A brand archetype is a character pattern a brand consistently inhabits so every piece of copy, every photograph, every class name reads like it came from the same person. Encore pairs two. The Sage alone reads cold; the Caregiver alone reads saccharine. Together they are wise truth, warmly told. Sara's voice.
The Sage (Illuminator)
The one who seeks truth and makes it visible. Museum curator, documentary filmmaker, a favorite professor.
Explains without talking down
Names the hard thing out loud
Prefers precise language over hype
Trusts the student to do the work
The Caregiver
The one whose work is care. Modern, unsentimental. A steady instructor. A friend who checks in on the Tuesday nobody talks about.
Notices what the room needs
Does not perform the noticing
Names you by name
Asks how was that for you? and waits for the answer
Barry's = Hero. ERE = Lover. Solidcore = Rebel. The Sage lane is open. Encore takes it.
02 / Brand pillars
Three words. STRENGTH. PRACTICE. ALIVE.
Each word names one move of the brand: the work (Strength), the discipline (Practice), the purpose (Alive). Taken together they describe Encore in its entirety. Each stands alone without a paragraph to explain it. V6 change: Pillar 3 moved from LIFE to ALIVE. Sara's words from the Visuals v1 walkthrough: "Alive is interesting to me."
01 / The work
STRENGTH
The work produces real strength. The springs make the movement harder, not easier. Nothing about Encore performs strength; it delivers it.
Reformer configured for resistance, not assistance
Resistance prescribed per exercise, per tier
Instructors circulate at floor level, cue one-on-one
Instructors know members by name from class one
No transformation language, no strongest version of yourself
02 / The discipline
PRACTICE
The word encore means again. Strength is not built in the first visit; it is built in the habit of coming back.
Volts currency earned on every class, referral, dollar
Red → Gold → Black tier progression
Weekly class goal ring on member app home screen
This Week at Encore digest: routine as brand asset
Volt glyph inside the o: the mark of practice embedded in the name
03 / The purpose
ALIVE
The body Encore serves goes with you to the morning run, the wedding dance floor, your kid's soccer game, and the longest Wednesday. Alive holds both halves: longevity (the body that keeps working, year after year) and active presence (awake, engaged, in the moment).
Manifesto closes with "Stronger, longer, more alive", Sara-validated for longevity
Tagline spine: Live stronger out there
Photography: cross-pollinated movement carousels (see §6)
Ambient brand extensions: run club, walk club, community wall, Pin ritual
Rewards copy points outward: make your day feel a little more alive
Alternates considered
Eight triads were on the table. Strength / Practice / Alive won on the "reads cold" test: each word stands alone without an explanatory paragraph. V6 moved from LIFE to ALIVE per Sara's Visuals v1 reaction.
Set
Triad
Character
A
Strength / Return / Carry
First cut. "Carry" rejected by Sara in Visuals v1.
B
Strength / Practice / Alive
Recommended. Sara-validated in Visuals v1.
B'
Strength / Practice / Life
Prior V5 recommendation. Demoted by Sara's reaction.
C
Strength / Repetition / Alive
Literal but dry. Repetition reads like a gym-manual term.
D
Stronger / Longer / Alive
Sara's tagline-spine as pillars. Elegant. Describes the body, not the brand.
E
Real / Again / Out
"Real" rejected by Sara as too general.
F
Build / Repeat / Carry
"Carry" rejected.
G
The Work / The Practice / The Life
Article-led. Poetic, slightly pretentious.
03 / Positioning
Encore is a Montreal fitness brand that builds real strength for the life you live out there.
V6 change: "body that carries you" retired. Sara flagged carry as a weak verb in Visuals v1. The "out there" construction is Sara's own natural speech.
—
Real strength, not theater
Not Barry's. Not Solidcore. The load is real. Sara flagged "real" as too general; more precise options open in D4.
—
Built here, lived out there
Not transformation promised in 45 minutes.
—
Instructor circulates, instructor names you
Not a performance from a podium.
04 / Tagline
The new primary, and the supporting variations.
V6 change: Kreig proposed "Live stronger out there" mid-Visuals-v1-call. Sara endorsed it ("I like what you mentioned"). It becomes the new primary spine. Every carry / carries derivative is struck. The long-form App-Mock-splash line is retained for legacy surfaces.
01 / Primary / Signature
Live stronger out there.
Four words. Imperative. Active. Ties to Pillar 3 (ALIVE). Hero, storefront decal, hangtag, social bio, class-card footer.
STRENGTH + (ALIVE semantically) spine. Dual-line lockup on hero surfaces.
05 / Compact
Strength for the life out there.
Six words. Uses the life out there framing Sara uses naturally.
06 / Environmental / merch
Built here. For out there.
Evocative and clipped. Merch, hangtags, environmental type.
STRUCK / carry rejected by Sara
The strength you build, you carry. / Build it here. Carry it out there. / The strength that carries.
Sara v1: "I personally don't like carry."
encore.
We built this for the body that moves you.
Through every chapter. Through the mountain and the morning run. Through the dance floor at your best friend's wedding. Through the long Tuesday and the longer Wednesday. Through the energy to play with your kids after the longest day of your life.
You find strength in this room so you can live your best, happiest, most authentic life out there.
Stronger, longer, more alive.
Encore is an action verb. Encore. is a sentence. It's complete.
Sara
05 / Voice
Wise truth, warmly told.
Slightly precious about language, not precious about ourselves. V6: the We Are / We Are Not posture grid moved to internal voice reference (Appendix D of the strategy doc). What stays here, customer-facing, is the register in action: do vs don't.
Do
"Good to have you back, Sara."
Don't
"Welcome, valued member."
Do
"Every single class counts. It adds up fast."
Don't
"Transform your life in 45 minutes."
Do
"We built this for the body that moves you."
Don't
"Live your best life."
Do
"Redeem for merch, gifts, classes."
Don't
"Exclusive members-only benefits."
Do
"6 of 11 spots available."
Don't
"Spots filling fast. Don't miss out."
06 / Tone matrix
One register, different surfaces.
Voice is constant. Tone flexes by context.
Manifesto (formal / serious)Stronger, longer, more alive.
Booking UI (casual / serious)6 of 11 spots available.
Legal / policy (formal / playful)Plain language, not corporate.
Rewards / community (casual / playful)Earn Volts. Redeem for merch, gifts, classes.
07 / Color
Red locked. Teal-Ocean wins. Plum holds an accent seat.
V6 change: Sara's Visuals v1 reaction reordered the palette hierarchy. Teal-Ocean is the primary accent (Sara's "ocean blue" referred visually to a teal-coastal hue, not a navy-dark blue). Plum is a loved-but-secondary accent for ritual / nocturnal moments. A darker ocean-blue alternative is held below as an option. Sara verbatim on the blue: "That blue is unique. It's definitely not a navy blue, like F45 or Solidcore. I don't really know any other brand that uses that ocean blue." On Plum: "Super nice color. But plum doesn't feel like an alive color to me."
01 / PRIMARY — Red + Teal-Ocean + Cream
Sara-validated in Visuals v1. Teal-Ocean pairs with Encore Red as a natural non-navy differentiator. Sky-and-tree-buds reference from Sara; coastal-warm rather than corporate-cool.
#C44A3B Red
#5B9AA4 Teal-Ocean
#F0EDE8 Cream
#6B6F76 Slate
encore
Live stronger out there.
Encore Red / Entry tier
Teal-Ocean hex #5B9AA4 is a working placeholder. D4 opens 3–5 teal-ocean candidates for Sara's final pick.
02 / SECONDARY ACCENT — Red + Plum + Cream
Sara-accepted as a secondary accent for ritual moments, Pin ceremony cards, milestone mailers, nocturnal content. Not a co-primary.
Retained as reference. Ocean Blue palette (01) supersedes it; adds a second signature colour without fighting the red.
#C44A3B Red
#F0EDE8 Cream
#0E0E0E Carbon
#8A857E Concrete
encore
The strength you build here supports the life you live out there.
Encore Red / Entry tier
04 / Alternative — Red + Dark Ocean Blue + Cream
Held as an alternative below the primary teal-ocean. Reads cooler, more corporate-editorial; closer to navy register but distinguished from F45 / Solidcore by being a true ocean-blue rather than navy-dark. D4 considers both ranges.
#C44A3B Red
#3A5F8A Dark Ocean
#F0EDE8 Cream
#6B6F76 Slate
encore
Live stronger out there.
Encore Red / Entry tier
05 / Archived — Bone + Graphite (editorial cool)
Not selected. Reads too newspaper / too magazine.
#C44A3B Red
#E8E5DF Bone
#3A3A3A Graphite
#6B6F76 Slate
encore
(archived)
Encore Red / Entry tier
Forbidden across all palettes: Cobalt blue (ERE). Navy (F45 / Solidcore). Wellness-spa light turquoise (different from our teal-ocean which sits darker, more grey-coastal). Neon pink (Solidcore). Red-on-black combat (Barry's). Tech blue. Wellness green.
08 / Wordmark
Lowercase or capitalized.
The Volt glyph sits inside the o. All-caps rejected. Three proportion variants: tight, standard, widened. V6 locks:no period in the wordmark (Sara: "Great in text, but not in the logo. Standardizing it across the logo is a little different."). The encore. stamp (with period) is a separate typographic element for manifesto, wall, signed content — not the wordmark. V6 unlocks: the typeface. Eurostar is a baseline only; Sara asked for more font candidates. D4 opens side-by-side with Aeonik, Söhne, Founders Grotesk, Sharp Grotesk, Neue Haas Grotesk, Inter, GT Flexa, ABC Diatype.
lowercase / tight
lowercase / standard
lowercase / widened
capitalized / tight
capitalized / standard
capitalized / widened
Renders by OpenAI Image 2 (gpt-image-2-2026-04-21) using encore-wordmark-v2.png as reference. Volt-in-O glyph design preserved across all 6 variants; spacing and case vary.
09 / Typography pairings
Six pairings. Display + editorial. Sara picks one for D4 lock.
V6 change: Sara flagged Eurostar (the Canva-sourced wordmark specimen) as a first pass, not a lock. The wordmark typeface and system display / editorial faces are both open calls. Each card stacks the canonical Encore wordmark (Volt-in-O), then a display-scale headline, then an editorial-scale paragraph in the recommended pair. All typefaces verified at typeface-roster.md. Specimens rendered by OpenAI Image 2 (gpt-image-2-2026-04-21).
01 / Aeonik Bold (CoType) + Tiempos Text Italic (Klim)
Clean modern + classical refinement. Display sans for confidence, italic serif for editorial register. Strong fit for long-form letters and printed hangtags.
Technical neo-grotesque + warm humanist sans italic. Same Dinamo system. Display reads adult and considered; italic softens for body copy.
06 / Sharp Grotesk Medium 25 (Sharp Type) + Source Serif Pro Italic (Adobe, open)
Geometric narrow grotesque + classical transitional serif italic. Open-source editorial = zero license cost. Reads modern + literary.
Forbidden: GT America Mono (too ERE). Gotham (too expected). Rounded or playful display faces.
09b / Typeface sample library
Nine candidates. One pick.
D4 candidates rendered at headline scale: encore wordmark and Live stronger out there. tagline in each typeface. Sara picks one for D4 lock. Specimens rendered by OpenAI Image 2 (gpt-image-2-2026-04-21) using the verified roster at typeface-roster.md. Each render names the foundry's actual cut; visual approximation only — verify against the foundry's specimen before committing the typeface to the brand system.
01 / Eurostar Regular — Linotype
02 / Aeonik Bold — CoType Foundry
03 / Söhne Halbfett — Klim Type Foundry
04 / Founders Grotesk Bold — Klim Type Foundry
05 / Sharp Grotesk Medium 25 — Sharp Type
06 / Neue Haas Grotesk Display Bold — Linotype
07 / GT Flexa Standard Bold — Grilli Type
08 / ABC Diatype Bold — Dinamo
09 / Inter Bold — Rasmus Andersson (open source control)
09c / Typography pairings
Display + editorial. Six recommendations.
Pairings to evaluate alongside the single-typeface specimens above. Each card stacks the canonical Encore wordmark (Volt-in-O), then a display-scale headline, then an editorial-scale paragraph in the recommended pair. All typefaces verified at typeface-roster.md. Specimens rendered by OpenAI Image 2 (gpt-image-2-2026-04-21).
01 / Aeonik Bold (CoType) + Tiempos Text Italic (Klim)
Clean modern + classical refinement. Display sans for confidence, italic serif for editorial register. Strong fit for long-form letters and printed hangtags.
Technical neo-grotesque + warm humanist sans italic. Same Dinamo system. Display reads adult and considered; italic softens for body copy.
06 / Sharp Grotesk Medium 25 (Sharp Type) + Source Serif Pro Italic (Adobe, open)
Geometric narrow grotesque + classical transitional serif italic. Open-source editorial = zero license cost. Reads modern + literary.
10 / Signature device
Volt glyph. Not the currency icon.
An offset two-piece lightning bolt, both halves solid Encore Red, set inside the counter of the letter o. Reads as electrical current and as before-and-after. V6 lock: the Volt glyph is identity-only. Sara: "I don't want it to be the currency icon. I want the currency icon just to be a normal bolt." See the split below.
The Volt glyph — identity only
Standalone O
In wordmark
As pattern tile
engraved / stamped
Equipment tags, water bottles, door plaques, environmental signage.
On merch & env.
Volts currency — plain bolt only
⚡ 1,250 volts
Currency UI
⚡ +5 per class
Earn rate
⚡ +20 referral
Bonus
⚡ redeem
Rewards
The Volt glyph stays sacred to identity. The currency bolt lives in UI. Keep them distinct at every touchpoint — in the app, on class cards, on receipts, on tier-up emails. Mixing the two dilutes the logo's meaning.
10b / Wordmark without Volt
Type-only variants. For when the glyph cannot follow.
The Volt-in-O wordmark is the primary lockup. But some surfaces strip it: legal copy, third-party listings, tiny favicons, screen-printed labels, embroidered patches at small scale. These three renders show encore in pure typeface with no glyph — the fallback wordmark, plus the all-caps form (rejected for primary use, kept here for record). Renders by OpenAI Image 2 (gpt-image-2-2026-04-21).
01 / lowercase, no Volt (fallback primary)
02 / capitalized, no Volt
03 / all caps (rejected, on record)
11 / Classes
Four class names. One muscle modifier.
Committed. Duration before tier. Each class takes a muscle modifier in Sara's verbatim format: "Signature 45, Full Body." "Power 30, Core + Upper Body."
30 min / modular
Power 30
Any tier / high-intensity
Power 30, Core + Upper Body. Power 30, Lower Body.
45 min / flagship
Signature 45
Any tier / full class
Signature 45, Full Body. Signature 45, Upper + Core.
45 min / beginner
Foundations 45
First 25 classes
Foundations 45, Beginner, Core + Lower.
45 min / advanced
Advanced 45
50+ classes
Advanced 45, Full Body. Advanced 45, Lower + Core.
12 / Tiers
Three tiers. Volts thresholds set by Sara.
Currency is Volts: +5 per class, +20 per referral, +1 per dollar in-app. Thresholds TBD.
Entry tier
Encore Red
Earn Volts on every class, every referral, every dollar. Redeem for merch, gifts, classes.
Mid tier
Gold
Crossing to Gold earns a recognition moment: email, a card in the locker, a small hand-gift at class.
Top tier
Black
The body became the work. Top-tier members get a studio reservation feature and a yearly credit line in Volts.
13 / Photography
Cross-pollinated movement carousels. Close-up always.
Sara's verbatim direction: "If I'm doing the lunge, maybe it's a photo of somebody cross-country skiing, and then the same person doing a lunge." Same member, outdoor life and in-studio movement, mirrored kinetic form.
V6 lock — the Close-Up Rule"I always prefer close-up action shots. Always close up. You don't get the full person. It gets cut off because you're focused on the movement. They get so close that it's almost like I put a circle around it, being like, this is what I want you to look at." — Sara, Visuals v1
V6 lock — B Cine wins the carousel styleSara’s picked treatment across the carousels is B Cine: cinematic dark composition where the two frame halves visually blend into one body. The clearest example is the kid-on-hip + offset-load pull pair (one half holding the baby, the other holding the band). That read — two moments of the same member fused into one silhouette — is the photographic signature.
01 / Run to reformer
Stride extension mirrored in carriage reach
frame A / outdoor
carousel-01-run-to-reformer-A-frame_a.png
frame B / studio
carousel-01-run-to-reformer-A-frame_b.png
A docuB cine (Sara’s pick)C sun
02 / Mountain hike to squat
Hip drive up a switchback, hip drive under a spring
frame A / outdoor
carousel-02-hike-to-squat-A-frame_a.png
frame B / studio
carousel-02-hike-to-squat-A-frame_b.png
A docuB cine (Sara’s pick)C sun
03 / Kid on hip to offset-load pull V6: B CINE WINNER
Functional load in real life, offset-load on the spring. Sara picked variant B (Cine). The cinematic blended-bodies treatment is what landed: one frame holding the kid, the other holding the band, two halves reading as one body. A and B-as-docu read as "just for moms"; the B Cine treatment is ambiguous enough that only a mom catches the parallel. Sara: "you have to be a mom to understand how these two things are related, which I think is a good thing."
frame A / outdoor
carousel-03-kid-to-kettlebell-B-frame_a.png
frame B / studio
carousel-03-kid-to-kettlebell-B-frame_b.png
A docuB cine (WINNER)C sun
04 / Cross-country ski to lunge V6: locked
Sara's verbatim example and Visuals v1 lock. "Absolutely something we have to do." The reference for the series.
frame A / outdoor
carousel-04-ski-to-lunge-A-frame_a.png
frame B / studio
carousel-04-ski-to-lunge-A-frame_b.png
A docu (locked)
05 / Cyclist to footwork
Pedal stroke mirrored in reformer footwork. Honors Laval's cycle legacy.
frame A / outdoor
carousel-05-cycle-to-footwork-A-frame_a.png
frame B / studio
carousel-05-cycle-to-footwork-A-frame_b.png
A docu (locked)
Reference-adapted: ERE and Nike energy, translated for Encore.
Two carousels adapted from visual references Sara has reacted to positively. The signals we keep: real bodies, sweat, candid laugh, sun as composition element, shadow play, intimate crop. The signals we strip: cobalt blue (ERE), type burned into image, Nike swoosh, mint-green socks.
06 / ERE-adapted A WARM / B COOL
post-run / sun
carousel-06-ere-adapted-A-frame_a.png
post-reformer / laugh
carousel-06-ere-adapted-A-frame_b.png
Same Encore member, two moments. Intimate crop. Candid laugh to slow exhale. Sweat visible in both. Neither frame features cobalt or burned-in type.
07 / Nike-sock-adapted A JUMP / B SPRINT
outdoor kinetic
carousel-07-nike-adapted-A-frame_a.png
studio bound
carousel-07-nike-adapted-A-frame_b.png
Low-angle mid-kinetic, shadow as composition element, saturated daylight. No brand shorthand on wardrobe. Encore-palette technical wear.
14 / Interior (V6 — rewritten from Sara's v1 walkthrough)
Two zones. Bright reception. Dim reformer room.
Sara's Visuals v1 reaction fundamentally redirected the interior brief. The v5 brief leaned bright-and-open throughout; Sara split the studio into two zones with different vibes and asked for dimmer, more intimate light in the workout space. V6 rule set below.
Reception / social
Bright, alive, inviting. Windows. Color welcome. Warm 2700K practical light. This is where the member transitions from out there into in here. Community wall lives here. Retail (recovery drinks, apparel) integrated here.
Reformer room
Intimate. In-your-bubble. Not afraid to work out because you feel held. Dim, focused, theatrical. No windows. Wall-length mirrors along each row of reformers (not per-reformer). 12–15 reformers. Dual-light test in D3: top-down and bottom-up spotlight.
Confirmed twice. Reformer room is windowless. The room is a contained, held space.
03 / Wall-length mirrors
One long mirror per wall of reformers. Not a mirror per reformer.
04 / Dual lighting test
Top-down (classic overhead) + bottom-up spotlight (theatrical). A/B in D3.
05 / 12–15 reformers
Per reformer room. Separate space from reception.
06 / Wood = accent only
Red + wood contrast is wanted; wood-as-focal-material reads "rich-white-girl Pilates" — rejected.
07 / Brick accent wall (OPEN)
Montreal tie-in. "Brick is the colour of our red. Maybe one accent wall is always a brick wall." Laval / Montreal only.
08 / Orange + Blue validated
Accent-blue-wall render proved the combo works in space. Direct evidence for Palette 1 (Red + Ocean Blue).
09 / Rejected
No booty bar. No over-bright reformer room. No rich-white-girl Pilates aesthetic.
10 / Staging (locked)
Instructors circulate at floor level. No platform, podium, or raised stage. Ever.
11 / Two-level gym (OPEN)
Render-accident Sara loved: "I'm obsessed with your two levels." Laval single-level by constraint. Toronto / Vancouver expansion site may explore.
12 / Materials palette
Concrete floors, cream walls baseline, brick accent where Montreal-relevant, wood as accent, Ocean Blue paint on a single accent wall, Encore Red signage. Metal in Carbon.
13 / Light temperature
Warm 2700K practical in reception. Reformer room = dim + mixed (cooler spotlights on reformers, warmer ambient). Room feels held, not retail-lit.
14 / Community wall
Action shots, not portraits. Same close-up rule as carousels. Instructors on different background color to distinguish role. Physical, not digital.
15 / Ambient retail
Volt-tiled signage. Branded vending for recovery drinks + apparel. Integrated into reception zone.
Sara lock — verbatim
"The reception is super bright and alive and inviting. I want the workout room itself to be more intimate. You're kind of in your bubble."
Reformer-room lighting study — 6 variants for Sara
Six renders exploring the V6 reformer-room brief: wall-length mirrors on each long side, no windows, 12–15 reformers, overall room dim, each reformer individually lit. Three variants light the reformers from TOP-DOWN (ceiling spots/pendants); three light them from BOTTOM-UP (floor-level LEDs/uplights). Each lighting approach gets one Ocean Blue accent wall version, one aged Montreal brick accent wall version, and one all-cream minimal version.
Top-down lighting — ceiling spots per reformer
top-down A / Ocean Blue accent
interior-07-reformer-room-top-down-A.png
Ceiling spotlight per reformer. Ocean Blue accent wall. Wall-length mirrors. Dim ambient, theatrical pools.
top-down B / brick accent
interior-08-reformer-room-top-down-B.png
Pendant per reformer. Aged Montreal brick accent wall. Warm pools, cream shadow walls.
top-down C / cream minimal
interior-09-reformer-room-top-down-C.png
Recessed downlights per reformer. All-cream walls with a single large Encore Red wordmark as the only colour punch.
Bottom-up lighting — floor-level uplight per reformer
bottom-up A / Ocean Blue accent
interior-10-reformer-room-bottom-up-A.png
Floor-level LED strip along each reformer base. Reformers glow from below. Ocean Blue accent wall. Mirrors double the effect.
bottom-up B / brick accent
interior-11-reformer-room-bottom-up-B.png
Corner floor uplights cross-lighting each reformer. Dramatic shadow play. Aged Montreal brick accent.
bottom-up C / cream minimal
interior-12-reformer-room-bottom-up-C.png
Recessed floor light wells per reformer. Vertical warm-white bars bounce off the mirrors. All-cream minimalist.
Instructor at floor level — staging rule
instructor cue / floor level
interior-02-instructor-cue.png
Peer-level principle. Instructor crouching beside a member, cueing at shoulder height. No podium anywhere.
Directional intent. Sara refines language herself. V6: Sara invented a new ritual mid-call — the Pin ritual (#09 below), physical pins given at milestones feeding the community wall.
First-timer door greeting
A new member's first visit
"First one's the hardest. Glad you made it."
Return-of-a-known-face greeting
Existing member walks in
"Good to have you back, Sara."
End-of-class sign-off
Instructor at the last cue
"Good work. See you [day]?" (assumes the return)
Tier-up recognition
Member crosses Red to Gold, Gold to Black
Email subject: "You hit Gold. The work became the body." A printed card in the locker.
100-class milestone
Member's 100th class
In-class moment of recognition by first name. A merch item gifted.
Referral moment
A member brings a friend
Both acknowledged in the rewards timeline. Small Volts bonus to both.
Birthday class
Member books a class on their birthday
Instructor greets by name. Class dedicates the first set.
Community-wall drop
Weekly or monthly cadence
Members post their "out there" strength photo (mountain, stage, trail). A single wall that lives in every location.
Pin ritual V6 — NEW FROM SARA
Named class-count milestones (thresholds TBD: class 25, 50, 100)
Member receives a small physical pin + handwritten card: "We've been so impressed by you. We'd love to feature you on the wall." Pin lives on bag, jacket, gym card. Card invites them to be photographed for the community wall. Feeds ritual #08. Physical, not digital — Sara explicitly rejected the picture-frame alternative.
community wall / action shots, not portraits
community-01.png
V6 rule:Community wall = action shots, not portraits. Same close-up movement rule as carousels. Subject mix: clients / ambassadors / instructors. Instructor portraits use a different background colour to distinguish role. Fed by the Pin ritual.
16 / Expansion flex map
Fixed, flex, and location-local.
What every location shares, and what each location varies.
V6 change: palette rows updated to Ocean Blue primary. Brick-accent and two-level-gym rows added from Sara's v1 reaction.
Aspect
Montreal (Laval flagship)
Toronto
Vancouver
Modality
Reformer + cycle (Laval only)
Reformer only
Reformer only
Language
FR + EN equal weight
EN lead, FR secondary
EN lead
Palette
Primary (Red + Ocean Blue + Cream)
Primary (Red + Ocean Blue + Cream)
Primary (Red + Ocean Blue + Cream)
Accent palette (ritual / nocturnal)
Plum accent
Plum accent
Plum accent
Brick accent wall (V6 OPEN)
Possible — Montreal vernacular
Local analogue (not brick)
Local analogue (not brick)
Two-level gym (V6 OPEN)
Single-level (footprint constraint)
Explore if footprint allows
Explore if footprint allows
Wood stain (accent)
Mid-warm oak
Cooler walnut
Warm Douglas fir
Photography
Local members, local instructors, close-up rule
Local members, local instructors, close-up rule
Local members, natural-light-forward, close-up rule
Community program
Encore Run Club / Walk Club
Encore Run Club
Encore Trail Club
Pin ritual milestones
Core + local variation
Core + local variation
Core + local variation
Non-negotiable everywhere: Wordmark + Volt glyph. Encore Red primary + Ocean Blue accent. Volts currency with plain-bolt icon (not the Volt glyph). Class naming system. Tier names. Three pillars (Strength / Practice / Alive). Voice register. Close-up movement photography. Two-zone interior (bright reception / dim reformer room). Wall-length mirrors per row. No windows in reformer room. Floor-level instructor circulation, no elevated platform, ever.
17 / Appendix / vocabulary rails
What writers of future copy must know.
The rails that keep the brand voice from drifting into Barry's combustive register, ERE's audio register, or generic wellness.
Filtered out (do not use in brand copy)
Generic wellness. luxury, elevated, premium, journey, transformation, empowerment, wellness journey, self-love. Plus community as brand-speak.
amplify. Permitted when the context is presence, volume, or carry-through ("amplify your strength," "amplify your week"). Not permitted in audio-equipment or frequency context.
ignite. Permitted in spark-and-current context ("ignite the spark," "ignite the circuit"). Not permitted in combustion context.
Both reclaimed words must still pass the does this read like Barry's or ERE test at ship.
Hard rules
No em-dashes in any client-facing document. Ever.
Sara, not Sarah.
Centropolis in Laval, not Shoppelis.
Instructor, not coach.
Location names follow Encore [neighborhood]. Encore Lab is an internal-only descriptor for Laval's R&D role, never printed.
encore. with a period is not the wordmark and not the company name. Typographic stamp only.
