Custodian
Ramsey Family
Justin Ramsey Memorial Pickleball Classic · 2026
Brand Bible v1.0 · April 2026
Event Brand GuideRally for Ramsey
The single source of truth for every visual, verbal, and co-branding decision behind the Justin Ramsey Memorial Pickleball Classic — so every tournament, every year, feels unmistakably his.
Hope·
Rally·
Serve
ContentsNine chapters
A specification, not a style guide.
When this document and any surface disagree, this document wins and the surface changes.
- 01FoundationWhat JRMC is
- 02The CrestThe engraved monument
- 03Color PaletteVerified from the crest
- 04TypographyFive faces, five jobs
- 05Voice & ToneGravity and joy
- 06Rhythm & MotionCalm over flashy
- 07ImageryAfternoon, not brochure
- 08AccessibilityThe floor
- 09GovernanceWho owns this
01Foundation
An institution, not a one-time fundraiser.
JRMC is structured to endure. A name is built, a sport is chosen, a charity is named — but the institution carries forward every October.
The Justin Ramsey Memorial Classic is an annual memorial event honoring Justin Ramsey. It is designed to gather the people who loved him, raise meaningful funds for causes he cared about, and eventually pass leadership to his sons as they grow into it.
The Justin Ramsey Memorial [Sport] Classic — benefiting [Charity]
The Justin Ramsey Memorial Classic is the permanent institution. Sport and beneficiary are variables the institution carries. This construction is intentional, and protected.
Brand architecture — the three layers
Layer 01 · Institution
The Justin Ramsey Memorial Classic
Permanent. Multi-decade. Justin's name as a durable memorial.
Layer 02 · Annual event
JRMC Pickleball Classic — 2026
The sport changes across years. The institution does not.
Layer 03 · Beneficiary
Waiting in Hope Ministries
100% of Year One net proceeds. Majority permanently.
Beneficiary structure
Year One · 2026
100% of net proceeds to Waiting in Hope. No carve-outs. No splits. The first year is a full expression of Justin and Kelley's shared ministry, unqualified.
Future years
Majority to Waiting in Hope, with a meaningful carve-out to a charity that Justin's sons — Carter and his brothers — research and select together.
Rationale
Waiting in Hope is the deepest expression of Justin's and Kelley's shared ministry. It deserves the majority permanently. The carve-out exists so the boys can practice the compassion Justin modeled — because giving, like faith, is something you learn by doing. It also broadens the donor tent: some people will never personally relate to infertility, but they all loved Justin. Those donors show up every October because of him — and every October, the majority of their gift goes to Kelley's ministry. The ministry grows larger inside the bigger tent than it ever could as the tent itself.
What this architecture protects
01
Justin's name as a durable, multi-decade institution.
02
Waiting in Hope as the primary permanent beneficiary.
03
The boys' eventual leadership — they inherit a living memorial, not a finished fundraiser.
04
The donor base's emotional tie to Justin specifically — which compounds over time.
"Let us run with perseverance the race marked out for us." Hebrews 12:1
"Use whatever gift you have received to serve others." 1 Peter 4:10
The wellspring · Justin's words
Justin Ramsey's own answer to the question what do you want your legacy to be:
"Sets the course of their lives in a direction that instills confidence, gratitude, compassion, and a desire to love people well." As a parent
"Creates opportunities for other people that can change the course of their lives in a big way." As a leader
"Encouraged, supported, challenged, and expressed gratitude to each individual person — not just generally, but specifically." As a friend and mentor
"Serving others… I always feel something amazing in my heart and soul. Making a difference." On what feeds his soul
These are the highest-trust source for voice and tone. When unsure how Justin would have said something, return here.
02The Crest
The engraved monument of the institution.
Laurel branches flank the center. Crossed paddles at top (ceremonial) and bottom (grounded). A gold frame holds the whole composition.
Anatomy of the mark
Line 01
JUSTIN RAMSEY — the institution, largest element
Line 02
MEMORIAL — the mode of honoring
Line 03
PICKLEBALL CLASSIC — the annual event (this year)
Panel
Rally for Ramsey — the human, warm nickname
Line 05
BENEFITING WAITING IN HOPE — engraved, never cropped
Usage rules
- Minimum size. 200px wide digital · 1.5" wide print. Below this, the co-branding line becomes unreadable — which defeats the mark.
- Clear space. One-quarter of the crest's height on all sides.
- Color. Full-color only. No single-color, outline, or solid-fill reproductions.
- Ground. Reads best on --teal-ink or --cream-highlight. Avoid pure white (too harsh) and pure black (kills the gold's warmth).
- Do not. Rotate, skew, recolor, add effects, crop, or place text inside clear space.
Co-branding hierarchy
THE JUSTIN RAMSEY MEMORIAL CLASSIC Largest · The institution
Pickleball Classic 2026 Medium · The annual event
Benefiting Waiting in Hope Present · Respected · Subordinate
03Color
The brand colors are taken from the crest.
Every primary color was sampled by pixel — tens of thousands per color, medians across the flat regions. The crest is not decorated with brand colors. The colors were already there.
Teal — the shield
#234F55
#2C5B62
#6A8988
Cream — the Rally for Ramsey panel
#CABA9A
#D7C9AD
#EEE4C3
Gold — the frame, lettering, laurels
#8B7447
#B49D6D
#D8C297
Supporting — the hall
#1E3B44
#14292F
#1C1C1C
Waiting in Hope — the two teals, the shared gold
On the hierarchy
This hierarchy is not about diminishing Waiting in Hope. It is the architecture that lets the institution train a donor base loyal to Justin's memory — a base that, in Year One and beyond, carries the ministry forward.
Both brands live in the teal family, but they do not share the same color. WIH's logo teal (#6FA89C) is sea-glass — lighter, sun-facing, daylight-warm. The crest's teal (#2C5B62) is oceanic — deeper, cooler, evening-weight. They sit 19° apart in hue.
This is not an accident, and it is not a compromise. It is the design. The ministry Kelley and Justin built together should live in daylight. The memorial Justin's name carries should live in the evening of his life — which is ceremony, which is permanence, which is inheritance. One is a living room where women find support. The other is a memorial hall where his community gathers to run his race.
But they do share a gold. When the WIH logo's gold and the JRMC crest's gold were measured side by side, they turned out to be the same color — 1° apart in hue, indistinguishable to the eye. Kelley's ministry mark and Justin's memorial crest were painted in the same gold without coordination. In co-branded materials, that shared gold is the quiet through-line. The teals differentiate. The gold unites. That is the design, and it was already there.
Teal — 19° apart
WIH · #6FA89C
JRMC · #2C5B62
167°
188°
WIH leans green; JRMC leans blue. Lighter vs deeper; softer vs cooler. Cousins, not identical.
Gold — a remarkable accident
WIH · #B8A06A
JRMC · #B49D6D
1° · INDISTINGUISHABLE
Painted in the same gold without coordination. The quiet through-line in every co-branded surface. Do not engineer this away.
When both brands appear in the same piece
A program, a co-branded post, the WIH dedication on the JRMC site — both teals may appear together. JRMC's evening teal as the surrounding surface; WIH's daylight teal as the ministry accent. They belong together. They are not the same thing.
Contrast — the floor is WCAG AA
Pairing
Ratio
Use
Status
--ink on --cream-base
~12 : 1
Body text on plaques
✓ AAA
--cream-highlight on --teal-ink
~11 : 1
Body text on page
✓ AAA
--cream-highlight on --teal-abyss
~13 : 1
Deepest surfaces
✓ AAA
--gold-base on --teal-ink
~5.8 : 1
Eyebrows, citations
✓ AA
--gold-base on --teal-abyss
~7.0 : 1
Eyebrows, rules
✓ AAA
--gold-base on --cream-base
~2.6 : 1
Decorative tracked caps ≤12px only
✗ Body-text prohibited
--cream-highlight on --cream-base
~1.4 : 1
—
✗ Prohibited
04Typography
Five faces. Five jobs. No sixth face.
Each face has exactly one role. The warmth of the brand comes from Lora and the cream — not from cursive typography anywhere in running text.
Hope
Let us run with perseverance
Aa–Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz · 0 1 2 3 4 5 6 7 8 9
"Serving others… I always feel something amazing in my heart and soul. Making a difference."
Justin rallied people into real connection. Not a squad, not a crew — connection. Specifically. The kind that looks a person in the eye and names, out loud, what they bring to a room. That is the voice the paragraphs aim for.
Italic 500
The quick brown fox jumps over the lazy dog.
A Tribute, Not a Funeral
300 / 400 / 500
Nav · Buttons · Eyebrows · Data labels · Form fields
Founded by Justin & Kelley Ramsey
An italic with ceremony — used only when the moment asks for it, never as a default body italic.
Rally for Ramsey
Reserved solely for the crest panel. Do not set additional copy in Dancing Script on any digital or printed surface.
Type scale — fluid
fs-display · 64→104 Covers only · 1 per doc
Cover headline
fs-memorial · 32→57 Cover subtitle · paired with fs-display
Memorial label
fs-h1 · 44→80
Pillar word
fs-h2 · 32→52
Section title
fs-h3 · 24→32
Subsection title
fs-h4 · 20→24
Card title
fs-lead · 18→20
Intro paragraph, first breath of a section.
fs-body · 16→18
Body paragraph copy — this is where Lora lives.
fs-sm · 14→15
UI label / small body
fs-xs · 12→13
Tracked caps eyebrow
A note on the cover's inverted stack — eyebrow → memorial label → display. Covers read bottom-heavy on purpose: the tagline carries the weight, the memorial label names the document, the eyebrow names the institution. Body pages follow the conventional top-heavy ramp (section title → lede → body).
Typographic patterns
Pillar 01
Hope
Justin carried a deep and unwavering hope. Not the soft, wishful kind — the kind that shows up in a hospital room, in a hard conversation, in a first serve on a cold October morning.
"Hope is not passive. It is lived."Justin Ramsey
Section header
Run his race with us.
One Saturday in October, Justin's people gather — paddles in hand, stories loaded, cause clear. A tournament. A tailgate. A ministry strengthened. The institution extended by one more year.
05Voice & Tone
Gravity and joy — never one without the other.
JRMC is a memorial brand, not a fundraiser brand. Short, considered sentences. Specific, not general. Past tense when honoring; future tense when inviting.
Reflective
Memorial weight. Short, considered sentences. Leave room between them.
Past + Future
"Justin lived this way. Now we carry it forward."
Plainspoken faith
Christ-centered, conversational. No churchspeak. No toxic positivity.
Celebratory
A tribute, not a funeral. People gather because they loved him.
Specific
Justin encouraged people specifically, not generally. The brand honors him the same way.
Tense rules
Context
Tense
Example
Describing who Justin was
Past
"Justin carried a deep and unwavering hope."
Describing what the event does
Present
"We rally together for him."
Describing what continues
Future
"His legacy will outlive any one cause."
Scripture & Justin's own quotes
As written
Never paraphrase.
Do / Don't
Do
- Justin rallied people into real connection.
- We run this race for him.
- Hope is not passive. It is lived.
- 100% of net proceeds benefit Waiting in Hope.
- Year One.
- Short sentences. Two or three beats. Then one longer.
Don't
- Justin brought the squad together.
- We're throwing this event in Justin's honor.
- Hope is a beautiful gift from God to treasure.
- Proceeds go to Kelley's ministry.
- Inaugural event.
- Run-on sentences that try to do everything at once and hedge every point.
How to reference Justin
First reference. Justin Ramsey.
Subsequent. Justin.
Never. "The deceased." "In memoriam of." "Late Justin Ramsey." "Our fallen friend." "Justin's passing" as euphemism inside JRMC copy.
He is not being mourned here. He is being honored and extended.
How to reference Waiting in Hope
First reference. Waiting in Hope Ministries.
Subsequent. Waiting in Hope. Use "WiH" only in abbreviated nav.
Relationship. "Justin co-founded Waiting in Hope with his wife Kelley." Always name Kelley.
Never. "WIH is JRMC's charity partner." The relationship is deeper than that.
06Rhythm & Motion
Calm over flashy.
This is a memorial brand. Motion is ceremonial, not performative. Animate once, trigger at 25% into viewport, and always respect reduced motion.
Spacing scale
--space-1
4px
--space-2
8px
--space-3
12px
--space-4
16px · base
--space-5
24px
--space-6
32px
--space-8
48px · section internal
--space-10
72px · section padding (mobile)
--space-12
96px · section padding (desktop)
--space-16
144px · major separators
Content widths
Reading column
62ch · enforced
Section content
1080px centered
Plaque
920px centered
Motion principles
Calm over flashy
cubic-bezier(0.22, 1, 0.36, 1) · 400–700ms
Memorial brand. Motion is ceremonial, never performative.
Fade up, not slam in
opacity 0→1 + translateY 20–30px→0
Dignified entry. The reader settles before the next beat.
Animate once
toggleActions: play none none none
Memorial content does not perform repeatedly.
Respect reduced motion
prefers-reduced-motion: reduce → all off
Non-negotiable. No scroll-scrubbed video, no micro-interactions.
What we do not do
- Parallax for decoration
- Scroll-jacking
- Autoplaying audio, ever
- Reveal animations on CTAs
- Looping micro-animations on static content
- Gradients that cross more than two palette colors
07Imagery
Afternoon, not brochure.
Hands, faces, moments — not posed team photos. Mid-laugh, mid-rally, mid-embrace. Never mid-handshake. Warm natural light, golden-hour bias, desaturated rather than over-saturated.
Placeholder · 01
Paddle in hand, mid-rally. Golden-hour bias. Shadows lifted. No stock.
Placeholder · 02
Tailgate warmth. Faces, not crowds. Mid-laugh, not mid-handshake.
Placeholder · 03
Hands, cause, ministry. Greens and teals emphasized; yellows preserved.
Iconography
- System. SVG only. No PNG. No emoji as structural UI.
- Style. Line icons, 1.5–2px stroke, rounded caps.
- Color. --accent-gold on dark · --ink on cream.
- Sizes. 16 / 20 / 24 / 32 / 48. No arbitrary.
Textures & patterns
- Paper grain. 3–5% noise on cream surfaces only.
- Gold rules. 1–2px, 40–80px decorative length.
- Laurel marks. Echo the crest sparingly; WIH dedication and scripture moments only.
- Prohibited. Hard gradients, neon, glowing buttons, "startup" shadows.
Never photograph Justin without explicit family approval. The brand will specify when and how his likeness appears.
08Accessibility
The floor — non-negotiable.
If any of these fail, ship is blocked.
Contrast
All body text meets WCAG AA 4.5:1. Large text (≥24px, or ≥18.5px bold) meets 3:1. See contrast table in Section 03.
Focus states
Minimum 2px outline in --accent-gold or --cream-highlight, surface-dependent. Never outline:none without a replacement.
Keyboard
All interactive elements reachable via Tab in visual order. Modals trap focus and restore on close.
Reduced motion
prefers-reduced-motion: reduce disables all entrance, scroll-scrubbed, and micro animations.
Text scaling
Layout does not break at 200% browser zoom.
Alt text & labels
Meaningful images have alt text; decorative have alt="". Every input has a visible <label>. Placeholder is never a label.
09Governance
Who owns this document.
The Ramsey Family is custodian. Substantive changes — palette shifts, new fonts, voice direction, co-branding rules — require their sign-off.
Patch · 1.x.y
Typo fixes, clarifications, adding contrast measurements. Anyone proposes; custodian approves.
Minor · 1.x.0
New patterns, new components, voice rule additions. Custodian approves.
Major · x.0.0
Palette, fonts, or voice direction shift. Full review; Kelley consulted when co-branding rules change.
Open items · must resolve before ship to Kelley
01 · Confirm crest final file. The current deployed crest is rasterized. A vector SVG is required for signage, merch, and print. Flag as asset gap.
02 · Secure photography. At least one editorial-quality photo of Justin for the dedication plaque moment, approved by Kelley. Until then, the plaque remains typography-only.
Quick reference card
Palette
Teal #2C5B62 · Cream #D7C9AD · Gold #B49D6D · Page #1E3B44 · Ink #1C1C1C · Ivory #EEE4C3
Fonts
Playfair Display display · Lora body · Montserrat UI · Cormorant italic accent · Dancing Script (crest only)
Voice
Reflective. Plainspoken. Gravity + joy. Past for Justin. Future for what continues. Specific, not general.
Three words
Hope · Rally · Serve
Document
Brand Bible · version 1.0 · draft for review
Custodian
Ramsey Family
Date
April 17, 2026
End of Brand Bible v1.0 — run with perseverance the race marked out.