House of ESTR | Present Day. Future.

House of ESTR is a medspa and beauty brand built as a sanctuary, not a solution. Where most of the aesthetics industry pushes perfection, urgency, and comparison, ESTR reframes beauty as restoration. It exists to affirm that softness is strength, self-worth is sacred, and belonging is the highest form of beauty.

House of ESTR doesn’t just offer services—it reshapes the narrative of beauty.

Receipts

  • Receipt of Services
    Client: House of ESTR
    Date: August 23, 2025
    Receipt #: 001

    Description of Services

    • Botox and Lip Filler — $1,146.00

    Total Value of Services: $1,146.00
    Payment Method: Applied against service credit

    Credit Balance

    • Starting Credit: $7,000.00

    • Amount Applied (this invoice): $1,146.00

    • Remaining Credit Balance: $5,854.00

    Notes:
    This receipt confirms that $1,146.00 in services has been provided and applied against the client’s $7,000 service credit balance.

Receipt of Services

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)

Next Invoice Due on September 1, 2025 Invoice Link

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.

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