BRAND STANDARDS
TABLE OF CONTENTS
4
COMPANY OVERVIEW
5 VISION
7 MISSION 9 VALUES
11 PERSONALITY 14 HISTORY
15 SEGMENTATION 16 17
CLIENT TO BE TREATED
IMMEDIATE CARETAKER
18 COMMUNICATION 19
20
Prepared by:
TONE OF VOICE WRITING STYLE
| October 2015
23
COLOR PALETTE
24 TYPOGRAPHY 25 PRIMARY
26 LOGO 27 COMPONENTS 28
COLOR VARIATIONS
31
UNACCEPTABLE USE
30
CLEAR SPACE
32 PHOTOGRAPHY 33
PHOTOGRAPHY STYLE
VISION 4
COMPANY OVERVIEW / VISION
Become the most accessible continuing care treatment facility in the United States, with a
focus on always putting recovery before profit.
5
MISSION 6
COMPANY OVERVIEW / MISSION
ACHIEVE Behavioral Healthcare, a continuing care
treatment facility founded upon the 12-step model,
works tirelessly to assist clients in overcoming drug and alcohol addiction with the intent of molding individuals into productive members of society.
7
VALUES 8
COMPANY OVERVIEW / VALUES
Faith is the foundation of all of our programs. We will
exhibit enthusiasm in all communications. Everything we do is based on the compassion and concern we have for
our clients. We strive to provide a supportive and nurturing environment in all of our actions. We are honorable and model integrity in all of our communications. We are
steadfast in holding our clients and staff to the highest levels of accountability. We are transparent in all of our business
1. FAITH 2. ENTHUSIASM 3. COMPASSION
5. INTEGRITY 6. ACCOUNTABILITY 7. TRANSPARENCY
4. SUPPORT
operations, program offerings and client expectations.
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PERSONALITY 10
COMPANY OVERVIEW / PERSONALITY
WE ARE
YOUNG, MASCULINE AND DETERMINED 11
COMPANY OVERVIEW / PERSONALITY
WE ARE
TRUSTED AND ETHICAL 12
HISTORY 13
COMPANY OVERVIEW / HISTORY
65% REMAIN SOBER Following 18 months of research, Founder and CEO Budge Jamison combined the best practices found within the US addiction
treatment industry to create the ACHIEVE Behavioral Healthcare unique six point treatment program – The ACHIEVE Treatment Model®. ACHIEVE Behavioral Healthcare began operations in
September of 2014 offering gender-specific treatment to clients
85% COMPLETE THE PROGRAM
recovering from alcohol and drug addictions. ACHIEVE Behavioral Healthcare received Joint Commission accreditation within five months and has admitted 190 clients since opening.
90% of clients HAVE SECURED JOBS PRIOR TO ENTERING THE ACHIEVE STEP-DOWN INTENSIVE OUTPATIENT PROGRAM
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SEGMENTATION 15
SEGMENTATION / CLIENT TO BE TREATED
Name
Cody Smith
Age
21
Income
0
Occupation Education Marital Status
Unemployed High school drop out Single
Children
0
Location
Palm Beach County, FL
Values
Freedom, individuality
Interests Goals
Video games, hanging out with friends Create a sober lifestyle, reconnect with family,
eliminate relationships with harmful drug-using friends, find gainful employment
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SEGMENTATION / IMMEDIATE CARETAKER
Name Age Income Occupation Education Marital Status
Jan Smith 45 $50,000 Youth Programs Coordinator Associate’s Degree Married
Children
2
Location
Palm Beach County, FL
Values Interests Goals
Dependability, family, order Scrapbooking, spending time with family Provide support for Cody, repair the relationship
between Cody and her husband, ensure Cody is a productive member of society
COMMUNICATION 18
COMMUNICATION / TONE OF VOICE
OUR VOICE IS
FEARLESS, DELIBERATE AND HUMBLE
COMMUNICATION / WRITING STYLE
STYLE Not using colloquial expressions
Contractions may be used
Writing from the point of view of the second person
ACHIEVE Behavioral Healthcare uses a
Addressing the reader with second person pronouns when appropriate
predominately informal writing style, with a few minor adjustments. The ACHIEVE writing style includes the following:
Not using abbreviations or abbreviated words
Using short and simple sentences whenever possible
Demonstrating empathy for reader at every opportunity
Using everyday English
Always using all caps for the ACHIEVE name
Always use “loved ones” instead of “family” in all communications
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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 (IOP) / Alcoholics Anonymous
St. / IOP / AA
ACHIEVE believes in the disease concept of addiction.
ACHIEVE’s continuing care and treatment philosophy is based upon the bio-psychological model of substance abuse treatment, which is also known as the disease concept in addiction treatment.
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.
Extra / If you ask / About / Before
Additional / On request / Regarding / Prior to
ACHIEVE Behavioral Healthcare is Joint Commission accredited.
Achieve Behavioral Healthcare is Joint Commission accredited.
ACHIEVE exhibits integrity in all of our interactions with clients, loved ones and staff.
ACHIEVE exhibits integrity in all of our interactions with clients, family and staff
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COLOR PALETTE 22
COLOR / PALETTE
PRIMARY COLORS
SUNSET ORANGE PMS 166 C RGB 231/83/0 CMYK 4/82/100/0 HEX #e75300
WHITE PMS White RGB 255/255/255 CMYK 0/0/0/0 HEX #ffffff
ACCENT COLORS
STONE GRAY
GRAY
YELLOW
PMS 432 C RGB 51/62/72 CMYK 78/64/53/44 HEX #333e48
PMS 430 C RGB 125/134/140 CMYK 54/41/38/4 HEX #7d868c
PMS 1375 C RGB 255/158/22 CMYK 0/45/96/0 HEX #ff9e16
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TYPOGRAPHY 24
TYPOGRAPHY / PRIMARY
HEADLINE Sub-Headline
Langdon should be used for headline text in all uppercase. If this typeface is not available, the
acceptable substitute font is Impact in uppercase.
Oxygen Bold 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 Arial Bold.
Oxygen Regular should be used for paragraph, body
This is body copy
copy in sentence case. If this typeface is not available, the acceptable substitute font is Arial Regular.
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LOGO 26
LOGO / COMPONETS
STONE GRAY The preferred logotype is to be presented
together in Stone Gray (PMS 432 C) and Sunset Orange (PMS 166 C).
The logotype is Langdon uppercase. The
symbol (icon) may be used without “Behavioral Healthcare” when size and space dictate.
SUNSET ORANGE
Never attempt to recreate the logo – always use the artwork provided and adhere to the usage guidelines.
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LOGO / COLOR VARIATIONS
FULL COLOR
ONE COLOR
GRAYSCALE
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LOGO / COLOR VARIATIONS
The full color ACHIEVE Behavioral Healthcare 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 ACHIEVE Behavioral Healthcare logo legible.
The one color ACHIEVE Behavioral Healthcare logo
should be used on dark backgrounds or photos. The
gray scale ACHIEVE Behavioral Healthcare logo should be used for one color print materials.
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LOGO / CLEAR SPACE
The ACHIEVE Behavioral Healthcare 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
x
x
x
x x
x
x x x
minimum clear space, use the inner width of the
x
opening of the “A” in ACHIEVE (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 ACHIEVE Behavioral Healthcare logo for print or web may be necessary. In such cases, legibility
should always be your top priority. The minimum size of the full ACHIEVE Behavioral Healthcare
logo for print should be 1.25 inches (150 px). The
minimum size for web should be no smaller than
1.25”
150 px
.33”
32 px
32 px (.33 inches).
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LOGO / UNACCEPTABLE USE
Do not change logo colors.
Do not change logo fonts.
Behavioral Healthcare
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 32
PHOTOGRAPHY / STYLE
Photography should reflect what it’s like at ACHIEVE, what the client and loved ones can expect, and have the ultimate goal of inciting individuals to contact ACHIEVE because they can relate to the imagery.
All photography should support the brand
values: faith, enthusiasm, compassion, support, integrity, accountability and transparency.
The images that work best for ACHIEVE have a modern style and show males that evoke compassion, and are relatable. Images can either be in color or black and white. Use
high quality images, involving a professional photographer whenever possible.
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PRIDE
CONTRIBUTION
PRODUCTIVITY