This brand standards document explores the messaging, visuals, and expression of Athletity, a physical therapy and performance lab. The document provides guidelines on the brand message, design and visuals, wording and content, and how to embody the brand. It establishes that the brand aims to empower clients and make them feel like a valued teammate on their journey to peak physical performance. The document also provides direction on colors, fonts, imagery, and tone of voice to maintain a consistent brand identity.

2. This brand standards document explores
the message, visuals, and expression
of…
1. Brand Message
2. Design & Visuals
3. Words & Content
4. Live Your Brand

3. The moodboard was
curated to express the
“mood” of the brand and to
inspire the visual decisions.
The desire to discover
the spark inside you
propels you forward.
Building a bond through
sweat, determination,
willpower
you succeed at life,
together.
An athlete lifestyle is not
measured by wins
but by the
life you are able to live.
Sources:
Top left: Shutterstock
Top Right: theberry.com
Small circle: crushculdesac.tumbler.com
Big circle: Ken Grieger
Bottom left: Luxquotes
Bottom right: Julieblanner.com

5. Athletity is a physical therapy and performance lab where
individuals are a valued teammate on their path to be their peak
physical performance.
Our goal is to launch a physical therapy and performance lab
and maintain 10 visits per week for the initial 6 months.
The Athletity Experience.
You are treated as a respected team member in this process from
day 1. You will be educated on the source of your pain or injury
and all exam findings of your muscle and joint health. Discussion
of solutions and treatment options will allow our expert advice to
guide your decisions. By having complete attention and
treatment tailored to your exact needs you will see results faster
than other methods. Discover the difference at Athletity and get
back to being an every day warrior.
Attentive, one-on-one care by Physical Therapists is our way. We
avoid spending appointment time doing things you are capable
of doing by yourself. We offer online strength training programs
for runners. We provide biannual performance assessments for
muscle and joint health.
01

6. Our goal is to provide physical therapy and enhance
human performance of active individuals.
We are passionate about everyone having a choice
to have an active lifestyle without their body holding
them back.
When they encounter our brand, our audience FEELS:
empowered, supported, capable, energized, worthy,
renewed, fearless.
We are: strong, driven, helping, expert, caring,
friendly.
01

7. We believe you are special, there is no one else just like you. You
will always be a respected teammate.
Taking time for yourself is not a luxury, it’s a necessity. You
provide maintenance for everything else in life, your body
deserves even better.
We believe being an athlete is a lifestyle, not a phase of life. You
don’t have to win a race or play a sport to be an athlete. Do you
compete against yourself to be better? An athlete is a mindset.
Not everything is easy. Hard work and persistence are required
on our journey of life.
01

9. I have a history of connecting with patients and making
them feel listened to, understood and important. I have
worked with soldiers, world class athletes and every day
warriors juggling life’s responsibilities while injured. I
have the skills to get people better fast and on a tight
time schedule. I know how to help others heal with
individual and group treatments. My natural cheerleader
motivates and inspires patients. My business model
allows normal constraints of insurance to be lifted freeing
my time to be focused solely on the person in front of me,
not paperwork. I prefer the relationship to be that of a
coach and athlete working as a team to create a warm,
supportive, motivated environment.
01

11. 02
Fjalla One is a simple font
using strong letters with
soft edges for the primary
name. The subtitle uses
Imprima font to add
distinction. Tagline should
be Fjalla One to convey
strength.

12. The primary color is teal to evoke
feeling of energy, harmony and
balance. Gray/Tan tone is used for
accents. Red-orange tone is used for
calls to action. Red-orange
demonstrates strength and
confidence.
#2FC49A
#D3EFE3 #AAE3D2 #81d9c0 #58D0AD
#EDEAE5 #CECEC4 #F6D5CE #EA8E7F
02
#eda34e #751d11

13. The colors displayed
here are for use as
backgrounds or font
colors.
#ddd4c5 #F8F4EB
02
50%
#FAF9F3

14. Patterns used will be
with primary brand
colors in bold geometric
designs. Most will be
chosen and adapted
from 1920s Art Deco
Theme.
02

15. Body: Imprima
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
The clear distinct lines of
Signika display the hero
archetype and give a
feeling of distinction.
Imprima is for body text
which brings softer curves
for a friendliness feeling.
Fjalla One has more bold
lines for accents.
02

16. This is a description paragraph. It explains the purpose of the
page and describes the title to the left.
1.Example
2.Example
3.Example
4.Example
This is a description paragraph. It explains the purpose of the
page and describes the title to the left. This is a description
paragraph. It explains the purpose of the page and describes
the title to the left.
• Example
• Example
• Example
This page shows the fonts
working together to display
contrast and are easily readable.
Headline: Signika,
if large headline-Signika bold
Body: Imprima
Accent: Fjalla One
02

18. Realistic image. No filters.
Proper age range.
Great vibrant colors.
Strength shown appears attainable and
motivating. She is strong but not
appearing as a body builder.
Showing determination and
effort of faces. Inspires you to
move.
02
Images will show every
day people who enjoy
being active. Running
and weight lifting will be
a focus when showing
activity. Healthy, vibrant,
loving life.

19. Poor lighting Filters and lighting. Not your average every
day athlete. No body builder images.
Filters applied, blurred
background
Wrong age demographic.
Unrealistic exercise location.
Exaggerated smile.
02
Images of extremely fit
individuals which display elite
level are not a fit. Overly posed
pictures or heavy filters are
not appropriate. Avoid nature
pictures not native to Ohio
landscape (oceans,
mountains.)

21. 04 Content and communication from Athletity
should be clear, friendly and reassuring. The
guidance and expertise coming from a coach
intertwined with the support and motivation
from a cheerleader. Patients will feel listened to,
believed in and challenged.
Examples should include stories of people like
them who overcame physical obstacles and
pain to live the active lifestyle they choose. Stats
and measurable data will be used to
demonstrate small victories of progress each
appointment and long term.
You’ll sound:
• Relaxed not careless
• Informative not authoritative
• Uplifting not phony
• Hospitable not transactional

22. 04
WE WOULD SAY
Hi, Jen! (first name)
WE WOULDN’T SAY
Hey Champion
WE WOULD SAY
Tell me about your last workout.
(Note relationship building)
WE WOULDN’T SAY
What was your pain level with that?
(Purely transactional)

23. • Stay Fearless.
• You are worth it.
• Find your SPARK and continue on your path of
greatness.
• Energize your soul.
• Driven. Unbreakable. Every day Warrior.
• A fierce spirit within won’t allow an injury to
win.
• Be unstoppable.
• Being an athlete is a mindset.
• Energize
• Warrior
• Spark
• Renewed
• Warrior
• Mighty
• Capable
• Fearless
• Active
• Encouraged
• Empower
• Who can you inspire today?
04

24. Other Options
-Skillfully eliminating movement barriers to your active lifestyle.
-All-inclusive treatment to fix injuries, get rid of pain and get you active.
-Strive to see what you are capable of.
-Reclaim your active lifestyle.
-Together pushing past obstacles to reach greatness.
-Focused care for max movement capability.
04

25. Hi, I am Dr. Shari. I am a specialized Physical Therapist who helps
active people recover from injuries and improve their physical
level so they can continue living the lifestyle they love.
Hi, I’m Dr. Shari, a Physical Therapist and a board certified
Orthopedic Specialist. I can find the source of your pain or
limitation and provide specific treatments to keep you active. I
believe time spent on ourselves is not a luxury, but a necessity.
Download your free e-book below for 3 ways you can use ice to
reduce pain.
I am a Doctor of Physical Therapy and one of only 300 board
certified Orthopedic Clinical Specialists in Ohio. I can find the
source of your pain, discover muscle imbalances and provide a
clear plan to keep you active.
In my eyes, being an athlete is a lifestyle, not a phase of life. You
should be as active as you wish without your body holding you
back.
My previous experience is with rehabilitating soldiers to return to
running and performing at the highest levels. I have never been
an elite athlete, but I enjoy challenging myself to see if I can do a
little more each workout than I set out to do.
Click below for free Ebook on how to train without injury
disruption.
01

26. I started out in a busy orthopedic clinic in Tennessee, seeing 3-4
patients at a time. After 7 years of college, my heart sank
realizing the quality of care provided was subpar. This method of
the clinic caused patients to be just a number, there was not
enough time to provide the best care. Feeling frustrated and
wanting to make a difference, I transitioned to a facility treating
active-duty soldiers. While there, I treated over a thousand
soldiers. Some had combat injuries, although most were
sidelined with overuse injuries from constant running and lifting
during training.
I perfected my skills treating active people who had busy
schedules and jobs to do, just like you. I want to bring the best
level of care and healing possible to every person, because you
DESERVE it.
During high school, I was plagued with frequent ankle sprains.
Each time, I was told to do the same 3 exercises, ice and put on
crutches. After the initial advice I was never told how to adjust
those exercises or return to sport. I was left to guess. I’m sure you
have guessed your way through returning from injury not
knowing exactly what to do. It’s frustrating. I have a passion for
guiding others through this healing process to save them time.
Proper recovery from injury needs to include measures to avoid
dealing with the same issue in a few months. Time training for a
race and competition is stressful enough, let alone when your
outlet of stress is interrupted.
01

27. STORIES
Discuss gardening, family travels, baking.
Fred with episode of rib pain. Amy with elbow tendonitis limiting
ability to weight lift.
The importance of individualized care.
My view of healthcare completely changed after my first
appointment at an OB office when I was expecting my second
child. I approached the desk to check in and was told “take a
number, sit down”, I could not even say “hi, I’m here” without
taking a number. Was I at the deli? When the appointment
started it consisted of 20 minutes of rapid fire questioning. I felt
unheard. I was frustrated. I was told if I chose to work with a
midwife, I would share appointment times with a group of 20
other women in similar stages of pregnancy. When did I become
just a number? Why did I have to share a personal experience
with complete strangers? Medical systems had gone too far. At
that moment, I knew I could never again provide care to patients
that made them feel like only a number. Every single person
deserves to have care based on their specific needs, wants and
concerns.
01

28. Break down the current research in basic terms and paraphrase
the results.
Explain how to increase mileage, proper stretching and running
shoe information as it relates to beginner runners.
Provide easy instructions on ice massage, contrast bath and
traditional icing. Include examples of ideal situation to use each.
04

30. Create squarespace site in addition to landing page. Landing
page will be used for building list until full launch. Goal to have
30 emails on list at time of launch.
Write 5 PDF long form content that will be used on blog or in
exchange for email. Write 10 short form (no more than 2
paragraphs) of content to be shared on social media or blog.
Build relationships with MMRT run group, Jamie B, Crossfit Box
owners, local personal trainers and massage therapists.
Determine Sublease space. Order and acquire bare necessity
physical items for practice.
Set up systems for scheduling, payment, Super Bill receipt. Make
all templates for medical history, evaluation, follow ups, goal
sheets, discharge summary. Have all HIPPA, patient consent,
physician notice, no show policy and other legal documents in
order. Complete entire program of patient experience and all
necessary documentation. Essentially create clinic SOP manual.
01

31. • Avoid focusing on large audience, find your people and
cultivate relationships
• Appealing only to elite level athletes
• Email too often unless in the beginning client phase
• Take on lease of larger space than needed
• Promote sale or product on main FB page (ads only)
• Free challenge is an exception
• Promote at health fairs
• Advertise directly to High School Athletes
• Open on Holidays. Family time for all is a priority.
• A facility for those over 65 or those with neurological disorders.
• An authority figure over clients
• A “generalist” clinic.
05