BRAND MESSAGING GUIDE
Authored and designed for Holself by zö agency
The best journeys answer questions that at the beginning you didn’t think to ask. We know this because we’ve experienced it, and it’s this experience that birthed the Holself brand.
For years now, leading companies have been transforming the wellness industry by revolutionizing cryotherapy in health, wellness and fitness environments across the country. As they’ve been faithfully bringing cryotherapy to the masses, we’ve observed firsthand that the way alternative wellness services are being provided could be done better. An elevated experience is possible, but nobody’s doing it.
With this in mind we’ve created the first luxury wellness lounge that’s designed to help our guests and members grow into the healthiest versions of themselves. We do this by not only curating and providing the best alternative wellness therapies on the market - we do it by guiding our customers through the process of viewing wellness, well-being and habits, differently. Nobody gets fit by going to the gym intermittently. They ascend to peak physical fitness through daily practice and habit. In the same way, Holself is not just a place people go to for occasional wellness services. It’s a way of living - a way of being. A transcendence into the best version of oneself by daily tending to the needs of their whole self.
One of the most pernicious lies in the marketing and advertising world is the idea that greater reach equals greater impact. It’s not true. Companies with abundant resources may have the ability to cultivate connections with every audience in their market, but for those of us who are working to steward the resources we have - we need to narrow our focus. Brands that exist for their people and consistently prove it through word and action, are the brands that win. Influence is a direct result of investment - of your time, your energy, and your interest in others. If you try to be all things to all people, you’ll be nothing to most of them.
The luxury patron is someone who has a refined taste and values things that are considered best-in-their-class. They use their wealth and influence to help support and elevate artists, creators and businesses that embody high-end quality and luxury. They have the discretionary resources to be able to invest in an original piece of fine art or booking a table at the city’s most exclusive restaurant. In essence, they’re willing to devote resources to the things they see value in, and value for them is always determined by the quality and exclusivity of the product or service in question.
Although some luxury patrons may come from wealthy families, there are also those who have worked hard to amass their fortunes and thus enjoy the benefits of a luxurious lifestyle. This person demands only the best, but also knows that the key to enjoying life’s finer things is discretion. Vanity is also a very big deal for them, and it undeniably influences their purchasing decisions. These individuals know that looking and feeling their best makes them both happier and more confident, which in turn helps them enjoy continued success in both their professional and personal lives.
When it comes to luxury, there’s a general consensus that quality is key. Many high-end consumers are willing to pay top dollar for products and services that will make them feel better, look better, and perform better. They know luxurious experiences can offer many benefits that go beyond simply pampering. From organic meals to fitness regimens, they’re willing to invest in lifestyles defined by looking and feeling their absolute best. Additionally, when it comes to quality, these people are looking for more than just state of the art equipment and technology - they’re looking for world-class experiences. The kind where the level of service is exceptional and the focus isn’t just on functional gains won from effort, but on the cultivation of community among those who have meaningful values and convictions in common.
• How others see them
• How they look
• How they feel
• Others to value their time and presence
• Care about being the first or only to own something
• Age: 35-55 years old
• Gender: Female
• Annual Household Income: $150k-$200k
• Marital Status: Married
• Education Level: College
• Purchasing behavior: Wellness products, gym memberships, organic foods, travel, fine dining
WHO WE EXIST FOR
What may be one of the most unique aspects of this audience segment is that they all grew up online and have been active on social media for much of their lives. They don’t have an era of their life that was previous to these technologies. Because of this, the way they interact with the world is by constantly sharing their daily experiences with those who follow them online. Whether it’s a photo of brunch “for the gram” or livestreaming their experience with a brand in the moment it’s happening - our social patrons have very amplified voices, and they can easily help or harm how the public views our brand. This is good for us to know, as it keeps us mindful of how attentive we must be to every person who enters our spaces, and how we must lead with empathy in every single interaction.
Discretion and exclusion may not matter as much to this segment of our brand community, but they do value the ambiance and environment that discretion and exclusion produce. They value their health and wellness to a degree where they’re willing to invest in it, and even if that means spending a significant portion of their monthly income on wellness services.
When it comes down to it, these people are just looking for a genuine experience. They care about their health and they intentionally practice mindful living. These motivators shape their worldview and determine the brands they buy from and the brands they don’t. Although they often skew young, this consumer is loyal to brands who share their ideals and are causal in nature. They’re conscious of how their dollars are connected to global issues, and they believe in only buying from companies that are helping advance collective good in the world.
• Will budget for wellness even if it’s a significant percentage of their income
• They share their experiences online, so brand image and presence is everything
• Mindfulness
• Clean, sustainable products and services
• Holistic, comprehensive approaches to wellness
• They appreciate companies who welcome ongoing customer engagement and the sharing of positive experiences and constructive criticism–both in physical spaces and online.
• Age: 25-35 years old
• Gender: Male or Female
• Annual Household Income: $50k-$100k
• Marital Status: Single
• Education Level: High School or College
• Purchasing behavior: Eating out, coffee and tea shops, boutiques, sustainable products, gym memberships, organic foods
The mindful patrons in our brand community are a unique group of people. Some of them may have formerly been part of our luxury patron or social patron audience segments - some have not. No matter their history with the Holself brand, time has shifted their priorities, and the things that draw them to us now are different than the things that use to draw them to us.
What we know to be true of these people is that they share much in common with our luxury patron. High-end experiences, exclusivity and dedicated attention are high on their list. The clear differences however are due to the season of life they’re in. Vanity is almost a non-factor. Aging, however, is something they think of daily–as they are at a point in their life where it constantly demands their attention. It affects their bodies and it affects their outlook on life. These people have lived more of their lives than our other two audience segments, so they’ve developed certain ailments that they’re trying to treat. They have more consistent aches and pains than our other audiences segments do, so they come to us to feel better, be more comfortable, increase their energy, and enhance their ability to be more active in the hobbies and social activities that they love.
Although much of their decision-making is influenced by aging and its effect on their quality of life, they’re also motivated to make decisions that have their loved ones in mind. Whether it’s children, partners or close friends, they recognize that those who love them want them to be as well as possible - and this mindfulness is also at the center of how they make decisions. Whether they’re seeking services that target known issues or they just want to feel goodthey tend to be quite specific with what it is they’re looking for.
• Luxury services that help them feel good
• Anti-inflammatory treatments
• Help treating aches and pains
• Helpful, empathetic guidance
• They value discretion because they feel vulnerable
• Age: 55-75 years old
• Gender: Male or Female
• Annual Household Income: $100k-$150k
• Marital Status: Married
• Education Level: High School or College
• Purchasing behavior: Wellness products, vitamins, organic foods, travel, fine dining
About a century ago, consumer decision-making was almost solely inspired by how a product met a clear functional need. Over time, the factors that influence choice have evolved in phases. From what a product does for us to how it makes us feel, these factors are many. Since the birth of the internet and the emergence of social media, however, we now have access to more information than we know what to do with. In response, identity is now shaping choice more than ever in our history. People make decisions now–product or not–to affirm or defend what they believe to be true about themselves or who they want to be. Because of this, brands need to have purposes driving their existence beyond just profitability. If we truly want to operate with influence, we must earn it through purpose. In the words of Philip Kotler: “Be a cause, not just a business. Have a higher mission.”*
*Philip Kotler is a renowned author and professor emeritus at the Kellogg School of Management at Northwestern University
We envision a world where people take ownership of their health and wellness in ways we’ve never seen before. Healthy living is a product of healthy habits and choices, made on a daily basis. By shedding harmful habits and establishing rhythms that give life, we’ll see people, families and communities transform. We see people taking their health into their own hands, as their disillusion with the healthcare industry has shown them that true wellness only comes to those who seek it out for themselves. Our work will have significant impact in these communities because we’ll essentially be a guide for them - helping them navigate the trials and triumph of growing into the healthiest versions of themselves. Like the sherpa guiding the mountaineer to the summit of the tallest peak, we’ll be known for helping our patrons transcend above and beyond whatever heights they deemed too high. In this future reality, we’ll help our people see what true wellness can be.
The vision that we have for ourselves and the people we exist for puts us in tension with widely-accepted cultural norms. We’ll place autonomy for health choices back in the hands of the people. We’ll relieve them of dependencies on pharmaceutically manufactured remedies and remind them of the power of nature. They’ll be planting flags at the tops of mountains they never even thought they could climb.
As conduits to wholeness, we guide our people toward optimal wellness with expertise, empathy and encouragement.
Meaningful mission statements are ones that establish a clear and narrow focus for an organization. Rather than being filled with empty language that makes no promises and provides no direction, our mission statement clarifies what our core commitments are. If our vision paints a picture for where we’re going in the future, our mission statement clearly lays out the steps for how we get there. Our mission statement focuses how we approach our work on a daily basis. It establishes expectations for how we do what we do - because what we do proves what we believe.
We exist to foster a welcoming wellness community and equip our people with the tools necessary to attain true wellness and live into their whole selves. We once heard someone say that if you do not know your why you will not know your way. They were speaking to this idea of purpose. Of having a motivation or conviction that satisfies one’s reason for existence. Clarifying purpose for our brand is vital, because, in the words of Simon Sinek, “people don’t buy what you do, they buy why you do it.”
At Holself, our elevated wellness experience helps our patrons grow into their true, whole selves. Offering highend alternative wellness services with safety and confidence, we assist our patrons in receiving these services with specialized attention that isn’t offered anywhere else. Knowing that the newness of some of these services can spark vulnerability, we act as a refuge of empathy, amity and care. Acting as a companion, we guide our clients through each experience and encourage them to challenge themselves for the sake of their well-being. We promise the experience and health benefits of summiting the highest peak, while only having to endure trial for a moment. True wellness awaits, and we’re in the business of helping people find it.
True wellness awaits.
By focusing on the unique anxieties or motivations that influence our customers’ decision making, we can better identify the causalities behind a consumer decision and how these factors lead a consumer towards their desired outcomes. We call this “progress.” Consumers want to make progress towards their desired outcomes, and we can help them get there by positioning our brand as the best ally for them on the journey.
• Vanity
• Being the best version (beauty and fitness) of themselves
• Social status
• They value relationships
• They value their family
• They value community
• Wellness
• Time
• To look good
• To feel good
• Exclusivity
• Luxury
• Belonging
• Being unique
• To be healthy
• Wasting time
• Not belonging
• Being seen or treated as an outcast
• Health issues
• Money
• Being judged
WE ALL CRAVE
• Health
• Wellness
• Looking good
• Community
• Feeling good
• Good experiences
WE ALL WORRY ABOUT
• Our health
• Safety
• Connection
• Fear of the unknown
• Time
“We’ve curated the best wellness services in the business and brought them under one luxurious roof.”
“Your body is designed to be healthy and fight off illness on its own. Let us help you recapture the natural immunity you were made for.”
“We see that you want to become the healthiest possible version of yourself. We can help you get there.”
• Environmentally conscious
• Open-mindedness
• Idealistic
• Doing good
• Friends
• Trying new things
• To be healthy
• Fitness
• Social status
• Being seen
• Being accepted
• Improving self
• Looking good
• Confidence
FRUSTRATIONS AND WORRIES
• Fear of missing out (FOMO)
• Being judged
• Anxiety
• Acceptance
WE ALL CRAVE
• Health
• Wellness
• Looking good
• Community
• Feeling good
• Good experiences
“We invite you into momentary challenges for the benefit of your whole self.”
WE ALL WORRY ABOUT
• Our health
• Safety
• Connection
• Fear of the unknown
• Time
“In our wellness environments you’ll experience challenge and comfort in tandem. Come experience what true wellness feels like.”
“Don’t miss out on becoming the healthiest possible version of yourself. Here is where your whole self awaits.”
• Steadfast in values/ beliefs
• Resistant to change
• Family
• Vitality
• Wisdom
• Experience
• Health
• Feeling better
• Looking younger
• Feeling younger
• Sharing
• Time
• Health
• Aches and pains
• Money
• Trying new things
• Change
WE ALL CRAVE
• Health
• Wellness
• Looking good
• Community
• Feeling good
• Good experiences
WE ALL WORRY ABOUT
• Our health
• Safety
• Connection
• Fear of the unknown
• Time
“At Holself, we know that some of our services may be new for you. We see your courage, and we’re here to guide you every step of the way.”
“We’re here to help your long-lived life be a well-lived life.”
“Looking and feeling better sometimes comes with its own risks. But the presence of risk is not the absence of safety - we’ve got you.”
Good communication is not decided by how something is said but by how it’s heard. To be able to speak with influence and to inspire action in our people, it requires that our brand speaks with a clear and familiar voice. Clarifying archetypal identity helps us better understand the role our brand plays in the customer journey of our audiences and will clarify the voice through which our brand speaks.
An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.
(Adapted from The Concise Oxford Dictionary of Literary Terms)
“An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.”
Jon Howard-Spink, Planning Director at Mustoe Merriman Levy
The Healer is essentially a conduit toward wholeness. Acting as a catalyst in which nature is the ultimate healer, this archetype does not do the healing but creates the conditions, beliefs and structure for healing to happen. Sensitive and empathic to people’s emotions, the Healer has an intuitive and learned capacity for transforming pain into restoration.
Desiring to restore the experience of wellness, the Healer respects the role of belief and inspiration in effecting an integration of the mind, body, emotions and spirit. The Healer possesses a powerful vision of ease and health, and it focuses on the positive, the complete and the well aspects of the world. Knowing that the potential for wellness is greater than illness the Healer is a beacon of hope.
The Healer is patient with complicated situations but can be impatient with details and mundane tasks. Open to new ideas and new information, the Healer is an excellent communicator and is committed to continuous learning and experience. Driven by a passion to heal conflict, the Healer works on many levels to facilitate, allow and channel the necessary energy to bring about change in any system - large or small, macro or micro, collective or individual, spiritual or physical, other or self.
Has an intuitive and learned capacity for transforming pain into restoration.
We see a need for a more holistic and elevated approach to health and wellness and we aim to provide it.
Does not do the healing but creates the conditions, beliefs and structure for healing to happen.
We create spaces where people can live into the pinnacle of their health and wellness potential.
Possesses a powerful vision of ease and health.
We imagine a world of limitless possibilities, where access to a higher level of beauty, health and wellness exists.
Focuses on the positive, the complete and the well aspects of the world.
Our alternative wellness therapies are in a realm all their own, as we offer the best of the best.
Works on many levels to facilitate, allow and channel the necessary energy to bring about change in any system.
We recognize that each individual is at a different level of health and wellness and our commitment is to meet them where they are.
Examples: Band-Aid, Alcoholics Anonymous, The Mayo Clinic and Wall-E
The Alchemist is a change agent. Skilled at converting one kind of matter into another and interpreting symbols, the alchemist can turn negatives into positives, muck into miracles and fear into courage.
Sharing qualities with the Magician and Scientist, the Alchemist is differentiated by the acts of transmutation and transformation - literally and analogously turning base elements into precious metals. Associated with nineteenth-century occultism and drawing on ancient traditions, the Alchemist is considered to be spiritual, mystical and mythological. This archetype has the highest and purest longing to understand spiritual forces. This longing attracts an immensely powerful light of a very high vibration into the heart of the Alchemist.
The Alchemist possesses a unique blend of the scientific and the spiritual and is motivated by the potential to create a new vision of the world. Believing anything is possible, from eternal life to a universal cure for disease, the Alchemist seeks personal purification, perfection and transformation. This archetype tries to live in accordance with basic patterns of the universe so that magical transformations can result.
The Alchemist possesses a tireless, patient and persevering will to explore the unconscious processes of life. By facing these internal and external processes, a kind of transcendence from ignorance, pain and ugliness is sought.
Turns negatives into positives, muck into miracles and fear into courage.
We transform illness into wellness, fear into courage and challenge into triumph.
Seeks personal purification, perfection and transformation.
Tireless, patient and persevering will to explore the unconscious processes of life.
By pushing the body to its natural limits, we cause healing and transformation to happen as it should.
Possesses a unique blend of the scientific and the spiritual and is motivated by the potential to create a new vision of the world.
Growth doesn’t come easily, and it doesn’t come quickly. We help our clients pursue health in a dedicated and unhurried way.
We pair the latest in wellness technology with the body’s natural healing mechanisms to help people realize the healthiest versions of themselves.
Tries to live in accordance with basic patterns of the universe so that magical transformations can result.
We create the conditions for the body to be tested, causing it to heal itself of affliction.
Examples: MAC Cosmetics, Green Toys, Preserve and The Very Hungry Caterpillar
The Companion is a trusted support who can be relied upon to lend a helping hand. This archetype holds a deep respect for each person’s value and inherent worth and shows it by offering assistance, order and a sense of belonging. Typically good-natured, the Companion is a comrade through the ups and downs of life.
The Companion is essentially a friend and confidante, offering help and listening without measure or judgment. Generally platonic in nature, this archetype provides emotional support by fostering a sense of camaraderie, belonging and acceptance.
Calling to mind the Greek word for help, voithia, which literally means “to take hold together with one,” the Companion is fulfilled by shared experience and explores life and self through unselfish relationships. This archetype is guided by the emotional benefits of sharing a true bond with another and literally “companions” others intellectually, emotionally and spiritually.
The Companion may also challenge tradition, encouraging family, friends and co-workers to explore new ideas and unconventional ways of doing things in pursuit of their highest calling. Further, this archetype enables freedom, expression and achievement in others by being the wind beneath their wings.
Trusted support who can be relied upon to lend a helping hand.
We are a guiding light for our patrons, armed with knowledge and compassion.
Holds a deep respect for each person’s value and inherent worth.
Everyone is welcome; of all ages, levels of fitness and conditions of health.
Provides emotional support by fostering a sense of camaraderie.
Challenges tradition, encouraging family, friends and coworkers to explore new ideas and unconventional ways of doing things.
When our patrons enter our spaces, they don’t do so alone. We aid them in their efforts, believing that their success is our success.
We challenge the status quo of what it means to be well. By pushing people to their natural limits, we invite them to realize the healthiest possible versions of themselves.
Enables freedom, expression and achievement in others.
Examples: Divvy, Zagat, Kiva.org and the Guide Dogs of America
By creating spaces where true wellness can be accessed, we motivate people to go and get it.
People desire authentic human connection - the kind that moves and inspires. They want to know others and they want to be deeply known. However, to be known by others requires that we first know ourselves: who we are, as well as who we are not.
Defining both areas for our brand helps us speak with greater influence because it establishes clear parameters for how we come across to those we’re speaking to. This clarity helps build familiarity and trust among our people, thus stimulating ongoing engagement, relationship and loyalty.
In our high-end, holistic wellness environments we always believe that our patrons can accomplish greatness. Change is hard. Changing habits are hard. But change always equals opportunity.
This means we’ve built a world-class, state-of-the-art, high-end wellness lounge that sees the potential in every person we work with. We are optimistic, we rise to the occasion and we hold ourselves to a standard of excellence. Our patrons trust us to guide them toward optimal wellness and we will do just that.
We serve a certain segment of the community who tend to be openminded, sophisticated and are looking for luxury to be part of the experience. Sparing no amount of positivity nor confidence, we show them that they can experience true wellness and that the journey doesn’t require struggle or suffering.
WE ARE WE ARE NOT
Driven by an adventurous mindset, we’re committed to helping people enter into true wellness, without being mysterious about how we help them get there.
By nature we’re adventurous. We want to try new things and we want this for our patrons as well. The design and layout of our lounges compels them to try services they’ve never tried before, and the nature of our demeanor assures them that there’s no pressure - just an invitation and an opportunity.
We exist to promote new paths to true wellness. We see ourselves as explorers in an industry that is uncharted in many ways. As new technologies emerge and new modalities prove transformative - we’ll adopt any new alternative wellness service as long as it helps us in our mission to be conduits to wholeness for our patrons.
In humility, we come alongside our patrons and guide them through our services in a way that is empathetic, empowering and never, ever aggressive.
We are very aware that some patrons may feel vulnerable. Because alternative wellness therapies often feel new and unfamiliar, we see an opportunity to meet them where they are and move at a pace that promises possibility, opportunity and safety.
Because our desire to guide people toward optimal health is genuine, we partner with them on their wellness journey. At what pace are they willing to move? What services are they willing to try? What can we teach them that might compel them to push themselves just a bit further and harder? These are the questions we must answer if we are to help them the best we can.
WE ARE WE ARE NOT
Glamorous and chic, we’re bringing elevated wellness to those who want it that way. Rather than bringing generalized services to the masses - we’re bringing specialized services to the select.
Our spaces are designed for luxury. We curate select wellness treatments that enhance the beauty and vitality of our patrons, and we administer these services in an environment that’s designed to cultivate serenity. Holself isn’t for everyone - it’s for those who want the elevated wellness experience.
We are an industry built on looking good and feeling good and we don’t market to the masses. What we’ve built is naturally appealing to an audience of high-profile consumers who are looking for a rich and rare experience. We know it, we own it and we won’t ever compromise on our excellence.
The pages of this brand book equip us with the ability to speak on behalf of the brand clearly and cohesively, while clarifying any misunderstanding or ambiguity regarding who we are, the value we offer and why it matters to the people we exist for.
Messaging–for the most part–is subtext. It heavily informs how we write copy but isn’t always copy itself. Messaging also informs how creative work should look, feel and sound. This Key Messaging Framework is where we index the select parts of our messaging that can be immediately utilized as copy, whether for internal or external purposes. Expectations for tone of voice are also clarified in this section, by defining what brand character and personality should look and sound like in every expression.
We envision a world where people take ownership of their health and wellness in ways we’ve never seen before. Healthy living is a product of healthy habits and choices, made on a daily basis. By shedding harmful habits and establishing rhythms that give life, we’ll see people, families and communities transform. We see people taking their health into their own hands, as their disillusion with the healthcare industry has shown them that true wellness only comes to those who seek it out for themselves. Our work will have significant impact in these communities because we’ll essentially be a guide for them - helping them navigate the trials and triumph of growing into the healthiest versions of themselves. Like the sherpa guiding the mountaineer to the summit of the tallest peak, we’ll be known for helping our patrons transcend above and beyond whatever heights they deemed too high. In this future reality, we’ll help our people see what true wellness can be.
As conduits to wholeness, we guide our people toward optimal wellness with expertise, empathy and encouragement.
We exist to foster a welcoming wellness community and equip our people with the tools necessary to attain true wellness and live into their whole selves.
• Healer
We are a conduit toward wholeness.
• Alchemist
We are agents of personal transformation.
• Companion
We are a constant and committed friend.
We are High-End, never Pessimistic
We are Adventurous, never Mysterious
We are Humble, never Agressive
We are Glamorous, never Mass Market
At Holself, our elevated wellness experience helps our patrons grow into their true, whole selves. Offering high-end alternative wellness services with safety and confidence, we assist our patrons in receiving these services with specialized attention that isn’t offered anywhere else. Knowing that the newness of some of these services can spark vulnerability, we act as a refuge of empathy, amity and care. Acting as a companion, we guide our clients through each experience and encourage them to challenge themselves for the sake of their well-being. We promise the experience and health benefits of summiting the highest peak, while only having to endure trial for a moment. True wellness awaits, and we’re in the business of helping people find it.
“We’ve curated the best wellness services in the business and brought them under one luxurious roof.”
“Your body is designed to be healthy and fight off illness on its own. Let us help you recapture the natural immunity you were made for.”
“We see that you want to become the healthiest possible version of yourself. We can help you get there.”
“We invite you into momentary challenges for the benefit of your whole self.”
“In our wellness environments you’ll experience challenge and comfort in tandem. Come experience what true wellness feels like.”
“Don’t miss out on becoming the healthiest possible version of yourself. Here is where your whole self awaits.”
“At Holself, we know that some of our services may be new for you. We see your courage, and we’re here to guide you every step of the way.”
“We’re here to help your long-lived life be a well-lived life.”
“Looking and feeling better sometimes comes with its own risks. But the presence of risk is not the absence of safety - we’ve got you.”
• “We see a need for a more holistic and elevated approach to health and wellness and we aim to provide it.”
• “We create spaces where people can live into the pinnacle of their health and wellness potential.”
• “We imagine a world of limitless possibilities, where access to a higher level of beauty, health and wellness exists.”
• “Our alternative wellness therapies are in a realm all their own, as we offer the best of the best.”
• “We recognize that each individual is at a different level of health and wellness and our commitment is to meet them where they are.”
• “We transform illness into wellness, fear into courage, and challenge into triumph.”
• “By pushing the body to its natural limits, we cause healing and transformation to happen as it should.”
• “Growth doesn’t come easily, and it doesn’t come quickly. We help our clients pursue health in a dedicated and unhurried way.”
• “We pair the latest in wellness technology with the body’s natural healing mechanisms to help people realize the healthiest versions of themselves.”
• “We create the conditions for the body to be tested: causing it to heal itself of affliction.”
• “We are a guiding light for our patrons, armed with knowledge and compassion.”
• “Everyone is welcome; of all ages, levels of fitness and conditions of health.”
• “When our patrons enter our spaces, they don’t do so alone. We aid them in their efforts, believing that their success is our success.”
• “We challenge the status quo of what it means to be well. By pushing people to their natural limits, we invite them to realize the healthiest possible versions of themselves.”
• “By creating spaces where true wellness can be accessed, we motivate people to go and get it.”
• “In our high-end, holistic wellness environments we always believe that our patrons can accomplish greatness. Change is hard. Changing habits are hard. But change always equals opportunity.”
• “Driven by an adventurous mindset, we’re committed to helping people enter into true wellness, without being mysterious about how we help them get there.”
• “In humility, we come alongside our patrons and guide them through our services in a way that is empathetic, empowering and never, ever aggressive.”
• “Glamorous and chic, we’re bringing elevated wellness to those who want it that way. Rather than bringing generalized services to the masses - we’re bringing specialized services to the select.”
SLOGAN
True wellness awaits.
80% of how our brains understand the world around us comes from vision - our primary sense. Additionally, our brain’s biochemistry determines why we consider some visuals more attractive than others. Having a logo that looks nice is not enough. We believe in good design, the kind that captures attention and compels to action.
Logo, typeface and color are all key ingredients to visual identity.
The following pages provide clarity and guidance on how to put these elements to good use.
DARK LEAF MATCHA
RGB: 91, 104, 33
HEX (#): 06343F
CMYK: 62% 41% 100% 27%
Use for web/print elements..
BRIGHT PLUM PISTACHIO
RGB: 117, 135, 61
HEX (#): 75873D
CMYK: 57% 31% 96% 12%
Use for web buttons and bolded headers.
RGB: 181, 196, 118
HEX (#): B5C476
CMYK: 32% 11% 68% 0%
A primary brand color.
RGB: 86, 90, 168
HEX (#): 565AA8
CMYK: 29% 42% 98% 6%
A primary brand color. .
LAVENDER
RGB: 102, 103, 171
HEX (#): 6667AB
CMYK: 68% 64% 2% 0%
Use for text.
SOFT LOTUS
RGB: 140, 143, 196
HEX (#): 8C8FC4
CMYK: 47% 42% 1% 0%
Use for thin headers and header bars.
Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key will retain the proportions as you scale with a pointer tool. Alternative Logo Icon
Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.
For instances where your logo will appear small, switch to a one-color version and use a high-contrast color or black and white.
Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications
Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo fonts as headers or text in layouts..
The quickest way to undermine your brand is altering your logo—either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.
CALIBRI BOLD 15 pt
CALIBRI REGULAR
10.5 pt / 15 pt Leading / 110% Width
Example of large intro copy.
Example of body copy. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident.
Example of regular information.
A word on substitute fonts.
In a pinch, you can substitute Calibri for Zona Pro. Calibri will not have the same fine quality to the letters but is highly legible. If budget is an issue, consider purchasing one or two font styles of Zona Pro (Thin for large headers and Light for body copy) and use Calibri for everything else. You may also strategically purchase one or two licenses for workstations that produce the bulk of clientfacing materials.
Photos should show relaxing application of any practice in warm light and softened body tones.
Images should show the pleasure of the experience at Holself.
Photos should exude the pleasure one feels after exuding energy.
Our language should always be self-assured: certain that there’s no one in the business who can do this better than us.
• “We’ve come to believe that we can do it better.”
• “Come and see.”
• “You value excellence. So do we.”
• “Others view wellness with an interventive approach. The best approach, however, is a preventive one.”
Always direct, clear and confident. We see no value in ego or brash, loud declarations. Our confidence assures people that whenever we speak, we mean what we say.
We’re not built to serve everyone, because not everyone wants what we’re creating. We exist for those who are looking for an elevated path toward wellness.
We respect and honor the people we’re speaking to, so we never offend, we never demean, and we never use language that is otherwise derogatory, insulting or vulgar.
