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Brand Guidelines

Visual identity, voice, and design standards for Soul Fire Rising

Brand Essence

Mission

To guide spiritually awakening souls from exhaustion and confusion to empowerment and purpose through sacred indigenous wisdom and modern healing practices.

Vision

A world where sensitive souls recognize their gifts as superpowers and create ripples of transformation that heal communities and the planet.

Values

  • • Authenticity over perfection
  • • Both/and thinking (spiritual + scientific)
  • • Sacred reverence
  • • Empowerment, not victimization
  • • Community over competition

Color Palette

Our colors are inspired by natural elements: fire, water, earth, and air.

Soul Fire

#F5A623

Primary CTAs, warmth, transformation energy

Turquoise Spirit

#3AA5B5

Trust, growth, water element

Earth Wisdom

#5D4037

Grounding, stability, earth element

Rising Light

#FFB347

Warmth, hope, sunrise energy

Deep Teal

#1F6B77

Deep trust, wisdom, depth

Sacred Sage

#7BA05B

Growth, healing, nature

Deep Waters

#0A4F5C

Emotional depth, mystery

Warm Cloud

#FFF8E7

Soft backgrounds, light sections

Mist

#F0F7F9

Light backgrounds, airy sections

Charcoal

#2C3E50

Primary text, body copy

Night

#212121

Dark text, headlines

Stone

#9E9E9E

Neutral, secondary text

Color Usage Rules

  • ✓ Use Soul Fire for primary CTAs and key conversion points
  • ✓ Combine Turquoise Spirit with Soul Fire for gradients
  • ✓ Use Warm Cloud and Mist for backgrounds to create breathing room
  • ✓ Charcoal and Night for all body text (never pure black)
  • ✗ Never use more than 3 brand colors in a single section
  • ✗ Avoid using Earth Wisdom and Sacred Sage together (too similar)

Typography

Headlines

Playfair Display

Used for all headlines, section titles, and attention-grabbing text. Serif, elegant, and transformational.

You're Not Broken

You're Breaking Through

Transform Your Life

Body Text

Open Sans

Used for all body copy, buttons, and UI elements. Clean, readable, and professional.

That 3am anxiety, that soul-deep exhaustion, that gnawing sense you're meant for more? It's not depression.

Join a tribe of beautiful souls who have transformed their sensitivity into their superpower.

All content is self-paced and available on mobile, so you can fit it into your real life.

Logo & Brand Accent

Tortoise and Deer

Custom brand font used exclusively for logo and special brand moments. Handcrafted, organic, and distinctive.

Soul Fire Rising

Typography Rules

  • ✓ Headlines: 3xl to 7xl sizes, Playfair Display
  • ✓ Body text: base to xl sizes, Open Sans, Charcoal color
  • ✓ Minimum line height of 1.5 (leading-relaxed) for readability
  • ✓ Use responsive text sizes (text-base md:text-lg lg:text-xl)
  • ✗ Never use more than 2 font families in a single design
  • ✗ Avoid using Tortoise and Deer for body copy (logo only)

Buttons & Components

Primary CTA

Used for main conversion actions: assessment, trial signup, retreat booking

px-8 py-6 | text-lg md:text-xl | bg-gradient-to-r from-turquoise-spirit to-soul-fire

Secondary CTA

Used for less critical actions: learn more, contact, explore

variant="outline" | border-soul-fire | text-soul-fire

Inverted CTA

Used on colored backgrounds for contrast

bg-white | text-soul-fire | hover:bg-warm-cloud

Button Rules

  • ✓ Always include arrow (→) for forward-action buttons
  • ✓ Use glimmer effect (before: pseudo-element) on primary CTAs
  • ✓ Maintain consistent padding: px-8 py-6 for large CTAs
  • ✓ Use sentence case for button text, not ALL CAPS
  • ✗ Never use more than one primary CTA per section
  • ✗ Avoid generic text like "Click Here" or "Submit"

Voice & Tone

We Are:

  • ✓ Empowering - "You're awakening" not "You're broken"
  • ✓ Authentic - Real struggles, real transformation
  • ✓ Wise friend - Conversational, not preachy
  • ✓ Both/and - Scientific + spiritual
  • ✓ Direct - Clear, honest, no fluff

We Are Not:

  • ✗ Victimizing - No "poor you" language
  • ✗ Toxic positivity - We honor struggle
  • ✗ Spiritual bypassing - Real work required
  • ✗ Corporate - No jargon or stuffiness
  • ✗ Pushy - Invitation, not pressure

Voice Examples

Headlines:

"You're Not Broken, You're Breaking Through"

→ Reframes struggle as transformation

Body Copy:

"That 3am anxiety, that soul-deep exhaustion, that gnawing sense you're meant for more? It's not depression. It's your soul fire calling you home to yourself."

→ Validates pain, offers empowering perspective

CTAs:

"Discover Your Soul Fire Rising Archetype →"

→ Inviting, action-oriented, benefit-focused

Writing Rules

  • ✓ Use "you" and "your" to make it personal
  • ✓ Ask questions that validate the reader's experience
  • ✓ Paint vivid pictures: "3am anxiety," "soul-deep exhaustion"
  • ✓ Balance validation with possibility
  • ✓ Use short paragraphs and varied sentence length
  • ✗ No medical claims or guarantees of specific outcomes
  • ✗ Avoid clichés like "journey" overuse or "transform your life"
  • ✗ Never use fear-based or scarcity manipulation

Design Principles

1. Breathing Room

Use generous spacing (py-20 lg:py-32) to create calm. Our audience is overwhelmed—give them space to breathe.

2. Mobile First

60% of traffic is mobile. Design for small screens first, then enhance for desktop. Hide non-essential elements on mobile.

3. Natural Elements

Incorporate nature: warm clouds, mist, deep waters, earth tones. Avoid harsh geometric patterns or cold colors.

4. Clear Hierarchy

One clear CTA per section. Guide the eye with size, color, and spacing. Make the next step obvious.

5. Smooth Motion

Use subtle, organic animations. Scroll-triggered reveals, gentle hovers. Never jarring or aggressive.

6. Authentic Imagery

Real photos over stock. Warm, natural lighting. Show real transformation, not staged perfection.

Quick Reference

For AI/LLM Asset Creation

Color Palette: Use Soul Fire (#F5A623) + Turquoise Spirit (#3AA5B5) for primary gradient. Warm Cloud (#FFF8E7) for backgrounds.

Typography: Playfair Display for headlines, Open Sans for body. Never use more than 2 fonts.

Voice: Empowering, authentic, wise friend. "You're awakening" not "you're broken." Both/and thinking (spiritual + scientific).

CTAs: px-8 py-6, gradient background, include arrow (→), benefit-focused text.

Imagery: Natural elements, warm lighting, authentic moments. Avoid stock photo feel.

Spacing: Generous (py-20 lg:py-32). Mobile-first responsive. One primary CTA per section.

Technical Implementation

  • • Breakpoints: md (768px), lg (1024px), xl (1280px)
  • • Section padding: py-20 lg:py-32
  • • Container: container mx-auto px-4
  • • Button: px-8 py-6 text-lg md:text-xl font-bold
  • • Animation: viewport=once, duration=0.6