Brand manual · Chapter 02
Brand persona
Local hero. Global changemaker.
Who we are
Leaders of our community, both national and international. Champions of the big and small, brave in the face of adversity.
How we show up
Tenacity. Courage. Commitment. Leadership. We dare to care, wherever that mission takes us.
Explore the original manual 2 pages · May 2022
Original chapter pages, including all diagrams and examples. PDF page numbers are used below; printed page numbers differ after the first chapter. Historic application examples retain their original wording.
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 6
2 Brand
persona
Read page text
H SA G RO U P B R A N D A N D ST Y L E G U I D E 7
Local hero. Global changemaker.
We’re leaders of our community, both national and international.
Champions of the big and small, we fearlessly fight for what’s right.
Born brave, and bold in the face of adversity, we’re the first to step
forward when others step back.
We dare to care, wherever that mission takes us.
Tenacity
Courage
Commitment
LeadershipContinue exploringBrand narrative