Our BRAND FOUNDATION

Purpose & Forward

Brands are built on consistency — and consistency is the #1 rule of branding.

This document is our brand’s cornerstone. Think of it as a crystal-clear guide etched in glass — not to be altered lightly, not to be interpreted freely. It defines the essential elements of who we are, how we operate, and what we promise. Every decision, message, experience, and initiative we put into the world starts here.

Why? Because Brand = Culture.

This isn’t just for marketing. It’s for operations, hiring, service, leadership, and every touchpoint in between. It ensures that everyone — from leadership to new hires to partner companies — is aligned, integrated, and rowing in the same direction.

New team members, take note:

Your fresh perspective is welcome, but making your “personal mark” should never come at the cost of brand clarity. This foundation is your map. Follow it first, evolve it later — with purpose, not ego.

The CEO is also the CBO: Chief Brand Officer.

It’s their job to protect this foundation and hold everyone accountable to it. If our brand slips, our business slips with it.

“Just when people inside your organization are getting bored of your brand message, your target market is just starting to notice it.” — Ted Matthews

It takes 20 years to build a brand — and five minutes to lose it.

A brand must be strongest when under its greatest threat.

This document is how we stay strong.

Brand Name

Avolv

Core Purpose - Why we exist

To help people evolve — within themselves and in the environments around them — toward clarity, harmony, and aligned living.

Vision - Where we are going, and how we'll know we're there.

To be recognized as the brand that improves lives through quality, simplicity, and alignment — from the inside out.

Mission - What we do every day to get there.

To guide meaningful transformation in people’s lives and environments — through design, coaching, and clarity-driven strategy.

Values - What we believe in; our principles.

Harmony

Creating balance between people and their environments — where form, function, and feeling align.

Clarity

Designing with intention to eliminate chaos and uncover what truly matters — in yourself, your environments, and your life.

Energy

Guiding flow — through space, time, or transitions — to support well-being, growth, and connection.

Elevation

Helping people step into the next, better version of themselves by aligning environment with intention.

Simplicity

Choosing what matters most — favoring quality over quantity, intention over excess, and meaning over noise.

Our Responsibilities

Customers

 • Guide with empathy and expertise

 • Deliver clarity, not confusion

 • Respect their time, money, and trust

 • Help them evolve at a pace that feels right

 • Never push. Always partner.

Employees

 • Lead with alignment and integrity

 • Model what it means to evolve in life and work

 • Communicate clearly and consistently

 • Celebrate progress, not just outcomes

 • Uphold the brand — because the brand is our culture

Character - How we act; our voice.What we believe in; our principles.

• Clear and insightful

• Warm and human

• Clever, with quiet confidence

• Deeply intentional — never fluffy

• Visionary yet practical

Position - How we make a difference.

Transformation

Positioning Statement - Unique promise of the Brand - How we say our difference

Revealing the potential within and around you.

Elevator Pitch - Verbal

We help people transform their inner lives and living spaces — revealing the potential within and around them through thoughtful design, coaching, and strategy.

Core Promise

To guide each person in seeing, designing, and becoming their next, best version — inside and out.

Core Philosophy

True lifestyle transformation happens when what’s within us and around us is in sync. By reducing friction, clarifying what matters, and designing for flow — in mindset, behavior, and environment — people live with greater clarity, ease, and purpose.

Mantra

Evolve with clarity. Design with intention. Live in alignment.

Tagline *

See it. Become it.

*To be used only if:

1.It supports your positioning.

2.You commit to using it wherever your brand is seen.

3.It’s strong enough to stand beside your logo.

Our Distinction - Being the Purple Cow with no need to advertise

… TO BE DEFINED

Our History - Strong brand take bride in their history

Avolv was born from lived experience — and from the belief that true transformation doesn’t happen all at once. It unfolds over time. Through resistance. Through clarity. Through a conscious return to what matters most.
Not just evolution — but evolution with direction.

Created by Frédéric, someone who spent nearly 20 years navigating chronic illness, burnout, and environmental stressors — slowly rebuilding his body, mind, and life from the inside out.
In that process, he redesigned homes to meet real human needs, and coached others in reconnecting with their energy, values, and sense of self.

This isn’t a business built on theory. It’s built on experience — lived, tested, and refined. From organizational systems to architectural details, from nervous system repair to lifestyle redesign, Avolv brings together the technical and the intuitive in service of meaningful change.

Our history shapes how we serve deeply, honestly, and intentionally.

Avolv. Evolve — with intention and art.

Our Single Cause - Because a focused cause builds emotional connection.

Ours is mental health — because when the mind is in chaos, everything else suffers. We believe that true transformation begins within, and that mental well-being is the first step to creating change in every part of life — from how you feel, to how you live, and what you build around you.

Brand Architecture

Master Brand

Avolv

A lifestyle transformation brand dedicated to evolving how people live — internally and externally.
 

Sub-Brands

Avolv YourSelf
Personal transformation through mindset, habits, self-awareness, coaching, and lifestyle strategy.

  • Free guides & resources

  • Courses & workshops

  • Toolkits & methodologies

  • Physical products supporting personal growth

Avolv YourHome
Spatial transformation through design, flow, and functional beauty.

  • Home transformation services

  • Guides & resources

  • Furniture, décor, and functional lifestyle products
     

Speaking & Consulting

Under the Avolv name — offering keynotes, corporate workshops, and consulting for both personal and spatial transformation.

 

Founder Brand

FredericMeunier.com

The personal brand of Avolv’s founder — sharing his philosophy, story, and journey, and connecting all sub-brands under a unified vision.

Note *

Avolv is built to outlast trends, individuals, and even its founder. While it reflects my personal journey, its identity is intentionally not tied to my name so it can adapt, grow, and remain relevant as human needs — and life on our planet — continue to evolve. The goal is a legacy brand that serves future generations without limitation.

 

Keyword Architecture

Primary Language Pillars:

 • Evolve / Evolution

 • Intention

 • Alignment

 • Clarity

 • Flow

 • Design

 • Simplicity

 • Systems

 • Environments

 • Strategy

 • Ease

 • Purpose

 • Harmony

 • Elevation

Supporting Concepts:

 • Refinement

 • Coaching / Guidance

 • Lifestyle

 • Mindset

 • Energy

 • Quality over quantity

 • Beautiful living

 • Conscious decision-making

Our Colour Palette

 • Clarity (whites, soft neutrals)

 • Flow and depth (blue tones)

 • Warmth and balance (earthy grounding hues)

 • Elegance with approachability

All colors must align with the brand personality: sophisticated, clear, and calm — with touches of humanity and creative optimism.

Our Logo

Elegant. Open. Refined.

 • Must be simple enough to scale from print to high-end product branding

 • Avoid visual clutter (e.g., minimize or simplify grounding/base elements)

 • Symbol should represent growth, balance, and evolution — abstractly, not literally

 • Type must feel clean, confident, and personal