Why Your Business Needs A Fictional Friend.
If you try to speak to everyone, you end up heard by no one.
In his book Unreasonable Hospitality, Will Guidara shares a brilliant tactic used during the launch of the NoMad Hotel in New York. To ensure every design choice felt intentional, the team created a fictional character:
A hedonistic, 53-year-old gourmand and music lover, living and breaking hearts in the South of France.
They designed the hotel as if it were this man’s private home. By knowing exactly who they were serving, the “what” and the “how” became effortless.
The “Pen Portrait” is Your Creative Compass
At The Shape, we ask every client to write a pen portrait of their ideal customer. It’s not just a marketing exercise—it’s a tool to unlock what Seth Godin calls the “practice” of creativity.
When you have a specific person in mind, you stop guessing and start solving. You aren’t just “being creative” in a vacuum; you are building a world for someone you understand intimately.
How to Build Your Own Pen Portrait
To move beyond “General Demographics” and into “Unreasonable Hospitality,” try these three steps:
Move Beyond the Spreadsheet: Don’t just list age and location. Give them a name. What do they worry about at 2:00 AM? Where do they buy their coffee? What’s the last book they couldn’t put down?
Identify the “Heartbreak”: What is the specific problem they are facing that your service cures? How does their life look after they’ve worked with you?
The “Filter Test”: Once the portrait is built, run every business decision through it. Would “The 53-year-old Gourmand” like this font? Would he find this onboarding process seamless or stifling?
Creativity isn’t a lightning bolt; it’s a system. By defining your audience with startling clarity, you give your team the permission—and the framework—to be brilliant.
Looking for marketing expertise to build your brand in 2026? Contact us today >
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BRAND IDENTITY
Your brand is the heartbeat of everything you do.
Your brand is more than a logo – it’s the essence of who you are. We craft identities that feel authentic, stand out, and leave a lasting impression.
- Strategy-led design that tells your story
- A visual language that connects with your audience
- Consistent branding across every touchpoint
- Guidelines that ensure clarity, cohesion, and impact
MARKETING
Engaging with your target audience and driving sales
A strong brand deserves smart marketing. We help you cut through the noise and create meaningful connections with the right audience.
- Content and campaigns that resonate
- Digital strategies that drive engagement
- Brand messaging that sparks action
- Measurable impact that fuels long-term growth
DIGITAL PRESENCE
Making your brand visible, memorable, and impactful online
Your website isn’t just a platform – it’s your brand’s home. We design and build sites that are not only beautiful but also intuitive and effective.
- User-friendly, conversion-driven design
- Seamless integration across digital touchpoints
- Responsive, future-proof development
- Scalable solutions for brands that grow
BRAND IDENTITY
Your brand is the heartbeat of everything you do.
Your brand is more than a logo – it’s the essence of who you are. We craft identities that feel authentic, stand out, and leave a lasting impression.
- Strategy-led design that tells your story
- A visual language that connects with your audience
- Consistent branding across every touchpoint
- Guidelines that ensure clarity, cohesion, and impact
MARKETING
Engaging with your target audience and driving sales
A strong brand deserves smart marketing. We help you cut through the noise and create meaningful connections with the right audience.
- Content and campaigns that resonate
- Digital strategies that drive engagement
- Brand messaging that sparks action
- Measurable impact that fuels long-term growth
DIGITAL PRESENCE
Making your brand visible, memorable, and impactful online
Your website isn’t just a platform – it’s your brand’s home. We design and build sites that are not only beautiful but also intuitive and effective.
- User-friendly, conversion-driven design
- Seamless integration across digital touchpoints
- Responsive, future-proof development
- Scalable solutions for brands that grow
