Effective brand.growmypractice.ai
02 Introduction
This deck is the source of truth for every surface that ships under the GrowMyPractice name. Designers, writers, engineers and AI agents working on GMP material should treat it as the spec, not the inspiration.
Use it when building the website, the sales deck, case studies, audit reports, lead magnets, social posts, stationery or anything else that carries the brand.
The deck renders against the live v2 CSS tokens, so what you see here is what ships.
03 Strategy
GrowMyPractice is the growth infrastructure partner for behavioral health providers. We work with therapy practices and treatment centers that want predictable, ideal-fit client growth without becoming a marketing business. We build the full path into care: HIPAA-tier tracking, condition-specific landing pages, intake automation and attribution that survives an audit.
ICP A · Treatment Centers
Census drives the P&L. Heavy regulatory scrutiny: HIPAA, LegitScript, platform enforcement. Admissions teams under strain. They think in census, utilization and admissions, not leads. Sophisticated, fluent in levels of care, skeptical of hype.
ICP B · Therapy Practices
Clinicians first, business owners second. Want consistent flow, not scale. Resist anything that feels promotional. Many have been burned by agencies that didn’t understand therapy or behavioral health. Lower tolerance for brand risk than for slow growth.
ICP C · Integrative Psychiatry
Cash-pay or hybrid payer mix. Operating under DEA scheduling for ketamine, FDA-cleared TMS protocols and ad-platform suppression on most psychedelic-adjacent copy. Smaller than RTC and PHP but more regulated than outpatient therapy. Owners are clinical-research aware and want to differentiate from sketchy peri-clinical operators.
04 Strategy · Archetype
The combination is what differentiates GMP from the three reductive failure modes in this category: pure Hero brands lose to specialty depth; pure Caretaker brands lose to systems-fluency; pure Ruler-Sage brands lose to feeling like a peer.
Primary
Explains clearly. Teaches without posturing. Values accuracy over exaggeration. Frames systems and tradeoffs calmly and precisely. The senior clinician’s voice: the most competent person in the room and the one most comfortable speaking quietly.
Support
Centers people over processes. Protects dignity and readiness. Signals responsibility and restraint. Uses client-first language. Respects the emotional reality of entering care. Keeps the Sage from drifting into cold-systems-engineer register.
Light touch
Introduces structure and order. Supports leadership and scale. Emphasizes follow-through and clarity. Never overpowers Sage or Caretaker. It’s why GMP can credibly say “we’ll build the infrastructure” and not sound like a coach or a consultant.
The brand IS
The brand is NOT
05 Strategy · Mission, Vision, Values
Mission · What we do every day
GrowMyPractice exists to give behavioral health providers a predictable, ethical, operationally sound path to growth. We build the full infrastructure between someone is searching and someone is in care, and we hold ourselves accountable to outcomes the practice actually feels.
Vision · What we’re building toward
A behavioral health industry where growth is no longer traded against care quality. Where the agency category is held to documented outcomes instead of vanity metrics. And where every clinician-operator who wants to scale their practice can find an agency partner that respects the work as clinical work, not as a marketing exercise.
Values · How we make decisions
Ideal fit over volume.
When a prospective client’s operational reality can’t absorb growth, we say so before signing them. We turn down work we can’t deliver on.
Documented over claimed.
Every result is backed by a timestamp, a name, a screenshot or a publicly verifiable artifact. No invented case studies. No round numbers without a source.
Specialty depth, not scope creep.
Behavioral health only. We don’t take dental, chiropractic or general healthcare even when the work is similar. The depth is the moat.
Intake is part of care.
We don’t deliver leads and walk away. The work isn’t done until the call gets answered, the consult gets booked and the routing holds.
Aligned incentives.
Performance-based offers. Refund clauses. We carry the risk that the system delivers because we’re sure the system delivers.
Calm authority.
We don’t compete on volume of opinion, hot takes or trend-chasing. We compete on the quality and specificity of what we ship.
Built for the long arc.
Engagements are designed for months 5 to 6+ where the real story compounds, not for 90-day pulses. Client relationships are designed for years.
06 Strategy · Tagline finalists
Three category-naming candidates and three two-beat parallel candidates. The chosen tagline carries the brand on every surface, so it has to be both the right semantic load and the right typographic load.
Category-naming finalists · v1
01
Growth infrastructure for behavioral health.
Cleanest. Best for site hero, meta description and sales deck cover. Confident without saying what we do specifically. The rest of the page does that.
02
We build the path from search to care.
Most pointed. Uses care-side vocabulary no competitor uses. Strongest brand voice. Best in long-form content and LinkedIn bio.
03
Predictable, ideal-fit client growth for behavioral health providers.
Most descriptive. Names the outcome and the audience. Best where the line has to stand alone without supporting copy: paid search, social bio, email signature.
Two-beat parallel finalists · v2
04
Built for growth. Built for care.
Names the two values competitor agencies treat as in-tension. The built for care half is the differentiator from any non-behavioral-health agency. Strongest as a brand-asset line: repeatable, doesn’t need rewriting per surface.
05
Real proof. Real predictability.
Parallel, certainty-coded. Anchors the two strongest GMP differentiators: documented results and the refund clause. Reads confident without overclaim.
06
More clients. Better systems.
Most plain-spoken. Matches the voice register exactly. The better systems half is the intake-to-client differentiator compressed into two words. Best for paid search, social and hero.
07 Logo system · Lockups & marks
The leaf is a single canonical path with one negative-space crescent built into the path winding. Never two shapes, never substituted with another organic mark, never recolored outside sage, mist, ink or the greyscale exception.
logo-primary-ivory.svg
Default. Sage leaf, ink wordmark. Use on ivory foundation surfaces.
logo-secondary.svg
On sage surfaces. Mist leaf and mist wordmark.
logo-tertiary.svg
On ink surfaces. Sage leaf, mist wordmark.
logo-sage.svg
Alternate primary for sage-tonal section backgrounds.
logo-mark-sage.svg
on ivory foundations
logo-mark-mist.svg
on sage surfaces
logo-mark-ink.svg
on ink surfaces · sage leaf on dark
08 Logo system · Sizing
Below these sizes the wordmark loses legibility. Switch to the mark-only variant.
Print loses fine detail. Stay above these on uncoated stock.
320 pxnavigation default
Desktop top nav
200 pxmobile navigation
Mobile top nav
128 pxminimum legible
Footer attribution
favicon-16x16.png
canonical · with crescent
favicon-32x32.png
browser tab retina
favicon-48x48.png
Windows site icon
favicon-96x96.png
Android shortcut
apple-touch-icon-180x180.png
iOS home screen
android-chrome-192x192.png
PWA install
maskable-512x512.png
60% safe-zone · 102px pad
favicon.svg
transparent · theme-aware
favicon.ico
multi-res · 16 + 32 + 48
09 Logo system · Greyscale & never
The greyscale variant exists only for client-branded weekly reports, where the report ships in the client’s palette and the GMP mark appears as a small attribution. The eight nevers apply everywhere else.
Ink near-black #1F1F21. Canonical leaf shape preserved. Sized as footer attribution, never as report header.
Mist #F1EDE4. Same canonical shape, inverted weight. Footer attribution only.
Renders in clay or deep. The leaf is sage. Always. No exceptions for “seasonal” or “campaign” treatments.
Animates. Static everywhere except the optional 1-second video bug spec’d in brief 02 §E.
Reproduces with drop shadow, glow, bevel or other effects. The mark is a flat 2D vector.
Stretches or distorts from native proportions. Scale uniformly. Lock aspect ratio.
Sits on photography unless inside a defined surface treatment (sage panel on a social cover, ink panel on a slide divider).
Gets replaced with an alternate leaf shape. No sprouts, sunbursts, infinity loops, mountains.
Renders as two separate leaves. The crescent is negative space in a single path. Two-shape approximations are off-spec.
Tilts, rotates or perspective-distorts. The mark sits flat and upright. No 3D, no isometric, no leaf-blowing-in-the-wind animations.
10 Color · Brand-defining tokens
One foundation, one brand-defining sage, three accents (clay, deep, spark) and the ink that holds it all together. Plus bone, the elevated surface that replaces pure white on cards and modals.
--brand-mist
#F1EDE4 warm cream · locked v2
Foundation. The canvas.
Primary background everywhere except cards and modals. Replaces v1 mint #F3F7ED.
--brand-sage
#A2A892 identity
The brand-defining color.
Logo leaf, default links on ivory, italic emphasis in serif headlines, secondary CTA fill. Never used for body text.
--brand-clay
#C97B5A new in v2
Warm counterpoint accent.
Key-insight callouts, decorative pop on cream, chart comparison metric. Never for body text or status conveying.
--brand-deep
#3D4B3A new in v2
Editorial gravitas accent.
Inverse-mode dark sections, section-divider slides, certain editorial headlines. Replaces ink as background, never as text.
--brand-spark
#E55A2B new in v2 · emphasis only
Emphasis accent. Not a CTA color.
Audit grade callouts (one per report), hero stat emphasis (one or two per page), Library featured badges. Never on buttons.
--brand-ink
#1F1F21 type & CTAs
Type and primary CTA fill.
All body text, primary headings, primary button fill. Inverts to mist on dark surfaces.
11 Color · Full scales
--success
#6F8F5A · sage family
--warning
#B8893E · updated from v1
--danger
#B5564B · watch vs. clay
--info
#A2A892 · aliased to sage
12 Color · Usage rules & accessibility
| Token | Does | Does not |
|---|---|---|
| mist | ✓Primary background everywhere. Page canvas. | ✕Card or modal backgrounds (use bone). Form-field fills (use bone). |
| bone | ✓Card backgrounds, modal backgrounds, elevated surfaces lifted off the cream foundation. | ✕Page background (mist is the foundation). Inverse-section surfaces. |
| sage | ✓Logo leaf, default links on ivory, italic emphasis in serif headlines, secondary CTA fill, decorative leaf motif. | ✕Body text (fails AA at body sizes). Primary CTA fill (ink does that). Pure-decoration background washes. |
| clay | ✓Key-insight callouts, secondary chart metric, decorative pop on cream foundation. | ✕Body text, headlines, primary CTAs, status conveying. |
| deep | ✓Inverse-mode dark sections, section-divider slides, certain editorial headlines. | ✕Body text. Replacing ink as default. |
| spark | ✓Audit grade callouts (one per report), hero stat emphasis (one or two per page max), Library featured badges, link color on dark inverse sections. | ✕Buttons (ink is the primary CTA fill). Body text. Headlines. Decorative chrome. Borders. More than two elements per page. |
| ink | ✓All body text, primary headings, primary button fill, inverse-section text on mist surfaces. | ✕Inverse-section body text (use mist text on dark backgrounds). |
13.5 : 1
passes AAA
Ink body on ivory foundation. The default text combination. Passes AAA at every body size and AAA-large at every heading.
3.0 : 1
AA large only
Sage on ivory. Use as accent at 24px or larger only. Fails AA at body sizes. Pair with weight or underline when used for interactive elements.
4.2 : 1
passes AA
Spark on ivory. Passes AA at body sizes. Reserve for emphasis (audit grades, hero stats). Never on buttons.
9.4 : 1
passes AAA
Deep on mist. Editorial headline contrast. Passes AAA.
4.6 : 1
passes AA
Spark on ink. Link color on dark inverse sections. Passes AA at body.
3.1 : 1
AA large only
Clay on ivory. Use for callout chrome at 24px or larger. Fails AA for body. Never primary text.
13 Typography · Specimens
The entire competitor agency category is sans-only. DM Serif Display on the hero is GMP’s single highest-leverage visual differentiator. Both faces are locked. Don’t propose alternatives.
Growth infrastructure for behavioral health.
We build the path from search to care.
Intake is part of care.
$1.39M
38 leads · month 1
What we build between someone reaching out and someone in care
Predictable, ideal-fit growth without becoming a marketing business
Most behavioral health growth ends at “more leads.” The part nobody owns is what happens between someone reaching out and someone starting care. We build the tracking that shows you which channels actually fill your calendar, the intake routing that catches people in the first ten minutes, and the consult SOPs that close the gap between consult booked and client started.
Janz Family Therapy went from no working ad system to 38 qualified leads in month one. By month three, the same setup was producing predictable weekly intake volume at a $76 blended cost per lead. The work: a coordinated Google Ads and local SEO build, a single landing page with HIPAA-tier tracking, and an intake routing setup that catches inquiries inside the first 10 minutes. Lead generation is one layer. We install the rest. Engagements run six months minimum because the compounding work happens after month four.
Case Study · Brooklyn Group Practice · Q2 2026
Updated 2026-05-15 · Internal: brand-guidelines-v2.md · Public: brand.growmypractice.ai
14 Typography · Rules & tests
| Use DM Serif Display for | Use Manrope for |
|---|---|
| Page H1 (hero headline) | H3, H4, H5, H6 — all subheadings |
| Page H2 (section headline) | Eyebrows and section labels |
| Section pull-quotes, large editorial quotes | Body text at all sizes |
| Case study proof-led hero stats | UI text: buttons, labels, navigation |
| Sales deck covers and section dividers | Captions, footers, legal copy |
| LinkedIn carousel slide titles | Numerical stat displays (large numbers) |
Pay nothing until your first qualified lead.
Pattern
Wrap the emphasized phrase in <em class="brand-em">. Apply inside serif H1 or H2 only. The terminal period goes inside the tag so it inherits the sage color.
CSS
font-style: italic;
color: var(--brand-sage);
font-weight: 400;
Don’t
Don’t use on Manrope. Don’t use on body. Don’t substitute another color.
We build the campaigns, landing pages, tracking and intake automation at zero cost upfront. Once the management retainer begins, 100% of fees refunded if we miss the agreed pace of booked intakes by day 90.
The part nobody owns is what happens between someone reaching out and someone starting care. That’s where the actual revenue lives, and where we build.
GMP started because most of the practice owners I worked with at my first agency were being charged five-figure retainers for setups the agency hadn’t touched in months. The first GMP engagement was a rescue. A $20K per month spend with no one logged in.
We rebuilt the tracking, rebuilt the campaigns and brought their Google-generated consults from 25% of total to 50% over six months. Everything since has been a version of the same work: building the infrastructure that should have been there.
Prosperity Eating Disorders Wellness · 3 months
$1.39M
in qualified pipeline. Built on a single landing page, HIPAA-tier tracking and an intake routing setup that catches inquiries inside the first 10 minutes.
“Most 10× growth claims in this space are doing one of three things: starting from a near-zero baseline, counting clicks as growth, or attributing organic growth to a paid campaign.”Elan · founder · GrowMyPractice
15 Photography · Direction
Most surfaces work text-led. The competitor category leans on stock and loses the editorial register because of it. When photography ships, it falls into one of five categories. Every example below is a placeholder until a real shoot exists.
Category 01
Elan, single shoot, used everywhere: About, sales deck closing, LinkedIn cover, intro.growmypractice.ai. Editorial half-body, natural light. Register: Maven Clinic founder portrait, not corporate headshot.
About hero · half-bodyElan in a natural-light interior. Hands visible, not posed. Looking off-camera, mid-sentence.
LinkedIn cover · tightSame shoot, tighter crop. Three-quarter face, soft daylight, ivory wall behind.
Category 02
Hands on laptop. Notebook with handwritten campaign math. A single plant. Empty office at golden hour. No people, no faces. Process-as-evidence.
Handwritten mathNotebook close-up, real numbers, real client first names redacted.
WorkstationHands typing, Ads Editor visible on screen. Warm desk lamp.
Empty office, golden hourBookshelf, plant, late-afternoon sun. No people.
Category 03
Opt-in only. Half-body editorial. Used on that client’s case study page, never reused. First name + credential only, never patient material.
Sarah · Janz Family TherapyHalf-body, natural light. Consented for case study use.
Marcus · Golden RootsThree-quarter, office interior, daylight.
Anonymous PHP directorEnvironmental, no face visible, hands and credentials only.
Category 04
Exterior signage, interior wide shots with no patient material visible. When permitted by the practice. Replaces stock-photo “therapy office” clichés.
Practice exteriorSignage, doorway, real address. Replaces “medical office building” stock.
Waiting room, no peopleWide shot, natural light, no PHI on walls or screens.
Category 05
When a chart benefits from being an image rather than a live SVG component. GMP palette: sage primary metric, clay comparison metric. Rendered, anonymized client data.
Pipeline chartSage line: booked intakes. Clay line: industry average. 6-month axis.
CPL curveCost-per-lead over engagement months. Anchor annotations at month 1, 4 and 6.
Audit grade grid4-card score (B / B / C / D) with one spark grade callout.
01
Real over staged.
No model in a white coat. No diverse team at a conference table. No smiling clinician with tablet. Real people doing real work.
02
Natural light always.
No flash. No fluorescent. Window light, golden hour, soft overcast. Color processing warm-natural, modest saturation, true skin tones.
03
Considered framing.
Editorial half-body or environmental. Maven Clinic and Mercury founder portrait register. Never poster-marketing crops.
04
No PHI exposure.
Client photography is opt-in. Environmental and portrait only. Never identifiable patient material. Sign in writing before the shoot.
16 Photography · Anti-patterns & iconography
Every category below is what behavioral-health-adjacent agencies default to. We default away from them. The hatched panels below stand in for the real stock category; the rejection note explains the why.
Smiling clinician with tablet
Reads as healthcare-marketing-template. Tablets are props, not work surfaces.
Diverse team at conference table
Performative diversity. The brand respects representation, not staging.
Handshake close-up
Universal agency cliché. Could be any business on the planet.
Glass-walled office
Aspirational SaaS register. The audience isn’t startup founders.
People meditating in soft light
Wellness-industry trope. We’re infrastructure, not mindfulness.
Abstract gradient blob
2022 SaaS hero treatment. Decorative, carries no information.
Therapist couch wide shot
Cliché of the clinical setting. Tells the audience what they already know.
Pills, syringes, IV bags
Pharma register. Wrong for therapy and PHP. Sends the wrong compliance signal.
Default: no illustration. Photography or text. Illustration only as diagrammatic information graphics, levels-of-care funnel, attribution diagram, conversion pathway. Restrained line work in ink and sage. No decorative motifs.
Never: Lottie growing-plant animations. Soft watercolor abstract shapes. Hand-drawn-feel iconography. Cartoony mindfulness scenes. Squiggle accents. Spot illustrations of clinicians at desks.
One source: Lucide. Already in use via the React component library. Single-weight line icons. 1.5px stroke standard. Ink default. Sage on emphasis. Clay for “key insight” rare callouts.
check
alert-triangle
arrow-right
search
phone
layout
16px · UI inline
20px · buttons
24px · default
32px · feature
17 Voice · DO & DON’T
Every pair below is real GMP material verbatim from the voice canon. Use these as calibration anchors when writing new copy. If a draft sounds tonally different from the DO side, rewrite until it doesn’t.
Pair 01
✕Don’t
“Transform your behavioral health practice with our proven, world-class digital marketing solutions. We help mental health professionals dominate their market and 10× their client growth.”
Why it failsTransform, world-class, dominate, 10× — every offending word in one paragraph. Could be a chiropractic agency. Hero archetype. Off-brand.
✓Do
“Pay nothing until your first qualified lead. We build the campaigns, landing pages, tracking and intake automation at zero cost upfront. Once management starts, 100% fees refunded if we miss the agreed pace by day 90.”
Why it worksLeads with the offer. Names the deliverable specifically. Ends with the accountability clause. Sage and Ruler. Anti-hype. Already shipped on the live site.
Pair 02
✕Don’t
“Our holistic, end-to-end approach combines best-in-class SEO, PPC and conversion optimization to deliver a comprehensive solution tailored to your unique needs.”
Why it failsEvery word is generic agency filler. No specifics. Could be a SaaS consultancy. Would not survive the “swap dentist for therapist” test.
✓Do
“Most behavioral health growth ends at ‘more leads.’ The part nobody owns is what happens between someone reaching out and someone starting care. We build the tracking, the intake routing that catches people in the first ten minutes, and the consult SOPs that close the gap.”
Why it worksOpens with the category observation. Names the missing layer. Lists three concrete things we build. Specific verbs: install, build, catches.
Pair 03
✕Don’t
“Janz achieved incredible growth working with GMP, with leads exploding by triple digits and ROI dramatically improving over the first quarter.”
Why it failsIncredible, exploding, dramatically — vague intensifiers. No numbers. Cliché-soaked.
✓Do
“Janz Family Therapy went from no working ad system to 38 qualified leads in month one. By month three, the same setup was producing predictable weekly intake volume at $76 blended cost per lead.”
Why it worksStarting state, end state, timeline, dollar metric. Reads like a documentary.
Pair 04
✕Don’t
“Let’s hop on a call to evaluate your current marketing setup and see how we can help you grow.”
Why it failsEvaluate, see how we can help, grow — all vague. Hop on a call reads salesy.
✓Do
“We can review your Google Ads setup and talk through specific fixes to help you get more clients without increasing ad spend. Most of the practices I review are losing 20 to 30% of the people who already reach out before anyone responds.”
Why it worksNames exactly what gets reviewed. Names the typical finding (with a number). Names the prospect-side benefit. The reader can picture the conversation.
18 Voice · DO & DON’T continued
Pair 05
✕Don’t
“Our team of dedicated marketing professionals is committed to delivering exceptional, customized solutions for behavioral health organizations of all sizes.”
Why it failsDedicated, exceptional, customized, of all sizes — every adjective is generic. Could be any agency on the planet.
✓Do
“GMP started because most of the practice owners I worked with at my first agency were being charged five-figure retainers for setups the agency hadn’t touched in months. The first GMP engagement was a rescue. A $20K per month spend with no one logged in.”
Why it worksFounding story is the negligence story (the unique differentiator). Names the dollar amount. Names the specific outcome. Sage and Caretaker. Operationally credible.
Pair 06
✕Don’t
“Our packages start at $X,XXX per month for our Growth Tier. Contact us for a custom quote.”
Why it failsDefensive. Doesn’t tie price to value. Hides what the engagement actually looks like.
✓Do
“Pricing only makes sense after we’ve looked at your actual numbers. You pay nothing until your first qualified lead lands, then we move to a monthly management retainer. Typical engagements run $5K to $15K per month for therapy practices, $10K to $30K for treatment centers.”
Why it worksNames the structure first, the range second. Acknowledges that price depends on numbers we haven’t seen yet. Transparent without overpromising.
Pair 07
✕Don’t
“Excited to share that we just helped another client 10× their leads! 🚀 Here’s how we did it (and how you can too).”
Why it failsExcited to share, 10×, rocket emoji, “here’s how” clickbait close. Every LinkedIn agency post sounds like this.
✓Do
“Most 10× growth claims I see in this space are doing one of three things: starting from a near-zero baseline, counting clicks as growth, or attributing organic growth to a paid campaign. The honest version: we recently took a practice from 22 leads per month to 55 over four months. That’s 2.5×.”
Why it worksTeaches system-level thinking. Punches up at the category convention, not at a competitor by name. Shares a real number with a real timeframe.
Pair 08
✕Don’t
“Hi Sarah, I noticed you’re running Google Ads. I’d love to chat about how we can help you 10× your leads!”
Why it failsGeneric open. 10×. Love to chat. Could have been sent to anyone running ads anywhere.
✓Do
“Sarah — saw you’re running a search campaign on [specific keyword] for [practice name]. I pulled a quick public-data review and noticed [specific finding]. Not a pitch. Happy to send the full review (~5 pages) if useful, no strings.”
Why it worksNames the specific campaign and the specific finding. Offers value (the review) before asking for anything. Closes with no-strings. Caretaker over Sage.
19 System · Buttons
Every button below is real interactive HTML. Hover and focus the live ones to verify states. The .is-hover, .is-active, .is-focus, .is-disabled modifier classes lock the state for spec reference.
CTA pair · text-led hero pattern
Inverse · on dark sectional bands · primary flips to mist fill
Pixel-perfect spec. Token references, radii, transition timings and accessibility annotations live in brief 06’s component reference. This page is the shape and feel.
20 System · Forms · Cards · Patterns
Service · 01
iHIPAA-tier server-side tracking. Conversion APIs to Google and Meta. CallRail with whisper screens. GA4 audit, GTM cleanup, and the dashboards the team will actually open.
How it shipsCase story · Brooklyn group practice
$1.39M
pipeline · 3 months · Prosperity
A single landing page, a coordinated Google Ads build and intake routing that catches inquiries inside the first 10 minutes.
Read the caseTestimonial
“The first month I knew, for the first time in five years, where every new client was coming from.”
Sarah, LCSWJanz Family Therapy · Brooklyn
Lead magnet
A 14-page operator’s guide to closing the gap between inquiry and booked consult. Real timelines. Real scripts. Free to download.
Download the guideFAQ
Do you guarantee a specific number of leads?
No, we don’t. We guarantee a pace of booked intakes against an agreed number, set in the strategy call after we’ve looked at your data. If we miss that pace by day 90, 100% of management fees are refunded.
FAQ
How long is a typical engagement?
Eyebrow + headline + body + CTAsingle-column workhorse
Sticky-left + numbered-rightthe Approach.jsx pattern
3-card gridservice cards, case story cards
4-card gridinfrastructure layers, audit grid
Proof bar3-up large-stat row
Comparison tableGMP column sage-tinted · no zebra
“Most 10× growth claims are doing one of three things.”
Pull-quoteDM Serif Italic on clay-50
CTA closingoffer + dual CTA + reassurance
GrowMyPractice
GrowMyPractice
Growth infrastructure for behavioral health.
Pausing freezes billing and stops ad spend. We’ll keep tracking running. You can resume any time.
Pixel-perfect spec. Padding, radii, focus-ring math, error-text positioning and ARIA roles for every component live in brief 06’s deliverable.
21 System · Layout, spacing, motion
12 columns · desktop≥ 1024px
6 columns · tablet768 to 1023
4 columns · mobile< 768
Editorial body column · 700px max
Long-form body copy caps at 700px. The competitor category writes hero-width body and loses readers at 1000px. Editorial reading flow benefits from a tighter measure: roughly 60 to 75 characters per line. The 700px cap is the foundation. Pull-quotes, stats and full-bleed sections break out of the cap when called for.
--ease-out
cubic-bezier(0.22, 0.61, 0.36, 1)
Default for entries. Modal opens, drawer slides, content fade-ins. Decelerates into rest.
--ease-in-out
cubic-bezier(0.65, 0, 0.35, 1)
Symmetric transitions. State swaps, tab changes, accordion expand/collapse. Same in and out.
--ease-emph
cubic-bezier(0.16, 1, 0.3, 1)
Emphasized arrivals. Hero entries, the sage arrow translate on link-buttons. Strong overshoot character.
--dur-fast--140ms
Hover color shifts, focus ring transitions.
--dur-base--220ms
Default. Accordion expand, dropdown open, tab swap.
--dur-slow--420ms
Modal opens, page transitions, section reveals.
Reduced motion respected. All transitions defer to prefers-reduced-motion: reduce. The hover arrow slide collapses to a color shift. The accordion chevron collapses to instant. Section entry animations remove entirely.
22 Applied · Home hero
The default home composition. Sage italic carries the emphasized phrase. Ink primary plus tertiary link as the CTA pair. Three-stat proof row below a hairline sage-100 rule.
Behavioral health · growth infrastructure
We build the campaigns, landing pages, tracking and intake automation at zero cost upfront. Once management starts, 100% fees refunded if we miss the agreed pace by day 90.
Janz · month 1
38 leads
Brooklyn group practice. Coordinated Google Ads and local SEO build.
Prosperity · 3 months
$1.39M
Pipeline. Single landing page, HIPAA-tier tracking and intake routing.
Industry standard · 6 to 9 mo
2 to 4 weeks
To #1 Google Maps. Across multiple practices in multiple markets.
23 Applied · Case study hero
Used on case study detail pages. The stat takes the hero slot. Eyebrow names the client and timeline. Sub-line names the metric. Context paragraph names the work.
Prosperity Eating Disorders Wellness · Q1 2026 · 3 months
$1.39M
in qualified pipeline. Built in 90 days.
A single landing page, HIPAA-tier server-side tracking and an intake routing setup that catches inquiries inside the first 10 minutes. PHP and IOP focused. Out-of-network payer mix. Documented week-by-week.
24 Applied · Audit report cover
Used on audit report covers. The 4-card grid summarizes the report. Three grades stay in mist on the deep background. The fourth grade — the one that most needs attention — uses spark as the emphasis accent. Only one grade per report.
GrowMyPractice · Review
Audit · 2026-05-15 · Q2
Brooklyn outpatient group · 14 clinicians · monthly ad spend $11K
A 14-page review of campaigns, landing pages, intake routing and tracking. Annotated screenshots, prioritized recommendations, what we’d ship in week one.
Conversions
B
Decent baseline
Forms fire. CallRail wired. Conversion APIs missing on Meta.
Wasted spend
B
Small leaks
14% spend on misqualified search terms. Negatives needed.
Structure
C
Rebuild needed
Flat campaign structure. No condition-level segmentation.
Settings
D
Action required
Audience expansion enabled. Broad match unblocked. Fix week 1.
25 Applied · Sales deck cover
Used on sales deck covers and intro.growmypractice.ai. One of the two-beat parallel taglines at poster scale. No supporting elements except brand attribution and prospect context. The Tinuiti pattern, in the GMP register.
GrowMyPractice
A 30-minute review of your growth infrastructure.
26 Applied · About page founder
Used as the About page hero. Founder narrative excerpt on the left, portrait placeholder on the right. The negligence-story founding moment carries the section. Half-body editorial portrait, Maven and Mercury register.
About · Elan Siedband · founder
GMP started because most of the practice owners I worked with at my first agency were being charged five-figure retainers for setups the agency hadn’t touched in months. The first GMP engagement was a rescue. A $20K per month spend with no one logged in.
We rebuilt the tracking, rebuilt the campaigns and brought their Google-generated consults from 25% of total to 50% over six months. Everything since has been a version of the same work: building the infrastructure that should have been there.
Elan · founder + driver · GMP
Editorial founder portraitHalf-body, natural light. Maven Clinic / Mercury register. Replace with real shoot.
27 Applied · LinkedIn carousel
LinkedIn carousels run portrait at 1080 × 1350. DM Serif Display on the title slide with sage italic accent. Manrope on insight slides. Maximum 50 words per slide. Brand bug top-left, slide number bottom-right.
GrowMyPracticeGrowMyPractice28 Production · Asset inventory
Source of truth for designers, engineers and AI agents working on GMP material. Paths are relative to the GMP monorepo root.
| Filename | Path | Use |
|---|---|---|
| logo-primary-ivory.svg | brand/marketing-site/assets/ | Default. Sage leaf + ink wordmark on ivory. |
| logo-secondary.svg | brand/marketing-site/assets/ | Mist leaf + mist wordmark on sage backgrounds. |
| logo-tertiary.svg | brand/marketing-site/assets/ | Sage leaf + mist wordmark on ink backgrounds. |
| logo-sage.svg | brand/marketing-site/assets/ | Alternate primary for sage-tonal section backgrounds. |
| logo-mark-ink.svg | brand/marketing-site/assets/ | Ink leaf mark for greyscale reports on light client surfaces. |
| logo-mark-mist.svg | brand/marketing-site/assets/ | Mist leaf mark for dark client surfaces. |
| logo-mark-sage.svg | brand/marketing-site/assets/ | Default leaf mark. Favicons, social avatars, video bug. |
| leaf-canonical.svg | brand/marketing-site/assets/ | Pure canonical leaf with currentColor. Use when inheriting fill from CSS. |
| Filename | Path | Use |
|---|---|---|
| favicon-16x16.png | brand/marketing-site/assets/favicons/ | Browser tab small. Canonical leaf with crescent. |
| favicon-32x32.png | brand/marketing-site/assets/favicons/ | Browser tab retina. |
| favicon-48x48.png | brand/marketing-site/assets/favicons/ | Windows site icon. |
| favicon-96x96.png | brand/marketing-site/assets/favicons/ | Android desktop shortcut. |
| apple-touch-icon-180x180.png | brand/marketing-site/assets/favicons/ | iOS home screen, 180×180 native. |
| android-chrome-192x192.png | brand/marketing-site/assets/favicons/ | Android home screen, PWA install. |
| android-chrome-maskable-512x512.png | brand/marketing-site/assets/favicons/ | Adaptive icon. 60% safe-zone, 102px pad. |
| favicon.ico | brand/marketing-site/assets/favicons/ | Multi-resolution bundle (16 + 32 + 48). |
| favicon.svg | brand/marketing-site/assets/favicons/ | Theme-aware. Sage on transparent. |
| manifest.json | brand/marketing-site/assets/favicons/ | PWA manifest. theme_color #F1EDE4. |
| browserconfig.xml | brand/marketing-site/assets/favicons/ | Windows tile config. |
| README.md | brand/marketing-site/assets/favicons/ | Per-file usage notes and HTML snippet. |
| Asset | Path / URL | Role |
|---|---|---|
| v2 CSS export | brand/marketing-site/colors_and_type.css | The token file every surface imports. Locked. |
| This brand book (live) | brand.growmypractice.ai | The reference document. What you’re reading. |
| Brand guidelines (source) | clients/grow-my-practice/brand-guidelines-v2.md | Markdown source of truth. This deck renders against it. |
| Brand inputs | clients/grow-my-practice/brand-inputs/ | Strategy, voice, references, current-state-audit, touchpoints. |
| Design-handoff briefs | clients/grow-my-practice/brand-inputs/briefs/ | Briefs 01 to 06. Per-deliverable spec docs. |
| Social refresh outputs | brand/marketing-site/assets/social/ | Profile pictures, LinkedIn banner, featured thumbnail. |
29 Production · Migration
For existing surfaces being refreshed against v2. The v1 system carries forward unchanged for what it specified. v2 adds what was missing and refines the foundation color and accent system.
| Decision | v1 → v2 |
|---|---|
| Foundation color | cool mint #F3F7ED→warm cream #F1EDE4 |
| Elevated surface | pure white #FFFFFF→bone #F8F3E8 (new) |
| Accent system | monochromatic sage→ sage + clay + deep + spark (4 accents) |
| Spark usage | not in v1→ emphasis accent only (audit grades, hero stats, badges) — NOT button fill |
| Primary button fill | ink #1F1F21= ink #1F1F21 unchanged · v1 default reaffirmed in v2 |
| Hero variants | 1 variant (text-led)→ 5 variants (added proof-led, diagnostic-led, logo-wall, type-as-image) |
| Navigation | 5 items→ 6 items (added Infrastructure + Library as top-level) |
| Type scale | 7 levels→ 11 levels (added display 80, stat-lg 64, stat-md 34, meta 11) |
| Gray scale | cool blue-gray→ warm-neutral (re-toned) cloud through phantom |
30 Index · How to use
Read top to bottom on the first pass. Strategy sets the context for every visual decision that follows. After the first read, treat it like a reference: jump to whichever section your current work needs.
Designers, writers, engineers and AI agents working on any GMP-branded surface. Use it when building the website, the sales deck, case studies, audit reports, lead magnets, social posts, stationery or anything else.
This deck is the visual + applied reference. The strategic source is brand-guidelines-v2.md. The deeper strategic analysis lives in the brand-inputs/ folder. Both ship and both stay current.
31 Credits & version log
Founder & driver
Elan Siedband
Strategic direction, every decision-lock, the negligence-story founding moment that the brand carries. The internal north-star line is his.
Visual production
Claude Design
Translation of locked decisions into HTML, CSS and rendered SVG. Favicon set, lockup variants, social refresh, this deck across four phases.
Strategic scaffolding
Claude Code
Strategy condensation, voice canon, archetype framing, ICP definitions, tagline candidate set, migration logic.
v2.0
Effective 2026-05-15
Warm-cream foundation, four-accent system (sage + clay + deep + spark), expanded type scale and hero variants, six-item navigation. Spark introduced as emphasis-only accent (never button fill). Ink primary button reaffirmed. New logo variants, favicon system, social refresh, and this brand book deck.
v1.0
2026-03
Original brand guidelines PDF. Slim teardrop leaf + Manrope wordmark across 3-background lockups. Sage-only accent system. Cool mint foundation. Text-led hero. Five-item navigation. Preserved in clients/grow-my-practice/brand-assets/BrandGuideline/ for archival.
End of brand book v2.0 · Return to cover ↑
