This handbook defines the visual and verbal identity of NUMA Recovery. It exists to protect the integrity of the brand across every touchpoint, from signage and merchandise to social and web. A consistent, considered presence is what earns trust - and trust is what recovery is built on.
The primary lockup pairs the parent brand NUMA with the sub-brand descriptor Recovery. Until the final mark is locked, the wordmark shown here acts as the working placeholder. All spacing, hierarchy, and colour rules documented in this section will carry over once the mark is finalised.
Primary lockup · Forest on Cream · for use on light backgrounds and document interiors
For use on forest backgrounds, photography, and any environment where the primary lockup would lack contrast. The reversed version uses cream for the primary mark and gold for the descriptor - preserving the hierarchy of the primary version.
Forest background · cream + gold mark
Deep-forest background · cream + gold mark
An exclusion zone is the clear space that must always surround the logo. No text, images, or design elements should enter this area. The clear space is defined by the height of the lowercase letters in "Recovery" - referred to as x. A minimum of 1x must be maintained on every side.
Any incorrect application of the logo that compromises its integrity or recognition. This includes altering its colours, proportions, orientation, or typography; adding effects like shadows or outlines; or distorting it in any way.
The palette is deliberately narrow and quiet. It draws on the tones of natural materials - deep green, warm brass, aged linen - to evoke stillness, warmth, and considered craft. Used consistently, these colours do the work of signalling the brand even before the logo appears.
These are the approved background and text colour combinations. Each has been checked for contrast and legibility. Combinations outside this set are not to be used for long-form copy or brand-critical moments.
Cream set over Forest. The primary pairing - the one to reach for first.
Forest set over Cream. The inverse of the primary - used for document interiors and editorial spreads.
Gold used as an accent within cream-on-forest copy. Never use gold for long bodies of text.
Gold used as accent within forest-on-cream. Use for the "Recovery" descriptor, pull-quotes, and refined editorial moments.
The functional pairing for standard pages - forms, long-form editorial, print pieces that are content-led rather than design-led.
The moodiest pairing. Reserved for covers, hero moments, and environments that want to feel enclosed and intimate.
The brand runs on two complementary families. A considered display serif for headlines and editorial moments, and a geometric sans for sustained reading. Together they carry the brand from poster-scale statements down to fine print without losing voice.
A high-contrast display serif with warmth and editorial authority. Used at size, it carries weight without shouting. Reserved for headlines, section titles, pull quotes, and the logo itself.
A geometric sans with open counters and steady rhythm. Chosen for sustained legibility at small sizes and screen resolutions. Used for body copy, labels, captions, navigation, and forms.
The Recovery floor is designed around considered time. Hyperbaric chamber, red light therapy, Pilates, posture assessment. Book a single session or build it into your week - the building will still be here on the quiet mornings.
A compact type scale covers almost every brand need. Keep the system tight - one display size is enough for most pages, and body copy rarely needs more than two weights.
NUMA Recovery speaks to women who already train hard. The voice doesn't try to motivate them - they're here because they've already decided. It just meets them at the point they show up tired, and keeps things uncomplicated. Warm, plainspoken, unhurried. The tagline sets the register: Where strong women rest. It doesn't hype, apologise, or romanticise - and the rest of the copy follows that lead.
NUMA Recovery isn't about tight leggings, mirror selfies, or being seen at the right studio. The voice talks the way a good friend would - warm, soft enough to actually land, honest enough to be useful. It doesn't flatter, doesn't chase approval, and doesn't make anyone feel watched.
Talk like a good friend - warm and honest, in that order.
Most members come in already tired - from training, from work, from running a household, from being the one who remembers everything. The voice never asks them to justify the hour, congratulate themselves for booking, or feel they've earned a break. Tiredness is the only qualification, and the brand treats it that way without making a fuss of it.
Welcome her. Don't applaud her.
Built on real, evidence-led work - hyperbaric, red light, Pilates, posture, breath. The voice avoids the language that usually comes with both ends: no wellness clichés, no grit-and-grind. Just what's actually happening in the building, the way you'd tell a friend about it. Specific is warmer than poetic.
If you wouldn't say it to a friend over coffee, it's probably not the line.
Confident copy doesn't need to shout. We avoid all-caps urgency, "LAST CHANCE" framing, and exclamation marks stacked for effect - the brand is comfortable letting a little silence do some of the work. When writing, we trim sentences back until what's left earns its place.
When in doubt, a little less.
The voice stays the same across every surface - but the tone flexes with context. A headline can be spacious and editorial; a door sign should be functional and brief; a membership email should feel personal and unhurried.
Display setting. Melodrama at size. Tagline-led. Leaves room for the reader to fill in what it means for them.
A membership space designed around the hours most studios ignore. Hyperbaric, red light, Pilates, posture. Book a single session or build it into your week.
Informational, warm, spacious. No filler. Every sentence earns its place.
Sundays belong on the Recovery floor. Red light at 9, Pilates at 9.30, coffee that you didn't have to make yourself at 10.
Observational and specific. Real time markers, real details. Never motivational quotes.
Functional. No adjectives. The building speaks in nouns and directions.
Worked examples to follow. Each row will pair a line that drifts toward generic wellness copy (left) with a line that sits squarely in the NUMA Recovery voice (right) - similar meaning, different register. Placeholder copy shown below while the examples are written.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Sed do eiusmod tempor incididunt ut labore.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris.
Duis aute irure dolor in reprehenderit in voluptate.
Excepteur sint occaecat cupidatat non proident sunt in culpa.
Qui officia deserunt mollit anim id est laborum.
Nulla pariatur. Velit esse cillum dolore eu fugiat nulla pariatur.
Consectetur adipiscing elit. Sed do eiusmod tempor.
Magna aliqua, ut enim ad minim veniam quis nostrud.
Voluptate velit esse cillum dolore eu fugiat.
Photography should feel like a considered editorial magazine, not a wellness brochure. Intimate, unhurried, lit by the time of day rather than a ring light. The emotional register sits between interior quietness and honest tiredness - never performative rest, never before/after transformation. Warm, slightly desaturated, earth-toned. If a frame looks like it belongs in a weekend newspaper magazine, it is probably right.
Target tonal range for sourced or shot imagery
Four categories carry the imagery. Each frame below describes what the image should depict when sourced. Drop the Unsplash (or shot) photograph straight into the frame - crops and aspect ratios are already in position.
Natural, directional, warm. Golden-hour window light, candlelight, low morning sun. No flat studio lighting. Shadows should be present and soft-edged - never crushed to black, never flattened to white.
Generous negative space. Subjects sit to one side, not centred. Crops are either wide environmental or intimate close-up - skip the mid-shot, it reads as stock. Leave room for the tagline or headline to sit on the image.
Warm, slightly desaturated. Greens lean toward the forest end, skin reads warm and honest (no over-smoothing). A faint film grain is welcome. Avoid punchy saturation, heavy contrast, or the "clarity slider" look.
Strong, capable women. A range of ages, body types, and skin tones. Often looking away from the camera - no stock smiles. Minimal or no makeup. Tattoos, scars, post-training flush are welcome and left in.
These are the styles of photography that look like every other wellness brand. If an image falls into any of the categories below, it is the wrong image - no matter how technically polished.
Flat overhead lighting, high-key white backgrounds, sweat-and-smile poses. Recovery is not a workout - the imagery should not look like one.
Subjects grinning directly at the lens, arms crossed, perfect hair. If a photograph looks like it's trying to sell you something, it's the wrong photograph.
Folded petals, cucumber slices, candles in rows, cold white marble and symmetrical product flat-lays. The problem is the cliché, not the warmth - amber walls, brass, linen and natural stone belong here. What doesn't belong is the resort-brochure polish.
Cross-legged on a cliff edge, palms pressed to forehead in golden hour, cinematic hands reaching for the sun. Earnest in the wrong direction - choose stillness, not theatre.
Orange-and-teal colour grades, crushed blacks, Instagram-filter looks. The palette is earth-toned; the photography should be too.
Images built around a bottle, a towel, a candle. Objects can appear in context, but they shouldn't be the subject. The space and the people are the subject.
The signage system treats the building as an extension of the brand. Brass-edged forms, Forest-green plates, warm interior lighting. The voice stays short - signs name the space and point toward it, nothing more. Final materials, sizes, and mounting details are to be developed with the interior architect; the visuals shown here establish the typographic and tonal direction.
Positioned in the lobby opposite the entrance. Lists the rooms and floors of the Recovery space. Numeric labels (01, 02, 03) are consistent across the building - the number you see on the zone board is the number on the door.
Wall-mounted forest plates with brass edge detail. Kept brief - never more than four destinations on a single plate.
Door-mounted plates, one per room. Name in Melodrama, number beneath in Montserrat. The plate is the same form throughout the building - what changes is only the room name and number.
Large illuminated numerals mark each floor landing. The numeral is the statement - no other copy needed. Partial back-lighting gives the figure weight without feeling clinical.
Merchandise is kept deliberately spare - a few considered objects that feel earned rather than branded-up. Materials do the talking: natural linen, unglazed ceramic, dark cotton, brushed brass. The logo is usually embroidered, debossed, or printed tone-on-tone - never in contrasting colour. Each piece should look at home on a member's shelf a year after they bought it.
Insulated stainless steel. Forest finish, tone-on-tone wordmark.
Heavyweight natural cotton, gusseted base. Logo screen-printed in forest.
Long-pile linen cotton blend in cream. Woven stripe detail at the hem.
Heavyweight brushed cotton in deep forest. Embroidered mark at chest.
Unglazed ceramic vessel, cedar & black tea pour. 220g, 40hr burn.
Saddle-stitched, unlined, 48 pages. Debossed mark at front.
Stonewashed linen in pale cream. Woven label at collar.
Brass-anodised. Debossed wordmark. Member name etched on reverse.
The grid is a mix of photography, typographic cards, and short quotes. The rule: three typographic tiles per nine posts, no more. Photography carries the feed. Tiles use the brand's approved pairings - never invent a new colourway for a post.