 The Well Home — Brand Guidelines

Full text of the brand portal and brand book, for search, copy and screen readers. Generated from the same source as the PDF and the portal, so the wording is identical.

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 Index

 The Well Home .

Restorative Luxury · Architectural Wellness

We are a multi-disciplinary wellness real estate design and advisory firm, redefining the intersection of health, longevity, and luxury living.

Everything the team needs to represent The Well Home consistently: the mark, the system it lives in, and the voice that carries it. Split into seven focused sections below. Open the one you need.

Version3.0

IssuedJuly 2026

Assets1,200+ files

CustodianGautam Gulati, MD, MBA, MPH, CID

Start here

 Seven sections

Pick the one the team needs. Each opens focused, with just its own sections in view, plus a search box that reaches across all seven.

01

 Foundation

Who we are, what we believe, and the single idea everything else follows.

OverviewDescriptorsPositioningValues

Open Foundation →

02

 Identity

The mark, wordmarks, lockups, and the rules that keep them intact.

The LogomarkBadge & App IconsWordmarkSecondary WordmarkLockupsClear Space & Misuse

Open Identity →

03

 System

Colour, type, motion, and the iconography and schematics built on them.

ColourContrast & AccessTypographyMotionIconographySchematicsThe Anatomy of a Home

Open System →

04

 Applied

Stationery, decks, imagery, merchandise, and the retired directions kept on file.

ApplicationsPresentations & SlidesImageryMerchandise & EmbroideryArchive

Open Applied →

05

 Voice

How The Well Home sounds: persona, formulas, wit, and channel-by-channel guidance.

The PersonaWriting FormulasProprietary LanguageLexiconWit & HumourMessaging ModulesChannels & AudiencesLinkedIn PlaybookBefore & AfterPublishing Checklist

Open Voice →

06

 Project Work + Case Studies

How client work gets diagnosed, prescribed, and shared: the case study format.

The FormatOutcomes & TestimonialsThe Template

Open Project Work + Case Studies →

07

 Reference

Stats, bios, downloads, and what changed. Built for lookup, not reading start to end.

The Stat PackBio & BoilerplateDownload the KitWhat ChangedOpen Questions

Open Reference →

 The complete brand kit

Logomarks, wordmarks, icons, schematics, applications, embroidery, colour swatches, the web fonts, and the archive, all in one archive.

Download the kitSee it all, section by section

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 Foundation

Brand Portal

 Foundation

Who we are, what we believe, and the single idea everything else follows.

OverviewDescriptorsPositioningValues

Foundation

 Overview

The Well Home is the world's first physician-founded wellness real estate design and advisory firm. Everything here exists to make that single fact legible in every touchpoint.

"The best medicine is not found in a pill. It is found in the spaces we live, starting with our home."Signature contrarian belief

Mission

To seamlessly weave evidence-based wellness principles into every home, transforming spaces into healing sanctuaries that optimize healthspan and build resilience against chronic disease.

Vision

To establish a bold new global real estate standard where health is our default way of living, and our built environment actively optimizes healthspan.

 The Promise

The most powerful medicine is not found in a bottle. It is cultivated within the four walls of your home. This is where life unfolds. Where you sleep, eat, connect, think, and rejuvenate.

 Brand axiom

"Function follows feeling. The deepest feeling a well-designed home produces is: I can still be myself here."

The classic principle is “form follows function.” We invert the hierarchy one step further. Every design decision, every spec, every recommendation traces back to that feeling.

 The refrain

"Your home is either working for your health or working against it. There is no neutral."

This is not just a line. It is a recurring device. Introduce it early, let the content build the case, then return to it near the close. Used once it is a good line. Used twice in the same piece, with evidence between, it becomes a conviction.

 The signature line

"A home well designed gives you a life well lived."Use this to close anything that ends

The line the brand should be known by. It does the work three ways: it plays on the name without announcing it, it promises an outcome rather than a feature, and it is short enough to survive a business card, a step-and-repeat, and a keynote closing slide. Use it as the sign-off on anything that ends. Do not modify the wording.

 The signature quote

"If you show me your home, I can predict your health."

This pairs naturally with the contrarian belief. One is the diagnosis, the other the prescription. Together they frame the entire brand argument.

 The invisible design principle

Nobody wants to do health. They want to feel extraordinary. Alive. More themselves than when they arrived. The best design disappears. The feeling remains.

Foundation

 Descriptors

One brand, several true answers. A descriptor is not a tagline and there is no single correct one. What changes is the lens you lead with, and the right lens is the one that matters to whoever is asking. A developer does not need to hear about a physician. A journalist does. Lead with the angle that earns attention in the room you are in, and let the rest of the story arrive afterwards.

 Seven angles

 Outcome

Lead with what the client gets. The broadest and most repeatable angle, and the safest default when you do not know the room.

We turn the places you live into the reason you live longer.

We design luxury spaces that give you the gift of time.

Timeless design that enriches your life as much as it elevates your property.

 Doctor-led

Lead with the credential. Unmatched for press, clinical partners, and any room that is deciding whether to trust the science. One angle among several, not the default.

A doctor-led design studio crafting luxury spaces that extend your lifespan and enhance your healthspan.

An award-winning doctor who designs luxury spaces built to make you healthier for longer.

The world's first doctor-led design studio. We create luxury spaces that nurture your health without compromising on beauty.

 Craft

Lead with how the work is made. Best with designers, architects, and clients who buy on taste and process rather than proof.

Architects of wellbeing. We craft luxurious sanctuaries where healthy living feels effortless.

Wellness design tailored to your biology, crafted with precision before a single line is drawn.

Much like a master tailor taking precise measurements, we carefully assess your unique biology to create a space that fits you perfectly.

 Category

Lead with the category we named. Use when the goal is to own the space rather than win the project, and in any room that thinks in standards.

Restorative Luxury. Thoughtfully designed for residential, hospitality, and community spaces where health isn't an afterthought: it's the foundation.

Well Estate was built on a simple premise: to do for human health what LEED has done for sustainability.

Architectural Wellness for the spaces where people live, work, and play.

 Scope

Lead with the range. The angle for developers, operators and institutional capital, who need to know you can work at their scale before anything else lands.

Bespoke luxury wellness design and advisory services tailored for residential, hospitality, senior living, commercial, and multifamily real estate.

Designed by physician designers, our spaces, from homes to hospitality and communities, are built so that health isn't an afterthought. It's the foundation.

A specialized design and advisory studio dedicated to integrating health and wellness into the spaces we inhabit.

 Belief

Lead with the argument. The angle for stages, features and social, where the job is to change how someone thinks before you tell them what you sell.

The best medicine is not found in a pill. It is found in the spaces we live, starting with our home.

Most homes are beautifully built, yet biologically blind. We design the difference.

Your home is either working for your health or working against it. There is no neutral.

 Lighthearted

Lead with the wit. The angle for social captions and anywhere the brand can afford to smile before it makes its case. Pair with a straighter angle nearby so the whole piece isn't a joke.

We curate, design, and integrate wellness amenities for your space that feels so luxurious, you'll want to start charging your friends an entry fee.

 By format

The same brand, cut to the space available.

The spoken answer

A doctor-led design studio that crafts luxury spaces to help you live better, and longer.

When someone asks what you do. Fifteen words, and the comma is the beat that makes it land aloud.

The website subline

We are a multi-disciplinary wellness real estate design and advisory firm, redefining the intersection of health, longevity, and luxury living.

Under the wordmark. Carries the scope and reframes wellness from an add-on into a standard.

The campaign line

Where you live should support how you live. We make that possible.

Covers, keynote titles, campaign openers. Promises an outcome instead of describing a service. Loses force if it appears everywhere.

The first-person bio

I'm an award-winning doctor who designs luxury spaces that help you live healthier, for longer.

Speaker programmes, LinkedIn headline, panel introductions.

The signature block

Where bespoke luxury meets longevity.

Email signatures, name badges, anywhere with six words of room.

The social bio

We design bespoke luxury wellness spaces, for your home and beyond, expertly crafted to elevate your health, wellbeing, and longevity. Founded by doctor & designer, Dr. Gautam Gulati.

Instagram and LinkedIn company profiles. Runs to about 183 characters, over the old 160-character bio convention; most platforms no longer enforce that limit, but trim the founder credit first if a specific field does.

 Picking one

Lead with the angle that earns attention in the room you are in.

Audience Lead with Why  
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Luxury homeowner Outcome or Craft They are buying a feeling and a standard of making, not a credential.  
Builder or developer Scope or Category They need to know you work at their scale, and that this is a standard rather than a bespoke favour.  
Interior designer or architect Craft Peer to peer. Lead with process and they will not read you as a threat to their vision.  
Clinical or longevity partner Doctor-led The credential is the entire reason the conversation is happening.  
Hospitality operator Category They want to own a category, so hand them one.  
Senior living leader Outcome Frame around quality of life. Never around decline.  
Press and media Doctor-led or Belief A doctor who became a designer is the story. So is a contrarian argument.  
Stage, social, general public Belief Change the thinking first. The service explains itself afterwards.  
  
 Rules

   One descriptor per piece. Two in the same document reads as indecision about what the firm is.
   Never stack angles. A line that leads with the doctor, the category and the scope at once leads with nothing.
   When you do not know the room, use the Outcome angle. It is true for every audience and it never needs a caveat.
   Descriptors are not the signature line. “A home well designed gives you a life well lived” closes a piece. A descriptor opens one.
   Do not claim to be premier, leading or the best. The credential, the category and the work carry it. Self-declared superiority reads as insecurity.
   Avoid opulent, lavish and exquisite. Restorative Luxury is not opulence, and our own brochure says so.
   Name the sectors or say nothing. “And beyond” is a hedge that costs a line its authority.

Foundation

 Positioning

   
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Category Restorative Luxury  
Sub-category Architectural Wellness  
Founder Dr. Gautam Gulati, physician-founder, doctor-turned-designer  
Core differentiator The first and only firm led by a doctor-designer. Evidence-based clinical thinking applied to how homes are built, specified, and experienced.  
Approach Artisanal, story-first, bespoke. The way a tailor works: measurements first, then the garment is cut.  
  
 What The Well Home is not

Guardrails when reviewing any work.

 Not a wellness lifestyle blog.

Every piece connects to design, home, or the built environment.

 Not a fear-based health brand.

We lead with possibility and empowerment, never disease or doom.

 Not a technology company.

Technology is one tool. We sell transformation, not gadgets.

 Not alternative medicine.

Everything is evidence-based, bridging Eastern wellness philosophy with Western medical science.

Foundation

 Values

These govern behaviour, not just copy. When a decision is close, the values break the tie. They are also the most quotable thing the brand owns: Kindness as Currency and Architects of Awe say something no competitor is saying.

01

 Kindness as Currency

We provide the rare luxury of genuine care, elevating every interaction with deep, soulful service that resonates long after the moment has passed.

02

 Radical Integrity

We build trust as durable as our foundations, honouring the silent promises made when no one is watching to ensure total transparency.

03

 Harmonized Intelligence

We balance the art of intuition with the science of data, making decisions that are as wise as they are empathetic to create truly responsive spaces.

04

 Architects of Awe

We weave the extraordinary into the everyday, crafting unexpected moments of magic that turn mere living into an art form.

05

 The Curious Edge

We relentlessly chase the what-if, fuelled by an insatiable hunger to unlock the secrets of longevity and a thriving life.

06

 The Empathetic Blueprint

We fuse hard data with deep feeling, designing responsive environments that listen to human biology and answer with grace.

07

 Evolution by Design

We disrupt the status quo not to make noise, but to rewrite the future of wellness real estate with purposeful, life-enhancing innovation.

08

 The Collective Rise

We climb higher together, believing that true success is a shared ecosystem where every partner and client flourishes in unison.

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 Identity

Brand Portal

 Identity

The mark, wordmarks, lockups, and the rules that keep them intact.

The LogomarkBadge & App IconsWordmarkSecondary WordmarkLockupsClear Space & Misuse

Identity

 The Logomark

GuidelinesAssets

Seven vertical strokes, quadratic-curved, rising to a steep central pitch. A roofline read at a glance, with no construction lines to decode. The centre stroke is drawn slightly heavier than its neighbours, and its base stops short of the line the other six reach, leaving an open gap in its lower third.

The gap is negative space, not a drawn shape. It is formed by the centre stroke stopping 12 units above the baseline -- never an arch, doorway, or other literal opening cut into the stroke. It reads as a threshold by being absent, not by being illustrated. Because it is part of the base geometry rather than a separate small-scale feature, it holds at any size or weight without needing its own version.

 Every colourway and ground

Ink on Bone and Bone on Ink are the default pairing. Stone is available for watermarks and secondary placements. Transparent versions carry no background. The Chroma colourway carries all seven Lever colours at once, one per stroke, Sleep to Safety left to right — use the standard-Chroma version on light grounds and the Chroma (dark grounds) version on Ink or other dark grounds, where the standard palette loses contrast.

 Lever tints

Restricted use. A single stroke may carry a Chroma colour when the context is a specific Lever. Never recolour the whole mark, and never tint for decoration.

Logomark · Ink

Transparent ground. The primary mark.

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Logomark · Bone

Transparent ground. The primary mark.

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Logomark · Stone

Transparent ground. The primary mark.

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Logomark · Chroma

Transparent ground. All seven Chroma colours, one per stroke, Sleep to Safety, left to right. For light grounds.

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Logomark · Chroma (dark grounds)

Transparent ground. Chroma Light palette, one per stroke, Sleep to Safety, left to right. For dark grounds — standard Chroma falls below readable contrast on Ink.

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Logomark · Ink on Bone

Solid ground, ready to place.

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SVGvector · 1 KBPNG1024px · 18 KBPNG2048px · 43 KBPDFprint · 1 KB

Logomark · Bone on Ink

Solid ground, ready to place.

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SVGvector · 1 KBPNG1024px · 18 KBPNG2048px · 43 KBPDFprint · 1 KB

Logomark · Ink on Linen

Solid ground, ready to place.

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Logomark · Bone on Graphite

Solid ground, ready to place.

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01 · Sleep

Sleep Terracotta on the first stroke.

Lever-specific data contexts only. Never for decoration.

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01 · Sleep (reversed)

Chroma Light tint for dark grounds.

Lever-specific data contexts only. Never for decoration.

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02 · Movement

Tidewater Slate on the second stroke.

Lever-specific data contexts only. Never for decoration.

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02 · Movement (reversed)

Chroma Light tint for dark grounds.

Lever-specific data contexts only. Never for decoration.

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03 · Nutrition

Honey Ochre on the third stroke.

Lever-specific data contexts only. Never for decoration.

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03 · Nutrition (reversed)

Chroma Light tint for dark grounds.

Lever-specific data contexts only. Never for decoration.

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04 · Connection

Olive Grove on the centre stroke.

Lever-specific data contexts only. Never for decoration.

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04 · Connection (reversed)

Chroma Light tint for dark grounds.

Lever-specific data contexts only. Never for decoration.

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05 · Mindfulness

Mauve Clay on the fifth stroke.

Lever-specific data contexts only. Never for decoration.

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05 · Mindfulness (reversed)

Chroma Light tint for dark grounds.

Lever-specific data contexts only. Never for decoration.

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06 · Purpose

Deep Indigo on the sixth stroke.

Lever-specific data contexts only. Never for decoration.

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06 · Purpose (reversed)

Chroma Light tint for dark grounds.

Lever-specific data contexts only. Never for decoration.

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07 · Environmental Safety

Sanctuary Olive on the seventh stroke.

Lever-specific data contexts only. Never for decoration.

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07 · Environmental Safety (reversed)

Chroma Light tint for dark grounds.

Lever-specific data contexts only. Never for decoration.

Download

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Identity

 Badge & App Icons

GuidelinesAssets

The badge is the one approved exception to the no-container rule. Use it only where the placement itself is a locked square or circle and the free-standing mark cannot survive: app icons, favicons, social avatars, and stamps. Everywhere else, the mark stands alone.

 Mark + wordmark, for social and app icons

The mark alone reads as decoration without the name attached. This set carries both, stacked and centred on a solid ground, in white, black, and a full-colour Chroma version, across the same three shapes.

 Favicon and app icon set

At 16px the seven-stroke mark blurs into a grey block. The set below uses a seven strokes at every size, bolded at 16px so each one stays distinct. The mark is never reduced, at any size, in any process.

Badge · Square · Ink ground

Bone mark on Ink.

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Badge · Square · Bone ground

Ink mark on Bone.

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SVGvector · 1 KBPNG256px · 4 KBPNG512px · 10 KBPNG1024px · 21 KBPNG2048px · 49 KBPDFprint · 1 KB

Badge · Rounded · Ink ground

Bone mark on Ink.

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Badge · Rounded · Bone ground

Ink mark on Bone.

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SVGvector · 1 KBPNG256px · 7 KBPNG512px · 15 KBPNG1024px · 33 KBPNG2048px · 76 KBPDFprint · 2 KB

Badge · Circle · Ink ground

Bone mark on Ink.

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Badge · Circle · Bone ground

Ink mark on Bone.

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Badge · Circle · Small · Ink ground

Weighted for avatars and favicons below 64px.

Use below 64px only. Above that the standard circle badge is correct.

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Badge · Circle · Small · Bone ground

Weighted for avatars and favicons below 64px.

Use below 64px only. Above that the standard circle badge is correct.

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Badge · Circle · Small · Ink ground

Weighted for avatars and favicons below 64px.

Use below 64px only. Above that the standard circle badge is correct.

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SVGvector · 1 KBPNG32px · 1 KBPNG48px · 2 KBPNG64px · 2 KBPNG128px · 5 KBPDFprint · 2 KB

Badge · Circle · Small · Bone ground

Weighted for avatars and favicons below 64px.

Use below 64px only. Above that the standard circle badge is correct.

Download

SVGvector · 1 KBPNG32px · 1 KBPNG48px · 2 KBPNG64px · 2 KBPNG128px · 5 KBPDFprint · 2 KB

Badge · Circle · Small · Ink ground

Weighted for avatars and favicons below 64px.

Use below 64px only. Above that the standard circle badge is correct.

Download

SVGvector · 1 KBPNG32px · 1 KBPNG48px · 2 KBPNG64px · 2 KBPNG128px · 5 KBPDFprint · 2 KB

Badge · Circle · Small · Bone ground

Weighted for avatars and favicons below 64px.

Use below 64px only. Above that the standard circle badge is correct.

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Badge · Outline · Ink

Transparent, frame and mark share the line.

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Badge · Outline · Bone

Transparent, frame and mark share the line.

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Badge & App Icon · Square · White

Bone mark and wordmark on Ink.

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Badge & App Icon · Square · Black

Ink mark and wordmark on Bone.

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Badge & App Icon · Square · Full colour

All seven Chroma colours on the mark, Ink wordmark, on Bone.

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Badge & App Icon · Rounded · White

Bone mark and wordmark on Ink.

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Badge & App Icon · Rounded · Black

Ink mark and wordmark on Bone.

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Badge & App Icon · Rounded · Full colour

All seven Chroma colours on the mark, Ink wordmark, on Bone.

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SVGvector · 15 KBPNG256px · 7 KBPNG512px · 16 KBPNG1024px · 36 KBPNG2048px · 81 KBPDFprint · 10 KB

Badge & App Icon · Circle · White

Bone mark and wordmark on Ink.

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Badge & App Icon · Circle · Black

Ink mark and wordmark on Bone.

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Badge & App Icon · Circle · Full colour

All seven Chroma colours on the mark, Ink wordmark, on Bone.

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Favicon & app icon set

Seven strokes at every size. 16px is bolded so all seven stay distinct.

Below 32px the seven-stroke mark blurs. The reduction is mandatory, not optional.

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ICO16/32/48 · 3 KBPNG16px · 0 KBPNG32px · 1 KBPNG48px · 1 KBPNG180px · 5 KBPNG192px · 3 KBPNG512px · 10 KB

Identity

 Wordmark

GuidelinesAssets

The wordmark is set in Cormorant Garamond, uppercase, tracked at 0.20em. The Chroma Period is the signature element.

The Chroma Period. A coloured period after the wordmark or headline. Default to Sleep Terracotta. Switch to a Lever colour only when the context is intentional and clear. Same weight as the surrounding type. Never oversized.

 Stacked

For narrow formats and square placements.

Primary

Ink with the Chroma Period.

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Primary reversed

Bone with lifted Chroma Period.

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Mono · Ink

No period. Single colour.

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Mono · Bone

No period. Reversed.

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Mono · Stone

Secondary and watermark use.

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Primary · stacked

Two lines, for narrow formats.

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Primary reversed · stacked

Two lines, for narrow formats.

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Mono · Ink · stacked

Two lines, for narrow formats.

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SVGvector · 14 KBPNG1024px · 27 KBPNG2048px · 58 KBPDFprint · 9 KB

Mono · Bone · stacked

Two lines, for narrow formats.

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SVGvector · 14 KBPNG1024px · 27 KBPNG2048px · 59 KBPDFprint · 9 KB

Mono · Stone · stacked

Two lines, for narrow formats.

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Identity

 Secondary Wordmark

GuidelinesAssets

Cormorant Garamond is the identity wordmark and stays the default everywhere. Jost is the secondary: a geometric sans for the places a high-contrast serif physically fails. Jost 300 is the only permitted weight, because its stroke weight sits closest to Cormorant 400 and the two need to read as siblings rather than as two different companies.

Where this comes from. Jost is also where Well Sans came from. The retired custom family was built on Jost, so this is not a new direction so much as the original geometry, restored in a form that is open source, free to embed, and requires no foundry relationship to maintain.

Specification Value  
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Typeface Jost, 300 Light  
Licence SIL Open Font License 1.1. Free to embed, no foundry relationship required.  
Designer indestructible type  
Tracking 0.16 em, locked  
Case All caps, always  
Chroma Period Same rules as the primary: Sleep Terracotta on light, lifted on dark  
Clear space Identical to the primary: one cap height on every side  
Minimum size 11px cap height on screen, 4mm in print  
  
 When to reach for it

Every row below is a physical constraint, not a preference.

Situation Why the serif fails  
------  
Below 14px cap height Cormorant's hairlines drop out. Jost holds.  
Embroidery under 30mm Serifs at that size become lint. The merch section already assumes this.  
Signage read at speed or distance Geometric caps resolve faster than a modelled serif.  
App and product interface Where the wordmark sits beside UI type rather than editorial type.  
Video lower-thirds and motion Thin serifs strobe on compression and low-bitrate playback.  
Etched glass, laser, screen print Any process with a minimum stroke width that a hairline serif cannot meet.  
Reversed on busy imagery Jost survives a noisy ground; Cormorant fills in.  
  
 Horizontal

 Stacked

 Vertical lockup

 Horizontal lockup

 Rules

   Cormorant is the primary. If it can be used, it is used. The secondary is a technical fallback, not a style choice.
   Never because you want a more modern look. That is taste, not necessity, and it fragments the identity faster than anything else in this guide.
   Jost 300 only. The heavier weights break the sibling relationship with Cormorant and start to read as a different brand.
   Tracking is locked at 0.16. Cormorant is locked at 0.20. These are not interchangeable numbers and neither is a starting point for adjustment.
   One wordmark per artefact. Never both on the same surface, and never both inside one lockup.
   Across a campaign, keep them on separate artefacts rather than separate pages of the same artefact.
   The Chroma Period behaves identically in both. Same colour, same spacing rule, same restraint.
   Every display option that exists for the primary exists here: horizontal, stacked, both lockup orientations, all colourways, both taglines. If you cannot find the secondary version you need, it is because it should not exist.

Primary

Ink with the Chroma Period. Jost 300, tracked 0.16.

Download

SVGvector · 3 KBPNG1024px · 11 KBPNG2048px · 23 KBPNG4096px · 51 KBPDFprint · 2 KB

Primary reversed

Bone with lifted Chroma Period. Jost 300, tracked 0.16.

Download

SVGvector · 3 KBPNG1024px · 11 KBPNG2048px · 23 KBPNG4096px · 51 KBPDFprint · 2 KB

Mono · Ink

No period. Single colour. Jost 300, tracked 0.16.

Download

SVGvector · 3 KBPNG1024px · 11 KBPNG2048px · 24 KBPNG4096px · 51 KBPDFprint · 2 KB

Mono · Bone

No period. Reversed. Jost 300, tracked 0.16.

Download

SVGvector · 3 KBPNG1024px · 11 KBPNG2048px · 24 KBPNG4096px · 52 KBPDFprint · 2 KB

Mono · Stone

Secondary and watermark use. Jost 300, tracked 0.16.

Download

SVGvector · 3 KBPNG1024px · 11 KBPNG2048px · 24 KBPNG4096px · 52 KBPDFprint · 2 KB

Primary · stacked

Two lines, for narrow formats.

Download

SVGvector · 3 KBPNG1024px · 20 KBPNG2048px · 43 KBPDFprint · 2 KB

Primary reversed · stacked

Two lines, for narrow formats.

Download

SVGvector · 3 KBPNG1024px · 20 KBPNG2048px · 43 KBPDFprint · 2 KB

Mono · Ink · stacked

Two lines, for narrow formats.

Download

SVGvector · 3 KBPNG1024px · 19 KBPNG2048px · 43 KBPDFprint · 2 KB

Mono · Bone · stacked

Two lines, for narrow formats.

Download

SVGvector · 3 KBPNG1024px · 20 KBPNG2048px · 43 KBPDFprint · 2 KB

Mono · Stone · stacked

Two lines, for narrow formats.

Download

SVGvector · 3 KBPNG1024px · 20 KBPNG2048px · 43 KBPDFprint · 2 KB

Vertical · Ink

Mark, rule, secondary wordmark.

Download

SVGvector · 4 KBPNG1024px · 22 KBPNG2048px · 48 KBPNG4096px · 116 KBPDFprint · 3 KB

Vertical · Bone

Mark, rule, secondary wordmark.

Download

SVGvector · 4 KBPNG1024px · 21 KBPNG2048px · 47 KBPNG4096px · 114 KBPDFprint · 3 KB

Vertical · Mono Ink

Mark, rule, secondary wordmark.

Download

SVGvector · 3 KBPNG1024px · 22 KBPNG2048px · 49 KBPNG4096px · 119 KBPDFprint · 3 KB

Vertical · Mono Bone

Mark, rule, secondary wordmark.

Download

SVGvector · 3 KBPNG1024px · 22 KBPNG2048px · 48 KBPNG4096px · 117 KBPDFprint · 3 KB

Vertical · Restorative Luxury

With the category line set in JetBrains Mono.

Download

SVGvector · 9 KBPNG1024px · 26 KBPNG2048px · 58 KBPDFprint · 6 KB

Vertical · Restorative Luxury (reversed)

For dark grounds.

Download

SVGvector · 9 KBPNG1024px · 26 KBPNG2048px · 58 KBPDFprint · 6 KB

Vertical · Architectural Wellness

With the category line set in JetBrains Mono.

Download

SVGvector · 11 KBPNG1024px · 27 KBPNG2048px · 60 KBPDFprint · 7 KB

Vertical · Architectural Wellness (reversed)

For dark grounds.

Download

SVGvector · 11 KBPNG1024px · 27 KBPNG2048px · 59 KBPDFprint · 7 KB

Horizontal · Ink

Mark, rule, secondary wordmark.

Download

SVGvector · 4 KBPNG1024px · 14 KBPNG2048px · 30 KBPNG4096px · 66 KBPDFprint · 3 KB

Horizontal · Bone

Mark, rule, secondary wordmark.

Download

SVGvector · 4 KBPNG1024px · 14 KBPNG2048px · 29 KBPNG4096px · 65 KBPDFprint · 3 KB

Horizontal · Mono Ink

Mark, rule, secondary wordmark.

Download

SVGvector · 3 KBPNG1024px · 14 KBPNG2048px · 30 KBPNG4096px · 67 KBPDFprint · 3 KB

Horizontal · Mono Bone

Mark, rule, secondary wordmark.

Download

SVGvector · 3 KBPNG1024px · 14 KBPNG2048px · 30 KBPNG4096px · 66 KBPDFprint · 3 KB

Horizontal · Restorative Luxury

With the category line set in JetBrains Mono.

Download

SVGvector · 9 KBPNG1024px · 17 KBPNG2048px · 37 KBPDFprint · 6 KB

Horizontal · Restorative Luxury (reversed)

For dark grounds.

Download

SVGvector · 9 KBPNG1024px · 17 KBPNG2048px · 36 KBPDFprint · 6 KB

Horizontal · Architectural Wellness

With the category line set in JetBrains Mono.

Download

SVGvector · 11 KBPNG1024px · 18 KBPNG2048px · 38 KBPDFprint · 7 KB

Horizontal · Architectural Wellness (reversed)

For dark grounds.

Download

SVGvector · 11 KBPNG1024px · 18 KBPNG2048px · 37 KBPDFprint · 7 KB

Identity

 Lockups

GuidelinesAssets

Mark centred above a hairline rule, wordmark below, with an optional category line in JetBrains Mono, wide-tracked.

 Vertical

 Horizontal

Vertical · Ink

Mark, rule, wordmark.

Download

SVGvector · 15 KBPNG1024px · 24 KBPNG2048px · 53 KBPNG4096px · 124 KBPDFprint · 10 KB

Vertical · Bone

Mark, rule, wordmark.

Download

SVGvector · 15 KBPNG1024px · 24 KBPNG2048px · 52 KBPNG4096px · 122 KBPDFprint · 10 KB

Vertical · Mono Ink

Mark, rule, wordmark.

Download

SVGvector · 15 KBPNG1024px · 24 KBPNG2048px · 54 KBPNG4096px · 126 KBPDFprint · 10 KB

Vertical · Mono Bone

Mark, rule, wordmark.

Download

SVGvector · 15 KBPNG1024px · 24 KBPNG2048px · 53 KBPNG4096px · 124 KBPDFprint · 10 KB

Vertical · Restorative Luxury

With the category line set in JetBrains Mono.

Download

SVGvector · 21 KBPNG1024px · 29 KBPNG2048px · 62 KBPDFprint · 13 KB

Vertical · Restorative Luxury (reversed)

For dark grounds.

Download

SVGvector · 21 KBPNG1024px · 28 KBPNG2048px · 62 KBPDFprint · 13 KB

Vertical · Architectural Wellness

With the category line set in JetBrains Mono.

Download

SVGvector · 22 KBPNG1024px · 29 KBPNG2048px · 63 KBPDFprint · 14 KB

Vertical · Architectural Wellness (reversed)

For dark grounds.

Download

SVGvector · 22 KBPNG1024px · 29 KBPNG2048px · 63 KBPDFprint · 14 KB

Horizontal · Ink

Mark, rule, wordmark.

Download

SVGvector · 15 KBPNG1024px · 16 KBPNG2048px · 36 KBPNG4096px · 79 KBPDFprint · 10 KB

Horizontal · Bone

Mark, rule, wordmark.

Download

SVGvector · 15 KBPNG1024px · 16 KBPNG2048px · 35 KBPNG4096px · 78 KBPDFprint · 10 KB

Horizontal · Mono Ink

Mark, rule, wordmark.

Download

SVGvector · 15 KBPNG1024px · 16 KBPNG2048px · 36 KBPNG4096px · 78 KBPDFprint · 10 KB

Horizontal · Mono Bone

Mark, rule, wordmark.

Download

SVGvector · 15 KBPNG1024px · 16 KBPNG2048px · 35 KBPNG4096px · 78 KBPDFprint · 10 KB

Horizontal · Restorative Luxury

With the category line set in JetBrains Mono.

Download

SVGvector · 21 KBPNG1024px · 19 KBPNG2048px · 42 KBPDFprint · 13 KB

Horizontal · Restorative Luxury (reversed)

For dark grounds.

Download

SVGvector · 21 KBPNG1024px · 18 KBPNG2048px · 41 KBPDFprint · 13 KB

Horizontal · Architectural Wellness

With the category line set in JetBrains Mono.

Download

SVGvector · 22 KBPNG1024px · 19 KBPNG2048px · 43 KBPDFprint · 14 KB

Horizontal · Architectural Wellness (reversed)

For dark grounds.

Download

SVGvector · 22 KBPNG1024px · 19 KBPNG2048px · 43 KBPDFprint · 14 KB

Identity

 Clear Space & Misuse

GuidelinesAssets

Clear space is X on every side, where X is the height of the mark's shortest stroke, which is also the wordmark's cap height. One measurement, derived from the artwork itself, so it scales with the mark and never needs recalculating. Nothing enters the field: no type, no rule, no image edge, no other mark, no partner logo.

 Minimum sizes

Every floor below is where the artwork physically stops working, not a preference.

Asset Floor Why  
---------  
Logomark, screen 24px tall Below this the stroke gaps close. Use the badge instead.  
Logomark, print 9mm tall At 300dpi. Below this, ink spread merges the two thinnest strokes.  
Logomark, embroidery 25mm wide Thread minimum. Below this, wordmark only.  
Favicon 16px Bolded. Seven strokes at every size; the mark is never reduced.  
Wordmark 80px / 24mm wide Below this the tracking closes up and it reads as one word.  
Horizontal lockup 160px / 46mm wide Below this, use the mark and wordmark separately.  
  
 Misuse

Eight ways the mark breaks, each drawn from the real artwork rather than illustrated. This is the page to send someone who has already got it wrong, so every panel says what the rule is and why it exists, not just that it was broken.

 Each case on its own

 Do

   Keep the seven-stroke rhythm and steep pitch exact. This is the recognisable silhouette.
   Use Ink-on-Bone or Bone-on-Ink as the default pairing.
   Let the centre stroke's extra weight and open base be the only irregularity.
   Give the mark at least one stroke-gap of clear space on every side.

 Do not

   Do not recolour all seven strokes for decoration. Multi-colour is reserved for Lever-specific data contexts.
   Do not enlarge the gap beneath the centre stroke, and never render it as an arch, doorway, or other literal opening -- it is negative space, not a drawn shape.
   Do not add a container around the free-standing mark. The arch and keyhole containers were explored and superseded.
   Do not distort proportions, add shadow or glow, outline the mark, or use it as a background fill.

Clear space

X on every side, where X is the mark's shortest stroke.

Download

SVGvector · 82 KBPNG1200px · 32 KBPNG2400px · 74 KBPDFprint · 43 KB

Minimum sizes

Every asset at its floor, drawn at true relative scale.

Download

SVGvector · 73 KBPNG1200px · 23 KBPNG2400px · 54 KBPDFprint · 38 KB

Misuse · all eight

The full sheet. Send this one.

Download

SVGvector · 283 KBPNG1400px · 103 KBPNG2800px · 237 KBPDFprint · 145 KB

Never distort

The stroke rhythm is the mark. Scale proportionally, always.

Download

SVGvector · 33 KBPNG880px · 35 KBPDFprint · 18 KB

Never rotate

The roofline reads as a roofline only when it is level.

Download

SVGvector · 29 KBPNG880px · 39 KBPDFprint · 16 KB

Never recolour

Ink, Bone, or one Chroma in a Lever context. Nothing else.

Download

SVGvector · 32 KBPNG880px · 35 KBPDFprint · 17 KB

Never add effects

No shadow, glow, bevel, gradient or outline. The mark is flat.

Download

SVGvector · 35 KBPNG880px · 40 KBPDFprint · 19 KB

Never rearrange

Seven strokes, in this order, at these heights.

Download

SVGvector · 30 KBPNG880px · 34 KBPDFprint · 16 KB

Never crowd

Respect the clear space. Nothing enters the exclusion field.

Download

SVGvector · 51 KBPNG880px · 44 KBPDFprint · 28 KB

Never re-set the wordmark

It is drawn as outlines. Do not retype it in a system font.

Download

SVGvector · 35 KBPNG880px · 35 KBPDFprint · 19 KB

Never place on a busy ground

Use the badge, or a solid panel behind the mark.

Download

SVGvector · 37 KBPNG880px · 90 KBPDFprint · 21 KB

---

 System

Brand Portal

 System

Colour, type, motion, and the iconography and schematics built on them.

ColourContrast & AccessTypographyMotionIconographySchematicsThe Anatomy of a Home

System

 Colour

GuidelinesAssets

Seven Chroma colours, one per Lever, over a six-step neutral foundation. Bone is the default canvas; Ink is the default text.

 The Chroma Series

Sleep Terracotta

B85B3F

Lever 01 · Sleep

Tidewater Slate

4A6D86

Lever 02 · Movement

Honey Ochre

C99544

Lever 03 · Nutrition

Olive Grove

5C7E48

Lever 04 · Connection

Mauve Clay

8A5C5C

Lever 05 · Mindfulness

Deep Indigo

3D4F7C

Lever 06 · Purpose

Sanctuary Olive

7D8B3F

Lever 07 · Environmental Safety

 Chroma Light

The same seven, lifted for Ink and other dark grounds where the originals fall below comfortable contrast. Use these anywhere the ground is dark.

Sleep Terracotta Light

CD8E79

Lever 01 · Sleep

Tidewater Slate Light

849AA8

Lever 02 · Movement

Honey Ochre Light

D8B57C

Lever 03 · Nutrition

Olive Grove Light

90A57F

Lever 04 · Connection

Mauve Clay Light

AF8F8C

Lever 05 · Mindfulness

Deep Indigo Light

7C86A1

Lever 06 · Purpose

Sanctuary Olive Light

A6AE79

Lever 07 · Environmental Safety

 The Neutral Foundation

Bone

F6F2EA

Default canvas, web body

Paper

EFE9DD

Section breaks, cards

Linen

E5DDCD

Photo mounts, print spreads

Stone

8C857A

Secondary text, rules

Graphite

3A332B

Body alt on dark

Ink

1B1714

Primary text, foil dark

 The Lever environment

Each Lever owns an environment, not just a swatch. Where a section belongs to one Lever, that Lever's Chroma colour takes the full bleed and everything else adapts to it. This is what makes a deck or a brochure read as one system rather than a set of pages that happen to share a logo.

Element Treatment  
------  
Ground The Lever's Chroma colour, full bleed, no gradient.  
Imagery Duotoned to the Chroma colour, 12 to 20 percent opacity over the ground. The photograph sets mood, never detail.  
Type Bone throughout. Cormorant for the section title, JetBrains Mono for the lever label.  
Lever label “BIOHARMONY LEVER 01” in mono, wide-tracked, with the Lever icon to its left.  
Rule A short Bone rule under the title, roughly one sixth of the measure.  
Body Bone at 85 percent on the Chroma ground. Never Ink on Chroma; the contrast fails.  
Adjacent pages Return to Bone. The Chroma environment is an event, not a default.  
  
 Downloadable swatch cards

Sleep Terracotta

B85B3F · Lever 01 Sleep

Download

SVGvector · 32 KBPNG512px · 15 KBPNG1024px · 32 KBPDFprint · 20 KB

Tidewater Slate

4A6D86 · Lever 02 Movement

Download

SVGvector · 31 KBPNG512px · 15 KBPNG1024px · 33 KBPDFprint · 19 KB

Honey Ochre

C99544 · Lever 03 Nutrition

Download

SVGvector · 25 KBPNG512px · 13 KBPNG1024px · 29 KBPDFprint · 16 KB

Olive Grove

5C7E48 · Lever 04 Connection

Download

SVGvector · 25 KBPNG512px · 13 KBPNG1024px · 30 KBPDFprint · 16 KB

Mauve Clay

8A5C5C · Lever 05 Mindfulness

Download

SVGvector · 27 KBPNG512px · 14 KBPNG1024px · 31 KBPDFprint · 17 KB

Deep Indigo

3D4F7C · Lever 06 Purpose

Download

SVGvector · 26 KBPNG512px · 13 KBPNG1024px · 29 KBPDFprint · 17 KB

Sanctuary Olive

7D8B3F · Lever 07 Environmental Safety

Download

SVGvector · 36 KBPNG512px · 17 KBPNG1024px · 37 KBPDFprint · 22 KB

Bone

F6F2EA · Default canvas, web body

Download

SVGvector · 21 KBPNG512px · 10 KBPNG1024px · 24 KBPDFprint · 14 KB

Paper

EFE9DD · Section breaks, cards

Download

SVGvector · 22 KBPNG512px · 10 KBPNG1024px · 24 KBPDFprint · 14 KB

Linen

E5DDCD · Photo mounts, print spreads

Download

SVGvector · 24 KBPNG512px · 10 KBPNG1024px · 23 KBPDFprint · 15 KB

Stone

8C857A · Secondary text, rules

Download

SVGvector · 23 KBPNG512px · 11 KBPNG1024px · 25 KBPDFprint · 15 KB

Graphite

3A332B · Body alt on dark

Download

SVGvector · 22 KBPNG512px · 12 KBPNG1024px · 26 KBPDFprint · 14 KB

Ink

1B1714 · Primary text, foil dark

Download

SVGvector · 15 KBPNG512px · 8 KBPNG1024px · 19 KBPDFprint · 10 KB

System

 Contrast & Access

GuidelinesAssets

Ratios here are computed, not judged. Relative luminance per WCAG 2.1, then the standard formula. AA needs 4.5:1 for body text and 3:1 for large text, where large means 18pt and up, or 14pt and up bold. AAA needs 7:1 and 4.5:1. Every approved pair in the system is listed with its measured ratio, including the ones that fail.

Three colours in current use fail AA for body text. Terra at 4.08:1, Stone at 3.27:1, and Honey Ochre at 2.39:1, all on Bone. None of them is wrong as a display colour. All three are wrong for a paragraph.

 What the numbers say

 Terra on Bone is 4.08:1

It fails AA for body text and passes for large. Terra is correct for headlines, stat numerals, eyebrow labels and the Chroma Period, which are all large or non-essential. It is not correct for body copy, and it is not correct for a link inside a paragraph unless that link is also underlined.

 Stone on Bone is 3.27:1

Also fails AA for body. Stone is a captions-and-rules colour, not a reading colour. Where Stone is currently carrying a full sentence, Graphite at 11.14:1 is the replacement.

 Honey Ochre fails everywhere on light

2.39:1 on Bone, 2.21:1 on Paper, 1.98:1 on Linen. It fails large text too on all three. Lever 03 labels must sit on Ink, or use Honey Ochre as a fill with Ink type over it, never as type on a light ground.

 Graphite on Ink is 1.43:1

Effectively invisible. The dark neutrals are not a pair; use Bone or Stone on Ink.

 Chroma Light exists for exactly this

Every Chroma Light value clears AA for large text on Ink or Graphite, which the original Chroma values do not. That was the reason for the set, and this table is the evidence.

 The measured sheet

 Rules

   Body copy uses Ink on Bone, Ink on Paper, or Bone on Ink. Nothing else clears AAA at reading size.
   Terra is a display and accent colour. Never set a paragraph in it.
   Any link inside body copy that is coloured rather than underlined must clear 4.5:1 against its ground.
   Never place a Chroma value as type on Linen. The tertiary surface is for panels and dividers, not for coloured text.
   Chroma on light grounds is for large text and fills. Chroma Light on dark grounds is for the same.
   When a pairing is not on this sheet, it is not approved. Measure it before using it.

Contrast sheet · Light

Every approved pair with its measured WCAG ratio.

Download

SVGvector · 1.3 MBPNG1300px · 328 KBPNG2600px · 785 KBPDFprint · 664 KB

Contrast sheet · Dark

Every approved pair with its measured WCAG ratio.

Download

SVGvector · 1.3 MBPNG1300px · 325 KBPNG2600px · 776 KBPDFprint · 665 KB

System

 Typography

GuidelinesAssets

Four faces, one job each. Cormorant Garamond is the identity voice, Jost is its technical counterpart, Hanken Grotesk carries every sentence, and JetBrains Mono labels without ever speaking.

 Specimen

 The faces

Face Weights Role  
---------  
Cormorant Garamond Regular and Italic Headlines, statement copy, stat numerals, section numbers, pagination.  
Hanken Grotesk Regular Body copy, supporting sentences, sub-labels.  
JetBrains Mono Regular Eyebrow labels, footers, citations, pagination context. Always uppercase, always wide-tracked.  
  
 Canonical scale

One scale, three media. Print sizes are points, screen sizes are pixels, deck sizes are the verified points from the Presentations section. Where a row is blank, that role does not exist in that medium.

Role Print Screen Deck  
------------  
Display / hero — clamp(40, 6vw, 76)px 130pt  
Section title 34pt 34px 63-66pt  
Statement 24pt 26px 60pt  
Editorial italic 18pt 22px 48pt  
Subhead 16pt 19px 27-33pt  
Body 10.5pt 16px 21-26pt  
Small body 9pt 14px —  
Label / eyebrow 7.5pt 11px 18-19.5pt  
Caption / citation 6.5pt 10px 14-16.5pt  
  
 Rules

   Cormorant is never set below 16px on screen or 9pt in print. Below that its modelling disappears and it reads as a generic serif.
   Hanken Grotesk carries every paragraph, in all three media. Cormorant is for display and editorial lines only.
   JetBrains Mono is always uppercase and always wide-tracked, from 0.16em to 0.34em depending on size. It never carries a sentence.
   Jost appears only in the secondary wordmark. It is not a body face and not a heading face.
   Line length caps at 72 characters for Hanken and 60 for Cormorant. Beyond that, split the column.
   Tracking is negative only above 96pt, and never below zero at reading size.
   Cormorant sets oldstyle figures. Expect large numerals to sit unevenly, and leave 0.275 of the point size as clearance beneath them.

Type specimen · Light

Four faces at their real roles and sizes.

Download

SVGvector · 228 KBPNG1300px · 71 KBPNG2600px · 166 KBPDFprint · 121 KB

Type specimen · Dark

Four faces at their real roles and sizes.

Download

SVGvector · 228 KBPNG1300px · 70 KBPNG2600px · 165 KBPDFprint · 121 KB

System

 Motion

GuidelinesAssets

The mark is seven strokes at seven heights. That is the entire animation brief. They arrive centre-out, because the tallest stroke is the ridge and everything else resolves around it, and they arrive staggered because a roofline is built, not switched on.

 Specification

Property Value  
------  
Sequence Centre out: stroke 4, then 3 and 5, then 2 and 6, then 1 and 7.  
Stagger 60ms between each arrival.  
Duration 420ms per stroke.  
Total 780ms from first pixel to settled.  
Easing Ease-out cubic. cubic-bezier(.22, 1, .36, 1).  
Transform Opacity 0 to 1, with a rise of 16 percent of the mark's height. Nothing scales, nothing rotates.  
Rest state Fully settled. The mark never loops, pulses, breathes or shimmers.  
Exit If it must leave, it fades as one object over 240ms. It does not disassemble.  
  
 Ready-made

A self-contained animated SVG, under 1.5KB, no JavaScript. It already honours reduced-motion preferences.

 Rules

   The mark animates on arrival only: a page load, a title card, a section transition. Never on scroll, never on hover.
   Once per view. A mark that rebuilds every time it enters the viewport reads as a loading state.
   The wordmark does not animate stroke by stroke. It fades as one object, 240ms, starting 200ms after the mark completes.
   Nothing else in the system moves on its own. No drifting backgrounds, no parallax on the schematics, no counting-up stat numerals.
   Honour prefers-reduced-motion. The supplied SVG already does: the strokes appear fully formed with no animation.
   In video, the same timing applies at 24 or 30fps. Do not re-time it to the edit.
   Never animate a Chroma colour transition. Colour changes are cuts, not fades.

Build sequence

Centre out, 60ms apart, 420ms each. 780ms total.

Download

SVGvector · 59 KBPNG1400px · 20 KBPNG2800px · 46 KBPDFprint · 39 KB

Animated mark · self-contained SVG

Drops into any page or email. Honours prefers-reduced-motion with no extra work.

Two grounds supplied. No JavaScript, no dependencies, under 1.5KB each.

Download

SVGBone ground · 1 KBSVGInk ground · 1 KB

System

 Iconography

GuidelinesAssets

The established icon set, drawn on a 24pt grid with a hairline stroke. These are the glyphs used across the brand guide and inside both schematics. They are the reference set; nothing here has been redrawn.

One set, everywhere. The same nineteen glyphs appear in the schematics, the presentation dividers, and every download below. If an icon appears anywhere it is not in this section, it is not part of the system.

 The Seven Levers of BioHarmony™

Each available in Ink, Bone, its Chroma colour, and Chroma Light for dark grounds.

 Home Determinants of Health™

Each available in Ink, Bone, and Terracotta.

 Full sheets

01 · Sleep

Download

01 · Sleep · Ink

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 9 KBPNG512px · 20 KBPDFprint · 1 KB

01 · Sleep · Bone

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 9 KBPNG512px · 19 KBPDFprint · 1 KB

01 · Sleep · Chroma

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 9 KBPNG512px · 20 KBPDFprint · 1 KB

01 · Sleep · Chroma Light

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 9 KBPNG512px · 20 KBPDFprint · 1 KB

02 · Movement

Download

02 · Movement · Ink

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 9 KBPNG512px · 18 KBPDFprint · 1 KB

02 · Movement · Bone

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 9 KBPNG512px · 18 KBPDFprint · 1 KB

02 · Movement · Chroma

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 9 KBPNG512px · 19 KBPDFprint · 1 KB

02 · Movement · Chroma Light

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 9 KBPNG512px · 18 KBPDFprint · 1 KB

03 · Nutrition

Download

03 · Nutrition · Ink

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 3 KBPNG256px · 6 KBPNG512px · 14 KBPDFprint · 1 KB

03 · Nutrition · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 6 KBPNG512px · 13 KBPDFprint · 1 KB

03 · Nutrition · Chroma

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 3 KBPNG256px · 7 KBPNG512px · 14 KBPDFprint · 1 KB

03 · Nutrition · Chroma Light

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 3 KBPNG256px · 7 KBPNG512px · 14 KBPDFprint · 1 KB

04 · Connection

Download

04 · Connection · Ink

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 6 KBPNG512px · 12 KBPDFprint · 1 KB

04 · Connection · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 5 KBPNG512px · 12 KBPDFprint · 1 KB

04 · Connection · Chroma

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 6 KBPNG512px · 12 KBPDFprint · 1 KB

04 · Connection · Chroma Light

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 6 KBPNG512px · 12 KBPDFprint · 1 KB

05 · Mindfulness

Download

05 · Mindfulness · Ink

SVGvector · 0 KBPNG64px · 3 KBPNG128px · 6 KBPNG256px · 13 KBPNG512px · 27 KBPDFprint · 1 KB

05 · Mindfulness · Bone

SVGvector · 0 KBPNG64px · 3 KBPNG128px · 6 KBPNG256px · 13 KBPNG512px · 27 KBPDFprint · 1 KB

05 · Mindfulness · Chroma

SVGvector · 0 KBPNG64px · 3 KBPNG128px · 6 KBPNG256px · 13 KBPNG512px · 28 KBPDFprint · 1 KB

05 · Mindfulness · Chroma Light

SVGvector · 0 KBPNG64px · 3 KBPNG128px · 6 KBPNG256px · 13 KBPNG512px · 28 KBPDFprint · 1 KB

06 · Purpose

Download

06 · Purpose · Ink

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 2 KBPNG256px · 3 KBPNG512px · 7 KBPDFprint · 1 KB

06 · Purpose · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 2 KBPNG256px · 3 KBPNG512px · 7 KBPDFprint · 1 KB

06 · Purpose · Chroma

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 2 KBPNG256px · 3 KBPNG512px · 7 KBPDFprint · 1 KB

06 · Purpose · Chroma Light

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 2 KBPNG256px · 3 KBPNG512px · 7 KBPDFprint · 1 KB

07 · Environmental Safety

Download

07 · Environmental Safety · Ink

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 9 KBPNG512px · 19 KBPDFprint · 1 KB

07 · Environmental Safety · Bone

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 9 KBPNG512px · 19 KBPDFprint · 1 KB

07 · Environmental Safety · Chroma

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 9 KBPNG512px · 19 KBPDFprint · 1 KB

07 · Environmental Safety · Chroma Light

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 9 KBPNG512px · 19 KBPDFprint · 1 KB

01 · Air Quality

Download

01 · Air Quality · Ink

SVGvector · 0 KBPNG64px · 0 KBPNG128px · 1 KBPNG256px · 1 KBPNG512px · 2 KBPDFprint · 1 KB

01 · Air Quality · Bone

SVGvector · 0 KBPNG64px · 0 KBPNG128px · 1 KBPNG256px · 1 KBPNG512px · 2 KBPDFprint · 1 KB

01 · Air Quality · Terracotta

SVGvector · 0 KBPNG64px · 0 KBPNG128px · 1 KBPNG256px · 1 KBPNG512px · 2 KBPDFprint · 1 KB

02 · Water Quality

Download

02 · Water Quality · Ink

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 8 KBPNG512px · 18 KBPDFprint · 1 KB

02 · Water Quality · Bone

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 8 KBPNG512px · 18 KBPDFprint · 1 KB

02 · Water Quality · Terracotta

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 8 KBPNG512px · 18 KBPDFprint · 1 KB

03 · Lighting

Download

03 · Lighting · Ink

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 6 KBPNG512px · 13 KBPDFprint · 1 KB

03 · Lighting · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 6 KBPNG512px · 13 KBPDFprint · 1 KB

03 · Lighting · Terracotta

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 6 KBPNG512px · 13 KBPDFprint · 1 KB

04 · Thermal

Download

04 · Thermal · Ink

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 5 KBPNG512px · 12 KBPDFprint · 1 KB

04 · Thermal · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 5 KBPNG512px · 11 KBPDFprint · 1 KB

04 · Thermal · Terracotta

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 5 KBPNG512px · 12 KBPDFprint · 1 KB

05 · Acoustics

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05 · Acoustics · Ink

SVGvector · 0 KBPNG64px · 0 KBPNG128px · 1 KBPNG256px · 2 KBPNG512px · 4 KBPDFprint · 1 KB

05 · Acoustics · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 1 KBPNG256px · 2 KBPNG512px · 4 KBPDFprint · 1 KB

05 · Acoustics · Terracotta

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 1 KBPNG256px · 2 KBPNG512px · 4 KBPDFprint · 1 KB

06 · Aromas

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06 · Aromas · Ink

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 5 KBPNG512px · 11 KBPDFprint · 1 KB

06 · Aromas · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 5 KBPNG512px · 11 KBPDFprint · 1 KB

06 · Aromas · Terracotta

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 5 KBPNG512px · 11 KBPDFprint · 1 KB

07 · Biophilia

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07 · Biophilia · Ink

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 8 KBPNG512px · 18 KBPDFprint · 1 KB

07 · Biophilia · Bone

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 8 KBPNG512px · 18 KBPDFprint · 1 KB

07 · Biophilia · Terracotta

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 8 KBPNG512px · 18 KBPDFprint · 1 KB

08 · Materials

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08 · Materials · Ink

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 2 KBPNG256px · 4 KBPNG512px · 7 KBPDFprint · 1 KB

08 · Materials · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 2 KBPNG256px · 4 KBPNG512px · 7 KBPDFprint · 1 KB

08 · Materials · Terracotta

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 2 KBPNG256px · 4 KBPNG512px · 7 KBPDFprint · 1 KB

09 · Layouts

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09 · Layouts · Ink

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 1 KBPNG256px · 2 KBPNG512px · 4 KBPDFprint · 1 KB

09 · Layouts · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 1 KBPNG256px · 2 KBPNG512px · 4 KBPDFprint · 1 KB

09 · Layouts · Terracotta

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 1 KBPNG256px · 2 KBPNG512px · 4 KBPDFprint · 1 KB

10 · Safety

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10 · Safety · Ink

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 2 KBPNG256px · 5 KBPNG512px · 10 KBPDFprint · 1 KB

10 · Safety · Bone

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 2 KBPNG256px · 5 KBPNG512px · 10 KBPDFprint · 1 KB

10 · Safety · Terracotta

SVGvector · 0 KBPNG64px · 1 KBPNG128px · 3 KBPNG256px · 5 KBPNG512px · 11 KBPDFprint · 1 KB

11 · Toxins

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11 · Toxins · Ink

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 10 KBPNG512px · 20 KBPDFprint · 1 KB

11 · Toxins · Bone

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 4 KBPNG256px · 9 KBPNG512px · 20 KBPDFprint · 1 KB

11 · Toxins · Terracotta

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 9 KBPNG512px · 20 KBPDFprint · 1 KB

12 · Hygiene

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12 · Hygiene · Ink

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 9 KBPNG512px · 20 KBPDFprint · 1 KB

12 · Hygiene · Bone

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 9 KBPNG512px · 20 KBPDFprint · 1 KB

12 · Hygiene · Terracotta

SVGvector · 0 KBPNG64px · 2 KBPNG128px · 5 KBPNG256px · 10 KBPNG512px · 20 KBPDFprint · 1 KB

Seven Levers · full sheet · Ink

All glyphs on one artboard.

Download

SVGvector · 2 KBPNG1024px · 19 KBPNG2048px · 45 KBPDFprint · 2 KB

Seven Levers · full sheet · Bone

All glyphs on one artboard.

Download

SVGvector · 2 KBPNG1024px · 20 KBPNG2048px · 46 KBPDFprint · 2 KB

Home Determinants of Health · full sheet · Ink

All glyphs on one artboard.

Download

SVGvector · 3 KBPNG1024px · 25 KBPNG2048px · 59 KBPDFprint · 2 KB

Home Determinants of Health · full sheet · Bone

All glyphs on one artboard.

Download

SVGvector · 3 KBPNG1024px · 25 KBPNG2048px · 59 KBPDFprint · 2 KB

System

 Schematics

GuidelinesAssets

Three framework diagrams. Colour and monochrome, on light and dark grounds. The layout, icons and palette of the first two are the originals; only the ground and the resolved styling differ between variants.

A portability fix, not a redesign. The two original source files carry part of their styling in Tailwind class names with no stylesheet attached, so labels and icons fall back to solid black outside the website. The variants below resolve that styling into real attributes so the artwork looks right in Illustrator, InDesign, PowerPoint and print. The untouched source files are included too.

 The Seven Levers of BioHarmony™

 The Oculus™ — the Twelve Home Determinants of Health

The Oculus is the framework, drawn as a single diagram: the twelve Home Determinants of Health it assesses. One name for one thing, same as the Seven Levers.

 Labelled reference rasters

As supplied, for design and development reference.

Seven Levers · Color · Light

The framework, as originally drawn.

Download

SVGvector · 9 KBPNG1024px · 26 KBPNG2048px · 61 KBPDFprint · 11 KB

Seven Levers · Color · Dark

The framework, as originally drawn.

Download

SVGvector · 9 KBPNG1024px · 26 KBPNG2048px · 60 KBPDFprint · 11 KB

Seven Levers · Mono · Light

The framework, as originally drawn.

Download

SVGvector · 9 KBPNG1024px · 23 KBPNG2048px · 53 KBPDFprint · 11 KB

Seven Levers · Mono · Dark

The framework, as originally drawn.

Download

SVGvector · 9 KBPNG1024px · 24 KBPNG2048px · 56 KBPDFprint · 11 KB

Seven Levers · original source files

Untouched, exactly as supplied in Brand Assets/03Schematics.

These carry Tailwind class styling and render flat black outside a Tailwind page. Use the versions above for anything outside the website.

Download

SVGsource · 9 KBSVGsource · 8 KB

The Oculus · Color · Light

Twelve Home Determinants of Health.

Download

SVGvector · 14 KBPNG1024px · 91 KBPNG2048px · 219 KBPDFprint · 12 KB

The Oculus · Color · Dark

Twelve Home Determinants of Health.

Download

SVGvector · 14 KBPNG1024px · 96 KBPNG2048px · 232 KBPDFprint · 12 KB

The Oculus · Mono · Light

Twelve Home Determinants of Health.

Download

SVGvector · 14 KBPNG1024px · 75 KBPNG2048px · 184 KBPDFprint · 11 KB

The Oculus · Mono · Dark

Twelve Home Determinants of Health.

Download

SVGvector · 14 KBPNG1024px · 80 KBPNG2048px · 196 KBPDFprint · 11 KB

The Oculus · original source files

Untouched, exactly as supplied in Brand Assets/03Schematics.

These carry Tailwind class styling and render flat black outside a Tailwind page. Use the versions above for anything outside the website.

Download

SVGsource · 13 KBSVGsource · 13 KB

Seven Levers · colour · labelled

Labelled reference raster, as supplied.

Download

PNG2400px · 123 KBPDFprint · 93 KB

Seven Levers · black ground · labelled

Labelled reference raster, as supplied.

Download

PNG2400px · 118 KBPDFprint · 69 KB

The Oculus · colour · labelled

Labelled reference raster, as supplied.

Download

PNG2400px · 380 KBPDFprint · 196 KB

System

 The Anatomy of a Home

GuidelinesAssets

A house is not a set of rooms. It is a living organism. The living room is the heart, the kitchen is the gut, the hallway is the muscle nobody uses, and the ventilation is a pair of lungs working twenty thousand times a day whether anyone specified them or not. Once a client sees the house this way, they stop shopping for features and start thinking about systems, which is the only way this work makes sense.

Why this earns its place. This earns its place because it fills a real gap rather than decorating one. The Seven Levers are functions. The Home Determinants are inputs. Neither of them is a place, and a place is the only thing a client is actually standing in. The Anatomy is the third lens: it takes a framework built for clinicians and makes it navigable by someone in their own hallway. It is also the reason a walkthrough can be structured rather than improvised, and it turns the whole system into something a homeowner can repeat to a friend without a diagram.

 The seven organs

Organ In the house What it stands for  
---------  
The brain Bedroom, study, quiet room Rest, repair, and focus. The consolidation that only happens in the dark, and the architectural capacity to be still.  
The heart Living room, dining room, gathering spaces Circulation. Where the household collects, and how often it does.  
The lungs Ventilation, windows, air handling Twenty thousand breaths a day, almost none of them specified.  
The gut Kitchen and pantry Nourishment and metabolic health. Everything that enters the body starts in this room.  
The muscles Hallways, stairs, thresholds Movement built into the day rather than scheduled into a calendar.  
The kidneys Bathrooms Water in, water out. The room that decides what the household drinks, washes in and breathes while it does.  
The liver Laundry room, mudroom, utility First-pass filtration. Where what the household carries in is stripped off before it reaches anything else.  
  
Where is the skin? An eighth organ was left out on purpose. The skin, meaning the envelope of walls, windows and roof, is not one room among the seven, so it is not one entry among the seven. It is the shape of the diagram itself: the outer wall the whole body sits inside. Everything the house admits or keeps out passes through it before it reaches any organ.

 Lines

A house is not a set of rooms. It is a living organism. We treat it like one.

Every home has a heart, lungs and a gut. Most of them are unwell.

The living room is the heart. The kitchen is the gut. The hallway is the muscle you never use.

Your home has a pulse. We keep it beating.

We do not renovate rooms. We treat systems.

“Your home has a pulse. We keep it beating.” already sat in the wit bank as a Straight Line. It now has an entire system behind it, which is what turns a good line into a position.

 Where it earns its keep

Where How to use it  
------  
The walkthrough Structure a site visit organ by organ. It gives a tour a spine and stops it becoming a list of upgrades.  
Homeowner copy Clients think in rooms, not determinants. Lead with the organ and the determinant arrives painlessly.  
The discovery session Seven organs is seven conversations. It is a ready-made agenda for the Vision Blueprint.  
Social A series of seven, one per organ. The only place the full anatomy should appear in short form.  
Press and keynote The fastest way to make an invisible argument tangible in under a minute.  
Proposals Use as section architecture, not as copy. The organ names title the sections; the body stays technical.  
  
 Where to stop

The metaphor is strong, which is exactly why it needs a fence around it.

   Seven organs, one skin. An organ can cover more than one room; a room does not have to have an organ. Do not invent an eighth to make a point, and do not split one to fill a layout.
   Seven organs is not the Seven Levers. The count is a coincidence and there is no row-by-row mapping between them. If someone draws a line from an organ to a Lever, correct it: the Levers are functions, the Anatomy is a place, and the two are different lenses on the same house.
   The metaphor explains, it never diagnoses. A home is not sick, does not have a disease, and never needs surgery.
   Nothing grotesque. No bowels, no bladder, no organ anyone would rather not picture over dinner.
   It is a way in, not the framework. The Seven Levers remain the framework. The Anatomy is how you explain a Lever to someone standing in their hallway.
   One organ per short piece. The full anatomy belongs to a walkthrough, a tour, or a long feature, never a caption.
   Never present the mapping as physiology. It is a teaching metaphor. The science lives in the Levers and the Determinants, and that is where proof belongs.
   Resist the pun. “Heart of the home” is already a cliché in real estate. Ours works because it is followed by an actual system, not because it sounds warm.

The Anatomy of a Home · Colour · Light

The house read as a body. Eight systems, each tied to a Lever.

Download

SVGvector · 580 KBPNG1024px · 158 KBPNG2048px · 352 KBPDFprint · 350 KB

The Anatomy of a Home · Mono · Light

The house read as a body. Eight systems, each tied to a Lever.

Download

SVGvector · 565 KBPNG1024px · 134 KBPNG2048px · 292 KBPDFprint · 324 KB

The Anatomy of a Home · Colour · Dark

The house read as a body. Eight systems, each tied to a Lever.

Download

SVGvector · 580 KBPNG1024px · 158 KBPNG2048px · 352 KBPDFprint · 350 KB

The Anatomy of a Home · Mono · Dark

The house read as a body. Eight systems, each tied to a Lever.

Download

SVGvector · 565 KBPNG1024px · 134 KBPNG2048px · 292 KBPDFprint · 324 KB

---

 Applied

Brand Portal

 Applied

Stationery, decks, imagery, merchandise, and the retired directions kept on file.

ApplicationsPresentations & SlidesImageryMerchandise & EmbroideryArchive

Applied

 Applications

GuidelinesAssets

Stationery, social, and presentation templates. Every file is editable as SVG and ready to place as PNG or PDF.

Contact details are placeholders. The card, letterhead, and signature use name@thewellho.me. Replace before anything goes to print.

 Presentation dividers

One per Lever, in its Chroma colour.

 Email signature

The most-used asset in any brand system, and usually the least governed. This one is a table with inline styles and a base64 mark, because email clients strip style blocks, flexbox and SVG. It will render correctly in Outlook, Gmail, and Apple Mail without modification.

 Signature rules

   Paste into the signature editor in HTML mode. Pasting as rich text will strip the layout.
   The mark is embedded as base64 rather than hosted, so it renders with images blocked and never breaks if a URL moves.
   Cormorant, Hanken Grotesk and JetBrains Mono are named with system fallbacks. Most recipients see the fallback, which is intended: an email signature is not the place to fight a font stack.
   Do not add a logo image beside the mark, a second tagline, social icons, a legal disclaimer block, or a Sent from my iPhone line beneath it.
   Do not change the Chroma Period after the name. It is the one piece of brand colour in the signature.
   The plain-text version exists for clients that reject HTML entirely. Keep both in sync.

Business card · front

3.5 × 2 in

Download

SVGvector · 21 KBPNG1024px · 20 KBPNG2048px · 44 KBPDFprint · 13 KB

Business card · back

3.5 × 2 in · placeholder contact details

Download

SVGvector · 61 KBPNG1024px · 31 KBPNG2048px · 69 KBPDFprint · 36 KB

Business card · front · Ink

3.5 × 2 in

Download

SVGvector · 21 KBPNG1024px · 20 KBPNG2048px · 44 KBPDFprint · 13 KB

Letterhead

US Letter

Download

SVGvector · 22 KBPNG1024px · 18 KBPNG2048px · 43 KBPDFprint · 13 KB

Email signature

640 × 200 · placeholder details

Download

SVGvector · 44 KBPNG1024px · 25 KBPNG2048px · 56 KBPDFprint · 25 KB

Email signature · Ink

640 × 200

Download

SVGvector · 44 KBPNG1024px · 25 KBPNG2048px · 56 KBPDFprint · 25 KB

LinkedIn banner

1584 × 396

Download

SVGvector · 28 KBPNG1024px · 16 KBPNG2048px · 35 KBPDFprint · 16 KB

LinkedIn banner · Bone

1584 × 396

Download

SVGvector · 28 KBPNG1024px · 16 KBPNG2048px · 34 KBPDFprint · 16 KB

Show 14 more ↓

Open Graph image

1200 × 630

Download

SVGvector · 21 KBPNG1024px · 20 KBPNG2048px · 40 KBPDFprint · 13 KB

Open Graph image · Ink

1200 × 630

Download

SVGvector · 21 KBPNG1024px · 20 KBPNG2048px · 40 KBPDFprint · 13 KB

Presentation cover

1920 × 1080

Download

SVGvector · 45 KBPNG1024px · 26 KBPNG2048px · 57 KBPDFprint · 28 KB

Presentation cover · Bone

1920 × 1080

Download

SVGvector · 45 KBPNG1024px · 26 KBPNG2048px · 57 KBPDFprint · 28 KB

Instagram post

1080 × 1080

Download

SVGvector · 69 KBPNG1024px · 53 KBPNG2048px · 115 KBPDFprint · 42 KB

Instagram post · Bone

1080 × 1080

Download

SVGvector · 69 KBPNG1024px · 53 KBPNG2048px · 115 KBPDFprint · 42 KB

Instagram story

1080 × 1920

Download

SVGvector · 86 KBPNG1024px · 85 KBPNG2048px · 207 KBPDFprint · 52 KB

Instagram story · Ink

1080 × 1920

Download

SVGvector · 86 KBPNG1024px · 85 KBPNG2048px · 206 KBPDFprint · 52 KB

Video call background

1920 × 1080 · centre and right kept clear

Download

SVGvector · 37 KBPNG1024px · 16 KBPNG2048px · 38 KBPDFprint · 22 KB

Video call background · Bone

1920 × 1080

Download

SVGvector · 37 KBPNG1024px · 16 KBPNG2048px · 38 KBPDFprint · 22 KB

Voice cheat sheet

US Letter · printable

Download

SVGvector · 610 KBPNG1024px · 168 KBPNG2048px · 388 KBPDFprint · 339 KB

Imagery reference

Crop ratios and treatment values

Download

SVGvector · 385 KBPNG1024px · 63 KBPNG2048px · 155 KBPDFprint · 218 KB

Colour sheet

Reference

Download

SVGvector · 175 KBPNG1024px · 42 KBPNG2048px · 96 KBPDFprint · 102 KB

Type sheet

Reference

Download

SVGvector · 154 KBPNG1024px · 61 KBPNG2048px · 134 KBPDFprint · 88 KB

Divider · 01 Sleep

1920 × 1080

Download

SVGvector · 6 KBPNG1024px · 13 KBPNG1920px · 28 KBPDFprint · 5 KB

Divider · 02 Movement

1920 × 1080

Download

SVGvector · 10 KBPNG1024px · 17 KBPNG1920px · 33 KBPDFprint · 7 KB

Divider · 03 Nutrition

1920 × 1080

Download

SVGvector · 11 KBPNG1024px · 13 KBPNG1920px · 27 KBPDFprint · 7 KB

Divider · 04 Connection

1920 × 1080

Download

SVGvector · 11 KBPNG1024px · 15 KBPNG1920px · 32 KBPDFprint · 8 KB

Divider · 05 Mindfulness

1920 × 1080

Download

SVGvector · 14 KBPNG1024px · 19 KBPNG1920px · 39 KBPDFprint · 10 KB

Divider · 06 Purpose

1920 × 1080

Download

SVGvector · 9 KBPNG1024px · 12 KBPNG1920px · 24 KBPDFprint · 7 KB

Divider · 07 Environmental Safety

1920 × 1080

Download

SVGvector · 21 KBPNG1024px · 22 KBPNG1920px · 44 KBPDFprint · 14 KB

Email signature

Table layout, inline styles, base64 mark. Renders in Outlook, Gmail and Apple Mail.

Paste in HTML mode. Rich-text paste strips the layout.

Download

HTMLpaste in HTML mode · 8 KBTXTplain-text fallback · 0 KB

Applied

 Presentations & Slides

GuidelinesAssets

One system, two tools. A keynote built in PowerPoint and the same keynote built in Google Slides should be indistinguishable, and both should look like they came from the same studio as the website. The specification below was taken from the XML of a delivered deck rather than estimated from a render, so the sizes are what was actually shipped and worked in a room.

The portal is canonical. Where the deck and the portal disagreed, the portal wins. The delivered keynote used B25C27 for its orange and F8F3EC for its cream: both close to the brand tokens but not the same, which is how a palette quietly becomes two palettes. It also approximated the dark ground at roughly 262626, a third black. Terra B85B3F, Bone F6F2EA and Ink 1B1714 are canonical everywhere, and the deck is what gets corrected.

 Canvas

Item Specification  
------  
Reference canvas 13.333in x 7.5in, 16:9. PowerPoint's standard widescreen default.  
The delivered deck 20in x 11.25in. The same ratio at 1.5x scale, so not wrong, but standardise going forward.  
Google Slides default 10in x 5.625in. A third absolute size at the same ratio.  
Why it matters All three scale proportionally, so this only bites if an element is placed with absolute measurements. Build masters with relative placement and the size stops mattering.  
Margins Left and right 6.2% of width, top 8.3% of height, bottom 7.6%. Every component below sits on these.  
  
 Colour

The slide palette is the brand palette, with no additions. Terra is the only accent that appears on a slide.

Bone

F6F2EA

Default canvas, web body

Paper

EFE9DD

Section breaks, cards

Linen

E5DDCD

Photo mounts, print spreads

Stone

8C857A

Secondary text, rules

Graphite

3A332B

Body alt on dark

Ink

1B1714

Primary text, foil dark

Sleep Terracotta

B85B3F

Lever 01 · Sleep

Two colours needed reconciling. Two colours in the source spec needed reconciling against the portal, and both are worth stating plainly. Terra is Sleep Terracotta, Lever 01's Chroma colour, and it is also the brand's accent everywhere. That dual role is fine, but it means a slide about any other Lever should still use Terra as its accent rather than reaching for that Lever's own colour. The second is sharper: the Olive proposed as a positive indicator is Olive Grove, which is Lever 04 Connection. Using it for checkmarks would put a Lever colour on slides as decoration, which the colour rules already forbid. Olive Grove therefore stays out of decks entirely. It appears in this guide's own do and don't panels, which are documentation, not slide content. Terra remains the only accent on a slide, without exception.

 Typography

The same three faces already live on the portal, and all three are genuine open source, so they add natively in Google Slides and embed in PowerPoint with no licensing question. This replaces the delivered deck's ad hoc mix of Georgia, Helvetica Neue, Courier New and Arial. Setup is not zero-click, unlike system fonts. See the setup steps below.

Face Weights Role  
---------  
Cormorant Garamond Regular and Italic Headlines, statement copy, stat numerals, section numbers, pagination.  
Hanken Grotesk Regular Body copy, supporting sentences, sub-labels.  
JetBrains Mono Regular Eyebrow labels, footers, citations, pagination context. Always uppercase, always wide-tracked.  
  
 Type scale

Sizes taken from the delivered keynote's XML, not estimated from a render. Only the font names change.

Size Font Role Example  
------------  
130pt Cormorant Garamond, tracking tightened Hero title Homes that Heal.  
96-99pt Cormorant Garamond Big stat numerals, section statements 151K  
72pt Cormorant Garamond Stat numerals, secondary headlines 771M · 77%  
63-66pt Cormorant Garamond Section and statement headlines The Darwinian Evolution of Our Home.  
60pt Cormorant Garamond Mid-weight statement headline Six in ten adults live with...  
48pt Cormorant Garamond Italic Subtitle, editorial voice-over line Meet the fifth caregiver.  
44pt Cormorant Garamond Pagination digit 1 of 3  
27-33pt Cormorant Garamond Dates, section numerals, pull quotes 1939 - 2017  
25-28pt Cormorant Garamond Speaker credentials, short statements MD, MBA, MPH, CID  
21-26pt Cormorant (labels) / Hanken Grotesk (body) Sub-list items, anatomy labels The Age Wave  
18-19.5pt JetBrains Mono, uppercase, tracking +2.3pt Eyebrow labels, footer, pagination context HCIF 2026 · KEYNOTE  
14-16.5pt JetBrains Mono Citations, smallest captions AARP · 2024  
  
Cormorant sets oldstyle figures. Cormorant Garamond sets oldstyle figures by default: 3, 4, 5, 7 and 9 drop below the baseline while 6 and 8 rise above it. At 24pt nobody notices. At 240pt on a section divider it is the most conspicuous thing on the slide, and it is why a giant numeral will collide with a headline placed by baseline alone. Three things follow. Leave clearance below any large numeral equal to 0.275 of its point size, because that is how far the 3 actually descends. Expect 151K and 355K to sit unevenly, and treat that as the typographic choice it is rather than a bug to report. And know that the font does carry a lining-figure feature, but neither PowerPoint nor Google Slides exposes OpenType number forms reliably, so it cannot simply be switched on.

Resolved: Cormorant Garamond's oldstyle figures stay the house style, clearance rule and all. If even figures are ever wanted for stat numerals, Jost, Hanken Grotesk and JetBrains Mono all set lining figures by default, and Jost 300 in particular would give even, geometric numerals from a face already approved in this system. But that stays a fallback, not the default: the delivered keynote used Georgia, which also sets oldstyle figures, so what shipped and worked already had this character.

 Text treatment

   Inline emphasis: one word or a short phrase inside a headline, set in Cormorant Garamond Italic and coloured Terra.
   Editorial voice-over: an entire sentence in Cormorant Garamond Italic, in Ink on light or Bone on dark. Used for subtitles, connective lines and pull quotes.
   Tracking: display sizes at 96pt and above get slightly tightened letter-spacing. Mono eyebrow labels get widened. Never the reverse.
   Casing: eyebrow labels, footers and citations are always uppercase. Headlines and body copy are sentence case, never all-caps.
   One emphasis per slide. Two Terra phrases in one headline cancel each other out.

 Slide components

Component Specification  
------  
Eyebrow label Top-left, JetBrains Mono, uppercase, wide-tracked, Terra or Ink. One font, always.  
Pagination marker Top-right, digit + italic 'of' + digit. Cormorant, digits in Terra. Multi-part sequences only.  
Footer Bottom-left, © THE WELL HOME, JetBrains Mono at roughly 18pt, on every content slide.  
Stat callout Cormorant numeral in Terra, one-line Hanken label beneath, JetBrains Mono citation below that. Label and citation sit in fixed vertical slots so they cannot collide.  
Section divider Ink full bleed, giant Terra numeral, Bone Cormorant headline, mono sub-items in a row beneath.  
Case study The Diagnosis, The Prescription, The Outcome as three ruled rows. The Outcome is qualitative by default, not a manufactured percentage.  
Editorial line A full italic sentence on Ink, with a mono attribution beneath.  
Closing The signature line, with the emphasis falling on 'well lived'.  
  
 Component reference

Every layout below is drawn at the reference canvas and downloadable as SVG, PNG and PDF. Use them as position guides when building the master slides.

 Starter template

A working .pptx built to this specification. Open it in PowerPoint, or import it into Google Slides via File, then Import slides. Every layout carries its rule in the speaker notes.

 Setup · PowerPoint

  1. Install Cormorant Garamond, Hanken Grotesk and JetBrains Mono from Google Fonts on the machine doing the design work.
  2. Before distributing: File, then Options, then Save, then tick Embed fonts in the file.
  3. Choose Embed all characters, not just the characters in use, so anyone editing later has the full set.
  4. Never hand off a .pptx without this step. Without embedding, a recipient sees Calibri and the deck falls apart.

 Setup · Google Slides

  1. Open the file, then the font dropdown, then More fonts. Search and add all three faces.
  2. This is once per Google account, not once per file. Once added they stay available.
  3. There is no embedding step and none is needed. Slides renders from Google's own font library, so any viewer sees the correct faces in the browser.
  4. The trade is that Slides gives no OpenType control at all, which is why the figure question above cannot be solved there.

 Issues this spec resolves

Issue Resolution  
------  
Citation overlapping the stat label Layout. Resolved here by giving the label and citation fixed vertical slots rather than flowing them under a numeral of variable height.  
Duplicated words in case-study results Proofreading, not design. 'more confidence, more more independence' and 'reduction in agitation incidents. incidents.' both need correcting before reuse.  
Eyebrow label switching fonts mid-deck Resolved by making JetBrains Mono the only option for that slot.  
Two near-identical oranges and creams Resolved by adopting B85B3F and F6F2EA as canonical everywhere.  
A third-party stock infographic The CDC-style chronic disease graphic breaks the system entirely. Rebuild any such stat in-brand rather than embedding another organisation's design.  
  
 Do and don't

 Do

   Terra as the only accent, used sparingly.
   JetBrains Mono exclusively for labels, citations and footers.
   Cormorant Garamond Italic for both inline emphasis and full editorial lines.
   Alternate Bone and Ink grounds at section transitions.
   Embed fonts before sharing a .pptx.
   Rebuild third-party statistics as in-brand slides.

 Don't

   Introduce a second accent colour competing with Terra.
   Use a Lever's Chroma colour as a decorative accent on a slide that is not about that Lever.
   Set headlines or body copy in all-caps.
   Embed third-party-branded stock graphics.
   Hand off a .pptx without embedded fonts.
   Place a large numeral by baseline alone and assume it clears what sits beneath it.

Title slide

Hero title with inline emphasis, italic subtitle, footer.

Download

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Statement slide

Headline with one emphasised phrase, eyebrow and pagination.

Download

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Stat callout

Numeral, label, citation. Fixed slots so the citation cannot collide.

Download

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Section divider

Ink full bleed, giant Terra numeral, Bone headline, sub-items.

Download

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Case study

Diagnosis, prescription, outcome. The outcome is qualitative by default, not a manufactured percentage.

Download

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Editorial line

A full sentence in italic on Ink. Attribution in mono.

Download

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Closing slide

The signature line, with the emphasis on 'well lived'.

Download

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Applied

 Imagery

There is no licensed photography in this kit, and inventing sample imagery would only set a false expectation. What follows is the direction a photographer or a picture editor needs in order to shoot or select correctly, which is the part that actually governs whether an image belongs to this brand.

 What to shoot

Element Direction  
------  
Light One dominant source, ideally daylight, with the fall-off visible. The brand is about what light does to a body, so light should be a subject rather than a condition.  
Time of day Early morning or late afternoon. Midday flattens the thing we care about.  
Space Rooms with air in them. A wide enough frame to read the architecture, not a detail crop of a cushion.  
People Present but unposed, and rarely looking at camera. A room is being lived in, not modelled.  
Palette in frame Warm neutrals, timber, stone, plaster, linen. If the room already sits in the Bone to Ink range, the image will sit in the system without treatment.  
Nature Real and adjacent: a view, a plant that is clearly cared for, light through a leaf. Never a rendered plant.  
Detail shots Materials at touch distance. Grain, weave, edge, joint. These carry the craft argument better than a wide shot does.  
  
 What never to shoot

   Stock wellness clichés: white robes, cucumber water, stacked stones, lotus poses, hands forming a heart.
   Anything clinical: scrubs, stethoscopes, exam tables, a doctor pointing at a screen.
   Rendered interiors passed off as photography. If it is a render, label it as one.
   Third-party-branded infographics. Rebuild the statistic in-brand instead.
   High-key white backgrounds. The brand ground is Bone, never white.
   Heavy vignettes, HDR, teal-and-orange grades, or any filter that announces itself.
   People photographed from above looking up at camera, or any pose that reads as an advertisement.

 Treatment

Applied after selection, in this order. The goal is an image that sits inside the Bone-to-Ink range rather than one that has been filtered into it.

Step Specification  
------  
Base grade Warm, low contrast, lifted blacks. Nothing in the frame should reach pure black or pure white.  
Black point Ink, not 000. Bring the darkest value up to roughly Ink.  
White point Bone, not FFF. Bring the brightest value down to roughly Bone.  
Saturation Slightly reduced overall, with warmth retained in the skin and timber.  
Duotone Only for section grounds and Lever environments. Map shadows to Ink and highlights to the Lever's Chroma at 12 to 20 percent opacity over the ground.  
Text over image Only over a solid panel or a Lever environment ground. Never type directly onto an unmodified photograph.  
Crop Wide or square. Avoid tall portrait crops except in social, where the system already has formats.  
  
 Type and mark over imagery

   Type sits on a solid panel or a Lever environment ground, never directly on an unmodified photograph.
   The mark reverses to Bone over imagery, and only where the underlying value is dark enough to clear 4.5:1. Measure it; do not judge it.
   Where the ground is busy, use the badge. That is what the container exists for.
   Never place the mark over a face, a window, or the brightest area of the frame.
   Clear space applies over imagery exactly as it does on a flat ground. The image edge counts as an intruding element.

Applied

 Merchandise & Embroidery

GuidelinesAssets

The mark is drawn as a hairline. Thread, engraving burrs, foil spread and cut vinyl all have a minimum width the hairline sits below. Reproducing the standard mark through any of those processes will break the strokes up, pucker the ground, or fill the gaps. Use the weighted variants. They hold the same silhouette with strokes cut for the process.

No thread codes are published here. Match thread to the brand hex values, do not guess from a name. Send the supplier Ink 1B1714 and Bone F6F2EA and ask for their closest stock match plus a sew-out before the run. No thread codes are specified here because thread ranges differ by manufacturer and change; publishing a number nobody has verified would cost you a full run.

 The weighted variants

 Rules

   Pick the weight by finished width, not by taste. Fine at 90mm and above, Standard from 40 to 80mm, Bold from 25 to 40mm.
   Below 25mm the mark does not embroider cleanly. Use the wordmark alone. The mark is always seven strokes; there is no reduced version.
   The centre stroke's open base holds at every weight without modification -- it is part of the drawn geometry, not a separate feature to drop.
   One thread colour. Never embroider the Chroma tints, and never gradient a stroke.
   Satin stitch along each stroke, running with the stroke direction. No fill stitch, no outline-and-fill.
   Use a cutaway backing on knits and a tearaway on wovens. Puckering between strokes is a stabiliser problem, not an art problem.
   Digitising is the supplier's job, but supply the SVG, the finished width in mm, and the thread colour. Never send a PNG to an embroiderer.

 Placement sizes

Placement Finished width Specification  
---------  
Cap, front centre 55mm wide Standard weight. Ink on Bone, or Bone on Ink.  
Polo or shirt, left chest 50 to 55mm wide Standard weight. Keep the full clear space; do not crowd the placket.  
Robe, breast 60mm wide Standard weight. Tonal Bone on Bone reads as the most expensive option.  
Towel, hem band 45mm wide Standard weight, single colour, centred in the dobby band.  
Tote, centre panel 110mm wide Fine weight. This is the one placement large enough for the hairline feel.  
Jacket, back yoke 180mm wide Fine weight, or the horizontal lockup where the width allows.  
Cuff or collar tab 28mm wide Bold weight. Below this, wordmark only.  
Notebook, deboss 40mm wide Blind deboss, no foil. Deboss minimum 0.8mm stroke.  
Glassware or vessel, engraved 35mm wide Engraving minimum 0.6mm. Single pass, no shading.  
Signage or plaque 200mm and up Fine weight, or the standard mark if the process allows a 2mm stroke.  
  
 Tonal is the default

The strongest merchandise application is tonal: Bone thread on a Bone ground, Ink on Ink. It reads as considered rather than branded, which is the whole positioning. Reserve high contrast for items that have to work as identification at distance, like event staff.

No metallic. There is no metallic in this system. No gold, no copper, no metallic silver, in foil, thread or ink. If a supplier offers one, the answer is Ink or Bone. The restraint is the point: a hairline mark in a single tone reads as expensive, and a gold version of it reads as a hotel. Foil as a process is fine at the 0.7mm minimum, in brand colour only.

Fine · 90mm · Ink

Back of jacket, tote panel, signage over 90mm

Notch dropped. Single colour only. Satin stitch along each stroke.

Download

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Fine · 90mm · Bone

Back of jacket, tote panel, signage over 90mm

Notch dropped. Single colour only. Satin stitch along each stroke.

Download

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Standard · 55mm · Ink

Left chest, cap front, robe breast, 40 to 80mm

Notch dropped. Single colour only. Satin stitch along each stroke.

Download

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Standard · 55mm · Bone

Left chest, cap front, robe breast, 40 to 80mm

Notch dropped. Single colour only. Satin stitch along each stroke.

Download

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Bold · 32mm · Ink

Cuff, collar, small patch, 25 to 40mm

Notch dropped. Single colour only. Satin stitch along each stroke.

Download

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Bold · 32mm · Bone

Cuff, collar, small patch, 25 to 40mm

Notch dropped. Single colour only. Satin stitch along each stroke.

Download

SVGvector · 1 KBPNG512px · 12 KBPNG1024px · 26 KBPNG2048px · 58 KBPDFprint · 1 KB

Embroidery reference sheet

Stroke weights, placement sizes, and process minimums.

Download

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Applied

 Archive

GuidelinesAssets

Retired directions, kept on the table. The arched-window mark and its four framing studies were superseded by Study 37, but they are not withdrawn. They live here as a secondary set, in full download depth, available if a future direction calls for them.

Not in current rotation. Study 37 is the live mark. Nothing in this section should appear in client work, on the site, or alongside the current identity without a decision from Dr. G. Reviving any of it is a deliberate choice, not a default.

Arched-window mark

Drawn from the reference supplied by Dr. G. A 2:3 construction: a square of side 2r with a circle of radius r on its top edge.

Retired from the current system, retained as a secondary option. Not for use alongside Study 37 without a decision from Dr. G.

Download

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Arched-window mark · reversed

Reversed, for dark grounds. Same construction, geometry derived entirely from r.

Retired from the current system, retained as a secondary option. Not for use alongside Study 37 without a decision from Dr. G.

Download

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Emblem study 1 · Circle boundary, visible

Framing study.

RECONSTRUCTION. The original study files were not in the source folders; this is drawn from the written description in the existing guide.

Download

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Emblem study 2 · Circle boundary, implied

Framing study.

RECONSTRUCTION. The original study files were not in the source folders; this is drawn from the written description in the existing guide.

Download

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Emblem study 3 · Circle within square, visible

Framing study.

RECONSTRUCTION. The original study files were not in the source folders; this is drawn from the written description in the existing guide.

Download

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Emblem study 4 · Square boundary, implied

Framing study.

RECONSTRUCTION. The original study files were not in the source folders; this is drawn from the written description in the existing guide.

Download

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---

 Voice

Brand Portal

 Voice

How The Well Home sounds: persona, formulas, wit, and channel-by-channel guidance.

The PersonaWriting FormulasProprietary LanguageLexiconWit & HumourMessaging ModulesChannels & AudiencesLinkedIn PlaybookBefore & AfterPublishing Checklist

Voice

 The Persona

A brilliant, board-certified physician who also happens to have impeccable taste. Deeply knowledgeable but never condescending. Genuinely warm about your long-term health. A dry, quiet sense of humour that surfaces just enough to remind you they are human.

 The doctor-designer bridge

This is the single most important thing to hold onto. Dr. Gulati reads a home the way a physician reads a chart, looking for what the environment is doing to the body over time. He also sees it the way a designer sees a room: light, material, proportion, feeling. When the two perspectives meet in one piece of content, the brand is at its strongest. A clinical observation becomes a design principle. A design choice becomes a prescription.

 Four registers

 Authoritative

You know this material deeply. You do not hedge unnecessarily.

 Empathetic

Chronic illness is exhausting, longevity is personal, and designing a space is a significant investment of trust. Acknowledge the weight of those realities.

 Elevated

Every word considered. No filler. No fluff. No trends.

 Wit

The register that makes us unmistakable. Luxury carries the sentence; wit lands at the end of it. Not a garnish to be rationed, a signature. Seven devices, and a rule for where each one is allowed. See Wit & Humour.

 The founder's conviction

Underneath every audience's own formality sits one energy: a founder talking, not a brand announcing. It shows up as a stance, never as a vocabulary, which is what makes it possible to run the same energy from a homeowner sales page to an institutional pitch deck without either one sounding like the other wrote it.

 Direct, one-to-one address

Write like a founder talking to one specific person, not a brand talking at a segment. “We're building...” “You'd take an audience already in place...” is a stance, not a formality level. A luxury homeowner can be addressed with the same directness, just in more elevated language.

 Genuine, stated belief in the moment

A claim about timing and conviction, not a product feature. This is not new: the contrarian belief and the “There is no neutral” refrain already do it. The instinct just has not been pushed into every audience's content consistently. Do that.

 Concrete specificity over polished abstraction

Earn trust with real, precise detail rather than a reach for a superlative. Also not new: the artisanal approach and the ban on a naked statistic already say this. Hold every audience to the same standard, not only the ones that feel casual.

 Plain confidence, no hedging, delivered warmly

State things flatly and trust the reader to keep up, while staying warm rather than cold. Authoritative, above, already asks for this. Demonstrate it in a looser, more personal register than the client-facing examples usually show.

None of this needs slang, heavy emoji, or dropping the elevated lexicon. It is stance, not vocabulary, and every audience keeps its own formality level and its own version of the lexicon exactly as written elsewhere in this guide. What does not travel with it: the expanded emoji palette, the loosened humour ceiling, and the exclusivity-signal language documented under Recruiting & Employer Brand Social Posts. Those three mechanics are scoped to that one audience and do not spread to the website or to the other eight.

 The vulnerability register

There is a specific gear in the voice that engages when the story gets personal. The writing slows down. Sentences get shorter. Details become very specific. There is no rushing past the hard moment. Dr. Gulati's father went from twelve medications to three. That number sits in a sentence by itself. It is not buried in a paragraph. That restraint is the technique.

In writing this means short sentences at emotional peaks. A specific number left with white space around it. No pivot to the solution until the problem has had its full moment. If you find yourself adding an explanatory clause after a hard truth, delete it. The hard truth is enough.

Voice

 Writing Formulas

Six structures that carry the voice. The Home-Health Link is required in all service and product copy.

 The Home-Health Link

Required for all service and product copy.

Formula

[Design element] is not just [luxury benefit]. It is [physiological benefit].

Example

Filtered air is not just a luxury. It is a nervous system reset.

 The Data Reframe

Statistics reveal a gap. They never alarm.

Formula

[Surprising stat] + [the implication most people have not considered] + [what The Well Home does about it].

Example

We spend about 90% of our lives indoors. Yet close to zero percent of homes have been designed with your actual biology in mind. We are fixing that.

 The Story Bridge

The formula that separates the brand from every other wellness design firm.

Formula

[Specific human moment] + [the insight it revealed] + [the principle behind it] + [what we do with that knowledge].

Example

A client came to us with a condition her doctors had managed for a decade. On our first walkthrough we noticed her bedroom faced due east with no window treatments. She was waking to direct sunlight at 5:30am, cortisol spiking before she could finish a sleep cycle.

 The Doctor-Designer Pivot

Shows that clinical knowledge and design thinking are the same discipline here.

Formula

[What the physician noticed] + [what the designer responded with] + [what changed as a result].

Example

As a physician, I spent years telling patients to reduce stress. As a designer, I finally understood I had been prescribing a feeling without giving anyone the environment to feel it in.

 The Proprietary Pivot

Elevate generic language into brand-specific language.

Formula

Generic term becomes the owned term.

Example

“Wellness audit” becomes “a BioHarmony™ Assessment via The Oculus.”

 The Signature Close

End every significant piece this way.

Formula

[Statement of empowerment] + [a clear, frictionless call to action].

Example

Your home has always been where life happens. Now, it is where health begins. Book your exploratory call today.

Voice

 Proprietary Language

These terms are owned. Use them exactly as written, with ™ on first mention where appropriate. Introduce the term, then immediately humanise it.

Term How to use it  
------  
BioHarmony™ The state a Well Home creates, where design and biology work in concert.  
The Seven Levers of BioHarmony™ Sleep, Movement, Nutrition, Connection, Mindfulness, Purpose, Environmental Safety.  
Home Determinants of Health™ The twelve architectural elements that act as the operating system of the home.  
Well Estate™ A property-level designation for multi-unit, hospitality, senior living, and commercial developments designed or certified to Well Home standards. What LEED is to sustainability, but for human health and longevity.  
The Great Residential Shift™ Home 1.0 (shelter, the fortress) → Home 2.0 (comfort and luxury, the cul-de-sac dream) → Home 3.0 (the therapeutic system, BioHarmony).  
The Fifth Caregiver The home itself, as an active member of a client's care team. It never burns out, never calls in sick, and is present 24 hours a day.  
The Oculus™ The framework and diagram for the Twelve Home Determinants of Health. One name for one thing, the same as the Seven Levers: the lens a home's environmental factors are seen through.  
Toxin-Free Transition A service deliverable for environmental safety scope.  
Salutogenic Design Design that actively promotes health. Use in professional and B2B contexts.  
Healthspan Preferred over lifespan. Quality years, not just quantity.  
Restorative Luxury The category descriptor, not just a tagline.  
  
Introducing a term

Circadian lighting, a system calibrated to mirror the natural arc of daylight, is not just a beautiful design choice. It is how your home tells your nervous system when to perform and when to rest.

 Named programs

Two names, one pipeline. The BioHarmony Score is the input; the Longevity Blueprint is the output. Never use them interchangeably.

Program What it is  
------  
The BioHarmony Score™ The consumer-facing self-assessment. A prospective or existing client answers a structured set of questions about their home and health goals and receives a numeric score.  
The Longevity Blueprint The output. A personalised set of recommendations generated from the client's BioHarmony Score: specific design changes, structural alterations, lifestyle habit modifications, and product recommendations, tailored to their answers.  
Voice

 Lexicon

 Embrace

SanctuaryLongevityBioHarmonyWell EstateHealthspanSalutogenicHome Determinants of HealthWellness Real EstateBio-optimizationCuratedClinical-gradeRestorativeSeamlessIntentionalVitalityBespokeElevatedTransformativeRestorative LuxuryArchitectural WellnessMeticulousPioneerEvidence-basedHolisticCircadianBiomarkersPreventionWhite-gloveImmersivePrecisionArtisanal

 Avoid

Never Why  
------  
“Here's the thing” Too casual. Everyone uses it.  
Cheap, budget, affordable Incompatible with the positioning.  
Trendy The brand is timeless, not trend-led.  
Patient Use Individual, Homeowner, or Client.  
Clinical, as an aesthetic descriptor Clinical is a science word, not a design word.  
Gut health, biohacking, detox Never as standalone buzzwords. Always contextualise.  
Wellness journey Overused and generic.  
Game-changer Cliché.  
Unlock your potential Too vague, too common.  
Simply Condescending.  
Delve into, dive into, let us explore AI tells.  
In today's world, in the realm of, it is worth noting AI tells.  
Em dashes The clearest signal of AI-generated writing. Use a period, comma, colon, or parentheses instead.  
  
 Pricing and commercial language

Never signal budget or bargain. Signal curation and access.

Avoid Use instead  
------  
Cheap / affordable Accessible Entry Points  
Packages Bespoke Engagement Tiers  
Basic plan Essential Blueprint  
Upgrade Bespoke Consultation  
Cost Investment  
Price Value  
Free consultation Complimentary Exploratory Call  
Voice

 Wit & Humour

Luxury carries the sentence. Wit lands at the end of it. The humour is what separates the brand from every clinical wellness firm and every candle-and-crystals spa brand, and it is the reason people repeat the lines. It is not a garnish to be rationed. It is a signature. But it only works when the precision underneath it is real: be funny about the industry, exact about the biology.

 The seven devices

 The Comparative Flex

Measure the work against a named luxury benchmark, then beat it.

We design wellness rooms in your home so luxurious they make the Ritz Carlton look like a roadside motel.

We curate, design, and install wellness amenities for your home that feel so luxurious, you'll want to start charging your friends an entry fee.

 The Strikethrough

A visible correction, where the edit itself is the joke. Typographic, so it only works in written and set copy. Never in speech, never in a caption read aloud.

We're in the ~~home~~ health improvement business.

We give ~~you~~ your home the spa treatment.

 The Reversal

Invert the expected direction of ageing. The brand's whole argument in one turn.

Helping you age, backwards.

Growing old sucks. We help you grow young.

We're building a time machine. We give people back time, with health.

Age(less) luxury, redefined.

 The Category Swap

Reassign the home to a category it has no business being in, then defend it.

Your home is the leading pharmacy you never knew you had.

Forget hospitals. Your home is the true health headquarters.

The entrance to the most influential health club is your own front door.

Meet your new favourite resort. Your home.

Our biggest health system is our home.

 The Portmanteau

Fuse two words, usually with well or home doing the work. Use sparingly. One per campaign, not one per paragraph.

From hospitality to housepitality.

Well-come home.

We put the om in home.

Wellness now has an address. Yours.

 The Hard Trade

State the real cost comparison bluntly. The humour is in the honesty, not the wordplay.

If you think wellness is expensive, try illness.

We build homes so healthy you might actually live long enough to pay off the mortgage.

 The Straight Line

No joke. The register resets. Essential as contrast: without it the wit reads as a routine rather than a personality.

Health is not a finish line to be crossed. It is a lifestyle to be lived.

The future of home is human.

Your home has a pulse. We keep it beating.

Luxury design for the ages. Literally.

The Strikethrough, set correctly. Set the struck word in Stone with a 1px rule at mid-x-height, and the correction in Ink immediately after. Never strike more than one word. Never strike a word the reader needs in order to parse the sentence. In HTML use <s, not <del, since nothing is being revised. In print, the rule is drawn, not a font effect.

 Calibration

What separates wit that lands from wit that cheapens.

   Punch at the category, at the old way of building, or at ourselves. Never at the client, their body, or their diagnosis.
   The line has to survive being read by someone who is unwell. “If you think wellness is expensive, try illness” works because it indicts the system, not the person.
   Lead with the luxury, close with the wit. In client-facing work the joke never opens the piece.
   One device per piece. Stacking a portmanteau on a category swap on a flex reads as trying too hard, which is the opposite of the brand.
   Be witty about the industry and exact about the biology. Never sarcastic about the science.
   If it would work on a novelty mug, it is too broad. If it needs explaining, it is too clever.
   Wordplay on “well” is the house style, and it is also the easiest thing to overuse. Two per piece is plenty.

 Where it is allowed

Channel Level How it shows up  
---------  
LinkedIn and Instagram High The natural home for the register. Lead with a device.  
Website hero and campaign lines High One line, doing all the work. This is where the flex and the category swap earn their keep.  
Brochure and print Medium One device per spread, at the close of a section.  
Proposals and scopes Low One aside, late. The document has to read as competent first.  
Senior living and healthcare audiences Low Never about ageing as decline. The Reversal is off the table here.  
Clinical partner materials None Straight Line only. Credibility is the entire job.  
  
One line sits outside the range. “Growing old sucks” sits at the informal edge of the register. Approved, but social only. It does not belong in print, on the website, or in front of an institutional audience.

Voice

 Messaging Modules

One offer, six translations. Reach for this whenever a single audience has several reasons to care, or when several audiences are in the room. Lead with the frame that matches who is listening: For Your Time for a builder, For Your Family for a homeowner, For Your Home for a developer. Never run all six at a client. Pick two.

 For Your Health

Proactively address health concerns and support longevity with a home designed to prevent chronic illness.

 For Your Home

Increase market appeal and resale value. Wellness amenities are a top desire for luxury homebuyers today.

 For Your Peace of Mind

Rest assured your family is living in the healthiest environment possible, validated by scientific principles.

 For Your Aesthetic

Our designs prove wellness and luxury are one and the same. Every feature is integrated beautifully into the architecture.

 For Your Time

We manage the complex process of sourcing, specifying, and coordinating installation, saving hundreds of hours.

 For Your Family

Create a sanctuary that nurtures bonds and protects vitality across generations.

Voice

 Channels & Audiences

 Channel settings

Channel Tone Length Key rule  
------------  
Website · hero 80% elevated / 20% warm 2 to 3 sentences One striking contrast or stat  
Website · service pages 70% authoritative / 30% empathetic Medium Home-Health Link required  
Newsletter 60% educational / 40% personal 400 to 600 words Open with a story, end with one clear CTA  
LinkedIn · brand 70% expert / 30% accessible 150 to 300 words Data, then insight, then POV  
LinkedIn · Gautam personal 60% personal / 40% expert 200 to 400 words First person, one strong opinion, story before stat  
Instagram 60% visual / 40% brand voice 1 to 3 short paragraphs Caption supports the image. 8 to 15 hashtags  
Facebook 65% personal / 35% brand voice 100 to 250 words Warmer and more conversational than LinkedIn. Adapts a LinkedIn or newsletter post, never originates the thought  
Builder / B2B decks 80% business / 20% design Concise headers with bullets ROI first, aesthetics second  
Senior living / hospitality / commercial 70% outcomes / 30% experiential Medium Lead with resident or guest wellbeing, close with asset value  
Press pitches 80% credentialed / 20% elevated 2 paragraphs Lead with “first physician-founded”  
Brochure / print 60% elevated / 40% educational Longer paragraphs acceptable BioHarmony™ central, a story per section  
  
 Audiences

Write differently for each. The Founder's energy column is the one-line instruction for threading the founder's conviction into that audience without moving its formality level; see The Persona.

Audience Who they are Tone Founder's energy  
------------  
The health-conscious luxury homeowner Chronic illness, longevity focus, or high performance. Already spends on premium wellness. Warm, expert, personal. An informed partner, not a patient. Use the same directness as the plainest recruiting-copy moments, just in elevated language. Treat the reader as someone being personally let in on something, not marketed to.  
The custom home builder / developer Motivated by differentiation, margin, and speed. Needs a seamless addition to their process. Precise, business-minded, ROI-first. Lead with numbers and proof. Open with genuine conviction about timing and category momentum, the ground-floor instinct, before the numbers land cold.  
The interior designer / architect Protective of their design vision. Needs to trust that wellness specs enhance rather than override aesthetics. Peer-to-peer, collaborative, design-fluent. Never talk down. Be more direct and specific about what is actually being built together. Less abstraction about wellness design as a category.  
The longevity clinic / medical partner Scientifically literate and credentialing-aware. Rigorous, credentialed, evidence-first. The audience that changes least. Clinical trust is earned through rigour, not momentum. Where anything is added, add specificity, a concrete case framing, not founder energy.  
Senior living leaders Responsible for health and experience of aging populations at scale. Occupancy, differentiation, liability, and genuine care. Credentialed and outcomes-focused, with warmth. Resident wellbeing first, then the business case. More direct address to the operator as a person making a real decision. Less institutional third-person framing.  
Hospitality developers and operators Already offering wellness programming, looking for deeper differentiation. Sophisticated, experiential, aspirational. Speak to their desire to own a category. Pairs naturally with stated conviction and category-of-one language. Safe to lean in further here.  
Multifamily and commercial developers Asset performance: occupancy, retention, per-square-foot value, ESG. ROI-first with forward-looking market awareness. A competitive moat. Genuine urgency about the category shift, delivered through conviction rather than pressure, ahead of the numbers.  
The wellness and longevity enthusiast Self-directed and well-read. Has not yet connected their home to their health stack. Peer level. Be the person who told them the one thing they had not considered. Closest in spirit to the register already. Lean into direct, plainly stated belief and specific detail. The second-safest place to push it further, after hospitality.  
The prospective team member Evaluating The Well Home as an employer, not a service. Already gets pitched by a dozen companies; assumes most of it is theatre. Direct, plain-spoken, self-aware. A founder recruiting a peer, not a brand posting a listing. The source register itself, not a calibration of it: a loosened humour ceiling, an expanded emoji palette, plainer contraction-heavy lexicon, and exclusivity-signal language. See Recruiting & Employer Brand Social Posts. These four mechanics are specific to this audience and do not transfer to the other eight or to the website.  
Voice

 LinkedIn Playbook

LinkedIn is the primary platform. Instagram is secondary and adapts from it, never copy-pastes.

 Seven post formats

 The Prediction Post

Opens with “My prediction:” followed by a bold forward-looking claim. Market positioning and category leadership.

 The Contrarian Challenge

Opens with “PROVE ME WRONG” or a direct contrarian statement. Once a month maximum; it loses force with overuse.

 The Framework Post

Introduces a proprietary framework using a numbered model. High-engagement educational content.

 The Data List Post

Provocative question, then a structured list of statistics, then the reframe and CTA.

 The Personal Tips Post

“We are told X, but here is what I actually do.” Builds trust through specificity and self-disclosure.

 The Scene-Setting Post

Opens with the sensory detail of a Well Home morning, then transitions to service.

 The Speaking Recap

Core idea, two to three insights, an invitation to connect. Always tag the event.

 Signature calls to action

Type Exact language  
------  
Personal follow Follow me, Gautam Gulati, MD, MBA, MPH, CID, for more insider insights on the growing wellness real estate movement.  
DM DM me to explore collaboration opportunities.  
Repost prompt Repost if you agree, and follow me for more on wellness real estate.  
  
 The Doctor's Note device

"Doctor's Note: [one to two sentences of clinical precision that reframes or deepens the main point]. Once per post, maximum, and only when the insight is genuinely clinical."

 Hashtags

Four to six per post. Core set, then two audience-specific tags. Hashtags go at the end, never embedded in body copy.

WellnessRealEstateBioHarmonyLongevityWellnessDesignHealthyHome

 Emoji

Permitted on social only, never in website copy, email, press, or client-facing documents. Up to four per LinkedIn post when they earn their place. Prefer grounded symbols: 🏠 🌿 ☀️ ✔️ ⚕️ 💡. Avoid 🔥 🚀 🙌.

 Recruiting & Employer Brand Social Posts

Audience 9, The Prospective Team Member. See Channels & Audiences.

This register is real and already in use in hiring and employer-brand social copy; it was simply undocumented until now. It sits closest to LinkedIn (brand) and the wellness-enthusiast audience in overall structure, but it loosens four specific mechanics that stay locked everywhere else in this guide.

 Humour ceiling

Elsewhere: one moment of wit maximum, landing late, never opening the piece (see Wit & Humour). Here only: running wit throughout a piece is allowed, not capped at one device.

 Emoji palette

Elsewhere: grounded symbols only, up to four per LinkedIn post, earning their place. Here only: an expanded, playful set built for a hiring audience -- 🎬 🎤 🤖 💰 📈 👀 🌱 🏗️ 🩺 🛍️ 📝 🎨 📊 🎙️ -- at a higher frequency, roughly one per short block.

 Lexicon

Elsewhere: the elevated lexicon (bespoke, curated, restorative, meticulous) holds in every audience, always. Here only: plainer, contraction-heavy language is expected -- it's, you're, doesn't, they're -- without dropping into slang.

 Exclusivity signals

Elsewhere: the brand never signals scarcity or gatekeeping. Here only: language that signals the calibre of who should apply -- serious applicants only, A-list talent, we're picky about who joins -- is an approved hiring-specific device.

The four founder-energy qualities are still doing the real work underneath every one of these posts: direct address, one genuinely stated belief about the moment, concrete detail over a superlative, plain confidence delivered warmly. What differs from every other audience is only the surface, the four mechanics above. Carry the stance to the website and the other eight audiences. Leave the mechanics here.

Voice

 Before & After

The same idea, generic and then in voice.

 Brand introduction

Generic

We help people design healthier homes.

The Well Home

Your home should not just house you. It should heal you. At The Well Home, we craft bespoke, bio-harmonic spaces for those who refuse to compromise between high design and high-functioning health.

 Air filtration

Generic

We install air filtration systems to improve your indoor air quality.

The Well Home

Medical-grade whole-home air filtration is not an amenity. It is the difference between a nervous system under siege and one at rest. When 98% of homes contain toxic chemicals and pollutants, filtered air is no longer a luxury. It is the foundation.

 Builder pitch

Generic

We work with builders to add wellness features to homes.

The Well Home

The Well Home operates as your specialized wellness amenity partner, seamlessly integrated into your existing build process, like an AV consultant or landscape architect. Zero disruption. Zero net cost. And a differentiated product that commands higher margins in the market's fastest-growing luxury category.

 Senior living

Generic

We design wellness amenities for senior living communities.

The Well Home

The built environment shapes cognitive function, sleep quality, fall risk, and emotional resilience, and it does this quietly, without anyone noticing, every single day. For senior living operators, that is either a liability or a competitive advantage. We help you make it the latter.

 Hospitality

Generic

We help hotels add wellness to their guest experience.

The Well Home

A spa is a room. A Well Estate™ is an experience that begins at check-in and continues through every hour of a guest's stay. Guests do not just sleep better. They leave feeling like the property gave them something they cannot find anywhere else. That is not a wellness amenity. That is a reason to return.

 Founder energy, at two formality levels

The four founder-energy qualities read the same on paper regardless of audience. They do not read the same on the page. The two drafts below apply the identical stance, direct address, a stated belief about the moment, concrete detail, plain confidence, to a warm newsletter open and a business-formal hospitality pitch, so the difference between spirit and mechanics is visible rather than only described.

 Newsletter open, with founder energy

Generic

This quarter, we wanted to share a few updates on the growing wellness real estate movement and what The Well Home has been working on.

Draft, illustrative only

Three years ago, a builder hearing “circadian lighting” gave us a polite nod and nothing else. Last month, one signed before we finished the sentence. That is not a trend cycle. That is a category arriving. Here is what we built while it did.

 Hospitality pitch, with founder energy

Generic

We help hotel groups add wellness programming that improves the guest experience.

Draft, illustrative only

Every operator we sit down with already senses it: the spa amenity list is maxed out, and guests can feel the difference between a property that offers wellness and one that is built on it. We started The Well Home because we think the properties that make that leap first are the ones guests will still be telling people about in five years.

Voice

 Publishing Checklist

Confirm every line before anything publishes.

   Does it connect design to a physiological benefit?
   Does it open with a story, observation, or human moment before any data or definition?
   Does it use “you” and “your” to speak directly to the reader?
   Does it avoid every word on the Avoid list?
   Is pricing language elevated?
   Is every proprietary term introduced with an immediate human explanation?
   Does every statistic have context, not just a naked number?
   Does it end with empowerment and a clear call to action?
   Is the tone authoritative without being cold?
   Is there exactly one wit device, landing late rather than opening the piece?
   Would the line survive being read by someone who is unwell?
   Does it avoid fear-based framing?
   Are there zero em dashes?
   Is it free of AI-giveaway phrases?
   For B2B and institutional audiences, does it lead with outcomes before design language?
   Does the doctor-designer perspective come through at least once?
   At the emotional peak, did the writing slow down and give it space?
   In long-form, does a core brand belief return near the close, earned by the evidence between?
   Does every design feature read as a life that is better, rather than medicine being administered?

---

 Reference

Brand Portal

 Reference

Stats, bios, downloads, and what changed. Built for lookup, not reading start to end.

The Stat PackBio & BoilerplateDownload the KitWhat ChangedOpen Questions

Reference

 The Stat Pack

Every number the brand uses, with its actual status. Verified means traced to a primary source that says exactly this. Anything marked unverified has not been sourced and should not be published until it is. Nothing here has been invented to fill a gap. Every source below was re-checked against the primary document in July 2026.

Two numbers in current circulation are wrong. The 92% figure for time indoors traces to no source at all, and the 6-in-10 chronic disease figure is an outdated CDC number. The current CDC figure is three in four, which is both correct and stronger.

 Time spent indoors

~90%

Verified, with a caveat

The primary study found 87% in enclosed buildings plus 6% in enclosed vehicles. EPA itself rounds this to approximately 90%. Use 87% when precision matters, ~90% in general copy.

Source: Klepeis et al., National Human Activity Pattern Survey, Lawrence Berkeley National Laboratory for the EPA, 2001 · EPA, Report on the Environment, Indoor Air Quality: epa.gov/report-environment/indoor-air-quality

 Indoor air vs outdoor air

Up to 5 times

Verified

EPA states concentrations of some pollutants are often 2 to 5 times higher indoors than outdoors. “Up to 5 times” is the standard phrasing for general copy.

Source: EPA, Report on the Environment, Indoor Air Quality: epa.gov/report-environment/indoor-air-quality

 Adults with a chronic disease

3 in 4

Outdated in our materials

Our brochure says 6 in 10, an older CDC figure. CDC now states three in four American adults have at least one chronic condition and over half have two or more. The current number is stronger for us and it is current.

Source: CDC, About Chronic Disease: cdc.gov/chronic-disease/about

 Wellness real estate market, 2029

$1.1 trillion

Verified

$584 billion in 2024, forecast to $1.1 trillion by 2029, 15.2% annual growth. Cite the projection rather than the 2024 base, which is reported inconsistently in press coverage.

Source: Global Wellness Institute, Build Well to Live Well: The Future, 2025: globalwellnessinstitute.org

 Homes with sleep-disrupting evening light

85%

Unsourced, publish as directed

85% of homes have evening lighting patterns that disrupt the body's circadian rhythm, quietly working against sleep long before anyone notices.

 Homes containing toxic chemicals

98%

Unverified, use the alternative

No primary source located for a percentage-of-homes figure, and it is unlikely one exists in that form. There is a sourced claim that does the same job: the EPA states VOC concentrations are consistently higher indoors, up to ten times higher than outdoors, and its TEAM study found about a dozen common organic pollutants at 2 to 5 times outdoor levels inside homes, rural and industrial alike. Use that instead.

Source: EPA, Volatile Organic Compounds' Impact on Indoor Air Quality: epa.gov/indoor-air-quality-iaq/volatile-organic-compounds-impact-indoor-air-quality

 Homes with significant EMF

~100%

Unverified, highest risk claim

No primary source located, and “significant” is undefined. This is the most exposed number in the set: EMF is a contested area where a doctor-led brand attracts more scrutiny, not less. Do not publish it in any form until a named measurement standard and a source exist.

Source: None found

 Wellness property price premium

10 to 25%

Verified, restate needed

Our materials say a 20%+ increase in home value. The Global Wellness Institute states something narrower: wellness-focused residential properties can command a price premium of 10 to 25% at the middle and upper ends of the market. That is an observed price premium at sale, not a measured uplift caused by adding amenities. Say “a 10 to 25 percent price premium” and never imply the causal version.

Source: Global Wellness Institute, Wellness Lifestyle Real Estate and Communities: globalwellnessinstitute.org

 Wellness as most requested amenity

1

Unverified, publish as directed

Positioned as the top requested premium upgrade: not a baseline amenity expected in every project, but the first specialty investment a homeowner reaches for once budget allows for one.

Source: None found

 Environment's share of health outcomes

up to 90%

Different claim, unverified

This is not the time-indoors statistic and must not be conflated with it. It looks like a garbled version of a real and well-known finding, that only about a tenth of premature death traces to clinical care and the rest to behaviour, genetics, social circumstances and environment. That is usually attributed to Schroeder's Shattuck Lecture in the New England Journal of Medicine, 2007. We have not been able to open the paper to confirm the exact split, so treat this as a lead to check rather than a citation, and never state the environment alone accounts for 90%.

Source: None found

Reference

 Bio & Boilerplate

Three lengths, so nobody improvises. Short is for panel programmes and mastheads, medium for press and speaker pages, long for keynote introductions and long-form features. The personal details in the long version are deliberate, the Salman Khan mix-up, the drumming and DJ sets, the mid-flight saves: they are where the brand's humour shows up in a bio without a single joke being told. Do not cut them to save room. Cut the credentials instead.

 The company, in one line

"We are a multi-disciplinary wellness real estate design and advisory firm, redefining the intersection of health, longevity, and luxury living."The website subline · also the universal descriptor

"Where bespoke luxury meets longevity."

The signature block. Email signatures, name badges, anywhere with six words of room.

 Short bio

Dr. Gautam Gulati (Dr. G) is an award-winning health artist who is reshaping how we design our lives to make health our default state. A pioneer in the wellness real estate movement, he reimagines homes as sanctuaries designed to promote health and prevent disease. Globally recognized for creating luxury wellness spaces and immersive experiences, he's the visionary behind The Well Home, championing the idea that the foundation of health and graceful aging starts right where you live.

 Medium bio

Dr. Gautam Gulati, known as Dr. G, is an award-winning health artist with a simple yet unconventional belief: the best medicine isn't found in a pill, it's found in the space we live and work, starting with our home. As the visionary behind The Well Home, he bridges the worlds of biology and luxury design, reimagining real estate as the ultimate sanctuary for longevity.

A seasoned innovation executive with over 25 years of experience, Dr. G has pushed industry titans like Marriott, Disney, and Roche to break boundaries and rethink what's possible. His rare ability to blend clinical rigor with bold creativity has earned him the nickname “the Rick Rubin of audio storytelling,” a title reflected in his award-winning series, SUPERHUMANS. With an MD, MBA, MPH, and a certification in wellness interior design, Dr. G brings a rare blend of scientific expertise and artistic vision to his work.

Whether teaching at Johns Hopkins, rocking crowds as a DJ, or saving lives during in-flight medical emergencies, Dr. G is a status quo disruptor reshaping how we design our lives to make health our default way of living.

 Long bio

Dr. Gautam Gulati, widely known as Dr. G, is an award-winning health artist globally recognized for designing luxury wellness spaces that enhance health, longevity, and well-being. As the founder of The Well Home, he champions the belief that health begins at home, serving as a cornerstone for health promotion, disease prevention, and graceful aging.

Fueled by a passion for health, innovation, and storytelling, Dr. G continues to make a significant impact across his work. With over 25 years as an innovation executive, he has left a considerable imprint on global brands both inside and outside the healthcare sector. Renowned for challenging the status quo, he is a trusted advisor to leaders eager to transform their organizations.

One of Dr. G's proudest achievements is being dubbed “The Rick Rubin of audio storytelling” for his multi-award-winning audio documentary series called “SUPERHUMANS.” As a serial entrepreneur, he advises several companies and teaches the ‘Art of Innovation’ at prestigious institutions such as Johns Hopkins, Duke, and Singularity Universities. Dr. G has delivered hundreds of keynotes for iconic brands like Marriott, American Express, Roche, Merck, LG, TEDx, and more, inspiring leaders to think differently.

Dr. G holds an MD and MPH from The George Washington University and an MBA from Johns Hopkins University. Additionally, he is a certified Interior Designer from NYIAD, specializing in wellness.

A few little-known facts about Dr. G: he's been mistaken for Bollywood superstar Salman Khan by famed restaurateur Danny Meyer, has rocked crowds as a drummer and DJ, and has saved the lives of 5 people mid-flight!

Outside of his professional pursuits, Dr. G enjoys the outdoor life with his family in the Washington, DC area.

Reference

 Download the Kit

GuidelinesAssets

 The complete brand kit

Everything in this guide, plus PDFs and the full raster set, in one archive.

Logomarks · badge and favicon set · wordmarks · lockups · 19 icons in every colourway · all three schematics · applications · embroidery weights · colour swatches · the three web fonts · the archive.

Download the kit

 By section

If you only need one part of the system.

 How to use this portal

   Every card has a Download button. Open it to choose the format, size, and colourway.
   SVG for anything that will be resized, recoloured, or printed. It is the master.
   PNG for slides, documents, and anywhere a vector will not paste. Sizes are listed; pick the one closest above your target.
   PDF for print suppliers and anyone working in InDesign or Illustrator.
   Cards on a dark preview are the reversed versions, for dark grounds.

Logos

Logomark, badge, favicons, wordmarks, lockups

Download ZIP

Icons

Seven Levers and Home Determinants, every colourway

Download ZIP

Schematics

All three framework diagrams

Download ZIP

Applications

Stationery, social, presentation, reference sheets

Download ZIP

Merch

Embroidery weights and the reference sheet

Download ZIP

Color

Swatch cards

Download ZIP

Archive

Retired directions

Download ZIP

Fonts

The three web fonts, woff2

Download ZIP

Reference

 What Changed

What is different from the previous guide at thewellho.me/brandguide.

 Logomark and badge replaced

Study 37, the seven-stroke roofline, replaces the arched-window mark across every asset, lockup, badge, favicon, and application. The Square Badge now inscribes Study 37 rather than the arch, approved for locked-aspect placements only.

 Well Sans retired

The system consolidates to three open-source faces: Cormorant Garamond, Hanken Grotesk, JetBrains Mono. No custom family to license, distribute, or maintain.

 The mark is always seven strokes

The five-stroke reduction has been removed from the system entirely: the 16px favicon, the embroidery asset, and every reference to it. At 16px the bolded seven-stroke mark actually resolves better than the reduction did, so nothing was lost. Below 25mm in embroidery the answer is now the wordmark alone.

 Secondary wordmark added

A Jost 300 wordmark joins the system as a technical fallback for small sizes, embroidery, signage, motion and any process a hairline serif cannot survive. Every display option the primary has, the secondary has. Cormorant Garamond remains the identity wordmark and the default.

 The Anatomy added

The house read as a living organism: seven organs, each mapped to the rooms it stands for. It is the third lens alongside the Levers and the Oculus, and the one a client can actually stand inside.

 Chroma Light added

A lifted seven-colour set for use on Ink and other dark grounds, where the original Chroma values fall below comfortable contrast.

 Case studies added

A seventh portal page for how client work gets shared: the Diagnosis, Prescription, Result format, testimonial sourcing rules, and a page template shown both annotated and worked through with the Riverbend placeholder. The presentation slide component and its written description were relabeled to match: Problem and Design Response became Diagnosis and Prescription, and the result dropped its invented 31 percent stat in favour of a qualitative outcome, consistent with the new rule that results default to qualitative unless something was actually measured.

 Logomark gap replaces the arch

The centre stroke's entryway is no longer a carved arch: the stroke's own base now stops 12 units above the baseline the other six strokes reach, leaving an open gap of the same size and width. It reads as a threshold by being absent rather than being drawn, and because it is base geometry rather than a mask-like feature, it now holds at every size and every weighted variant without special-casing.

 Badge & App Icons expanded

The badge family gains a combined mark-and-wordmark lockup for social profile photos and app icons, in Ink, Bone, and a Chroma full-colour version, each on a solid ground in the existing square, rounded, and circle shapes.

 Case studies renamed and restructured

The portal section is now Project Work + Case Studies. The Result is renamed The Outcome throughout the format, the slide component, and the written guidance. Project and Category are added as their own required, labelled lines on every case study, alongside the existing Eyebrow and Subline.

 Founder energy threaded through the voice system

A new cross-audience layer, direct address, a genuinely stated belief about the moment, concrete specificity, and plain confidence delivered warmly, is documented near The Persona and instructed into all nine audiences and the Facebook row added to the channel table, as a stance rather than a vocabulary. Two illustrative, unapproved drafts in Before & After show it applied at two different formality levels.

 Recruiting & Employer Brand Social Posts added

A new subsection of the LinkedIn Playbook, and Audience 9, The Prospective Team Member, in Channels & Audiences, document the loosened humour ceiling, expanded emoji palette, plainer lexicon, and exclusivity-signal language already in use in hiring social copy. Scoped to that one audience; none of the four mechanics travel to the website or the other eight audiences.

 Appendix — build notes

Process and file-handling notes, kept here for provenance. Not part of the brand system itself, and not carried into the printed book.

 Foil Gold retired

The system carries no metallic. Foil Gold was named in an early open questions list but never had a defined hex, never had an asset produced, and never appeared in the palette. It is retired rather than left pending. Foil remains available as a reproduction process, at the 0.7mm minimum stroke, but in Ink or Bone.

 Arched-window mark corrected and retained

The mark is now drawn from the reference supplied by Dr. G: a 2:3 construction of a square of side 2r with a circle of radius r centred on its top edge, an apex at the circle crown, and two diagonals to the base corners. An earlier version in this guide was wrong. It sits in the Archive with its four framing studies in full download depth. Study 37 remains the live mark.

 Icon system unchanged

The established nineteen-glyph set is retained exactly as drawn. A redrawn alternative was explored and rejected. One set is used everywhere: the portal, both schematics, and the presentation dividers.

 Presentations and slides added

A full specification for keynote decks in PowerPoint and Google Slides, taken from the XML of a delivered deck rather than estimated from a render. Seven slide layouts drawn at the reference canvas, a starter .pptx, and cross-platform setup steps. Resolves the stat-label collision, the two near-identical oranges, and the eyebrow font drift.

 Schematics made portable

The framework diagrams are the original artwork. Their source files carried part of their styling in Tailwind class names with no stylesheet, so labels and icons rendered solid black outside the website. That styling is now resolved into real attributes, and dark-ground and monochrome variants are supplied. The untouched sources are included.

 Circle badges rebalanced

The mark was set at the same scale in every badge shape, which put its ink at 99.9 percent of the circle radius: touching the edge. Circle badges now use a scale solved against the mark's actual ink so it sits inside an 80 percent safe ring, and a separate weighted variant covers avatar and favicon use below 64px.

 Portal split into six pages

The single scrolling document is now six focused pages (Foundation, Identity, System, Applied, Voice, Reference) plus a landing hub, so no one has to scroll past forty sections to find one. Each page keeps a short jump row and a sidebar scoped to its own sections, with the other five groups collapsed to a single link. A search box reaches across all six from any page. Heavy asset grids collapse past eight cards with a 'Show more' toggle, and every section with both guidance and downloads now separates them into a Guidelines tab and an Assets tab. The PDF book is unaffected: it was already paginated.

Reference

 Open Questions

Decisions still open. Nothing here has been invented to fill a gap.

Embroidery below 25mm needs a supplier check.  
Removing the five-stroke reduction means the guidance below 25mm is now wordmark only. Whether a more heavily bolded seven-stroke mark could stitch cleanly at that size is a thread-and-needle question, not a design one. Confirm with the embroiderer and this rule can be tightened.

---

 Work

Brand Portal

 Project Work + Case Studies

How client work gets diagnosed, prescribed, and shared: the case study format.

The FormatOutcomes & TestimonialsThe Template

Project Work + Case Studies

 The Format

A case study is a chart, not a brag sheet. It exists to show how a specific problem in someone's home was diagnosed, treated, and resolved, in that order, the same way Dr. G would present a case at grand rounds. Most of the wellness real estate industry publishes projects the way a magazine does: beautiful, undated, and impossible to verify. This is the opposite of that. If a claim cannot be sourced to something the household actually said or something that was actually observed, it does not go in.

Why this exists. Every design and architecture firm publishes a portfolio. Almost none of them publish a diagnosis. That gap is the entire credibility difference between a firm that decorates and a firm that treats. A case study that names the specific health problem, in physician language, before it shows a single beautiful photograph, is doing something a portfolio page cannot: proving the work started with a person, not a mood board.

 The three parts

 The Diagnosis

What was actually wrong, stated the way it would appear on a chart, not the way a designer would complain about it.

Residents were waking at 5am to direct east light, with no way to control it from bed.

The open kitchen put every cooking smell and sound into the room where the household tried to unwind.

 The Prescription

The specific intervention, named plainly, tied to the Lever and the Anatomy system it treats. This is where the doctor-designer bridge does its work.

Circadian glazing film, automated shading, and a warm-shift lighting scene tied to sunrise.

A working kitchen closed off from the living room by a pocket door, ventilated independently.

 The Outcome

A real, observed or reported outcome. Qualitative by default, since most projects will not have a measured number, and a household's own words are evidence, not decoration.

The household reports falling asleep faster and no longer waking before their alarm.

The family now eats dinner together most nights, which they say they had stopped doing.

Project Work + Case Studies

 Outcomes & Testimonials

 The outcome is usually qualitative

Default to qualitative. “The household sleeps better” is a real outcome if it is what they told you; “31 percent improvement in sleep quality” is not a real outcome unless something actually measured a 31 percent improvement in sleep quality. If a number exists, source it exactly like the Stat Pack: state where it came from and how confident it is. If no number exists, do not manufacture one to fill the slot. A specific, well-observed sentence outperforms a vague statistic anyway.

 The testimonial rule

Every case study should carry a testimonial where one exists. A testimonial is a direct quote from the household, attributed, used with their permission. It is not a paraphrase, not a composite of several conversations, and never a line written in their voice on their behalf. If a client has not given a quotable line yet, the block is left out or marked pending, not filled with an invented one. Get permission before anything is published, and confirm how they want to be identified: first name, initials, or anonymous. A verbal confirmation or an email is sufficient; no separate release form is required.

Project Work + Case Studies

 The Template

GuidelinesAssets

The page anatomy, in order.

Element Guidance  
------  
Eyebrow “CASE STUDY” plus the project name, mono, wide-tracked.  
Title The outcome, not the address. “A bedroom that finally lets you sleep past 5am,” not “The Smith Residence.”  
Project The project name, stated plainly as its own labelled line. Required on every case study, even one already named in the Eyebrow.  
Category The type of development, in plain terms: a single-family residence, a senior living development, a medical clinic, and so on. Required on every case study, so the collection can be filtered by building type the same way it is filtered by Lever.  
Subline Location (city and state is enough) and the Lever(s) addressed.  
Lever & Anatomy tags Small chips naming which of the Seven Levers and which Anatomy system the project treated.  
Hero photograph One image, full width. The space after, not the render before.  
The Diagnosis / Prescription / Outcome Three ruled columns or stacked blocks, in that order, every time.  
Testimonial A direct, permissioned quote, or omitted entirely. Never invented.  
Photo gallery Three to six supporting images. Follows the Imagery direction and treatment rules.  
Credit line Design credit and photography credit, every time a photographer is owed one.  
  
 Rules

   Diagnosis, Prescription, Outcome, in that order, every time. The order is the argument.
   Lead the title with the outcome, not the address or the square footage.
   State the Project name and its Category (the type of development) as their own labelled lines on every case study. Required, not optional, even when the project name also appears in the Eyebrow.
   Tag every case study to at least one Lever so the collection can be filtered and cross-referenced.
   Default every outcome to qualitative language. Only publish a number that was actually measured, sourced the way the Stat Pack sources one.
   Never write a testimonial on a client's behalf, even a flattering one. Quote them or leave the block out.
   Get written permission before publishing a client's name, likeness, or address. Anonymise on request.
   Photography follows the same direction and treatment rules as the rest of the brand. No exception for 'the client's own photos.'
   A case study with a strong diagnosis and prescription is still worth publishing with no measured outcome and no testimonial yet. Do not force either one to look finished before it is.

 The template

Shown twice: once annotated as a teaching tool, once worked all the way through with the same Riverbend placeholder used for the Case Study slide in Presentations.

About the worked example. The worked example below reuses Riverbend, the same illustrative placeholder already used for the Case Study slide component in Presentations, so the guide carries one placeholder project rather than two. It is not a real project, and nothing about it should be quoted as if it were.

A real precedent, not yet a case study. The Camp Denman engagement, a real and current Well Home project (a Phase 1 presentation for a creators' retreat on Denman Island, BC), shows the Prescription voice this format extends: the narrative, the Lever and Home Determinants language, the material specificity. It is a concept-phase document, not a completed project, so it has no Outcome section yet and is not used as the worked example here. Once it closes, it is a strong candidate to become the first real case study.

Page template · Annotated

The Diagnosis, Prescription, Outcome format, empty and captioned.

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Page template · Worked example

The same template worked through with the Riverbend placeholder.

Riverbend is illustrative only. Not a real project or a real quote.

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