Flydays | Present Day. Future.

Flydays is an Irish schoolwear company reinventing uniforms to put children and families first. Instead of rigid, institutional clothing, it designs uniforms that are comfortable, stylish, and ethically made, built with both intelligence and care.

We’re giving Flydays more than branding — we’re giving it a soul and system to grow with, making it the first truly modern schoolwear brand in Ireland.

Proposal

  • Full Price: $36K → Offered at 50% Off = $18K
    A full strategic brand system rooted in Shade Tactics™—soul, strategy, shadow, and system.

    • Deliverables: Archetype Identity Codex, brand architecture, positioning, messaging, visual hierarchy, persona mapping

    • Timeline: 8 weeks (proposed timeline)

    • Investment: $18,000

    • Payment Terms: 12 monthly payments of $1,500

  • All front-end creative support for the Shopify launch.

    • Deliverables: Curated front-end design, visual wireframe, website copy, product descriptions, supporting graphic art direction, app guidance

    • Timeline: 3–4 weeks

FUTURE.

  • Ongoing creative partnership to support brand expansion and operational excellence.

    • Deliverables:

      • B2B/B2C/DTC Sales Assets (Pitch decks, admin documents, catalogs,etc)

      • Product & Design Support (Technical design, USP development)

      • Content Strategy (Creative direction, AI content integration via Qreal)

      • Social Media Strategy (Lite)

      • Email Marketing Strategy

      • SEO + Blog/Backlink Roadmap

      • Weekly Meetings (Jona + Raina)

PRESENT DAY.

Paperwork

MNDA

A legal contract between two (or more) parties where each side agrees not to share the other’s confidential information with outsiders. It’s different from a standard NDA (Non-Disclosure Agreement), which is usually one-way (only one party is bound). An MNDA is two-way, so both parties protect each other’s information.

MSA

A contract that sets the overall framework for how two parties will work together. Instead of negotiating terms (like payment schedules, liability, ownership of work, confidentiality, etc.) every single time you do a project, the MSA establishes the “rules of the relationship” upfront.

SOW

A detailed document that sits underneath a broader contract (like an MSA). While the MSA sets the overall rules of engagement, the SOW spells out the specific project or engagement details.

Shade
Tactics

What’s Included in Shade Tactics 8-bit

Artifact 001 | Shade Discovery Report

Competitive Mapping (market and competitor analysis)
Founder Shade Analysis
Shade Profile: Brand’s Archetypal Structure

Artifact 002 | Archetype ID Codex

Foundational Shade Strategy
Detailed archetype traits for each placement
Psychological translation into positioning & identity

Artifact 003 | Visual ID Index

Logo | Color Palette | Type Hierarchy | Visual ID
Subconscious cues & design psychology (color theory, shape psychology, propaganda techniques, art history influence)

Artifact 004 | The Brand Cautionary

Behaviors, visuals, and messaging styles to avoid
Marketing methods that break brand integrity
Darkling boundaries (Brand’s Shadow traits)

Artifact 007 | The Experience Manual

Love Languages + Attachment Theory
(what will keep them)
Attraction rules (what will get them)

Artifact 010 | Identity Archive

Logo files (various formats)
Typography (files & licensing and/or custom type)
Color palettes (with codes)
Iconography sets | Any custom design assets

Artifact 005 | Verbal ID Index

Brand story structure | Narrative arcs | Messaging pillars
Tone guidance (formal, playful, serious, etc.)
Colloquial Language | Brand psyche connection points

Artifact 008 | The Lexicon

Brand Voice Definition | Tone variations by platform
(social, website, email, packaging, etc.)
Taglines, slogans, key phrases
Do / Don’t lists for language

Artifact 011 | The Brand Canon

Volume I: Visual & Verbal (logos, typography, tone, language)
Volume II: Marketing (channels, creative guidelines)
Volume III: Foundation (philosophy, values, positioning)
Volume IV: The Cautionary (don’ts, marketing methods to avoid)
Volume V: Customer (personas, CX, loyalty principles)

Artifact 006 | The Brand Doctrine

Core foundation & belief system
Brand philosophy |Mission & Reason for being
Value statements | Positioning statement

Artifact 009 | The Customer Directory

Customer archetype profiles
Personas (demographics, psychographics, habits)
Spending habits, decision drivers
Echo profile (The Brand Mirror)

First Invoice Due on September 15, 2025 Invoice Link Click Here

Welcome to the Future.

The PDF Group (Present Day Future) started in Southern California in 2020. Born in chaos, built on clarity. Brands don’t just need a personality—they need a soul.

We’re a brand and product strategy firm. We create systems, identities, and products that evolve. Marketing, product development, creative direction, content—end to end. At the core is Shade Tactics, our framework built on archetypes and psychology. It gives brands a psyche. It makes them human.

Most agencies build brands that tell a story. We build brands that are alive. Brands that adapt, shift, and grow. Our philosophy: evolution is the only constant. A brand is not a campaign, a logo, or a tagline. It’s a psyche—capable of change, contradiction, and growth.

We create brands that think. Brands that act. Brands that feel like people. Because brands are people. Massive shifts are coming. What worked ten years ago won’t survive what’s next. Are you ready? The future will not wait.

Meet the Team

  • Jona Grey

    FOUNDER | HEAD OF PRODUCT

    jona@thepdfgroup.com

    Harlequin | Artist | Dreamer | Warrior | Wallflower

  • Raina (Birdie) Dayne

    PARTNER | HEAD OF BRANDING

    birdie@thepdfgroup.com

    Alchemist | Philosopher | Dreamer | Warrior | Artist

  • Lvlian (Louie) Dahlberg

    THE INTERN

    louie@thepdfgroup.com

    Philosopher | Mother | Warrior | Muse | Dreamer

  • Willow Dayne

    THE CAT

    The cat is unable to respond through email correspondence at this time.

Projects that might interest you.