ACHIEVE Behavioral Healthcare Brand Standards

Page 1

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.

9


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

14


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

16


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

20


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.

25


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

28


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.

29


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




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