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Family Reach Creative Expression 2020

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

Who we are

Financial Support for Families Facing Cancer

Family Reach is a national organization dedicated to eradicating the financial barriers that accompany a cancer diagnosis, a widespread issue known as Cancer-Related Financial Toxicity (CRFT). We work with patients and healthcare professionals at more than 400 top-tier hospitals and cancer centers, striving to reach more families before they hit critical financial breaking points. Through our solutions-oriented Financial Treatment Program, nationwide events, strategic partnerships, and generous community support, we disrupt how cancer financially affects families.

Table of Contents

Logos

Official logo

family_reach_logo_cmyk_trademark
family-reach-logo-stacked
white-logo-regular4x
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white-logo-regular4x
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Reach Athletes

reach-athlete_rgb_onwhite
reach-athlete-white-logo
reach-athlete-white-logo

LiFT Network

lift-logo-tagline4x
artboard-12x-8
lift-network-no-tagline-logo-white-2x-8

Hope for the Holidays

logo-h4h-
logo-h4h-

Photography style & tone

Authentic
emma-thank-you-sign-copy
familyreachoct2018-0114
Serious
dsc_0089
Matt and Yi, cancer-fighting family in the park
Fun
familyreachoct2018-0173
frchildhoodcancer
Celebratory
Lee jumping for joy at the halfway point!
maria-boston-marathon
High quality
paisley
cj-memphis-right

Colors

Green
  • Hex: 85c446
  • RGB: 133 196 70
  • CMYK: 0.32 0.00 0.64 0.23
Purple
  • Hex: 824B87
  • RGB: 130 75 135
  • CMYK: 0.04 0.44 0.00 0.47
Gray
  • Hex: 646e7b
  • RGB: 100 110 123
  • CMYK: 0.19 0.11 0.00 0.52
Light Gray
  • Hex: A8A8A8
  • RGB: 168 168 168
  • CMYK: 0.00 0.00 0.00 0.34
Accent Gray
  • Hex: f9f9f9
  • RGB: 249 249 249
  • CMYK: 0.00 0.00 0.00 0.02
Black
  • Hex: 232323
  • RGB: 35 35 35
  • CMYK: 0.00 0.00 0.00 0.86
Hope for the Holidays Blue
  • Hex: CAE5FF
  • RGB: 202 229 255
  • CMYK: 0.21 0.10 1.00 0.00

UI elements

Boxes & containers

  • Corners rounded 12px
  • Black drop shadow with .2 alpha
  • 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 contrasting text colors

Use contrasting text colors

Dividers

  • Thine 1px gray lines
  • Playful dots – use brand gray
  • 30% width for thick bar seperator

Buttons

  • All caps bolded text
  • Hover animation should be subtle, but present to show interactivity
  • Black drop shadow with .2 alpha
  • Rounded corners 6px
  • Text color should contrast button color
  • Icons can be added, above (outside) or inside the button (left)

Iconography

  • Brand colors can be used interchangeably to fit the needs of the content or page
  • Icons should not be complex or overly illustrative.
  • Black drop shadow with .2 alpha

Illustration

swiejko-flowers_43_2
swiejko-flowers_43_4
swiejko-flowers_43_11
new-ornament-purple
purple-ornament
h4h-thumbnail

Typefaces

Montserrat

Lorem ipsum is simply placeholder text
  • Headers

  • Call attention to short sentences with larger text

  • Avoid using for extended passages

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
900
800
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Arial

Lorem ipsum is simply placeholder text
  • Body copy

  • Long paragraphs

  • Do not use for headers

Use for body copy (web safe). Avenir is used for our print materials.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Extra Bold
Bold
Regular

Nanum Pen Script

Lorem ipsum is simply placeholder text
  • Use for headers for added flare

  • Avoid over-using

  • Do not use for body copy or extended passages

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Bold
Regular

Headers

Header 1

Lorem ipsum is placeholder text commonly used in the graphic, print, and publishing industries for previewing layouts and visual mockups.

Header 2

Lorem ipsum is placeholder text commonly used in the graphic, print, and publishing industries for previewing layouts and visual mockups.

Header 3

Lorem ipsum is placeholder text commonly used in the graphic, print, and publishing industries for previewing layouts and visual mockups.

Header 4

Lorem ipsum is placeholder text commonly used in the graphic, print, and publishing industries for previewing layouts and visual mockups.

Header 5

Lorem ipsum is placeholder text commonly used in the graphic, print, and publishing industries for previewing layouts and visual mockups.

Header 6

Lorem ipsum is placeholder text commonly used in the graphic, print, and publishing industries for previewing layouts and visual mockups.

Tone and Voice

Guest Blogging Guidelines

We’re opening the Family Reach blog up to different voices so we can dive deeper into a wider range of topics and share more perspectives with our readers. Plus, we’re thrilled to offer you a platform to share your expertise with a new audience.

Thank you for adding your voice to our blog! Here’s everything you need to know before you start writing:

swiejko-flowers_43_5

Manifesto

We see you.

Forced to choose between your health and your home. Scaling back groceries.

Cutting your meds in half so you can turn the electricity back on. Hoping to catch up on rent next month.

We see you standing outside the emergency room at 4 AM, trying to judge exactly how bad the fever is. Wondering if you can afford to wait a few more hours. Knowing an ER co-pay will pull you even further behind on your mortgage. Imagining for the first time in your life that foreclosure is in your future.

All because you were dealt the cancer card.

We see past your diagnosis – we know that behind the words patient, sick, cancer, there is a family. A family whose only worry should be getting to the other side of cancer.

Because we believe everybody deserves a fair shot.

We believe the system is broken.

We believe the system failed YOU. You did not fail your family.
We believe that you are not alone, and that together, we can fix this.
We believe in solutions that promise you, and every family after you, only one choice, to focus on your health.

We’re not afraid to fight for you, because that’s what families do.

We are Family Reach.

We are...

obsessed
pioneering
scrappy
tenacious
fearless
We are...