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BRAND BOOK

Brand introduction

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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.

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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
Change makers 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

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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, always smart.

Experience 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.

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.

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Visual identity

Our logo

Recognizing the importance and excitement of breaking into the American market, the NFA Health wanted to ensure that our name was clear to all. We move forward with the No Fixed Address Health logo for that reason.

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Our 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.

JPEG: Used in digital and print. A JPEG is bitmap, and will pixelate if made larger than the set file.

PDF: Used primarily for print, but can be used in digital / screen. A PDF is vector, so it will never pixelate.

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 is. 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.

Our colour palette

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 colour can be found in the Brand Templates section below.

COLOUR PROFILE DEFINITIONS

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, Green, Blue. It is broken down by Red value, Green value and Blue value. 

CMYK: Used in print Stands for Cyan, Magenta, Yellow and K = Black. It is broken down by a Cyan colour value, Magenta colour value, Yellow colour value and K = Black colour value.

Our fonts

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

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

Font: Think of a font as the album in the music industry. It is the full collection of songs. Example: Arial. We say "font" when referring to the whole font family.

Typeface: Think of a typeface as a song on an album. Example, Arial Light or Arial Regular or Arial Bold. We say "typeface" when referring to the specific weight in the font family. 

HOW TO LOAD FONTS

Download: Click the button(s) above and download the typeface your preferred location.

 

Install on Mac:

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.

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.

Install on PC:

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. 

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. 

You can also see your installed fonts via the Control Panel. Depending on you version of Windows, you will go to either Control Panel > Fonts or Control Panel > Appearance and Personalization > Fonts.

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Our backgrounds

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 background — 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

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

Gears

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Examples of how to use our backgrounds can be found in the Brand Templates section below.

Our illustrations

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

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Disease states

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Human Touch

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Process
+ Growth

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Strategy
+ Research

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Examples of how to use our illustrations can be found in the Brand Templates section below.

Our photography

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

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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

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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

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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.

Brand templates

External

Our brand lives in many places, but more often in our presentations to our existing clients as well as potential new ones. Below you will find a link to the external document templates, built in Google Slides. 

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 other to use.

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PITCH / RFP DECK

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.

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CLIENT PRESENTATION DECK

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.

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WELCOME DECK

When a new team member starts, we want to be sure that they have much of what they need at their fingertips. This welcome deck is to be customized by their manager and be ready for their start date.

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HUDDLE DECK

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.

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CREATIVE BRIEF

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

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COPY DECK

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

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LETTERHEAD

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

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