Brand Standards
Wellness
Counseling Center - FORT L AUDERDALE -
Company Overview Vision Mission Values Personality History
Vision To provide addiction treatment to adults on America’s East Coast that aims to end chronic relapse by building true independence.
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Mission Wellness Counseling Center aims to restore the dignity of those suffering from chronic addiction relapse by removing the enabling behaviors that condone destructive actions and instead provide love and guidance that ends addiction, saves lives and puts families back together.
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Values
1. Honesty 2. Accountability
We are genuine and exhibit integrity in everything we do. Our clients and staff are held accountable for their actions. We are committed to our clients and will do whatever it takes to help them succeed. Our actions are based on compassion and concern. Building rapport with clients and families is critical to recovery.
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3. Commitment 4. Compassion 5. Relationships
We are
Family-Oriented
We are
Resilient
History In September of 1999, Wellness Counseling Center founder Miriam Barkley entered addiction treatment for the last time. Miriam attempted recovery numerous times between ages 12 and 35, but this final 13 months of treatment proved life changing. Miriam then enrolled in nursing school, where her passion for helping others led to graduating at the top of her class. Eventually, the loss of her son to addiction and suicide compelled Miriam to develop a sober living house, which has grown into the Wellness Counseling Center. The center, located in Fort Lauderdale, Florida, provides the next phase of recovery for those suffering from dual diagnosis and chronic relapse—transitioning from a 30- or 45-day residential program to this intensive outpatient addiction treatment program.
The loss of her son to addiction and suicide compelled Miriam to develop a sober living house.
The Wellness Counseling Center is an intimate program that serves up to 15 adults at a time, helping them to build a support group, find employment and deal with family and legal issues. Wellness Counseling Center staff combines old-fashioned treatment modalities with tough love to change lives.
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Segmentation Client to Be Treated Immediate Caretaker
Client to Be Treated Name Age Income Occupation Education Marital Status
Rachel Carrol 22 n/a Unemployed High school graduate Single
Children
0
Location
Okeechobee, Florida
Values Interests Goals
Fun, empowerment Going to the beach, barhopping with friends Create a sober lifestyle and not relapse again, reconnect with old friends and family, find a job
Immediate Caretaker Name Age Income Occupation Education Marital Status
Lynn Carrol 42 $65,000 Director of Annual Giving for area college Bachelor’s degree Divorced
Children
1
Location
Okeechobee, Florida
Values Interests Goals
Dependability, fellowship and religion, friendships Book club, running Provide support for Rachel, ensure she stays clean, is a productive member of society, starts college
Communication Writing Style Tone of Voice
Writing Style The goal of all communication is to present Wellness
STYLE Not using colloquial expressions
Writing from the point of view of the second person
Counseling Center’s desire to assist those in need. Exhibiting a down-to-earth style gives potential clients and their loved ones a sense of acceptance. Communications are sincere, not condescending. Potential clients need a voice that is responsive
Addressing the reader with second-person pronouns when appropriate
Not using abbreviations or abbreviated words
and offers care and understanding. Using short and simple sentences whenever possible Entering treatment can be scary for those with substance abuse issues and their loved ones, whether it’s their first time or last attempt at a sober lifestyle. The Wellness Counseling Center staff are relatable and
Demonstrating empathy for the reader at every opportunity
humble, as most have entered treatment in the past and understand how it feels to walk through those doors. Their humbleness is comforting without enabling.
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Using everyday English
CORRECT
INCORRECT
want to / go away
wanna / buzz off
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
Wellness Counseling Center is committed to individualized addiction treatment.
All Wellness Counseling Center programs are founded on the 12-step model.
At Wellness Counseling Center, our therapists are here 24/7 to help you with any issue that you may encounter during your recovery. Our treatment and continuing-care programs are customized based on your unique recovery needs.
Wellness Counseling Center believes that recovery is the sole responsibility of the client, and while we provide treatment options it’s up to the client to determine their own success.
stay / about / before
remain / regarding / prior to
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Our voice is
Down-to-Earth, Sincere and Humble
Visual Identity Typography Color Palette Logo Logo Use
This Is the Wellness Typeface: Walbaum
Featuring: TeX Gyre Adventor & Arvo
Headline Sub-Headline
Walbaum should be used for headline text in title case. If this typeface is not available, the acceptable substitute font is Arial Bold.
TeX Gyre Adventor Regular should be used for subheads and can be used in title case or caps or small caps. If this typeface is not available, the acceptable substitute font is Arial Regular.
Arvo Regular should be used for paragraph and
This is body copy
body copy in sentence case. If this typeface is not available, the acceptable substitute font is Palatino Linotype Regular.
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Color
SUNLIT WAVE
The preferred logo is to be presented together in Sunlit Wave (PMS 7467) and Wellness Blue (PMS 7469).
Wellness
Counseling Center - FORT L AUDERDALE -
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WELLNESS BLUE
CLEAR HORIZON
WELLNESS BLUE
PMS 310 C RGB 103/207/227 CMYK 53/0/11/0 HEX #67cfe3 TINT 100%-20%
PMS 7469 C RGB 0/94/133 CMYK 100/58/30/10 HEX #005e85 TINT 100%-20%
SUNLIT WAVE
MORNING SUNRISE PMS 7597 C RGB 215/64/34 CMYK 10/89/100/2 HEX #d74022 TINT 100%-30%
PMS 7467 C RGB 0/161/175 CMYK 100/6/36/0 HEX #00a1af TINT 100%-20%
SANDY SHORES PMS 480 C RGB 202/168/145 CMYK 21/34/42/0 HEX #caa891 TINT 100%-20%
WHITE PMS White RGB 255/255/255 CMYK 0/0/0/0 HEX #ffffff
DEEP SEA PMS 7463 C RGB 0/43/73 CMYK 100/80/43/46 HEX #002b49
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FULL COLOR
Wellness
Counseling Center - FORT L AUDERDALE -
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ONE COLOR
GRAYSCALE
Wellness
Wellness
Counseling Center - FORT L AUDERDALE -
Counseling Center - FORT L AUDERDALE -
The Wellness Counseling Center 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. No
1/6 OF WIDTH
Clear Space
Wellness
Counseling Center - FORT L AUDERDALE -
Wellness
Counseling Center - FORT L AUDERDALE -
1/8 OF HEIGHT
elements should be placed within the clear space of the logo.
In exceptional circumstances, smaller sizes of the Wellness Counseling Center logo for print or web may be necessary. In such cases, legibility should always be your top priority. The minimum size of the full Wellness Counseling Center logo for print should be 1 inch. The minimum size for web should be no smaller than 120 px.
Wellness
Counseling Center - FORT L AUDERDALE -
1� 120 px
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Logo Use
Wellness
Counseling Center - FORT L AUDERDALE -
The full-color Wellness Counseling Center 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 Wellness Counseling Center logo should be used on dark backgrounds or photos. The grayscale Wellness logo should be used for one-color print materials.
Wellness
Counseling Center - FORT L AUDERDALE -
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Do not change logo colors.
Do not change logo fonts.
WELLNESS
COUNSELING CENTER
Fort Lauderdale
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.
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Photography Defining Styles
Style Photography should reflect what it’s like at Wellness, what the client and loved ones can expect and have the ultimate goal of inciting individuals to contact Wellness Counseling Center because they can relate to the imagery. All photography should support the brand values: honesty, accountability, commitment, compassion and relationships. The images that work best for Wellness Counseling Center have a contemporary style, evoke compassion and are approachable. Images should be in color or have selective color.
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Honesty and Accountability
Commitment
Compassion
Relationships
Wellness
Counseling Center - FORT L AUDERDALE -