The Resilient Open Brand Guide — v1.0

One round.
One mission.

This guide defines how the Resilient Open looks, speaks, and represents the JRA Foundation — so every communication, from email headers to sponsor decks, feels like it belongs to the same event with the same purpose.

The Architects Golf Club
01 Event Identity
Official Event Name
The Resilient Open
A JRA Foundation Event · Benefiting Blood Cancer United
DateFriday, September 25, 2026
VenueThe Architects Golf Club
LocationPhillipsburg, NJ
FormatCharity Golf Tournament

Naming and attribution rules

Always
"The Resilient Open" on first reference. Always include "The." It is a proper event name, not a generic descriptor.
Always
Position as "A JRA Foundation Event" in subheadings and event descriptions. The foundation identity must be visible in all event materials.
Footer/legal
"A JRA Foundation Event · Benefiting Blood Cancer United" is the approved footer attribution line for all print and digital materials.
Never
Refer to Blood Cancer United (formerly LLS) as the primary sponsor or organizer. JRA Foundation is the organizer. Blood Cancer United is the chosen research beneficiary. Never reverse this.
Never
Abbreviate to "Resilient Open" without "The" in formal contexts. On second reference in body copy, "the tournament" or "the event" is acceptable.
02 Approved Taglines

These taglines are locked. Use them exactly. Do not paraphrase, riff, or "update" them without explicit approval.

Primary tagline
One Round. One Mission. Ending Blood Cancer.
Use: Event headers, hero sections, email subject lines, social posts, printed materials
Secondary tagline
This Is the Round That Matters.
Use: Secondary headers, sponsor decks, registration confirmation emails, signage
Memorial attribution
In memory of John Robert Angelo · 1959–2019
Use: Footer of all printed materials, email footers, program booklets. Never used as a headline.
03 Voice & Tone

The Resilient Open is a celebration disguised as a golf tournament. The tone should feel like community, purpose, and optimism — not charity fatigue or solemnity.

We are
  • Celebratory — this is a great day on a great course for a great cause
  • Direct about impact — say what the money does
  • Community-driven — golfers, sponsors, and families together
  • Purposeful without being heavy — honor the mission, don't dwell in grief
  • Warm and inclusive — every level of golfer belongs here
  • Specific — name the venue, name the date, name the cause
We are not
  • Morbid — this event honors a life, not mourns a death
  • Preachy — we don't guilt-trip sponsors or golfers
  • Vague — "making a difference" means nothing specific
  • Corporate — no "leveraging synergies" or "stakeholder impact"
  • Overly serious — golf is fun, lean into it
  • Exclusive — this isn't a private club invite, it's a community event
Strong example — sponsor outreach
"The Resilient Open is a charity golf tournament honoring John Robert Angelo — a husband, father, and fighter who beat leukemia and left behind a family determined to make sure other families have the same shot. Every dollar raised covers the non-medical costs of cancer treatment: gas, parking, hotel stays, meals. The things insurance never covers."
Strong: Specific · Personal · Grounded in real impact · No clichés
Strong example — golfer registration
"You're not just playing 18 holes. Every foursome, every shot, every dollar raised goes directly to families in treatment right now. John fought with everything he had. Today, we play in his honor."
Strong: Action-oriented · Stakes are clear · Celebratory not sad
Weak example — what to avoid
"Join us for a fun day of golf while giving back to those in need and helping to fight the terrible disease of cancer."
Weak: Generic · Vague impact · No specificity · Could be any charity event anywhere
04 Beneficiary Hierarchy — Non-Negotiable

This is the most important rule in the guide. The order of beneficiary attribution is fixed and must never be reversed.

The hierarchy
First · Always
JRA Foundation family support programs. Direct financial assistance to cancer patients and families for non-medical costs. This is the primary mission. This is why the event exists. Lead with this in all descriptions.
Second
Blood Cancer United (formerly Leukemia & Lymphoma Society). A research organization the JRA Foundation chooses to support with additional funding. Always described as a research partner, always secondary.
Never
Describe Blood Cancer United as the "primary beneficiary," the "organizer," or the "reason" for the event. The JRA Foundation is the organizer. Blood Cancer United receives additional proceeds. Never flip this.

Approved attribution language

Use
"A community-driven event under the JRA Foundation that provides direct support to families navigating blood cancer treatment — and channels additional funding to Blood Cancer United to advance the research."
Use
"Proceeds benefit the JRA Foundation's family support programs and Blood Cancer United."
Avoid
"Benefiting the Leukemia & Lymphoma Society" — Blood Cancer United is the current name. Use it. Never use LLS.
05 Ticket Pricing & Packages

Current approved pricing. Do not use outdated figures from old materials.

Single
$225
Individual golfer. Includes golf, bag drop, halfway house (hot dog/hamburger + drink), and buffet dinner.
Foursome
$850
4 golfers. Full package for the group. Best value for teams.
VIP Foursome
$1,200
4 golfers with exclusive VIP experience. Premium treatment throughout the day.
Socialite
$100
Dinner only. Join us for the post-golf dinner and celebration without playing.

Sold sponsorships (reference only)

Sold
Eagle Sponsor — $10,000 · Committed. Do not offer this tier without checking current status.
Sold
Cart Sponsor — $3,000 · Committed. Do not offer this tier without checking current status.
06 Color System

The Resilient Open palette is anchored in deep forest green and warm gold — grounded in the outdoors, the sport, and the seriousness of the mission. Cream provides warmth without going soft.

Forest (Primary)
#26372C
Green Mid
#344D3F
Gold (Accent)
#B8732E
Cream
#FFF4E9
Cream Mid
#F5EAD8
Text Dark
#1A2419
Text Mid
#4A5C4E
White
#FFFFFF
Usage rule: Forest green (#26372C) is the primary — nav, dark sections, headlines on light backgrounds. Gold (#B8732E) is the accent — CTAs, dividers, highlights. Never use both at full saturation together; one anchors, one punctuates. Cream is the warm background default, not white.
07 Typography
Display — Fraunces · Headlines, hero text, pull quotes
One Round.
One Mission.
Fraunces italic is the hero treatment — use it for event name, key taglines, and pull quotes. Regular weight for subheadings. Never bold in display contexts.
Body — DM Sans · UI text, descriptions, navigation, labels
The Resilient Open is a charity golf tournament honoring John Robert Angelo, benefiting the JRA Foundation and Blood Cancer United. Friday, September 25, 2026 at The Architects Golf Club in Phillipsburg, NJ.
Weight 300 for body paragraphs. Weight 500–600 for labels, nav items, and UI elements. Never go heavier than 600 in body copy.
Mono — Courier Prime · Labels, eyebrows, data, metadata
The Resilient Open · September 25, 2026 · Phillipsburg, NJ
Used for section labels, eyebrows, event metadata, and registration confirmations. Always uppercase with generous letter-spacing. Never in body copy.
09 Photography & Imagery

Imagery for the Resilient Open should feel like a great day outdoors — sun, community, purpose, and sport. Not a corporate charity event. Not grief.

Use
  • The Architects Golf Club course — morning light preferred
  • John Angelo's personal photos — golf, family, outdoors, triathlon
  • Groups of golfers laughing, celebrating, competing
  • Wide course shots that show scale and beauty of the venue
  • Candid moments over posed shots
  • Natural light always preferred over flash
Never use
  • Hospital imagery or clinical settings
  • Sad or suffering expressions
  • Generic stock golf photos that could be any course
  • Overly formal or stiff posed photography
  • Images that reduce the cause to illness rather than resilience
  • Low-resolution photos or screenshots
The Architects Golf Club
The Architects Golf Club, Phillipsburg NJ · Primary venue photography
10 Digital & Social Standards

Social media voice

Tone
Celebratory, purposeful, and direct. Announce registrations, share sponsor appreciation, count down to the event. Never over-solicit or guilt.
Format
Lead with the strongest visual asset available. Course photos, John's personal photos, or event graphics. Never generic stock imagery.
Hashtags
#TheResilientOpen is the primary tag. Include on all event-related posts.
Avoid
Posting dates, times, or prices that may have changed without verifying against current approved figures in this guide.
Sample social post — registration announcement
"Registration is open. One round. One mission. September 25 at The Architects Golf Club, Phillipsburg NJ. Every dollar goes directly to families navigating blood cancer treatment right now. Join us. Foursomes from $850. #TheResilientOpen"
Sample social post — sponsor recognition
"Grateful to [Sponsor Name] for their support of The Resilient Open. Their contribution goes directly to covering the costs that cancer treatment doesn't: gas, hotels, parking, meals. Thank you for being in this with us."