The Farley Firm – Brand Identity Guide

“Rebuilding Lives. Redefining Leadership. Transforming Lives.”

1. Brand Tone of Voice

Primary Tone: Bold, Direct, Professional

Secondary Flex (when appropriate): Warm, Honest, Humorous, Empowering

2. Core Messaging Pillars

- Accountability Without Shame: Own your truth. Change your future.

- Leadership Is Personal: If your life is out of order, your leadership will be too.

- Healing Is Hard Work: Real transformation isn’t cute. It’s gritty and life-changing.

- We Say What HR Can’t: No fluff. No filters. Just real talk that gets results.

3. Mission Statement

To rebuild individuals, teams, and organizations through bold accountability,

trauma-informed leadership, and no-BS coaching that transforms lives inside and

outside of work.

4. Vision Statement

To become the most trusted source for unapologetic truth, healing-centered

leadership, and transformational training that helps people stop surviving and start

leading.

5. Core Values

- Integrity – We say what’s true, not what’s trendy.

- Accountability – We believe in ownership, not excuses.

- Compassion – We fight for the people who are still fighting for themselves.

- Courage – We disrupt when systems fail people.

- Excellence – We raise the bar and never settle.

- Inclusion – We serve those who’ve been ignored, underestimated, or erased.

6. Tagline / Signature Phrase

Rebuilding Lives. Redefining Leadership. Transforming Lives.

7. Brand Color Palette

- Primary: Power Navy – #1A1F36 (authority, depth)

- Accent: Resilient Gold – #D4AF37 (transformation, value)

- Neutral: Clarity White – #FFFFFF (honesty, clarity)

- Dark: Bold Charcoal – #333333 (stability, professionalism)

- Accent: Empowerment Blue – #267CFF (energy, growth)

8. Brand Typography

- Headline Font: Montserrat Bold or Bebas Neue

- Body Font: Lato or Open Sans

- Script Accent: Dancing Script or Great Vibes

9. Core Belief Statements (Farley Facts)

- “Many people say the right thing. We choose to do what’s right.”

- “Talking right is easy. Doing right is rare. We choose the latter.”

- “The world doesn’t need more people saying the right thing—it needs leaders

willing to do it.”

- “Anyone can talk the talk. We walk straight through the fire.”

- “We don’t perform. We act. Doing what’s right is our only standard.”