12 HOUR THEORY
Welcome to your portal, Bria.
(PROJECT SCOPE)
12 Hour Theory is a wellness-focused business designed to support nurses navigating the physical, emotional, and mental demands of long, often thankless 12-hour shifts. The brand exists to help nurses integrate realistic, accessible self-care practices into both their workdays and off days, so they can build true restorative practices during off-hours—reducing burnout and creating sustainable careers in an under-supported industry.
Project Inclusions:
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Brand Development is the foundational build of 12 Hour Theory—strategy first, design second. We’ll define the mission, philosophy, values, and tagline, then translate that into a visual identity system (logo, typography, color) that’s clear, credible, and built for long-term use. The end result is a brand that speaks directly to nurses, holds up across digital and print, and sets you up to scale into a portal and community without reinventing the wheel later.
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Brand Strategy & Foundations
Mission, philosophy, core values, and tagline—written in a clean, direction-driven format that guides all future decisions.Audience & Demographic Research Summary
Key insights that shape tone, messaging, and visual direction to ensure the brand connects with nurses in real life (not just on paper).Logo Suite
Final primary logo, secondary logo, and supporting marks (as needed), refined for flexibility and long-term use.Color Palette System
A studied palette built to resonate emotionally with the target audience, standardized for consistent use across digital and print.Typography System
Font selections with defined hierarchy and usage guidance to support clarity, accessibility, and tone across all platforms.Brand Book (Delivery + Launch Package)
A complete reference document combining all elements with clear rules and examples for print and digital use—built to keep the brand aligned as it evolves.
QUOTE & CONTRACT
Review your project estimate, sign your contract, and launch your project by paying your deposit.
ESTIMATED TIMELINES
Brand Development: 4-6 weeks
(Our Process)
(01) DISCOVERY + FOUNDATION
We define the foundation of 12 Hour Theory—mission, philosophy, values, and tagline—so the brand has a clear point of view and real direction. This phase includes demographic and audience research to make sure we’re building for nurses accurately (tone, needs, lifestyle, and language), not guessing.
(03) LOGO CONCEPTS
You’ll receive three logo concepts, each tied back to the strategy with clear reasoning. From there, we refine the strongest direction through structured revisions to land on a final logo suite that feels aligned, recognizable, and built to last.
(03) TYPOGRAPHY
We’ll select a typography system that supports both the visual identity and the way the brand communicates—calm, clear, and credible. This includes font pairings and hierarchy so the brand stays consistent across web, social, and future portal content.
(04) COLOR
We develop a studied palette designed to resonate with the audience and standardize the emotional tone of the brand. Colors will be chosen for impact and usability, with guidance that keeps everything cohesive across digital and print.
(05) DELIVERY + LAUNCH
All brand elements are finalized and compiled into a brand book that shows how to apply everything correctly across platforms. This becomes your go-to reference to keep the brand consistent and true as 12 Hour Theory evolves into community offerings, meetups, and future specialist support.