BRAND BOOK
Brand introduction

Our story
We were born out of a need to make healthcare experiences better.
To understand patients and healthcare providers as people.
See their challenges. Hear their stories.
And to unlock the ways we can make every connection matter.
Our manifesto
For those who treat and those who endure.
We never lose sight of the human experience.

Our brand positioning
TENSION
In healthcare, meaningful experiences are hard to find
WHY WE EXIST
To create meaningful experiences around healthcare decision-making
WHAT WE BELIEVE
Every point of connection matters
WHO WE'RE FOR
Changemakers who view solutions through the lens of the decision maker
HOW WE DELIVER
1. An inclusive and iterative process that instills trust
2. Insight and strategy that provide clarity
3. Meaningful creative solutions that inspire confidence
WHAT WE DELIVER
Creative worthy of sharing
ENEMY
A depersonalized healthcare experience
ARCHETYPE
Magician


Our brand
persona
We are transformation artists.
The work we do is transformative. Not only for us, but for our clients and the physicians and patients they support. When we talk about ourselves, it is always from the perspective of empathy and expertise. Our voice is honest, sometimes playful, and always smart.
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Experienced alchemists: grounded equally in both science and art to produce work that surprises and delights.
Confident, yet humble: we listen before we speak, and we speak with conviction.
Insatiable hunger for knowledge: it’s about the
ride as much as it’s about the reveal.
Our tone of voice
In everything we communicate, we lead with empathy.
We instil confidence by sounding knowledgeable, supportive, direct, and innovative.
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Our sense of humour is bright and clever, never cruel or insensitive.
We take every opportunity to conjure a feeling of wonder and fascination in our approach and our output.

Visual identity
Recognizing the importance and excitement of breaking into the American market, NFA Health wanted to ensure that our name was clear to all. For that reason, we moved forward with the NFA Address Health logo.



FILE TYPES
PNG: Used in digital. Has no background, allowing it to sit on any background it is placed on. A PNG is bitmap, and will pixelate if made larger than the set file.
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JPEG: Used in digital and print. A JPEG is bitmap, and will pixelate if made larger than the set file.
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PDF: Used primarily for print, but can be used in digital / screen. A PDF is vector, so it will never pixelate.
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SVG: Used primarily for digital, but can be used in print. An SVG is vector, so it will never pixelate.​
How to use our logo

Allow the width / height of one "O" of the logo to be placed around the logo. The size of the "O" will change depending on the size at which you choose to use the logo. Whatever the logo scale is, the "O" scale will be the same. This is done to ensure that nothing crowds the logo in a given layout.
Do not do any of the following examples: skew the type, change the proportions of the type, stretch the type, change the colours, or use it on a background that makes it hard to read. There is more detail on backgrounds below.





Examples of how to use our logo can be found in the Brand Templates section below.
A brand is nothing without their colour palette. We use vibrant and lively colours to bring life and modernity to our new brand. Below is a breakdown of the colours. Note that CMYK values will be determined in the future.
electric teal
HEX 00FFEA
RGB 0 255 234
CMYK XX XX XX XX
bright purple
HEX 8650FF
RGB 134 80 255
CMYK XX XX XX XX
midnight purple
HEX 1E0C6B
RGB 30 12 107
CMYK XX XX XX XX
Secondary Colours
lilac purple
HEX E3D8FF
RGB 227 216 255
CMYK XX XX XX XX
light purple
HEX F5F2FF
RGB 245 242 255
CMYK XX XX XX XX
bright white
HEX FFFFFF
RGB 255 255 252
CMYK 0 0 0 0
Examples of how to use our colours can be found in the Brand Templates section below.
COLOUR PROFILE DEFINITIONS
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HEX: Used in digital. Stands for Hexadecimal, a form of HTML colour code. It is the preferred form of digital colour communication as it only requires six numbers / letters.
RGB: Used in digital. Stands for Red (R), Green (G), and Blue (B).
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CMYK: Used in print. Stands for Cyan (C), Magenta (M), Yellow (Y) and Black (K).
Type says a lot about a brand before even reading the words. We have two fonts in our brand - Poppins for the majority of copy, and Yellowtail as an accent font. Below is a breakdown of their typefaces and how to load them.
Poppins
Poppins Light
Poppins Regular
Poppins Italic
Poppins Medium
Poppins Medium Italic
Poppins Semibold
Poppins Semibold Italic
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Poppins Bold
Poppins Bold Italic
Poppins Extra Bold
Poppins Extra Bold Italic
Poppins Black
Poppins Black Italic
yellowtail
Yellowtail only has one weight, as it is a display font (i.e., not meant for more than 1 or 2 words at a time), and is therefore not used extensively.
Examples of how to use our fonts can be found in the Brand Templates section below.
DEFINITIONS
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Font: Think of a font as an album with a collection of songs. For example, saying “Arial” would refer to the whole font family.
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Typeface: Think of a typeface as a single song on an album. For example, Arial Light, Arial Bold, or Arial Regular are all typefaces referring to a specific weight in that font family.
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HOW TO LOAD FONTS
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Download: Click the button(s) above and download the typeface to your preferred location.
Install on Mac:
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1. Unzip the downloaded file(s). Keep the folder and delete the original zipped file.
2. Open the Font Book app on your computer. This is native to all Apple computers.
3. Select All Fonts tab in Font Book and drag the full font folder into this window.
4. Restart Font Book and the program you will be using the font in to ensure the addition registers.
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The font is now in your system, so you can delete the font folders if you choose.​ You can also add these fonts into the My Fonts section or create Collections to organize them in Font Book.
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Install on PC:
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1. Unzip the downloaded file(s) by right-clicking the .zip folder and then clicking Extract.
2. Right-click the fonts you want and click Install.
3. If prompted to allow the program to make changes to your computer, and if you trust the source of the font, click Yes.
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All fonts are stored in the C:\Windows\Fonts folder. Optionally, you can add fonts by simply dragging font files from the extracted files folder into this folder. Windows will then automatically install them. To see what a font looks like, open the Fonts folder, right-click the font file, then select Preview.
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You can also see your installed fonts via the Control Panel. Depending on your version of Windows, you will go to either Control Panel > Fonts or Control Panel > Appearance and Personalization > Fonts.
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A large part of the brand is our backgrounds, as they set the stage for the content that lives on them. We have established two different types of backgrounds - gradients and gears.
The gradients add texture, vibrancy, modernity and a punch of gorgeous colour. They are used in different ways with different content to help determine the hierarchy of messaging and imagery on a given slide.
Gradients







The gears are a nod to the movement and forward trajectory of technology intertwined with nature. We added the gears to the gradients in the brand to allow for some variations and flexibility to hold content.
Gears




Examples of how to use our backgrounds can be found in the Brand Templates section below.
We use AI-generated illustrations to bring the worlds of nature and technology together. The juxtaposition not only represents the work that we do at NFA Health, but also the work that our clients do.
Creative





Disease States





Human Touch








Process
+ Growth





Strategy
+ Research


Examples of how to use our illustrations can be found in the Brand Templates section below.
We use photography in cases where we feel more than our custom illustrations are needed. Below are examples of how we use photography.
Showing Humanity

We use photography in combination with our brand gradient to bring a human aspect to pitches when it best suites a client or disease state. These are chosen on a case-by-case basis. ​​
Content Support

Our team often uses inspirational imagery to help support their message or concept. They are often chosen from Unsplash and Pexels, which are free resources. ​
Mood Setting

We use mood boards with a mix of photography, type, illustration, and iconography to get our conceptual thinking across before we move on to fleshing out full concepts.
Examples of how to use our photography can be found in the Brand Templates section below.
External
Our brand lives in many places, but more often in our presentations to our existing clients as well as to our potential new ones. Below you will find a link to the external document templates, built in Google Slides.
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Be sure to make a copy of the file and save it to your project folder on the drive when you open it, as these need to remain as templates for others to use.

PITCH / RFP DECK
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This template is used to impress and speak to potential new clients. You will see instructions throughout on how to use it and how to choose what slides work best for your purposes.

CLIENT PRESENTATION DECK
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This template is used to present work to our existing clients.
Internal
Our internal templates allow us to communicate with our team and keep everyone up to date. There are also standard document like our briefs, copy decks, and letter heads.

NEW TEAM MEMBER WELCOME DECK
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When a new team member starts, we want to be sure that they have everything they need at their fingertips. This welcome deck is to be customized by their manager and be ready for their start date.

HUDDLE DECK
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This template is for the Monday / Tuesday Huddle meetings that the NFA Health team has to catch up on new business, new work, new process, creative, project updates, and vacation alerts.

CREATIVE BRIEF
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This is the Creative Brief template, used to brief Creatives after being written or review by Strategy, and approved by the client.

COPY DECK
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This is our internal copy deck template used by our Writers and Editorial team.

LETTERHEAD
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For cases when we need to communicate with clients or external partners outside of email, we have two letterhead design options to choose from.