Keystone.ARC Health Partners
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Visual System · V1 · ARC Health Partners

ARC Visual Treatment System.
Operational calm in a complex environment.

The strategic and visual source of truth for every ARC marketing surface. Click any section to expand. Designed for executive clarity — built to scale without losing the calm.

01 Creative Thesis ↓
ARC operates across 30+ brands in a fragmented behavioral health landscape. The creative system has one job: make complexity feel resolved. Every surface — from a Google Business Profile to a campaign landing page — should communicate that the right help is accessible, credible, and calm.
Core Tension
Healthcare brands often choose between clinical authority and human warmth. ARC chooses neither — it resolves the tension with operational precision that feels like care.
Creative Principle
Operational calm in a complex environment. Dark backgrounds signal depth and professionalism. Warm accent tones signal approachability. Mono type signals precision.
Audience Frame
Partners, vendors, and referring providers read this system as competent and organized. Patients experience its output as clear, welcoming, and trustworthy.
Anti-Patterns
No stock-photo empathy. No clinical clip art. No paragraph-heavy hero copy. No generic "we care about you" language without specific proof.
02 Existing ARC Design DNA ↓
ARC's established visual markers — carried forward into Keystone and all new brand work.
Dark-Mode First
Deep navy (#0B2230) as primary background. Signals expertise, not sterility. Avoids the clinical white-wall feel of legacy healthcare sites.
Accent Strategy
Gold (#D88556) for calls to action, primary emphasis. Teal (#8DB5BF) for information, data, and navigation. Never competing — always orchestrated.
Type Pairing
Georgia serif for authority and warmth. IBM Plex Mono for precision and data. Helvetica Neue for body copy. The trio avoids the generic "startup sans" look.
Grid + Density
Card-based layout at 1400px max-width. Data-rich without feeling cluttered. Generous vertical whitespace within dense information areas.
03 Color System ↓
Click any swatch to copy the hex value.
ARC Health — Core Palette
#0B2230
Deep Navy
#143B4A
Surface
#D88556
Gold
#8DB5BF
Teal
#F5EFE3
Ink / Cream
#C5BCA8
Slate
Usage Rules
Navy = backgrounds. Gold = primary CTAs, headers, key emphasis. Teal = data, navigation, secondary elements. Ink/Cream = all body text. Slate = captions, meta, labels.
ADA Compliance
All color pairings are WCAG 2.1 AA compliant per Igor's 5/11 audit. Sub-brand color audits stored in individual Drive folders and surfaced on Brand Intelligence cards.
04 Typography System ↓
Three-typeface system. Each face has a defined role — they are never interchangeable.
Display / Headlines — Georgia (Serif)
Operational calm in a complex environment.
Used for: page titles, card headers, hero text, section names. Signals authority + warmth without clinical coldness.
Labels / Data / Navigation — IBM Plex Mono
ARC HEALTH PARTNERS · BRAND INTELLIGENCE · V5
Used for: nav items, metadata labels, tags, stats, timestamps, captions. Signals precision. Never used for body copy. Always tracked +0.10–0.20em.
Body Copy — Helvetica Neue / System Sans
Every sub-brand in the ARC network has a canonical Drive folder, a color spec, and a GMB profile. Keystone surfaces all three in one place.
Used for: paragraphs, descriptions, card body text. Font size 13–15px. Line height 1.6–1.75. Color: var(--ink) at 100% or rgba(245,239,227,0.65) for secondary.
Hierarchy Rules
H1 = Georgia 28–40px. H2/section = Georgia 18–22px. Labels = Mono 9–10px tracked. Body = Sans 13–15px. Never mix serif + mono in the same UI element.
Weight Usage
Bold (700) for Georgia headlines only. Medium (500) for Mono labels. Regular for body. Avoid bold body copy — use color contrast for emphasis instead.
05 Messaging System ↓
Core message pillars for ARC marketing surfaces. All copy should pass the "is this specific?" test — no claim without a proof point nearby.
Pillar 1 — Scale With Precision
30+ practices, 70+ locations, 18 states — with the same operational standards at every site. Not despite the complexity. Because of how we handle it.
Pillar 2 — The Right Help Is Accessible
Behavioral health is fragmented. ARC makes it findable. Patients, providers, and partners can navigate the network without translation — the right resource at the right moment.
Pillar 3 — Evidence-Based, Not Jargon-Driven
Clinical credibility lives in specificity: accreditation names, outcome metrics, treatment modalities. Not in words like "holistic," "transformative," or "world-class."
Pillar 4 — Partners Trust the System
Vendors, referring providers, and payers deal with ARC as a well-run organization. Every touchpoint — from intake to brand assets to invoicing — should reflect that.
06 Naming Convention System ↓
Naming rules applied across campaigns, files, UTM parameters, and Drive folders. Consistency here prevents the "where is that file?" problem at scale.
Campaigns
Product + Year + Audience. Enforced in the UTM Builder sheet via dropdowns.
e.g. TMS_2026_Veterans · Counseling_2026_Couples · TMS_2026_Referrals
Files
BrandCode_ContentType_Date. Stored in canonical Drive brand folders.
e.g. DWA_SocialKit_June2026 · NS_LandingPage_Kansas_2026
Drive Folders
One folder per brand, named exactly as it appears on the Brand Intelligence card. No abbreviations. No "old" or "new" suffixes — version in the file name.
e.g. Denver Wellness Associates / Lilac Center / NeuroStim TMS
UTM Source
Platform slug in lowercase. No spaces, use underscores.
e.g. google_ads · meta_ads · reddit_organic · email_nurtureflow
REF Numbers
Auto-generated by Keystone intake: ARC- + 4 ambiguous-character code. Never manually assigned.
e.g. ARC-4TNT · ARC-7KPR · ARC-2WXQ
07 Asset Families ↓
What lives in each brand's Drive folder. This is the minimum viable brand kit. Brands without a complete kit are flagged Needs Audit on Brand Intelligence.
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Logo Package
Primary, horizontal, stacked, icon-only. Formats: SVG (vector, required), PNG (transparent BG, @2x), PDF. Dark and light variants.
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Brand Color PDF
Primary and secondary palette. Hex, RGB, CMYK values. WCAG contrast pairs per Igor's 5/11 ADA audit. Required before any campaign work begins.
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Typography Spec
Approved typefaces and weights. Web-safe fallback stack. Font licensing notes where applicable.
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Brand Guidelines (1-pager minimum)
Voice, tone, messaging don'ts. Enough for a vendor to produce on-brand content without a review cycle. Linked directly from the Brand Intelligence card.
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Social Kit
Profile image, cover/header image, story template (if applicable). Sized per platform. Stored in /Social subfolder per brand.
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GMB Assets
Cover photo, logo (square crop), 5+ location photos per GMB profile. Sourced from social kit or separate shoot. Coordinate with Evy before upload.
Missing any of these? Submit a Request Intake ↗ — select "Design (Brand Assets)" and tag the practice.