Phillips Strickland House

Style Guide
Brand Identity

Brand Voice
Phillips-Strickland House leans into its traditional heritage and values and finds its voice in being a pillar in the
Bangor community. PSH residents choose PSH for its price transparency, its traditional culture and its exceptional
care.

Brand Experience
At Phillips-Strickland, residents are still getting the most out of life. Life can be considered in thirds, and while
our residents may be in their last third of life they are making the most of it. At Phillips-Strickland, residents
decorate their rooms, enjoy movies, make art, chat over delicious meals, and enjoy their hobbies such as antiquing.
Residents at Phillips-Strickland receive assistance with daily living activities, therapeutic and recreational activities,
and the loving care of certified staff ensures each resident is able to live their life to its fullest.

Brand Grammar
Phillips-Strickland’s grammar should be correct, reflecting its traditional heritage. Sentences should be complete,
punctuation should always be used, and slang should not be used.

“What we say vs what we don’t”

At Phillips-Strickland is not a nursing home, it is a high-quality residential care center, offering maximum
independence to residents.
 Target Audiences

Primary Target Audience

Our primary target audience should be potential residents of Phillips-Strickland House and Boyd Place, as well as
their adult children. These potential residents are primarily residents of the greater Bangor area in their late 60s and
upwards with a strong interest in maintaining a more independent and fulfilling lifestyle.

Secondary Target Audience

For our secondary target audience, we will be targeting young adults. The aim with this is to make sure that the entry
level ancilary positions are filled to improve resident experiences at mealtime. Further, these employees may help to
promote brand awareness by making their families aware of Phillips-Strickland house and Boyd Place.
Colors

Primary colors

Pantone 188 C Pantone 465 C RGB 255/250/236

RGB 121/36/47 RGB 189/150/92 CMYK 0/1/7/0
CMYK 33/92/73/38 CMYK 26/40/73/3 HEX fffaec
HEX 79242f HEX bc955c

Secondary Colors

Pantone 7434 Pantone 7473 C Pantone 449 C

RGB 159/50/89 RGB 24/152/139 RGB 84/70/39
CMYK 32/93/47/13 CMYK 81/19/52/2 CMYK 53/57/87/47
HEX 9e3159 HEX 18988b HEX 544627
Typography

Georgia For use as titles and headlines, and with the logo

Roboto Condensed Italic For use as subheads

Roboto Condensed For use as interactable elements, phone numbers, and body copy
Typography

Georgia abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
Roboto Condensed Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
Roboto Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
 Logo Guidelines
General Notes:
Documents should be designed to
allow for a prominently placed and
visible logo.
When using the logo, do not rotate or
distort it, or place it on a backround
without enough contrast.
Printing Notes:
When having the logo used on a
professionally printed document, use
the highest resolution version of the
logo that is availabe, and if possible,
use a version that is in EPS format.
Web Notes:
When using the logo on the web, use
a PNG file. Resizing a PNG file in a
photo editing software will result in
a loss in quality, so avoid resizing if
possible.
Contact Information

One Circle Agency

1 College Circle
New England School of Communications
Bangor, ME 04401

onecircleagency@husson.edu

207.111.111