Brand Book 2019 by careresource

Brand Book SUMMER 2019

Compassionate. Competent. Committed.

Table of Contents 1.0 Brand Foundation Brand Positioning

P.4

3.0 Brand Id Logo

P.12

5.0 Design & Image Digital Image

Vision & Mission

Typography

Social Image

Personality & Tone

Color

Print Image

Brand Philosophy

P.23

Wear TV & Video

2.0 Brand In Motion Our History

Today & Tomorrow

P.9

4.0 Brand Id 2.0 Brand Id System Photography

P.18

6.0 Voice. Tone. Style. In Our Words

P.32

Closing

Iconography

1.0 Brand Foundation

Brand Positioning Vision & Mission Personality & Tone Brand Philosophy

BRAND FOUNDATION

Brand Positioning

Using an integrated approach, we care for the complete health needs of our diverse populations in Miami-Dade and Broward Counties. We care for all, regardless of ability to pay, gender, age, or legal status by providing state-of-the-art medical, dental, and behavioral care, and an array of comprehensive preventative and social support services.

BRAND FOUNDATION

Vision & Mission

Our Vision: To expand our continuum of health services and care in response to the growing needs of the underserved and hard-to-reach populations of South Florida.

Our Mission: Through education, research, care, treatment, and support services, Care Resource improves upon the health and overall quality of life of our diverse South Florida communities in need.

BRAND FOUNDATION

Personality & Tone

We are compassionate. Treating people, not just symptoms. We are competent. Offering understanding, equality, and dignity. We are committed. Making each opportunity matter. We are trailblazers. Always looking to innovate and improve. We are family. Caring for friends and loved ones.

We are Care Resource. A lifeline for the most vulnerable and in need.

BRAND FOUNDATION

Brand Philosophy

Care Resource will use all available resources, skills and talents to care for those in need regardless of who they are, where they come from, or how they live. We care for people; people who are friends, family, and loved ones, regardless of their ability to pay.

2.0 Brand In Motion

Our History Today & Tomorrow

BRAND IN TRANSITION

Our History Care Resource emerged out of the need to care for the HIV community in 1983. It began with a handful of volunteers and donors. Signature events, such as the White Party and AIDS Walk Miami cemented the CR brand as the health care provider of choice for the LGBTQ community. In 2009, Care Resource became a yǉǁǉɨƃȢȢʰ ĂʍƃȢȈˎǉǁ ǉƃȢɽȃ :ǉȶɽǉɨ (FQHC) expanding its mission to serve all of South Florida’s diverse community.

BRAND IN TRANSITION

Today & Tomorrow 9ǉƺɁȴȈȶǼ ƃ yǉǁǉɨƃȢȢʰ ĂʍƃȢȈˎǉǁ ǉƃȢɽȃ :ǉȶɽǉɨ means that the CR brand must expand its message and image beyond the LGBTQ community. This re-brand requires a shift in resources and focus. CR now has to connect with: • Immigrants with little to no English and fear of deportation. • Hispanics, Haitians, Anglos, African Americans and other nationalities. • Senior citizens, women, babies, pre-teens, teens and young adults. • The LGBTQ community. • The insured, under-insured and uninsured.

3.0 Brand Id

Logo Typography Color

BRAND ID

Logo

DON’T

Minimum Clearance around logo equal to height of the logo’s vertical line

BRAND ID

Typography: Print & Web PRIMARY FONT

Montserrat SEMI BOLD Headline font, always used in upper & lower case. Can be used in caps on key copy points.

MEDIUM, REGULAR & LIGHT Subhead lines and body font. Can be used in caps on key copy points.

AB CDE F G HIJKL MNPQRSTUVWXYZ a bcdefgh ijkl mnopq rstuv wxyz 012 3 4 56789 !@#$%& *( )

ABCDE FGH IJKLMNOPQ RSTUV W X YZ abcdefgh i j k lmnopqrstuvwxyz 0123 4 56789 !@ #$%&*( ) A BCD EFGH I JK LM NO PQ RST UVWXYZ ab cd efgh ijklmnopqrs tuvwxyz 01 2345 6789 ! @#$% &* ( ) ABCD EFGH I JK LMNO PQ RSTUVWXYZ ab cd efgh ijklmnopqrs tuvwxyz 0 1 2345 6789 ! @#$% &* ( )

SECONDARY FONT

Playfair REGULAR Used in accent copy points.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*( )

BOLD Used for drop caps and accents.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*( )

ITALIC Can be used for quotes & testimonials.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*( )

BRAND ID

Typography: Email SECONDARY FONT

PRIMARY FONT

Georgia

Arial A B C D E F G H IJKLM NPQRSTUVW XYZ a b cd efg h ijklmnopqrst uvwxyz 0 1 2 3 4 5 6 7 8 9 ! @#$%&*( )

REGULAR Used in accent copy points.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*( )

REGULAR Body font. Can be used in caps on key copy points.

A B C D E F G H IJKLM NOPQRSTUVW XYZ a b cd e fg h i j kl mnopqr stuvwxyz 0 1 2 3 4 5 6 7 8 9 !@#$%&*( )

ITALIC Can be used for quotes & testimonials.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*( )

ITALIC Body font. Used only as upper and lower case to highlight copy points.

A B C D E F G H IJKLM NOPQRSTUVW XYZ a b cd e fg h i j kl mnopqr stuvwxyz 0 1 2 3 4 5 6 7 8 9 !@#$%&*( )

BOLD Headline font, always used in upper & lower case. Can be used in caps on key copy points.

BRAND ID

Typography: Email Usage For best practices, most of an individual email should be HTML based. What this means is that design and font use is greatly limited because of spam laws and emailing services. Refer to this list of DOs and DONâ&#x20AC;&#x2122;Ts to help you create successful email campaigns.

1) Font usage should be limited to CR approved email fonts. Consistency is key for all brands. 2) Font size should always be in proportion and in

5) Use pre-approved templates to maintain consistency and rapid deployment. 6) Remember mobile users. Like websites, email

context to the design and message itself. Rely

design should work on both desktop and

on your creative team for best use.

smart phones.

3) Never use HTML text over image backgrounds.

7) Rule of thumb. Always use at least 50% of

HTML text over background images causes

content in HTML text format. Emails composed

technical issues.

of images often get labeled as spam.

4) When placing HTML text over a solid color background, always use colors from your email software. Never an image background.

BRAND ID

Colors PRIMARY COLORS

SECONDARY COLORS

ČĀÝěӖ

3145 C

RGB

0 119 139

HEX

00778B

CMYK 100 10 29 20 ČĀÝĜӖ

7625 C

ČĀÝěӖ

COOL GRAY 9

Use shades of gray to create interest

Ą|9

225 82 61

RGB

122 123 126

and separation within areas.

LŤ

LіњїјA

HEX

7A7B7E

CMYK

0 82 80 0

CMYK 30 22 17 57 ČĀÝěӖ

7710 C

RGB

0 167 181

HEX

00A7B5

CMYK 81 0 23 0

Use black for body copy

Make use of white on

and headlines.

backgrounds.

4.0 Brand Id 2.0

Brand Id System Iconography Photography

BRAND SYSTEM

Brand Id System Black & White Use the black and white letterhead for internal letters.

John Johnson 1234 Street Address Miami, FL 33167 (305) 123-4567 11/2/09

Compassionate, Competent, Committed.

Ã Ã ӳA AK :ÝĩÇěť Midtown 3801 Biscayne Blvd. Miami, FL 33137 T: 305.576.1234 F: 305.571.2020 ¸ȈɽɽȢǉ ƃʤƃȶƃ 1901 S.W. 1st Street 3rd Fl. Miami, FL 33135 T: 305.203.5230 F: 305.203.5231 ÃȈƃȴȈ 9ǉƃƺȃ 1680 Michigan Avenue Suite 912 Miami Beach, FL 33139 T: 305.534.0503 T: 305.673.3555 F: 305.538.4090 9ĄÝŚ ĄA :ÝĩÇěť yɁɨɽӸ¸ƃʍǁǉɨǁƃȢǉ 871 West Oakland Park Blvd. Ft Lauderdale, FL 33311 T: 954.567.7141 F: 954.565.5624 ÝƃȟȢƃȶǁ Āƃɨȟ 3160 Powerline Road Oakland Park, FL 33309 www.CareResource.org @CareResourceFL /CareResource #CareResource

Robert Smith 5443 Street Address Miami, FL 33143 Dear Mr. Smith Lorem ipsum dolor sit amet, in euismod pulvinar, integer sed, nam sed imperdiet, rutrum ac ac enim elementum. Porta accusantium donec at ultrices convallis, eget libero vel id leo enim lorem. Nec egestas bibendum nec, magna turpis massa magna nunc. Massa morbi fusce massa felis ac, porta rhoncus, libero neque magna, amet eget vestibulum. Quis donec id lorem mattis explicabo, molestie scelerisque nulla nullam enim dui ipsum, vitae a venenatis arcu ac et ultricies. Interdum consequat, placerat aenean sed consequat, fringilla felis eu sed sed suscipit placerat. Taciti commodo urna adipiscing, magna amet lobortis volutpat convallis volutpat luctus, purus dui pretiu nulla nullam enim m. John Johnson Ut a dui, minim vestibulum litora consectetuer, fringilla fermentum egestas, eros est est volutpat 1234 Street Address mauris eu justo. Luctus vestibulum erat vulputate non, praesent eget duis, a arcu aenean eu, Miami, FL 33167 lorem et ligula sed tristique. A in metus sapien ultrices ac. Quis elit, mi feugiat, amet eget. (305) 123-4567 Itaque in pede parturient ligula, platea ac nunc risus, auctor ante ac pellentesque, molestie 11/2/09 maxime orci maecenas. Vivamus a sed pede eros adipiscing vestibulum, tortor eu consectetuer justo sodales risus ullamcorper, est dis eleifend, in lacinia mauris amet pharetra nec dis, Robert Smith Ã Ã ӳA AK :ÝĩÇěť dignissim fusce ut blandit numquam. Eu metus non aliquam, nibh vel, ipsum mauris lectus 5443 Street Address sapien est mollis amet, in nulla gravida faucibus velit id id. Mauris libero ut proin tristique . Midtown Miami, FL 33143 3801 Biscayne Blvd.

Miami, FL 33137 The adipiscing vestibulum, tortor eu consectetuer justo sodales risus ullamcorper, est dis T: 305.576.1234 eleifend, in lacinia mauris amet pharetra nec dis, dignissim fusce ut blandit numquam. Eu metus Dear Mr. Smith F: 305.571.2020 non aliquam, nibh vel, ipsum mauris lectus sapien est mollis amet, in nulla gravida faucibus velit id id. Mauris libero ut proin tristique ¸ȈɽɽȢǉ ƃʤƃȶƃ Lorem ipsum dolor sit amet, in euismod pulvinar, integer sed, nam sed imperdiet, rutrum ac ac 1901 S.W. 1st Street enim elementum. Porta accusantium donec at ultrices convallis, eget libero vel id leo enim 3rd Fl. Sincerely, lorem. Nec egestas bibendum nec, magna turpis massa magna nunc. Massa morbi fusce massa Miami, FL 33135 felis ac, porta rhoncus, libero neque magna, amet eget vestibulum. Quis donec id lorem mattis T: 305.203.5230 John Johnson F: 305.203.5231 explicabo, molestie scelerisque nulla nullam enim dui ipsum, vitae a venenatis arcu ac et Account Manager ultricies. Interdum consequat, placerat aenean sed consequat, fringilla felis eu sed sed suscipit ÃȈƃȴȈ 9ǉƃƺȃ placerat. Taciti commodo urna adipiscing, magna amet lobortis volutpat convallis volutpat 1680 Michigan Avenue luctus, purus dui pretiu nulla nullam enim m. Suite 912 Miami Beach, FL 33139 T: 305.534.0503 T: 305.673.3555 F: 305.538.4090

9ĄÝŚ ĄA :ÝĩÇěť

Compassionate, Competent, Committed.

yɁɨɽӸ¸ƃʍǁǉɨǁƃȢǉ 871 West Oakland Park Blvd. Ft Lauderdale, FL 33311 T: 954.567.7141 F: 954.565.5624 ÝƃȟȢƃȶǁ Āƃɨȟ 3160 Powerline Road Oakland Park, FL 33309

Ã Ã ӳA AK :ÝĩÇěť

Claire Duleba

Development Associate T: 305.576.1234 Ext. 384 F: 305.571.2020

CDuelba@CareResource.org www.CareResource.org

9ĄÝŚ ĄA :ÝĩÇěť

Midtown ÃȈƃȴȈ 9ǉƃƺȃ 3801 Biscayne Blvd. 1680 Michigan Ave. Miami, FL 33137 Suite 912 T: 305.576.1234 Miami Beach, FL 33139 T: 305.534.0503 ¸ȈɽɽȢǉ ƃʤƃȶƃ T: 305.673.3555 1901 S.W. 1st St. 3rd Fl. Miami, FL 33135 T: 305.203.5230 @CareResourceFL

/CareResource

yɁɨɽӸ¸ƃʍǁǉɨǁƃȢǉ 871 West Oakland Park Blvd. Ft Lauderdale, FL 33311 T: 954.567.7141

www.CareResource.org @CareResourceFL /CareResource #CareResource

Ut a dui, minim vestibulum litora consectetuer, fringilla fermentum egestas, eros est est volutpat mauris eu justo. Luctus vestibulum erat vulputate non, praesent eget duis, a arcu aenean eu, lorem et ligula sed tristique. A in metus sapien ultrices ac. Quis elit, mi feugiat, amet eget. Itaque in pede parturient ligula, platea ac nunc risus, auctor ante ac pellentesque, molestie maxime orci maecenas. Vivamus a sed pede eros adipiscing vestibulum, tortor eu consectetuer justo sodales risus ullamcorper, est dis eleifend, in lacinia mauris amet pharetra nec dis, dignissim fusce ut blandit numquam. Eu metus non aliquam, nibh vel, ipsum mauris lectus sapien est mollis amet, in nulla gravida faucibus velit id id. Mauris libero ut proin tristique . The adipiscing vestibulum, tortor eu consectetuer justo sodales risus ullamcorper, est dis eleifend, in lacinia mauris amet pharetra nec dis, dignissim fusce ut blandit numquam. Eu metus non aliquam, nibh vel, ipsum mauris lectus sapien est mollis amet, in nulla gravida faucibus velit id id. Mauris libero ut proin tristique Sincerely, John Johnson Account Manager

ÝƃȟȢƃȶǁ Āƃɨȟ 3160 Powerline Rd. Oakland Park, FL 33309

#CareResource

Compassionate, Competent, Committed.

Intimate. Natural. Diverse. Real people.

BRAND SYSTEM

Photography

Balance the use of LGBTQ images and other groups to communicate diversity.

Choose images that feel authentic. Whenever possible use real patients, doctors and staff. Remember to think about human connection. Images should personable and representative of the community we serve. For messages when we must convey urgency or more intimate themes, crop images tightly to add interest and drama.

Emphasize one group vs. the other based on hyper-local dynamics.

Avoid pandering or emphasizing differences. Use images that respects all groups.

Use images that are relevant to our patients: convey empathy, personalized, friendly and dignity.

BRAND SYSTEM

Photography

{ɨƃǹˎɽȈ ɰʰȴƹɁȢȈƺ Ɂǹ ČɁʍɽȃ yȢɁɨȈǁƃ ƃȶǁ :ƃɨǉ ĄǉɰɁʍɨƺǉԇɰ AÇ ӝ Čɽɨǉǉɽ ƃɨɽ Ȉɰ ǉȴƹȢǉȴƃɽȈƺ Ɂǹ ČɁʍɽȃ yȢɁɨȈǁƃӗ ȴɁɨǉ ɰɥǉƺȈˎƺƃȢȢʰ ɽȃǉ ȴȈǁɽɁʥȶ ƃɨǉƃӝ ɽ Ȉɰ ƺʍɨɨǉȶɽӗ artistic and edgy. It is also symbolic of Care Resource’s origins, style and personality. Use street art as a graphical element on marketing materials, however be sure to use it only ƃɰ ƃƺƺǉȶɽɰӢ ǼɨƃǹˎɽȈ ƺƃȶ ɧʍȈƺȟȢʰ ɁʤǉɨɥɁʥǉɨ ƃ ȢƃʰɁʍɽӝ

Brand Book SUMMER 2019

ĩɰǉ ǼɨƃǹˎɽȈ ƃɰ ǁǉɰȈǼȶ ƃƺƺǉȶɽɰ ɁȶȢʰӝ

BRAND SYSTEM

Iconography

471%

Percentage of growth of patients served at our centers since 2010.

870,748

Number of people designated as medically underserved in Miami-Dade County

Guide the Eyes Use the line of the logo as a visual element that guides eyes and highlights important information.

Building for the Future Because We Care

471%

Percentage of growth of patients served at our centers since 2010.

5.0 Design & Image

Digital Image Social Image Print Image TV & Video

DESIGN

Digital Image You Deserve To Know FREE HIV TESTING

Make and Impact Create punchy headlines to tell the story. Make sure graphics work on multiple ad sizes..

250 X 250

You Deserve To Know

FREE HIV TESTING

You Deserve To Know 125 X 125

You Deserve To Know

FREE HIV TESTING

468 X 60

She Deserves To Know

FREE HIV TESTING 160 X 600

You Deserve To Know

She Deserves To Know

FREE HIV TESTING

700 X 300

DESIGN

Digital Image Vaccinations Checkups School Supplies Jul. 1 - Sep. 30

Vaccinations Checkups School Supplies Jul. 1 - Sep. 30

250 X 250

A Lighter Side

125 X 125

Vaccinations Checkups School Supplies

Keep design elements and human connection even when the message is lighthearted and fun.

Jul. 1 Sep. 30

468 X 60

Vaccinations Checkups School Supplies Jul. 1 - Sep. 30

We CARE for the future we prepare 160 X 600

Vaccinations Checkups School Supplies

We CARE for the future we prepare

700 X 300

DESIGN

Digital Image Get Tested for HIV

FREE HIV TESTING

Get Tested for HIV

FREE HIV TESTING 250 X 250

Close and Personal

Get Tested for HIV

When the message must convey urgency make use of tightly cropped images. These add interest and drama. Make sure the selected image works with various sizes.

125 X 125

FREE HIV TESTING

468 X 60

Get Tested for HIV

FREE HIV TESTING 160 X 600

FREE HIV TESTING

700 X 300

DESIGN

Free Family Health Fair Saturday, Oct. 26, 2019 Community Action Center

Digital Image

AIDS WALK MIAMI Sunday, April. 28, 2019 Soundscape Park Miami Beach

Your Community Source For HealthCare

FREE Family Health Fair

Get Ready to Walk with Google Maps LIVE Walk Route Map Need directions to the event? How about directions around the event. We have you covered.

AIDS Walk Miami is proud to share the LIVE WALK ROUTE MAP on Google Maps showcasing your thirst -quenching HYDRATION STATION sponsors who are positioned along the Walk

Blood Sugar Testing Blood Presure Screening HIV Testing Flue Shots Diabetes & Prediabetes Screenings

route on Sunday, April 28th in Miami Beach. Please remember to walk safely and responsibly. Police to safely escort our groups of Walk participants through the 5K from start to finish. On your return to the park, enjoy the post walk celebration with Palo Santo - a Miami-born band playing Latin Rock, cumbia, funk and reggae with an original "Tropi-Rock" style and visit with our sponsors and supporters at the various booths surrounding the outdoor amphitheater grounds providing beverages and more.

On Saturday, October 26, from 11 am to 3 pm, Care Resource to host its 4th Annual

ANNOUNCEMENT

United for Care (U4C) Health Fair.

OPENING CEREMONIES 8:30 AM WALK BEGINS 9:00 AM

It is important to remember to check in at registration in the lobby of the New World Symphony Center to receive your participants wristband, turn in donations collected for the Walk and to receive your t-shirt ticket (if you raised more than $50). Outdoor check-in and registration is limited tor those with pets and strollers. Bikes and skates are not allow.

PARKING

Top Teams Of The Week Team Gold, Akerman Llp, Miami Gay Men's Chorus, Care Bears, Clear Health Alliance

Parking is available at the various parking garages located near and adjacent to the New World Symphony center with entrances located on 17th Street and on Pennsylvania Avenue between 17th Street and Lincoln Lane North.

Care Resource Medication Assisted Treatment Getting professional help can

Complementary Health Tests by Care Resource

REGISTRATION OPENS 8:00 AM

Our organizers are working with the Miami Beach

really make a world of difference.

Top Individuals Of The Week Richard Milstein, Peter Andolina, Mike Conway, Paul Lobkovich. Thomas Barker

Street and neighborhood parking is available but please note parking zones in and around the area are limited and are strictly enforced. Please make sure to park legally so you can enjoy the entire morning festivities without care.

ĀɁɰɽ ŚƃȢȟ :ǉȢǉƹɨƃɽȈɁȶә

Enjoy the post walk celebration with Palo Santo, a Miami-born band playing Latin Rock, Cumbia, Funk & Reggae with original “Tropi-Rock” style.

Medication Assisted Treatment (MAT) is the use of medications, in combination with counseling and behavioral therapies, to provide a whole-patient approach to the treatment of substance use disorders. It bridges the biological and behavioral components of addiction and can successfully treat substance use disorders. Getting professional help can really make a world of difference. Care Resource's Licensed Therapists can share ideas to build the

The event is once again returning to the Culmer Community Action

Stay Consistent With Emails

Care Resource’s Groundbreaking Ceremony & Reception Lorem ipsum dolor sit amet, convallis velit sit tristique elit, vestibulum metus, bibendum nulla quam odio sed viverra, lorem quisque vitae gravida non eu dia proin montes euismod venenatis ac nullam ut

Center located on 1600 NW 3rd Avenue in Historic Overtown.

issues faced by our diverse communities.

bibendum nulla quam odio sed viverra, lorem quisque vitae gravida non eu diam,

$3.00 per item purchased goes directly to AIDS Walk Miami.

non-profit organization, Care Resource - in the fight against

U4C provides access to a variety of FREE health and wellness screenings, HIV testing, health care navigation, behavioral health services, spiritual counseling, and more.

Issues of privacy and confidentiality are of the utmost importance and discussed with each client. Our clinicians come from different

to make a future doctor’s appointment to take advantage of a free initial visit with basic labs at a Care Resource medical facility. Each participant will receive exciting prizes and fun giveaway items for their participation. Free food and musical entertainment

supportive psychotherapy for addictions, cognitive behavioral counseling for depression, to assisted relaxation training and guided imagery for pain management or social anxiety. Our therapists come from a variety of different backgrounds and orientations

at Care Resource, or to make an appointment to speak with a

mauris. Eleifend curabitur arcu condimentum.

Make Sure to Be Prepared this Hurricane Season

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Care Resource provides services to members of

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the under-served, LGBT and HIV communities,

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who have historically been marginalized, discrim-

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See what our water stop / hydration station sponsors have in store for you this year in the fight against HIV AIDS in South Florida. Remember to thank each of them on the morning of the Walk as they quench your thirst and help you to reach the finish line.

Macy's South Beach Stop #1 Lincoln & Meridian Avenue

For more information on addiction and treatment options available

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Ac mauris lorem natoque, justo facilisi id sollicitudin tortor, ut donec amet dolor

Č ÝĀ ÇÝŚ

What your Hydration Station Sponsors Want You to Know:

just like our community.

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HIV/AIDS in our South Florida communities.

approaches including clinical social work, marriage and family counseling, and mental health. Styles range from client-centered

Individuals who are uninsured, and need medical care, will be able

licensed clinician, please call us at 305-576-1234. EXT: 315.

Lorem ipsum dolor sit amet, convallis velit sit tristique elit, vestibulum metus,

Shop 4A Cause

Help support South Florida's fight against HIV/AIDS. At our shop, you can purchase unique branded items for yourself and your team.

Funds raised from these sales help benefit our fundraiser and

will be provided.

Keep headers, footers and the use of corporate colors consistent. Make use of the masthead area to quickly tell the consumer what the message is about.

skills a person needs to solve their problems and find meaningful ways to cope. Moreover, they are trained to work with the sensitive

inated against, and stigmatized.

The fashion hub of Miami Beach residents and visitors alike is giving away $10 gift cards. Be the first of 200 to check in at registration in the New World Symphony lobby and receive a $10 Macy's Gift card donated by Macy's South Beach and are valid until May 5th.

J. Crew Stop #2 - Espanola Way & Drexel Avenue J.Crew is an American multi-brand, multi-channel, specialty retailer located on Lincoln Road offers an assortment of women's, men's and children's apparel and accessories. Shop after the Walk with your wristband and get an extra 20% off a $125+ purchase + AIDS Walk Miami receives 10% of NET sales that day. For more information, click here.

Miami-Dade Gay & Lesbian Chamber of Commerce Hydration Station Stop #3 - Washington Avenue & 12th Street The voice of the LGBT businesses & its allies, is proud to support AIDS Walk Miami 2019. We applaud all the participants for their time and financial contributions to this worthy cause. We look forward to personally thank you as you pass our sponsored hydration station on Sunday.

Barter Wynwood Stop #4 - 5th Street Entrance to Lummus Park

U4C UNITED4CARE

yÝ¸¸ÝŚ ĩČ ӕ ¸ ¶K ĩČ ČKK ծ Č ĄK Ā ÝěÝČ ս

Eliminate Hunger And Help The Environment Every time a Community Bag is sold at the Fresco y Mas located at 3401 Northwest 18th

Barter Wynwood is celebrating National Superhero Day with great music, good food and a costume contest for the chance to win $250. Sign up for their super OPEN BAR featuring 2 hours of open bar. Not all superheroes wear capes. Supporting AIDS Walk Miami with a portion of the proceeds. Sign up online now.

Avenue in Miami during the remainder of April, Food for Life Network Food Pantry will receive a $1 donation! Spread the word and help provide nutritious meals to eliminate hunger.

yÝ¸¸ÝŚ ĩČ ӕ ¸ ¶K ĩČ ČKK ծ Č ĄK Ā ÝěÝČ ս yÝ¸¸ÝŚ ĩČ ӕ ¸ ¶K ĩČ ČKK ծ Č ĄK Ā ÝěÝČ ս

Starbucks Stop #5 - 14th Place & Lummus Park Path Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was founded in Seattle, Washington in 1971. As of early 2019, the company operates over 30,000 locations worldwide.

A Giant Thanks To Our Sponsors For Making This All Possible See what our water stop / hydration station sponsors have in store for you this year in the fight against HIV AIDS in South Florida. Remember to thank each of them on the morning of the Walk as they quench your thirst and help you to reach the finish line.

yÝ¸¸ÝŚ ĩČ ӕ ¸ ¶K ĩČ ČKK ծ Č ĄK Ā ÝěÝČ ս

DESIGN

Social Image Click Arrow Use arrow when necessary or as graphic element to balance a page.

DESIGN

Print Image

We Write This Note Because We Care

It’s a simple note, with a simple message: We Care. We care for the young who still have much to see, for those in transition and for those who seek a helping hand. We care for those who feel forgotten, for those who come from afar, and for those who lack the resources to live a healthier life. Care Resource’s Building For The Future Capital Fund will more than double the number of neighbors, friends, and loved ones we can help. It will expand our reach and offer a place that every person can count on, no matter who they are, where they come from, or what they need. We invite you to join Care Resource and help create state-of-the-art health centers for one simple reason: Because You Care. With gratitude,

Building for the Future :ƃɥȈɽƃȢ yʍȶǁӖ

Introducing the new, reimagined Midtown Primary Health Center and Administrative Headquarters

Building for the Future

t the heart of the creation of the Building for the Future

Capital Fund is the reimagining of our Midtown Health Center and Administrative Headquarters. This expansion will transform our existing 22,000 square foot two-story building located at 3510

Because We Care

Biscayne Boulevard, into a new innovative 55,000 square foot, seven-story state-of-the-art community health center. It will permit us to double in three years the number of individuals we serve to 21,400 and will add a new

pediatrics unit in addition to medical, dental and an array of comprehensive preventive and social support services to address the holistic needs of children, ƃǁɁȢǉɰƺǉȶɽɰ ƃȶǁ ƃǁʍȢɽɰӝ yɁɨ ɽȃǉ ˎɨɰɽ ɽȈȴǉ Ɂʍɨ yɁɁǁ yɁɨ ¸Ȉǹǉ ÇǉɽʥɁɨȟԇɰ yɁɁǁ Pantry and Nutritional Center will be directly accessible to our patients.

“The future we’re building is one of innovation and state-of-the-art healthcare at its best. Each individual is treated as a whole person with a continuum of care that is unparalleled. We invite you to join us on our journey to rebuild our Midtown Primary Health Center & Administrative Headquarters and increase services to those most in need in our community.” ĄȈƺȟ ČȈƺȢƃɨȈӗ Ã9 ӗ :ȃȈǉǹ ÝɥǉɨƃɽȈȶǼ Ýǹˎƺǉɨ

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Our family Caring for yours

MIAMI-DADE COUNTY Midtown 3801 Biscayne Blvd. Miami, FL 33137 T: 305.576.1234 Little Havana 1901 S.W. 1st St. 3rd Fl. Miami, FL 33135 T: 305.203.5230

Miami Beach 1680 Michigan Ave. Suite 912 Miami Beach, FL 33139 T: 305.534.0503 T: 305.673.3555

BROWARD COUNTY

Fort-Lauderdale 871 West Oakland Park Blvd. Ft Lauderdale, FL 33311 T: 954.567.7141

Oakland Park 3160 Powerline Rd. Oakland Park, FL 33309

@CareResourceFL

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#CareResource

WWW.CARERESOURCE.ORG

Corporate Print Ad

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Wear Use t-shirts aligned with approved brand colors. It may ƹǉ ǁȈǹˎƺʍȢɽ ɽɁ ˎȶǁ exact match. Do your best.

PANTONE 3145C

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PANTONE COOL GRAY 9

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TV & Video

6.0 Voice. Tone. Style.

Word Cloud In Our Words Closing

VOICE. TONE. STYLE.

In Our Words Use these phrases -or variations of them- on websites, social media posts and on print.

Show passion with our words. Never forget that we are making a human connection. Example:

1. Compassionate, Competent, Committed.

We care for the young who still have much to see, for those in transition and for those who seek a helping hand. We care for those who feel forgotten, for those who come from afar, and for those who lack the resources to live a healthier life.

2. We put the Care in Care Resource. 3. Building for the future because we care. 4. We are the lifeline for those in need and the most vulnerable. 5. A family of doctors and nurses caring for friends and loved ones. 6. Your communityâ&#x20AC;&#x2122;s source for health care. 7. Community health centers. 8. We invite you to join Care Resource. 9. Food Pantry.

Care Resourceâ&#x20AC;&#x2122;s Building For The Future Capital Fund will more than double the number of neighbors, friends, and loved ones we can help. It will expand our reach and offer a place that every person can count on, no matter who they are, where they come from, or what they need. We invite you to join Care Resource and help create state-of-the-art health centers for one simple reason: Because You Care.

VOICE. TONE. STYLE.

In Our Words DO 1.

Do use the word CENTERS to describe our locations.

DON’T 1.

Don’t use the words such as AGENCY and FACILITY.

2. Do use the words FOOD PANTRY for Food for Life.

2. Don’t use the word FOOD BANK for Food for Life.

3. Do use COMPLIMENTARY or AT NO COST.

3. Don’t use the word FREE, whenever possible.

4. Do use THOSE IN NEED, UNDERINSURED,

4. Don’t use negative words, such as SICK, ILL, or the

UNDERSERVED, and VULNERABLE when describing

like when describing a patient or who CR serves.

a patient or who CR serves. 5. Do use connotations to family, for example: Family of doctors 6. Do use the these words in the correct order: Compassionate, Competent, Committed.

VOICE. TONE. STYLE.

Closing Our journey started with a simple vision-friends helping friends. The challenge was unknown, scary, and certainly larger than ourselves. Nearly four decades later, Care Resource continues its mission; to reach the most vulnerable, to care for anyone who is hurting, and to bring hope to everyone in need. A lot has changed. We have increased resources, we have widened the diversity of people we serve, and we have grown in technology. Yet, in many ways nothing has changed. CR continues to be led by Board Members, Staff and Physicians that have faced and overcome similar health challenges. We continue to love our neighbors, and we are still committed to making a positive impact with health programs designed for our diverse local communitiesâ&#x20AC;&#x201C;for both the insured and uninsured. We invite you to join this mindset, to see a stranger as family, and to offer care as an undeniable right for all those who need it.

Thank You

We put the Care in Care Resource 38