Brand guidance · v0.2 · Three directions for client review
Three directions for Oxy Haus — Hyperbaric Oxygen Therapy in Newport. Use the switcher above to repaint the document. Same content, three opinions.
00 — At a glance
Each direction is a complete, defensible system — not a moodboard. The differences below are intentional: A leads with medical authority, B leads with restorative ritual, C leads with athletic performance. Pick the posture closest to where you want Oxy Haus to live in five years.
Deep navy authority and a single oxygen-blue accent. Reads as the grown-up in a noisy category.
Sage and warm clay. Treats the chamber as a retreat rather than a treatment. Spa-adjacent without being precious.
Off-black, electric oxygen, brutal display sans. Treats sessions as protocols. Lab-precise, athlete-first.
Reading order
The rest of the document repaints based on your selection above. Sections 01–08 below stay the same — only the visual system swaps. Switch between directions to compare like-for-like (logo, palette, type, applied surfaces).
01 — Thesis
Hyperbaric Oxygen Therapy in the UK swings between two extremes: cold sterile medical-device websites, and biohacker bro-marketing in lime green. Oxy Haus already sits between athletes recovering from HYROX, post-surgical clients healing scars, and Long-COVID patients looking for clarity. The brand needs to make all three feel they're in the right place — without flattening into beige wellness.
The proposed direction is Clinical Depth: deep navy authority, generous whitespace, a single oxygen-blue accent used like punctuation, and editorial typography that signals expertise without medicalising the experience.
Navy + bone + oxygen-blue accent, an italic display serif, and the atom mark sized as a quiet watermark — never floating decoration.
02 — Logo & wordmark
The atom is the load-bearing visual element across all three directions — only the wordmark, lockup spacing, and tagline treatment change. Below: vertical lockup on dark and light, in the active direction's type system.
Existing assets use both BREATH. RECOVER. THRIVE. and BREATHE. RECOVER. THRIVE. Inconsistent. Proposed canonical form: BREATHE. RECOVER. THRIVE.
03 — Palette
Across all three directions the system is the same: a single dominant ink, a warm counterweight, one accent used sparingly. Only the hues change. Switch between A/B/C above to compare the shift in temperature.
60% Ink (or Bone) · 30% Bone (or Ink) · 10% Accent. If a layout starts to feel busy, the answer is almost always less Accent, never more.
04 — Typography
Each direction pairs an expressive display with a restrained body — the display does the emotional work, the body carries the load. A monospace handles eyebrows, prices, and protocol-style labels in all three.
Display · Fraunces 300 italic
Breathe in oxygen.
Breathe out the noise.
H1Hyperbaric, in plain English.H2A protocol, not a miracle.H3What HBOT can help withBodyInside the chamber, you breathe 100% oxygen at 1.5–3× normal atmospheric pressure. Sessions last sixty minutes.Eyebrow— PROTOCOL · 60 MIN · 1.5–3 ATAInter alone would land Oxy Haus in the same visual bucket as every other UK clinic-tech site. A serif heading instantly distinguishes the brand without medicalising it.
05 — Voice, tone & messaging
Voice rules are shared across all three directions — what shifts is register. A is editorial-clinical. B is slower, more sensory. C is sharper and protocol-led. Pick the direction whose register matches how you actually want to talk to your clients.
"Train harder. Recover smarter. Sixty minutes in the chamber accelerates tissue repair, reduces DOMS, and gets you back on the start line."
"After surgery, swelling and bruising slow you down. HBOT — started 24–72 hours post-op with surgeon's approval — supports the body's natural healing response."
"Clearer head. Better sleep. Stronger immune response. A weekly session is a quiet investment in how you'll feel in five years."
06 — Imagery & photography
Each direction has a slightly different photographic register — A leans clinical-cool, B leans sun-warmed and tactile, C leans high-contrast and graphic. All three avoid stock and use the chamber, the founder, and real clients as subject matter.
The chamber, lit honestly. Cool tones, real interior, atom mark only at edge or absent.
Founder & clients, eye-level. Calm expressions, no toothy grins, ambient light.
Quiet detail shots. Door handle, gauge, breathing mask, hands. Texture-led.
No biohacker bro-energy. No neon, no glowing molecules, no stock "scientist with vial" shots.
07 — Applied
Web hero, pricing card, and an Instagram square — to confirm each direction holds up under real content density (pricing, conditions, FAQs) without breaking character. Use the switcher to compare.
Web hero · home
Hyperbaric oxygen therapy in Newport.
For athletes recovering, patients healing, and people who'd just like to feel sharper. Sixty-minute sessions in our chamber on Constance Street.
Pricing card · membership
10-session course
Best for full recovery protocols
£200 /month
08 — Open questions for the client
Questions to answer once you've picked a direction.
#E8A93B from the core palette — keep it only for HYROX-segment campaigns, or drop entirely?