BRAND STANDARDS

4 COMPANY OVERVIEW

5 VISION

7 MISSION

9 VALUES

11 PERSONALITY

14 HISTORY

15 SEGMENTATION

16 CLIENT TO BE TREATED

17 IMMEDIATE CARETAKER

18 COMMUNICATION

19 TONE OF VOICE

20 WRITING STYLE

TABLE OF CONTENTS

23 COLOR PALETTE

24 TYPOGRAPHY

25 PRIMARY

26 LOGO

27 COMPONENTS

28 COLOR VARIATIONS

30 CLEAR SPACE

31 UNACCEPTABLE USE

32 PHOTOGRAPHY

33 PHOTOGRAPHY STYLE

Prepared by: | October 2015

4

VISION

5

Become the most accessible continuing care treatment facility in the United States, with a focus on always putting recovery before profit.

COMPANY OVERVIEW / VISION

6

MISSION

7

ACHIEVE Behavioral Healthcare, a continuing care treatment facility founded upon the 12-step model, works tirelessly to assist clients in overcoming drug and alcohol addiction with the intent of molding individuals into productive members of society.

COMPANY OVERVIEW / MISSION

8

VALUES

9

COMPANY OVERVIEW / VALUES

Faith is the foundation of all of our programs. We will

exhibit enthusiasm in all communications. Everything we

do is based on the compassion and concern we have for

our clients. We strive to provide a supportive and nurturing

environment in all of our actions. We are honorable and

model integrity in all of our communications. We are

steadfast in holding our clients and staff to the highest levels

of accountability. We are transparent in all of our business

operations, program offerings and client expectations.

1. FAITH

2. ENTHUSIASM

3. COMPASSION

4. SUPPORT

5. INTEGRITY

6. ACCOUNTABILITY

7. TRANSPARENCY

10

PERSONALITY

11

YOUNG, MASCULINE AND DETERMINED

COMPANY OVERVIEW / PERSONALITY

WE ARE

12

COMPANY OVERVIEW / PERSONALITY

WE ARE

TRUSTED AND ETHICAL

13

HISTORY

14

Following 18 months of research, Founder and CEO Budge Jamison

combined the best practices found within the US addiction

treatment industry to create the ACHIEVE Behavioral Healthcare

unique six point treatment program – The ACHIEVE Treatment

Model®. ACHIEVE Behavioral Healthcare began operations in

September of 2014 offering gender-specific treatment to clients

recovering from alcohol and drug addictions. ACHIEVE Behavioral

Healthcare received Joint Commission accreditation within five

months and has admitted 190 clients since opening.

COMPANY OVERVIEW / HISTORY

85%COMPLETETHE PROGRAM

65%REMAIN SOBER

90%Of CLIENTSHAVE SECURED JOBS PRIOR TO ENTERING THE ACHIEVE STEP-DOWN INTENSIVE OUTPATIENT PROGRAM

15

SEGMENTATION

16

SEGMENTATION / CLIENT TO BE TREATED

Cody Smith

21

0

Unemployed

High school drop out

Single

0

Palm Beach County, FL

Freedom, individuality

Video games, hanging out with friends

Create a sober lifestyle, reconnect with family,

eliminate relationships with harmful drug-using

friends, find gainful employment

Name

Age

Income

Occupation

Education

Marital Status

Children

Location

Values

Interests

Goals

SEGMENTATION / IMMEDIATE CARETAKER

Jan Smith

45

$50,000

Youth Programs Coordinator

Associate’s Degree

Married

2

Palm Beach County, FL

Dependability, family, order

Scrapbooking, spending time with family

Provide support for Cody, repair the relationship

between Cody and her husband, ensure Cody is a

productive member of society

Name

Age

Income

Occupation

Education

Marital Status

Children

Location

Values

Interests

Goals

18

COMMUNICATION

COMMUNICATION / TONE OF VOICE

FEARLESS,DELIBERATE AND HUMBLE

OUR VOICE IS

20

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

Using short and simple sentences whenever possible

Demonstrating empathy for reader at every opportunity

Using everyday English

Always using all caps for the ACHIEVE name

Always use “loved ones” instead of “family” in all communications

COMMUNICATION / WRITING STYLE

STYLE

ACHIEVE Behavioral Healthcare uses a

predominately informal writing style, with a few

minor adjustments. The ACHIEVE writing style

includes the following:

21

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

ACHIEVE’s continuing care and treatment philosophy is based upon the bio-psychological model of substance abuse treatment, which is also known as the disease concept in addiction treatment.

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

Additional / On request / Regarding / Prior to

Achieve Behavioral Healthcare is Joint Commission accredited.

ACHIEVE exhibits integrity in all of our interactions with clients, family and staff

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 (IOP) / Alcoholics Anonymous

ACHIEVE believes in the disease concept of addiction.

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

Extra / If you ask / About / Before

ACHIEVE Behavioral Healthcare is Joint Commission accredited.

ACHIEVE exhibits integrity in all of our interactions with clients, loved ones and staff.

COMMUNICATION / WRITING STYLE

INCORRECTCORRECT

22

COLOR PALETTE

23

SUNSET ORANGE

PMS 166 CRGB 231/83/0CMYK 4/82/100/0HEX #e75300

COLOR / PALETTE

WHITE

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

STONE GRAY

PMS 432 CRGB 51/62/72CMYK 78/64/53/44HEX #333e48

YELLOW

PMS 1375 CRGB 255/158/22CMYK 0/45/96/0HEX #ff9e16

PRIMARY COLORS ACCENT COLORS

GRAY

PMS 430 CRGB 125/134/140CMYK 54/41/38/4HEX #7d868c

24

TYPOGRAPHY

25

TYPOGRAPHY / PRIMARY

Oxygen Regular should be used for paragraph, body

copy in sentence case. If this typeface is not available,

the acceptable substitute font is Arial Regular.

Oxygen Bold 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 Arial Bold.

Langdon should be used for headline text in all

uppercase. If this typeface is not available, the

acceptable substitute font is Impact in uppercase.HEADLINE

Sub-Headline

This is body copy

26

LOGO

27

LOGO / COMPONETS

The preferred logotype is to be presented

together in Stone Gray (PMS 432 C) and Sunset

Orange (PMS 166 C).

The logotype is Langdon uppercase. The

symbol (icon) may be used without “Behavioral

Healthcare” when size and space dictate.

SUNSET ORANGE

STONE GRAY

Never attempt to recreate the logo – always

use the artwork provided and adhere to the

usage guidelines.

28

GRAYSCALE

LOGO / COLOR VARIATIONS

FULL COLOR ONE COLOR

29

The full color ACHIEVE Behavioral Healthcare 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 ACHIEVE Behavioral Healthcare

logo legible.

The one color ACHIEVE Behavioral Healthcare logo

should be used on dark backgrounds or photos. The

gray scale ACHIEVE Behavioral Healthcare logo should

be used for one color print materials.

LOGO / COLOR VARIATIONS

30

LOGO / CLEAR SPACE

1.25”

150 px

.33”

32 px

The ACHIEVE Behavioral Healthcare 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 inner width of the

opening of the “A” in ACHIEVE (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

ACHIEVE Behavioral Healthcare logo for print or

web may be necessary. In such cases, legibility

should always be your top priority. The minimum

size of the full ACHIEVE Behavioral Healthcare

logo for print should be 1.25 inches (150 px). The

minimum size for web should be no smaller than

32 px (.33 inches).

x

x

xx x

x x

x

x

x

31

LOGO / UNACCEPTABLE USE

Behavioral Healthcare

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.

32

PHOTOGRAPHY

33

PHOTOGRAPHY / STYLE

Photography should reflect what it’s like at ACHIEVE,

what the client and loved ones can expect, and have

the ultimate goal of inciting individuals to contact

ACHIEVE because they can relate to the imagery.

All photography should support the brand

values: faith, enthusiasm, compassion, support,

integrity, accountability and transparency.

The images that work best for ACHIEVE have

a modern style and show males that evoke

compassion, and are relatable. Images can

either be in color or black and white. Use

high quality images, involving a professional

photographer whenever possible.

PRIDE

CONTRIBUTION

PRODUCTIVITY