Brand Tone

Expert Craftsman: Professional, authoritative, epic, atmospheric, and quality-focused, using evocative language to appeal to fantasy and sci-fi interests.

Brand Values

• •Master Craftsmanship
• •Attention to Detail
• •Authenticity and Legitimacy
• •Customer-Centric Service
• •Community Integration

Best Practices

• •Develop a Brand Lexicon: Create a style guide of on-brand words (e.g., Forge, Craft, Legion, Epic) and off-brand words (e.g., Cute, Funny, Cheap) to maintain an 'Expert Craftsman' tone.
• •Employ Thematic Storytelling: In product descriptions and articles, narrate the character's lore, faction's motivation, or battlefield moments to immerse the customer and add perceived value.
• •Speak the Audience's Language: Correctly reference popular games (40k, DnD, Pathfinder), units, and hobby-specific terms (kitbashing, proxies) to build credibility and show authenticity.
• •Translate Features into Hobbyist Benefits: Connect every product feature to a tangible benefit for the gamer or painter (e.g., 'High-quality ABS-like resin' for durability and detail; 'Meticulous post-processing' for time-saving prep).
• •Maintain Visual and Textual Synergy: Ensure the copy's tone consistently matches the high-quality, often dark and atmospheric, photography to create a cohesive and powerful brand identity.

Social Perception

Customers perceive Artifex Fabricatum as a high-quality provider of first-class figures with stunning detail and excellent value for money. They are seen as reliable and professional, with a 100% positive eBay rating and positive feedback on speedy delivery and service. The perception is currently defined by direct customers, with future growth aiming for wider community recognition.

Copy Examples

• •Headline: Embrace the Inevitable. Body: The Mortis Plague Lord rises. Each corroded plate of armor and festering wound is captured in masterwork detail, crafted to be the horrifying centerpiece of your legion. Made-to-order in high-quality grimdark resin. Are you worthy to command such decay? #ArtifexFabricatum #Wargaming #TabletopMiniatures #Grimdark #3DPrintedMinis
• •Forged in the crucible of a thousand battles, the 2nd Death Division Grenadiers are the epitome of stoic lethality. This squad of five elite soldiers is rendered in unflinching detail, from their grim visages to the weight of their wargear. Crafted from durable, paint-ready resin, these miniatures are perfect proxies for Sci-Fi Wargaming and are designed to stand resilient on any tabletop battlefield. Lead your forces with soldiers who look like they’ve earned their victory.
• •Headline: Stop Searching for Proxies. Start Commanding Legends. Body: Your tabletop army is a reflection of your strategic vision. Don't settle for standard troops. Artifex Fabricatum provides meticulously crafted, made-to-order sci-fi and fantasy miniatures that serve as perfect, character-rich proxies for your favorite wargames (40k, OPR, DnD & more). With free UK shipping and quality that's ready to paint out of the box, it's time to elevate your game. Discover the difference craftsmanship makes.
• •Your Next Campaign's Centerpiece Has Arrived.
• •Beyond Proxies. Battlefield Heirlooms.