Gracious Care Recovery | Brand Standards

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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.

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We are honest and model integrity in all of our interactions, both internally and externally.

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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.

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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

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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.

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: 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