Modul | Present Day. Future.Modul Nails is a beauty startup reinventing press-ons with a patented modular nail system that lets users securely click styles on and off for comfort, reuse, and versatility.
Next steps: Modul should partner with The PDF Group to turn Shade Tactics Lite into a full brand engine—strategy, packaging, web, and creative direction—delivered by partners invested in your long-term success.
Proposal
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Shade Tactics Extended
A full brand strategy system that defines Modul’s psyche, archetypes, customer resonance, and guardrails for long-term growth.
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Consistent touchpoints to keep alignment, adjust strategy, and keep execution moving. Short, sharp, and efficient.
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A complete multi-SKU packaging design framework with dielines, production files, and marketing-ready 3D renders.
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Full front-end and back-end e-commerce website design and build, optimized for scalability and user experience.
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Ongoing strategic and creative partnership through monthly consulting, campaign oversight, and brand advisory.
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A visual playbook that sets the standard for campaigns, lifestyle imagery, and social content. Designed to elevate Modul into a lifestyle brand with cultural weight.
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Concept, messaging, and creative direction for Kickstarter fulfillment launch and post-launch marketing.
What’s Included in Shade Tactics 24-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)
Positioning “redlines” (where not to play in market)
Artifact 007 | The Experience Manual
Love Languages + Attachment Theory
(what will keep them)
Attraction rules (what will get them)
CX Guidelines
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)
Projects that might interest you.
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The Bomb Co
Campaign Direction, Brand Strategy.
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One Love
Physical Experience Design, Marketing.
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Starbucks
Product Development
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Museum
Brand Strategy
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Halo Top
Packaging, Brand Strategy
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FIIX Gum
Brand Strategy, Web Development, Product Development, Packaging
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
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Jona Grey
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Raina (Birdie) Dayne
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Josh Patterson
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John Harman
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Lvlian (Louie) Dahlberg
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Willow Dayne
THE CAT
The cat is unable to respond through email correspondence at this time.
Next Steps.
Discuss Services
Sign MNDA, MSA & SOW
Live long and prosper!