Decks
Builds new decks and redesigns old ones in Google Slides. Frames the decision, picks the right form for each idea, and sets type to the legibility floors.
Use for: sales decks, board readouts, QBRs, all-hands, training.
Optura Brand Center
Everything you need to represent Optura well.
The assets, the rules, and the Claude skills that apply them, in one place.
Or go straight to Brand and voice or Visual identity.
Ctrl K
Optura at a glance
The positioning line, the four numbers, and the boilerplate.
Brand and voiceThe Whisperer, four tenets, and the words we own and avoid.
Visual identityLogo, color, type, motifs, icons, and photography with the rules that govern them.
The system appliedThe rules filed by surface: decks, documents, social, signatures, and print.
Work with ClaudeSeven skills that carry the brand into every task, and how to use them well.
Asset libraryLogos, fonts, color, templates, social, photography, and messaging.
What's newA dated record of brand updates and the moments coming up.
Get helpRequest an asset, or send work to Marketing for review.
Optura at a glance.
The line, the numbers, and the paragraph that go in front of anyone outside the building. These are the approved wordings, so they go out unchanged.
Optura, the enterprise healthcare platform that delivers ROAI™ (Return on AI Investment).
The copy button captures the line above and nothing else. Use it verbatim, and expand ROAI™ once per asset. The longer description is in the boilerplate below. Founded 2025, headquartered in Nashville, Tennessee.
$25M+
Total funding
Includes a $17.5M Series A led by Salesforce Ventures with Echo Health Ventures.
$2.1B+
AI initiatives managed
In the platform, as of January 3, 2026.
500%
ROAI™ on in-flight initiatives
Measured in the platform.
8,000
Platform users
Unique users accessing the platform.
Also on record: $120M+ in tracked value delivered, from the Series A announcement of May 2026. Every figure above was checked against optura.ai in September 2026. The live site governs on any conflict, so check it again before anything ships. Never name a customer without written approval from Marketing.
Boilerplate
The 50-word version. Use for press, event listings, and partner pages.
Optura is the enterprise healthcare platform that delivers ROAI™ (Return on AI Investment). AI is everywhere in healthcare. Results are not. Optura helps leaders determine where AI fits, integrate it into real operations, and measure returns. It cuts through the hype to turn AI investment into defensible performance.
Brand and voice.
Optura's personality is The Whisperer. The confidant in the corner who gives the straight read.
We're the quiet expert in your corner: seeing patterns others miss and giving you the straight read. We speak with earned confidence, cut through noise, and help you make the moves that deliver real impact.
The reader is a smart, skeptical executive. Write to that person. Open on the point. Keep sentences short and declarative. Let the logic carry the weight instead of the adjectives. The humor is dry, and a raised eyebrow is the ceiling.
Every claim is proven or it is cut. Stats appear in announcements. Thought leadership argues with reasoning.
Knowing
Personal, shrewd
We have knowledge or awareness that is known to only a few people. We share it with customers to make them shine. Share insider clarity. Spotlight the moves that matter.
Conversational
Discursive, quick
The product is conversational, and so is the brand. Speak like a trusted confidant: direct, quick, a bit sly.
Rational
Explanatory, precise
We're the clear voice that cuts through the noise. We know how things work and make them easier to understand. Break things down cleanly and show the logic behind each step.
Real
Approachable, self-assured
We're real people making real products and real results. Be straightforward and hype-free. Say what's true and useful.
How we sound
- Open on the tension. The first line names the problem nobody has said out loud.
- Short paragraphs. Declarative sentences. One idea each.
- Skepticism is the stance. "We think it's working" is an opinion. A number is a metric.
- First-person plural, grounded in lived experience inside healthcare.
- Write ROAI™ with the mark and expand it once per asset.
- Clarity beats cleverness every time the two collide.
What we avoid
- Hype words. Revolutionary, game-changing, cutting-edge, transformative, unleash, supercharge.
- Exclamation marks. None, anywhere.
- Emoji. Same rule.
- Unproven superlatives. "The only platform," "best-in-class," "industry-leading."
- "Healthcare is broken." The dead horse. We are in on the joke and we leave it alone.
- Promised outcomes. We cite what has already happened.
- Em dashes. A comma, a colon, or a full stop does the job.
- Middot separators in running text. Use a full stop or start a new line.
- "This, not that" constructions. Name the thing you mean.
Words we own
- Pilot paralysisThe stall between a promising pilot and a production decision.
- Beyond the pilotAI as the operating model, measured at enterprise scale.
- The real readThe honest view of what is working and what is not.
- Value driversThe specific levers an initiative moves, named before it is built.
- Agentic sprawlUncoordinated agents multiplying across an enterprise.
- Use one per piece. Stacked, they lose their edge.
One sentence, fixed
The rules above are easier to apply against a worked example than against a list. Same claim, written twice:
Off brand
We’re thrilled to unveil our revolutionary AI platform. It’s not just analytics, it’s a game-changing transformation that will unlock unprecedented value for every health system!
On brand
Boards want AI in production. Teams are running experiments on the side. Optura measures what each initiative returns, so you can tell which ones earn a production decision.
- It opens on the tension. The first line names the problem instead of announcing the product.
- The hype words go. Revolutionary, game-changing and unprecedented describe the writer’s enthusiasm, not the product.
- The reframe goes. “Not just analytics, it’s a transformation” sets up a weaker idea to knock down. Say the thing you mean.
- The exclamation mark goes. None, anywhere.
- The promise becomes a mechanism. “Will unlock value” is an outcome we have not earned yet. “Measures what each initiative returns” is what the product does.
- Unlock goes with it. It is on the hype list and it names no action a reader can picture.
Visual identity.
The system is small on purpose: one logo, ten colors, three typefaces, one motif language, one icon family.
Logo
One mark. Four colorways.
Which file to place
One mark, four files. The ground decides which you place.
Primary on light
Reversed on dark
White, one color
Black, one color
Where it goes
Do
Primary logo on off white, white, or light blue.
Never
Never place the logo where the mark loses contrast.The gold symbol disappears against gold. Contrast is the rule being broken, not the color.
Do
Reversed logo on charcoal, dark blue, purple, or dark photography.
Never
Never use the primary logo on a dark ground.Its wordmark is charcoal, so it vanishes. Reach for the reversed file instead.
X
Do
Keep clear space of X on all four sides, where X is the height of the symbol.
Beyondthe pilot
Never
Never crowd the logo.Type, rules, and image edges stay outside the clear space. This also creates an unapproved lockup.
Do
Scale proportionally. The horizontal logo is always 2.60 to 1.
Never
Never stretch, squash, rotate, or recolor the artwork.Scaling both dimensions together is the only change permitted to the file.
The rules in full
Always
- The four panels above are colorways of the horizontal lockup, which is the default and covers nearly every placement. The vertical, symbol and wordmark lockups are in the All folder inside the logo pack, for the places the horizontal will not fit.
- Primary on light grounds. Reversed on charcoal, dark blue, purple, or dark photography.
- White or black variants where only one color is available, such as single-ink print, engraving, or embossing.
- Minimum height 25px on screen and 0.325in in print.
- Clear space on all four sides equal to the height of the symbol.
- Place the supplied file, whole. Scale proportionally and nothing else.
Never
- Stretch, rotate, warp, or recolor it.
- Recreate, redraw, or re-typeset any part of it, including with AI.
- Add shadows, effects, containers, or graphic elements.
- Build lockups with words or slogans.
- Embed the symbol in a headline. That treatment belongs to In The Round alone.
Color
The logo carries the gold.
The identity relies primarily on the gold used in the logo, supported by secondary colors that add contrast and visual interest. Gold has two jobs: the mark, and Marcellus headlines on dark grounds. The secondaries carry everything else.
The palette
Ten colors. Select a format, then copy any value straight from its swatch.
Contrast on each ground
Body text needs 4.5:1. Display type of 24px and up needs 3:1.
Charcoal
8.42:1
Body and display
Purple
7.21:1
Body and display
Dark Blue
6.44:1
Body and display
Dark Teal
2.32:1
Never as text
Teal
1.00:1
Never as text
Light Blue
1.76:1
Never as text
Off White
1.83:1
Never as text
White
2.06:1
Never as text
Gold clears AA as text on the three dark grounds and fails on the rest, which is why gold headlines are a dark-ground device and Marcellus only. Rules, icons, dates and links stay with the secondaries. For a gold-toned heading on a light ground, Dark Gold at 24px and up reaches 5.09:1 on white, 4.91:1 on paper, and 4.37:1 on off white.
Where each color goes
On dark grounds
Marcellus headlines in Gold, which passes AA on Charcoal, Dark Blue, and Purple. Funnel Display and Funnel Sans headings in Off White, same as body. Teal is reserved for text you can click; Light Blue carries accent text you cannot.
On light grounds
Headings in Dark Blue. Body in Charcoal. Gold fails contrast as text here, so it stays on the mark. Dark Gold carries display type of 24px and up.
Typography
Three faces, one ramp.
All three are Google Fonts, so they work in Slides, Docs, HubSpot, and the browser without embedding.
What each face does
Each face has one job. Match the face to the job.
Fewer bets. Better odds.
Decide where AI fits, build initiatives that do real work, and measure the return.
Boards want AI in production. Teams are running their own experiments on the side. The gap between the two is where value goes to hide, and it is the gap Optura was built to close.
Label style. 12px, tracked, uppercase, Charcoal.
The scale
| Level | Family | Size | Weight | Line height |
|---|---|---|---|---|
| H1, hero hook | Marcellus | 56px | Regular 400 | 1.15 |
| H1 sub, data | Funnel Display | 44px | Bold 700 | 1.2 |
| H2, section header | Marcellus | 34px | Regular 400 | 1.25 |
| H3, feature or metric | Funnel Display | 26px | Semibold 600 | 1.3 |
| H4, sub-feature | Funnel Sans | 20px | Semibold 600 | 1.35 |
| Intro text | Funnel Sans | 19px | Light 300 | 1.6 |
| Body | Funnel Sans | 16px | Regular 400 | 1.55 |
| Caption, fine print | Funnel Sans | 14px | Regular 400 | 1.4 |
| Overline, kicker | Funnel Display | 12px | Bold 700 | 1.2 |
Motif system
Structure, flow, and connection.
The motif files are built on Dark Blue and no light-ground version exists, so place them where the ground is already dark.
Three layers, built in order
Each layer stands for a part of what Optura does. Match the layer to the idea on the page, and use the overlay when you mean the whole system. The motif conveys structure. It is never filler.
Read the four steps left to right. Gold sets the structure, white connects it, teal measures the return, and the fourth panel is all three together.
-
Gold tile grid
Geometric tiles in square matrices. The platform.
opt-motif-step4-platform.png
-
White connectors
Node-and-line networks across the grid. The approach.
opt-motif-step4-approach.png
-
Teal halo
Concentric rings with a soft glow. ROAI™.
opt-motif-step4-roi.png
-
All three overlaid
Grid, connectors, and halo together. The complete system.
opt-motif-step4-complete.png
Each step is its own file, so you can place a single layer or the complete overlay. Keep them on dark, scale and crop as needed, and never recolor or redraw them.
Iconography
Material Symbols, thin.
One family, one weight. The thin stroke is the whole point.
The set
Eight the brand reaches for most. Select one to copy its name.
Color: Teal or Gold on dark. Dark Teal, Dark Gold, or Purple on light. Grade 0 and optical size 24 are already the defaults on Google Fonts, so the only control to move is weight, from 400 down to 200.
Photography
Intentional, composed, real.
Photography carries clarity, credibility, and focus. Whatever the category, it is composed and grounded in reality.
Three categories
Each category carries a different kind of idea.
Portraits
Natural and composed. Subjects are presented simply and confidently, without heavy styling or performance, and clean backgrounds with restrained lighting hold the focus on the person. These carry the people side of the brand, so the read should be credible and unposed: someone you would take a meeting with, photographed the way they actually turn up.
Abstract and metaphoric
For the ideas that resist a photograph. Model drift has no face and an agent pipeline has no address, so a metaphor gives the reader something to look at while the idea lands. Allegory counts, and so does understatement. It is the one category with room for wit, so keep it dry and legible: an image that needs a caption to explain itself is decoration.
Industry
Real healthcare environments and moments of care, work, or decision-making. Authentic and observational rather than staged, which in practice means photographing what is already happening. These ground the brand in the settings customers work in every day, so the details carry the credibility: real rooms and real equipment, with people caught mid-task.
Using photography
Always
- Match the category to the idea. Portraits for people, metaphoric for concepts, industry for context.
- Keep it composed and grounded in reality.
- Use the reversed logo over dark photography, with the full clear space held inside the frame.
- Favour images whose own tones already sit near the palette, and grade lightly when they nearly do. Surgical teal and low gold light both land there without much help.
- Place licensed or owned files only, pulled from the photo library.
Never
- Present a subject with heavy styling or performance.
- Rely on literal representation when the idea is conceptual.
- Stage an industry frame. Photograph what is already happening.
- Push a grade so far that the image stops looking real. Correction moves a photo closer to the palette. It does not repaint it.
- Drop type or the logo onto a busy part of an image where contrast fails the 4.5:1 floor for body and 3:1 for display.
The system applied.
The same rules, filed by the surface you are working on.
Every surface
- One headline size per file. Pick it once and hold it.
- Body text clears 4.5:1 against its ground. Display type of 24px and up clears 3:1.
- Clear space around the logo on all four sides, equal to the height of the symbol.
- Place the supplied logo file whole. Scale proportionally and nothing else.
Decks
- Start from the presentation template. Google Slides is the platform of record.
- Nothing drops below 10pt. Body sits at 12pt or larger.
- Gold headlines are Marcellus only, and only on Charcoal, Dark Blue, or Purple.
- Motifs need a dark ground, because no light-ground version of the files exists.
Documents
- Marcellus for titles, Funnel Display for subheads, Funnel Sans for body and labels.
- Primary logo on light grounds, reversed on dark.
- Labels on light grounds are Charcoal, not Dark Gold, which misses 4.5:1 at label sizes.
Social
- Build posts to the type and contrast rules above.
- Reversed logo over dark photography, with the clear space held inside the frame.
- Match the photography category to the idea on the page.
Email signatures
- Tahoma is the fallback here, and only here, because the brand faces cannot load in most mail clients.
- Logo at 25px minimum height on screen.
- White is the unprinted stock. Never convert the screen value to a tint.
- Take Pantone and CMYK values from the palette, not from a hex conversion.
- Logo at 0.325in minimum height.
- White or black logo variants where only one color is available, such as single-ink print, engraving, or embossing.
Work with Claude.
Optura's brand lives in a set of Claude skills. Six load on their own when a task is for Optura and bring the voice, the facts, and the visual system with them. The seventh is a pass you invoke by name.
Which skill do I need?
Two questions. You get the skills that will load and a brief you can paste straight into Claude.
Voice
The Whisperer, the four tenets, the messaging pillars, the owned vocabulary, and the compliance guardrails. Loads for any Optura content.
Use for: reviewing tone, checking terminology, catching hype.
Facts
Verified stats, funding, boilerplate, leadership, and product names. Checks each figure against the live optura.ai before it is used.
Use for: any stat, bio, boilerplate, or product detail.
Visuals
Colors, typography, logo rules, motifs, icons, and photography direction. Every other skill pulls its tokens from here.
Use for: documents, PDFs, one-pagers, graphics, anything downloadable.
Writing
How Optura writes. Openings, argument structure, paragraph rhythm, headline craft, and the editorial floor that keeps prose from reading as generated.
Use for: blogs, bylines, white papers, web copy, email, one-pagers.
Social
LinkedIn strategy, post craft, calendar planning, and reporting for the company page and executive voices.
Use for: posts, carousels, content calendars, performance reports.
De-AI
A heavier editing pass over a near-final draft. Cuts inflated significance, promotional adjectives, superficial -ing clauses and vague attributions. The moves Optura uses on purpose, em dashes and antithesis among them, are flagged for a human call rather than removed.
Use for: a draft that reads as generated. Invoke it by name; it never loads on its own.
Two prompts that work
One for each job this page serves.
A good brief names the company, the asset, the reader, and the ground, hands over what already exists, and asks for the fact check by name. Copy the shape below, swap the specifics.
Bring existing work on-brand
This is for Optura. Attached is our payer sales deck from before the rebrand. Rebuild it in the current brand in Google Slides for a CFO at a health plan, dark treatment. Keep the narrative and the slide order where they hold up, cut anything that reads as hype, and check every stat against optura.ai. Flag anything you cannot verify and leave customer names as placeholders.
Loads: optura-presentations, optura-brand, optura-company, optura-brand-design.
Create something new
This is for Optura. Draft a 900-word blog post on pilot paralysis for CIOs at health systems. Thought-leadership register: first person plural, opens on the tension, argues with logic rather than numbers, and closes with one call to action. Give me the QC checklist with the draft, and a headline set of three to choose from.
Loads: optura-content, optura-brand, optura-company.
What comes back
- The assetA deck in Google Slides, a draft in a doc, or a file you can open. Built to the legibility floors.
- The flagsEvery figure, name, or claim Claude could not verify against the live site, listed for Marketing to resolve.
- The checklistEach skill's QC list, run and marked. A skipped item means the work is not finished.
- The change noteFor a redesign, what moved, what was cut, and why. For new work, the assumptions it made.
Using them well
Eight things worth knowing before you brief a skill
The skills do the brand work. Your job is to give them a clear brief and to read what comes back.
- Say it is for Optura. That is the trigger. Name the asset type too: deck, blog, one-pager, post.
- State the purpose and the reader. A CFO readout and an all-hands share a palette and nothing else.
- Hand over the old file. For a redesign, attach the deck or doc. Claude works from what exists instead of guessing at it.
- Pick the ground. Dark for brand moments. Light for dense reading. Say which, or it uses the default.
- Ask for the fact check. Every stat should trace to optura.ai. If Claude flags a figure, that flag is the point.
- Expect a checklist. Each skill ends with its QC list. A skipped item is the one that comes back in review.
- Customer names stay out. Claude leaves a placeholder. Marketing fills it, or it stays empty.
- Route for approval. Nothing external ships without Marketing's sign-off, whoever or whatever drafted it.
The skills stay current by checking the live site. When optura.ai and a skill disagree on a number, the site wins and the skill is updated to match. Skills are maintained by Marketing.
Asset library.
Current files only. If a version here and a version on your desktop disagree, this one is current.
Logos
The horizontal lockup in four colorways. Screen for RGB, print for CMYK, and every other lockup in the All folder.
SVG, PNG, EPS, JPG, and editable AI.
Fonts
Marcellus, Funnel Display, and Funnel Sans. Open licensed, safe to install and embed.
TTF. All three are on Google Fonts.
Presentation template
Optura_Template_V2. Start every deck here.
Google Slides.
Social
LinkedIn headers for the company page and for individual profiles.
PNG and JPG.
Photography and motifs
Edited brand photography, stock imagery, and the motif files for dark grounds.
JPG and PNG. Clear stock with Marketing before external use.
Each card opens its folder in Google Drive, where you can take one file or download the whole folder. Marketing updates files in place, so the links stay stable. If something is missing, use the request form below.
What's new.
What changed, when, and what is coming. Newest first.
October 12 to 13, 2026
In The Round
Optura's flagship event. It carries the only approved treatment that embeds the symbol in typography. That treatment stays with the event and does not travel to other work.
UpcomingSeptember 2026
Brand Center launched
This page replaces the scattered folders and the shared deck as the home for brand assets and rules.
August 2026
Legibility floors adopted
After two buyer comments on a single client call, presented assets now hold a 12pt body floor, a 10pt minimum for anything on screen, one headline size per file, and a 3:1 contrast floor for de-emphasized marks.
July 2026
Brand and company skills refreshed
Voice and fact skills updated with the demo narrative, the Agentic Sprawl term, buyer personas, and the rule that the live site governs every number.
June 2026
New logo artwork and presentation template
Symbol set to a sharp 45 degree rotation and the vector drawing cleaned up. Earlier logo files are retired, so pull fresh copies from the library. The template's fonts were verified as Marcellus and Funnel Sans, so Tahoma is now a last resort.
May 14, 2026
Series A announced
$17.5M led by Salesforce Ventures with Echo Health Ventures, bringing total funding past $25M. The public proof points were refreshed with the announcement.
January 2026
Brand guidelines published
V9 of the guide, covering color, type, logo, motif, photography, and application rules. It is kept in Guidelines on the Drive.
Get help.
One form to Marketing, for anything you need made or checked. The earlier it lands, the more we can do with it.
Ask Marketing
Request an asset that is not in the library: a logo variant, a photo for a specific use, a template that does not exist yet. Or send copy and design for review, read for voice, facts, visual consistency, and compliance.
The form asks what it is, who reads it, and when you need it. For a review, run the draft through the skills first and bring its QC checklist.
Open the request form#marketing-requests in Slack for quick questions. Anything that needs making goes through the form.