Sayfe Families Brand Book

BRAND BOOK

Prepared for you by zö agency

Authored and designed for Sayfe Families by zö agency

OUR STORY

As a mother, our founder discovered that the hardships of parenting were not the fault of her or her children, but a reflection of her own upbringing. Raised in a family shaped by generational trauma, she desired to break the cycle and provide a better life for her children. We believe that conventional parenting, which places value on behavior, ignores the significance of connection. Our approach focuses on building secure and healthy relationships, rather than on rewards and punishments.

We strive to shift the narrative and advocate a new perspective where one’s worth is rooted in their inherent goodness. We recognize the power of safe relationships to help people reconnect with their inherent goodness, and our mission is to empower each family to cultivate them so they can lead healthy and fulfilling lives.

Informed by multiple areas of study, including Interpersonal Neurobiology, Attachment, Developmental Psychology, and Somatic Experiencing, Sayfe Families seeks to bridge the chasm of traditional talk therapy with up-to-date findings in these and other relevant disciplines, presenting a whole-body-and-mind model of healing. This approach empowers clients to reclaim their vitality, resilience, self-mastery, and enjoyment of life. Safe connection is the foundation of this model of healing.

At the very core of human nature, we want to connect with those whom we love in ways that produce happiness and health. This is true for all people, and it’s the ultimate outcome we work toward with every single client we see.

WHO WE EXIST FOR

OUR AUDIENCE SEGMENTS

At Sayfe Families, we recognize the many factors shaping a family or person’s experience, including cultural, socio-economic, and political factors, generational patterns, psychobiological considerations, as well as individual hardships. These factors do not exist in a vacuum but form an intricate and unseen web that significantly shapes a person’s neurobiology and their ability to build a healthy life. At Sayfe Families, we honor where each person is on their journey while providing specific support to parents and caregivers, children, as well as individuals who are in the process of building their own path.

PARENTS AND CAREGIVERS

PROFILE

The parents and caregivers in our brand community come from a diverse array of families, lived experiences, and backgrounds. They grew up in families where healthy relationships and emotional processing were lacking, and they often felt neglected and unsupported. As children, they struggled to understand and give voice to this pain, coming to believe they were at fault for their family's challenges, leading to an underlying sense of feeling not good enough and not worthy of love and belonging. They desire close relationships — with partners, children, friends, and family — but they often struggle with emotional intimacy and communication, as well as lingering symptoms from unhealed past traumas and stressful events. It is the desire for close relationships and an emerging selfawareness that has them actively seeking mental health care.

Of the three audience segments in our brand community, the parents and caregivers most resonate with language that is empathetic, non-judgmental and empowering. They’re drawn to language that emphasizes the importance of secure attachment, emotional intelligence and the long-term benefits of therapy. They also respond well to messages of healing and self-compassion - although they may struggle to exercise the latter.

WHO THEY ARE

The parents and caregivers we see want to break the cycle of emotional neglect and trauma they experienced in childhood. They want to create a healthier, more emotionally intelligent and trauma-informed family dynamic with their own kids. They value honesty, trust and secure attachment. Ultimately–whether they’re really aware of it or not–their journey toward healing will be a turn toward truly believing in their own inherent goodness.

WHAT THEY CARE ABOUT

• Secure attachment with their kids.

• They want the best for their kids.

• Loving, nurturing relationships.

• They want their kids to be genuinely good people.

• They want to feel safe to be their real selves.

PROFILE

Although these members of our brand community come from a variety of lived experiences and family types, we find that the majority of those we work with tend to be female, and they tend to seek our services when they are between their 20s and 40s. They find themselves burdened by an inescapable tension: between what they want and what others want for them. What others often fail to see in them is that they do crave a genuinely meaningful life: they just disagree that having children is the only way to find meaning. At times they struggle with shame, guilt and inadequacy, simply because they feel as if they’re not living up to the expectations of others.

Of the three audience segments in our brand community, the pathfinders most resonate with language that is sensitive, understanding and affirming of their convictions. They respond well to language that acknowledges their feelings of not fitting in and the pressure they feel to conform to societal norms and expectations. They really just want to hear someone they love tell them that it’s okay for them to want the things they want - even if those things are not what others want for them.

WHO THEY ARE

The pathfinders are highly aware of their own experiences. This heightened awareness of the trauma and pain they’ve endured motivates them to get help. They value secure attachment and healthy relationships with the people they love. Although they may not see with great detail the nature of their insecure attachment, they know it’s there, they’re tired of it and they want to make sense of everything they’ve been through. Whether they are conscious of it or not, they want to embrace a loving view of themselves - a return to the belief that they are good and worthy of love.

WHAT THEY CARE ABOUT

• To be valued for who they are, not who they “should” be.

• To make sense of childhood trauma.

• To establish meaningful, healthy relationships with others.

• They want a fulfilling life.

• They don’t want to live their lives alone.

PROFILE

For each child we work with, trauma can look and feel very different. Some come with histories of neglect, others with abuse, and still others who are in situations where attachment is a struggle because of their parents’ own unreconciled trauma. Regardless of what these kids have been through, they are all seeking a similar way forward: they want to feel safe, they want to be seen and they want to be loved for who they are. They have a psychobiological need for strengthening their attachment styles, but they require a supportive adult to do so. Their lack of access to a healthy, caring relationship can cause maladaptive biology and behavioral strategies as well as the underlying belief that they are not good enough or worthy of love and belonging. Our ability to genuinely connect with these kids–and help them build a framework for healthy connection with others–begins by destigmatizing undesired behavior and helping these kids see that they are truly good.

Of the three audience segments in our brand community, these children most resonate with language that is simple, clear and direct. They appreciate a calm, gentle tone, but they still want the adults in their life to be vulnerable and honest with them. It’s also very helpful for them when communication is done utilizing more creative methods, like visual aids or creative activities - as these give them the space to express themselves in nonverbal ways.

WHO THEY ARE

Attachment is an embodied experience - it shapes how we show up in the moment. For kids who’ve experienced some degree of early childhood trauma, the insecure attachment that results affects how they show up with others. Because we know this to be true, we meet them where they are, and we speak in a manner that is empathetic and understanding - showing genuine interest in both their experiences and emotions.

WHAT THEY CARE ABOUT

• To feel seen, safe and loved.

• They want to be told that it’s okay to not feel okay.

• They want someone to help them hold their hard feelings.

• They crave healthy, loving relationships with their parents or caregivers.

• They want to be happy.

POSITIONS

WHAT WE STAND FOR

We stand for families having access to quality mental health care as we recognize that a person’s emotional health is inextricably tied to their overall well-being and life satisfaction, as well as to the collective well-being of society and the planet as a whole. We recognize the interconnectedness of all living beings and that the health of each family and of our broader society are intimately intertwined. By offering quality support to families, we can help heal the whole. The foundation for a child’s emotional health and overall wellbeing, as well as their life potential and future societal contribution, is built by their earliest relationships. This is why we choose to specifically support families and recognize the transformative value of quality mental health care for each individual, each family, and for society as a whole.

WHY WHAT WE DO MATTERS

HOW THE WORLD WILL CHANGE BECAUSE OF US | OUR VISION STATEMENT

We envision a world where kindness and compassion prevail, where each person feels safely connected and free to “be”. Individual and collective well-being is highly valued by our society. As we guide people through the process of making peace within themselves, we’ll see them inspired to make peace with others. By implementing whole body and mind approaches, we’ll see parenting, as an institution, transform. Connection will be the guiding principle and each child will be regarded as a person in their own right and deserving of equal rights and respect. Mindful parenting will be highly valued and understood as a pivotal resource for society as a whole. Policy, cultural norms, and structural support will reflect that understanding leading to parents feeling resourced and empowered. As we continue to help families transform their emotional health, we’ll see compassion, resilience, cooperation, and healthy flourishing become the norm in our society.

So what is our strategic intent? To see every parent and child, safe and secure.

Our vision paints a clear yet aspirational picture of how we see our world changing because of our work. The future that we envision for our customers and the communities we serve, is evidential of the impact we believe we’ll have on the world.

THE STANCE WE TAKE IN THE CROWD | OUR MISSION STATEMENT

To help people cultivate healthy connections and inner safety so they can create a fulfilling and healthy life.

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 of 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.

WHY OUR WORK MATTERS | OUR PURPOSE STATEMENT

We exist to help people experience healing, believing that healed people can heal others.

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 the purpose of our brand is vital, because in the words of Simon Sinek, “people don’t buy what you do, they buy why you do it.”

OUR MANIFESTO

As people who believe it’s safe to speak and be…

We believe that every person is inherently good, but sometimes we lose sight of it. We know that secure attachment leads to a thriving life and that any person at any time can attain it. We think that every person is doing the best that they can - even if their best is letting someone else down. We believe that a person’s worth is not based in their production but in their personhood.

We think that whole body and mind healing empowers people to reclaim their vitality, resiliency, self-mastery and enjoyment of life. Safe connection is a biological need and is the foundation of this model of healing. This is why we strive to create environments that cultivate physiological safety as from that emerges the ability for safe relationships and emotional well-being where people feel safe to speak and feel free to “be."

So for all the times it may feel unsafe to speak, we’re here to listen no matter what.

A manifesto is essentially a declaration of intent - the articulation of a brand's positions, purposes and principles, so those who hear it can have a fuller understanding of how an organization impacts its consumers and communities. Social in nature, the manifesto inspires possibility - making strong claims and promises that people can hold the brand accountable to.

OUR SLOGAN

You're safe here. ™

VALUE PROPOSITIONS

HELPING EACH CUSTOMER MAKE PROGRESS

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 toward their desired outcomes. We call this “progress.” Consumers want to make progress toward their desired outcomes, and we can help them get there by positioning our brand as the best ally for them on the journey.

CORE THOUGHTS AND BELIEFS DESIRES AND WANTS FOR OUR PARENTS AND CAREGIVERS

Avoidant Parents and Caregivers

• Don’t need others

• Believe relationships aren’t safe

• Didn’t feel safe as children

• Focused on behavior

• Believe their kids should achieve

• Deep feelings of shame and unworthiness

Anxious Parents and Caregivers

• Always need others

• Believe the world is not safe

• Rigidly attached

• Don’t feel safe on their own

• Believe their kids should stay close

• Deep feelings of shame and unworthiness

Disorganized Parents and Caregivers

• Constantly feel emotionally overwhelmed

• Feel unsafe

Secure Parents and Caregivers

• Expect safe relationships

• Believe the world is generally safe

• Can either ask for help or help themselves

• Okay with or without others

• Believe their kids should be who they are

• Want the best for their kids (“best” is defined differently based on attachment style)

• Safe and nurturing connections

• They want their kids to be genuinely good people

FRUSTRATIONS AND WORRIES

• Their kids won’t meet the expectations they’ve set for them

• That they’ll “mess up” their kids or unintentionally hurt them

• Their kids not doing well in school

WE ALL CRAVE

• Meaningful connections

• Feelings of safety

• Feelings of longing

• Feeling worthy of love

• Happiness for themselves and those they love

WE ALL WORRY ABOUT

• Living up to others expectations

• Ending up alone

• Never feeling safe enough to be themselves

• Never being seen for who they are

HOW WE SPEAK INTO THEIR PROGRESS

• “Happy and healthy kids are a product of a happy and healthy you. We can help you get there.”

• “We can help you establish safe, secure relationships - and it starts with a safe, secure, you.”

• “The journey toward healing begins with you. We just give you the tools and time to take the first step.”

FOR OUR PATHFINDERS

CORE THOUGHTS AND BELIEFS DESIRES AND WANTS

Avoidant Pathfinders

• Don’t need others

• Believe relationships aren’t safe

• Didn’t feel safe as children

• Focused on behavior

• Deep feelings of shame and unworthiness

Anxious Pathfinders

• Always need others

• Believe the world is not safe

• Rigidly attached

• Don’t feel safe on their own

• Deep feelings of shame and unworthiness

Disorganized Pathfinders

• Constantly feel emotionally overwhelmed

• Feel unsafe

Secure Pathfinders

• Expect safe relationships

• Believe the world is generally safe

• Can either ask for help or help themselves

• Okay with or without others

• Meaningful connection

• Make sense of their childhood experiences or make sense of the pain

• A fulfilling life

FRUSTRATIONS AND WORRIES

• Find their fit in society

• Find their fit with friends or family

• Feel a lack of purpose or meaning (because most cultural and familial messages tell them that being a parent is where one finds purpose and meaning)

• Fear of ending up alone

WE ALL CRAVE

• Meaningful connections

• Feelings of safety

• Feelings of longing

• Feeling worthy of love

• Happiness for themselves and those they love

WE ALL WORRY ABOUT

• Living up to others expectations

• Ending up alone

• Never feeling safe enough to be themselves

• Never being seen for who they are

HOW WE SPEAK INTO THEIR PROGRESS

• “Break free from past trauma and step into a life of happiness, wholeness and meaningful connection with others.”

• “Although you may not see it: you are a good person who is worthy of love. If you let us, we’ll show you.”

• “To change who you are - you must first face what’s happened to you. Let’s face it, together.”

FOR OUR CHILDREN

CORE THOUGHTS AND BELIEFS DESIRES AND WANTS

Secure attachment

• They feel seen

• They feel safe

• They feel loved

Insecure attachment

• I am not safe

• Others are not safe

• The world is not safe

• Unable to think any problem lies with their parent(s) so they believe the problem must be with them

• They don’t feel seen, celebrated or deeply, truly loved

• To feel seen

• To feel safe

• To feel loved

FRUSTRATIONS AND WORRIES

• Losing proximity or connection to parent(s)

• Won’t be who their parent(s) want them to be or will fail to live up to their expectations

• Won’t get their needs met

• Question whether they’re safe with their parent(s)

• Question whether they can ever truly be themselves

• Question whether they can ever truly be loved

WE ALL CRAVE

• Meaningful connections

• Feelings of safety

• Feelings of longing

• Feeling worthy of love

• Happiness for themselves and those they love

WE ALL WORRY ABOUT

• Living up to others expectations

• Ending up alone

• Never feeling safe enough to be themselves

• Never being seen for who they are

HOW WE SPEAK INTO THEIR PROGRESS

• “You may not see it and you may not feel it - but you are worthy of love. Let us show you.”

• “We accept you, we see you and we value you. It’s safe here.”

• “You do not deserve the hurt that you feel. You deserve love - because you’re worthy of it.”

WHO WE ARE

OUR BRAND ARCHETYPES

Good communication is not determined 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

SAYFE FAMILIES IS THE

VISIONARY

The Visionary has the wisdom to imagine the promise and potential on behalf of the greater good. Possessing the ability to illuminate the benefits and drawbacks based on chosen decisions/actions without prejudice, the Visionary creates structures that shift society. Characterized by great imagination, insight, and boldness, this archetype thinks in systems and can synthesize multiple data points. Somewhat paradoxically, the Visionary can be remarkably humble, acknowledging the gift of foresight as given rather than owned.

Able to read between the lines of environment, conversation, and context, the Visionary listens in the silence, sees with eyes wide shut, and hones a deeply intuitive connection with what needs to emerge. This archetype senses what is just around the bend or just over the horizon and feels energies that offer a kind of inner map. Like the light at the end of the tunnel, the Visionary is called to harness the infinite power of our collective creativity and imagination to offer a future based on stewardship, compassion, and reason.

The Visionary is a brilliant strategist and can imagine possibilities that reach beyond the scope of any one individual life to benefit all of society. The Visionary sees what is possible if certain decisions are made, and it can spot what is inevitable given the choices that have been made in the past. In this way, the Visionary is capable of leading a peaceful revolution fueled by values, ethics, and soul toward a future of equality, meaning, and empowerment.

VISIONARY

SAYFE FAMILIES

Imagines the promise and potential on behalf of the greater good.

The process of a person’s healing holds immense promise, benefiting individuals, families and society as a whole.

Sees possibilities that reach beyond individuals to benefit all of society.

Our vision extends beyond individual healing, benefiting all of our society and everyone in it.

Thinks in systems and can synthesize multiple data points.

To truly understand what you’re going through, we must first understand what you’ve gone through.

Believes their gift of foresight must be used for the benefit of others.

Because we can see what others can’t, we have a responsibility to show them what we see.

Leads others toward a future of equality, meaning, and empowerment.

There’s power in truth, because truth sets us free. Free to be loved like we deserve, and free to find meaning in our pain.

Examples: TED, Pixar, Apple and Herman Miller

SAYFE FAMILIES IS THE

HEALER

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.

HEALER

SAYFE FAMILIES

Has an intuitive and learned capacity for transforming pain into restoration.

We help you reconcile the pain that was, so you can realize the life and happiness you want.

Does not do the healing but creates the conditions, beliefs and structure for healing to happen.

You do the work to heal - we’ll provide the tools and structure so you can.

Possesses a powerful vision of ease and health.

Healing begins with a compassionate presence. Give your pain a voice, and you’ll find that healing comes soon after.

Focuses on the positive, the complete and the well aspects of the world.

In a world that’s growing increasingly hostile, we still see the potential in all people for goodness, kindness and love.

Works on many levels to facilitate, allow and channel the necessary energy to bring about change in any system.

We curate the needed conditions for change, because change is necessary for healing.

Examples: Band-Aid, Alcoholics Anonymous, The Mayo Clinic and Holself

SAYFE FAMILIES IS THE

MENTOR

The Mentor is essentially a teacher and trainer who supports not only learning but also character development in order to prepare others to meet life’s challenges. To enable the kind of intimacy and trust required to fulfill this role, the Mentor must be someone in whom trust can be placed without reservation.

Additionally, the Mentor is a good listener who can hold a large container of seemingly unrelated puzzle pieces. With an empathetic voice of reason and a developed capacity for hearing limiting beliefs, the Mentor represents the wiser qualities within us, often acting as a secondary conscience by offering gifts for others to use along their journey.

This archetype can behave as a herald, delivering messages with information, guidance and encouragement for what some might deem the “call to adventure.” Relationships with students may extend for long periods of time during which the Mentor remains as advisor and support through multiple engagements.

An excellent judge of character, the Mentor possesses a great curiosity about what makes people tick and an advanced ability to discern between authenticity and insincere behavior. Gratification is found by supporting others toward empowerment and partnering with them toward the realization of higher-order goals. The Mentor is motivated by the desire to be a rising tide that lifts all boats and to share wisdom for the benefit of all.

MENTOR

SAYFE FAMILIES

Supports the growth and development of others so as to equip them to face life’s challenges.

We support you in your journey toward healing, so you can be ready to face what’s coming.

This archetype can be trusted without reservation.

We earn your trust by consistently being present and active in your healing journey.

Acts as a secondary conscience by offering gifts and wisdom for others to use along their journey.

As a trusted ally, we walk with you on your journey, offering wisdom and insights to help you navigate the healing process.

Supports others toward empowerment and partners with them toward the realization of higher-order goals.

We help you make meaningful progress toward the things you want most: healthy relationships and a happy life.

Motivated by the desire to be a rising tide that lifts all boats. By helping people heal, we will gradually heal all of society.

Examples: Better Help, Udemy, Mint and Peloton

WHO WE ARE

OUR BRAND PERSONALITY

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.

TRUSTED EXCLUSIVE WE

By being compassionate and inclusive, we create a trusted environment where all are welcomed, heard and valued, fostering safety and growth.

WHAT THIS MEANS

Our compassionate presence lays the foundation of trust needed for clients to heal and reconnect with their own innate wisdom, resilience, and agency. We create a collaborative healing environment where we recognize each client's unique strengths and innate wisdom, and guide them towards reconnecting with it.

WHY IT MATTERS

The clients that we work with are actively looking for spaces and people where they can be heard, where they can feel safe and where they can feel free to be themselves. Our approach offers safety, support and collaboration - where our clients can work through their challenges and develop the skills and insights necessary to create positive change in their lives.

SECURE TRADITIONAL

We provide safe and secure connections where people are invited to heal from the pain of their past and reclaim their vitality, resiliency and self-mastery.

WHAT THIS MEANS

Our clients can expect a caring and supportive environment that is safe and secure. We believe that healing requires the presence of an empathetic caregiver who can help them process and heal their experiences. We also aim to create an inner oasis for our clients, a place of emotional support and resilience that they can carry with them throughout their lives.

WHY IT MATTERS

Our clients trust us with the painful experiences they’ve been through, and they trust that we’ll stick with them along the journey toward healing. We’re quick to embrace modalities and methodologies that may not be common in our category, and we often challenge conventional or traditional ways of thinking - especially when we see that those perspectives are hindering our clients from experiencing genuine healing.

SCIENTIFIC MYSTERIOUS

We respect and empathize with every person, and provide a compassionate presence to support them through the challenging work of therapy for the healing they desire. WHO

With transparency and a collaborative approach, we use evidence-based methods to transform trauma and restore trust, connection and a sense of home.

WHAT THIS MEANS

We use evidence and strength based coaching and educational programs–grounded in interpersonal neurobiology, internal family systems and somatic attachment–to help our clients make progress toward realizing the specific goals or outcomes they desire.

WHY IT MATTERS

It’s true that not all oranizations in our category approach mental health care this way. Additionally, although there are many qualified mental health practitioners currently operating in America, most have not been sufficiently trained in somatic attachment, so the need exists for an approach like ours which centers this training in everything we do.

RESPECTFUL EFFORTLESS

WHAT THIS MEANS

We respect and honor the wholeness and worth of each client and offer high-quality support for emotional healing. We prioritize compassionate presence as the foundation for healing and positive outcomes, as we understand that some therapists may limit possibilities by seeing clients only as a diagnosis. Our mindful presence gives clients the courage to heal and reconnect with their innate wisdom, resilience, and agency. Our clinicians are committed to continuous personal and professional development to expand their therapeutic holding, recognizing that a compassionate presence is key for healing.

WHY IT MATTERS

It’s vitally important for us to truly see each client as whole as it provides the foundational bridging that will help clients heal and reconnect with their own “innate goodness” rather than see themselves through a limited lens or diagnosis. Also, centering our clinical approach on interpersonal neurobiology and somatic attachment enables us to create healing environments that promote healthy neural and relational integration which research shows is the basis of emotional health and well-being.

KEY MESSAGING FRAMEWORK

A REFERENCE GUIDE

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.

INTERNAL ELEMENTS

OUR VISION

We envision a world where kindness and compassion prevail, where each person feels safely connected and free to “be”. Individual and collective well-being is highly valued by our society. As we guide people through the process of making peace within themselves, we’ll see them inspired to make peace with others. By implementing whole body and mind approaches, we’ll see parenting, as an institution, transform. Connection will be the guiding principle and each child will be regarded as a person in their own right and deserving of equal rights and respect. Mindful parenting will be highly valued and understood as a pivotal resource for society as a whole. Policy, cultural norms, and structural support will reflect that understanding leading to parents feeling resourced and empowered. As we continue to help families transform their emotional health, we’ll see compassion, resilience, cooperation, and healthy flourishing become the norm in our society.

OUR PURPOSE

We exist to help people experience healing, believing that healed people can heal others.

BRAND CHARACTER

• Visionary

We see people flourish when they feel safe, connected and authentic.

• Healer

We create safe and secure environments for healing.

• Mentor

We see the healing of one spark the healing of many.

OUR STRATEGIC INTENT

BRAND PERSONALITY

OUR MISSION

To see every parent and child, safe and secure. To help people cultivate healthy connections and inner safety so they can create a fulfilling and healthy life.

• We are Trusted, never Exclusive

• We are Secure, never Traditional

• We are Scientific, never Mysterious

• We are Respectful, never Effortless

"The parent-child connection is the most powerful mental health intervention known to mankind.”

As people who believe it’s safe to speak and be…

We believe that every person is inherently good, but sometimes we lose sight of it. We know that secure attachment leads to a thriving life and that any person at any time can attain it. We think that every person is doing the best that they can - even if their best is letting someone else down. We believe that a person’s worth is not based in their production but in their personhood.

We think that whole body and mind healing empowers people to reclaim their vitality, resiliency, self-mastery and enjoyment of life. Safe connection is a biological need and is the foundation of this model of healing. This is why we strive to create environments that cultivate physiological safety as from that emerges the ability for safe relationships and emotional well-being where people feel safe to speak and feel free to “be."

So for all the times it may feel unsafe to speak, we’re here to listen no matter what.

OUR MANIFESTO OUR VALUE PROPOSITIONS

FOR OUR PARENTS AND CAREGIVERS FOR OUR PATHFINDERS FOR OUR CHILDREN

• “Happy and healthy kids are a product of a happy and healthy you. We can help you get there.”

• “Break free from past trauma and step into a life of happiness, wholeness and meaningful connection with others.”

• “We can help you establish safe, secure relationships - and it starts with a safe, secure, you.”

• “Although you may not see it: you are a good person who is worthy of love. If you let us, we’ll show you.”

• “The journey toward healing begins with you. We just give you the tools and time to take the first step.”

• “To change who you are you must first face what’s happened to you. Let’s face it, together.”

• “You may not see it and you may not feel it - but you are worthy of love. Let us show you.”

• “We accept you, we see you and we value you. It’s safe here.”

• “You do not deserve the hurt that you feel. You deserve love - because you’re worthy of it.”

HOW ARE WE LIKE THE VISIONARY?

• The process of a person’s healing holds immense promise, benefiting individuals, families and society as a whole.

• Our vision extends beyond individual healing, benefiting all of our society and everyone in it.

• To truly understand what you’re going through, we must first understand what you’ve gone through.

• Because we can see what others can’t, we have a responsibility to show them what we see.

• There’s power in truth, because truth sets us free. Free to be loved like we deserve, and free to find meaning in our pain.

HOW ARE WE LIKE THE MENTOR?

• We support you in your journey toward healing, so you can be ready to face what’s coming.

• We earn your trust by consistently being present and active in your healing journey.

• As a trusted ally, we walk with you on your journey, offering wisdom and insights to help you navigate the healing process.

• We help you make meaningful progress toward the things you want most: healthy relationships and a happy life.

• By helping people heal, we will gradually heal all of society.

HOW ARE WE LIKE THE HEALER?

• We help you reconcile the pain that was, so you can realize the life and happiness you want.

• You do the work to heal - we’ll provide the tools and structure so you can.

• Healing begins with a compassionate presence. Give your pain a voice, and you’ll find that healing comes soon after.

• In a world that’s growing increasingly hostile, we still see the potential in all people for goodness, kindness and love.

• We curate the needed conditions for change, because change is necessary for healing.

PERSONALITY STATEMENTS

• By being compassionate and inclusive, we create a trusted environment where all are welcomed, heard and valued, fostering safety and growth.

• We provide safe and secure connections where people are invited to heal from the pain of their past and reclaim their vitality, resiliency and self-mastery.

• With transparency and a collaborative approach, we use evidencebased methods to transform trauma and restore trust, connection and a sense of home.

• We respect and empathize with every person, and provide a compassionate presence to support them through the challenging work of therapy for the healing they desire.

BRAND ELEMENTS

VISUAL IDENTITY

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.

COLOR PALETTE

BABY TIGER BLUE SKY YELLOW DUCKY CROC HATCHLING LOGO

RGB: 252, 220, 162

HEX (#): FCDCA2

CMYK: 1, 13, 41, 0

A primary brand color.

RGB: 242, 164, 54

HEX (#): F2A436

CMYK: 3, 40, 90, 0

A primary brand color.

RGB: 137, 155, 114

HEX (#): 899B72

CMYK: 49, 27, 64, 0

A primary brand color.

RGB: 151, 192, 225

HEX (#): 97C0E1

CMYK: 39, 14, 2, 0

A primary brand color.

LOGO USE

MAINTAIN WHITE SPACE.

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.

WHEN PRINTING SMALL, KEEP IT SIMPLE.

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 THE PROPER FORMAT.

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

KEEP YOUR LOGO UNIQUE.

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.

DO NOT STRETCH OR MODIFY.

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.

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.

TYPOGRAPHY

BREE BOLD ALL CAPS 30pt / 0 pt Tracking

BREE SEMIBOLD ALL CAPS 16pt / 100 Tracking

EXAMPLE OF A HEADER

EXAMPLE OF INTRO COPY

BREE SEMIBOLD ALL CAPS 14pt / 120 Tracking

BREE LIGHT 10.5pt / 15 pt Leading 110% Width

EXAMPLE OF A SUBHEAD COPY REGULAR

Example of Body Copy. Bree is a modern sans serif family with subtle roundings on stems and corners. It features real italics, small caps, and multiple numeral sets. Its proportions allow high impact in tightly set lines of big and small text alike. Bree’s many curves and the new rasteriser team up in bigger sizes to reveal a warm and soft character.

IMAGERY

FEEL

These images should showcase a feeling of human feelings of longing and belonging.

SENTIMENTAL

These images showcase scenes where the brand evokes sentimental journeys, companionship, and togetherness in a sentimental journey.

EXPERIENCE

These images should convey the feeling of empathy in the family experience.

GRANDEUR

These images should convey the grandeur in loving friendships or family group.

LEXICON

Our language should always come across as a source of relief and refreshment for people. In a world where they feel pressured to “move on” from their pain, we have the opportunity to change the narrative and instead invite them to sit with it and feel what they need to feel. Our clients shouldn’t just feel safe when they’re with us - they should feel secure in who they are so they can feel safety in the company of anyone.

• “Joy and grief are tightly bound to each other, and people should be free to feel both at once.”

• “It is perfectly okay to not be okay.”

• “Healthy relationships create healthy families.”

• “Loving yourself is essential to loving others.”

• “Secure attachment is the best gift you can give to those you love.”

Like a dear friend or a treasured family member, every interaction our clients have with us should feel like coming home.

Our language should never come across as hurried or bothered. Therapy is hard work, and there’s no fast way forward - that’s not the point. A person’s healing is not a product of pace but of progress, and the only way they can make progress is if we give them the room, the tools and the support do so.

Ultimately, people are good, they’re worthy of love and they’re capable of attaining secure attachment with those they love.

At Sayfe Families, we have the great privilege of bringing these realities to life for our clients.