The Thrive Wellness Network brand guide.
Everything needed to build on-brand — colours, type, logo, components, motion, and voice — plus specific guidance for the member newsletter platform. Hand this whole page to Claude when starting the new build.
Calm, not clinical
Unhurried, composed, and warm. The brand reads like an established wellness house, never a hype-driven supplement seller or a busy app.
Evidence-first
Plain, honest writing grounded in real research. Confident but never certain beyond what the evidence shows.
No pressure
Nothing to buy to begin. Members are invited, never pushed. Every screen should feel like a steady place to return to.
Three lockups, one mark.
Primary. Splash screens, footers, print, first-touch moments.
Favicon, avatars, app icon, compact nav pill when collapsed.
On forest backgrounds. Keep generous clear space equal to the mark’s height.
Don’t: recolour the mark, add shadows, stretch, rotate, or place the forest logo on a busy photo without a scrim.
Forest, gold, cream.
#2B3A31#5C7266#ECEEE4#F1EAD8#C99A4EHairlines & borders: gold at low alpha, rgba(182,136,61,.28). Keep gold sparse — it’s a jewel accent, never a fill for large areas.
Three voices in type.
Body copy is set in Hanken Grotesk at weight 300 with generous line-height (1.75–1.85) for a calm, readable rhythm. Keep measure at 55–65 characters. This is the workhorse for everything that isn’t a headline or a label.
The building blocks.
Radius 12px. Hover: darken to #2C5140 and lift translateY(-2px).
Fully rounded 999px. Gold-tint for free, sage-tint for members.
Focus ring: 0 0 0 3px rgba(36,70,58,.12), border to forest.
Cards: #F1EAD8 on cream, 16px radius, gold hairline border, soft shadow 0 30px 60px -50px rgba(43,58,49,.5). Nav is a floating pill with blur when scrolled. Big radii everywhere (16–20px cards, 999px nav/pills/buttons-on-pill).
Slow, unhurried, cinematic.
Scroll reveals
Elements fade up ~26–32px over ~1s, easing cubic-bezier(.16,1,.3,1), small stagger. Always honour prefers-reduced-motion.
Parallax & pinning
Gentle image parallax and the occasional pinned, crossfading section. Never snappy or bouncy — long, calm transitions only.
Photo grading
Warm, natural imagery (light, forests, food, stillness). Overlay a forest–gold multiply wash linear-gradient(160deg,rgba(36,70,58,.24),rgba(182,136,61,.12)) so photos sit in-palette.
How it should sound.
- Short, calm sentences. Plain words.
- Honest about evidence — “what it does and doesn’t show.”
- Invite, reassure: “begin when you’re ready.”
- Seasonal, grounded imagery in words too.
- No hype, urgency, or countdowns.
- No “transform your life,” no miracle claims.
- No supplement pushing or hard sell.
- No exclamation marks or emoji.
Building “The Weekly Root” for members.
A member-facing reading & subscription experience — not a SaaS product for other creators. Think a calm, private version of a Beehiiv reader: subscribe, read, browse the archive, manage membership. Apply everything above; here’s what each surface needs.
Subscribe / landing
Free and paid (Members) tiers side by side. Email capture, “always free to start,” no price pressure. Reuse the two-tier card pattern from the site.
Reader view
Single-column editorial like the Journal article: Cormorant headline, Hanken body at 300, ~65ch measure, reading-progress bar, evidence callouts, generous whitespace.
Archive
Card grid with focus-area filters (Energy, Gut, Sleep, Weight, Women’s, Men’s 35+). Members-only issues carry a sage “Members” pill and a gentle gate.
Account / manage
Quiet, form-light settings: tier, email preferences, pause or cancel “anytime.” Same input + button styles. No dark patterns on cancel.
The email itself
Cream background, forest text, emblem at top, one gold hairline divider, a single idea, one link. No busy multi-column blasts. Works at 600px wide.
Principles
Reading comes first; monetisation stays quiet. One clear action per screen. Calm over dense. Every member surface should feel like the site — unhurried and evidence-led.
Hand this page to Claude.
Open a new project, share this brand guide, and ask for the member newsletter platform. Everything — palette, type, components, motion, voice, and the six surfaces above — is here to keep the new build in the same calm, evidence-first world as the rest of Thrive Wellness Network.