Brand Standards

Company Overview

4

VISIONBecome the premier Christian treatment facility

in the United States, with a focus on always

putting client needs ahead of earnings.

COMPANY OVERVIEW / VISION

5

MISSIONGracious Care Recovery Solutions, a

faith-based treatment facility founded upon

the belief in God, works to provide a safe,

nurturing and structured environment to assist

clients in living the healthiest life possible.

COMPANY OVERVIEW / MISSION

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VALUES• Faith is the foundation of all of our

programs and relationships.

• We are honest and model integrity in all of our

interactions, both internally and externally.

• We exhibit generosity in all actions, always.

We recognize that without the generosity

of donors and God’s good graces we

wouldn’t be where we are today.

• We are dedicated to our faith. All of our services

and offerings are based in our belief in God.

• We are steadfast in offering our clients the

most affordable treatment program possible.

COMPANY OVERVIEW / VALUES

1. Faith2. Honesty3. Generosity4. Dedication5. Affordability

COMPANY OVERVIEW / PERSONALITY

humble,faith-basedandwholesomeWe are...

COMPANY OVERVIEW / PERSONALITY

sincereandfamily-orientedWe are...

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COMPANY OVERVIEW / HISTORY

HISTORYGracious Care Recovery Solutions was started by husband and wife Mike and Marisa

Way in 2013 after identifying a need in the Deerfield Beach, Florida community for a safe

and structured treatment facility for women. Initially, there were only enough resources

to open one small house which relied solely on the kindness of donors to operate.

Gradually, through the success of the first sober house and with God’s grace, other houses

were opened and services were expanded to include both genders and all ages.

Today, Gracious Care Recovery Solutions offers a variety of comprehensive

treatment programs all led by dedicated, spiritual and experienced staff members

with a focus of reinforcing God’s light in the lives of those we treat.

Segmentation

Morgan Rice

22

n/a

Unemployed

High school graduate

Single

0

Broward County, Florida

Freedom, fitting in with the crowd

Shopping, fashion, hanging out with

friends

Create a sober lifestyle, reconnect with

her mom, eliminate relationships with

harmful drug using friends

Name

Age

Income

Occupation

Education

Marital Status

Children

Location

Values

Interests

Goals

SEGMENTATION / CLIENT TO BE TREATED

Meet Morgan

Jaclyn Rice

47

$55,000

Director of Operations

Bachelor’s Degree

Divorced

1

Broward County, Florida

Dependability, fellowship and religion,

friendships

Reading, photography, jogging

Provide support for Morgan, separate

Morgan from her drug using friends, assist

Morgan in finding Christ

Name

Age

Income

Occupation

Education

Marital Status

Children

Location

Values

Interests

Goals

SEGMENTATION / IMMEDIATE CARETAKER

MeetJaclyn

Communication

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Not using colloquial expressions

Contractions may be used

Writing from the point of view of the second person

Addressing the reader with second person pronouns when appropriate

Not using abbreviations or abbreviated words

Being up front and direct about religious affiliation

Demonstrating empathy for reader at every opportunity

Softening words and phrases to be more sincere

Using everyday English

STYLE

Gracious Care Recovery Solutions uses

a predominately informal writing style,

with a few minor adjustments. The

Gracious Care writing style includes

the following:

COMMUNICATION / WRITING STYLE

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wanna / buzz off

you are / he is

There are many signs and symptoms of relapse, and learning how to make a plan for recovery is critical.

St. / IOP / AA

All Gracious Care programs are founded on the 12-step model.

Staying sober is hard and there are complex factors that can lead to relapse.

We have counselors here to help you.

Additional / On request / Regarding / Prior to

want to / go away

you’re / he’s

We will teach you the signs and symptoms of relapse to help you make a plan for your recovery.

you, your, yours

Street / Intensive Out Patient / Alcoholics Anonymous

All Gracious Care programs are founded on our belief in Christianity and a higher power.

We understand that staying sober is not easy and we recognize the complex factors that lead to relapse.

Our skilled and compassionate counselors are here to assist you during every step of your recovery.

Extra / If you ask / About / Before

INCORRECTCORRECT

COMMUNICATION / WRITING STYLE

COMMUNICATION / TONE OF VOICE

compassionate,Our voice is...

COMMUNICATION / TONE OF VOICE

humbleandsincere.

Typography

Limiteduseforimagestyling: Cheddar JackTHIS IS THE GRACIOUS CARE TYPEFACE: GOTHAM BLACK

ALSO:Gotham LightGotham BookGotham Medium

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Cheddar Jack should be used sparingly

for special use on images or print

headlines. There is no substitute font.

HEADLINE

TYPOGRAPHY / PALETTE

Gotham Black should be used for

headline text in all uppercase. If this

typeface is not available, the acceptable

substitute font is Tahoma Bold.

Gotham Book should be used for

subheads, callouts and can be used in

upper or lowercase. If this typeface is

not available, the acceptable substitute

font is Tahoma Regular.

SUB-HEADLINE

Gotham Book should be used for

paragraph, body copy in sentence

case. If this typeface is not available,

the acceptable substitute font is

Tahoma Regular.

This is body copy

Limited Use

Logo

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The preferred logo is to be presented

together in Gracious Blue (PMS 7691)

and Sunshine (PMS 715).

GRACIOUS BLUE

LOGO / COMPONENTS

SUNSHINE

R e c o v e r y S o l u t i o n s

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GRAYSCALEFULL COLOR ONE COLOR

LOGO / COLOR VARIATIONS

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The full color Gracious Care Recovery

Solutions logo should always be used on

a white background for maximum clarity.

When this is not possible, use a solid

color background or photo that provides

enough contrast to keep the logo legible.

The one color Gracious Care Recovery

Solutions logo should be used on

dark backgrounds or photos. The

grayscale Gracious Care Recovery

Solutions logo should be used for

one color print materials.

LOGO / COLOR VARIATIONS

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1.25”

150 px

The Gracious Care Recovery Solutions

logo should appear with proper clear

space around it to ensure maximum

clarity. The clear space measurement

is always based off of 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 Gracious Care logotype (which

gives you ’X’ amount of clear space).

No elements should be placed within

the clear space of the logo.

In exceptional circumstances, smaller

sizes of the Gracious Care Recovery

Solutions logo for print or web may

be necessary. In such cases, legibility

should always be your top priority.

The minimum size of the full Gracious

Care Recovery Solutions logo for print

should be 1.25 inches. The minimum

size for web should be no smaller

than 150 px.

LOGO / CLEAR SPACE

x

x

x

x

x

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GRACIOUS CARE

Do not change logo colors. Do not change logo fonts.

Do not place on background with insufficient contrast. Do not place on photos with insufficient contrast.

Do not stretch of distort in any way. Do not add effects.

LOGO / UNACCEPTABLE USE

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COLOR / PALETTE

LIGHT BLUE

PMS 278 CRGB 141/184/233CMYK 42/18/0/0HEX #8db8e9TINT 100%-30%

WHITE

PMS White RGB 255/255/255CMYK 0/0/0/0HEX #ffffff

NAVY

PMS 302 CRGB 0/58/93CMYK 100/74/40/32HEX #003a5d

SUNSHINE

PMS 135 CRGB 255/198/86CMYK 0/24/76/0HEX #ffc656TINT 100%-20%

GRACIOUS BLUE

PMS 7691 CRGB 0/96/152CMYK 100/62/18/2HEX #006098TINT 100%-20%

MINT

PMS 7478 C RGB 152/226/191CMYK 38/0/33/0HEX #98e2bfTINT 100%-20%

GRAY

PMS Cool Gray 11 CRGB 85/86/90CMYK 65/57/52/29HEX #55565aTINT 100%-10%

Photography

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Photography should reflect what it’s like

at Gracious Care, what the client and

loved ones can expect, and have the

ultimate goal of inciting individuals to

contact Gracious Care because they can

relate to the imagery.

All photography should support the

brand values: honesty, affordability,

generosity, faith and dedication.

The images that work best for Gracious

Care have a contemporary style, evoke

compassion and are approachable.

Images should be in color.

PHOTOGRAPHY / STYLE

Religious

Nurturing

Humble

Honest