Greatist Brand Guide 2022
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GREATIST
BRAND GUIDE
This brand book is designed to communicate
who we are and how we show up in the world.
We take pride in our brand and how we support
people; to make sure that we’re always doing so
consistently, we decided to make it official.
We’ll begin by looking inward, understanding
what we believe in and what we stand for. Then
we will use that to inform how we bring that
ethos to the eyes and ears of everyone who
interacts with Greatist.
With this document as our guide, we can move
forward with intention and focus, helping to
reinforce our messaging and working together to
create a healthier, happier, more fulfilled world.
Hi there.
We’re Greatist.
Brand Strategy
05 Our Story
06 Our North Star
07 Our Purpose
08 Our Attributes
10 Our Positioning
11 Our Audience
13 Our Benefits
14 Our Manifesto
15 Brand Platform
Brand Elements
17 Logo
20 Typography
22 Color Palette
24 Pattern
Application
25 Photography
37 Illustration
51 Website
BRAND
STRATEGY
Greatist began in 2011 with the simple
goal of becoming a wellness-focused
destination that makes people feel better
about themselves, even when they are just
beginning their journey towards health.
That’s because we believe that hope
and a sense of possibility are key tools
for anyone seeking to become healthier,
stronger, or happier.
We’ve long strived to speak in the voice
of a trusted, knowledgeable friend,
someone just a bit further along on the
pathway to wellness. And when we joined
the Healthline Media team in 2019, we
were able to tap into a large and diverse
community of medical experts, to better
ensure that our articles are as reliable as
they are readable, and as inclusive as they
are informative.
OUR STORY
We believe that any step towards better
health—whether physical, emotional,
social, or spiritual—is a step towards
better living that can extend to every
aspect of a person’s life. And we know
that making positive change on a
personal level can inspire people to make
bigger changes in the world around them.
Greatist
stands for
growth.
OUR NORTH STAR
Greatist exists to
empower people
to explore and
celebrate what’s
good for them.
We’re not big fans of the old saw, “No pain, no gain.” On the contrary,
it’s our belief that the path to feeling good should feel, well, good, right
from the very first step. That’s why we aim to inspire people to joyfully
become their own “Greatist” selves.
OUR PURPOSE
OUR ATTRIBUTES
Greatist
is BOLD.
We’re on the cutting edge
of wellness, and we’re not
afraid to take a stand…or
stand out.
Greatist is
GENUINE.
We’re real people, with all the
diversity and messiness that
implies, and we know that our
audience is, too.
Greatist
is WHIP-
SMART.
We really geek out on
information—if we don’t
know something, we know
who does—and we present
it in a clever, appealing way.
OUR ATTRIBUTES
WHIP-SMART.
We are both
witty and
deeply wise.
How it comes to life: Rigorously
researched by our team, and
medically reviewed by our
experts, all of our content is
highly credible. But we still
present it with a point of view
that’s appealing and clever, not
just flatly intellectual. We
know that everyone’s time
is limited, and we want
to deliver value on
multiple levels.
BOLD.
We don’t
follow trends–
we create them.
How it comes to life: We are
deeply engaged with the world
of wellness, which allows us to
recognize, and even generate,
new ideas that are going to make
a big impact, well ahead of the
crowd. And we take positions
that place us at the forefront of
the industry, and to encourage
people to come along.
GENUINE.
We don’t judge
sugarcoat, or
pretend to
know it all.
How it comes to life: We know
that our readers are a huge,
diverse community, with their
own needs and challenges.
And we know that sometimes,
especially when it comes to
the pursuit of better health, the
perfect can be the enemy of the
good. So we work hard to help
people choose the route that’s
right for them.
OUR POSITIONING
We’re not into woo-woo. Instead, we’re all about actionable,
evidence-based ideas that people can work into their very
busy lives. (We even help them figure out how to do it.)
Greatist offers
real-life wellness
without the BS.
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