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BRAND GUIDE

Company Background

Target Audience

Brand Voice

Typography

Colours

Imagery

Logo

Branding in Application

Moodboards

Connect With Us

1COMPANY BACKGROUND

Mission Statement Values About Us

Realize the potential of your space.

At Entelechy, we seek to understand your needs so that we may work with you to design a unique space that is a tailored blend of professionalism, aesthetic, and an atmospheric presence to reflect the brand.

We work hard to cultivate relationships because it’s about connecting with and exploring the meaning behind your brand in order to produce a visual message to your clients about who you are.

COMPANY BACKGROUND

Mission Statement

Values

+ BESPOKE

tailored to your unique needs and desires to design a space that is an outward expression of your brand

+ VIBES

+ CURRENT

we keep tabs on what is new and trending to give you style that is fresh and exciting

it’s not about finding the most expensive or quirky pieces but rather creating a visual representation of a mood + energy

+ CONNECTIONS

+ DIVERSE

staying on trend also means exploring design that is appearing globally to add a dash of uniqueness

we understand the value of building a rapport with you so that you know you’re putting your trust into the right hands

About Us

Connection-based collaboration is at the forefront of Entelechy.

We believe that our relationships create the basis of our work.

We design in a way that fosters space for open and honest communication.

We uphold ourselves to the highest standards to deliver a final design that is successful in its execution and fulfills the desired visual and atmospheric feel.

We seek to design your space to define your brand.

Come collaborate with us.

COMPANY BACKGROUND

Target Audience

Personas

2TARGET AUDIENCE

Target Audience

The target audience is directed towards any gender of milennials in Ontario who have either recently graduated post-secondary education or are looking to start a new business and require a store front / brick + mortar. More than that, they want to create a visual identity for their brand to send a message and make a statement. They aren’t interested in just expensive and boujee furniture or wallpaper, but rather the feel/vibe/mood of the place. It’s about connecting with their clients and creating an energy and atmosphere that builds connection and establishes trust.

They value creativity, efficiency, professionalism, building a rapport, keeping up with trends but also having awareness of global aesthetics / style, and continuous education and growth. This audience is interested in art and aesthetics that elicit a vibe/mood and create an environment which is inspirational, motivational, and inspiring.

This target audience wants to build this connection with the designers of their space, so that they can trust their expertise when there is a rebrand, or simply needs freshening up after a certain amount of time or trends have passed / come. This relationship can lend itself to this audience to use this service for their personal spaces or recommend it to others.

They are people interested in personal expansion and growth, business and consumer-oriented but in an emotional way and are excited by newness in technology and trends.

TARGET AUDIENCE

Personas

KIDA

+ single and thriving; loves to thrift on weekends; looks for bespoke clothing pieces to add a pop of uniqueness into her business-casual look + enjoys spending time on social media, updating her personal fashion fits page, as well as collecting vintage fashion look books, magazines and posters; is big into recycling and repurposing

+ lives in downtown Toronto

+ looking to create a small but spunky storefront for her side-business that has grown and begun establishing itself; a consignment shop

CALEB + THOMAS

+ super busy new parents; are very excited at the prospect of their new addition and their growing family; recently moved into their first house and don’t have time or know-how on styling

+ they don’t look at prices when shopping, they just want what’s the best product no matter the cost; do majority of their shopping for all things online (groceries, clothing, etc.)

+ enjoying meeting their new neighbours and making friends with other parents

+ live in Waterloo, in a residential area near the school their child/ren will be attending in the future

+ Caleb is a nurse and Thomas is a remote coder working from home

Personas

+ super social and extroverted musician with a small, local band; spends time playing music at bars, attends tons of live music shows + events, and frequents pop-up, local vintage markets

+ took over family business (a music shop, specializing in guitar sales and repairs); is looking to refresh the current aesthetic + style of the shop to be a unique blend of vintage and modern minimalism

+ isn’t a huge consumer however values in-person shopping to be able to chat about his purchases

+ lives in downtown Kitchener

+ his wife does all his shopping because he isn’t concerned with staying/following trends as he’s very busy, but understands the value of it

+ young lawyer who recently joined a group of 4 others at a consulting firm

+ the group has moved into a new office space and is looking to create a simple, clean aesthetic that has a touch of homey and welcoming mood

+ lives in Brampton

+ spends his time working on cases (very focused on work), is introverted and enjoys staying in with his wife, or visiting with family and friends on a monthly-basis

ALLAN FRANKLIN

TARGET AUDIENCE 11

3BRAND VOICE

Brand Voice

BRAND VOICE +RELIABLE

+INNOVATIVE +EVOLVING

+AUTHENTIC +INFORMED