ColoradoLiftsBrandKit
OUROBJECTIVE
Createbold,standoutbrandingforCO LIFTSthatconnectsindividualsstatewide tohigh-qualitybehavioralhealthcare.
OURWORLD&INITIATIVE
COLIFTSismorethanjustasystemfor behavioralhealthcare-it’sa human-centeredapproachtobehavioral healthcarethatconnectspeopledirectly tothesupporttheyneedthroughlocal, expertcarecoordinators.Weaimtouplift ColoradoLIFTSasatrusted,people-first systemthatsimplifiesindividualsaccessto behavioralhealthservicesacrossthestate. Byemphasizingpersonalconnection, regionalknowledge,andemotional relevance,weareprioritizingbuildinga brandthat’sclear,compassionate,and drivenbycommunity.
BrandVoice
Mission Statement
OURBRANDMANTRA: Connectingindividualstocare—because everyonedeservesqualityhealthcare.
Connection
Nomatterthesituationyou haveanetworkofpeople lookingoutforyouandall yourcareneeds. TheColoradoLIFTSsystem asawaytosimplifythe processofconnecting individualsdirectlytoan expertintheircarenetwork.
Expertise
LIFT’sreliesonexpertsto offerandprovidethequality careforindividualsno mattertheirinsurance situation. Plus,TheColoradoLIFTS servicesareregulatedby thestateandcreated throughindividuals feedback.
Affordability
Careisavailableand affordable.LIFT’sishereto helpprovidetheservices individualsneednomatter theissueortheinsurance. Theymatterandtheirhealth isLIFT’stoppriority.
BrandVoice
corecharacteristics
OurbrandvoiceisSupportive, Trustworthy,andApproachable.Weare focusedonprovidingqualitycareand servicestheycanrelyon.
Supportive
Werecognizefindingthe rightcarecanfeel overwhelming. That’swhywesoundwarm andunderstandinginour messaging.
Trustworthy
Werelyontheexpertsto offerandprovidethequality carealongwithcare coordinatorsthatareregion specific. Duetothis,wealwayswant ourtonetobereliableand honestprovidinga connectionofcareandtrust.
Approachable
Werecognizefinding behavioralhealthcarecan beadauntingjourney.But wemakethejourneyas seamlessaspossible! Ourvoiceiswelcomingand pleasant.Ensuringour audiencefeelscomfortable engagingwithus.
BrandVoice corecharacteristics
Supportivemeans...
Supportivenessshould beatthecoreof
ColoradoLIFTS’TOV.
Recognizingthat healthcareisapersonal journey,weguide througheverystepwith empathyandcare.
BrandVoice core
characteristics
means...
ColoradoLIFTSprioritizesthe highestqualitycare,usingan affirmingandtrustworthy tonetoupliftthosewetend to.
BrandVoice core
characteristics
Adoptan approachabletone thatreflectsour commitmenttoquality careandempathetic supportforevery concern.
Approachablemeans...
TheCareAdvocate: CollectiveTone ofVoice
Thetypeofpersonwhobelievesthatthe foundationofqualitycarebeginswithgenuine conversations.TheCareAdvocaterepresents anenergyofquietstrengthand compassionatesupport.Theyprioritize creatinganenvironmentwherepeoplefeel safeandheard,wherealltheircareneedscan beexpressedandunderstood.Theirapproach isthoughtful,butneveroverbearing.TheCare Advocatebringsasenseofeasewithallthose individualsthatinteractwiththem.Theyknow thatyourhealthjourneyispersonal,andare heretoguideyouwithwarmth,patience,and unwaveringcommitmenttoqualitycare. There’snostressoruncertainty-just consistentsupportmakingthisprocessfeel likeateameffort.
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Logo
MagnifierIcon:
Peopleinstinctively knowitspurpose, whichhelpspeople getwhattheyneed quickly
Curved“C”for
Thinnerweightfor “Colorado”.Cleanlines giveacontemporary andprofessionalfeel Plussignrepresenting the4BHASOregions
arefriendlier
Rounded,bold “LIFTS” complimentstherounded edgesinboththemagnifier iconandthe“C”
PrimaryLogo
Theprimarylogowillbeusedonthe websitehomepage,packaging, letterheads,presentations,marketing collateral,andadvertising(digitalor print)wherethereisamplespace.
FullyKnocked-Out PrimaryLogo
Black&White
Inadditiontotheprimarylogo,wealso createdafully-knockedoutwhitelogoto beusedwithourprimarycolorpalette.
ExpandedAcronymLogo
Theexpandedacronymlogo,isour secondarylogowhichcanbeusedon “About”pages,emailsignatures,slide decks,andco-brandedmaterialswhere theacronymalonemaynotbeclear.
ExpandedAcronymLogo withlogomark
Theexpandedacronymlogowith logomark,isoursecondarylogowhich canbeusedon“About”pages,email signatures,slidedecks,andco-branded materialswheretheacronymalonemay notbeclear.
Logomark
Thelogomarkwillbeusedforsocial mediaavatars(Instagram,Facebook, TikTok,etc.),apporbrowsericons, websitefavicons,smallpromotional items,footers,andcornerbranding.
BHA+LIFTS
Thislogopairingwillbeusedfor co-brandedcampaigns,including marketingmaterials,events,andsocial initiatives.Thedividingline communicatesequalinvolvementwhile preservingeachbrand’sidentitythrough clearvisualseparation.
LogoDo-Nots
1. DoNotAlterColors:Donotchangethelogo’scolorsoruse unapprovedcolorvariations.
2. DoNotStretchorDistort:Donotstretch,skew,ordistortthe logoinanyway.
3. DoNotRotate:Donotrotatethelogo;itshouldalwaysbe displayedinitsintendedorientation.
4. DoNotPlaceonClashingBackgrounds:Donotplacethe logoonbackgroundswithsimilarcolorsorpatternsthat makeithardtoread.
5. DoNotUseLow-ResolutionImages:Donotusepixelatedor low-resolutionversionsofthelogo.
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Color
PrimaryColor Palette
LogoAccessibility
Thesecolorcombinationsmeet AAaccessibilitystandards.
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TypeKit
HeaderType
ComfortaaBold BodyCopyType
PeridotPEVariableRegular(Primary)
PeridotPEVariableMedium(Secondary)
Comfortaaisintendedforheadlinesandtitles.
PeridotPEVariableshouldbeusedforbodycopy.
B2D236 1A103F
Thequickbrownfoxjumpsoverthelazydog.
Thequickbrownfoxjumpsoverthelazydog.
Thequickbrownfoxjumpsoverthelazydog.
Thequickbrownfoxjumpsoverthelazydog.
TypeAccessibility
Thisisourrecommendedcolor combinationsthatpassdigital accessibilitycheckersforlegibility.
Thequickbrownfoxjumpsoverthelazydog.
1A103F C8BDDC
1A103F B2D236
1A103F F7F8F8
C8BDDC 385729
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BrandAssets
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Patterns / Brand Elements
Hereareadditionalexamplesofbrandelementsand patternsthatcanbeintegratedintothisart direction.Thedarkandlightpurpleworkbestfor layeringtextandensuringaccessibility.
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BrandCollateral
