Style Guide

This guide is designed to help the department create a consistent online visual style and voice, while also allowing the divisions to tell their own unique stories that enhance the brand and the mission.

The Department Brand Archetype

The Caregiver

  • Goal: To care for and protect others
  • Traits: Caring, maternal, nurturing, selfless, generous, compassionate
  • Marketing niche: Help people care for themselves, serve the public through healthcare, education or programs
  • Messaging: Should create an emotional connection
  • Descriptive words: Compassionate, dependable, helpful, caring, supportive
  • Examples: Johnson & Johnson, Campbellā€™s Soup