Life Enhanced Care
Visual design direction using the actual brand colors, fonts, and identity.
Color System
The two primary colors with derived tints and shades for print application across different audiences and materials.
Primary — Teal Family
Primary — Purple Family
Neutrals
Print Color Notes
- Always request a press proof. Teal (#5bc5c1) is particularly tricky in CMYK — it can shift green or blue depending on the press. A proof helps catch this before the full run.
- Consider Pantone matching for the rack card and business cards (highest-volume pieces). The vendor can match the teal and purple to Pantone spot colors for consistency across runs.
- Dark backgrounds: Use Purple Deep (#4A3D7A) for reversed-out headers and the presentation folder. It reads as rich and premium in print without the harshness of pure black.
Four Approaches, LE Brand
Each achieves a different emotional response using the teal, purple, and Philosopher + Lufga type system. We recommend Style A for family pieces and Style B for professional pieces.
Stay in the Home You Love.
Style A: Warm & Inviting
Soft cream backgrounds, teal accents, rich photography. Philosopher headlines feel warm and distinctive. Emotional, approachable — like the website. Perfect for rack cards and family brochures.
A Trusted Partner for Your Clients
Style B: Clean & Credible
White backgrounds, purple-led hierarchy, teal accent line. Structured, information-forward. Commands respect in clinical settings. Perfect for sell sheets, business cards, and the presentation folder.
More Than Care. It’s Connection.
Style C: Soft & Compassionate
Teal-tinted backgrounds, organic shapes, maximum breathing room. Quieter and gentler than Style A. Ideal for emotionally sensitive pieces like the hospice flyer and companionship materials.
The Standard in Private Home Care.
Style D: Bold & Elevated
Deep purple backgrounds, teal accents, dramatic contrast. Premium and authoritative. Best reserved for the presentation folder cover or event banner — powerful but can feel intense for families in crisis.
Tier 1 Piece Mockups
Structure and hierarchy for each piece using LE brand. Brown areas represent where LE photography goes.
You Shouldn’t Have to Do This Alone.
Texture & Background Options
Subtle backgrounds for print, using tints derived from LE brand palette.
Texture by Piece
- Rack card & family brochure: Warm cream or linen. Adds depth without competing with photography.
- Sell sheet: Clean white. Professional pieces should feel crisp.
- Presentation folder: Minimal — let the soft-touch laminate speak. Inside pocket can use a subtle teal-purple wash.
- Service flyers: Brand gradient or teal wash to differentiate from the more formal pieces.
Design Tone by Audience
The brand stays consistent, but the visual tone flexes for each audience.
Clinical & Credible
Clean, structured, confident. Purple-dominant. Generous white space. Information-forward. This audience needs to trust our competence before they trust our heart.
Warm & Reassuring
Inviting, emotional, human. Teal-dominant accents on warm cream. Rich photography. This audience is scared — they need to feel understood before they read a single word.
Soft & Compassionate
Quiet, gentle, dignified. Muted tints of both brand colors. Maximum breathing room. This audience is in a fragile place — the design should feel like a deep breath.
Photo Selection Guidelines
How to choose and place images from LE existing photography across each piece.
Selection Criteria
- Prioritize connection: Choose images where the caregiver and senior are genuinely engaged — laughing, eye contact, sharing an activity. Avoid posed shots.
- Warm lighting wins: Natural light, golden tones, soft shadows.
- Show the home: Kitchens, living rooms, gardens, porches. LE brand promise is about staying home.
- Emotion over action: A close-up of a caregiver holding a hand is more powerful than a wide shot of someone helping with a task.
- Diversity and dignity: Reflect Northern Virginia. Never show seniors looking helpless or diminished.
Placement by Piece
- Rack card front: One hero image covering 35–40% of the card. The single warmest, most inviting photo. This image sells more than any headline.
- Sell sheet: One small image or none. Information-driven, not image-driven. If using one, place it near the testimonial.
- Family brochure cover: Full-bleed or near-full-bleed hero with text overlay. A soft, emotional moment — hands touching, a quiet shared look.
- Service flyers: One image at top, 25–30% of the page. Match image to service: calm patience for dementia, supportive mobility for post-surgery, quiet comfort for hospice.
- Presentation folder: No photography on exterior. Let the finish and logo carry it. Inside pocket can hold a subtle image.
Putting It All Together
The Two-Style System
- Style A (Warm & Inviting) for family and consumer pieces: rack card, family brochure, companionship flyer, event flyers. Cream backgrounds, teal accents, rich photography, Philosopher headlines.
- Style B (Clean & Credible) for professional and referral pieces: sell sheet, business cards, presentation folder, dementia and post-surgery flyers. White backgrounds, purple-led hierarchy, teal accent line, minimal imagery.
- The bridge: Logo, Philosopher + Lufga type system, color palette, and contact block remain identical across both styles. Brand recognition stays locked in.
Next Steps for the creative agency
- Review all four styles and confirm direction (recommend the A + B two-style system).
- Select photography for each Tier 1 piece using the guidelines above.
- Build rack card and sell sheet simultaneously — content is ready in the copy deck.
- Design the service flyer as a reusable InDesign template — swap content for each specialty.
- Request a press proof on actual stock before approving the full run. Watch the teal closely in CMYK.
