Family Reach Creative Expression

An overview of our brand voice, feel, and design.

About Family Reach

Family Reach is a 501(c)(3) nonprofit that provides non-medical financial support to families facing cancer. Treatment requires more than medicine — families need a roof over their heads and food on their tables to survive. If a family can’t meet these basic needs, cancer treatment takes a back seat. We work with patients, providers, and community organizations to challenge the systems that force families to choose between their health and their home. Together, we’re making financial treatment a standard of cancer care.

Logos

Download logo files

Official logo

FR logo
Family Reach Logo

Colors

Primary colors
Green

#85C446 | RGB 133,196,70 | CMYK 32,0,64,23

#9DD06B | RGB: 157,208,107 | CMYK: 25,0,49,18

#B6DC90 | RGB: 182,220,144 | CMYK: 17,0,35,14

#CEE7B5 | RGB: 206,231,181 | CMYK: 11,0,22,9

#E7F3DA | RGB: 231,243,218 | CMYK: 5,0,10,5

#50762A | RGB: 80,118,42 | CMYK: 32,0,64,54

Purple

#824B87 | RGB: 130,75,135 | CMYK: 4,44,0,47

#9B6F9F | RGB: 155,111,159 | CMYK: 3,30,0,38

#B493B7 | RGB: 180,147,183 | CMYK: 2,20,0,28

#CDB7CF | RGB: 205,183,207 | CMYK: 1,12,0,19

#E6DBE7 | RGB: 230,219,231 | CMYK: 0,5,0,9

#4E2D51 | RGB: 78,45,81 | CMYK: 4,44,0,68

Navy blue

#30476E | RGB: 48,71,110 | CMYK: 56,35,0,57

Use for headers

#596C8B | RGB: 89,108,139 | CMYK: 36,22,0,45

#8391A8 | RGB: 131,145,168 | CMYK: 22,14,0,34

#ACB5C5 | RGB: 172,181,197 | CMYK: 13,8,0,23

#D6DAE2 | RBG: 214,218,226 | CMYK: 5,4,0,11

Colors

Secondary colors
Blues

#00ACC2 | RGB: 0,172,194 | CMYK: 100,11,0,24

#A0D9D8 | RGB: 160,217,216 | CMYK: 26,0,0,15

#C6E8E8 | RGB: 198,232,232 | CMYK: 15,0,0,9

#ECF7F7 | RGB: 236,247,247 | CMYK: 4,0,0,3

Black

#444444 | RGB: 68,68,68 | CMYK: 0,0,0,73

Use for body copy

Accent Grays

#EAEAEA | RGB: 234,234,234 | CMYK: 0,0,0,8

#F9F9F9 | RBG: 249,249,249 | CMYK: 0,0,0,2

Typography

Montserrat - Headers

Bold
SemiBold
Medium
Normal / Regular

Open Sans - Body copy for WEB

Bold
Regular

Proxima Nova - Body copy for PRINT

Bold
SemiBold
Regular

Brand Elements

Boxes & containers

  • Corners rounded 16px
  • Roughly 15px of padding—give content room to breath
  • Brand colors can be used interchangeably to fit the needs of the content or page
  • Text colors should contrast with the container
  • Use rounded corners for photography, callout boxes, and CTA buttons

Buttons

  • Always use sentence case
  • Montserrat Semibold
  • Hover animation: Shrink on Elementor
  • Rounded corners – Border radius 16px
  • Color should be purple with white text or navy with white text
Purple button
Navy button
Inactive button

Iconography

Updated-Icons-2023-04

Illustration

Brand Tone and Voice

In general, Family Reach messaging should always be thoughtful, intentional, and compassionate. Our storytelling often has a positive spin, either in offering hope to families facing cancer, empowering our general audience to make a difference, or inspiring someone to collaborate with us.

We don’t use stuffy phrases or jargon unless we know we’re speaking someone’s specific language. Instead, Family Reach is relatable, approachable, and grounded in gratitude.

When speaking to specific audiences, we lead with different elements of Family Reach’s tone and voice:

    • Patient/Caregiver Audience: Understanding, compassionate, supportive
    • General Audience: Casual, informative, motivating
    • Strategic Audience: Visionary, courageous, passionate