Brand Kit · Social Post Template System
Eight template families for the way ALC actually shows up: monthly specials on the arch, single-product features, the ALC Insiders membership world, service education, launches, in-clinic events, team announcements, and testimonials. Every layout stays in the quiet-luxury palette — navy, cream, pale periwinkle — with the editorial serif doing the emotional work and Roboto handling everything else.
Navy is the type. Cream and Pale Periwinkle share canvas duty — warmth or coolness, never both. Gold belongs to the caduceus, nowhere else.
The type color. Headlines, subheads, body, CTAs — nearly everything in navy. Occasional reversed-white type on navy CTA blocks.
Warm canvas — arch panels, editorial white-space, product-first posts, hanger cards. The soft alternative to Pale Periwinkle.
Cool canvas — the default background for the ALC Insiders membership world, plus launches, events, and monthly overviews when the mood calls for cool over warm.
Accent only. Reserved for a hero-word color pop (a single condensed-caps product name), a small chip, a thin rule, or an occasional CTA fill. Never a full-bleed canvas, never body copy.
Utility neutral — subtle card fills, secondary panels, quiet dividers.
Logo-only. The caduceus. Never a fill, never a headline color, never a rule. Physical brass in a photograph is fine.
The editorial serif carries the emotion — italic for the setup line, ExtraCondensed all-caps for the hero word. Roboto handles the working copy. Sloop Script Pro shows up rarely, and always as a single accent.
The poetic setup line. Sits above the hero word. Mixed-case, italic, always navy.
The hero word. All caps, condensed serif, occasionally in Pale Periwinkle as an accent moment. Never a modern didone substitute — condensed Times before condensed anything modern.
Everything else — pricing, disclaimers, benefit lists, buttons, small-caps eyebrows. The workhorse.
One accent word per composition, at most. A hand-drawn navy arrow, a signature-style "xo," a small script flourish. Show up on maybe 1 in 6 posts.
The single-offer feature — one treatment, one poetic setup line, one clean price pill. The workhorse of any monthly promotion when a specific product is the story.
For a single hero product on promotion — Skinvive, RHA, Restylane Kysse, Radiesse. Italic setup line, condensed-caps product name (occasionally in Pale Periwinkle as an accent), and a floating white pill on the product photo with the Member / Non-Member split.
For posts with three or more prices in one place — tox units, filler tiers, laser bundles. Steel-blue hero word signals the category, a clean white card holds the prices in italic-serif/roboto pairs, and a centered italic footer line carries the optional cross-sell offer.
Posts that explain a treatment without asking for a booking. Perfect for RHA explainers, hormone therapy overviews, Pico facial primers, CoolSculpting how-it-works — the authority-building content that turns a follower into a client on their own timeline.
Resilient Hyaluronic Acid — filler that moves the way skin moves. Softer smiles. Softer transitions. Naturally you.
For treatment overviews — RHA, Skinvive, hormone therapy, CoolSculpting Elite, Pico. Arch composition, italic hero, a one-sentence "what it is," a small-caps chip listing the areas or use cases, and a soft consult CTA at the bottom.
Personalized therapy for energy, sleep, mood, and confidence. Physician-led. Kari DeGrandpre, NP.
Same educational purpose, tuned for the wellness pillar — hormone therapy, weight management, GLP-1. Pale periwinkle canvas, reversed-out navy CTA block, provider named in the body copy for trust.
Trust-building posts done tastefully. A quote-forward layout for client stories. A same-light diptych for skin-only before-and-after — no bruising, no injection artifacts, no miracle language.
Dr. DeGraaff listens. My results always look like me — just a rested, brighter me.
For client stories and provider spotlights. Oversized italic quote mark, a two-sentence quote in italic serif, a signed attribution, and a small-caps line of the specific services — grounds the emotion in real treatments.
Real client · same light · no edits
*Individual results vary. Skin only — no injection artifacts shown.
Before-and-after done tastefully — same light, same framing, small tasteful labels. For Pico, Plasmage, CoolSculpting Elite, laser resurfacing. The disclaimer at the bottom is where "real client" and any legal language live.
The membership world — the pillar that owns Pale Periwinkle. Every canvas in this chapter reads cool-blue by default; quiet-luxury still lifes (a vintage phone, a door-hanger, a crystal doorknob, an ornate tray) carry the metaphor on top. Type stays quiet; the object does the persuading.
The membership-launch and awareness post. Full-bleed lifestyle photo, italic setup line + condensed caps hero over the photo, a frosted white pill with the tagline, and an underlined italic CTA.
For member recruitment. A cream door-hanger card composited over a brass-door still life, stacked hero words (mixing italic and roman), a quiet three-benefit list, and a reversed-out navy "Join Today" block at the bottom of the card.
For explaining the membership mechanic — the monthly fee that banks and never expires. Crystal-doorknob still life, italic hero right-aligned, frosted white pill holding the price and use, and the "Rolls Over. Never Expires." tag as the closer.
The "here's exactly what you get" post. Cream card composited over an ornate gold-tray still life, italic hero question, a clean small-caps benefit list on a soft-gray inner panel, and a script-adjacent italic close.
"New at ALC" posts. New device on the floor, a fresh injectable added to the menu, a new provider service. Reads like an editorial announcement, not a sale.
For a new device or product debut. Cream canvas, "Introducing" italic setup, condensed-caps product name, editorial product still-life below, and a small white badge on the photo signaling category or credential.
A split composition — top half is the product photo (with a white "New to the Menu" chip and a soft-italic product name over the image), bottom half is a cream information card (steel-blue category chip, italic one-liner, provider credit, underlined CTA with a script arrow). Reads like a magazine editorial, not a duplicate of The Launch.
Save-the-dates, open houses, Juvéderm Day, holiday parties. The arch composition returns — this time on Pale Periwinkle with a champagne still-life behind — because an event deserves to feel like an invitation.
For big-day announcements — Juvéderm Day, Skinvive Day, open houses, holiday parties. Arch composition, italic "You're Invited" setup, condensed caps event name, and a three-line small-caps details block with a script arrow flourish.
For softer, social events. Full-bleed champagne still-life, hero over the photo, a frosted-white detail card at the bottom with a members-priority line. Reads like a boutique invite, not a flyer.
The month-at-a-glance post. Every named promo lives inside a single arch — an editorial index that carries the whole month's activity. Two backgrounds, same skeleton: the ALC waiting room for the in-clinic feel, or a lifestyle backdrop for a seasonal mood.
The canonical monthly-index post. Full-bleed of the ALC waiting room (quilted wallpaper, gold caduceus, crystal chandelier), cream arch containing italic hero + hairline + three-to-five promos + save-the-date footer. A script arrow flourish at bottom right.
Same skeleton, seasonal backdrop — beach umbrellas for summer, dry leaves for fall, evergreen for winter. Use when the promo list is uniform (every product at the same Member/Non-Member split) and the mood needs to carry the story.
The warmest posts — no offer to sell. Provider spotlights (Dr. DeGraaff, Dr. Sholes, Kari, Katie, Madison, Tracy, April), new hires, milestones, holiday hours, general clinic news. The type is quiet so the person can carry the moment.
For provider introductions and spotlights. Small-caps eyebrow, "Dr." italic setup, condensed-caps last name hero, portrait, then a small-caps role line and a two-sentence italic bio.
For holiday hours, closures, weather-related delays, or any single-purpose clinic announcement. Cream canvas, italic hero, hairline, small-caps details in a rhythmed list, and a signed italic close.