Integrity Health & Wellness — Brand Guide
Brand Guide — Confidential
Integrity Health
& Wellness
Brand Standards Guide
Locations
Guntersville + Madison, AL
Model
Cash Pay · Labs Accepted
Launch
30 Days
Document
Brand Standards
Prepared by
Lisa Lenderman Fitness
01 — Brand Identity
Color Palette
Black and gold as the dominant system — premium, credible, no-apology cash-pay energy. Green enters as a single accent note to signal warmth and humanity without watering down the brand.
Core Colors
Primary
Rich Black
#0D0D0D
Dominant base. Backgrounds, hero, brochure front.
RGB13, 13, 13
CMYK0, 0, 0, 95
Secondary
Off Black
#1E1E1E
Cards on dark, section breaks, layered depth.
RGB30, 30, 30
CMYK0, 0, 0, 88
Gold
Integrity Gold
#B8960C
Headlines, borders, CTA fills, logo mark.
RGB184, 150, 12
CMYK0, 18, 93, 28
Light Gold
Warm Gold
#D4AF3A
Text on dark backgrounds, hover states.
RGB212, 175, 58
CMYK0, 17, 73, 17
Cream
Warm Cream
#F5F0E8
Body text on dark. Light page backgrounds.
RGB245, 240, 232
CMYK0, 2, 5, 4
Green Accent — Use Sparingly (1–2 touches per piece max)
Sage Green
#3D7A52
Icon dots, checkmarks, active state indicators, bullet accents.
RGB61, 122, 82
CMYK50, 0, 33, 52
Soft Mint
#EAF5EE
Pill backgrounds on light layouts, quote block fills.
RGB234, 245, 238
CMYK4, 0, 3, 4
Deep Sage
#2A6E41
Left-border accents on quote blocks, divider details.
RGB42, 110, 65
CMYK62, 0, 41, 57
Print tip: Use CMYK values for all print materials (brochure, business cards, signage). Use HEX or RGB for all digital work (social posts, website, digital PDFs). In Canva, switch the color picker dropdown from RGB to CMYK before entering print values. The gold is the trickiest to match — if printing professionally, ask about Pantone 124 C or 131 C for the closest metallic match.
Usage Rules for Canva
  • Black is always dominant. Every post, panel, and section starts with black as the base. Gold and cream live on top of it.
  • Gold is the brand signal. Save #B8960C for fills and backgrounds. Use #D4AF3A for text on dark — it reads sharper at small sizes.
  • Cream — never white. Pure white reads harsh against this palette. #F5F0E8 keeps the warmth that matches Amanda's personality.
  • Green is the human touch. One or two uses per piece. A check dot. A tag. A quote block left border. It says "real and warm" without overriding the premium identity.
01 — Brand Identity
Typography
Playfair Display for emotional weight. DM Sans for clarity and approachability. The split between them mirrors the brand itself — credible expertise delivered with warmth.
Display — Playfair Display 600
Integrity Health & Wellness
Headlines — Playfair Display Italic 400
You deserve to feel like yourself again.
Subheads — Playfair Display 600
Your labs. Your baseline. Your plan.
Body — DM Sans 400
Functional medicine that actually listens. We don't guess — we test. We don't oversell — we assess. And we stay on your team through every step of the process.
Labels / Eyebrows — DM Sans 500 Uppercase
Women's Hormone Health · Functional Medicine · Peptide Therapy

In Canva: Set Playfair Display as your heading font and DM Sans (or Libre Franklin as a backup) as your body font in Brand Kit. Both are free in Canva's font library.

01 — Brand Identity
Voice & Tone
Amanda is a straight shooter with a warm heart. Her brand voice is the antidote to the overselling, car-salesman energy she sees from competitors. Real talk. No fluff. Genuine accountability.
She says
  • "I see you."
  • "Your labs don't lie."
  • "This is your plan — not a protocol."
  • "I'm on your team."
  • "Let's figure this out together."
  • "Not everyone is a match — and that's okay."
  • "We don't neglect numbers."
She never says
  • "Optimize your wellness journey."
  • "Cutting-edge protocols."
  • "Book your transformation."
  • "Holistic lifestyle solutions."
  • Anything that sounds like a spa brochure.
  • Anything that sounds like a gym sales pitch.
  • Empty empathy without accountability.
Warm Direct Accountable Educated No BS Sees the person, not the symptom Living it alongside them Team mentality
02 — Strategy
Target Audience
Ages 30–60, male and female. Dialed-in people who are aware of their wellness journey and want to feel better — whether they're coming from burnout with traditional medicine or starting fresh.
The Dismissed Woman
  • Ages 35–55, hormones off
  • Tired, foggy, weight not moving
  • "My doctor said my labs are normal"
  • Has tried everything. Frustrated.
  • Wants someone who actually listens
The Underperforming Man
  • Ages 35–55, low T symptoms
  • Energy tanked, drive gone
  • Athletic background, used to feeling strong
  • Wants data and results, not a lecture
  • Responds to direct, no-fluff messaging
The Dialed-In Athlete
  • Competitor or serious trainer
  • Already doing most things right
  • Wants to go further — peptides, optimization
  • Treats their body like a project
  • Wants a practitioner who speaks their language
The Lost Beginner
  • 30s, feeling off but doesn't know why
  • Never had labs explained to them
  • Googled symptoms at midnight
  • Needs direction, not overwhelm
  • Just wants someone to start the conversation

"My regular doctor makes me feel like I'm making it up. I just want someone who takes me seriously and actually knows what's wrong."

Their shared emotional truth — every piece of content should answer this

Amanda's differentiator is that she's lived it. That's the brand. Not a practitioner at a distance — someone who's been there and chose to build something different because of it.

02 — Strategy
Services & Positioning
Six service lines, each with its own audience and voice register. The athlete lane is intentional — Amanda's background in the BB world is a competitive edge most functional medicine practices don't have.
  • Functional Medicine — Core
    Root cause, not symptom management. Labs that tell the full story. The foundation everything else builds on.
    "We don't guess. We test."
  • Women's Hormone Health
    Perimenopause, menopause, thyroid, adrenal, PCOS. Lead with empathy and personal experience — Amanda has been there.
    "I've been dismissed too. Your numbers tell a story and I know how to read it."
  • Men's Hormone Health
    Testosterone, energy, body composition, drive. Keep messaging direct and data-focused — men in this lane want results, not empathy language.
    "Your labs. Your baseline. Your plan."
  • Athletes + Trainers
    Peptides, performance optimization, competitor support. Amanda speaks the language — that's the differentiator from every other functional med practice in the market.
    "Your coach has a coach. Now your body does too."
  • Peptides + Nutraceuticals
    Add-on or standalone. Keep education front and center — position as tools most doctors don't even know to prescribe.
    "The tools most doctors don't even know to offer."
  • Massage + Aesthetics — Coming Soon
    Mention as "coming soon" in all materials from day one. Positions Integrity as a full wellness center — not a telehealth side hustle — before the doors even open.
    Don't hide this. Plant the seed now.
01
She simplifies access. No 6-step funnel to get a consult. One step to start.
02
She assesses first. Not everyone is a match — and that honesty builds more trust than any sales pitch.
03
She's living it. Not selling from a distance — she's in the same work as her patients.