Evoke phoenix

Megafon Productions · Internal Brand Reference

Dr. Jason Marr
Brand System

The single source of truth for everything we build for Evoke Integrative Medicine — logos, color, type, photography, thumbnail styling, and the page-build system for every funnel. Built so anyone on the team can pull the right asset and match the look on the first try.

Premium, calm clinical authority Gold & charcoal Human, not bro-science
Explore the system ↓

The North Star

One brand, recognized in a glance

Every decision rolls up to one goal: look unmistakably like Evoke while feeling like a real, credible human in an AI-flooded feed. We are calm clinical authority — premium, evidence-informed, warm. Never loud, never hype, never "bro-science."

We are
  • Clean, premium, modern
  • Evidence-informed & trustworthy
  • Warm, human, approachable
  • Calm authority
  • Consistent & instantly recognizable
We are not
  • ALL-CAPS shouting on every line
  • Hyper-male / "bro-science"
  • Cluttered, gimmicky, salesy
  • Generic AI-template look
  • Random & inconsistent
Internal use only. This is Megafon's working reference for the Dr. Jason Marr account — not a client-facing document. Use it whenever you make a thumbnail, edit a reel, or build a page or funnel for him.

02 — Color

Gold leads. Charcoal grounds.

Evoke Gold is the signature — used with intention for accents, emphasis, and the mark, never as a flood fill. Charcoal and clean neutrals carry the premium, clinical feel. Cool slate tones echo the Vancouver glass-and-skyline photography.

Evoke Gold#D0B868Primary accent · mark
Deep Gold#B89A4AHover · shadow
Charcoal Ink#1B1E23Dark sections · text
Slate#44505CSecondary text
Cream#F6F3ECWarm light bg
Off-White#FBFAF6Base background

Gold is a seasoning, not the meal — a little goes far. Avoid neon, hyper-saturated reds, or anything that reads "gym." When in doubt, more neutral, less color.

03 — Typography

Inter, set with restraint

One typeface everywhere: Inter. Tight, modern, neutral. Hierarchy comes from weight and size — not from extra fonts or colors. Headlines run tight and bold; body stays light and readable.

Display · 800 · -3.5% tracking

Heal the root cause.

Heading · 700

What your bloodwork misses

Subhead · 600

A calm, evidence-informed approach

Body · 400 · 1.65 line-height

Functional, integrative medicine that treats the whole person — not just the symptom. Clear, warm, and grounded in the science.

Eyebrow · 700 · uppercase · +16% tracking

Evoke Integrative Medicine

04 — Photography Library

Dr. Marr, on brand

The approved photo set. Warm, natural light; gray scrubs; Vancouver skyline and glass. Use these for hero sections, thumbnails, and ad creative. Click any photo for the full-resolution master.

Dr. Marr seated, smiling, skyline behind
Portrait · HeroWarm open smile, arms relaxed — best all-rounder hero.
 Dr. Marr close portrait
Portrait · ThumbnailTight crop, soft city bokeh — ideal for 9:16 thumbnails.
 Dr. Marr seated wide, skyline
Landscape · BannerWide skyline — page heroes & banners with text room.
 Dr. Marr at desk, office
Landscape · ContextIn-office, credentials visible — trust & authority.
 Dr. Marr standing portrait
Portrait · StandingFull standing, acupuncture model — about / bio sections.
 Dr. Marr by window with plant
Portrait · LifestyleSofter, plant + window — wellness & calm-tone content.

05 — On-Video Captions

Reels captions — keep it native

Captions should look like Instagram's own captions — we're not reinventing the wheel. Clean white text, sitting on his chest, just under the mouth, well clear of the app's UI. Keep them to a single line — 3 words max whenever possible; the bold Inter does the work and every video stays consistent.

Native style

  • White bold text (black only on bright shots)
  • Font: sans-serif (Inter)
  • Case: sentence case OR lowercase
  • Thin dark outline + soft drop shadow for legibility
  • No background box, no ALL CAPS, no hard slab

Placement · on his chest

  • Chest height — just under his mouth, above his belly
  • Keeps the viewer's eyes by his lips, not darting down
  • Not over the bottom UI (handle, caption, audio)
  • Not under the right action rail
  • One line · 3 words max whenever possible

The goal

  • Reads as native Instagram
  • Legible at a glance on mobile
  • Never collides with the UI
  • Consistent every video

The safe zone — keep captions inside the green band, never in the red:

No-go · top
UI
No-go · handle · caption · audio
Safe zone
Caption line · chest, under the mouth

Sit it on his chest — just under the mouth

Instagram lays its own UI over the edges of every Reel — username, caption, and audio along the bottom, the like / comment / share / save rail down the right. Anything there gets covered.

Park the caption at chest height — below his chin, above his belly, right under where he's speaking. The viewer reads the words without their eyes darting from his lips down to the floor and back. Close to the mouth, clear of the handle.

Live examples — native white captions on his chest, under the mouth, with Instagram's UI shown for reference:

⋯
evokeintegrative Follow
Heal the root cause, not just the symptom…
♪ Original audio · Dr. Jason Marr
heal the root
⋯
evokeintegrative Follow
What your bloodwork isn't telling you…
♪ Original audio · Dr. Jason Marr
fatigue isn't normal
⋯
evokeintegrative Follow
A calmer nervous system starts here…
♪ Original audio · Dr. Jason Marr
test, don't guess

Single-line, 3-words-max captions on his chest — under the mouth, above the belly — with just a thin dark outline + drop shadow so they read on any footage. No box, centered. Keeping every caption to one line is what makes the whole feed look consistent. (If a line truly must wrap, keep it tight — but one line is the standard.)

06 — Thumbnails & Hook Text

Pick one of two styles

Every thumbnail uses Style A or Style B — never a mix. Choose on the video's energy. When unsure, default to B.

A

High-Impact Hook

When the video needs scroll-stopping energy.

WHY YOU'RE
ALWAYS TIRED
  • 9:16 full-frame portrait
  • 2 lines max — never 3
  • Above the head, dropped off the top edge so it survives the Reels-grid crop
  • ALL CAPS, bold sans-serif, italic
  • Colored text (gold or per-video)
  • Heavy black outline + drop shadow so it pops (recipe below)
Default when unsure
B

Minimal Modern

When the tone is educational or calm authority.

what healthy aging
actually looks like
  • 9:16 full-frame portrait
  • Native IG text — the highlight/background toggle ON
  • Black text inside white rounded bubbles hugging each line
  • Looks like it was just typed in the app — casual, lowercase, medium weight
  • 2 lines max · positioned like a thumbnail, off the face

Outline recipe — so it always pops (and is repeatable)

Exact, tool-agnostic settings at 1080 × 1920 export. Scale stroke/blur proportionally if the canvas differs. Always set the stroke to render outside the letters (paint order: stroke behind fill).

Style A's pop is two layers: (1) a darkened band on the photo behind the text, (2) a thick black stroke — plus just a light drop shadow. The stroke and band do the work; keep the shadow subtle (no heavy glow). Style B is the opposite — no stroke or shadow at all; just Instagram's own white-bubble text.

Style A · High-Impact
  • Darken the photo behind the text: black gradient, ~75% at the top fading to 0 by mid-frame
  • Fill: gold #D0B868 (or per-video) on white
  • Stroke: solid black, ~16–18px (outside the letters)
  • Drop shadow: black, Y +5px · blur 10px · ~50% (subtle — no glow)
Style B · Minimal (IG-native)
  • Type it in Instagram's own text tool, highlight/background toggle ON
  • Background: white · text: black, medium weight, lowercase
  • Rounded white bubble hugs each line (the native IG look)
  • No stroke or glow — the bubble is the contrast
  • Keep it casual, like it was just typed; position it as a thumbnail

07 — Web Page & Funnel System

How we build his pages

Every landing page, funnel, and proposal for Dr. Marr uses this same system, so they always feel like one premium brand. This page is the reference build — copy these patterns.

01

Section rhythm

Alternate off-white → cream → charcoal → photo-parallax. Each section is one idea with generous breathing room (88–96px vertical padding).

02

Premium motion

Parallax photo backgrounds, gentle scroll-reveal fades, sticky shrinking nav. Subtle and slow — never bouncy or flashy.

03

Gold restraint

Gold for eyebrows, key words, buttons, and the mark only. Charcoal and neutrals do the heavy lifting.

04

One container

Max width 1080px, 32px side padding. Tight type tracking on headings, 1.65 line-height on body.

Buttons

Book a consult Learn more Secondary action

Core components

Eyebrow Label

Uppercase, gold, +16% tracking. Opens every section.

1,700+Leads in the database

Stat block: gold number, slate label. For proof & results.

Pill / tag

Rounded chips for quick attributes under a hero.

Photo-parallax band

Full-bleed Marr photo + charcoal scrim + white text and mark. Use once or twice per page as the emotional anchor — exactly like this.

08 — Final Export Checklist

Before anything ships, confirm all four

When unsure

Default to minimal + premium. Real photo, light scrim, clean white text, one gold accent. It's never the wrong call for this brand.