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 document to Claude when starting the new build.
Calm, not clinical
Unhurried, composed, warm. Reads like an established wellness house, never a hype-driven supplement seller.
Evidence-first
Plain, honest writing grounded in real research. Confident, but never beyond what the evidence shows.
No pressure
Nothing to buy to begin. Members are invited, never pushed. Every screen a steady place to return to.
Three lockups, one mark.
Primary. Splash, footers, print, first touch.
Favicon, avatars, app icon, collapsed nav.
On forest. Keep clear space equal to mark 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#F1EAD8Hairlines & borders: gold at low alpha, rgba(182,136,61,.28). Gold hover #C99A4E. Keep gold sparse — a jewel accent, never a large fill.
Three voices in type.
Body copy is Hanken Grotesk at weight 300 with generous line-height (1.75–1.85) for a calm, readable rhythm. Keep measure at 55–65 characters. The workhorse for everything that isn’t a headline or a label.
The building blocks.
Radius 12px. Hover: darken to #2C5140, lift 2px.
Fully rounded 999px. Gold-tint free, sage-tint members.
Focus ring 0 0 0 3px rgba(36,70,58,.12), border to forest.
Cards #F1EAD8, 16px radius, gold hairline, soft shadow. Nav is a floating pill with blur when scrolled. Big radii throughout (16–20px cards, 999px pills).
Slow, unhurried, cinematic.
Scroll reveals
Fade up ~26–32px over ~1s, easing cubic-bezier(.16,1,.3,1), small stagger. Honour prefers-reduced-motion.
Parallax & pinning
Gentle image parallax and occasional pinned, crossfading sections. Never snappy or bouncy.
Photo grading
Warm, natural imagery under a forest–gold multiply wash rgba(36,70,58,.24) → rgba(182,136,61,.12).
How it should sound.
- Short, calm sentences. Plain words.
- Honest about evidence — what it does and doesn’t show.
- Invite and 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. 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 tiers side by side. Email capture, “always free to start,” no price pressure. Reuse the two-tier card pattern.
Reader view
Single-column editorial like the Journal article: Cormorant headline, Hanken body 300, ~65ch, reading-progress bar, evidence callouts.
Archive
Card grid with focus-area filters. 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.
The email itself
Cream background, forest text, emblem at top, one gold hairline, a single idea, one link. Works at 600px wide.
Principles
Reading first; monetisation quiet. One clear action per screen. Calm over dense. Every surface feels like the site.
Hand this to Claude.
Open a new project, share this brand guide, and ask for the member newsletter platform. Everything above keeps the new build in the same calm, evidence-first world as the rest of Thrive Wellness Network.