AHD-BRAND-001 — Brand Direction v0.1

Status: DRAFT v0.1 (informed by NEXUS UHNW brand teardown research)

Sub-brand Architecture

• Master brand: AVINA WELLNESS
• Sub-brand: AVINA HOME DETOX (full lockup)
• Tagline: “an Avina Wellness practice” (small lockup beneath)

Visual Inheritance from Avina Wellness

• Palette: graphite #2B2A27, ivory #F4EEE3, ochre #A87E3F (single accent)
• Typography: Cormorant Display + Söhne Mono
• Photography: extends AVINA-BOOK Imagen library; commissioned shoot Y1 to add clinical-specific imagery
• Wordmark: stone-cut display tradition + typewriter sub-lockup
• Sonic motif: shared with Avina Wellness umbrella
• Reveal film: dedicated AHD reveal film commissioned Y1

Voice (per NEXUS UHNW brand research)

Same restraint as Avina Wellness. Mayfair-cadenced. Anti-marketing.

Words to use: investment, engagement, care proposal, clinical scope, duration, proposal, bespoke, discretion, sanctuary, multidisciplinary

Words to avoid: price, cost, fee, quote, package, programme, exclusive (overused), VIP

Replace: “patients” → “principals” or “members”; “treatment” → “engagement” or “care”; “facility” → “practice”

Three Brand Directions (one to be chosen by Fabian + Kelly)

Direction A: The Physician-Led Firm

Lead with Medical Director as credential. Sample: “AVINA is a private medical practice. We provide in-residence clinical care under the direct supervision of a physician.”

Direction B: The Discretion Architecture Firm

In-residence model as therapeutically superior. Sample: “Recovery conducted outside the principal’s residence introduces variables that in-residence care eliminates.”

Direction C: The Family Office Service Layer (RECOMMENDED)

Explicitly target the buyer. Sample: “AVINA provides family offices and private household advisors with access to immediate, physician-led clinical care in the principal’s residence. Engagements are managed from initial contact to completion without engagement with any institutional health system.”

Power Phrases Identified

• “without engagement with any institutional health system” — strongest line in entire brand teardown
• “we work with one family at a time” — operational exclusivity > aspirational exclusivity
• “a clinic of one’s own” — analog of Sollis “an emergency room of one’s own”

Differentiation from Avina Wellness umbrella

• AHD copy emphasises clinical specifics (protocols, scoring, MD oversight, 24-hour nursing)
• Avina Wellness copy emphasises orchestration (Chief of Staff, four practices, family office)
• AHD SEO target: high-intent commercial (“home detox + private + physician-led”)
• Avina Wellness SEO target: relational (“private wellness firm + family office + concierge”)