PB Health Coaching / Brand guide
PB Health Coaching.
The brand guide.
Color, typography, identity, and writing guidelines for Petronela Burr’s health coaching practice and work with runners.
PB Health Coaching
November 5, 2026
A practical reference for color, typography, imagery, and voice.
01 / Foundation
Health coaching.
Running experience.
The idea
Lead with the two coaching services, Petronela’s professional credentials, and her documented racing experience. Use specific examples of what a visitor can ask about.
Positioning
Health coaching and support for runners with Petronela Burr.
Personality
Warm, thoughtful, encouraging, grounded, and quietly optimistic.
Core message
Ask about health habits, running goals, or support with both.
Professional name
Petronela Burr, MPH, NBC-HWC
PB Health Coaching
02 / Color
Light, with
a warm center.
Blush, sky, and orchid bring warmth and lightness to the palette. Warm ivory and deep plum give them a comfortable, readable foundation.
#FFFCF7Everyday canvas#FFCCCCWarmth & invitation#99DDFFSpace & possibility#FF99FFA small spark#44363EText & primary action#8C4D56Emphasis & links#FFF0EBGentle warm surface#EDF7FBGentle cool surfaceUse ivory as the canvas and paper for raised surfaces. Blush is used for the hero seal and inquiry band; sky tint distinguishes supporting sections. Orchid is a small decorative spark in the selected journal filter. Use plum for text on full blush, sky, or orchid. Rose and muted text belong on ivory, paper, or the pale tints. Use ivory text on plum or rose actions. Light accents are fills, never small text on ivory.
- Plum on ivory
- 11.13:1
- Muted on ivory
- 5.76:1
- Rose on ivory
- 6.20:1
- Plum on blush
- 8.01:1
Calculated contrast for these color pairs. Check each real text, control, and focus state in context. Interactive outlines use a stronger warm border; decorative rules can stay quiet.
03 / Typography
Expressive headings.
Easy reading.
Heading family / Cormorant Garamond
Health &
running coach.
Body family / Nunito
Clear, friendly, and easy to spend time with. Use comfortable line spacing and let each paragraph carry one thought.
Cormorant Garamond gives headings their expressive shape. Nunito keeps paragraphs, navigation, and form fields clear and approachable.
Both font families are served locally under their open font licenses.
- Display / homepage
- 52–88px · Cormorant Garamond
- Page title
- 48–76px · Cormorant Garamond
- Section / card titles
- 40–60px / 30–38px
- Reading / lead
- 16–17px / 17–19px · Nunito
- Supporting copy / metadata
- 14px / 13px · Nunito
- Form controls
- 16px · Nunito
These are fluid roles, not one fixed ratio. Keep the larger serif steps expressive and small text easy to read. Use a 4px base with familiar 8, 12, 16, 24, 32, 48, and 64px spaces. Page gutters grow from 20 to 40px; standard sections grow from 64 to 104px. Adjust shared roles before adding page-specific overrides.
04 / Visual identity
A horizon.
A beginning.
The brand mark.
The original line-drawn mark brings a rising sun and a gentle path into a simple circle. Pair it with Petronela’s name as a live, readable wordmark. Use deep plum on ivory or one dark color against a pale background.
Give the identity space on every side. Keep the symbol and wordmark together in the main header; the symbol can stand alone as a small site icon.
05 / Voice
An invitation,
in everyday words.
Encourage choice.
“What would you like to work on?”
Ask about the reader’s own goal.
Keep progress personal.
Use a concrete example, such as a routine to maintain or a running goal to discuss. Do not promise an outcome.
Be specific and honest.
Name the two services and Petronela’s credentials. Explain the next step clearly.
Leave room for life.
Use calm, supportive language. Avoid pressure, transformation promises, body ideals, or invented personal stories.
Use specific, sourced biography and dated results. Credit Petronela’s published words. Keep racing achievements separate from health-coaching credentials; publish no testimonials, client outcomes, or service promises without evidence.
06 / Design language
Airy pages.
A clear way forward.
Photography
Natural light, open paths, soft botanicals, and purposeful movement. Choose images that convey the outdoors, everyday movement, and room to breathe.
Composition
Generous margins, an arched lead image, thin rules, and a few soft section backgrounds. Let typography create the hierarchy.
Interaction
Plain-language links, one clear next step, a compact phone menu, topic filters, and an email draft flow that describes what it does.
Accessibility
Readable dark text, visible keyboard focus, descriptive image text, real labels, reduced-motion support, and layouts that adapt to smaller screens.
07 / Website