Tapestry Eating Disorders Brand Book

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BRAND GUIDE 1

2

WHO WE ARE 4

History

5

Mission

5

Values

WHO WE SERVE 6

Our Clientele

HOW WE LOOK 8

Logo

13 Typography 14

Color Palette

15

Photography Style

HOW WE SOUND 16 Personality 17

Tone of Voice

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Editorial Guidelines

19

Writing Style

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Who We Are

HISTORY Tapestry Eating Disorder Treatment Centers first opened its doors in 2007 with a program designed to provide compassionate, realistic eating disorder treatment in Western North Carolina.

As a registered nurse, Tapestry founder and executive director Tina Nowak started by developing a residential eating disorder program at a distinguished North Carolina hospital. Tina would see patients come in after relapsing into disordered eating, and she asked them why they thought they relapsed. Patients would say the treatment they received was punitive, sterile, too clinical and did not give them the skills needed to maintain recovery after treatment. There was no hands-on learning when it came to meal planning, grocery shopping or food preparation.

These patients’ treatment experience made them feel like they were in a hospital and then were released back into the real world where they would become overwhelmed by the thought of making sustained healthy eating choices.

Tapestry became the missing piece that Tina’s clients needed to succeed. The comforting environment at Tapestry is cultivated to put clients at ease enough to allow themselves to open up and speak freely about their experiences. Based on the belief that recovery from an eating disorder is a right and not a privilege, Tapestry continues to provide effective treatment and education that gives clients the skills they need to achieve recovery that lasts a lifetime.

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Who We Are

MISSION At Tapestry, we believe recovery from an eating disorder is a right and not a privilege. It is our mission to help men and women live well and better their lives. We are passionate about the opportunities that effective treatment can provide, and we advocate for and collaborate with our community to share our passion. We partner with our clients to support them through their recovery and transformation.

VALUES Tapestry Eating Disorder Treatment Centers’ values are dignity, enthusiasm and recovery.

Dignity: We believe in the inherent worth of each person. The clients we treat, the employees we hire and the communities we serve consist of unique individuals who have value and are deserving of respect.

Enthusiasm: Our clients willingly participate in treatment, and we are supportive and passionate about providing therapy.

Recovery: We believe that each client has a right to recovery, and helping others to heal drives everything we do.

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Who We Serve

OUR CLIENTELE Tapestry clientele are children, adolescents and adults with eating disorders, often presenting with co-morbid personality disorders. Some clients come from an inpatient hospital and are stepping down to Tapestry’s residential program.

Tapestry clientele is primarily female; however, the adolescent program is more evenly split between males and females. The Tapestry adult partial hospitalization program serves men and women.

Tapestry clients come from across the southeastern United States.

Most clients are fragile, vulnerable and often feel overwhelmed by the idea of grocery shopping and cooking. The client experiences a warm, nonjudgmental environment at Tapestry.

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How We Look

LOGO The Tapestry logo consists of the icon, wordmark and tagline. The stacked logo is the preferred usage, however the horizontal logo may be used as space allows.

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Icon Where full logo usage is not feasible, the icon may be applied. The Tapestry icon should not be applied in any instances that may be an initial touch point for a potential client. Examples of acceptable icon usage include social media profile pictures, embroidery on shirts or jackets and other promotional items.

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How We Look

Color Variations The full-color logo should always be used on white or light-colored backgrounds for maximum clarity. If the logo is applied to any dark or low-contrast backgrounds, the reversed version should be used. The grayscale version should be used on one-color print applications.

Tapestry

Tapestry

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Premier Program by Pyramid Healthcare

Full-Color Logo

Grayscale Logo

Reversed Logo

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How We Look

Clear Space Requirements Both versions of the Tapestry logo should appear with proper clear space surrounding them to ensure maximum clarity. The clear space measurement is based on 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 “T” in the word “Tapestry.”

No elements should be placed within the clear space of the logo.

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How We Look

Unacceptable Use

Tapestry

Do not change the logo colors

Tapes

t ry

ramid

y

by P gram r Pro

care

lth Hea

Do not change the typeface or layout

Tapestry Premier Program by Pyramid Healthcare

Do not place on a background or photo with insufficient contrast

Tapestry

Tapestry

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Premier Program by Pyramid Healthcare

Do not stretch or distort the logo in any way

Do not add drop shadows or other effects (bevel, emboss, gradient)

ie

Prem

Do not rotate the logo

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How We Look

Minimum Size Requirements To keep legibility top priority, the minimum size of the primary logo for print is 1 inch wide. For digital applications, the minimum size of the primary logo is 125 pixels wide.

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1 in

The horizontal logo may be scaled down to 1.25 inches for print and 150 pixels for digital applications.

1.25 in

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How We Look

TYPOGRAPHY The Tapestry brand typography consists of Advent Pro and Raleway.

The combination of these typefaces in the logo best represents the feel of the brand and should be used across all print and web applications.

Advent Pro Medium

Tapestry

Raleway

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ADVENT PRO BOLD

Advent Pro Bold Caps for headlines, headings and callouts

Advent Pro Medium

Advent Pro Medium for subheadings

Raleway Regular

Raleway Regular for all body text

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How We Look

COLOR PALETTE The brand colors are muted and understated, supporting the brand identity without diverting attention.

PRIMARY COLORS

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NAME

Aubergine

Hibiscus

Hydrangea

HEX

#211646

#E89E6C

#B8DDE1

CMYK

96 | 99 | 38 | 45

7 | 43 | 62 | 0

26 | 2 | 10 | 0

PANTONE

Pantone 275C

Pantone 472C

Pantone 628C

How We Look

PHOTOGRAPHY STYLE The photography style is realistic and candid. Imagery should embody the optimism and hospitality of the Tapestry program, portraying balanced, confident subjects who are representative of Tapestry’s clientele. Outdoor settings should be consistent with North Carolina landscapes, and the general photography style should portray warmth and comfort.

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How We Sound

PERSONALITY The Tapestry team helps clients learn to make healthy, smart and safe choices that support their recovery. Tapestry empowers clients by teaching them skills to be utilized once they leave treatment.

The Tapestry brand is warm and approachable; Tapestry is not cold, overly clinical or institutional. Tapestry environments are relaxing and homelike, fostering a sense of safety to encourage clients to open up, speak freely and fully engage with their treatment.

Tapestry departs from the strictly clinical and often punitive method of eating disorder treatment by considering unique solutions to problems that haven’t been tried before and embracing an independent approach that sets the client up for real-life success after treatment. Tapestry empowers clients, enabling them to feel comfortable and in control.

Each client is treated as a unique individual.

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How We Sound

TONE OF VOICE Tapestry’s tone of voice is uplifting, confident and casual.

Uplifting: Tapestry believes that everyone is capable of and deserving of recovery. The Tapestry voice will be positive, inspirational and supportive.

Confident: Tapestry staff are experts in their field, and communication will relay that expertise and inspire confidence.

Casual: Tapestry is approachable and avoids standoffish, aloof language. Sentence structure should be simple and easy to understand.

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How We Sound

EDITORIAL GUIDELINES Use of the Brand Name

Pronouns

The full brand name is “Tapestry Eating Disorder Treatment Centers of

Use of first-person pronouns (we, our) in branded messaging is

WNC.” The brand may be referred to as “Tapestry” or “Tapestry Eating

acceptable, as it conveys the ideals of being approachable and

Disorder Treatment Centers” but never “TEDTC,” “TEDTCWNC” or

personal. Addressing the audience with second-person pronouns

“Tapestry Centers.”

(you, your) where appropriate further underscores empathy and a personalized approach to treatment.

Tapestry’s, not Tapestrys’ or Tapestries

Style Manual Usage Tapestry Eating Disorder Treatment Centers’, not Tapestry Eating Disorder Treatment Center’s or Tapestry Eating Disorder

For research-based materials such as whitepapers and eBooks,

Treatment Centers’s

Tapestry primarily adheres to the standards established by the American Psychological Association. The references for all

Clients

communications of this type will adhere to APA guidelines. For informal and socially targeted materials such as blogs, Tapestry

Clients of Tapestry will primarily be referred to as “clients” and

primarily adheres to The Associated Press style for titles, syntax,

as “residents” where appropriate, but not as patients or customers.

proper nouns and other non-medical words that are commonly

Language will not use a client’s disorder to define them; “a client with

presented in multiple styles.

anorexia,” not “an anorexic.”

Medical Terms

Topics and Phrases to Avoid Tapestry embraces an “all foods fit” model. Avoid using phrases or

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Tapestry will defer to the Diagnostic and Statistical Manual of Mental

focusing on topics such as “clean eating,” “healthy eating,” organic,

Disorders for spelling and capitalization of medical terms. In most

food content, making qualitative assessments of food content,

instances, disorders are not capitalized.

discouraging or criticizing restaurant dining, “weight gain,” or “mindful eating.”

How We Sound

WRITING STYLE Typographical Emphasis In the body copy of marketing communications, using an italic or bold typeface to emphasize a point is permissible, but most effective when done in moderation. Using underlined typefaces is discouraged, especially on digital mediums. This prevents website users from being

Tapestry’s writing style resonates with potential clients, most often people who frequently feel overwhelmed in their daily lives. Messaging will be targeted at self-referrals for male and female adults suffering from an eating disorder. Messaging will also be targeted at parents of children and adolescents with eating disorders.

confused about words being links, as underlined text commonly

Tapestry’s writing style is personable and from the heart. In branded

denotes a link leading to another webpage.

copy, such as a web page, landing page or brochure, Tapestry’s writing style will be casual, direct and familiar. Messaging will employ active voice and succinct language. Phrasing should be predominantly gender neutral and occasionally feminine, featuring topics of emotional depth and softened language.

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