Brand Tone

Aspirational yet Accessible, Curatorial & Unique, Customer-focused, Slightly Casual/Friendly

Brand Values

• •Accessibility to Unique Designs
• •Quality & Craftsmanship
• •Support for Independent Designers
• •Customer Satisfaction
• •Fair Pricing

Best Practices

• •Develop a Tone of Voice Guide: Document key characteristics (e.g., "aspirational but not exclusive," "artistic but clear," "friendly and helpful"). Include "do's and don'ts" for vocabulary, sentence structure, and addressing the customer.
• •Focus on "Unique" and "Independent": Consistently highlight the curated nature of the products and the support for independent designers. Use words like "handpicked," "artisan," "limited-edition," "one-of-a-kind."
• •Balance Aspiration with Accessibility: Use descriptive language that conveys quality and style ("high-end," "premium") but always pair it with the value proposition ("affordable," "fair price," "cost-effective").
• •Maintain a Customer-Centric Approach: Frame copy around customer benefits (e.g., "express your individuality," "discover your next treasure," "smooth and cost-effective way"). Ensure support messages are empathetic and helpful.
• •Be Authentic and Transparent: Especially given the temporary closure for "trade policy adjustments," maintain clear and honest communication. If sourcing globally, share stories of the artisans (with permission) to build connection and reinforce the "independent label" value.

Social Perception

Niche & Emerging, Associated with Stanford LaunchPad, Positive (for those who purchased), Limited Current Visibility

Copy Examples

• •Website Relaunch Teaser: Discover the reimagined AHED Project. We've been curating exceptional new designs from independent artisans worldwide. Get ready for unique style, delivered seamlessly to you. Sign up for exclusive first access.
• •Product Description (e.g., for a unique necklace): More than just jewelry, it's a statement. Handcrafted by [Designer Name], this limited-edition [Necklace Name] brings affordable luxury and independent artistry to your collection. Wear a story.
• •Social Media Post (Instagram/Facebook - image of a distinctive product): Why blend in? AHED Project sources unique, high-end designs you won't find everywhere else. Explore global talent, express your individuality. #AHEDProject #UniqueJewelry #IndependentDesign #AffordableLuxury
• •Email to Subscribers (announcing new collection): Hello [Customer Name], Your search for the extraordinary ends here. The new [Collection Name] has arrived at AHED Project, featuring handpicked pieces from visionary independent designers. Experience premium design, fair pricing, and our 90-day satisfaction promise. Explore now.
• •About Us Snippet (Refreshed): At AHED Project, we believe exceptional design shouldn't be out of reach. Born in San Francisco and nurtured by Stanford LaunchPad, we connect you with talented independent labels globally, offering surprising, high-end pieces at prices that make sense. Discover your next treasure with us.