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Strive is a warm, sunny, enveloping character, here to empower you to enrich your health and lifestyle. We have an edgy elegance about us, an ever-present human element, and a strong essence of vitality, quality, and personalized power.
CORE IDENTITY
Soul, Substance, Style
Every expression of the Strive brand is guided by three defining forces: Soul, Substance, and Style.
When our work reflects these principles, we can trust that it is unmistakably Strive, aligned in spirit, grounded in rigor, and alive with intention. Together, they serve as both a Wayfinder and a touchstone, shaping what we create and how we show up in the world.
Soul speaks to the deeper values that drive us.
Substance reflects how our beliefs take form through action, quality, and care.
Style defines how our presence is experienced with clarity, character, and craft.
Soul
Independent to the core
Putting people first is, regrettably, still a defiant stance in this industry, so we lead by example. We do so proudly, unencumbered by shortcuts or the limiting mindsets that too often define the field.
Undauntedly driven
Driven by the pursuit of more than medicine, we innovate with intention, exploring new territory with curiosity and conviction while elevating standards for ourselves and the industry, regardless of how the terrain shifts.
Loyal & true through & through
Our commitments to people, partners, and our own standards are unwavering, and we honor them with consistency, integrity, and follow-through.
Substance
Highest of high-quality
People trust us with their health, and we take that responsibility seriously, building rigor into every step of our work. Excellence is just our baseline, and a bar we’re committed to continually raising.
Attentively effective
We pair precision with genuine care, designing solutions thoughtfully crafted to support real-world needs.
Beyond pleasant
It goes beyond pleasantry. We want everyone who connects with Strive to feel the warmth and vitality of the human element, because that’s at the core of everything we do.
Style
Admirably well-crafted
From sourcing to formulation to presentation, Strive’s work values both form and function. We exist where art meets science and rigor meets care.
Bold sophistication
Our aesthetic is dynamic by design: electrifying and vitalizing the personal medicine landscape, always with craft and character.
Tasteful irreverence
We respect the seriousness of our work without taking ourselves too seriously, bringing candor, wit, perspective, and, when necessary, fierce resolve to a field long overdue for fresh thinking. Always thoughtful. Always human.
CORE IDENTITY
Brand Narrative
We’re flipping the script on personal medicine.
For too long, healthcare has been closed to personalization, accessibility, and nuance. We’re here to interrupt that status quo.
At Strive, we challenge a reactive model of self-care and ignite a more proactive, baseline-shifting approach to health for all.
We partner with those ready for something better. More than a compounding pharmacy, we’re on a mission to thoughtfully disrupt healthcare as we know it.
Strive is about more than medicine. Strive is about striving for the personal side of healthcare.
CONT.
Behind Our Name
Striving is going above and beyond.
It’s that meaningful tension between the status quo that already exists and the possibilities out there.
We strive to interrupt an industry that has been closed to personalized care, accessibility, and nuance for too long. We strive to shift from a reactive view of self-care and ignite a proactive, baseline-shifting approach to health for all.
We’re here to partner with those ready for a change. More than a compounding pharmacy, we’re on a mission to positively disrupt healthcare as we know it. Strive is about more than medicine.
Strive is about striving for the personal side of healthcare.
More Positioning
We’re on a mission to flip the personal wellness script. We reject the one-size-fits-all approach to medicine—because more options mean better outcomes. When people are the bottom line, medicine becomes about results, rigor, and reinvention. That’s why we’re striving for the personal side of healthcare.
What We Do in Practical Terms
Compounding exists to serve patients whose needs aren’t met by one-size-fits-all medicine. They are a lawful, regulated, and intentional part of our healthcare system.
Personal medicine means we can remove dyes, gluten, sugar, lactose, and other ingredients that may be problematic for a specific patient. It offers greater form flexibility: a patient who can't tolerate a certain dosage form can be given a customized medication in another form. It gives providers and patients the power to find a form and dose that works for their unique care plan, so you're not out of luck if the only commercially available dose isn't right for your needs. Custom care is designed for you to get a medication that works for you.
Compounding pharmacies perform two crucial functions:
They help supplement supply during drug shortages, ensuring patient access and continuity of care when the pharmaceutical supply chain falls short.
They can compound patient-specific medications for patients whose clinical needs cannot be met by an FDA-approved drug—enabling healthcare providers to make clinical judgments based on their patients’ needs, regardless of the medication’s shortage status.
Compounding pharmacies are complementary to traditional drug manufacturers. It’s not one or the other. Commercial medicine AND Compounding should work in tandem for the overall benefit of patients.
OUR MISSION
Our Why
We strive to disrupt an industry that’s lost sight of its purpose by bringing it back to the roots—sustainable health and personalized care.
Strive exists to make personal wellness accessible and relatable, both through transformative care and actionable education.
We want to give people the keys to do what they want in life, for as long as they want to do it.
Because longevity doesn’t mean anything without the vitality to enjoy it.
And healthier people and empowered providers create healthier worlds around them.
We’re in the business of creating better baselines—for health providers, for their patients, and for the future of healthcare.
OUR PURPOSE
More than Medicine
We envision a future where endless possibilities are championed, developed, and accessible in medicine, wellness, healthcare, and beyond.
And that same spirit fuels everything we do.
We’re here to challenge what medicine can be by disrupting an industry that’s lost sight of people as holistic individuals and return focus to the possibilities they should have available to them.
Strive is all about People
We’re here to enable fuller, healthier lives for people.
People’s stories matter. People’s relationships matter (with themselves and others). And all of that is catalyzed by the vitality to enjoy life.
Our Vision
If it isn’t obvious, our vision extends well beyond selling medicine and into expanding wellness possibilities for people.
We are outcome-obsessed.
We’re here to catalyze and create the conditions for better outcomes, in health, business, culture, and wellness as a whole.
Because we believe getting that one baseline-shifting nugget of knowledge or supportive medicine to the person who needs it will create a cascade effect.
Provider and patient outcomes… become life, family, and community outcomes… which become culture-shifting outcomes.
We don’t think that’s pie-in-the-sky. It’s just the ripple effect of healthier, happier people.
BRAND ARCHETYPE
Explorer Soul, Sage Substance
Read more about brand archetypes here: https://iconicfox.com.au/brand-archetypes/
Strive’s Two Main Archetypes:
The Explorer
Brand Voice
Exciting
Fearless
Daring
Brand Message
You only have one life. Go out and make it count.
The Sage
Brand Voice
Knowledgeable
Assured
Guiding
Brand Message
Education is the path to wisdom. And wisdom is where the answers lie.
Persona Blend
Explorer Spirit
We combine the outlaw’s push for liberation with the creator’s constant evolution, but we transcend rebellion to go play in frontiers beyond, and our constant evolution has a purpose. We explore and offer new health possibilities for people.
Sage Ethos
Our constant explorations, paired with consideration of people, yield ever-evolving wisdom. We’re worthy of trust, we’re forever willing to learn, and we’re showing the way forward.
But We Don’t Do Rigid Boxes
We can tailor our voice to campaign, cultural moment, or conversation, thoughtfully playing in any relevant archetype while staying true to our explorer soul and sage substance.
CORE BRAND MESSAGING
Core Headlines
More Than Medicine
Striving for the Personal Side of Healthcare
Flipping the Script
(On Healthcare, On Medicine, Flipping the Wellness Script, Flipping the Script on What You Expect from a Pharmacy)
Strive to live your fullest life.
(Alt: Strive for your fullest life.)
We enable & inspire people to stay engaged in a life they love.
Do what you want for as long as you want.
The Future of Medicine is Personal
We Take Medicine Personally
Life isn’t one-size-fits-all. Neither is medicine.
Driven by outcomes. Powered by people.
Better Baselines
(Alt: Building Better Baselines)
This is Why I Strive.
Why Settle When You Can Strive?
(Alt: Don’t Settle. Strive.)
Custom Care
(Or Personal Medicine, Tailored Medicine, Individualized, etc.)
Our Ethos is Simple: People Matter.
Striving for Whole-Person Health & Happiness
Compounded With Care
Personalized Medicine—Made Precisely for You.
Always Improving at Every Level
(Alts: Always Evolving at Every Level. We Embrace Constant, Beneficial Evolution.)
We’re Strive, and we think you deserve personalized medicine.
Compounding is Not a Crime
Refuse to Fade
KEY STORYTELLING POINTS
Threads That Tell Our Story
We take medicine personally. Meaning, we know it’s about more than medicine. These are some storytelling threads that tell the deeper story of Strive:
The human element drives everything we do.
Putting people back at the center is sadly radical in this landscape.
But it’s what drives us, from how we make our choices to how we craft our expressions.
Where possible, telling the real stories of real people is especially potent and very Strive.
Strive for your fullest life.
Strive exists so people can do what they love for as long as they want.
Vitality extends beyond you and fuels your connections, community, endeavors, and everything you touch.
When human health is on the line, exceptional quality and rigor are simply the baseline.
We work relentlessly with regulators and third-party experts. We pursue voluntary accreditations. Our internal standards far exceed industry standards.
We pursue uncompromising quality.
Because people deserve better baselines.
Phrases we’ve used before: Industry minimums aren’t our maximums. Compounded in a radically compliant pharmacy. Exceptional isn’t extra. Higher standards, healthier outcomes. We don’t just meet the standard, we’re determined to redefine it.
Shift from a reactive to a proactive view of health.
Sick care treats symptoms and keeps you in a cycle of never-ending band-aid solutions. ‘Well care’ is what we stand for. We believe in solutions designed around root causes and long-term wellness.
Access for all.
We’re willing to stick our necks out to defend personal medicine.
Patients and providers deserve more options, flexibility, and power when it comes to creating health plans and lifestyles that fit the individual.
Phrases we’ve used before: Relentless Pursuit of Accessibility & Individuality. Personal Medicine for All.
Strive against the status quo.
Strive to leave limited options behind.
Never Been Done.
Alt: N.B.D.
We go after what’s never been done before. It’s not disruption for disruption’s sake. It’s knowing that disruption with intent can be powerful, creative, restorative, and meaningful.
Dosage Form Flexibility, Doses, and Ingredients All Matter.
Compounding means dosages, ingredients, and dosage forms for the individual, not the masses.
As a person, your comfort and concerns matter.
Compounding is Not a Crime
It’s a lawful, regulated, and intentional part of our healthcare system.
We’ve consistently advocated for responsible, regulated compounding to be understood for what it is: an essential part of patient-centered care when done correctly.
Big Pharma will always try to cut off the competition by framing compounding as questionable. And they can turn this into a turf war if they want—but it’s not up to us who gets the turf. The power should be in the hands of providers and patients to decide what’s best for individual needs. Period.
The Wayfinder mentality.
The Wayfinder isn’t just our logo, it’s our compass and our North Star.
Strive wasn’t built by waiting for perfect conditions.
When the path forward isn’t perfectly illuminated, especially in evolving territory, we don’t freeze, and we don’t retreat. We invest. We learn. We engage. We raise the standard and help show the way forward.
HOW TO: CRAFTING MESSAGING
Steps to Craft Strive Messaging
A few key questions will ensure any messages we craft are laser-focused, relevant, and effective enough to cut through the noise.
I : Who
Who is this message for? Providers? Patients? People with a specific need?
II : Why?
Beyond sales, why are we getting this message out to them? Why is this meaningful, important, and relevant? Do we have specific actions we want people to take in response to this message?
III : What?
We strive to put ourselves in the shoes of real people. What are this audience's needs and pain points? With these in mind...
What value proposition (potential benefits, potential outcomes, applicable education, etc.) are we offering them?
Snapshot: Messaging Crux & Catalyst
Who is this for?
Why do they potentially benefit from knowing this? What tangible or intangible good are we offering them?
Following these guidelines brings our focus back to people and gives our communications a genuine purpose.
HOW TO: CRAFTING MESSAGING
Strive Tone & Style
Vibrant, Vital Human Connection.
Strive is a warm, sunny, enveloping character, here to empower you to enrich your health and lifestyle.
We have an edgy elegance about us, an ever-present human element, and a strong essence of vitality, quality, and personalized power.
Style Hallmarks & Themes
Upbeat, Sunny, Warm
This is not a traditional pharmacy—we're redefining the pharmacy experience with a fresh take. We lead with language that is human, electrifying, vital, empowering, and vibrant.
Human and Whole-Person Interest
We also promote a whole-person view of health that includes proactive self-care, relational wellness, personal goals, and the whole spectrum of well-being.
Relational, Connective, Earnestly Caring
We care about you, your family, your pet, and all the connections that make you, you.
We’re the sort of people who put ourselves in the shoes of patients, providers, and potential employees and partners.
Igniting Fresh Possibility
We invite individuals to strive, optimize, and shift their baseline health and approaches to care, and we light a fire in them with language that evokes possibility and earnest enthusiasm.
Tastefully Irreverent
We embrace irreverence towards outdated approaches to health and medicine where it makes sense, because this landscape needs beneficial disruption.
Playful humor about living your best, healthiest life in defiance of averages, bucking the system, and defying confines are all especially true to who we are.
A Simple Language Touchstone
Sunny, Vibrant, and Warm
Human & Whole-Person Interest
Relational & Caring
Igniting Possibilities
Tastefully Irreverent Where Applicable
HOW TO: CRAFTING MESSAGING
Pairing Core Identity & Tone & Style to Generate Ideas
A powerful tool to create connection points.
Remembering Strive’s unique identity, story, and purpose in conjunction with our tone and style can generate endless themes for audience connection.
Here are a few examples:
An upbeat article on the rapid growth of compounding as a field (and why we need it).
A podcast series on holistic health that moves through the hierarchy of needs and includes mental health, relational health, pet health, family health, etc.
An empowering social media campaign with informational bites on shifting your baseline health.
A relational, upbeat, playful social media campaign on practical pet health.
HOW TO: CRAFTING MESSAGING
Compliance Keys
To protect the integrity of the Strive brand, here are some important words and phrases to avoid, as well as alternatives:
Safe
Safety (Go for Rigor or Quality instead)
Effective
Efficacy
Treat
Treatment
Therapy (Alts: Mental Health Support, Hair Loss Options, Weight Management, Tailored Care for Sexual Wellness)
Cure
Prevent
Prevention
Approved
Proven
Results
Benefits / Outcomes (must contain Potential ahead of it)
Side Effects (must contain Possible ahead of it)
Guarantee Language (Will, Does, Improves, Reduces, Enhances. Must put something before like ‘designed to’ or ‘crafted to’ or ‘may’)
Comparative/Superiority Language (More, Greater, Better, Ideal, Perfect, Preferred)
Lower Cost/Affordability Language
Specific Outcomes Data (cannot share aggregate or individual patient data in the absence of a clinical trial)
Affiliations/Attributions that Haven’t Been Consented To ("right of publicity" laws protect against unauthorized use of a person's name and likeness in the absence of explicit consent)
Claims to avoid (all considered "promotional" by the FDA and not permitted for 503A compounded medications):
Therapeutic or disease treatment claims
Efficacy, benefit, or performance claims
Outcomes or results claims
Comparative or superiority claims (comparing a compounded medication to an FDA-approved medication on the market)
Guarantee claims
Any other unsubstantiated claims
Stick to facts.
Compounded prescription medications can be described factually, but not promoted for proven benefit, performance, or outcomes.
Avoid any language implying Strive products will treat, prevent, or cure any condition or disease, produce therapeutic or clinical effects, or result in a measurable or guaranteed change.
Focus on support, balance, or normal function.
Don't promise any results; instead, emphasize patient-prescriber collaboration on a care plan and individualized, personalized medications.
While creating a piece of content and before submitting for review, keep the following questions in mind:
Are you suggesting or implying the product is FDA-approved, safe, or effective like a commercial medication?
Are you comparing a compounded medication to a commercial medication?
Are you making disease treatment or prevention claims for a compounded medication?
Are you overstating or guaranteeing benefits, downplaying risks, or misrepresenting benefits over risks?
Are you using statements, testimonials, or internal data that suggest guaranteed or typical outcomes?
Does the totality of your messaging and presentation of information carry implied claims that you otherwise cannot make directly?
HOW TO: CRAFTING MESSAGING
Mechanics: Grammar & Punctuation Notes
When to Capitalize Strive
Since “Strive” is a powerful rallying word (and our name!), we can own it frequently and apply it as a verb within sentences to bring a hint of Strive flavor.
When we’re not referring to the company name expressly, strive can remain lowercase.
Examples:
Used as a verb, not referring directly to the company (lowercase):
It’s time to strive for whole-person health and happiness.
We’re proud to strive together.
How do you strive?
Ready to strive for more?
Referring directly to the company (uppercase):
Kick-start personal health with Strive.
The Strive advantage.
Choose the Strive life.
Talk to your provider about how to Strive.
Ampersand (&)
Punctuation is part of our personality. The ampersand (&) is a visual and tonal tool that helps our language feel punchy, modern, and intentional when used correctly.
We use it like salt, not sprinkles.
When to Use the Ampersand (&)
Use the ampersand where desired in:
Headlines
Product card titles or headlines
Bubbles, badges, callouts, or short UI elements
Two-part concepts that feel naturally paired
Examples:
Bone Strength & Cardiovascular Health
Science-Driven & People First
Vigor & Vitality
When Not to Use the Ampersand
Avoid the ampersand in:
Body copy
Lists
Long strings of potential benefits
Anywhere it creates visual clutter or grammatical awkwardness
We do not use an ampersand with a serial (Oxford) comma.
Examples (Avoid):
Recovery, Strength Gains, & Leaner Body Composition
Correct: Recovery, Strength Gains, and Leaner Body Composition
Quality, Care, & Consistency
Oxford Comma
We love and use the Oxford Comma!
It is the final comma placed right before the coordinating conjunction (usually "and" or "or") in a list of three or more items. Leaving it out can lead to confusing (and sometimes hilarious) misunderstandings.
Without the Oxford Comma:
I'd like to thank my parents, Taylor Swift and God.
(Wow. Illustrious parents!)
WITH the Oxford Comma:
I’d like to thank my parents, Taylor Swift, and God.
(Ah, we understand you are thanking three separate entities now.)
Why do we adore this comma?
Consistency.
It eliminates ambiguity.
It’s people-considerate. It helps our readers glide through sentences without having to double-back and double-check.