Medix Brand Guidelines 0224 by Genevieve Vines

BRAND GUIDELINES

BRAND PURPOSE

Empowering every body to embrace balance

Brand Mission

At Medix 5.5, our mission is to provide targeted body-focused skin solutions for every body, everywhere - no matter your skin color, type, or concerns. We are championing a world where skincare focus is not just limited to the face but extends to the entire body. Our body-centric approach encourages simplicity, enabling you to look and feel your best from neck to toe in just three steps.

Brand Vision

Medix 5.5, we envision a future where every body feels confident, cared for, and balanced. We will redefine the body care space with a solutionoriented no-nonsense body routine that allows you to live your most radiant and moisturized life.

Science Behind Beauty

Dermatologist and Allergy tested

Proven Ingredient

Skincare actives From Head to toe

Combining Dual Ingredients to maximize formula efficacy

Healthy Balanced Skin

Bringing skin back into balance

Aging gracefully

For All skin types and bodies

Medix Method

Affordable Luxury

We are the whole package

Able to beat the competition on high active % products

We don’t sacrifice luxurious textures for performance

Voice + tone

We are positively uplifting but also deeply inclusive. We spread optimism and good vibes to individuals of all genders and ages. We want to brighten your day + boost your confidence, regardless of who you are. With us, you'll experience a refreshing burst of positivity that transcends gender and age, working hand in hand with achieving healthy, glowing skin.

The Medix voice is positive, inspiring confidence in our consumers. We are also direct and informative.

We have nothing to hide. As a direct-from-manufacturer brand, our ingredients and formulas are straightforward and perform exactly as they promise. We're here to deliver effective skincare solutions that you can trust, without any hidden agendas. With us, what you see is exactly what you get – results that speak for themselves.

We believe in providing you with clear and concise information about our products and ingredients. Our goal is to empower you to make informed decisions about your skincare. No confusion, no guesswork – to help you choose the best solutions for your skin's needs. With us, you'll always have the knowledge you need to take the best care of your skin.

3-Step Medix Method

Cleanse

Get your skin ready with our cleansing/exfoliating/foaming body wash to remove impurities and prep your skin for treatment.

Treat

Choose a body treatment serum and apply to a targeted area of specific concern on your body.

Seal

Choose a body cream/gel/oil to lock in your serum's potency and rebalance your overall skin barrier to reveal your most radiant body.

PRIMARY

SECONDARY

Promotional messaging

The following messaging suggestions are to be used when promoting the brand on social media. The goal is to target new customers, grow the brand’s existing customer base, and retain loyalists. As a general framework, the brand demographic is: multicultural, 25-45 yearold women with an enthusiasm for skincare, a consciousness of aging skin and pricing, and a willingness to try new products.

Tagline exploration

Medix 5.5 Full Body Care

Medix 5.5 Balanced Skincare

Medix 5.5 Balanced Body

Medix 5.5 Skincare Science

Medix 5.5 Proof in pH

Hashtags

#mymedixmethod

#backtobalance

#everybodybalance

#skincarecommunity

#phpower for stories + captions for social media campaigns

Content style

Headlines appear in sentence case.

Buttons and CTA text appear in sentence case.

Use “+” in place of ampersand (&).

Use punctuation for clarity in headlines.

Medix uses the oxford comma in lists of three or more.

Medix Method is capitalized.

The magic number: 5.5

Your skin's ideal pH level is 5.5. Any disruption in its pH balance can trigger dryness, irritation, and breakouts.

At Medix 5.5, we've developed products meticulously crafted to rebalance your skin's pH equilibrium, keeping it within the optimal range for a robust and resilient skin barrier.

Balanced pH levels lead to skin that's supple and velvety, allowing your body to foster skin cell renewal, unveiling a radiant body glow that exudes health and vitality.

Value over affordability

Medix 5.5 is more than a price tag. It's about effective benefits, quality ingredients, and a valuable experience.

We've shifted from chasing affordable to being accessible. We stand apart from others, emphasizing the uniqueness of our ingredients, formulations, and glowing skin results.

Our focus is on enhancing lives, building trust, and caring for customers' well-being, inside and out.

Brand identity

Medix 5.5 logo

Construction, usage, and clear space

Incorrect logo usage

Color palette

Typography

Medix logo

This is the primary logo that will be used across brand applications. It is essential to the success of the brand that the logo is always applied with care and respect according to these guidelines.

The wordmark-only logo is to be used when space is limited in layout and the stacked lock-up may not fit or be legible at certain sizes.

The logomark by itself should be used only in cases where it is immediately apparent to the audience that the drop stands for Medix 5.5. These situations include social media profile photos or the footer of multi-page documents.

When using the full color stacked lock-up or logomark, the drop should only appear in a corresponding Medix Rainbow color. The reversed versions of our identity may appear on different colored backgrounds from the Medix Rainbow, such as on product bottles. See page 15 for color palette usage.

Stacked lock-up

Logomark

Reversed

Transparent drop

Full color

Black + white

Medix logo

Colors

When using the full color stacked lock-up or logomark, the drop can appear in any corresponding Medix Rainbow color. See page 15 for color palette usage.

Medix logo

Colors

When using the full color stacked lock-up or logomark, the drop can appear in any corresponding Medix Rainbow color. See page 15 for color palette usage.

Construction, usage and clear space

Clear space is the area surrounding the identity. It ensures that the logo stands out in any environment and must stay free of any text or graphic elements.

Minimum clear space around the primary identity should never be less than half the height of the logo (denoted as 0.5x or 1x).

Minimum size ensures clarity and legibility of the logo. The wordmark-only and stacked lock-up should not be reproduced in print smaller than 9/16” wide or less than 50 pixels wide digitally. The logomark should not be reproduced in print smaller than 3/8" wide or less than 30 pixels wide digitally.

Stacked lock-up

Minimum size

Incorrect logo usage

We pride ourselves on brand consistency. When using the Medix logo, adhere to the following rules at all times.

Squeezing, stretching, pulling, and squishing the logo are the most common ways the logo is misused. Generally speaking, do not modify the logo in any way. Do

Color palette

The Medix Rainbow palette is for use on all product packaging and support materials. Using the Medix Rainbow is preferred to evoke the confidence and brightness of our brand. Match colors to Medix bottles when products are displayed. Medix Blue #889DC0 R136 G157 B192 C52 M27 Y0 K1 PMS 652 C

#CDB5A7 R205 G181 B161

C19 M28 Y31 K0 PMS 4575 C

Yellow #EBA700 R235 G167 B0 C0 M29 Y100 K1 PMS 124 C

#E07B44 R224 G123 B68 C0 M57 Y81 K1 PMS 7577 C Purple

Blush #DCA9AE R220 G169 B174 C7 M37 Y11 K0 PMS 501 C Peach #DCA9AE R220 G169 B174 C7 M37 Y11 K0 PMS 2031 C Green

C27 M77 Y29 K1 PMS 7432 C

#9F7B92 R159 G123 B146 C34 M53 Y13 K7

5145 C Teal

2234 C Pink #B55C7E R181 G92 B126

#22A2A8 R34 G162 B168

77 M16 Y35 K0

#A7C186 R167 G193 B134

37 M12 Y58 K0

Beige

Color palette

Base palette

The base Medix palette is calm and balanced. It is to be used primarily in all communicative and information-heavy collateral. The base palette sets the foundation for the Medix Rainbow to shine, so it is best to avoid when products are highlighted.

Medix

Color balance

Full Medix palette

The chart below represents the average percentage of usage for each color in the full brand palette. The Medix Rainbow is dominant, with Medix Blue acting as a bridge between both visual and educational content.

Base Palette 15%

Medix Rainbow 85%

Color balance

Informative content

Brand content intended to communicate or educate the consumer should be led by our base palette to avoid distracting from critical information.

Visual content

General visual content, the core of the brand which shows rather than tells, should tantilize the consumer with bright, appealing visuals. Leading with the Medix Rainbow is always preferred to draw our audience in.

Color balance

Digital content overview

Below is a quick overview of the Medix color palette used in digital applications. The goal is for Medix colors to be used with even variation throughout brand collaterol.

Typography

The fonts for Medix 5.5 are Quiche Sans and Proxima Nova. These fonts should be used on the web and in professionally-produced marketing and sales materials.

Quiche Sans is available through Adobe Fonts. You can find licensing information at https://fonts. adobe.com/fonts/quiche-sans.

Proxima Nova is available through Adobe Fonts. You can find licensing information at https://fonts. adobe.com/fonts/proxima-nova.

Quiche Sans

Proxima Nova

Typography

Primary fonts

Proxima Nova / Semibold / ALL CAPS / 100pt tracking

PROXIMA NOVA IS USED FOR EYEBROWS

Quiche Sans / Medium / Sentence case

Quiche Sans

is used for headlines.

Alternative fonts

Arial / Bold / ALL CAPS / 100pt tracking

arial is used for subheads

Lucida Grande / Regular / Sentence case

Lucida Grande is used for headlines.

Proxima Nova / Bold / Sentence case

Proxima Nova is used for subheads.

Arial / Bold / Sentence case

Arial is used for subheads.

Proxima Nova / Regular / Sentence case

Proxima Nova is used for body copy in paragraph text and bulleted lists.

Arial / Regular / Sentence case

Arial is used for body copy in paragraph text and bulleted lists.

Lucida Grande can be used in place of Quiche Sans, and Arial can be used in place of Proxima Nova in desktop publishing or on-screen applications where the primary fonts aren’t available, such as Microsoft PowerPoint or Word.

Typography

Colors

Color type is prefered for headlines, particularly for visual content and banners, to evoke the confidence and brightness of our brand. Please color match with the Medix Rainbow and match colors to Medix bottles when products are displayed, if possible. See sample layouts below.

Medix Method

The Medix Method is a simple, personalized, 3-step routine for full-body care, head to toe.

Get

Full color buttons and icons should also demonstrate white type with any included text and graphics.

When a full color background is used, type should be in white for ideal contrast and legibility. Inversely, when a white or tan background is used, bold colorful type is preferred.

Medix Method

The Medix Method is a simple, personalized, 3-step routine for full-body care, head to toe.

Typography

Banners

Hyaluronic keeps your skin hydrated.

Typography

Banners

When the background color pulls from the Medix Rainbow, typography in white is prefered for overall legibility.

Typography

Colors

Type in black is reserved only for highly informative content and documentation, set on a white or tan background. See example layout below.

Skincare is a science.

Layout

Graphic and typographic layouts should be neat and orderly. Follow a clean grid whenever possible to break up content. A few isolated elements can be purposefully askew within a single page or view.

Layout

Don'ts

The following examples depict how not to compose graphic layouts and should be avoided to maintain the quality of the brand.

Do not

multiple elements out of aligment, collage-inspired grids

Do not

multiple overlapping elements on one screen, page or view

Do not

combine containers and overlapping elements on one page

Brand photography

Product photography

Packaging

Product photography should be shot in a well-lit studio, in order to capture bold, angular shadows. For brand consistency, products should be shot on colored backdrops that feature the brand's core palette.

Product photography

Packaging — don'ts

The following examples depict how not to shoot product photography and should be avoided to maintain the quality of the brand.

Do not

show product on top of swatch from different item

Do not

pair the product with unrelated ingredients

Do not

use a background that pulls focus from the product

Product photography

Colors

Full bleed Medix Rainbow backgrounds are always preferable to tan, white or neutral.

To maintain a consistent sense of contrast, bright images are best paired with neutral backgrounds, while neutral images are best paired with bright backgrounds.

Product photography

Colors - before + after

Full bleed Medix Rainbow backgrounds are always preferable to tan, white or neutral.

When multiple products are depicted, please pick a single Medix Rainbow color from the packaging to avoid competing colors.

Product photography

Colors - before + after

Full bleed Medix Rainbow backgrounds are always preferable to tan, white or neutral. When multiple products are depicted, please pick a single Medix Rainbow color from the packaging to avoid competing colors.

Product photography

Colors

Monochromatic color blocking and gradients are acceptable with sparing use.

Product photography

Colors — don'ts

The following examples depict how not to shoot product photography and should be avoided to maintain the quality of the brand.

depict product in dark or shadowy environments Do not

Do not

pair product with a Medix Rainbow color which does not match

Do not

pair product with multiple contrasting colors from the Medix Rainbow

use a white background on anything other than e-comm main product photos Do not

Product photography

Texture

Product swipes should be shot in a well-lit studio in order to capture shadows with strong contrast. For brand consistency, shoot on color or neutral swatches from our palette.

As we develop our product photography library, this page will be updated.

Product photography

Texture — don'ts

The following examples depict how not to shoot product photography and should be avoided to maintain the quality of the brand.

Do not

place a swipe on unapproved background colors that are not found in the brand palette

Do not

zoom in on the product being dispensed from container without adequate contrast

Do not

show the swatch in an unsightly fashion

Model photography

When shooting model photography, shoot with the intention to create unique crops of the body and always consider diversity. Consider steady application shots to show a sense of motion in the product swipes. Shoot on background colors found in our core palette with a touch of high contrast to the lighting.

Studio-captured product application should aim to be a mix of short-clip video, motion or GIF format to capture essence of movement, as well as stills to show an array of skin and body types.

Model photography

Don'ts

The following examples depict how not to shoot model photography and should be avoided to maintain the quality of the brand.

Do not

apply product with 1-2 fingers, whole hand is preferable

Do not

use backgrounds outside of the Medix color palette

Do not

use flashy clothing, clothing with logos, or extremely high contrast lighting

Lifestyle photography

When capturing lifestyle photography, consider environments that are not overly staged and have a sense of ‘real life’. Strive for scenes that feel human and authentic. Showcase where our products should be used: the bathroom and home environments. Use a ‘less is more’ approach to how many products appear in frame at once.