LOGO / COLOR VARIATIONS
FULL COLOR
ONE COLOR
GRAYSCALE
Recovery Solutions
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LOGO / COLOR VARIATIONS
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.
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LOGO / CLEAR SPACE
The Gracious Care Recovery Solutions logo should appear with proper clear space around it to ensure maximum
x
x
x
x x
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
1.25” 150 px
than 150 px.
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LOGO / UNACCEPTABLE USE
Do not change logo colors.
Do not change logo fonts.
GRACIOUS CARE
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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.
COLOR / PALETTE
NAVY
SUNSHINE
PMS 302 C RGB 0/58/93 CMYK 100/74/40/32 HEX #003a5d
PMS 135 C RGB 255/198/86 CMYK 0/24/76/0 HEX #ffc656 TINT 100%-20%
GRACIOUS BLUE LIGHT BLUE PMS 278 C RGB 141/184/233 CMYK 42/18/0/0 HEX #8db8e9 TINT 100%-30%
PMS 7691 C RGB 0/96/152 CMYK 100/62/18/2 HEX #006098 TINT 100%-20%
MINT PMS 7478 C RGB 152/226/191 CMYK 38/0/33/0 HEX #98e2bf TINT 100%-20%
WHITE PMS White RGB 255/255/255 CMYK 0/0/0/0 HEX #ffffff
GRAY PMS Cool Gray 11 C RGB 85/86/90 CMYK 65/57/52/29 HEX #55565a TINT 100%-10%
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PHOTOGRAPHY / STYLE
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.
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Religious
Nurturing
Humble
Honest