Legazpi Eye Center Standards Manual

Brand DNA

Verbal Identity

Brand Signatures

Brand Elements

Key Visual Elements

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Verbal Identity

Brand Tone

Brand tone helps us adjust our brand personality depending on our audience and chosen medium. It is a way to contextualize our brand across the various platforms (analog, digital, social media) available today.

Brand tone is a way for us to empathize with audience.

But the general rule of thumb is to always consider your reader or audience when writing. Who it is for and what purpose does it serve. When writing content, it is important to ask the following questions:

Is it easily understandable at a glance?

Are sentences jargon-free and in the active voice?

Will our audience find what they need within the first two sentences?

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Language Use

For marketing materials

We recommend the use of plain English and Bicol for external marketing materials. Translate marketing materials to full Bicol when appropriate, which is in line with our values of inclusivity and compassion.

For official/medical documents and forms

We recommend sticking to English for all official documents. This is especially important when explaining the particulars of a treatment, payment plans, after-care, and other related material.

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Primary Audiences

Bicolanos who care for their health

Our potential market

Leverage our positive reputation in the region and highlight the fact that we are bringing the Legazpi Eye Standard of care nearer to them. Show how complete our services are, starting with our optical services, but also show how eye care ought to be holistic with ophthalmic assessments and surgeries.

Our current market

Highlight the rebranding efforts as a way to make it easier for our current market to engage with Legazpi Eye Center. Streamline service delivery and increase social media presence. Through the rebrand, we want our current market to feel like they are also growing with us as we expand into the rest of the region.

WHO

Bicolanos who care for their health

WHAT

Eye health is a crucial part of holistic health and wellness. Legazpi Eye Center is the premiere eye center that offers total eye care to Bicolanos. That is: Accessible, world-class, comprehensive patient-centric eye care and services.

HOW

Patient Centricity - Legazpi Eye Center puts the needs of its patients first. Our services and facilities are built around our patients’ needs and concerns. All of our health professionals are trained to hold patients in the highest regard.

Integrity - At Legazpi Eye Center, all of our professionals are committed to acting and serving according to the highest moral standard. We promote a culture of integrity amongst all our peers.

Compassion - At Legazpi Eye Center, we act according to the needs of the patients and find ways to solve their most pressing eye concerns, regardless of their position or status.

Inclusivity - We accept everyone from all kinds of backgrounds. We celebrate differences and learn from one another’s different perspectives.

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Secondary Audience

General public and other medical institutions

We want to be top of mind when it comes to Bicolano eye care. Even if you might just be visiting Bicol, you’d know that the best eye care center would be at the Legazpi Eye Center. We want to establish ourselves amongst our peers in the same field as well.

WHO

General public and other eye care institutions

WHAT

Legazpi Eye Center is an established institution within the Bicol region that provides world-class eye care.

HOW

Patient Centricity - Legazpi Eye Center leads by putting the needs of its patients first. We distinguish ourselves among other eye care providers through our commitment to our values and culture.

Integrity - At Legazpi Eye Center, all of our professionals are committed to acting and serving according to the highest moral standard. We promote a culture of integrity amongst all our peers.

Compassion - The Legazpi Eye Center was set-up to serve Bicolanos. Foregoing a more lucrative practice, the Milante family wanted to bring world-class eye care to the underserved region of Bicol.

Inclusivity - We accept everyone from all kinds of backgrounds. We celebrate differences and learn from one another’s different perspectives.

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Mediums and channels

Digital + Social Media + Marketing

Always write with your audience in mind

Write for everyone. Help everyone find what they need more quickly by using headers, subheadings, and grouping together similar thoughts.

Focus your message. Always lead with your main thought using clear and concise language. Lead with your main point, especially on digital. We want our users to spend more time learning about who we are and what we do.

Active voice, not passive voice

Text is considered

more readable, digestible, when written in the active voice⁠

. Reserve passive voice for academic writing, not marketing materials and plain speak. In an active voice the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it. Use simple tenses.

❌ Action on the bill is being considered by the committee (Passive voice)

✅ The committee is considering action on the bill (Active voice, clear actor + what is being done)

Write in the affirmative, lean on positive writing

Use positive language rather than negative language. Avoid words like “can’t,” “don’t,” etc.

Language Use

For marketing materials

For official/medical documents and forms

Primary Audiences

Bicolanos who care for their health

Secondary Audience

General public and other medical institutions

Mediums and channels

Digital + Social Media + Marketing

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