Kindthread Brand Guidelines

Brand Style Guide

June 2022

Contents 1. Introduction

2. Visual Identity

4. Color Palette

About Kindthread Our Values Our Voice

Primary Logo Primary Logo variations Primary Logo clear space Logo size and positioning Multi-brand lock-up Multi-brand lock-up clear space Primary Logo — Incorrect usage Kindthread in written text Symbol Symbol usage Symbol clear space Symbol — Incorrect usage Symbol Social Media logos

Overview Color breakdowns

3. Typography Primary Typeface Supporting Typeface Communication Fonts Kindthread brand style guide © June 2022

5. Art Direction Overview

6. Examples of best practice Stationery Email Signatures PowerPoint Social Media OOH Advertising

7. Further information

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1. Introduction

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About Kindthread

Kindthread is a modern, digitally-forward, customer-obsessed organization, dedicated to serving healthcare professionals while driving positive community impact.

Our global ecosystem of trusted brands and highly coveted products creates an unprecedented retail experience for healthcare professionals around the world.

The Kindthread portfolio of brands includes Landau, White Cross, Chefwear, and leading industry retailer Scrubs & Beyond.

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About Kindthread

Community Focused

Purpose Driven

Category Defining

Our values of Integrity, Individuality, Curiosity, Empathy and Utility guide our philosophy on how we serve our healthcare professionals, business partners, our communities and each other.

Through advocacy, awareness and action, we are focused on the mental health and well being of healthcare professionals worldwide.

We believe in creating distinct value to the portfolio by providing unique products, services and experiences to our partners and uniting around our progressive approach to the industry.

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About Kindthread

Kindthread weaves us all together.

Creating consistency to how we treat and respect one another, communicate transparently, and unite around our progressive approach to the industry.

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About Kindthread

Is the attitude, warmth, and sentiment of the leaders we aspire to be and the customers we serve.

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About Kindthread

Refers to the common thread that connects our dedication and purpose to the exceptional products, services, and experiences we enable as a company.

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Our Values

Our values guide our philosophy on how we serve our business partners, our communities and each other.

Integrity

Individuality

We act with honest intent and integrity, maintaining a level of informed openness and transparency.

We are an ecosystem of brands, each with its own aesthetic and voice that deserves to be heard. Real innovation happens when the unfamiliar intersect.

Curiosity

Empathy

Utility

Our brands exist in fields where innovation can save lives and bring joy to the world. Progress and discovery happen only by being curious and inquisitive.

Although the products our brands make are born from function, they serve a parallel purpose as tools of non-verbal communication. We care how our work makes others feel.

We aim to create space for our brands to make that which is useful, functional, and helpful. The ultimate utility is facilitating a ‘flow state’ for people deeply engaged in their profession.

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Our Voice

Because we value

Our voice is

Our communication is

We are not

Wellbeing

Meaningful

Supportive, Empathetic, Uplifting, Authentic

Disengaged Convoluted

Community

Welcoming

Positive, Personal, Empathetic, Collaborative

Distant Arrogant

Leadership

Confident

Transparent, Clear, Simple, Proactive

Complex Reactive

Advocacy

Engaged

Impactful, Reliable, Tangible, Inspirational

Passive Generic

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2. Visual Identity

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Primary Logo The Kindthread wordmark should be used in all Kindthread communications and applications.

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Primary Logo variations Both white and black versions of the primary wordmark are allowed.

The black version is to be used on white backgrounds or lighter imagery. Whereas the white version is to be used on darker backgrounds and imagery.

Please ensure legibility is kept to a maximum.

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Primary Logo clear space To preserve the integrity of the logo, it must always be surrounded by a minimum clear space, which is equal to the height of the letter K. The clear space must remain free of any visual element, graphic, or typographic, with the exception of our partner logos (where necessary).

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Logo size and positioning When displayed on its own, our wordmark should be horizontally and vertically centred to the layout.

The wordmark is sized at 40% of the layout width.

When using the wordmark in-conjunction with the symbol, the symbol should be sized at 50% height of the Kindthread logo and centred at the bottom of the layout - allowing for 1/2 the size of the symbol from the edge.

40% width of layout

50% height of Kindthread logo

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Multi-brand lock-up The multi-brand lock-up should only be used for company-wide announcements, where all group brands are referenced, and must be explicitly present.

If in doubt, please use the primary Kindthread wordmark instead.

Do not create any other versions of the multibrand lock-up.

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Multi-brand lock-up clear space To preserve the integrity of the multi-brand lock-up it must always be surrounded by a minimum clear space, which is equal to the height of the letter K. The clear space must remain free of any visual element, graphic, or typographic, with the exception of our partner logos (where necessary).

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Primary Logo — Incorrect usage

Do not scale disproportionately

Do not rotate

Do not use different colors

Do not use effects

Do not use outlines

Do not add textures or imagery into the wordmark

Do not type out the logo

Do not type out the logo

The following are examples of incorrect usage of the Kindthread wordmark.

These also apply to the stacked version.

Kindthread

Don’t position the logo over imagery that make it illegible or hard to read

Kindthread

Do not use in running text

The portfolio of brands includes Landau, White Cross, Chefwear, ...

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Kindthread in running text Never insert or use the Kindthread primary logo within running text. Always type it out.

Ensure Kindthread has a capital ‘K’.

The only time a lower case ‘k’ is used in relation to the brand is when it appears in the logo.

All other uses should be a capital ‘K’. These rules are the same when using either of our brand typefaces, Optima and Circular.

Some examples include:

The Kindthread company At Kindthread, we believe…

Kindthread was founded in 2022

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Symbol The Kindthread symbol is primarily used as our icon for social media profiles, for example, Instagram, Facebook and Twitter.

It can also be used as secondary branding with the logotype. It must not replace the logotype or be used instead of the logotype.

The logotype must always lead and the symbol be used in conjunction.

The symbol should not be positioned next to the Kindthread wordmark, but rather within proximity of it - for example at the bottom of a layout.

For maximum impact and legibility, the symbol must not be less than 15mm in size.

If in doubt, please contact the brand team for additional guidance.

15mm in size: the symbol should not be scaled smaller than this

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Symbol usage Examples of symbol usage.

Please note these are indicative of concept only and not live examples.

kindthread.com

Presentations

Advertising

7373 N. Scottsdale Road, Scottsdale, AZ 85253 t: 480.234.9876 | kindthread.com | kindthread.com Kindthread | Landau | White Cross | Chefwear | Scrubs & Beyond

Gina Fischer 3859 Short Street Austin, TX 78753 25th March 2022 Dear Gina, Kindthread is dedicated to serving and transforming the healthcare apparel industry.

Ucim ipsusam hil maximus animi, omniscia comnihic to vent peror aborum ea dernatquae.

Tinis ene nus magnate nus, alis sum, susam volum volut fuga. Et voluptu rehenih ilibus aligeni as eate volupta turiae. Beatect uribusant, quunt etus a iliquis voluptamendi quia nos et as prepudi con resciissum invellandam, ut apelis esto imos dolo tem velignissunt quidis parcius, solorei untibuscia voloressum expe ommos eost, et duciis dolorem pedictur simpore, is re volorep erspit utate num si doleceaqui ra conserferro tempor sequi aliquas pientiorit aut quam liberem quaspiendit, simolor ehendi omni as utenim ipsandebit vere, vellupt aspelib ustesequasit anim vendent, vit vit, ut ut re aliquat empori nus aut qui tet in nonserum atiur sequam nates escipiendi de peria sunt.

Itatecae, nam fugia doloreh enitioriatem voluptas andaeseque dolestem quatios re, etur sint, ima dolorpossit es con pra dest omnimenis sim quam landuciis venducid eaquame laborerum ut voluptas am, cusame preicte susci ipiciatem sit harum rem harumqui quae optaepe rferferis volorae aperior si acea aceped prate velibus de volendi consendam il evendeliquo ex eaquis sinum etur, int volupienis quae dipic temosam, omniminus et at occum, alique vid que modis de doluptat omnim vit iustio eiur si beaquae netur aut hit etur doluptae dignitatur magnat?

Unde pro ilis molor as am rempore plit alignihit hil ipsum, cone vel ene sequidis earissi occulparum et vidis excepudiciat venima voluptat fuga. Oluptat ureicimi, ilit quam, qui blaboreium eaquiam usamet magnis molupta tecearci con cone od qui dolluptiam, ipsum etur, sam santur moluptatius dolorum latia quo cum audae nos sed eariore pudaectem natempore ium ate id exerunt.

Sincerely,

DAVID MURPHY CEO, Kindthread

Stationery

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Folders or Covers

Website footer

Social media

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Clear space To preserve the integrity of the symbol, it must always be surrounded by a minimum clear space, which is equal to the height and width of the symbol.

The protection space must remain free of any visual element, graphic, or typographic.

Partner logos must not be combined with the symbol.

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Symbol — Incorrect usage

Do not lock-up the symbol with the Kindthread wordmark in any position

The following are examples of incorrect usage of the Kindthread symbol.

The symbol is never to be used instead of the Kindthread logotype. Where required, the symbol must be used in conjunction with the logotype.

Do not scale disproportionately

Do not rotate

Do not use different colors

Do not use effects

Do not use outlines

Do not add textures or imagery into the wordmark

Don’t position the logo over imagery that make it illegible or hard to read

Do not recreate the symbol

kt

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Social Media logos Use the Kindthread symbol for profile icons on social media.

The symbol should be black with a white background, sized to 70% of the profile size and centered horizontally and vertically.

70% size of profile width

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70% size of profile width

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3. Typography

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Primary Typeface Optima Regular is our primary typeface.

It is primarily used in sentence case for headers or titles.

For all communication where Optima is required, please ensure you have the correct typeface. Do not change for a system font or try to replicate with an alternative typeface.

Optima Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Supporting Typeface Circular STD Book and Medium are our supporting typefaces to complement and contrast with our primary typeface, Optima.

Circular STD Medium is used for sub-headings where there is a lot of text, and to highlight pull-out quotes and introductory paragraphs.

Circular STD book is used for body copy.

Primarily Circular STD should be used in sentence case, but on occasion, we can use it in upper case - for example, for employee names on business cards.

Circular STD Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

For all communication where Circular is required, please ensure you have the correct typeface. Do not change for a system font or try to replicate with an alternative typeface.

Circular STD Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Communication Fonts To provide more detailed font usage guidelines across different communication channels, please find a simple and straightforward direction to the right.

Corporate Communication: Presentations, Corporate Stationary & Collateral, Advertising

Optima Regular (Headlines) Circular Std Medium Circular Std Book (Supporting body copy)

Email Body & Email Signatures

Helvetica Bold (For emphasis) Helvetica Regular (For main body copy)

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4. Color Palette

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Overview The primary Kindthread color palette is white and black, with white being the more dominant color.

Black is used as our default text color where applicable. Try to avoid using large areas of solid black.

For a vibrant and optimistic accent, use the supporting color palette. The supporting color palette is ideal for creating emphasis or moments of standout in presentations or for contrast illustrating statistical information such as graphs.

All three supporting colors, where required can be extended to include specific tint values 75% / 50% / 25%.

The tertiary color palette has limited use and should be reserved mainly for adding contrast when illustrating statistical information such as graphs or as backgrounds to support the primary and supporting palettes.

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Color

PRIMARY

These are the color breakdowns for the Kindthread color palette.

WHITE CMYK RGB Hex

SUPPORTING

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C0 M0 Y0 K0 R 255 G 255 B 255 #FFFFFF

CMYK RGB Hex

C0 M0 Y0 K100 R0G0B0 #000000

SOFT BLUE

SUNBURST

BISCUIT YELLOW

CMYK C77 M58 Y0 K0 RGB R 76 G 107 B 190 Hex #4C6BBE

CMYK C0 M26 Y91 K0 RGB R 253 G 194 B 26 Hex #FDC21A

CMYK C10 M13 Y27 K1 RGB R 234 G 220 B 194 Hex #EADCC2

75%

TERTIARY

BLACK

50% 25%

75%

50% 25%

75%

50% 25%

PALE GREY

MID GREY

RICH GREY

CMYK C0 M0 Y0 K10 RGB R 128 G 129 B 131 Hex #EDEDED

CMYK C0 M0 Y0 K30 RGB R 128 G 129 B 131 Hex #C6C6C6

CMYK C0 M0 Y0 K60 RGB R 128 G 129 B 131 Hex #878787

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5. Art Direction

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Art Direction When selecting imagery, it is important the Art Direction for Kindthread is driven by the values of the company: Integrity Individuality Curiosity Empathy Utility Please use this guide as direction for Kindthread’s style of imagery.

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6. Examples of best practice

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Stationery

t: 480.234.9876 | c: 480.456.1928 | kindthread.com

22mm

22mm

The Kindthread wordmark, address and contact details and symbol, should not be moved or recreated.

DAVID MURPHY CEO, Kindthread

7373 N. Scottsdale Road, Scottsdale, AZ 85253 kindthread.com

david.murphy@kindthread.com t: 480.234.9876 | c: 480.456.1928

Landau | White Cross | Chefwear | Scrubs & Beyond

Body copy for all letters should be written using Circular STD Book in 11pt with auto leading.

Should Circular STD Book be unavailable, please swap to Helvetica Regular.

Gina Fischer 3859 Short Street Austin, TX 78753

7373 N. Scottsdale Road, Scottsdale, AZ 85253 kindthread.com Landau | White Cross | Chefwear | Scrubs & Beyond

Business card — front

Business card — reverse

25th March 2022

Letter sign-offs are set in Circular STD Medium in upper case 11pt. Job titles, where required are in Circular STD Book 11pt.

Dear Gina, Ucim ipsusam hil maximus animi, omniscia comnihic to vent peror aborum ea dernatquae.

Tinis ene nus magnate nus, alis sum, susam volum volut fuga. Et voluptu rehenih ilibus aligeni as eate volupta turiae. Beatect uribusant, quunt etus a iliquis voluptamendi quia nos et as prepudi con resciissum invellandam, ut apelis esto imos dolo tem velignissunt quidis parcius, solorei untibuscia voloressum expe ommos eost, et duciis dolorem pedictur simpore, is re volorep erspit utate num si doleceaqui ra conserferro tempor sequi aliquas pientiorit aut quam liberem quaspiendit, simolor ehendi omni as utenim ipsandebit vere, vellupt aspelib ustesequasit anim vendent, vit vit, ut ut re aliquat empori nus aut qui tet in nonserum atiur sequam nates escipiendi de peria sunt.

Both left and right margins are set at 22mm.

Itatecae, nam fugia doloreh enitioriatem voluptas andaeseque dolestem quatios re, etur sint, ima dolorpossit es con pra dest omnimenis sim quam landuciis venducid eaquame laborerum ut voluptas am, cusame preicte susci ipiciatem sit harum rem harumqui quae optaepe rferferis volorae aperior si acea aceped prate velibus de volendi consendam il evendeliquo ex eaquis sinum etur, int volupienis quae dipic temosam, omniminus et at occum, alique vid que modis de doluptat omnim vit iustio eiur si beaquae netur aut hit etur doluptae dignitatur magnat?

Comp slip

Unde pro ilis molor as am rempore plit alignihit hil ipsum, cone vel ene sequidis earissi occulparum et vidis excepudiciat venima voluptat fuga. Oluptat ureicimi, ilit quam, qui blaboreium eaquiam usamet magnis molupta tecearci con cone od qui dolluptiam, ipsum etur, sam santur moluptatius dolorum latia quo cum audae nos sed eariore pudaectem natempore ium ate id exerunt.

Sincerely,

DAVID MURPHY CEO, Kindthread

Letterhead

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Envelope — reverse

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Email Helvetica Regular at 10pt should be used for the body copy within emails. Where required, for emphasis, italics and bold are allowed.

Email signatures Email signatures are set in Helvetica Regular at 10pt. For emphasis, such as employees names, use Helvetica Bold at 10pt in Upper Case.

If Helvetica is not available, please use arial.

Please allow for a double space and vertical line after each phone number or group brands.

Helvetica Bold 10pt Helvetica Regular 10pt

DAVID MURPHY CEO, Kindthread

X2 standard returns after job title and X1 standard return before the address

X1 standard return

Scottsdale, AZ c: 480.456.1928 | kindthread.com Landau | White Cross | Chefwear | Scrubs & Beyond

A standard return separates lines, for example after the contact details and before group brands.

Email signatures — Reply For replies or forwarding, use the following structure without the Kindthread logo.

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Helvetica Bold 10pt Helvetica Regular 10pt X1 standard return

DAVID MURPHY CEO, Kindthread t: 480.234.9876 | c: 480.456.1928 | kindthread.com

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Email Helvetica Regular at 10pt should be used for the body copy within emails. Where required, for emphasis, italics and bold are allowed.

Email signatures — Long Form Email signatures are set in Helvetica Regular at 10pt. For emphasis, such as employees names, use Helvetica Bold at 10pt in Upper Case.

If Helvetica is not available, please use arial.

Please allow for a double space and vertical line after each phone number or group brands.

Helvetica Bold 10pt Helvetica Regular 10pt

DAVID MURPHY CEO, Kindthread

X2 standard returns after job title and X1 standard return before the address

X1 standard return

7373 N. Scottsdale Road, Scottsdale, AZ 85253 t: 480.234.9876 | c: 480.456.1928 | kindthread.com Landau | White Cross | Chefwear | Scrubs & Beyond

A standard return separates lines, for example after the contact details and before group brands.

Email signatures — Reply For replies or forwarding, use the following structure without the Kindthread logo.

Kindthread brand style guide © June 2022

Helvetica Bold 10pt Helvetica Regular 10pt X1 standard return

DAVID MURPHY CEO, Kindthread t: 480.234.9876 | c: 480.456.1928 | kindthread.com

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Email — Comparison Depending on which email client you are using, here are some examples of how the formatting June appear slightly different.

The top email signature example is formatted using Mail whereas the bottom example is on Outlook. Both were created using an Apple Mac.

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Email — Mobile When replying to emails on a mobile phone, we should use the structure shown here.

Please avoid adding: “Sent from my iPhone” to the bottom of any emails.

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PowerPoint — Creative Presentations For PowerPoint presentations, we should avoid large amounts of text where possible. Engaging and confident short statements are preferred.

Imagery can be used throughout, as full bleed or 1/2 the layout but take care when placing text over the top - ensure maximum legibility at all times. If required, darken the image using a black overlay and changing the transparency to the appropriate value.

Our supporting color palette should be used as an accent and only used occasionally, for example on slide dividers or on graphs and statistics.

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PowerPoint — Headers and Titles (Creative) An example and type size breakdown of a basic PowerPoint slide for creative presentations.

Circular STD Book 16pt

Optima Regular 60pt

Circular STD Book 30pt

Circular STD Book 12pt

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PowerPoint — Business Presentations (Selected Slides) For business PowerPoint presentations, we should aim to follow a similar approach to the creative PowerPoint presentations. We should avoid large amounts of text where possible.

Engaging and confident short statements are preferred.

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PowerPoint — Graphs and Charts When illustrating statistical data and information, keep any graphs and charts as simple as possible.

Our full color palette enables the information to be read easily and clearly. Use color combinations that give the greatest contrast and differentiation. Please avoid adding any additional colors outside of the color palette.

Chart Title

Chart Title

Information, such as statistics and titles should be displayed in Circular STD Book. Choose a font size that is appropriate to the size of your graph and chart, but ensure information can be clearly read and is given enough space.

The graphs and charts shown here are an indication of the look and feel we should be trying to achieve.

Chart Title

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PowerPoint — Headers and Titles (Business) An example and type size breakdown of a basic PowerPoint slide for business focused presentations.

Circular STD Book 16pt Optima Regular 60pt

Circular STD Book 40pt

Circular STD Book 12pt

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PowerPoint — Headers and Titles All headers and titles are based on a PowerPoint or Keynote template setup to a widescreen format (16:9).

Optima Regular 120pt

Presentation Title Section Title Sub-Section Title

Optima Regular 80pt

Headline Statement

These are suggested starting sizes - if necessary adapt as required - but please ensure there is consistency in sizing throughout your presentation from page to page.

Optima Regular 60pt

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Sub-Statement

Circular STD Book 40pt

Body copy

Circular STD Book 30pt

Sub Body copy

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Social Media Please note these are indicative of concept only and not live examples.

Kindthread is dedicated to serving and transforming the healthcare apparel industry.

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OOH Advertising Please note these are indicative of concept only and not live examples.

Kindthread.com

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7. Further information

Please contact: KAREN DUFFY 917.532.3743 karen@wilyfoxx.com

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