flux 35 branding business

8/7/2019 Flux 35 Branding Business

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flux



flux

Table of Contents

Mission statementObjectives

Keys to successExecutive summary

Venture history Venture description Venture organization

Venture market Venture operations



4 business

Flux35 is a leader in providing innovative interior design/ architectural services to our customers by creating a successful partnership with them throughout the design process. We aim to ensure the longevity of our company through customer satisfaction, by exceeding the expectations of our clients. Our mission is to continue offering thehighest level of professionalism, honesty, and integrity to our clientele.

mission statement

keys to success

objectives

executive summary

venture history

•Provided the highest quality of interior design/architecture consulting experience possible.•Retain clientele to generate repeat services and initial referrals.•Utilizing a diverse staff of architects and interior designers in order to provide a wide variety of design styles.•Maintaining an array of local and international connections.

The objectives for the first three years of operation include:

•Develop an architecture/interior design agency that will grow to profitability within year two.•Create a company whose primary goal is to exceed customer’s expectations.•Create a firm that provides the target customers with valuable services and provides the owner with a

flexible, creative, fun, and profitable business opportunity.•Creating new niche in market by Year 4 of three dimensional construction documents and interactive digital

presentation to clients.

Flux 35 is a PA venture between that specializes in architecture/ interior design services for commercial and corporateoffice, hospitality, government, residential, and retail projects based out of Greensboro, NC. The firm focuses itsefforts on client satisfaction, while serving as an instrument for economic growth. Through the use of technologically advanced processes, Flux 35 provides increased value for clients and enhanced design. The clientele we are seeking are segmented into the following categories: contractors, developers, government, and homeowners. After 10 years of successful practice, the firm is in a mature, yet ever evolving state of development. Flux 35’s uniqueness stems fromits innovation and design prowess. The firm’s current proprietary rights are our intellectual property, relative to ourdesigns previously created, as well as currently evolving projects.

Flux 35 was formed in 2001 as a result of the collaborative efforts of fellow UNCG Alumni. After winning numerousdesign excellences awards in school, Flux 35 emerged from a collective of pre-existing friendship of talented designers.

Following the completion of multiple successful interior design projects together in school, Flux’s partners Dasso,Willis, and Linn decided to form a firm. What followed was innovative projects that caught the eye of the public worldwide. Marketing promotion has been driven by word of mouth promotion, as well as the reputation earned via positive press.



business

Flux 35 is in the business of designing buildings, interiors, and everything that falls under the category of builtenvironment. After 10 years of successful practice, the firm is in a mature, yet ever evolving state of development.Flux 35’s uniqueness stems from its innovation and design prowess. The firm’s current proprietary rights are ourintellectual property, relative to our designs previously created, as well as currently evolving projects.

venture description

venture organisationFlux Thirty-five is an Architecture and Interior Architectural Design Firm established as a PA, (professionalassociation). Principal designers are: Brittany Dasso, Tiffany Garber, Kurt Huizenga, Jeff Linn, and Kristen Willis.

Principal’s biographies and credentials are as follows:

Brittany Dasso graduated from UNCG with a degree in Interior Architecture in 2012. She is a partner in the firmFLUX 35. When working on the project for Stockholm, Sweden she primarily focused on model making and formmaking. She worked in furniture and product design, and also focused on residential interior design. She has a focuson sustainability and biomimicry.

Tiffany Garber has 10+ years of professional experience in the design field. Starting as a college graduate from theUniversity of North Carolina at Greensboro in Interior Architecture. From there she went straight into HauteDesign located in Charleston, SC. Over the course of her next 3 years there she had much experience working withnot only residential interior design, but commercial including small local banks, health care and retail design. Shealso specialized in hospitality design during her time there. After leaving Haute Design she transferred to Archerand Buchanan Architecture Firm where she worked for the next 5 years on many Historical preservation projects forprivate residences as well as commercial work on higher education projects and continued her specialty in hospitality design. During her time at Archer and Buchanan she received her NCIDQ as well as LEED accreditation. She hasnow been at Flux 35 for the past 2 years and has continued to show exceptional work for our team in not only herspecialty of hospitality design, but all over the spectrum as well.

Kurt Huizenga specializes in GSA projects and has been a practicing architect for the past ten years. He has been a member of the Flux 35 team heading up the GSA division for the past two and continues to build the foundation of

Flux 35’s GSA program.

Previously working for the Bjarke Ingels Group, he was a principal member of their team developing experimentalarchitectural solutions for environmental design. This experience allows him to bring a new, innovative approach toGSA services and is reshaping the direction of Flux 35’s sustainability programs.

Kurt graduated from the University of North Carolina at Greensboro in 2011 with an undergraduate degree in interiorarchitecture, and has continued his education at The Catholic University of America earning masters degrees inarchitecture and urban planning in 2016.

With 15 years of practice, Principal Jeff Linn brings award winning ideas to Flux 35. Inspired by the natural world andhow humans relate to it, Linn has an eye for innovation. Blurring the boundaries between interior and exterior, anddaring to question the status quo, Linn’s work for Flux 35 is driven by his ability to build on precedents set by thepast in order to design for the future. Linn has dedicated his work with the Flux 35 design team to creating iconicmonuments of architecture that stand the test of time.

Kristen Willis received her Bachelor’s Degree in Interior Design from UNCG where she graduated Magna CumLaude. As an undergrad, she served on the Interior Architecture Professional Advisory Board [1999-2003] She then

went on to receive her Master’s in Architecture at NC State University. Upon graduation, she was offered a job atHMC Architects in Los Angeles, CA where she worked for 5 years. In her last two year’s at the firm she served asa project manager of the interiors studios. In 2007 she was awarded Designer of the Year when she entered intoand won the Mecklenburg Pro-Design Competition amongst 500 other talented designers. In 2008, she received



6 business

Market competition analysis - see attached US MARKET RESEARCH document.

Major competitors include but are not limited to: Tertia Design Studios, Trace Ink, Helix Design, as well as a

variety of other firms from Austria, Denmark and the United Kingdom. Some of these firm’s strengths come fromtheir background in interiors as well as their global perspective of design. Flux 35 distinguishes itself from thecompetition via its innovative approaches to merging interior and exterior environments.

Flux 35 operates on an annual budget of $500,000. Ten percent of annual gross profits are dedicated toreinvestment in bidding on new projects, marketing and promotional opportunities, as well as market research anddevelopment.

Within the next three years, we expect to reach $102,000 on the first year and increase to $500,000 by the third year of operation. We will be profitable within three years of starting. The most significant challenges ahead include securing a suitable location, establishing the initial client base, and

ultimately positioning the firm to be able to have a presence in a larger, global market. This business plan outlines the objective, focus, and implementation of this start-up firm.

venture market

venture operations

the National Interior Design Award for “exceptional and exemplary work in interior design.” She is currently a practicing interior designer at architectural/interior design firm FLUX35 in

Greensboro, NC where she is one of 4 principals. She has adapted to many aspects of design as her range of expertise varies from interiors to landscapes. She is a member of AIA, ASID, IIDA, and is LEED Accredited.

-Key support groups for the Flux 35 design team include the following Junior Designers: Charese Allen, Young Moon, Katie O’Boyle, Tristan Olarti, and Brittany Styles.

-Marketing and branding services for Flux 35 are handled exclusively by global firm, EYE ARC 451. Accountmanagers and creative directors for Eye Arc 451 include: Michelle Bodon, Brianna Cerame, Hannah Daugherty,Kevin Lahti, Alyssa Thrower, and Missy Wicker.



business

Flux 35’s startup costs were initially financed by each of the firm’s founding principals in 2001 when the firm wascreated. The five founding partners each brought an equal investment of $100,000 to finance the company’s firstthree years of operation. Since the start-up costs have been recovered, Flux 35 operates on a 6 equal shareholdermodel for any annual net profits. Each partner receives a full share, while the remaining sixth share is dividedamong the firm’s junior designers on a seniority basis.

Architectural Services Industry Analysis - see attached INDUSTRY FINANCIAL DOCUMENT.

venture fnancing



flux

Branding Guidelines



1branding

headings

footers

For all documents of correspondence branding is tobe used in the fullest. Withalternatives for black and white,personal stationary, and any otheraspects in which colour is not

availiable or cost eective.

On the footers of any page thestandard footer should be used, if there are multiple pages, a pagenumber should be issued to thedesignated area.

1. standard header

1. standard header

2. personal stationary

2. personal stationary

3. black and white header

3. black and white header

1

1

1

page numbebranding



12 branding

typography

helvetica neue ultralight

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789!@£$%#^&*()

this sample of headline text

This Sample of Headline Text

this is a sample of annotation/subtext

this is a sample of annotation/subtext

headline option 1

all lesser case

helvetica neue ultralight18

headline option 2

normal title case


annotation/subtextoption 1

lower case


annotation/subtextoption 2

lower case

helvetica neue ultralight 8

for titles andheaders helvetica neue has beenselected due to itsmodern style andease to read. In

all cases kerning should be set to+5 to improvelegibility at smallersizes.

Helvetica neueultralight has alsobeen selected for intext annotations.In these casesthe graphic style

should still befollowed.



1branding

typography

hoeer text

ABCDEFGHIJKLMNOPQRSTU-

VWXYZabcdefghijklmnopqrstuvwxyz

0123456789!@£$%#^&*()

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis eratturpis. Proin et fringilla tellus. Sed scelerisque sodales nulla quis iaculis.Vivamus turpis orci, congue vitae adipiscing in, bibendum sodales nisi.Maecenas neque diam, aliquam id eleifend sed, tincidunt facilisis nibh.Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. In varius sagittis augue, ut mollis nisl consecteturnec. Proin consectetur est sed nisl dictum placerat. Proin convallis rutrumdignissim. Maecenas rhoncus ornare lectus ac iaculis. Morbi luctus nulla id est aliquam sodales. Aenean sed aliquam eros. Aliquam auctor sagittissapien, in faucibus turpis molestie sed. Etiam tristique facilisis turpis id

vestibulum. Curabitur eu dui in nisl ullamcorper placerat. Nam semperrisus justo, vel dignissim elit. Duis eu ante et leo volutpat consectetur necnon dui. Phasellus fringilla pulvinar congue.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer quis erat turpis. Proin etfringilla tellus. Sed scelerisque sodales nulla quis iaculis. Vivamus turpis orci, congue vitae ad-ipiscing in, bibendum sodales nisi. Maecenas neque diam, aliquam id eleifend sed, tinciduntfacilisis nibh. Pellentesque habitant morbi tristique senectus et netus et malesuada fames acturpis egestas. In varius sagittis augue, ut mollis nisl consectetur nec. Proin consectetur estsed nisl dictum placerat. Proin convallis rutrum dignissim. Maecenas rhoncus ornare lectusac iaculis. Morbi luctus nulla id est aliquam sodales. Aenean sed aliquam eros. Aliquam auctorsagittis sapien, in faucibus turpis molestie sed. Etiam tristique facilisis turpis id vestibulum.Curabitur eu dui in nisl ullamcorper placerat. Nam semper risus justo, vel dignissim elit. Duiseu ante et leo volutpat consectetur nec non dui. Phasellus fringilla pulvinar congue.

body text option 1

normal case

hoeer text 10

body text option 2

normal case

hoeer text 8

For body typehoeer text hasbeen selected forits, serifed fontgiving excellentcontrast of shape

style to helvetica neue.

It has beenreserved for body text of phamphletsor letters, orother text basedapplications.



14 branding

fluxjohn smith | principle

business cards

Business cardsissued to associatesof ux 35 willfollow a consistentoutline asillustrated. front side

reverse

name/title

portrait

branding

qualifcations/contact

j s m i t h @ f l u x 3 5 . c o m g r e e n s b o r o | n o r t h c a r o l i n a

A I A , R I B A , L E E D 3 3 6 . 5 6 7 . 1 2 3 4

flux 35 branding business

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