Healthline Brand Guide 2022
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Brand Guide
We’re Healthline.
This brand book is designed to communicate
who we are and how we show up in the world.
It starts by looking inwards, understanding what
we believe in and what we stand for, and then
uses that to inform how we bring that ethos to
the eyes and ears of our audiences.
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 stronger, healthier world.
BRAND STRATEGY
4 Our Story
5 Our North Star
6 Our Positioning
7 Our Purpose
8 Our Attributes
10 Our Audience
12 Our Benefits
13 Our Manifesto
14 Brand Summary
BRAND ELEMENTS
16 Logo
23 Typography
25 Color Palette
APPLICATION
28 Photography
35 Illustration
40 Collage
41 Medical Illustration
42 Product Crops
44 Infographics
45 Website
Healthline was created with the goal of becoming
an encyclopedia of health resources. But as we
started to understand what our audiences were
seeking — and saw the overwhelming amount of
unreliable information that was already out there
— we realized that we could be so much more.
And so we set out with new goals. Discovering
what people needed the most from their health
and wellness content. Creating experiences
that could help them understand what they’re
going through. Building communities where they
could share their stories. Creating a stronger,
healthier world.
OUR STORY
We demystify health and wellness
through credible and digestible
content, products and experiences.
Healthline
stands for
OUR NORTH STAR
Healthline guides
people to action
with a compassionate,
whole-person approach to
health and wellness
OUR POSITIONING
OUR PURPOSE
Healthline exists
to help all people
live well.
We are an ally and advocate,
providing people with the clarity
they need to take healthy actions.
OUR ATTRIBUTES
welcoming
We believe in acting as a partner and
supporting people along their journeys.
straightforward
We believe that health content can be
credible without being confounding.
empowering
We believe in inspiring people to find
courage and take healthy actions.
OUR ATTRIBUTES
welcoming
We relate to our readers on a human level,
listening intently, leading with our hearts,
and understanding that the pursuit of
health and wellness is endless, personal
and often challenging.
How it comes to life:
We steer clear of judgement, actively
question assumed truths and stigmas,
and are always inclusive, representing all
people in our work.
We have compassion, complementing our
clinical content with human connection
and staying with our readers through every
step of their journeys.
We reassure our readers, helping them
navigate difcult situations with peace of
mind, acceptance and hope.
How it comes to life:
We provide trustworthy, objective, and
reliably-sourced content rooted in medical
expertise.
We make complicated information
understandable, accessible and digestible
for all who seek it out.
We complement our content with
actionable ideas and usable, interactive
resources.
How it comes to life:
We support our audiences, always
considering the whole-person and
advocating for a mind, body, and spirit
approach to wellness.
We instill confidence in our readers to
make choices and take action with their
own best interest at heart.
We help our readers, directing them to
services and products that could get them
the results they’re after.
straightforward
We simplify health and wellness information,
making complex topics approachable,
anticipating readers’ questions and clearly
directing them to what they need.
empowering
We give people the tools and
encouragement they need to fee assured
and able, galvanizing them take action and
find agency in their own health and wellness
journeys.
OUR AUDIENCE
We’re for those who seek health and
wellness advice and next steps.
We reach hundreds of millions of readers every month from all walks of life,
but we think about our core audience as 3 distinct groups.
10
connection seekers
medically minded
holistic healers
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