Brand Tone

friendly, creative, and helpful

Brand Values

• •Innovation and Creativity
• •Quality and Durability
• •Customer-Centricity
• •American-Made
• •Eco-Friendliness

Best Practices

• •Lead with the Why: Always start by highlighting the transformative benefit for the customerhow the product will make their space feel (e.g., more peaceful, more creative, less clinical).
• •Use Simple, Evocative Language: Employ clear, descriptive, and friendly words. Phrases like Spruce up, bright, colorful, and calming scene are more effective than technical jargon.
• •Tell the Story: Weave in elements of the brand’s origin story to build a personal connection. Mentioning the family on a horse farm or the passion for innovative design makes the brand more human and memorable.
• •Highlight Key Values Consistently: Every piece of copy should reinforce at least one core value, such as Made in the U.S.A., eco-friendly, or customizable. This repetition builds brand identity.
• •Maintain a Helpful and Approachable Voice: Frame content around solving a customer's problem (e.g., harsh lighting, boring space). Use a conversational and encouraging tone, inviting customers to be creative and showing them how easy it is to make a change.

Social Perception

The brand is seen as a source of innovative and easy-to-install products that improve the ambiance of a room.

Copy Examples

• •Transform Your Ceiling, Transform Your Day. Tired of harsh fluorescent lighting? Our DesignScapes install in minutes to bring calming skies, stunning art, or your own custom designs to any room. Brighten your world from the top down.
• •The Easiest Remodel You'll Ever Do. Give your office, classroom, or home a fresh new look without the fuss. Apollo Design Made’s fluorescent light covers slide in easily to create an entirely new atmosphere. Discover your new view.
• •Proudly American, Beautifully Designed. From our family to yours, we bring you innovative designs made right here in the USA. Our passion for quality and creativity is in every product we ship. Support local and beautify your space.
• •Your Office Doesn't Have to Be Boring. Boost morale and creativity with a splash of color and design. Our DesignScapes are the perfect, simple solution to drab office lighting. Make your workspace a place you want to be.
• •Movie Night, Upgraded. Introducing the Apollo Popper. Experience the joy of stovetop popcorn with a modern twist. Perfectly crisp, delicious popcorn every time. Your living room just became the best new theater in town.