High Moon Studio - Jennifer Hanway

JENNIFER HANWAY

Brand Guidelines

BY HIGH MOON STUDIO

2021 V1.0

JENNIFER HANWAY

BRAND GUIDELINES

2021 V1.0

When It Comes To Branding, Consistency Is Key. These Brand Guidelines Offer A Comprehensive Set Of ‘Rules’ To Help You Truly Bring Your Brand To Life In A Way That Maintains Both Its Quality And Integrity.

BY HIGH MOON STUDIO

PAGE 02

JENNIFER HANWAY

BRAND GUIDELINES

2021 V1.0

Contents

BY HIGH MOON STUDIO

1.0

BRAND STRATEGY

PAGE 04

2.0

CREATIVE DIRECTION

PAGE 15

3.0

LOGO

PAGE 21

4.0

COLOR PALETTE

PAGE 29

5.0

TYPE SUITE

PAGE 32

6.0

BRAND IMAGERY

PAGE 39

7.0

APPLICATION

PAGE 42

JENNIFER HANWAY

1.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Brand Strategy 1.1

OVERALL BRAND STORY

PAGE 05

1.2

BEHIND THE BUSINESS

PAGE 06

1.3

BUSINESS TAGLINES

PAGE 07

1.4

IDEAL CUSTOMER AVATAR

PAGE 08

1.5

UNIQUE VALUE PROPOSITION

PAGE 09

1.6

PAIN POINT & SOLUTION

PAGE 10

1.7

BRAND PERSONALITY

PAGE 11

1.8

BRAND FEELING

PAGE 12

1.9

IMPORTANT BRAND KEYWORDS

PAGE 13

1.10

BRAND CHARACTERISTICS

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JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.1

OVERALL BRAND STORY

BY HIGH MOON STUDIO

2021 V1.0

The Upper EastSide Scientist PAGE 05

JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.2

2021 V1.0

Behind The Business KEY POINTS

•

•

•

•

Cuts through wellness bullshit to provide science-backed solutions for high-achieving women. y the end of 2021 she’ll have 5 online B programs (some will be courses & some will be online coaching programs).

High-end ticket and ultimate ideal client (to gain more): private coaching clients (three options for pricing).

She also has a corporate wellness workshop that includes: nutrition, wellbeing & performance & productivity workshops.

Jennifer is passionate about cutting through the wellness bullshit and providing science-based, evidence-backed information and solutions for high-achieving women. She is a Board Certified Holistic Nutritionist who offers high-level private coaching and two online programs.

Her private coaching program: Designed to uncover health concerns on a cellular level, then addresses them through custom nutrition, fitness, and well-being strategies. This service is for individuals who are struggling with a number of different health concerns or have a number of unresolved symptoms who want to work closely with Jennifer to resolve their health puzzle through testing, personalized programs and unparalleled support and accountability.

By the end of 2021, she’ll have 5 online programs: •

Lean and Clean (already a developed program; and moving to Kajabi soon): An 8-Week Online Group Coaching Program for Weight loss: This program focuses as an 8-week online group coaching weight loss program for those struggling with finding food freedom and loving the body they’re in.

•

28-Day Gut Healing Online Program (Launching Q2) This program focuses on a diet-plan based on gut healing protocols to help Jennifer’s clients heal long-standing issues and improve their wellness.

•

14-Day Detox online program (Launching next month)

•

Beautiful Skin from Within online program (Launching Q3/Q4)

•

Thriving Through Menopause (Launching Q3/Q4) Corporate Wellness Workshop (not a high priority for branding): is for remote workers and corporate companies (Mostly insurance & finance companies) focused on their employees’ wellbeing & productivity the workshop covers: Nutrition, wellbeing & performance productivity.

She is also a wellness writer, professional speaker, & Nutritionist for Dr. Julie Russak’s clinic ( NYC).

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.3

2021 V1.0

Jennifer Hanway, A Board Certified Holistic Nutritionist BUSINESS TAGLINES

Helping High-Achieving Women Create Optimum Health Uncover Your Health Concerns On A Cellular Level Science Based & Evidence Backed

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.4

2021 V1.0

Ideal Customer Avatar KEY POINTS

• •

•

Women who are struggling from fatigue, hormonal imbalances, & weight gain.

High-achieving, high-net worth & intelligent women (most likely in their mid-30s to mid-50s) for her private coaching.

Women in their mid-20s to mid-30s who have dabbled in detox diets and juice cleanses but aren’t seeing real results – targeted for her online programs.

BY HIGH MOON STUDIO

ICA 1: Female, mid-30’s through to mid-50’s. High achieving, high-net worth, intelligent, and understands the science behind Jennifer’s recommendations. She is someone who understands her lifestyle so she can achieve optimum results. She would choose Jennifer’s ‘Private Coaching’ service because cost wouldn’t be an issue.

She also could have a personal trainer or peloton (or both), and frequents boutique fitness studios such as, Tracy Anderson and LEK Fit. May have a private chef, PA, etc.

Outward appearance is important to her but is chic, not flashy. Has probably had botox/fillers/cosmetic dentistry, but the work is subtle. Lives on the Upper East Side or LA. ICA 2: Female, mid-20’s to mid-’30s. Has dabbled in detox diets, juice cleanses, etc. but understands that Social Media influencers may not give the best advice. May go to fitness studios such as, Soul Cycle and SLT. Will probably choose online programs, but may choose private coaching.

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JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.5

2021 V1.0

UNIQUE VALUE PROPOSITION

Jennifer understands her clients on a deep level, since she has also struggled with her gut health to the point of hospitalization. She has deep empathy for her clients and the toll that an unhealthy lifestyle can take. Through Jennifer’s targeted nutrition and wellness programs, she seeks to improve her clients’ health so they feel strong, confident, and energized to show up in the world as the best versions of themselves. What sets Jennifer apart is her age, experience, and education which is backed by science. On top of that, She has worked with high-end, high-networth celebrity clients for over 14 years including the British Royal Family, Hollywood A-Listers, and even rap stars.

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.6

2021 V1.0

Pain Point & Solution How to lose weight (for real) & improve gut health.

SOLUTION

Through Jennifer’s science-backed information, she dives deep into her clients unique biology with a personalized plan including suggested lab work, meal plans, supplements, and lifestyle strategies for her clients on a cellular level—not the latest thing that is on Poosh or Goop.

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.7

2021 V1.0

Brand Personality Her brand would be someone who, if you met them at a party, you will feel a little intimidated as they were chic, classy, and understated. But when you ended up in the restroom together they would tell you your skirt was tucked into your underwear and you would realize how warm and trustworthy they are!

KEY POINTS

•

Elevated

•

Science-based

•

Upper-East side vibes

•

Modern

•

Clean

•

Calm

•

Minimal

•

High-end fashion edge

•

Trustworthy

•

•

Educated

Sprinkled with British humor

BY HIGH MOON STUDIO

Her brand is expert and is clean. It is not casual or warm—although it is trustworthy. Because of Jennifer’s education and her insight into the science of nutrition (and each of her clients personal body) her brand has to reflect being trustworthy. It has to reflect being timeless, educated, with an air of refinement, Vogue Italia, & being high-end.

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JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.8

2021 V1.0

Brand Feeling KEY POINTS

HOW DO THEIR CUSTOMERS LIKE TO FEEL?

•

Expert

•

High-end

Jennifer’s clients will feel like they are in the hands of an expert who will get them the results they need and help them achieve their health and wellness goals. She wants them to feel ready for life, so they can show up as their best selves and continue their high-achieving lifestyles.

•

Timeless

•

Clean

•

Chic

•

Website goal feeling: this is the exact solution they’ve been looking for

BY HIGH MOON STUDIO

She wants it to be clean, expert, and timeless. She doesn’t want it to be limited to the 2021 must-have brand colors and typefaces.

Overarching goal for her clients to feel when they come to her website: This is exactly the solution they’ve been looking for. This is exactly the person they’ve been looking for. They don’t have to look any further because this is the person they’re going to be spending their money with because she’s going to get results.

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JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.9

2021 V1.0

Important Brand Keywords EXPERT

UPPER-EAST SIDE CLASS

TRUSTWORTHY

CLEAN

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.10

2021 V1.0

Brand Characteristics

BY HIGH MOON STUDIO

MASCULINE

FEMININE

NEUTRAL

COLORFUL

MINIMALIST

MAXIMALIST

SERIOUS

FUN

PROFESSIONAL

CASUAL

MODERN

CLASSIC

EDGY

ELEGANT

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JENNIFER HANWAY

2.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Creative Direction

2.1

CREATIVE RATIONALE

PAGE 16

2.2

MOODBOARD

PAGE 17

2.3

CREATIVE EXECUTION

PAGE 18

2.4

GENERAL COLOR PALETTE VISION

PAGE 19

2.5

GENERAL TYPE SUITE VISION

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JENNIFER HANWAY

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.1

CREATIVE RATIONALE

2021 V1.0

The New Yorker This concept is inspired by your New York client. She’s constantly on the go, but wants to focus on her health and wellness goals. You could call her a green juice connoisseur – her goal is to find the best place in the city. She has a trainer at Equinox, but also dabbles in boutique fitness classes like SLT and Soulcycle on the side. Her favorite thing to do is to try new restaurants, especially ones with new and creative menus.

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.2

2021 V1.0

MOODBOARD

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.3

2021 V1.0

Creative Execution

BY HIGH MOON STUDIO

STROKES & LINES

B&W PHOTOGRAPHY

GOLD ACCENTS

We will use strokes and lines throughout the brand and website.

We will use a mix of traditional and black & white photography to add a high-end & fashion-forward feeling.

Gold elements like jewelry, props and foil printed brand collateral will add a touch of modern luxury to the brand.

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JENNIFER HANWAY

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.4

2021 V1.0

General Color Palette Vision

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.5

2021 V1.0

General Type Suite Vision

BY HIGH MOON STUDIO

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JENNIFER HANWAY

3.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Logo

3.1

PRIMARY LOGO

PAGE 22

3.1

SECONDARY LOGO

PAGE 23

3.2

BRAND MARK

PAGE 24

3.4

SUB-BRAND LOGOS

PAGE 25

3.5

COLOR & LEGIBILITY

PAGE 26

3.6

CLEAR SPACE

PAGE 27

3.7

LOGO MISUSE

PAGE 28

3.8

FILE FORMATS

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JENNIFER HANWAY

BRAND GUIDELINES

3.0 LOGO

3.1

2021 V1.0

Primary Logo This is the primary logo which should be used in the first instance. The logo must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

LOGO ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

LOGO ON DARK BACKGROUND

LOGO ON PHOTOGRAPHY

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JENNIFER HANWAY

BRAND GUIDELINES

3.0 LOGO

3.2

2021 V1.0

Secondary Logo This is the secondary logo.

The logo must be resized proportionately, never stretched.

It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

LOGO ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

LOGO ON DARK BACKGROUND

LOGO ON PHOTOGRAPHY

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JENNIFER HANWAY

BRAND GUIDELINES

3.0 LOGO

3.3

2021 V1.0

Brand Mark This is the brand mark. The mark must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

MARK ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

MARK ON DARK BACKGROUND

MARK ON PHOTOGRAPHY

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JENNIFER HANWAY

BRAND GUIDELINES

3.0 LOGO

3.4

2021 V1.0

SUB-BRAND LOGOS

Here are the sub-brand logos. They must be resized proportionately, never stretched.

They can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

3.0 LOGO

3.5

2021 V1.0

Color & Legibility This is a quick guide as to what color combinations work well for legibility when it comes to your brand assets, and in this particular case your logo.

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

3.0 LOGO

3.6

2021 V1.0

Clear Space Clear space is the area surrounding your logos and brand mark that must be kept free of any text or graphic elements. By leaving space around the logo, you make sure it stands out on all your communications. The minimum clear space is 50% of the height of the entire logo/mark.

It is sometimes necessary to increase and decrease the logo depending on the print area. Always keep in proportion. Always ensure the text is legible.

50% OF LOGO HEIGHT

50% OF LOGO HEIGHT

50% OF LOGO HEIGHT

50% OF LOGO HEIGHT

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

3.0 LOGO

3.7

2021 V1.0

Logo Misuse Any changes to our logo diminish its integrity and the equity of our brand. The examples shown here are some specific “do nots” for your logo.

BY HIGH MOON STUDIO

DO NOT ADD ELEMENTS OR SHADOWS TO THE LOGO

DO NOT ALTER THE LOGO’S SHAPE IN ANYWAY

DO NOT ROTATE THE LOGO

DO NOT OUTLINE THE LOGO

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JENNIFER HANWAY

BRAND GUIDELINES

3.0 LOGO

3.8

2021 V1.0

File Formats Here is a general rule of thumb with regards to file formats and which file types you will need for different purposes.

PURPOSE/ USAGE

FOR PRINT

AI

FILE CHARACTERISTICS

PDF

EPS

SVG

SCALABLE + EDITABLE

AI

BY HIGH MOON STUDIO

FOR WEB

PDF

PNG

JPG

UNIVERSAL

EPS

SVG

PDF

TRANSPARENT

PNG

JPG

AI

PDF

EPS

SVG

PNG

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JENNIFER HANWAY

4.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Color Palette

4.1

BRAND COLORS

PAGE 31

4.2

COLOR TINTS

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JENNIFER HANWAY

BRAND GUIDELINES

4.0 COLOR PALETTE

4.1

2021 V1.0

Brand Colors Your brand is underpinned with a color palette designed to speak to being the expert, UpperEast side class, trustworthy and clean. Different combinations of these colors can dramatically change the tone and appearance of your brand so it is important to consider how they work together.

Keeping color consistent is a vital element to your branding to help achieve greater brand recognition.

PRINT

ASH

OLIVE

LEAF

ALMOND

MINT

CREAM

WHITE

CMYK 72 | 66 | 66 | 76

CMYK 59 | 50 | 100 | 41

CMYK 49 | 46 | 72 | 21

CMYK 40 | 47 | 62 | 12

CMYK 27 | 23 | 34 | 0

CMYK 4 | 4 | 10 | 0

CMYK 0|0|0|0

RGB 30 | 30 | 29

RGB 82 | 80 | 1

RGB 121 | 110 | 79

RGB 146 | 121 | 97

RGB 189 | 183 | 165

RGB 242 | 239 | 226

RGB 255 | 255 | 255

HEX #1E1E1D

HEX #525001

HEX #796E4F

HEX #927961

HEX #BDB7A5

HEX #F2EFE2

HEX #FFFFFF

Use the optimized CMYK values for print.

WEB Use the RGB values or HEX codes for web.

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

4.0 COLOR PALETTE

4.2

2021 V1.0

100%

80%

60%

COLOR TINTS

40%

20%

If there is an occasion when you need to create contrast without adding extra colors, you can use incremental tints. Your tints are to be applied in increments of 20%.

From 80%, 60%, 40% and 20%.

Avoid using any other tints.

BY HIGH MOON STUDIO

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JENNIFER HANWAY

5.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

TYPE Suite

5.1

TITLE TYPEFACE

PAGE 34

5.2

SUBHEAD TYPEFACE

PAGE 35

5.3

BODY TYPEFACE

PAGE 36

5.4

USE OF TYPOGRAPHY

PAGE 37

5.5

TYPOGRAPHY TERMS

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JENNIFER HANWAY

BRAND GUIDELINES

5.0 TYPE SUITE

5.1

Title Typeface

ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç

FreightBig Pro Book is your title typeface.

Typography is a key element in your brand.

It works to maintain consistency, create clarity and provide equity to your brand.

It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Use FreightBig Pro Book in title case for titles and pull quotes. You can use FreightBig Pro Light Italics in title case to highlight/emphasize certain words.

BY HIGH MOON STUDIO

2021 V1.0

Aa PAGE 34

JENNIFER HANWAY

BRAND GUIDELINES

5.0 TYPE SUITE

5.2

Subhead Typeface Proxima Nova Semibold is your subhead typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Proxima Nova Semibold should be written in uppercase letters and can be used for subheads, links and CTAs.

BY HIGH MOON STUDIO

2021 V1.0

ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç

Aa PAGE 35

JENNIFER HANWAY

BRAND GUIDELINES

5.0 TYPE SUITE

5.3

Body Typeface

ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç

Acumin Pro Regular is your body typeface.

Typography is a key element in your brand.

It works to maintain consistency, create clarity and provide equity to your brand.

It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Use Acumin Pro Regular in sentence case for body copy.

BY HIGH MOON STUDIO

2021 V1.0

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JENNIFER HANWAY

BRAND GUIDELINES

5.0 TYPE SUITE

5.4

USE OF TYPOGRAPHY

2021 V1.0

Title TYPEFACE LOREM IPSUM SUBHEAD. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation

One of the most important techniques for effectively communicating content is the use of typographic hierarchy. Typographic hierarchy is a system for organizing type that establishes an order of importance allowing the reader to easily find what they are looking for. It is important to maintain these type pairings to allow for clarity and consistency.

BY HIGH MOON STUDIO

ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

CTA BUTTON

TITLES & PULL QUOTES

SUBHEADS & CTA BUTTONS

BODY COPY & CAPTIONS

FreightBig Pro Book in title case is to be used for titles and pull quotes. FreightBig Pro Light Italics can be used to highlight/ emphasize certain words – use in title case.

Proxima Nova Semibold in uppercase is to be used for all buttons and CTAs.

Acumin Pro Regular is to be used for body copy and captions, and when a more delicate font is required. Use in sentence case.

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JENNIFER HANWAY

BRAND GUIDELINES

5.0 TYPE SUITE

5.5

TYPOGRAPHY TERMS

This is sentence case

2021 V1.0

This Is Title Case

THIS IS UPPERCASE

For reference here is an overview of the typography terms you will find most useful when styling your brand type suite.

BY HIGH MOON STUDIO

SENTENCE CASE

TITLE CASE

UPPERCASE

The first letter of the first word in a sentence is capitalized.

The first letter of each word is capitalized.

Every character is capitalized.

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JENNIFER HANWAY

BRAND GUIDELINES

2021 V1.0

Uncover Your Health Concerns On A Cellular Level

BY HIGH MOON STUDIO

PAGE 39

JENNIFER HANWAY

6.0

BRAND GUIDELINES

Brand Imagery

6.1

BY HIGH MOON STUDIO

2021 V1.0

PHOTO & VIDEO DIRECTION

PAGE 41

JENNIFER HANWAY

BRAND GUIDELINES

6.0 BRAND IMAGERY

6.1

2021 V1.0

Photo & Video Direction Your brand photography must embody the brand through connection with the brand keywords. All imagery should speak to being the expert, Upper-East side class, trustworthy and clean

BY HIGH MOON STUDIO

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JENNIFER HANWAY

7.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Application

7.1

WEBSITE ON DESKTOP

PAGE 43

7.2

WEBSITE ON MOBILE

PAGE 44

7.3

SOCIAL MEDIA

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JENNIFER HANWAY

BRAND GUIDELINES

7.0 APPLICATION

7.2

2021 V1.0

WEBSITE ON DESKTOP

This is an example of how our branding would be best applied on your website to maintain a consistent look-and-feel.

BY HIGH MOON STUDIO

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JENNIFER HANWAY

BRAND GUIDELINES

7.0 APPLICATION

7.2

2021 V1.0

WEBSITE ON MOBILE

This is an example of how our branding would be best applied on mobile to maintain a consistent look-and-feel.

BY HIGH MOON STUDIO

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JENNIFER HANWAY

7.0 APPLICATION

INSTAGRAM FEED LAYOUT

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

JENNIFER HANWAY

BRAND GUIDELINES

7.0 APPLICATION

7.3

BY HIGH MOON STUDIO

2021 V1.0

INSTAGRAM POST CAROUSEL

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JENNIFER HANWAY

@HIGHMOONSTUDIO HIGHMOON-STUDIO.COM HELLO@HIGHMOON-STUDIO.COM

BRAND GUIDELINES

2021 V1.0