Personality and style

BRAND ARCHETYPES How we’re inspired

Our brand archetype serves as the internal inspiration and anchor for the brand that subconsciously reinforces our core purpose and values to potential audience.

Our Verbal and Visual Strategy merge and refine these metaphors into a related concept that accurately evokes major elements of your brand.

We’re inspired by

THE ARTIST THE ARTIST + + THE NURTURER

The Artist The artist symbolizes people who exist to create something of enduring beauty and value.

The Artist brand archetype is a visionary, non-conformists and authentic. The Artist has the desire to craft something meaningful and special. They love new ideas and make things happen. The Artist gets deep satisfaction from both the process and the outcome of creating something that did not previously exist and therefore a natural fit for many marketing, design, and technology brands.

The Artist relates to our values of vision and passion and supports our purpose of using artistry to filter light and frame spaces that capture an aesthetic and deliver an experience. As the Artist, our knowledge of pattern and attention to detail ensures we deliver a combination of beauty and function.

HOW WE USE THIS INSPIRATION

We use bold, dynamic language to capture attention and communicate our passion.

We communicate our roots in sculpture and our commitment to artistic integrity to instill a sense of authenticity and mastery.

We use a charming, and delightful tone of voice to create allure and charisma.

The Nurturer The Nurturer symbolizes people who help others feel appreciated by providing for their needs.

The Nurturer cares about the well-being of those around them, never compromises when choosing the best options for those in their care, and anticipates people’s needs before they are even aware of them. They take time to research the facts before making decisions and champion positive results in the lives of others by actively encouraging people to make good choices.

The Nurturer relates to our values of design integrity and collaboration, and supports our purpose of creating places where people want to be, connect, and make memories— places where people can thrive. As the Nurturer, we put care and thought into every experience with our clients to develop special partnerships.

HOW WE USE THIS INSPIRATION

We use inclusive, welcoming language that speaks to clients and customers as fellow collaborators and essential to our process.

We communicate how the knowledge and support our team offers can support clients in achieving successful outcomes.

We emphasize our commitment to creating products that are dependable, environmentally aware, and beneficial to the communities and people they serve.

Elegant but not Ornamental

REFINED, POLISHED, EFFORTLESS

Captivating but not Conceited

DELIGHTFUL, CHARMING, WELCOMING

Masterful but not Overly Technical

KNOWLEDGEABLE, AUTHORITATIVE, SOPHISTICATED

Confident but not Cocky

PASSIONATE, BOLD, CHARISMATIC

Organic but not Aimless

NATURAL, DYNAMIC, AUTHENTIC

STYLE KEYWORDS Our brand personality

These traits represent our core characteristics and style of doing business. Our style keywords help guide our look and feel.